Ch. 2 Decision Making Flashcards
1
Q
3 Categories of Consumer decision making
A
- cognitive
- habitual
- affective
2
Q
cognitive
A
highly rational, deliberate
3
Q
affective
A
based on emotion
4
Q
level of involvement
A
how personally important or interest you are in the product and how much information you need to make a decision
5
Q
type of level of involvement (3)
A
- product (how interested in product, to do with perceived risk)
- message (how influential is media)
- situational (where you consume)
6
Q
perceived risk (5)
A
- monetary risk
- functional risk
- physical risk
- social risk
- psychological risk
7
Q
social risk
A
- choice will reflect poorly on the consumer and damage his or her self esteem or confidence
8
Q
psychological risk
A
lose self-respect due to making a bad decision
9
Q
purchase situation involvement
A
occurs when buying the same object for different contexts (ex. wedding gift)
10
Q
steps in the decision making process (4)
A
- problem recognition
- information search
- evaluation of alternatives
- product choice
11
Q
opportunity recognition
A
increase in desire for his ideal state
12
Q
need recognition
A
decline in the quality of his actual state
13
Q
evoked set
A
alternatives the consumer knows
14
Q
consideration set
A
the alternatives actually considers
15
Q
types of choices (4)
A
- routine (litte or no effort)
- cues in the environment
- nudge - subtle changes in the environment
- default bias - comply with requirement
