Professional Documents
Culture Documents
Psychological Process
Motivation
Information search
Perception
Alternative evaluation
Attitude formation
Purchase decision
Integration
Postpurchase evaluation
Learning
Out of Stock
Dissatisfaction
Market-Induced Recognition
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
New Products
Subconscious Mind
Surrogate behaviors
Association tests
Projective techniques
Focus groups
Cons
Qualitative results from very small samples Varying, subjective interpretations Difficult or impossible to verify or validate
Motivation Research
Information Search
Personal sources
Selective attention
Selective comprehension
Selective retention
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Evaluation of Alternatives
All available brands
Brand A Brand F Brand K Brand B Brand G Brand L Brand C Brand H Brand M Brand D Brand I Brand N Brand E Brand J Brand O
Brand E Brand I
Evaluative Criteria Objective Price Warranty Service Subjective Style Appearance Image
Enough power?
Traction okay?
Too pricy?
Functional
Psychological
Individuals
Products
Ads
Brands
Attitudes Toward:
Media Companies
Retailers
Organizations
Change perceptions of the value of an attribute Add a new attribute to the attitude formation mix Change perceptions or beliefs about a competing brand
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integration processes
Purchase intention
Satisfaction
Brand loyalty
Dissatisfaction
Cognitive dissonance
Thinking
Conditioning
Modeling
Unconditioned stimulus
(grapes)
Unconditioned response
(fresh and moist)
Conditioned response
(fresh and moist)
Goal
Purposive behavior
Insight
Goal achievement
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Culture
Subculture