This chapter focused on why we buy what we buy. There is a 5 step decision making process people go through when they buy things. The steps are recognizing the need, searching for information, evaluating alternatives, making the choice and last post-purchase disorder. Sometime people later question themselves about their purchase and there is a gap between the satisfaction they feel and what they expected. I did not know that this was an actual step people go through. I have often felt this way after buying something, especially something expensive. I use much higher effort when purchasing products that cost more money, even if I know I need them.
People buy products for many different reasons. Some are internal, others are social. Internal reasons include perception, motivation, learning, attitudes, among others. Social reasons are social class, group memberships and other belonging needs. I thought it was very interesting to learn that the temperature of a store can affect your purchase behavior! Psychographics are when companies use our activities, interests and opinions to divide us into market segments. I thought this was the most interesting chapter we have studied so far. I've never given much thought to why I buy the things I do, but next time I am shopping I will probably think about it!
The perfume bottle is a good example of something that would be high effort for me. I really want it but I don't want to spend the money to buy it. The sketchers ad shows reasons why people buy things...if you buy those shoes you can be sexy and Christina Aguilera wears them so you can be like her.
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