Lernkarten
0 Exakte Antworten
91 Text Antworten
0 Multiple Choice Antworten
Objects of involvement
Product categories
Experiences
Brands
Ads
Medium
Particular show/article
How Can a Firm Measure Consumers’ Involvement in a Product Category?
with scales
External Information Search
Personal sources
Marketer-controlled
Public
Personal experience
What is Perception
..the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
A conceptual framework of sensory marketing
see slide
The selective perception process
Selective Exposure -> Selective Attention -> Selective Comprehension -> Selective Retention
Brand consideration
Inept set
Inert set
Consideration set
Evaluative Criteria
Attributes
Functional consequences
Psychosocial consequences
Values
