Course Notes Week #2: Sept. 28th-Oct. 2nd
Course Notes Week #2: Sept. 28th-Oct. 2nd Comm 2331
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This 3 page Class Notes was uploaded by Megan Hageman on Monday October 5, 2015. The Class Notes belongs to Comm 2331 at Ohio State University taught by Erik Nisbet in Summer 2015. Since its upload, it has received 22 views. For similar materials see Strategic Communication Principles in Journalism and Mass Communications at Ohio State University.
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Date Created: 10/05/15
COMM 2331 Lecture Notes Week 2 Sept 28thOct2 d Lecture Notes Sept 28m Finished movie and answered questions about the exam Lecture Notes Sept 30m Midterm Exam 1 Chapter 4 Notes Perspectives on Consumer Behavior Consumer Behavior the process and activities people engage in when searching for selecting purchasing using evaluating and disposing of products and services so as to satisfy their needs and desires The Consumer DecisionMaking Process 1 Problem Recognition when the consumer perceives a need and becomes motivated to solve the problem discrepancy between consumer s ideal state and their actual state Sources of Problem Recognition out of stock dissatisfaction new needswants related productspurchases marketerinduced problem recognitionmarketers encourage consumers to not be content new products Motives factors that compel a consumer to take a particular acUon Maslow s Hierarchy of Needs 1 physiological shelter clothing water etc 2 safety needs 3 social needs 4 esteem needs 5 selfactualization needs 2 Information Search once a problem is found the consumer begins search for information to make a purchase decision Internal Search look back on personal experiences and previous knowledge External Search internet sources personal sources commercials public sources etc Perception how an individual receives selects organizes and interprets information to create a meaningful picture of the world 3 distinct processes 1 Sensation direct response of the senses 2 Psychological factors such as the consumer s personality needs motives expectations and experiences 3 Organizing categorizing and interpreting incoming information Selective Perception 1 Selective exposure consumers choose whether or not to make themselves available to the information 2 Selective attention consumers choose to focus attention on certain stimuli while excluding others 3 Selective comprehension interpreting information on the basis of their own attitudes beliefs motives and experiences 4 Selective retention consumers don t remember all the information they take in Subliminal Perception 3 Alternative Evaluation comparison of different brands and products Evaluative Criteria functional consequences concrete outcomes psychosocial consequences abstract outcomeshow the product makes you feel Attitudes Integration Process the way product knowledge meanings and beliefs are combined to evaluate two or more alternatives 4 Purchase Decision purchase intention brand loyalty 5 Postpurchase Evaluation Cognitive Dissonance feeling of regret or doubt after you make a decision Classical Conditioning Pavlov assumes that we already have a relationship between the stimulus and the response Operant Conditioning the individual must actively operate or act on some aspect of the environment for learning to occur involves reinforcement reward or consequence associated with a particular response shaping Cognitive Learning Process Goal l Purposive behavior Insight Goal achievement Environmental In uences on Consumer Behavior 1 Culture 2 Subculture 3 Social Class 4 Reference groups 5 Situational Determinants Lecture Notes Oct 2 Consumer Behavior the process and activities people engage in when searching for selecting purchasing using evaluating and disposing of products and services Problem recognition Out of Stock Dissatisfaction New needswants Marketinduced recognition New products Maslow s Hierarchy of Needs see chapter notes quot Freudian Psychoanalytic Approach deeprooted motivations that underlie behavior and often lie in the subconscious Pros reveals hidden feelings highlights importance of symbols Cons very small samples subjective interpretations difficult to verify Perception selection and avoidance of certain messages Selective exposure Selective attention Selective comprehension Selective retention Evaluation of alternatives Objective Attributes price features service Vs Subjective Attributes image style performance