Psychology Of Advertising Terms Ch. 9

Front 1

Steps in Decision Making

Back 1

1) Problem Recognition
2) Information Search
3) Evaluation of Alternatives
4) Product Choice
5) Outcomes

Front 2

Consumer Hyperchoice

Back 2

A condition where the large number of available options forces us to make repeated choices that may drain psychological energy while decreasing our abilities to make smart decisions

Front 3

Rational Perspective

Back 3

In this view, we calmly and carefully integrate as much information as possible with what we already know about a product, painstakingly weigh the pluses and minuses of each alternative, and make a satisfactory decision

Front 4

Purchase Momentum

Back 4

Occurs when initial impulses increase the likelihood that we will buy even more than we need

Front 5

Constructive Processing

Back 5

A consumer evaluates the effort required to make a particular choice, then chooses a strategy best suited to the level of effort it requires

Front 6

Behavioral Influence Perspective

Back 6

Decision is a learned response to environmental cues (impulse decisions)

Front 7

Experiential Perspective

Back 7

Stresses the Gestalt, or totality, of the product or service

Front 8

Extended Problem Solving

Back 8

An elaborate decision making process, often initiated by a motive that is fairly central to the self-concept and accompanied by perceived risk; the consumer tries to collect as much information as possible, and carefully weighs product alternatives

Front 9

Limited Problem Solving

Back 9

Consumers are not motivated to search for information or to rigorously evaluate each alternative, instead they use simple decision rules to arrive at a purchase decision (shortcuts)

Front 10

Habitual Decision Making

Back 10

Choices we make with little or no conscious effort

Front 11

Problem Recognition

Back 11

Occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state

Front 12

Two Ways A Problem Can Occur

Back 12

-Actual State (Need Recognition)
-Ideal State (Opportunity Recognition)

Front 13

Information Search

Back 13

The process in which the consumer surveys her/his environment for appropriate data to make a reasonable decision

Front 14

Prepurchase Search

Back 14

An explicit search for information

Front 15

Ongoing Search

Back 15

Used by veteran shoppers to keep abreast of changes in the product categories of interest to them

Front 16

Mental Accounting

Back 16

Principle that states that decisions are influenced by the way a problem is posed

Front 17

Prospect Theory

Back 17

A descriptive model of how people make choices; finds that utility is a function of gains and losses

Front 18

Consideration Set

Back 18

The alternatives actively considered during a consumer’s choice process

Front 19

Evoked Set

Back 19

All the alternatives a consumer is aware of

Front 20

Product Categorization

Back 20

How consumers organize their beliefs about products or services; a crucial determinant of how a product is evaluated; also called knowledge structure

Front 21

Basic (Level of Categorization)

Back 21

Items have much in common but a number of alternatives exist (ex: sports car, SUV, truck)

Front 22

Superordinate (Level of Categorization)

Back 22

Abstract concept (ex: car)

Front 23

Subordinate (Level of Categorization)

Back 23

Individual brands (ex: Honda Tiburon, Chevy Tahoe, Nissan Titan)

Front 24

Evaluative Criteria

Back 24

The dimensions used to judge the merits of competing options

Front 25

Neuromarketing

Back 25

Uses functional magnetic resonance imaging (fMRI), a brain-scanning device that tracks blood flow as we perform mental tasks

Front 26

Cybermediary

Back 26

An intermediary that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently (ex: Bizrate.com, Amazon.com)

Front 27

Heuristics

Back 27

Mental rules-of-thumb that lead to a speedy decision

Front 28

Product Signal

Back 28

Communicates an underlying quality of a product through the use of aspects that are only visible in the ad

Front 29

Covariation

Back 29

Perceived associations among events that may or may not actually influence one another

Front 30

Market Beliefs

Back 30

A consumer's specific beliefs or decision rules pertaining to marketplace phenomena

Front 31

Noncompensatory Decision Rules

Back 31

Decision shortcuts a consumer makes when a product with a low standing on one attribute cannot make up for this position by being better on another attribute

Front 32

The Lexicographic Rule

Back 32

When consumer selects the product that is the best on the most important attribute

Front 33

The Elimination-by-Aspects Rule

Back 33

The buyer evaluates products based on most important attribute, but imposes specific cutoffs (ex: TV must have sleep timer)

Front 34

The Conjunctive Rule

Back 34

The buyer sets minimum values for a number of factors and rejects any offering which does not meet the minimum value on all of the factors

Front 35

Compensatory Decision Rules

Back 35

A set of rules that allows information about attributes of competing products to be averaged in some way; poor standing on one attribute can potentially be offset by good standing on another

Front 36

Simple Additive Rule

Back 36

Consumer chooses the alternative that has the largest number of positive attributes

Front 37

Weighted Additive Rule

Back 37

Consumer takes into account the relative importance of positively rated attributes, essentially multiplying brand ratings by importance weights