Chapter 8 Flashcards
Constructive Processing
A tendency of consumers to tailor their cognitive effort to suit the task at hand
Involvement
The degree of personal relevance that a purchase holds for the consumer
Low Involvement
A case in which consumers attach minimal personal relevance to a purchase.
High Involvement
A case in which consumers attach elevated relevance to a purchase.
Nonprogrammed decision
A case in which a novel or infrequently encountered situation requires a customized solution
Extended Problem Solving
An elevated level of expended effort used in making risky and significant decisions
Limited problem solving
A reduced level of expended effort used in making less-risky decisions.
Impulse Purchases
Spontaneous and unplanned purchases made in response to environmental cues.
Programmed Decisions
Cases where consumers follow habitual routines to deal with frequently encountered situations.
Brand Loyalty
An attachment to brands that have proven satisfactory in the past.
Internal Search
Search the process of retrieving relevant information from memory.
Sharpening
A process of changing stimuli from ambiguous forms to more conventional ones.
Leveling
A process in which details are omitted in order to simplify the memory structure.
External Search
The process of seeking information from exogenous sources.
Evoked Set
Those few brands that come to mind when one thinks of a product category.
Heuristics
Simple rules of thumb consumers use as shortcuts to reduce shopping effort.
Evaluative Criteria
Product characteristics consumers use to judge the merits of competing options.
Salient Attributes
Important aspects of a product that affect the choices consumers make.
Determinant Attributes
Those features on which alternatives are beloved to differ.
Prospect theory
A view of how decision makers, under risk conditions, value different options and assess their outcomes.
Framing
A view that a given decision can be structured from either a gain or a loss perspective.
Decision Rules
Alternative analytical procedures consumers use to process information and arrive at a selection.
Compensatory Decision Rule
A selection procedure where a high score on one attribute of a brand can make up for a low score on another.
Noncompensatory decision rule
A selection procedure where a high score on one attribute of a brand cannot offset a low score on another.
