Individual

Individual

1. Situational Influences

   • object characteristics
   • Individual differences
     • Consumer preferences
       • Influencing choice
         • evaluation of alternatives
   • Product, Price, Place, Promotion
   • Level of involvement
     • Perceived Risk
   • Value
   • Product Use

2. Self

   • Perception
     • Ideal self
     • Social influence
       • Brand positioning, brand image
         • Memory
           • Brand personality
           • Recall
             • Hemispheric lateralization
             • Performance v. Imagery
           • Recognition
             • First step: build awareness
         • (Repositioning)
         • Attitude
           • Persuasion
             • Behaviour
               • Choice
       • Celebrity presentation
         • Endorsement: adds social value
       • Opinion leadership
     • Consumer perception
       • Sensation
         • Hedonic Experience
           • Emotional stimulus
           • Multisensory
             • Arousel
               • Pleasure
                 • Satisfaction from purchasing
                 • Dominance
           • Mastery
       • Attention
       • Interpretation
   • Social self
     • Social class
       • Cultural capital
         • Objects/items with social value/class ranking, made for certain class
       • Social norms
         • Identity theory
     • Gender
       • Identity
         • Stereotypes
     • Socialisation

Bilder und Dateien der Mindmap