Knowing Which Stage of the Purchase Decision Process the Consumer

question 5

Essay

Knowing which stage of the purchase decision process the consumer is in can affect the
promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through the pre-purchase, purchase, and post-purchase stages of the decision process?

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Definitions:

Negative Transfer

This occurs when learning in one context or task hinders or interferes with performance in another context or task.

Vertical Transfer

The process of applying knowledge or skills acquired in one context to different or higher-level tasks and situations.

Performance Deterioration

A decline or reduction in the efficiency, quality, or effectiveness of an individual's or group's work performance over time.

Motivation To Transfer

The level of an individual's intention or desire to apply the skills and knowledge gained from training back to their job or daily activities.