Chapter 3

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Author:
cjeffrey
ID:
282847
Filename:
Chapter 3
Updated:
2014-09-12 18:00:29
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chapter3
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Description:
The Psychology of Selling: Why People Buy
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  1. Review the Black Box Theory
    Stimulus --> Social Factors, Psychological Factors, Personal Factors --> Response
  2. Motivaiton to buy must be there. Must also be an economic need, or most satisfying for their money
    • Perceived value =  Perceived (benefits)
    •                             Perceived  (cost)
  3. how buyer selects organizes, interprets information
    perception
  4. only portion of information is used
    selective exposure
  5. perceptual process may alter inofromation
    selective distortion
  6. may remember only what supports their attitudes and beliefs
    selective rentention
  7. Real self, self-image, ideal self, looking-glass self
    refers to ones self-concept
  8. thinker, intuitor, feeler, and sensor style
    adapt your presentation to the buyer style

    page 74
  9. 3 classes of buying situations
    • routine
    • limited
    • extensive

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