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52 Cards in this Set
- Front
- Back
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a purchase is a _______
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response to a problem
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the decision process (4)
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problem recognition
information search evaluation of alternatives product choice |
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rational perspective (3)
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integrate information
weigh pluses and minuses arrive at decision |
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constructive processing
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-evaluates the effort needed to make the choice
- chooses a strategy based on effort required |
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behavioral influence perspective
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concentration on low involvement conditions
impulse buying |
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experiential perspective
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stresses the totality of the product or service
affective responses gestalt -- the whole |
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extended problem solving
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traditional decision making perspective
car |
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limited problem solving
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use simple decision rules
candy bar |
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habitual decision making
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little to no conscious effort
automaticity |
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automaticity
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choices made with minimal effort and without conscious control
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problem recognition
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a difference between current state and desired or ideal state
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need recognition
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running out of gas
the actual state moves down |
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primary demand
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encouraged to use a product or service regardless of the brand
microwave ovens |
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secondary demand
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encouraged to use a specific brand
only works if there is a primary demand |
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information search
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the process by which the consumer surveys the environment for appropriate data to make a reasonable decision
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prepurchase search
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recognize need, then search for information
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ongoing search
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browsing just for the fun of it, or because they like to stay up to date on whats happening
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internal search
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using our previous knowledge and experience
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brand switching
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changing if the current brand satisfies needs
people get bored sprite - remix |
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mental accounting
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decisions influenced by the way a problem is posed
(framing) if i got a ticket for free or paid for it, then it snows |
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sunk-cost fallacy
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having paid for something, reluctant to waste it
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loss aversion
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place more emphasis on loss than gain
backup on computer insurance losing money is more unpleasant than gaining money |
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prospect theory
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utility is a function of gains and losses
100 paycheck spending habits vs 100 lottery winnings |
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greater search activity when (3)
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purchase is important
need to learn more relevant information is easily obtained |
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the consumers prior expertise
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search greatest among consumers who are moderately knowledgeable
people with no knowledge dont know what they are searching for |
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selective search
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more focused and efficient
in contrast, novices are more likely to rely on the opinions of others |
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perceived risk (5)
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monetary - money
functional - performing the function physical - health social - self esteem/confidence psychological - status |
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evoked set
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already in memory plus prominent in the retail environment
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categorization
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mentally placing a product with a set of other comparable products
comparing 35mm cameras to 35 mm cameras, not Polaroids |
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product positioning
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success depends on convincing the consumer that the product should be considered in the category
orange juice is not just for breakfast |
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identifying competitors
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many products compete for membership in a category
symphony and ballet |
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exemplar products
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products which are a good example of a category
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locating products
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categorization affects expectations of where the product can be located
frozen dog food failed because people couldnt see buying dog food in people food section |
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evaluative criteria
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judging the merits of competing options
determinant attributes-- |
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determinant attributes
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attributes used to differentiate among choices
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heuristics
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mental rules-of-thumb that lead to a speedy decision
under 5 dollars close to campus buy domino, the brand of sugar my mom always bought |
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product signal
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visibly communicates some underlying quality
car dealers--clean shiny cars represent quality driving away in a clean shiny piece of shit |
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covariation
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perceived associations among events that may or may not influence one another
assume association between quality and price, brand names, country of origin, etc |
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market beliefs
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price-quality relationship
you get what you pay for (not always justified) |
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nationalists
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feel close to their own culture,
american made cars |
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internationalists
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feel close to three or more outside cultures
jap cars, german cars |
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disengaged
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no attachment to any culture
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country of origin
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is an important piece of information in the decision making process
strong associations of certain items with certain countries |
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stereotypes
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germans beer
japs technology |
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ethnocentrism
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preference for products or peoples of ones own culture
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inertia
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bought out of habit because less effort is required
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brand parity
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consumers beliefs that there are no significant differences between brands
gasoline |
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noncompensatory decision rules
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choice shortcuts where a product with a low standing on one attribute cannot make up for this position by being better on another attribute
if its not this level of quality im not even going to consider it |
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compensatory
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want full basement, doesnt have, but has awesome living room
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lexographic rule
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brand best on most important attributes
compare two brands on most important attributes until the tie is broken |
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the elimination by aspects rule
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evaluated on important attributes
must meet cutoffs really would like to have a tv timer |
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the conjunctive rule
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failure to meet one cutoff results in rejection
might postpone if cant find something that meets everything or sacrifice your standards |
