ch.12 Flashcards
Involvement
degree of personal relevance that a consumer finds in pursuing value from a given act
Habitual Decision Making
low involvement, low risk decision is made quickly like buying the daily newspaper everyday brand loyalty
limited decision making
moderate amount of time spent on making a decision clothes, gifts etc. are all examples
Extended Decision Making
high risk, high involvement, usually high prices considerable amount of time spent deciding
Rational Perspective
consumers are rational and carefully arrive at decisions
Experiential Perspective
assumes consumers make purchases and decisions based on feelings and/or attachment (hedonic value)
Behavioral Influence Perspective
Decisions are learned responses to environmental influences
Actual vs. Desired State
consumers perceived (recognized) current state vs. state consumer thrives for –> opportunity recognition when a consumers actual state doesn’t change but desired state does
ongoing search
staying up to date on the topic not urgent purchase
pre purchase search
search effort aimed at finding information to solve an immediate problem
information overload
consumer presented with too much information cannot assimilate the variety of info. presented
internal search
retrieval of knowledge from memory
considered set
alternatives taken in for further decision making
universal set
total collection of all possible solutions to a problem
awareness set
consumer is aware of all alternatives
