06 People, part II Flashcards
What occurs during the Problem/Need Recognition stage?
There is a discrepancy between desired state and actual state due to stimuli.
What occurs during the Information Search stage?
- There is higher personal time and effort spent when higher involvement or perceived risk of purchase.
- There would be psychological influence.
- Expertise shortens search.
What are the factors of the Evaluation of Alternatives stage?
- Considered Set: mental list of acceptable brands.
- Evaluation Criteria: objective and subjective.
- Decision Rules: simplify decision making.
- There would be customer roles:
- Payer.
- User.
What happens during the Purchase stage?
Identify best among alternatives.
- There would be a sociocultural influence.
- Situational influence.
- Social influence.
What occurs during the Post-Purchase Evaluation stage?
Evaluation of performance in light of expectations.
What do non-compensatory rules do?
Eliminates alternatives that are deficient on any of the criteria the consumer has chosen to use.
What are the factors of compensatory rules?
- Options are evaluated in terms of each relevant attribute.
- Pros and cons trade-off.
What are the different levels of involvement?
- Low/Routine.
- High/Non-Routine.
What are the types of loyalty?
- Brand Loyalty.
- Store Loyalty.
What is Customer Satisfaction?
“A consumer’s post-purchase evaluation of the overall service experience. It is an affective (emotion) state or feeling reaction in which the consumer’s needs, desires and expectations during the course of the service have been unmet, met or exceeded.”
What is Hyperchoice and the Choice Paradox?
Although we may think that more choice is better, but there can be problems with excessive choice.
- Jam example:
- Percentage of shoppers would have stopped and purchased at display with less jams.
- Shoppers were more attracted to variety but were less likely to make a decision.
What are the aspects of Psychological Influence?
- Perception.
- Learning.
- Attitude.
What are the External Influences on Consumer Decision Making?
- Consumer Roles.
- Psychological Influence.
- Situational Factors.
- Social Factors.
- Hyperchoice and the Choice Paradox.
What are the aspects of Situational Factors?
- Purchase factors.
- Shopping factors.
- Temporal factors.
What are the aspects of Social Factors?
- Family.
- Culture.
- Reference groups.
What are the tools of Persuasion?
- Conformity persuasion.
- Social comparison.
- Power of opinion leaders.
- Mere exposure theory.
What is the influence of Perception on Consumer Decision Making?
- Perception definition.
- Exposure → Attention → Interpretation.
What is the meaning of Perception?
Process by which an individual receives, selects and interprets stimuli that affect your senses to form a meaningful and coherent picture of the world.
What is the meaning of Learning?
Process by which consumers change their behaviour after they gain information or experience.
What is the meaning of Attitude?
A person’s enduring evaluation of their feelings about, and behavioural tendencies towards, an object or idea.
What are the results of excessive choice?
- Decisions become less likely (paralysis).
2. Choice satisfaction drops.
What is Brand Loyalty?
- Consistently buy the same brand.
- No other alternatives in consumers’ consideration sets.
What is Store Loyalty?
- Consistently shop at the same store.
- There are no other alternatives in consumers’ consideration sets.
What are the factors of Low/Routine?
- No need to..
- Invest effort (no need to search for/evaluate alternatives)
- Not interested in..
- Investing effort (i.e. buying a “good enough” is fine).
