Chapter 14 Flashcards
Active problem
one the consumer is aware of or will become aware of in the normal course of events
Actual state
the way an individual perceives their feelings and situation to be at the present time
Desired state
is the way an individual want to feel or be at the present time
Extended decision making
involve an extensive internal and external information search followed by a complex evaluation of multiple alternative and significant post purchase evaluation
Generic problem recognition
discrepancy that a variety of brands within a product category can reduce
Inactive problem
one of which the consumer is not aware
Limited decision making
involve internal and limited external search, few alternative, simple decisions rule on a few attributes, and little post purchase evaluation
Normal decision making:
habitual decision making , in effect involve no decisions per se
Problem recognition
the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decisions process
Product involvement
feeling of interest and enthusiasm consumer hold for various product categories
Purchase involvement
level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase.
Selective problem recognition
discrepancy that only one brand can solve
Active analysis
focus on a particular activity, such as preparing dinner, maintaining the lawn or swimming
Product analysis
similar to activity analysis but examines the purchase or use of a particular product or brand.
problem analysis:
is different in that it starts with a problem and ask respondent to indicate which activity, product or brand associated with (or perhaps could eliminate) those problems.
