Chapter 9 Flashcards
Low effort judgement process:
Respresentativeness heuristic
One way that consumers can make simple estimations or judgements is to make comparisons with the category prototype or exemplar
availability heuristic (low effort judgement process)
The availability heuristic, also known as availability bias, is a mental shortcut that relies on immediate examples that come to a given person’s mind when evaluating a specific topic, concept, method, or decision.
(low effort judgement process)
Availability heuristic
Judgements can also be influenced by the ease with which instances of an event can be brought to mind, a shortcut called availability heuristics
Baserate information (low effort judgement process)
how often the event really occurs - in favour of information that is more vivid or accessible.
Law of small numbers (low effort judgement process)
Whereby people expect information obtained from a small sample to be typical of the larger population
Traditional hierarchy (low effort decision making process)
refers to sequential steps used in decision making invloving thinking, then feeling, then behaiovr
Low effort hierarch of effects (low effort decision making process)
Refers to a sequence of thinking-behaving-feeling
Under low motivation and low processing opportunity, how a marketing message is framed will influence how consumers react.
(low effort decision making process)
A negatively framed marketing message is more effective than a positively framed message for low MAO, for instance
Choice tactices (low effort decision making process)
In common, repeat-purchase situations, consumers can develop decision heuristics called choice tactics, for quick, effortless decision-making. Rather than comparing various brands in detail, consumers apply these rules to simply the decision process
Learning choice tactics
Certain concepts from the behaviourist tradition in psychology are relevant to understanding the way that consumers learn
Operating conditions (learning choice tactics)
Views behavior as a function of previous actions and of the reinforcements or punishments obtained from these actions
Low effort thought based decision making
Each tactic consumers learn for making low-elaboration decision can have important implications for marketers. As in high-elaboration decisions (effort) these strategies can be divided into two broad categories: thought based and feeling based decision making
Performance-related tactics
(low effort thought based decision making)
Thought-based and feeling based decision making
When the outcome of the consumption process is positive reinforcement, consumers are likely to use
Performance related tactics to make their choices.
Performance related tactics (Low effort thought-based decision making9
These tactics can represent an overall evaluation or focus on a specific attribute or benefits (gets teeth whiter, tastes better, or has quicker service)
