1. consumers into contact with information
perceived risk
individual factors extent of search depends on
information contact
situational factors
effort and believability info sources prepurchase observable and measurable actions of consumers
influencing affect and cognition may lead
methods used by consumers to pay for to overt behavior but this linkage often
particular purchases overt consumer behavior does not hold
probability that consumers can access funds access b precedes and causes affect and
funds for purchase cognition in some cases
locating, travelling, entering the outlet store contact
8. Introduction to
push: enhance retailers' selling efforts behavior
pull: encourage the consumer to purchase
product contact
behaviors as locating the product, obtain purchase
it, taking it to the point of exchange
behavior sequence model
funds exchanged for products and services
positive consequences are critical transaction
elements here (friendly personnel, etc)
vast differences in the
nature of various products consumption and disposition
info about the consumer (warranty cards)
names of potential buyers (bring a friend)
provide the company with marketing info
info about defective products marketers want consumers to
(replacement policies) communicate with two basic audiences postpurchase
tell other potential consumers
about the product and communication
effective product and performs well encourage them to purchase it
consider behaviors and change
aspects of the environment (durex
vending machine)
8. Introduction to behavior.mmap - 17/11/2010 -