Part 3 Flashcards
What is the zone of acceptance? Provide an example.
The zone of acceptable prices for a certain product
Ex.) If you believe an energy drink is between $2-4.
What are the three types of normative influences we discussed in class?
direct- others manipulate us
vicarious- we observe others to guide our behavior
indirect- we are concerned about the opinions of others
Why would a consumer change their purchase habits to seek variety rather than their tried-and-true purchase options?
satiation/boredom
optimal stimulation/sensation seekers
vicarious exploration
What are two feelings and/or processes that occur when a consumer engages in impulse buying?
intense feeling
disregard negative consequences
Define post-decision dissonance and provide an example
a feeling of anxiety of whether the correct decision was made or not.
EX: you buy an expensive jacket at Nordstorms because the salesperson was pushy and now you are regretting it.
How does post-decision dissonance differ from post-decision regret?
regret- a feeling that one should have purchased another option
What are two things that a consumer might do to relieve cognitive (post-purchase) dissonance?
take back the item
seek positive feedback to justify purchase
What are three factors that affect learning?
motivation- leads to seek out info
prior knowledge
ambiguity of info/lack of opportunity
How does overconfidence affect learning behavior?
inhibit learning by making customers avoid both highly negative and diagnostic info
What is the difference between a top-dog and underdog brand? Provide an example of each.
topdog- market leader, limitations to learning are advantageous; McDonalds
underdog- lower-share brands, want to encourage consumer learning; PitaBros
What are two dimensions that a consumer considers when evaluating a product?
dis)Satisfaction- (un)happy with purchase
dimensions- how well the product functions, how well the product makes me feel
(Utilitarian and hedonic)
What is the disconfirmation paradigm? What role do expectations and performance play in the disconfirmation paradigm?
shows how satisfaction and dissatisfaction can occur. disconfirmation is the discrepancy btwn expectations and performance. basically, you have expectations about something…then experience it.. then have a discrepancy based on the performance then you determine whether or not the result is something that should be considered for future experiences
Define attribution theory. What are three factors that a consumer may consider under attribution theory?
how people find explanations for events
stability, focus, controllability
Define equity theory and provide an example
focuses on the fairness of exchanges between individuals. the salesman spent tons of time with me before i purchased the car now he can be nowhere to be found
Provide two ways that a consumer might cope with dissatisfaction
active coping- try to solve the problem, control emotions, look on bright side
avoidance- avoid thinking about it, refuse to believe the problem has occurred
