Cb 5

Front 1

how to stimulate problem recognition

Back 1

create a new ideal state
create dissatisfaction

Front 2

prototypicality

Back 2

people using the brand name as a description ie bandaid/coke

Front 3

diagnosity

Back 3

price/specs; help us discriminate among objects

Front 4

attribute recall

Back 4

accessibility/availability
diagnosicity
salience
vividness
goals

Front 5

confirmation bias

Back 5

we recall things we like
reinforcement likely overstates positivity

Front 6

inhibition

Back 6

customers don't always consider key aspects
recall other more accessible attributes
ie home buying

Front 7

mood

Back 7

recall matched to mood

Front 8

services required for successful internet shopping

Back 8

1) catalog info
2) product uploading
3) shopping facilities
4) searching
5) payment services
6) social networking

Front 9

effort to process info influenced by

Back 9

motivation
ability
opportunity

Front 10

factors influencing motivation

Back 10

involvement
perceived risk
cost and benefits
consideration set
relative brand uncertainty
attitudes toward search
discrepancy of information

Front 11

affecting opportunity

Back 11

amount of info available
information format
time availability
number of items chosen

Front 12

goals for marketing communications

Back 12

change beliefs
change importance of beliefs
add a new belief

Front 13

judgements

Back 13

do not require decision making
estimation of a likelihood
formed quickly bassed on intensity of affective responses

Front 14

biases in judgement process

Back 14

confirmation
self positivity
negativity
mood

Front 15

confirmation bias

Back 15

recall info that affirms positive beliefs

Front 16

self-positivity bias

Back 16

consumers tend to believe bad things are more likely to happen to others (ie life insurance)

Front 17

negativity bias

Back 17

neg info gets more weight than pos

Front 18

high effort consumer decisions

Back 18

which brands to consider
what is important to the choice

Front 19

3 types of sets

Back 19

consideration (what you choose among)
inept (unacceptable)
inert (indifferent)

Front 20

compensatory

Back 20

mental cost-benefit associated with positive features
brand that has best overall value

Front 21

noncompensatory

Back 21

neg features lead to rejection

Front 22

brand vs. attribute processing

Back 22

one brand at a time vs. one attribute at a time

Front 23

conjunctive models

Back 23

focus on getting rid of bad ones
minimum cutoffs

Front 24

disjunctive model

Back 24

weight on positives
find good ones
decision based on several important attributes

Front 25

additive difference model

Back 25

brands by attribute, 2 at a time
differences added up by attribute

Front 26

lexicographic model

Back 26

attributes ordered by importance
if one alternative dominates an attribute then it is chosen, otherwise move onto next most important attribute

Front 27

elimination by aspects

Back 27

attributes ordered by importance, alternatives acceptable on first attribute proceed to evaluation on further attributes

Front 28

appraisal theory

Back 28

affective
how emotions determine the way we handle a situation
how/why emotions effect future judgements

Front 29

affective forecasting

Back 29

valence -how we feel
intensity of feeling
duration of feeling

Front 30

alternative based decisions

Back 30

top down
evaluate pros and cons then choose best

Front 31

attribute based decisions

Back 31

bottom up
abstracting attributes

Front 32

framing by consumer

Back 32

goal-related
usage
external framing (lean beef vs. fat)

Front 33

self-presentation

Back 33

consumers may make choices to blend in with a group

Front 34

minimizing regret

Back 34

consumers may make choices that are risk averse and similar to group

Front 35

information gathering

Back 35

consumers may make choices based on other's experiences within the group

Front 36

heuristics

Back 36

rule of thumb/best guess/hunch
price, for example

Front 37

representativeness heuristics

Back 37

companies position products similar to leading brand

Front 38

availability heuristics

Back 38

recollection of vivid events
base-rate info (rate @ which event occurs)
law of small numbers

Front 39

hierarchy of effects in high effort

Back 39

thinking feeling behaving

Front 40

hierarchy of effects in low effort

Back 40

thinking behaving feeling

Front 41

operant conditioning

Back 41

reinforcements & punishments influence choice tactics

Front 42

affect referral

Back 42

memory's recollection of how you feel about product when making a choice

Front 43

brand familiarity

Back 43

visual attributes
may be done to mere exposure effect