Professional Documents
Culture Documents
Session 2
Session 2
Process of Marketing:
Changing Behaviour
Picking
Legalistic
Heuristics
Brand Loyalty
• Search Attributes
– Can be evaluated before purchase
• Experience attributes
– Can be evaluated after usage
• Credence attributes
– Can not be evaluated even after use
Search attributes
http://www.youtube.com/watch?v=mdiRfDagxSA
Credence Attributes
Purchase Involement
Product involvement
Process of increasing product involvement