Consumer Behavior ch. 14
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Consumer Behavior ch. 14 2
Latest content Consumer Behavior ch. 14
reference groups - -involves one or more people used as a basis for comparison or point of reference in forming affective and cognitive responses and performing behaviors. -types of reference group influences - -Informational reference group influence, utilitarian reference group influence, and value-expressive group influence. -informational reference group influence - -transmits useful information to consumers about themselves, other people, or aspects of the physical environment such as...
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Consumer Behavior Ch. 14•Consumer Behavior Ch. 14
purchase involvement - -the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase. its a temporary state. -product involvement - -the personal relevance of a particular product category, can be involved in brand and still have low purchase involvement -nominal decision making - -habitual decision making. Low involvement with products, Brand loyal purchase-commitment to brand, repeat purchase. -Limited decision making - -involv...
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Consumer Behavior ch. 14•Consumer Behavior ch. 14