Finish Ch 6

About the Exam (this coming Thursday)

50 questions all multiple choice 

small scantron and pencil

[ Went over tweets ]

[ Continued Ch 6 PPT ]

What factors influence our buying decisions??

Social Factors

Culture Factors

Individual Factors

Psychological Factors

1. Social Influences

Reference Groups - those around us that influence what we do (i.e. good friends)

Opinion Leaders - (experts) people we know that have knowledge about that product category (everyone comes to Kyle for the computer problems..I am the opinion leader in Lafayette..)

Family Members - things we see growing up can influence what we purchase down the road

>> Relationships among purchases and consumers in the family

I.E. For a mother's birthday card, the children are the "purchase decision makers" for the customer the parent.

2. Individual Influences

Gender

Age/Life Cycle

Personality, Self-Concept, Lifestyle

3. Psychological Influences - the way we view things

- Perception

Selective Exposure - consumer notices certain stimuli and ignores others

Selective Distortion - consumer changes or distorts information that conflicts with feeling or belief. (you're only hearing part of what I say..like the telephone game)

Selective Retention - consumer remembers only that information that supports personal beliefs (what little we remember in class) [note; repetition can be damaging in media if over-exposed]

- Motivation

Learning

Experimental - an experience changes behavior

Conceptual - Not learned through direct experience

Beliefs & Attitudes

- Change beliefs about the brand's attributes

- Change the relative importance of these beliefs

- add new beliefs

"attitudes overtime create beliefs"

[ Did and Turned in -- In Class Assignment Sept 18 ]