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97 Cards in this Set
- Front
- Back
consumer behavior definition
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reflects thte totality of consumers' decisions with respect to the acquisition, consumption, and dispotion of gods, services, activities, and ideas by (human) decision-making units
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4 domains of consumer behavior
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1. psychological core
2. process of making decisions 3. consumer's cutlure 4. consumer bheavior outcomes having (MAO)-motivation, ability, opportunity |
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consumer behavior invovles more than just buying
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-acquiring
-using -dispoing -dynamic process -can involve many peopel -invovles many decisions |
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process of making decisions-
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-prob recogitionand search for info
-making judbments and deciison -making post-decision eval. |
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psychological core
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-exposure, attnetion, perception
-categorizing/comprehending info -forming and changing attitudes -forming and retrieving memories |
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culture/ consumer behiavior outcomes
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-external processes-regaional and ethnic influences
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motiviation
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"an inner state of arousal" with aroulsed energy directed to achieving a goal.
-one outcome of motivation is goal-relevent behavior |
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motivated reasonign
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process info in a way that allows them to reach a particular conclusion they want to reach
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felt invovlement
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refers to psychological experience of the motivated consumer. it can be
=enduring -situational -cognitive -affective |
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enduring invovlement
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exists when we show interst in an offering or activity over a long period of time
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cognitive invovlements
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consumer is intersted in thinking about and processing info related to his or her goal
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affective invovlement
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consumer willign to expend emotioanl energy in or has heigthened feelings about an offering or activity
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objects of invovlement
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-product catgeories
-brands (Brand loyalty) -ads -medium -decisions and behaviors (response invovlement) - |
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what affects motivation
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-personal relevance (extenet to which it has a direct bearing on and significat consequences or implications for your life)
-self-cocnept (view of yourself) |
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values
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beliefs that guuide what peopel regard as impo. or good
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goals
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particular end state or outcome that a person would like to achieve
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social needs
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externally directed and relate to toher individuals
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nonsocial needs
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notb based on other people--sleep, novelty, control, etc. only invovle ourselves
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functional needs
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eithe rsocial/non--solve consumption-related--> side airbags
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symbolic need
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affect how we perceive oursleves and how we are perceied by others. (achievement, independence)
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hedonic needs
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sensory pleasure
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needs for cognition and stimulation
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mental stimulation
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chararcteristscs of needs
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-dynamic, hiearchy, internally/externarlly arounsed, conflict
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approach-avoidance conflict
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if a need satisfies some needs and fails others--whether to smoke cigarettes
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approach-approach conflicts
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when someone must choose b/t two or more equally desireable options taht fulfill diff. needs
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avoidance-avoidance conflict
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when choose b/t 2 equally undesirables options
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ability
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defined as the extent to whcih consumers have the necessary resources to make the outcome happen
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cognitive style
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preferences for ways info should be presented
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cognitive complexity
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more likely to engage in complicated processing of info from mkting communhcations, accepting new and/or contradictory info
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what affects motivation
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-personal relevance
-values, goals, needs -perceived risk -inconsistency with attitudes |
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prob recognition
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perceived difference b/t an ideal and actual state
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what kind of info is retreived from internal search
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-brands
-attributes -evaluations -experiences |
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prototypicality
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-more eaisly recall brands that are closet to the prototype or that most resemble other category members.
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attribute determinance
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both being salient (prominent) and diagnostic
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confirmation bias
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refers to our tendency to recall info that reinforces or confirms our overall beliefs rhat thrn contradicting them, thereyb makign our judgement or decision more positive than it shoudl be
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inhibition
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all varibales that influece recall of certain attributes can lead to inhibition of recall for other diagnoistci attributes
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two types of external search
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prepurchase search-coccurs in response to the activiation of prob. recognition
-ongoing search-occurs on a regular and icontiuned basis-when prob. recongion isn't activitaed |
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5 key aspects of external search process
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1. source of information
2. extent of external search 3. content of the external search 4. search typologies 5. proces or order of search |
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6 factors increase motivation to conduct external search
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-invovlement and perceived risk
-perceived costs and benefits -nature of consideration set -relative brand uncertainty -attitudes toward search -the level of discrepancyh of new info |
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situational factors that affect search process
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-amt. of info
-info foramat -time available -number of tiems being chosen |
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recall of attributes
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-accessibility or availabitily-how long it takes to come up with info
-diagnosticity-how useful -salience-important? -vivideness-memorable or not -goals-attribute matches goals |
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judgement
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evaluations/oestiamtes regarind likeilihood of events
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deciison making
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invovles making a selection b/t option or activities
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self-postivity bais
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when consumers believe they are less vulnerable to a risk than others are, they have self-positivity bias--AIDS-less likely to get it
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negativity bais
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consuemrs weight negative info more heavily than positive info when forming judmgements
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prior brand eval
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when consumers judge a brand to be good based on past exposure, they may bsubsequently fail to learn (and view as important ) information about the brand's attributes that are diagnostic of its actual quality
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conjuntive probabilty assessment
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when consuemrs estimate the likelihood that two events will occur simultatneously or that two attributes are related
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illusory correlation
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consumers are not adept at making conjuntive probabily judgements, and they think a relationship exists when it doesnt. --more likely to occur when info is ambiguous
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inept set
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considerationset with brands that are unacceptable. (inert set)
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cognitive models
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descirbe the processes by whcih consumers combine info about attirubtes to reach a decision in a rational systematic manner
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compensatory models
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consumers choose the brand that has the greatest number of positive features relative to negative.
=negative attribute must be compensated for |
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noncompensatory models
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negative ino leads the consume rto imediately reject the brand or service form the consideration set
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brand vs. attribute models
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-brand processing-evaluate on one brand at a time
-attribute processing-compare across brands, one attribute at a time |
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additive differnce model
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brands are compared by attribute, 2 brands at a time
-consumers evaluate differences b/t brands on each attribute and than combine them into an overall preference -allows tradeoffs |
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noncompensatory brand processing models
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use key attributs to eavaluate brands-eliminate those not adequate
-set up cut off levels |
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conjunctive model
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set up minimum cutoffs for each attribute that rep. the absolute lowest value they are willing to accept
-only acceptable on ALL attributes |
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dijunctive model
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-consumer sets up acceptable levels for the cutoffs-levels that ar emore desirable
-consumer bases evaulations on several of the most impo. -usualy end up with more than one brand attributes, rather than on alll, putting the weight on positive info. -pass min. on any one attribute |
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lexicographic model
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consuemrs order attributes in terms of importance-compare the otpins one attribute at a time.
-keep going until one brand wins. |
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elimiatnion-by-aspects model
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similar to lexicographic, but incorporates the notion of an acceptalbe cutoff.
-not as strict. -usually selecting just oen brand -useful for makign final selection -more effor than dis/conjunctive |
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affective decision making
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make decision b/c it feels right
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noncomparable decisions
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adtop either an alt. -based strategy or an attribute-based strategy
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alt. based strategy
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top-down processing
-develop an overall eval. of each option-perahps using a compensatory or affective strategy and base their decision on it |
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attribute-based strategy
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consumers make comparisons easier for themselves by forming abstract represtnations of comparable attributes
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when alt. are less comparable, consumers use
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alt-based strat b/c harder to make attribute abstractions
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contextual effects on decision making
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-consumer characteristics
-task characteristics -task defintion or framing -presence of a group |
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attraction effect
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occurs b/c the infrior brands increas attractiveness of the dominant brand, making the deicision easier
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extremeness aversion
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options perceived as extreme on particular attribute they will avoid
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decision framing
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the way in which task is defined/rep.
-serves as intial reference point or anchor in teh diecision process |
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when making decision, attempts to balance both
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individual and individual-gropu goals.
-self-presentation -minimizing regret -info gathering |
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inept set/ inert
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inept-unacceptable otpions
inert-consumer is indifferent to |
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rep. heruistic
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make simple estimations to make comparisons to the category prototype
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availabitly heuristic
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can be influenced by the easy with which instances of an event can be brought to mind
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base-rate info
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how often the vent really cocurs-in foavr of info that is more vivd or accessible
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law of small numbers
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peopel expect info botained from a small sample to be typical of the larger pop.
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satisfice
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find a brand that simply satisifes their needs, may not be best but is good enough
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choice tactics for quick, effortless decision making
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-price, affect (i like it), performance, habit, brand-loyalty, variety seeking
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operant conditiong
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behavior as function of pervious actions and of the reinforcements or punishments obtained from these actions
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normative chocie tacts
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-direct influence-other manipulate us
-vicarious observation-we observe others to guide our bhavior -indirect influence-in which we are concered about the opinions of others |
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optimal stimulation level
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internal ideal level of stimulation
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sensationseekers
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more likely to engage in variety seeking, first to try new and trendy products
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vicarious exploration
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when consumers collect info about a product, either from reading or talkign with others, or putting themslves in stimulatin shopping enviornemtns
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passive learning
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as a consequnce-not b/c of go out and learn
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post-decision dissonance
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most liekly to occur when more than one alt. is attractive and the decision is impt
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post-decision regret
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occurs when consumers preceive an unfavorable comparison b/t the performance of the chosen option and the perofrmance of the unchosen options
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exposure to evidence
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to etither confirm or disprove this huypothesis
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encoding the evidence
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whethere or not it is in fact good
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integrate the evidnce
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with her exisitn knowledge/ beliefs
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when consumers have difficulty determing products quality
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tend to suport their hypotheses with info from advertisin or word of mouth
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when motivation to learn is high, 3 strategies for top dog.
3. for underdog |
-1. top dog reinforce brand
=2. encourage to get more info(block exposure to evidence) -3. explainign the experience-why brand is satisfying Under dog 1. do comparisons b/t them and market leader 2. disrupt agenday by employing advertising to create expectations as well as promotions such as sampling to provide experience 3. give them good experience |
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disconfirmation
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occurs when there is a discrepancy (+ or -) b/t prior eexpectations and the prodcuts's actual performance
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expectations
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desire product/service otucomes and include "pre-consumption beliefs about overall perforamnce, or levels or attributes possessed by a product (service).
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perforamcne
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measures whether these expected otucomes have been achieved
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positive, simple, negative disconfirmation
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-better than expected performance, on par, etc.
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attrubituion theory-3 key things
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explain how individuals find explaitons or cuases for effects or behavior.
1. stability (cause of event temp. or permanent) 2. focus-consuemr or market related 3. controllability-event under customer or marketer control? |
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equity tyeory
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nature of exhanges b/t individuals and their perceptions of these exhanges
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complainter types-passives, voicers, irates, activists
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-passives-least likely to complain
-voicers-likely to complain directly to retailer -irates-negative word of mouth/ gov't -activists-all types of complaing--hevaily |
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how to retain customers
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-1. care about customers
-2. remember customers b/t sales -3. build trusting relationships -4. montior the service-delivery process -5. provide extra effort |