Marketing Ii Chapter 8

Front 1

a condition where the large number of available options forces us to make repeated choices that drain psychological energy and diminish our ability to make smart decisions

Back 1

consumer hyperchoice

Hint 1

consumer __________

Front 2

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

Back 2

rational perspective

Front 3

purchase _________ occurs when our initial impulse purchases actually increase the likelihood that we will buy even more

Back 3

purchase momentum

Front 4

a predisposition to process information. Some of us tend to have a rational system of cognition that processes information analytically and sequentially using roles of logic, while others rely on an experiential system of cognition that processes information more holistically and in parallel

Back 4

cognitive processing style

Hint 4

_______ processing style

Front 5

_________ _________ perspective are the view that consumer decisions are learned responses to environmental cues

Back 5

Behavioral influence perspective

Front 6

_________ perspective is an approach stressing the Gestalt or totality of the product or service experience, focusing on consumers' affective responses in the marketplace

Back 6

Experiential perspective

Front 7

Decisions that involve _______ problem solving correspond most closely to the traditional decision-making perspective. We usually initiate this careful process when the decision we have to make relates to our self-concept, and we feel that the outcome may be risky in some way. In such cases we try to collect as much information as possible.

Back 7

Extended problem solving

Front 8

A ______ game is a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players

Back 8

social game

Front 9

a strategy that involves integrating brand communications in the context of an online group activity

_____-____ marketing

Back 9

Game-based marketing

Front 10

______ problem solving is usually more straightforward and simple. In these instances we're not nearly as motivated to search for information or to evaluate each alternative rigorously

Back 10

Limited problem solving

Front 11

______ decision making are choices we make with little to no conscious effort

Back 11

habitual decision making

Front 12

_______ recognition occurs when we experience a significant difference betwen our current state of affa

Back 12

Problem recognition

Front 13

Once a consumer recognizes a problem, she needs the 411 to solve it. ________ ______ is the process by which we survey the environment for appropriate data to make reasonable decision

Back 13

Information search

Front 14

a decision strategy that seeks to deliver the best possible result

Back 14

maximizing

Front 15

a decision that simply tries to yield an adequate solution, often as a way to reduce the costs of the decision-making process.

Back 15

satisficing solution

Front 16

because we rarely have the resources (especially the time) to weigh every possible factor into a decision, we will often happily settle for a solution that is just good enough. This perspective on decision making is called bounded ____________

Back 16

bounded rationality

Front 17

maximizers that may be so thorough they don't even rely on their past experiences to guide their current choice. Instead, they start almost from scratch to research options for each unique decision situation. The researchers term this the _________ Effect

Back 17

Sisyphus Effect

Front 18

the desire to choose new alternatives over more familiar ones

Back 18

Variety seeking

Hint 18

_______ seeking

Front 19

a condition where people consume products to the point where they no longer enjoy them

Back 19

Variety amnesia

Hint 19

______ amnesia

Front 20

***People often makes decision on the bases of mental accounting, this is called ____; this process demonstrates that the way we pose a problem and whether it's phrased in terms of gains or losses influences our decisions;eg:free football tickets and snowstorm

Back 20

framing

Front 21

a blend of psychology and economics that studies how consumers make economic decisions

Back 21

behavioral economics

Hint 21

_________ economics

Front 22

an example of one type of framing called _________, which refers to the fact that when people are given a number, they tend to use that number as the standard for future judgements;

eg: 900 ft trees survey

Back 22

anchoring

Front 23

the condition of ________ describes people who are so obsessed with preparing for the future that they can't enjoy the present

Back 23

hyperopia

Front 24

_________ theory describes how people makes choices; it defines utility in terms of gains and losses;;eg: coin flipping options

Back 24

Prospect theory

Front 25

blissful ___________ effect states that people who have details about a product before they but it do not expect to be as happy with it as do those who got only ambiguous information;;eg: lotion example with no 411

Back 25

Blissful ignorance effect

Front 26

As a rule, purchase decisions that involve extensive search also entail __________ risk, or the belief that there may be negative consequences if you use or don't use a product or service

Back 26

Perceived risk

Front 27

We call the alternatives a consumer knows about his ______ set and the ones that he actually considers his _______________ set

Back 27

evoked & consideration set

Front 28

It is important to understand how we cognitively represent this information in a ___________ structure. This term refers to a set of beliefs and the way we organize these beliefs in our minds;;

eg: Jell-O flavors for salad

Back 28

Knowledge structure

Front 29

brands that are particularly relevant examples of a broader classfication

Back 29

Category exemplars

Hint 29

Category __________

Front 30

the tendency of manufacturers to add layers of complexity to products that make them harder to understand and use

Back 30

Feature creep

Hint 30

__________ creep

Front 31

__________ criteria are the dimensions we use to judge the merits of competing options

Back 31

Evaluative criteria

Front 32

____________ attributes are the features we actually use to differentiate among our choices

Back 32

Determinant attributes

Front 33

___marketing uses fMRI to track blood flow as we perform mental tasks

Back 33

Neomarketing

Front 34

This is an intermediary that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently

Back 34

cybermediary

Front 35

The basic idea is that we no longer need to rely solely on big hits (such as blockbuster movies or best-selling books) to find profits

Back 35

long tail

Front 36

___________ agents are sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases

Back 36

Intelligent agents

Front 37

An _________ recommendation agent is a software tool that tries to understand a human decision maker's multiattribute preferences for a product category as it asks for the user to communicate his preferences.

Back 37

electronic recommendation agent

Front 38

We call people who supply reviews ________ advocates

Back 38

brand advocates

Front 39

People who take the time to post to opinion-based sites are compensated in the form of props for good recommendations,. Analysts refer to this reward system as the ____________ economy

Back 39

reputation economy

Front 40

we often fall back on ________, or mental rules-of-thumb, to make speedy decision

Back 40

heuristics

Front 41

one shortcut we often use to infer hidden dimensions of products from attributes we observe;;

eg: clean used cars

Back 41

product signal

Front 42

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

eg:big store better selection, not always true;;_______ beliefs

Back 42

Market beliefs

Front 43

_______ of origin is a determinate attribute in the decision-making process. a product's "address" matters

Back 43

Country of origin

Front 44

_____________ is the tendency to prefer products or people of one's own culture to those of other countries.

Back 44

Ethnocentrism

Front 45

Our tendency to prefer a number-one brand to competition uses this law

Back 45

Zipf's Law

Front 46

Buying brand out of habit merely because it requires less effort;; lazy

Back 46

Inertia

Front 47

We use ______________ decision rules when we feel that a product with a low standing on one attribute can't compensate for this flaw even if it performs better on another attribute

Back 47

noncompensatory decision rules

Front 48

Unlike noncompensatory, ____________ decision rules give a product a chance to make up for its shortcomings

Back 48

compensatory decision rules