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Consumer Behavior (Consumer Buying Process (Need Recognition, Information…
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Selective Attention
Subliminal Advertising
Sending Message to Invoke Thinking Subconsciously
Can be Done Through Colour, Words, Shapes or Sizes
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EG: Interested in Gshock watches. Only focuses on Gshock commercials and only remember the good things about them
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Product, Brand & Dealer Choice
Purchase Amount & Timing
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Membership Group - EG: SMU students buy SMU Textbooks
Reference group - Aspirational group, Opinion Leaders
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EG: Young/Middle Aged Divorced w Children - Lack of time. So Company designed frozen food that can be prepared in 5mins
EG: More Singles - Korean restaurant design innovative marketing gimmicks to attract singles
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EG: Starbucks did a research & found that coffee drinkers are more sociable. Hence, their cafe is designed to have a cozy setting
EG: Purchase and carry a book that symbolizes yourself
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Activities, Interest & Opinions
SRI Values: Strivers, Experiencers
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EG: If you want to buy a pair of jeans that allows you to stand out in a party, you will be more involved
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Can results be easily observed?
Is innovation better than existing products?
Is innovation compatible with target market?
Is the product complex to use?
Can you lease it or have a trial period?
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