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20 Cards in this Set
- Front
- Back
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Stages of Problem Recognition and Purchase
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Problem Recognition ----> Information Search -----> Options Assessment ----> Purchase Decision -----> Post-Purchase Evaluation -----> Feedback ----> Options Assessment
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Brand Recall
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Vary in terns of Variability, Size, Variety, Preference dispersion, familiarity, Goals/Usage situation, preference, retrieval cues.
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Attribute Recall
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Accessibility/Availability, Vividness, Goals
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Motivation to Process Information
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Involvement and perceived risk, perceived costs and benefits, consideration set, relative brand uncertainty, Attitudes towards search, discrepancy of informatiion
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Ability to process information
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consumer knowledge, cognitive abilities, demographics
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Opportunity to process information
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Amount of Info Available, Information format, time availability, number of items being chosen
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Theory of Reasoned Action
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Belief about consequences, Evaluation of the Consequences, Normative belief, Motivation.
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Theory of Planned Behavior
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Dimensions of consumers' perceived control
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High-Effor Judgement Processes
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Estimation of likelihood, Goodness/badness, (anchoring/adjustment imagery), Conjunctive probability assessment, illusory correlation
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Conjunctive Probability Assessment
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Estimate whether two events occur simultaneously
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Illusory Correlation
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Are oranges with big navels really better???
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Biases in Judgement Processes
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Confirmation, self-positivity--prime, negativity, mood, prior brand evaluations
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Compensatory Attribute Processing models
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Additive Difference Model -- brands compared by attribute, two at a time. differences added up as decision maker proceeds by attribute
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Evaluations
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Brands are good or bad based on info retrieved from memory or generated through external search. Importance weights based on needs, values, goals and problem recognition.
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Heuristics
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Gaining knowledge through guesswork instead of fact. Trial by error learning. Use of general knowledge "rule of thumb".
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Low-Effort Decision Making
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Use of all senses, Basic assumptions, low brand differentiation, environmental stimuli (thinking-feeling-behaving and post purchase thinking-behaving-feeling)
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LE Choice Tactics
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Price, Performance, Normative, Habit, Brand loyalty, Variety Seeking.
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Dissonance
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Anxiety when MAO high and more than one alternative attractive
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Attribution Theory
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Stability, Focus, Controllability, Value Added
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Equity Theory
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Inputs v Outputs, Cosnumer/Seller. Fairness in Exchange.
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