Chp 12 Cards Marketing

Front 1

actual state

Back 1

consumer’s perceived current state

Front 2

awareness set

Back 2

set of alternatives of which a consumer is aware

Front 3

behavioral influence decision-making perspective

Back 3

assumes many consumer decisions are actually learned responses to environmental influences

Front 4

brand inertia

Back 4

a consumer simply buys a product repeatedly without any real attachment

Front 5

brand loyalty

Back 5

deeply held commitment to re-buy a product or service regardless of situational influences that could lead to switching behavior

Front 6

consideration set

Back 6

alternatives that are considered acceptable for further consideration in decision making

Front 7

consumer search behavior

Back 7

behaviors that consumers engage in as they seek information that can be used to resolve a problem

Front 8

desired state

Back 8

perceived state for which a consumer strives

Front 9

experiential decision-making perspective

Back 9

assumes consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behavior under consideration

Front 10

extended decision making

Back 10

assumes consumers move diligently through various problem-solving activities in search of the best information that will help them reach a decision

Front 11

external search

Back 11

gathering of information from sources external to the consumer such as friends, family, salespeople, advertising, independent research reports, and the Internet

Front 12

habitual decision making

Back 12

consumers generally do not seek information at all when a problem is recognized and select a product based on habit

Front 13

inept set

Back 13

alternatives in the awareness set that are deemed to be unacceptable for further consideration

Front 14

inert set

Back 14

alternatives in the awareness set about which consumers are indifferent or do not hold strong feelings

Front 15

information overload

Back 15

situation in which consumers are presented with so much information that they cannot assimilate the variety of information presented

Front 16

internal search

Back 16

retrieval of knowledge stored in memory about products, services, and experiences

Front 17

limited decision making

Back 17

consumers search very little for information and often reach decisions based largely on prior beliefs about products and their attributes

Front 18

ongoing search

Back 18

search effort that is not necessarily focused on an upcoming purchase or decision but rather on staying up-to-date on the topic

Front 19

perceived risk

Back 19

perception of the negative consequences that are likely to result from a course of action and the uncertainty of which course of action is best to take

Front 20

pre-purchase search

Back 20

search effort aimed at finding information to solve an immediate problem

Front 21

price

Back 21

information that signals the amount of potential value contained in a product

Front 22

quality

Back 22

perceived overall goodness or badness of some product

Front 23

rational decision-making perspective

Back 23

assumes consumers diligently gather information about purchases, carefully compare various brands of products on salient attributes, and make informed decisions regarding what brand to buy

Front 24

satisficing

Back 24

practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions

Front 25

search regret

Back 25

negative emotions that come from failed search processes

Front 26

universal set

Back 26

total collection