Marketing Ch5

Consumer behaviour is one external variable that businesses can rely on to remain stable for many generations.

Consumer behaviour includes the decision process that determines purchase decisions. 

How individuals collect information about products and services is part of consumer behaviour. 

The extent of consumer information search is dependent on the kind of product being purchased more than the individual buyer. 

Information search is the first step in the consumer purchase decision process. 

As the risk increases, the extent of the search for information decreases. 

Sam decided to analyze how he makes a decision about buying food for lunch on campus. This decision requires considerable information search in the buying decision-making process. 

A car buyer questions the wisdom of her recent purchase. She is experiencing cognitive dissonance.

According to Maslow's hierarchy of needs, satisfied needs motivate. 

"Looking-glass self is how you would like to be."