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Lamb, Hair, McDaniel

Lamb, Hair, McDaniel. CHAPTER 6. Consumer Decision Making. Consumer Behavior. Consumer Behavior. Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use.

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Lamb, Hair, McDaniel

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  1. Lamb, Hair, McDaniel CHAPTER 6 Consumer DecisionMaking

  2. Consumer Behavior ConsumerBehavior Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use. Consumer Behavior is the Study of Consumer Decision Making Process

  3. Need Recognition Information Search Cultural, Social, Individual and Psychological Factors affect all steps Evaluation of Alternatives Purchase Postpurchase Behavior Consumer Decision-Making Process

  4. Consumer Buying Decisions and Consumer Involvement

  5. Consumer Decision Making Process

  6. Situational Influences on the Buying Decision Process Situational Influences Factors that can influence a buyer’s purchase decision and may cause the buyer to shorten, lengthen, or terminate the process. Situational Factors Include Physical surroundings Social surroundings Time perspective Reason for purchase Buyer’s momentary mood and condition

  7. Psychological Influences on the Buying Decision Process Psychological Influences Factors that in part determine people’s general behavior, thus influencing their behavior as consumers Psychological Influences Include Perception Motives Learning Attitudes Personality and self concept Lifestyles

  8. Maslow’s Hierarchy of Needs 8

  9. Social Influences on the Buying Decision Process Social Influences The forces other people exert on one’s buying behavior Social Influences Roles Family Reference groups Opinion leaders Social class Culture and subcultures

  10. Cognitive Dissonance CognitiveDissonance Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.

  11. Ch 6 Discussion Questions What is consumer decision making process? Take automobile as an example and explain each step of the consumer decision making process. Explain the influence of Situational, Psychological and Social Influences on consumer decision making process. What is culture and subculture? Why do marketing managers need to understand culture and subculture in a society? How does the level of consumer involvement in purchase affect consumer decision making? Explain. What is post purchase cognitive dissonance? How a marketer can reduce cognitive dissonance?

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