Ch.5 Cx Decision Making Flashcards
Consumer Decision-Making Process
-
Need Recognition
int/ext stimulus triggered -
Info Search
int: memory/exp.
ext: (non-)mktg-controlled/ C2C(valueable) - Evaluate Alts
- Purchase
- PostPurchase Behaviour
Cx’s info search yield ___ - a most preferred alts group
Evoked Set
Consideration Set
The extent a Cx conducts ext info search depends on
- Perceived Risk
- Knowledge
- Prior Exp
- Interest Level of G/S
- Confidence in decision-making
___ are min or max levels of an attribute
that an alt must pass
Cutoffs
A Cx’s inner tension , after recognizing an inconsistency btw behaviour & values/opinions
Cognitive Dissonance
aka Buyer’s Remorse
Reaffirmation of the wisdom of decision a Cx made
Decision Confirmation
3 Types of
Cx Buying Decisions
-
Routine
groceries
In-store promo/ packaging -
Limited
Clothes/ Tech -
Extensive
Car/ Univ
Marketer gives informative promo & info of benefits/adv
5 Factors of
Cx Buying Decisions
-
Level of Cx Involvement
most significant - Time
- Cost
- Info Search
- Alts #
5 Factors of Determining Involvement Levels
- Perceived Risk
financial/ social/ phycho - Prev Exp
- Interest
- Situation
- Social Visibility
5 Factors Influencing
Cx Buying Decisions
-
Cultural
(broadest/deepest influence)
(sub)culture/ value/ social class -
Social
ref group/ opinion leader/ family -
Individual
gender/ age/ fam life-cycle/ personality/ self-concept/ lifestyle -
Psychological
perception/ motivation/ learning/ beliefs/ attitudes
4 Capabilities to
minimize/eliminate Cx’s “consider/evaluate” phases
-
Automation
streamlines steps -
Proactive Personalization
use info to instantly customize Cx exp -
Contextual Interaction
deliver Cx the next set of interaction in journey -
Journey Innovation
extend Cx interaction to new sources/products
A homogeneous group of people who share overall & unique culture elements
influences on Cx buying decisions
SubCulture
A group of people
- considered equal in status/ community esteem
- socialize (in)formally
- share behavioural norms
Social Class
Direct vs InDirect
Reference Groups
Direct Ref Group
face-to-face member
a. Primary Mem. Group
small/ informa/ e.g. fam, coworkerl
b. Secondary Mem. Group
large/ formal/ e.g. club, pro assoc., religious
InDirect Ref Group
nonmembership
a. Aspirational Mem. Grp
Cx wanna join
b. NonAspirational Mem. Grp
Cx wanna avoid
3 Implications
Reference Groups have for Marketers
- Info sources & influence perceptions
- Affect individual’s aspiration levels
- Norms constrain/ stimulate Cx behaviour
