Discuss how perceptual processes may influence the consumer buying decision process.
What will be an ideal response?
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. Third, a buyer who perceives information inputs to be inconsistent with prior beliefs is likely to forget the information quickly, as is the case with selective retention.
You might also like to view...
Which of the following forms of organizational justice refers to the perceived fairness of the communications made by leaders during a process?
A. procedural justice B. interpersonal justice C. distributive justice D. informational justice
A volume discount is a pricing tactic that is an invoice reduction used to encourage prospective customers to try an offering that is new to them
The offering's actual price is listed on the invoice, then reduced by the incentive to change, with the notation "initial use discount." Indicate whether the statement is true or false
The inventory accounts generally maintained by a manufacturing firm are only finished goods and materials
Indicate whether the statement is true or false
Under the ____________________ method of amortization, an equal amount of discount or premium is amortized each time interest is paid
Fill in the blank(s) with correct word