Consumer decisions 2 Flashcards
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What is Stage 3 in the Consumer Decision Making Process?
Evaluation of Alternatives
This stage involves classifying known brands into evoked, inept, and inert sets.
What are the three Decision Making Rules consumers apply?
- Compensatory rule
- Non-compensatory rule
- Affect referral rule
What is a Compensatory Rule?
Consumers evaluate each brand on individual attributes and select the brand with the highest number of desired product attributes.
What is a Non-Compensatory Rule?
Consumers evaluate brands based on a single dominant product attribute criterion.
What is the Affect Referral Rule?
Consumers select the brand that gives them the most positive feelings based on overall ratings, not individual attributes.
What are product attributes?
Characteristics of a raw material or finished good that distinguish it from other products.
Give examples of product attributes for a laptop.
- Weight
- Screen size
- RAM
- Battery life
- Price
- Resolution
- Processing speed
What are the three types of purchases consumers can make?
- Trial
- Repeat
- Long Term Commitment
What characterizes a Trial Purchase?
Purchases for the first time or tried on a limited basis, buying a smaller quantity than usual.
What does a Repeat Purchase signify?
The product meets the consumer’s approval, indicating loyalty and willingness to use it again.
What is a Long Term Commitment in purchasing?
Applies mainly to durable goods, such as major home appliances.
What is post-purchase behavior?
Behavior a customer displays after a product is purchased, assessing satisfaction or dissatisfaction.
What are the three possible outcomes of post-purchase evaluation?
- Neutral feeling
- Satisfaction
- Dissatisfaction
Define Cognitive Dissonance.
The state of simultaneously holding conflicting ideas, beliefs, or values, causing psychological tension after a purchase.
What is cognitive dissonance?
A psychological tension or anxiety experienced after a purchase, often when dissatisfied
Occurs when there’s a discrepancy between initial expectations and actual performance.
What factors influence the likelihood and magnitude of cognitive dissonance?
- Degree of commitment or irrevocability of the decision
- Importance of the decision to the consumer
- Difficulty of choosing among alternatives
- Individual’s tendency to experience anxiety
These factors determine how strongly a consumer may feel dissonance after a purchase.
What is the primary goal during the post-purchase evaluation stage?
To resolve post-purchase tension through cognitive dissonance reduction strategies
This stage is key for consumer satisfaction and loyalty.
Name one cognitive dissonance reduction strategy.
- Increase the desirability of the brand/product purchased
Consumers may focus on positive feedback from friends regarding their purchase.
Fill in the blank: Consumers may ______ the desirability of rejected alternatives to reduce cognitive dissonance.
Decrease
This involves focusing on the shortcomings of products they did not choose.
What might a consumer do to decrease the importance of a purchase decision?
Acknowledge that a new laptop will be provided by their company soon
This reduces the perceived significance of the current purchase.
What is one way a consumer can reverse their purchase decision?
Return the product and get a refund
This is a direct action taken to alleviate dissatisfaction.
True or False: Most consumers will go through all five stages in the Consumer Decision Making model.
True
Unless the buying process is a repeat purchase, all stages are typically experienced.
What are the three levels of consumer decision making based on?
A combination of differentiating factors
These factors can include the complexity of the decision and the consumer’s previous experiences.
How can marketers influence the buying process?
- Triggering need recognition
- Providing information in the information search stage
- Highlighting the right attributes in evaluation of alternatives
- Understanding differences in the types of purchases
- Reducing cognitive dissonance in post-purchase behavior
Understanding the consumer decision-making process allows for targeted marketing strategies.
