Consumer Behavior

Question 1

Consumer decision making process

Answer 1

need recognition -> information search-> evaluation of alternatives -> purchase decision ->post-purchase behavior

Question 2

need recognition

Answer 2

perceived difference between an actual state and the ideal state

Question 3

determinant criteria

Answer 3

features perceived to be important and to differ between competing brands

Question 4

multi-attribute model

Answer 4

Σ (bi*Ii); rate importance of attribute 1-7 (I) and brand’s performance in attribute (b) then sum it up

Question 5

additive difference model

Answer 5

Take ratings and subtract one brand from the other; Reject the brand with the lower total

Question 6

elimination-by-aspects

Answer 6

compare brands on a chosen attribute; Reject alternatives that don’t meet minimum standard

Question 7

Lexicographic model

Answer 7

Choose the brand that performs best on the most important attribute (winner takes all)

Question 8

elaboration likelihood model

Answer 8

how attitudes are formed and
changed.

Question 9

central route

Answer 9

Strong arguments that require effortful processing; leads to enduring attitude change

Question 10

peripheral route

Answer 10

Requires little effort; consumers rely on peripheral cues rather than reflect critically on ideas and arguments; attitude changes tend to be temporary