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14 Cards in this Set

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Affect Referral Decision Rule
A simplified decision rule by which consumers make a product choice on the basis of their previously established overall ratings of the brands considered, rather than on specific attributes.
Compensatory Decision Rule
A type of decision rule in which a consumer evaluates each brand in terms of each relevant attribute and then selects the brand with the hightest weighted score.
Conjunctive Decision Rule
A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each attribute evaluated. Brands that fall below the cutoff point on any one attribute are eliminated from further consideration. (Heauristics)
Consumer Decision Making
Cogntitive and emotional aspects such as impulse, family, friends, advertisers, role models, moods, and situations that influence a purchase.
Consumption Process
A process consisting of three stages: the input stage establishes the consumption set and consuming style: the process of consuming and possessing, which includes using possessing, collecting, and disposing of things and experiences; and the output stage, which includes changes in feelings, moods, attitudes, and behavior toward the product or service.
Disjunctive Rule
A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each relevant product attribute; any brand meeting or surpassing the cutoff point for any one attribute is considered on acceptable choice.
Evaluation of Alternatives
A stage in the consumer decision-making process in which the consumer appraises the benefits to be derived from each of the product alternatives being considered.
Evoked Set
The specific brands a consumer considers in making a purchase choice in a particular product category.
Extensive Problem Solving
Decision-making efforts by consumers that have no established criteria for evaluating a product category or specific brands in that category or have not narrowed the brands to a manageable subset.
Gifting Behavior
The process of gift exchange that takes place between a giver and a recipient.
Inept Set
Brands that a consumer excludes from purchase consideration.
Inert Set
Brands that a consumer is indifferent towards because they are perceived as having no particular advantage.
Information overload
A situation in which the consumer is presented with too much product-or brand-related information.
Lexicographic Decision Rule
A noncompensatory decision rule in which consumers first rank product attributes in terms of their importance, then compare brands in terms of the attribute considered most important. If one brand scores higher than the other brands, it is selected; if not, the process is continued with the second ranked attribute, and so on.