Week_2_Consumer Decision Process Flashcards
Seven Steps of CDP
- need recognition
- search for info （how to solve the problems)）
- Pre-purchase evaluation of alternatives （对比各产品）
- purchase （critical stage）
- consumption
- post-consumption evaluation （consumer’s review）
- divestment (撤资 consumer get rid of product）
what is needs?
an internal state of tension caused by disequilibrium between existing state and an ideal or desired state. (its not trigger the need recognition enough)
Need recognition triggered by
memory
Environment influence
Individual differences
What is symbolic needs?
a product can represent who you are (normally subconsciously 潜意识的）
What is hedonic needs?
Are satisfied by products that offer hedonic benefit. Hedonism, people pursue things that give them pleasure
Two types of search in CB No.2 Stage
Internal search: Retrieving knowledge from memory or genetic tendencies
External search: collecting information from peers, family, and the marketplace
search information can be two different types
passive: receptive to info around them(没有真正开始寻找信息，只是开始注意信息）
Active: search online, go to store.
Two types of sources of information
- Marketer dominated stimuli
2. Non-marketer dominated stimuli
As a consumer is exposed to information from external search, they begin to process the stimuli
what is the information processing of it?
- Exposure
- Attention
- Comprehension
- Acceptance
- Retention
Consumer memory start from where?
From attention to retention
What is pre-purchase evaluation of alternatives
- The process of evaluating alternatives identified from search, which leads to a product or brand selection most likely to satisfy the consumer
- Can use new or preexisting evaluations stored in memory.
Difference between awareness set and evoked sets
Awareness set: brands that can be recalled by consumer.
Evoke set: subset of awareness, consumer finally consider the brands.
What is evaluation mean in Pre-purchase evaluation of alternatives?
Evaluative criteria: standards and specifications used to compare different products and brands (物品的各种属性）
What is salient attributes of alternatives on attributes?
Salient(突出的) attributes is improtant to consumers such as price and reliability
(航空公司的安全性是所有人都会考虑的）
determinant attributes meaning
the products’ features that determine which brand consumers choose.
（除去航空公司的安全性，其他因素例如服务，设备等将是顾客做决定的重点）
Consumption process can either occur immediately or be delayed
True
Cognitive dissonance definition
questioning the purchase decision (post-purchase regret)
Usually, the higher the price, the higher the level of cognitive dissonance
Three options for divestment stage
Disposal
Reselling (Ebay)
Recycling
What is lateral cycling?
handover used product to another people
Three influences that affect the consumer decision process
- Individual differences (客户个人资料）
- Environmental influences.
- Psychological influences.
Individual Differences
- Demographics, psychographics, values and personality
- Consumer resources
- Motivation
- Knowledge
- Attitudes
Environmental Influences
- Culture
- Social Class
- Family
- Personal Influence
- Situation behaviors
Psychological Processes
- Information processing
- Learning
- Attitude and behavior change
Reference group mean
affected by different groups such as family, collegues, country club…
aspiration group
the group you want to be
What is consumer decision process continuum?
Routine problem solving(吃什么东西） to limited problem solving（买什么衣服）） to extended problem solving（去哪里度假）
EPS:
Extended problem solving, required whole seven stages of CDP. often occurs with expensive items or can be fueled by doubts and fears.
High importance in making the “right choice”.
All seven consumer decision-making stages are often activated.
Dissatisfaction is often vocal and more critical.
LPS
Consumers don’t have motivation, time, or resources to engage in EPS
Little search and evaluation before purchase
Need recognition leads to buying action; extensive search and evaluation often avoided as the purchase is not of great importance
Routine Problem Solving
Decisions are made with a minimal amount of time and only moderate deliberation
impulse buying
Unplanned, spur-of-the-moment action triggered by product display or point of sale promotion
Least complex part of LPS but differs in some important ways (收银台边上的货架）
Habitual Decision Making
part of \ RPS. decision as part of habit (习惯性决策）
Variety Seeking
Consumers may be satisfied with the present brand but still engage in brand switching
Can be triggered because bored with current brand or because of special offer
what is brand inertia?
品牌惯性
kind like habitual decision making. keeping mbuy one brand
Two main forms of decision-making processes
Brand loyalty and brand ineria
