ch 4

Question 1

steps in the general model of customer exp

Answer 1

need recognition
info search
evaluation of alternatives
purchase/conversion
post-purchase/conversion evaluation and behaviour

Question 2

factors affecting info search

Answer 2

percevied risk
confidence in decision making ability
level of interest in the good/service

Question 3

percevied value

Answer 3

benefit to the customer

Question 4

heuristics

Answer 4

pattern matching shortcuts to save time and effort in making more complex decisions

Question 5

cognitive dissonance

Answer 5

the uncertainity felt after a purchase. Occurs bc cx want justification that they made a good choice, especially for purchases that are considered higher risk and more difficult to evaluate

Question 6

three influences on customer experience

Answer 6

contexual, social, individual infleucnes

Question 7

individual influences

Answer 7

personality, self-image, selective attention, selective interpretation, selective retention

Question 8

individual influences - perception

Answer 8

selective attention/exposure, selective interpretation/distortion, selective retention

Question 9

reference groups

Answer 9

serves as a standard against which you measure yourself

Question 10

aspirant groups

Answer 10

these groups influence our behaviour without any formal relationship

Question 11

opinion leader

Answer 11

influences other when they purchase in the category

Question 12

contextual influences

Answer 12

include the type of decision context, time, motivation, expertise and the physical environment

Question 13

types of consumer buying decisions

Answer 13

involvement, time, cost, info search, numbe rof alt

Question 14

business to business marketing

Answer 14

active connection between businesses to ensure needs are met

Question 15

buying centre

Answer 15

the group that makes a purchase decison for a business