Ch 9: Decision Making Flashcards
Every consumer decision made is a response to a _____
problem
For many of us our biggest problems is not having too few choices, but rather too many
Hyperchoice
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
constructive processing
What are the 3 different types of decision making?
- cognitive
- habitual
- affective
What type of decision making is this?
deliberate, rational, and sequential
cognitive
What decision making type is this?
behavioral, unconscious, and automatic
habitutal
buying coffee –> something you buy everyday
what type of decision making is this?
emotional and instantaneous
affective
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
rational perspective
What are the 5 stages in consumer decision making?
- problem recognition
- information search
- evaluation of alternatives
- product choice
- outcomes
____ occurs when we experience a significant difference between our current state of affairs and some state we desire
problem recognition
A problem may arise in one of two ways:
stages of decision making
- a decline in the quality of the actual state (need recognition)
- a change in the ideal state (opportunity recognition)
____ is the process by which we survey the environment for appropriate data to make a reasonable decision
stages of decision making
information search
____: when you recognize a need and then search the marketplace for specific information
prepurchase search
____: information retrieval that involves recalling past experiences and information regarding various purchase alternatives
internal search
____: seeking information from external sources
internet, personal, and public sources
marketer-controlled sources
external search
____: the search involves external search activities independent of solving an immediate purchase problem
fashion item and camera
ongoing search
What’s the relationship between the amount of information search and product knowledge?
- 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
The alternatives a consumer knows about are called the ____ and the ones they seriously consider are known as _____
evoked set; consideration set
____: once we assemble and evaluate the relecant options in a category, eventually we hav to choose one
product choice
____ occurs when products become too overly complex with myriad features the typical consumer connot or has difficulty understanding
feature creep
____: occurs when we experience the product or service we selected and decide whether it meets our expectations
postpurchase evaluation
____: a conundrum in which marketers must create sufficiently high expectations to induce brand trial, but not so high as engender disappointment
satisfaction paradox
Consumer cognitively represent product information in a _____
refers to a set of bleiefs & the way we organize them in our minds
knowledge structure
What are the 3 categories of categorization?
- superordinate
- basic level
- subordinate
Strategic implications of product categorization
4 of them
- position a product
- identify competitors
- creat an exemplar product
- locate products in a store
____ are the dimensions we use to jedge the merits of competing options
evaluative criteria
Criteria on which products differ from one another carry _ weight in the decision process than do those where the alternatives are similar
more
____ are the features we actually use to differentiate among our choices
Determinant attributes
Under conditions of ____ cognitive involvement, people tend to think carefully about the pros and cons of various options
high
The ____ rule allows a product to make up for its shortcomings on one dimension by excelling on another
compensatory
The ____ rule leads to the option that has the largest number of positive attributes
simple additive
A ____ rule allows the consumer to take into account the relative importance of the attributes by weighting each one
weighted additive
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
noncompensatory
The ____ rule says “select the brand that is the best on the most important attribute
lexicographic
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
elimination-by-aspect
The ____ rule entails processing by brand (not by attribute)
conjunctive
____ decision making describes the choices we make with little or no conscious effort
Habitual
Why does a person buy the same brand over and over?
inertia
brand loyalty
____ involves less effort to pick a familiar brand
inertia
____ describes a pattern of repeat purchasing behavior that involves a conscious decision to continue buying the sam brand
brand loyalty
____ solution: we want to arrive at the best result possible outcome
maximizing
____ solution: we seek simply to receive an adequate outcome
satisfycing
“good enough” perspective on decision making is called ____
bounded rationality
Maximizers or sacrificers?
exhaustively seek the best
compare decisions with others
expend more time and energy
unhappier with outcomes
maximizer
____: mental shortcuts, mental rules-of-thumb
e.g. higher-priced products are higer-quality products
Heuristics
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
covariation
____ : where a product is produced matters. Consumers strongly associate certain items wth specific countries
country of origin (COO)
____ refers to the belief that products from other places are inferior to local versions
ethnocentrism
We sometimes witness ____ toward a brand due to an intense dislike for the manufacturer
consumer animosity
We like brand names that we know and that have been around a long time
family brand names
many people assume that a ____ priced alternative is better quality tan a ____ priced option
higher; lower
____ : the effect in which recent experience of a stimulus facilitates or inhibits later processing of the same or a similar stimulus
priming
Cues in the environment that make us more likely to react in a certain way even though we’re ____ of these influences
unaware
in psychology, ____ is a technique in which the introduction of on stimulus influences how people respond to a subsequent stimulus
priming
____ : 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
framing
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
nudge
