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19 Cards in this Set
- Front
- Back
- 3rd side (hint)
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High-Involvement |
purchases involve goods or services that are psychologically important to the buyer because they address social or ego needs and therefore carry social and psychological risks |
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High-Involvement |
may also involve a lot of money and therefore financial risk |
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Problem Identification |
purchase-decision processes are triggered by unsatisfied needs or wants |
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Problem Identification |
we tend to focus on those that are strongest |
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need |
can become stronger and be brought to our attention by our detoriation if our actual state or an upward revision of our ideal state |
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Information search |
people seek additional information about alternative brands until they perceive that the costs of obtaining more information are equal to the additional value or benefit derived |
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opportunity cost |
the time involved in seeking information |
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psychological costs |
involved in searching for information |
(frustrations, crowded stores) |
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personal sources |
family, friends, reference groups |
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public sources |
include noncommercial & professional organizations & individuals who provide advice for consumers, such as doctors, lawyers, governmental agencies, travel agencies, consumer-interest groups & web journals (or blogs) |
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evaluation of alternatives |
⚫consumers simplify their evaluation in several ways ⚫combine evaluations of each brand across attributes, taking into account the relative importance of those attributes
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evoked set |
a limited number they are familiar w/ that are likely to satisfy their needs |
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product dimensions/attributes |
evaluate each of the brands in the evoked set on a limited number |
relative importance |
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purchase |
source where to buy the product |
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consumers |
usually select the source they perceive to be best on those attributes most important to them |
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postpurchase evaluation |
the person's aspiration/expectation level - how well the product was expected to perform |
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brand loyalty |
consistent positive experiences can ultimately lead to |
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Low-Involvement |
⚫most purchase decisions are low in consumer involvement ⚫extensive search for information for such a purchase |
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Inertia |
few differences between brands & little risk associated w/ making a poor choice, consumers either buy brands at random/buy the same brand repetitively to avoid making a choice |
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