W6 Lecture 5

Question 1

Types of Consumer Decision

Answer 1

Extensive problem solving
Limited problem solving
Routine response behaviors

Question 2

Core Components of the Information Processing Model

Answer 2

Problem
recognition
Information
search
Alternative
evaluation
Choice
Post-acquisition evaluation

Question 3

Factors that influence information processing

Answer 3

• Information characteristics
  + Information load
  + Dimensions of information:
  • the number of alternatives
  • the number of attributes
  • the number of attribute levels & framing
  + Information control (Wu & Lin, 2006)
• Individual characteristics
  • Knowledge (past experience and learning)
  • Ability (information processing capacity)
• Situational characteristics
  • Motivation (significance of the purchase/involvement)
  • Urgency of the need/time available for decision
• Negative decision emotions (anxiety, fear, regret, guilt)