uncevering attitudes general and lasting evaluation
by Sofía Escamilla
1. basics
1.1. what the customer feels or believves about a product or service
1.1.1. purchasing
1.1.1.1. beliefs
1.1.1.1.1. what the customer think about the product
1.1.1.2. intentions
1.1.1.2.1. how the customer is likely to react because of their beliefs and feelings
1.1.1.3. feelings
1.1.1.3.1. how they feel about the product
2. understand
2.1. introduction of new products
2.2. addition of new consumer experience
2.3. marketing effects of your competition
2.4. performance of the product after purchase
3. customer internal decisions
3.1. ego
3.1.1. gives the product the capabilities to defend a customer self, image, against the internal and external threals
3.2. value
3.2.1. gives the product consistency with the customer values and self image
3.3. adjustment fuction
3.3.1. gives the product the ability to help a customer achieve a desire goal.
3.4. knowlegde
3.4.1. gives the product the ability to provide meaning to the customers beliefs.
4. purchase decisions
4.1. purchase
4.1.1. reject