17-31 BAZELE COMPORTAMENTALE ALE COMUNICAłIILOR DE MARKETING. MODELE DE PROCESARE APLICABILE ÎN SPORT
BASIS BEHAVIOR OF MARKETING COMMUNICATIONS.
MODEL FOR PROCESSING IN SPORT
In the information processing by the consumer, and explain the
process of making the purchase decision by him there are two distinct
approaches to the way in, namely:
– The information processing – CIP, the consumer is considered a
governor analytical, systematic and logical;
– Hedonic or experiential approach, in which consumer decision based
on feelings, emotions, seeking pleasure or amusement.
The model of information processing CIP developed by the theorists is
cognitive – affective – conativ, which implies that the subject (buyer) is to solve a
problem that needs to take a major decision, which requires obtaining such
Cuvinte cheie: consumator de sport, procesare, decizie, comunicaŃii