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12 Cards in this Set
- Front
- Back
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Irrational Decision |
Type of decision that requires no/littleproblem solving |
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Search Regret |
Negative emotions that come from a failedsearch |
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Internal Search |
Search that occurs in the mind of the consumer |
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Rational Decision |
Well thought out decision |
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Need recognition |
Actual State ≠ Desired State consumer perceives a differencebetween an actual state and a desired state. |
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Pre-purchase search |
Directed search, specific to an upcoming choice, & active gathering of information to helpmake the choice |
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Inept Set |
Awareness Set---->>> Products that are unacceptable |
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Factors that increase the likelihood ofexternal search |
Moderate product experience, Highinvolvement, High perceived risk, Small amount of search effort, Large timeavailability, Positive attitudes toward shopping |
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Heuristic Decisions |
–(Rule of Thumb, e.g. Higher Price=BetterQuality) |
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Consumer Search Behavior |
•- behaviors that consumers engagein as they seek information that can be used to resolve a problem |
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Ongoing Search |
–More general, less directed –Can be in an area of interest, ex. I liketo learn about cars –Can be to help justify or reinforce apast choice–Can be in anticipation of possibleupcoming choices |
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Factors Influencing Amount of Search |
Product experience Involvement Perceived risk Amountof search effort Time availability Attitudes towards shopping Personal factors Situational influencers |
