Chapter 6 Flashcards
Consumer decision making process =
identify need search for information evaluate alternatives purchase evaluate purchase
Functional need
performance of product or service
Psychological need
personal gratification
Need arousal
Internal stimuli, Emotional or cognitive process, External stimuli
Internal stimuli
stomach growling
Emotional or cognitive process
treat time
External stimuli
marketing
Goals defined by
personal experiences and knowledge, physical capacity, cultural norms and values, goal accessibility
Search for information = ______ and ________
Internal search for information (memory)
External search for information
Weigh perceived ______ and _________
Benefits
Costs
Types of risk
Functional Physical Financial Psychological Time
Evaluate alternatives =
based on product, determinant attributes important to buyer
Universal = all choices, retrieval = remember, and evoked = consider
consumer decision rule
Criteria that consumers use to consciously or subconsciously select a product
Compensatory decision rule
Overall value where negative attributes outweighed by positive values
Postpurchase dissonance
Most likely for high-risk expensive and infrequently purchased items
Reduced dissonance
