1. Factors influencing buyer behaviour
   1. Consumer involvement
      1. High Involvement
         1. Understand how evaluation is being conducted
         2. Use extensive informative adveritsing
         3. Use personal selling
         4. Create a distinctive brand identity
         5. Concentrate on reducing (perceived) risk
            1. Seals of approval
            2. Endorsemets from influential people
            3. Free trials of the product
            4. Extensive usage instructions
            5. Warranties and guarantees
      2. Low Involvement
         1. Habitual buying
            1. Concentrate on a few key qualities and/or reduce variety
            2. Create a unique brand identity
            3. Introduce novel evaluative criteria
            4. Market-follower: deals, samples, coupons
            5. Market-leader: consistent product quality and availability
         2. Variety-seeking buying
            1. Create unique brand identity
            2. Introduce novel evaluative criteria
            3. Novel packaging, size, usage
            4. Product-line extensions
   2. Situational factors
      1. Time: time of day, season, day of the week
      2. Antecedent states: the consumer's mood or cash on hand
      3. Perception
         1. Selective attention
         2. Selective retention
         3. Selective distortion
      4. Colours
   3. Affect and cognition
      1. Affect
         1. Largely reactive
         2. Difficult to control
         3. Often felt physically
         4. Respond to thoughts produced by the cognitive system
         5. Might be influenced by situational factors, involvement, marketing tools, personality, sociocultural factors
      2. Cognition
         1. Interprets the environment, our behaviour and our affective states
         2. identify objectives and evaluate alternatives
      3. Affect and Cognition are interdependent
   4. Sociocultural influences
      1. Personality
      2. Culture
         1. Subcultures
         2. Social classes
         3. Reference groups
            1. Membership groups
            2. Aspirational groups
            3. Dissociative groups
      3. Personal factors
         1. Family
         2. Role within a family, group or organisation
         3. Age
   5. Lifestyle
2. Consumer decision process
   1. Problem recognition: perceiving a need
   2. Information search: seeking value
      1. Depends on:
         1. Strength of the drive
         2. Degree to which the purchase is self-expressive
         3. Amount of information you start with
         4. Ease of obtaining the information
         5. Value placed on the additional information
         6. Satisfaction from searching
      2. Internal Search
      3. External Search
   3. Alternative evaluation: assessing value
   4. Purchase decision: buying value
      1. Where to buy?
      2. When to buy?
      3. Other situational factors
   5. Post purchase behavior: value in consumption or use
      1. Why is this important?
         1. Repeat purchase
         2. Word of mouth
      2. What can we do?
         1. Return policies
         2. Telephone/online support
         3. Follow-up communication and continues promotion to affirm choice