Lecture 2 (2)

Question 1

Evoked set

Answer 1

• Products already in memory

- Products are comparable to each other, i.e. they belong to the same product category

Question 2

Consideration set

Answer 2

• The products that are considered for

purchase

Question 3

Product Positioning success depends on…

Answer 3

…convincing the consumer that the product should be considered in the category

Question 4

Over-categorization

Answer 4

– Product types are used as product categories instead as filters.
– Creates usability issues:
• Prevent users from combining product types to match their purchasing preferences.
• Negative influence on user experience and direct cause of site abandonments.

Question 5

Types of consumer decisions

Answer 5

• 1. Habitual/Routine decision making
• 2. Limited decision making
• 3. Extended decision making

Question 6

Habitual/Routine decision making

Characteristics?

Answer 6

• Buying low involvement, frequently purchased, low cost items
• Need little search and little decision effort
• Purchased almost automatically
• For example: bread, shower gel

Question 7

Habitual/Routine decision making

Marketers Task?

Answer 7

• For current customers: maintain brands’ quality, stock and value
• For non-customers: break normal buying habits
  • Use promo to call attention for new brand.
  • Ads/promos focus on one message.
  • Message is often repeated.

Question 8

Limited decision making

Characteristics?

Answer 8

• Buying occasionally
• Moderate amount of time while searching info
• Low to medium involvement
• Low to moderate cost goods
• New brands may be considered for each purchase
• For example: clothes

Question 9

Limited decision making

Marketers Task?

Answer 9

• Provide reasons for buying the brand (not just reminding in advertisement)

Question 10

Extended decision making

Characteristics?

Answer 10

• High involvement
• Expensive and infrequently bought
• High degree of economic/performance/psychological risk
• Spend a lot on time seeking information and deciding

Question 11

Extended decision making

Marketers Task?

Answer 11

• Promo message can be longer, more informative

- Marketers must work to reduce the consumers’ perception of risk

Question 12

Dijksterhuis, Bos, Nordgren, van Baaren (2006)

Conclusion of

• simple task
• complex task

Answer 12

Simple task:
Simple decisions are enhances by conscious thought

Complex task:
Complex decisions are enhanced by unconscious thought

Question 13

Dijksterhuis, Bos, Nordgren, van Baaren (2006)

Conscious Thinking

Answer 13

– Limited capacity

– Decision making requires cognitive resources

Question 14

Dijksterhuis, Bos, Nordgren, van Baaren (2006)

Unconscious Thinking

Answer 14

– No limited capacity

– Decision making requires no cognitive resources

Question 15

Dijksterhuis, Bos, Nordgren, van Baaren (2006)

Deliberation-without-attention hypotheses

Answer 15

Conscious thinking leads to good choices when it concerns simple choices. But its limited capacity has the consequence that it is not efficient enough when it concerns complex choices.

Question 16

Criticism on Dijksterhuis, Bos, Nordgren, van Baaren (2006)?

Answer 16

Huizenga et al. (2012) (amongst others) could not replicate the findings of Dijksterhuis (2006). Huizenga replicated the studies but found no proof for any prediction.

Does the effect exist?
Maybe there is an essential factor missing etc. It still gives room for researchers to come up with new predictions and new theories.