video 1: decisions high low effort plus class notes Flashcards
high effort
more time, energy, in depth before making a choice. Certain types of products we have high motivation
Motivation comes from either high price of the product, or if the product is important to us, if the product symbolizes us, expresses who we are
can come from high ability , high opportunity
low effort
less time, less energy in making a choice, this may come from low motivation, low pricwe don’t know much about the product
Low effort decisions may stem from: Low motivation, low price, less important for work,low ability, low opportunity
step 1 of making high effort decisions
We find info about different brands of cars within our price range. We might find info about the attributes/ features of the brands
We can form a brand attribute matrix → tables of brands and
step 2 of making high effort decisions
What decision rule do we want to use → how do you want to use this info pick one brand
two day decision rules?
compensatory and non compensatory
compensatory
aka TORA
we form attitudes toward the brand that we are considering
we use a mental process and formula which is attitude= performance times importance
more positive attitude= more likely we will choose that brand
Tora four step process
- list attributes
- think about performance and importance of each
- combime perfromance/ importance of each
- add up the utility (value) from all attributes
how can managers use the Tora
create customer surveys to ask people t form attitudes and how imortant , have to decide though which attributes to focus on and helps managers figure out which attributes should be advertised to consumers
how do managers affected attributes
They could add new attributes and highlight their importance, change beliefs or compare with competition.
how is the tora a tool for social marketers
want to market ideas and products for not for profit but for positive social; change ,Design ad around important attributes in different customer segments
why is it called the compensatory decision rule
weakness in one attribute will be compensated in the strength in the other attribute . true to a certain extent
non compensatory decision rule
there are minimum cutoffs
two models of the non compensatory
conjuctibe and disjucntive
conjunctive
high cutoffs . you have a minimum set of requirmemeys and you eliminate whatever doesnt meet the minimum requirmemets. Last brand left standing is the one you choose. Like a survival method
We apply this model when all of the attributes are highly important
What your buying has to fit everything you want or else you dont get it.
disjunctive
some attributes are more important or less. We use different cutoffs. Lower cutoffs= less important attributes and vise versa.
We count the number of qualified attributes
We choose the alternative that has the greatest number of acceptable features
We count the number of qualified attributes and the largest number of qualified attributes we choose
when theres a lot of info, what decision model os used
Non compensatory decision is used when theres a lot of info, a lot of brands to reduce the info and then will use compensatory after
when making high effort decisions, what else do we use
our emotions
two tyoes of affective influences when making high effort
1) Emotions at point of sale
Often new product trials happen for high effort products
hedonic products
Ex: testing an iphone in the store
Using a product creates positive emotions
After we try out the product, we see if we want to buy it or not depending on how much pleasure it gave us
2) Affective forecasting
Making predictions about we are likely to feel in the future
Ex: auctions. We tend to think we need this item now and will lose out if we dont buy it. We overestimate and pay more at auctions.
low effort decisions involve which two heuristics
Cognitive heuristics (logic based shortcuts like choosing the cheapest)
Affective heuristics (emotional based shortcuts like choosing something familiar )
different types of heuristics
performance based, price based, attribute based, habitual based
low effort vs high
low decisions are based on single or few attributes
two different phases
We have to look inside the consumers mind and see how the info flows: two steps which is phase 1 problem recognition and search and phase 2 is decision making and judgment
problem recognition
Shows the gap between actual and ideal state
Increase gap by→ increase motivation to act:
Point out low actual state
Provide high ideal state
Contrast low actual vs high idea states → put side by side visually
low actual state
Point out low actual state
How to point it out
Prove that the actual state is low
Show that an item is in low quality and you need a product to fix it
Give a reference point. Ex: crest selling whitening strips. They show teeth compared to a kleenex and shows how yellow it is
ex : Oral hygene app→ when visually demonstrating what people are missing they apply it to themselves more, the oral hygene app will show you your mouth then recommend many products to you based on your mouth and the picture you gave of your mouth