Consumer Behavior Test 1 (Ch 3)

Front 1

3 stages and 2 categories in the consumption process?

Back 1

prepurchase issues, purchase issues, postpurchase issues

consumer perspective, marketers perspective (see notes)

Front 2

3 types of decision making and attributes of each

Back 2

cognitive: deliberate, rational, sequential.

habitual: behavioral, unconscious, automatic

affective: emotional, instantaneous

Front 3

3 types of consumer decisions

Back 3

Extensive problem-solving:

-Initiated by a motive central to self-concept

-Decision carries a high degree of risk (life insurance, heart replacement)

Limited problem-solving:

-Lower motivation to invest effort

-Lower levels of risk

Routine problem-solving:

-Little or no conscious effort

-Little or no risk (gum, thirst)

Front 4

consumer decision making involves continuous interaction between....(3)

Back 4

environment, cognitive and affective process, and behavior.

Front 5

5 steps in decision-making

Back 5

problem recognition

information search

evaluation of the alternatives

project choice

outcomes

(see notes for examples and chart-yellow rectangles)

Front 6

problem recognition and consumer perspective vs marketer perspective

Back 6

Consumer: notices difference

between current state and ideal state

marketer: attempts to

1) create new ideal state

2) create dissatisfaction with current state

(did you know 80% of women wear the wrong size bra?)

Front 7

two types of information search

Back 7

internal

external

Front 8

internal search (4 factors that increase likelihood of repurchase)

Back 8

recall of brands known.

factors that increase likelihood of repurchase are:

1-prototypicality (how alike is it to the original)

2-brand familiarity

3-brand preference

4-retrieval cues

these are however not always accurate (confirmation bias, availability bias)

Front 9

confirmation bias

Back 9

only seek information from sources you know will agree with you. what you want to hear.

Front 10

availability bias

Back 10

is a cognitive process, you know apple so you stick with it, you already have information about it.

Front 11

two types of external search (think time)

Back 11

prepurchase search

ongoing search

external search varies in intensity based on MAO (motivation, ability, opportunity)

Front 12

when searching, two types of knowledge are important (choice...?)

Back 12

choice alternatives: alternate behaviors considered

choice criteria: specific consequences used to evaluate & choose among alternatives (marketers need to create or educate consumers about determinant attributes

Front 13

generalizability

Back 13

take sample and apply it to larger segment

Front 14

3 heuristics important to problem solving?

Back 14

search (store selection, sources of information), evaluation (key criteria, significant differences), choice (familiar vs new products) (see notes)

Consumers often simplify

choices by using heuristics

such as automatically

choosing a favorite color or

brand.

Front 15

Biases in decision making: mental accounting

Back 15

framing a problem in terms of

gains/losses influences our decisions

Front 16

Biases in decision making: Sunk-cost fallacy

Back 16

We are reluctant to waste

something we have paid for

Front 17

Biases in decision making: Loss aversion

Back 17

We emphasize losses more than gains

Front 18

Biases in decision making: Prospect theory

Back 18

Risk differs when we face gains

versus losses. emphasize losses more.

Front 19

examples of interrupts (3)

Back 19

unexpected information

prominent environmental stimuli

affective states

Ex. sale