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26 Cards in this Set
- Front
- Back
actual state
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consumer’s perceived current state
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awareness set
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set of alternatives of which a consumer is aware
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behavioral influence decision-making perspective
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assumes many consumer decisions are actually learned responses to environmental influences
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brand inertia
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a consumer simply buys a product repeatedly without any real attachment
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brand loyalty
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deeply held commitment to re-buy a product or service regardless of situational influences that could lead to switching behavior
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consideration set
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alternatives that are considered acceptable for further consideration in decision making
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consumer search behavior
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behaviors that consumers engage in as they seek information that can be used to resolve a problem
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desired state
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perceived state for which a consumer strives
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experiential decision-making perspective
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assumes consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behavior under consideration
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extended decision making
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assumes consumers move diligently through various problem-solving activities in search of the best information that will help them reach a decision
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external search
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gathering of information from sources external to the consumer such as friends, family, salespeople, advertising, independent research reports, and the Internet
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habitual decision making
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consumers generally do not seek information at all when a problem is recognized and select a product based on habit
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inept set
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alternatives in the awareness set that are deemed to be unacceptable for further consideration
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inert set
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alternatives in the awareness set about which consumers are indifferent or do not hold strong feelings
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information overload
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situation in which consumers are presented with so much information that they cannot assimilate the variety of information presented
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internal search
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retrieval of knowledge stored in memory about products, services, and experiences
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limited decision making
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consumers search very little for information and often reach decisions based largely on prior beliefs about products and their attributes
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ongoing search
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search effort that is not necessarily focused on an upcoming purchase or decision but rather on staying up-to-date on the topic
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perceived risk
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perception of the negative consequences that are likely to result from a course of action and the uncertainty of which course of action is best to take
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pre-purchase search
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search effort aimed at finding information to solve an immediate problem
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price
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information that signals the amount of potential value contained in a product
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quality
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perceived overall goodness or badness of some product
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rational decision-making perspective
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assumes consumers diligently gather information about purchases, carefully compare various brands of products on salient attributes, and make informed decisions regarding what brand to buy
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satisficing
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practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions
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search regret
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negative emotions that come from failed search processes
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universal set
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total collection
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