Summary: Alles Consumer Moeilijk

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• Explain the motivation and responses of step 2: information search? 2

  Motivation to search: cost versus benefit perspective. 
  1. Passive: as consumers are more preceptive to information
  2. Active: if consumers engage in search behavior. 
  - People search for decisions-relevant information when the perceived benefits of the new information are greater than the perceived costs of acquiring the information 

• Explain the stimulus selection factors of Attention?

  - Characteristics of the stimulus itself: help customers to determine what gets noticed and what gets ignored. 
  - Customers are more likely to notice stimuli that differ from others around them. 
  - Marketers can create contrast through size, position and color 

• Explain the Retrieval of the Memory process? 4

  We access the desired information. 
  1. State-dependent retrieval: we are better able to access information if our internal state is the same at the time of recall as when we learned the information. 
  2. Familiarity: prior familiarity with a fashion item enhances its recall. Potential problem: extreme familiarity leads to inferior learning and recall. 
  3. Salience: stimuli that stand out in contrast to their environments are more likely to be command attention to which, in turn, increases the likelihood that we will recall them. 
  4. Visual memory: visual components of an advertisement are more likely to get consumers attention. 

• Explain the Theory of Cognitive dissonance? 5

  People have a need for order and consistency in their life. It beliefs or behaviors conflict with each other, tension is induced.

• Explain the experiential hierarchy of the ABC model of attitudes? 7

  Based on emotional reactions. 
  - attitudes are strongly influenced by intangible products attributes and consumers reactions towards accompanying stimulus 

• Explain the low-involvement hierarchy of the ABC model of attitudes? 7

  Decision maker: experience. 
  Assumption: a consumer is lowly involved in making a purchase situation. 
  - A consumer responds based on limited knowledge; then he forms an evaluation after he buys the fashion item. 

• Explain he Stand learning hierarchy of the ABC model of attitudes? 7

  Decision making: a problem solving approach 
  Assumption: a consumer is highly involved in making a purchase situation. 
  1. Form beliefs about a fashion item by accumulating knowledge (beliefs) 
  2. Evaluate these beliefs, then develop a feeling about the fashion item (affect) 
  3. Respond. (bahavior) 

• Explain the hierarchies of effect of the ABC model of attitudes? 7

  Importance of attitude components depends on consumer's motivation toward an attitude object.

• What is consumer confidence? 8

  The extent to which people are optimistic or pessimistic about the future health of the economy. 
  - influence how much discretionary money we will pump into the economy 

• Explain the social stratification of social class?

  Social arrangements in which some members get more resources than others by virtue of relative standing, power or control.