ch 9 Flashcards
(46 cards)
rational perspective
people integrate new information with what they already know about the product (weight + and - of each alt) *QUANATATIVE APPROACH, high involvement
behavioral influence perspective
*low involvement automatic designs * consumer designs are learned response to eonviomentalcues and have contextual influences
extended problem solving
early stage of repetitive descion making hen buyer has not developed well defined criteria initiated bt a motive central to self concept individual tries to collect info from memory and outside FIRST TIME BUYING A HIGH INVOLVEMENT PRODUCT- FORM CRITERIA- WHAT DO I CARE ABOUT HERE?
limited problem solving
later decision when byers criteria are well defined and structured use simple decision rules to choose among alternatives and not as moviticate to search and eval each alternative **2ND TIME MAKING DESCION MORE EFFICIENT FASTER*
habitual decision making
decisions made w very little or no conscious effort *i.e. buying milk or gas
steps for a purch decion
- problem recognition (difference btw current and ideal state) 2. information search (eval of alternatives, incidental passive teach) 3, post punch eval (learning affects future choices, take product home and evaluate it)
***informational search-internal, directed search?
search greater for people w moderate knowledge, experts have more selective search, novices rely more on opinions of others, experts search top down start from big pic novices are bottom app more random irrelevant details, incidental - pop up by accident
google and cognitive self esteem
using google had highest cog self esteem over no google and control group, google has a lot of power over product choices people in the middle tend to do the most search, moods affect search0 happy search less
fungibility principle
source of income should not influence how income is spent
mental accounting
keep track of income expense and rack them to particular mental accounts (windfall- hedonic prchange windfall bonuses), source of income should not affect way money is spent max you’re willing to pay for something
coupling
distancing payment from consumption influences willingness to pay (close coupling = pain of paying) i.e. people spend credit cards more than cash
sunk cost fallacy
having paid for something makes us reluctant to waste it
loss adversion
more emphasis on loss over gain
risk averse
for gain risk seeking for losses
availability heuristic (memory accessibility affect)
people assess frequency of a category or its probability by the east with which instances come to mind - the more you’re exposed to something the more you think about it
familiarity
increases avbaiablity
salience
probability increases for vivid info, stand out more unlikey to happened, if you see it youre more likely to associate with it (visual image)
identifying alternatives
evoke- retrieval and products in environment set inert set inept set
evoked set
alternatives actively considered during choice (products in memory + retail environment)
inert set
alternative consumer is aware of but would not buy
inept set
alternatives not entering the game at all
product choice- eval criterial
dimensions used to compare alteratives
determinant criteria
criteria on which alternative differ the most
relying on product signal
illusory correlations- price- quality relationships assumption that large stores have better selection every day low price belifs
