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Consumer Behavior > Ch 9: Decision Making > Flashcards

Ch 9: Decision Making Flashcards

1
Q

Every consumer decision made is a response to a _____

A

problem

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2
Q

For many of us our biggest problems is not having too few choices, but rather too many

A

Hyperchoice

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3
Q

The perspective of ____ argues that we evaluate the effort we’ll need to make a particular choice and then tailor the amount of cognitive “effort” we expend to get the job done

A

constructive processing

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4
Q

What are the 3 different types of decision making?

A
  • cognitive
  • habitual
  • affective
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5
Q
A
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6
Q

What type of decision making is this?

deliberate, rational, and sequential

A

cognitive

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7
Q

What decision making type is this?

behavioral, unconscious, and automatic

A

habitutal

buying coffee –> something you buy everyday

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8
Q
A
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9
Q

what type of decision making is this?

emotional and instantaneous

A

affective

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10
Q

Traditionally, consumer researchers approached decision making from a ____ . According to this view, people integrate as much information as possible with what they already know about a product, weigh the pluses and minuses of each laternative, and arrive at a satisfactory decision

A

rational perspective

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11
Q

What are the 5 stages in consumer decision making?

A
  1. problem recognition
  2. information search
  3. evaluation of alternatives
  4. product choice
  5. outcomes
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12
Q

____ occurs when we experience a significant difference between our current state of affairs and some state we desire

A

problem recognition

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13
Q

A problem may arise in one of two ways:

stages of decision making

A
  1. a decline in the quality of the actual state (need recognition)
  2. a change in the ideal state (opportunity recognition)
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14
Q

____ is the process by which we survey the environment for appropriate data to make a reasonable decision

stages of decision making

A

information search

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15
Q

____: when you recognize a need and then search the marketplace for specific information

A

prepurchase search

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16
Q

____: information retrieval that involves recalling past experiences and information regarding various purchase alternatives

A

internal search

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17
Q

____: seeking information from external sources

internet, personal, and public sources
marketer-controlled sources

A

external search

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18
Q

____: the search involves external search activities independent of solving an immediate purchase problem

fashion item and camera

A

ongoing search

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19
Q

What’s the relationship between the amount of information search and product knowledge?

A
  • Moderate knowledge = highest amount of search
  • Least knowledge = low amount of search (not interested or don’t know where to search)
  • Most knowledge = low amount of search (they already know everything)

Upside down U-shaped

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20
Q
A
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21
Q

The alternatives a consumer knows about are called the ____ and the ones they seriously consider are known as _____

A

evoked set; consideration set

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22
Q

____: once we assemble and evaluate the relecant options in a category, eventually we hav to choose one

A

product choice

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23
Q

____ occurs when products become too overly complex with myriad features the typical consumer connot or has difficulty understanding

A

feature creep

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24
Q

____: occurs when we experience the product or service we selected and decide whether it meets our expectations

A

postpurchase evaluation

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25
Q

____: a conundrum in which marketers must create sufficiently high expectations to induce brand trial, but not so high as engender disappointment

A

satisfaction paradox

26
Q

Consumer cognitively represent product information in a _____

refers to a set of bleiefs & the way we organize them in our minds

A

knowledge structure

27
Q

What are the 3 categories of categorization?

A
  1. superordinate
  2. basic level
  3. subordinate
28
Q

Strategic implications of product categorization

4 of them

A
  • position a product
  • identify competitors
  • creat an exemplar product
  • locate products in a store
29
Q

____ are the dimensions we use to jedge the merits of competing options

A

evaluative criteria

30
Q

Criteria on which products differ from one another carry _ weight in the decision process than do those where the alternatives are similar

A

more

31
Q

____ are the features we actually use to differentiate among our choices

A

Determinant attributes

32
Q

Under conditions of ____ cognitive involvement, people tend to think carefully about the pros and cons of various options

A

high

33
Q

The ____ rule allows a product to make up for its shortcomings on one dimension by excelling on another

A

compensatory

34
Q

The ____ rule leads to the option that has the largest number of positive attributes

A

simple additive

35
Q

A ____ rule allows the consumer to take into account the relative importance of the attributes by weighting each one

A

weighted additive

36
Q

When we make habirtual or emotional decisions we typically use a ____ rule. This means that if an option doesn’t suit us on one dimension, we just reject it out of hand and move on to something else

A

noncompensatory

37
Q

The ____ rule says “select the brand that is the best on the most important attribute

A

lexicographic

38
Q

The ____ rule is similar to the lexicographic rule beacuse they buyer evaluates brands on the most important attribute. In this case, though, s/he imposes specific cut-offs. Alternatives that fail below the onsumer imposed cutoffs get eliminated. Process continues until a single alternative remains

A

elimination-by-aspect

39
Q

The ____ rule entails processing by brand (not by attribute)

A

conjunctive

40
Q

____ decision making describes the choices we make with little or no conscious effort

A

Habitual

41
Q

Why does a person buy the same brand over and over?

A

inertia
brand loyalty

42
Q

____ involves less effort to pick a familiar brand

A

inertia

43
Q

____ describes a pattern of repeat purchasing behavior that involves a conscious decision to continue buying the sam brand

A

brand loyalty

44
Q

____ solution: we want to arrive at the best result possible outcome

A

maximizing

45
Q

____ solution: we seek simply to receive an adequate outcome

A

satisfycing

46
Q

“good enough” perspective on decision making is called ____

A

bounded rationality

47
Q

Maximizers or sacrificers?

exhaustively seek the best
compare decisions with others
expend more time and energy
unhappier with outcomes

A

maximizer

48
Q

____: mental shortcuts, mental rules-of-thumb

e.g. higher-priced products are higer-quality products

A

Heuristics

49
Q

The association among events that may or may not actually influence one another is known as ____

e.g. judgin a used car’s mechanical condition by its appearance

A

covariation

50
Q

____ : where a product is produced matters. Consumers strongly associate certain items wth specific countries

A

country of origin (COO)

51
Q

____ refers to the belief that products from other places are inferior to local versions

A

ethnocentrism

52
Q

We sometimes witness ____ toward a brand due to an intense dislike for the manufacturer

A

consumer animosity

53
Q

We like brand names that we know and that have been around a long time

A

family brand names

54
Q

many people assume that a ____ priced alternative is better quality tan a ____ priced option

A

higher; lower

55
Q

____ : the effect in which recent experience of a stimulus facilitates or inhibits later processing of the same or a similar stimulus

A

priming

56
Q

Cues in the environment that make us more likely to react in a certain way even though we’re ____ of these influences

A

unaware

57
Q

in psychology, ____ is a technique in which the introduction of on stimulus influences how people respond to a subsequent stimulus

A

priming

58
Q

____ : the process of defining the context or issues surrounding a question, problem, or event in a way that serves to influence how the context or issues are perceived and evaluated

A

framing

59
Q

A ____ , is any aspect of the choice architecture that alters people’s behavior in predictable way without forbidding any options or significantly changing their economic incentives

e.g. the arrangement of foods at a buffet

A

nudge

60
Q
A

Consumer Behavior (4 decks)

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