Making Decision #9

Question 1

Définir involvement

Answer 1

reflète l’importance d’un certain produit pour un individu sous certaines situations

Question 2

5 types of perceived risks

Answer 2

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 ?

Question 3

VIP

Decision making process / stages in consumer decision

Answer 3

Problem recognition
Information search
Evaluation of alternatives
Product choice
Outcomes

Question 4

types of being behavior / pb solving mechanism

Answer 4

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

Question 5

Primary vs secondary demands

Answer 5

primary = encourage consumer to use product category
secondary = persuade consumers to use specific brands

Question 6

Probleme de reconnaissance (recognition) peuvent pouvoir dire deux choses

Answer 6

Need recognition = actual state moves downwards (vers le bas)
opportunities recognition = actual state moves upwards

Question 7

Actual state vs ideal state

Answer 7

actual = how i feel
ideal = how i want to feel
quand le fossé entre les deux est trop grand il y a une action.

Question 8

internal vs external search

Answer 8

scanner sa mémoire vs demander à des amis leurs idées sur un produit

Question 9

brand switching vs variety switching

Answer 9

brand switching : select familiar brands when decision situation is ambiguous
variety swithcing : desire to choose new alternatives over more familiar ones

Question 10

Information search

Answer 10

process by which consumer surveys the environnement for appropriate data to make reasonable decision

Question 11

differents type of knowlegde

Answer 11

Moderalety knowlegeable consumers : tend to search more than product experts & novices
Experts : selective search
Novices : other’s opinions, nonfunctional attributes

Question 12

expliquer : perceived risk

Answer 12

croyance que le produit a des consequences negatives

Question 13

Comment peuvent être les risques ?

Answer 13

objective (physicql danger) Subjective (social embarrassement)

Question 14

Evoked set

Answer 14

on peut citre 3 marques sans reflechir (vs consideration set )

Question 15

categorisation

Answer 15

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

Question 16

3 levels of categorisation

Answer 16

Superordinate level : I want dessert
Basic Level : Chocolat in it
Subordinate : Brownie

Question 17

Strategic implications

Answer 17

product positioning (convincing consumer that product should be considerd within a given categorie0
Identification of competitors (evoked set)
Locating products

Question 18

Heuristics

Answer 18

mental short cuts that lead to speedy decision / higher price = higher quality

Question 19

What is the difference between deliberate VS accidental search?

Answer 19

Deliberate = existing product knowledge obtained from previous information search 
Accidental = exposure overtime to conditioned stimuli and observation of others

Question 20

Product choice : how do we select among alternatives ?

Answer 20

based on prior experience with (similar) product
based on presentr information at the time of purchase
based on the beliefs about the brands (advertising)