chapter 9 pt 2 Flashcards
Habit (low effort thought based decision making)
Is a learned behavior that involves regular performance of the same act repeatedly over time
Behaviours are often performed uncounsciously and may be difficult to discontinue.
Habits are one of the simples, most effortless types of consumer decision-making, characterized by
Little or no information seeking #
Little or no evaluation of alternatives
Marketers can use an operant conditioning technique called shaping
That leads consumers through a series of steps to a desired response; e.g. purchase
Brand loyalty
Occurs when consumers make a conscious evaluation that a brand or service satisfies their needs to a greater extent than others do and decide to buy the same brand repeatedly for that reason
Consumers are most likely to use price related tactics such as
Buying the cheapest brand, buying the brand on sale, or using a coupon when they perceive few differences among brands and when they have low involvement with the brands in the consideration set
Deal prone consumer
One who is more likely to be influenced by price
Normative choice tactics
Refer to low-elaboration decision-making that is based on others opinions
This can result from:
Direct influence, in which others try to manipulate us
Vicarious observation, in which we observe others to guide our behaviour
Indirect influence, in which we are concerned about the opinions of others
(low-effort, Feeling-based decision making)
Affect related tactics
Affect-related tactics use a form of category-based processing. IN other words, we associate brands with global affective evaluations we recall from memory when making a choice, a process called affect referral or the “how do I feel about it” heuristic
Brand familiarity (low-effort feeling-based decision making)
Affect can also be generated from brand familiarity (through the mere exposure effect), which is easy recognition of well known brand.
Co branding
An arrangement by which two brands form a partnership to benefit from the combined power and familiarity of the two
Variety seeking (low-effort feeling-based decision making)
another common consumer-choice tactic in low-effort situations is to try something different, a phenomenon called variety seeking. This is defined as trying something new.
Optimal stimulation level (OSL) (low-effort feeling-based decision making)
consumers are motivated to relieve their boredom because their level of arousal falls below the optimal stimulation level - an internal ideal level of stimulation
What causes internal level of stimulation to fall below the optimal stimulation level
Repeated purchasing
Sensation seekers
Customers more likely to engage in variety seeking and to be among the first to try new and trendy products (lower optimal stimulation level)
Vicarious exploration (low-effort feeling-based decision making)
Occurs when consumers collect information about a product either by reading or talking with others or by putting themselves in stimulating shopping environments
