마케팅 중요이론 Top 10(영문)

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마케팅 중요이론 Top 10(영문)에 대한 자료입니다.
목차
Anchoring and Adjustment is important role of marketers.
Marketer’s product is must included in Consideration Set
Perceiving Through Vision
Brand personality
problem recognition is important role of marketers.
exposure through advertising is important role of marketers.
price as a simplifying strategy is important role of marketers
Post-decision dissonance is important role of marketers.
Source Credibility is important role of marketers.
How to use underdog strategy.
본문내용
During this semester, we are taught about many theories of Consumer Behavior.
These theories not exist in just text book, but can be applied to actual marketing.
So we summarize what marketers think important things that we guess.

Anchoring and Adjustment is important role of marketers.
First, Anchoring is to sum up“initial value”
Individuals will first anchor the judgment based on some initial value.
It is similar to first impression. For example, we meet certain person first, we impressed his first impression.
But we get along with him continuously, we more and more know him.
And we adjust his first evaluation. That is Adjusting.
We adjust or update the evaluation as they consider additional information.
It is applied to marketing theory. Consumers encounter product first, they evaluate them only their first impression. But after consumers use product, consumer’s thinking about product is changed.
And the initial value can be information or an affective response readily available from memory. it can also be attribute information from the external environment that is encountered first. Consumer values and normative influences can also be strong determination of the initial value.