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IMC ch 4

IMC Ch 4

QuestionAnswer
Consumer decision stage RIAPE; problem Recognition, Information search, Alternative evaluation, purchase Decision, post-purchase Evaluation
Consumer psychological Process MPAIL; Motivation, Perception, Attitude formation, Integration, Learning
The perception Process RSOI; Receive, Select, Organize, Interpret
Selectiver perception process EACR; selective Exposure, selective Attention, selective Comprehension, selective Retention
Evoked set of brands a portion of all of the available brands that the consumer has as their alternatives
two forms of Evaluation criteria Objective- price, service Subjective- style, appearance
The Decision Process Pre-evaluation, Decision, Post evaluation
How consumers learn Thinking, Conditioning, Modeling
Mnemonics symbols, rhymes, associations, and images that assist in learning and memory of a brand
Situational determinants usage situation, purchase situation, and communications situation
_____ are the way product knowledge, meanings, and beliefs are combined to evaluate two or more alternatives. Integration processes
An ad campaign which informs consumers that people who smoke marijuana are helping to pay for terrorists' activities is trying to create the image that people who use drugs recreationally are a(n) _____ reference group. disassociative
Created by: Camwalt
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