Chapter 12 Flashcards
Actual State
a consumer’s perceived current state
desired state
a perceived state for which a consumer strives
consumer search behavior
behaviors that consumers engage in as they seek information that can be used to satisfy needs
ideal self
how you want yourself to be seen and how you want to see yourself
Perceived risk
perception of the negative consequences that are likely to result from a course of actions
Types of risk
- financial (if I spent a bunch of money I am going to spend more time on it)
- social
- performance
- physical
- time
search behavior (figure)
information overload:
- overload
- external
- prepurchase
- internal
Consumer Decision Making Process
Need Recognition Search for information Evaluation of Alternatives Choice Post Choice
Habitual Decision Making
Brand Loyalty
External Search
included the gathering of information from external sources
factors considered:
- Ease of obtaining info from the source
- Objectivity of the sours
- Trustworthiness of the source
- The speed with which the information can be obtained
External Search and Emerging Technologies
Lower Search Costs
Provides Hedonic Value
Information Control
Amount of search depends on
product experience involvement perceived risk value of search effort time availability attitutude toward shopping personal factors situational influencers
Amount of search for low and high is usually
the same
people with medium level of experience with a product is usually
higher then low and high level of experience
search regret
refers to the negative emotions that come from failed search processes
Regret is related to:
- the amouth of search effort
- the emotions felt during the process
- the use of unfamiliar search techniques
Consideration set begins with
Universal set then goes to AWARENESS SET then branches off into three 1)consideration 2)inert set 3)inept set
