Week 10 (pt. 1)

Question 1

What do consumers do when MOA is low?

Answer 1

the are motivated to simplify the cognitive process by using heuritstics and rules of thumb.

this reduces the effort needed when making judgments

Question 2

what is availability heuristic

Answer 2

basing judgements of frequency with instances that come to mind

Question 3

What is representativeness heuristic?

Answer 3

comparing something with the categories prototype

base rate info: where we ignore how often an event occurs in average in favoure of info thats more vivid and accessible

law of small numbers: expecting information obtained from a small sample to characterise the larger population

Question 4

What is Awareness heutistic

Answer 4

when buying common repeat products (ie toilet ppr) brand awareness influences buying.

the influence of awareness heuristic declines the more a consumer buys that product.

Question 5

what does the view of “operant conditioning” say

Answer 5

the view that behaviour is a function of reinforcements and punishment received in the past

Question 6

true or false? Habitual purchase represents brand loyalty

Answer 6

false. may just be a convneient way of reducing cogntiive effort. brand loyalty results from a post-purchase evaluation of product performance

Question 7

explain price perceptions and “odd-ending vs round-ended prices

Answer 7

odd ending prices:
prices that are a few cents below the dollar.

round ending:
4.00 exactly etc.

odd ending are often used by consumers as a heuristic that products are on sale or cheaper etc.

Question 8

what is consumer judgement

Answer 8

where consumers evaluate the outcomes after making the decisions

Question 9

Attribution theory

Answer 9

Humans are motivated to assign causes to their actions and behaviors

explians how individuals find explaintions for events

Question 10

Equity theory

Answer 10

concerns exchanges between individuals how they regards them as fait

helps to understand consumer satisfaction and dissatisfaction

Question 11

how is active coping used to cope with experienced emotions associated with a purchase

Answer 11

• concentrates on ways to solve the problem
• uses rational thinking
• positive thinking

Question 12

how is expressive support seeking used to cope with emotions of a purchase

Answer 12

• emotional venting
• instrumental supprot
• emotinal support

Question 13

how is avoidance used to cope with emotions of a purchase

Answer 13

• aviodance of thinking about it

- denial

Question 14

what are the four types of compainers

Answer 14

• passives
• voicers
• irates
• Activists

Question 15

recycling behaviour depends on?

Answer 15

• motivation
• ability
• opportunity