Making Decision #9 Flashcards
Définir involvement
reflète l’importance d’un certain produit pour un individu sous certaines situations
5 types of perceived risks
FINANCIAL : Can I afford it ? FONCTIONAL : Will it work ? SOCIAL : Will I be judged ? PHYSICAL : Will it kill me ? PSYCHOLOGICAL : How will it make me feel ?
VIP
Decision making process / stages in consumer decision
Problem recognition Information search Evaluation of alternatives Product choice Outcomes
types of being behavior / pb solving mechanism
Routine response behavior (peanut butter) on considere peu ou pas de brand
Limited problem solving (laundry machine)
Extensive problem solving (a car) choisi parmi plusieurs maruqes
Primary vs secondary demands
primary = encourage consumer to use product category secondary = persuade consumers to use specific brands
Probleme de reconnaissance (recognition) peuvent pouvoir dire deux choses
Need recognition = actual state moves downwards (vers le bas)
opportunities recognition = actual state moves upwards
Actual state vs ideal state
actual = how i feel
ideal = how i want to feel
quand le fossé entre les deux est trop grand il y a une action.
internal vs external search
scanner sa mémoire vs demander à des amis leurs idées sur un produit
brand switching vs variety switching
brand switching : select familiar brands when decision situation is ambiguous
variety swithcing : desire to choose new alternatives over more familiar ones
Information search
process by which consumer surveys the environnement for appropriate data to make reasonable decision
differents type of knowlegde
Moderalety knowlegeable consumers : tend to search more than product experts & novices
Experts : selective search
Novices : other’s opinions, nonfunctional attributes
expliquer : perceived risk
croyance que le produit a des consequences negatives
Comment peuvent être les risques ?
objective (physicql danger) Subjective (social embarrassement)
Evoked set
on peut citre 3 marques sans reflechir (vs consideration set )
categorisation
on evalue le produit en fonction de ce qu’on sait deja sur le produit, comment le concpet fit dans notre tete si ca fit pas on le rejette
3 levels of categorisation
Superordinate level : I want dessert
Basic Level : Chocolat in it
Subordinate : Brownie
Strategic implications
product positioning (convincing consumer that product should be considerd within a given categorie0
Identification of competitors (evoked set)
Locating products
Heuristics
mental short cuts that lead to speedy decision / higher price = higher quality
What is the difference between deliberate VS accidental search?
Deliberate = existing product knowledge obtained from previous information search Accidental = exposure overtime to conditioned stimuli and observation of others
Product choice : how do we select among alternatives ?
based on prior experience with (similar) product
based on presentr information at the time of purchase
based on the beliefs about the brands (advertising)
