Title: Ch. 7 TB: Consumer Buying Behavior Flashcards | Quizlet
Headings: Ch. 7 TB: Consumer Buying Behavior
Ch. 7 TB: Consumer Buying Behavior
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Content: Such moods or conditions are momentary and occur immediately before the situation where a buying decision will be made. They can affect a person's ability and desire to search for or receive information, or seek and evaluate alternatives. Moods can also significantly influence a consumer's postpurchase evaluation. If a person is happy immediately after purchase, he may be more likely to attribute the mood to the product and will judge it favorably. Discuss how perceptual processes may influence the consumer buying decision process. A consumer's perceptual process may influence the consumer buying decision process in many ways. First, a consumer's perceptual process may operate such that a seller's information never reaches the target. For example, a buyer may entirely block out and not notice an advertisement in a magazine. Second, a buyer may receive information but perceive it differently than was intended, as occurs in selective distortion. For instance, when a toothpaste producer advertises that "35% of the people who use this toothpaste have fewer cavities," a customer could infer that 65% of users have more cavities.