uncevering attitudes general and lasting evaluation

uncevering attitudes general and lasting evaluation

1. ego

   • gives the product the capabilities to defend a customer self, image, against the internal and external threals

2. customer internal decisions

   • value
     • gives the product consistency with the customer values and self image
   • knowledge
     • gives the product the ability to provide meaning to the customers beliefs.
   • adjustment fuction
     • gives the product the ability to help a customer achieve a desire goal.

3. basics

   • what the customer feels or believes about a product or service
     • dissecting
       • beliefs
         • what the customer think about the product
       • intentions
         • how the customer is likely to react because of their beliefs and feelings
       • feelings
         • how they feel about the product

4. purchase decisions

   • (purchase or reject)
     • postpurchase behavior
   • seeing

5. understand

   • introduction of new products
   • addition of new consumer experiences
   • marketing effects of your competition
   • performance of the product after purchase