CONSUMER BEHAVIOR

Consumer Behavior

Consumer Behavior

One time the buyer has recognised a problem, they seek for information on products and services that can explain that problem. Belch and Belch (2007) interpret that consumers undertake both an interior (memory) and an external search.

Sources of information include:

Personal sources

Commercial sources

Public sources

Personal experience

The applicable internal psychological process that is affiliated with information seek is perception. insight is characterised as 'the method by which an individual receives, chooses, organises, and understands data to conceive a meaningful image of the world'

The selective perception process

Stage Description

Selective exposure buyers select which promotional messages they will expose themselves to.

Selective attention buyers select ...