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Consumer Behavior > test 3 > Flashcards

test 3 Flashcards

1
Q

subset of top-of-mind brands evaluated when making a choice

A

consideration set

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2
Q

equality of preferences towards brands or products in set

A

preference dispersion

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3
Q

that which helps us discriminate among objects

A

diagnostic info

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4
Q

attribute that is top of the mind or more important

A

salient attribute

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5
Q

attribute that is both salient and diagnostic

A

attribute determinance

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6
Q

when consumer is actively evaluating a brand as he views an ad for it

A

online processing

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7
Q

tendency to recall info that reinforces or confirms our over all beliefs rather than contradicting them, thereby making our judgement or decision more positive than it should be

A

confirmation bias

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8
Q

recall of one attribute inhibiting recall of another

A

inhibition

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9
Q

collecting info from outside sources

A

external search

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10
Q

search for info that aids specific acquisition

A

prepurchase search

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11
Q

search that occurs regularly regardless of whether the consumer is making a choice

A

ongoing search

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12
Q

contact w independent sources of info, such as books, mags, websites

A

independent search

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13
Q

using samples or service/product trials

A

experiential search

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14
Q

consumers acquire all needed info on one brand before moving on to next

A

searching by brand

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15
Q

consumers compare brands in terms of one attribute at a time, such as by price

A

searching by attribute

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16
Q

eval of an object or estimate of likelihood of an outcome or event

A

judgement

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17
Q

making a selection among options or courses of action

A

decision making

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18
Q

judging how likely it is that something will occur

A

estimation of likelihood

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19
Q

evaluating the desirability of something

A

judgement of goodness/badness

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20
Q

starting with an initial eval and adjusting it with additional info

A

anchoring and adjustment process

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21
Q

imagining an event in order to make a judgement

A

imagery

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22
Q

categorizing spending and saving decisions into accounts mentally designated for specific consumption transactions, goals, or situations

A

mental accounting

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23
Q

intensity of positive or negative feelings associated with each mental account for saving or spending

A

emotional accounting

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24
Q

options that are unacceptable when making a decision

A

inept set

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25
Q

options toward which consumers are indifferent

A

inept set

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26
Q

when the addition of an inferior brand to a consideration set increases the attractiveness of the dominant brand

A

attraction effect

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27
Q

initial reference point or anchor in the decision process

A

decision framing

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28
Q

process by which consumers combine items of info about attributes to reach a decision

A

cognitive decision making model

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29
Q

process by which consumers base their decision on feelings and emotions

A

affective decision making model

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30
Q

mental cost-benefit analysis in which negative features can be compensated for by positive ones

A

compensatory model

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31
Q

simple decision model in which negative info leads to a rejection of the option

A

noncompensatory model

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32
Q

for each attribute, the point at which a brand is rejected with a noncompensatory model

A

cutoff level

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33
Q

evaluating one brand at a time

A

brand processing

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34
Q

type of brand based compensatory model

A

multiattribute expectancy value model

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35
Q

noncompensatory model that sets min cutoffs to reject bad options

A

conjunctive model

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36
Q

noncompensatory model that sets acceptable cutoffs to find options that are good

A

disjunctive model

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37
Q

comparing brands one attribute at a time

A

attribute processing

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38
Q

compensatory model in which brands are compared by attribute, two at a time

A

additive difference model

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39
Q

noncompensatory method that compares brands by attributes, one at a time, in order of importance

A

lexicographic model

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40
Q

similar to lexicographic but adds notion of acceptable cutoffs

A

elimination by aspects model

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41
Q

when ownership increases value of an item

A

endowment effect

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42
Q

prediction of how you will feel in the future

A

affective forecasting

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43
Q

process of making a decision about products or services of different categories

A

noncomparable decision

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44
Q

making a noncomparable choice based on an overall eval

A

alternative based strategy

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45
Q

making noncomparable choice by making abstract reps of comparable attributes

A

attribute based strategy

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46
Q

options that are extreme on some attributes are less attractive than those with moderate levels of attributes

A

extremeness aversion

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47
Q

when brand gains share because its intermediate rather than extreme option

A

compromise effect

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48
Q

picking brand bc scores equally well on certain attributes rather than faring unequally on these attributes

A

attribute balancing

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49
Q

how the info is processed beyond the content of decision

A

metacognitive experiences

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50
Q

making judgement by comparing stimulus with category prototype or exemplar, comparing new laundry detergent with tide

A

representativeness heuristic

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51
Q

basing judgments on events that are easier to recall

A

availability heuristic

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52
Q

how often an event really occurs on average

A

base-rate info

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53
Q

expectation that info obtained from small number of people reps larger population

A

law of small numbers

54
Q

sequential steps used in decision making involving thinking, then feeling, then behavior

A

traditional hierarchy of effects

55
Q

sequence of thinking-behaving-feeling

A

low effort hierarchy of effects

56
Q

finding a brand that satisfies a need even though the brand may not be the best brand

A

satisfice

57
Q

simple rules of thumb used to make low effort decisions

A

choice tactics

58
Q

view that behavior is function of reinforcements and punishments received in the past

A

operant conditioning

59
Q

tactics based on benefits, features, or evaluations of the brand

A

performance related tactics

60
Q

doing the same thing time after time

A

habit

61
Q

leading consumers through a series of steps to create desired response

A

shaping

62
Q

buying same brand repeatedly because of strong preference for it

A

brand loyalty

63
Q

buying two or more brands repeatedly because of a strong preference for them

A

multibrand loyalty

64
Q

simplifying decision heuristics that are based on price

A

price related tactics

65
Q

acceptable range of prices for any purchase decision

A

zone of acceptance

66
Q

consumer who is more likely to be influence by price

A

deal prone consumer

67
Q

low elaboration decision making that is based on others opinions

A

normative choice tactics

68
Q

low level feelings

A

affect

69
Q

tactics based on feelings

A

affect related tactics

70
Q

simple type of affective tactic whereby we simply remember our feelings for the product or service

A

affect referral

71
Q

easy recognition of a well known brand

A

brand familiarity

72
Q

arrangement by which two brands form partnership to benefit from the power of both

A

co-branding

73
Q

when all the visual parts of a design fit together

A

unity

74
Q

trying something different

A

variety seeking

75
Q

level of arousal that is most comfortable for an individual

A

optimal stimulation level

76
Q

seeking info simply for stimulation

A

vicarious exploration

77
Q

unexpected purchased based on a strong feeling, unplanned

A

impulse purchase

78
Q

feeling of anxiety over whether the correct decision was made

A

post decision dissonance

79
Q

feeling that one should have purchased another option

A

post decision regret

80
Q

testing out expectations through experience

A

hypothesis testing

81
Q

forming expectations about the product or service

A

hypothesis generation

82
Q

actually experiencing the product or service

A

exposure to evidence

83
Q

processing the info one experiences

A

encoding of the evidence

84
Q

combining new info with stored knowledge

A

integration of evidence

85
Q

when theres not enough info to confirm or disprove hypothesis

A

ambiguity

86
Q

market leader or brand that has a large market share

A

top dog

87
Q

lower share brand

A

underdog

88
Q

blocking exposure to evidence?

A

when top dog encourages consumers not to acquire new info

89
Q

explaining the experience?

A

reinforcement by top dog of why brand is satisfying and encouragement to try it…coke “live positively”

90
Q

feeling that results when consumers make a positive eval or feel happy w decision

A

satisfaction

91
Q

feeling that results when consumers make negative eval or are unhappy with decision

A

dissatisfaction

92
Q

the existence of a discrepancy between expectations and performance

A

disconfirmation

93
Q

belief about how a product/service will perform

A

expectation

94
Q

utilitarian dimensions

A

how well product or service functions

95
Q

hedonic dimensions

A

how the product makes someone feel

96
Q

measurement of whether the product/service actually fulfills consumers needs

A

performance

97
Q

better than expected performance

A

positive disconfirmation

98
Q

performance as good as expected

A

simple confirmation

99
Q

performance lower than expected

A

negative disconfirmation

100
Q

theory that focuses on fairness of exchanges between individuals which helps in understanding consumer satisfaction and dissatisfaction

A

equity theory

101
Q

perception that peoples inputs are equal to their outputs in an exchange

A

fairness in the exchange

102
Q

pos or neg emotions experienced while using the products or services

A

post decision feeling

103
Q

practice of keeping customers by building long term relationships

A

customer retention

104
Q

perception of actual state is function of

A

physical factors, needs, external stimuli

105
Q

ideal state is function of

A

expectations of way things should be, future goals/aspirations, major changes in personal circumstances

106
Q

problem recognition: how marketers work…

A

create dissatisfaction with actual state, awareness of actual state, feasible path to ideal state

107
Q

info from internal search

A

recall of brands, attributes, evals, experiences

108
Q

factors enhancing brand recall

A

prototypicality, familiarity, goals/usage situation, brand preference, retrieval cues

109
Q

factors affecting attribute recall

A

accessibility, diagnosticity, salience, vividness, goals

110
Q

external systematic search

A

organized, comprehensive, effortful

111
Q

external search: less risk, low involvement, more knowledge, less time

A

heuristic search

112
Q

more risk, high involvement, less knowledge, more time

A

systematic search

113
Q

social network of individuals who interact through specific media to pursue mutual interests/goals

A

virtual community

114
Q

consumers see product as riskier to buy online when it is what type of product?

A

experiential info

115
Q

consumers with little or extensive knowledge search less, moderate knowledge search more…makes bell curve

A

tru

116
Q

when brand is in consideration set and no search is undertaken, consistent attention to product quality, avoiding out of stock options, reinforcement ads

A

maintenance strategy

117
Q

when brand isnt in consideration set and no search taken, disrupt existing decision pattern, samples, package design and pop, comparative ads

A

disrupt strategy

118
Q

when brand is in consideration set and limited search, info search occurs at pop, know where consumers search and what info looking for

A

capture strategy

119
Q

brand not in consideration set and limited search, emphasis on attracting consumers attention, low involvement learning, product improvements, search engine optimization,

A

intercept strategy

120
Q

brand in consideration set and extensive search undertaken, several brand many attributes many info sources, strong position on important attributes

A

preference strategy

121
Q

brand not in consideration set and extensive search, motivate to learn more about brand

A

acceptance strategy

122
Q

imagery can help form positive bias and consumers to overestimate their liking

A

true

123
Q

biases in judgment

A

confirmation bias, overconfidence, mood, priming, imagery

124
Q

conjunctive probability assessment

A

estimating likelihood two events will occur together, relationship exists between attributes, prior experiences affect accuracy, clean restaurant = high quality

125
Q

when consumers think two things occur together but they dont, low price equals low quality

A

illusory correlation

126
Q

decision making meta goals

A

maxing accuracy, minimize cognitive effort, minimize negative emotion, max ease of justification

127
Q

losses have more influence than gains, stronger reaction to price increases than decreases

A

prospect theory

128
Q

affective forecasting based on

A

valence, intensity, duration

129
Q

noncomparable decision

A

what you’re doing this saturday

130
Q

top down processing, overall eval using pros and cons

A

alternative based decision

131
Q

bottom up processing, form abstract reps to help compare options

A

attribute based

132
Q

process of recalling stored info from memory

A

internal search

Consumer Behavior (5 decks)

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