Week 1 + Chapter 2

Question 1

7 steps of Consumer Decision Process Model

Answer 1

1. Need recognition (gap between need and actual state)
2. Search for Information
3. Pre-purchase evaluation of alternatives
4. Purchase
5. Consumption
6. Post-consumption evaluation
7. Disposal

Question 2

Consideration for Options

Answer 2

1. Universal set - all possible options
2. Awarness set - Options one is aware off
3. Evoked set - Options one can recall
4. Consideration set - Options one will consider

Question 3

Consumer Decision Process continuum, characteristics from low (Heuristic) to high effort (Systematic):

Answer 3

more effort & time spent on decision
* more information gathered
* more processing of information (time, effort)
* more alternatives considered
* more attributes considered

Question 4

Critical factors that affect consumer effort

Answer 4

(1) motivation,
(2) ability,
(3) opportunity

Question 5

Self-concept meaning

Answer 5

Consumer’s view of how others see them

Question 6

Functional need meaning

Answer 6

motivates the search for offerings that solve consumption-related problems [food, safety, health]

Question 7

Symbolic need meaning

Answer 7

relates to how we perceive ourselves, how we are perceived by others, how we relate to others, and the esteem in which we are held by others [Esteem, status, morality]

Question 8

Hedonic (Experiental) needs

Answer 8

relates to sensory pleasure [sensory stimulation, relaxation, play]

Question 9

Approach-approach, approach-avoidance, avoidance-avoidance conflicts

Answer 9

Approach-approach: two+ equally
desirable options that fulfill different needs [Carrer-night and basketball game on same night]

Approach-avoidance: an offering that fulfills one need but fails to fulfill another. [smoking cigarettes]

Avoidance-avoidance: two equally undesirable options [Going home late at night alone or waiting an hour for friend to pickup]

Question 10

Appraisal theory

Answer 10

our emotions are determined by how we appraise a situation