Chapter 3: Purchase Decision Making and Triggers

Question 1

emotional decision making

Question 2

high-involvement decision making

Answer 2

when consumer has a high degree of interest and attachment to an item
-needs extensive research and seen as high risk
-buying a car, home

Question 3

low-involvement decision making

Answer 3

low levels of interest and attachment to an item
-inexpensive items, not requiring a lot of research
-ex. groceries

Question 4

noncompensatory decision making

Answer 4

eliminates alternatives that do not meet a particular criteria

Question 5

cognitive decision making

Answer 5

-decisions based on perception, attention and memory

Question 6

compensatory decision making

Answer 6

weights the pros and cons
-allows positive attributes to compensate for negative ones

Question 7

decision-making unit (DMU

Answer 7

6 roles: initiator, gatekeeper, buyer, decision maker, influencer

Question 8

optimizing decision making

Answer 8

collecting as much data as possible and trying to find optimal choice

Question 9

“satisficing” decision making

Answer 9

aims for a satisfactory result rather than the optimal solution
-ex. buying a different type of coffee