Lecture 3: Understanding the Consumer (Part 2) Flashcards
In which two ways can the consumer process messages?
Peripheral route (low thought) Central route (high thought)
What is the peripheral route?
Easy to process, weaker attitudes
What is the central route?
Quality argument, important information and stronger attitudes
When is the central route used?
When all the components (motivation, ability, and opportunity) are high.
When is motivation high?
Situation is personally relevant.
Situation is associated with risk or loss.
Situation is relevant to an unsatisfied need
When is ability high?
When the ability to process information is high.
When is ability high?
When the ability to process information is high.
When is opportunity high?
It depends on situational factors like (time, distractions, complexity)
What’s the difference between cognitive and emotional decision making?
Cognitive = slower, more systematic Emotional = faster, just a single alternative
What determines whether people are buying based on cognitive or emotional factors?
Product type: Hedonic vs Utilitarian (hedonic = fun products, utilitarian = functional products)
Good type: Search vs Experience good
Demographics
What is Compensatory decision making?
A product’s shortcomings on a
particular attribute can be compensated for by its strengths on another
attribute
What is Non-compensatory decision making?
A product’s failure to reach an
acceptable threshold on one attribute cannot be compensated for by high
performance on another attribute
What are the causes of problem recognition?
Physiological needs
Consumption and depletion of products
Change of preference
Unrealistic beliefs
How do customers evaluate their decisions? And explain them.
- Compensatory Decision Making
- All attributes are considered simultaneously
- More complex
Non-compensatory Decision Making
• Simplified decision making
• Focus on individual attributes
Why do consumers delay their decision?
Choice overload, uncertain about factors like time, money
