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MIDTERM 2 buyer behavior > ch 9 > Flashcards

ch 9 Flashcards

1
Q

rational perspective

A

people integrate new information with what they already know about the product (weight + and - of each alt) *QUANATATIVE APPROACH, high involvement

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2
Q

behavioral influence perspective

A

*low involvement automatic designs * consumer designs are learned response to eonviomentalcues and have contextual influences

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3
Q

extended problem solving

A

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?

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4
Q

limited problem solving

A

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*

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5
Q

habitual decision making

A

decisions made w very little or no conscious effort *i.e. buying milk or gas

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6
Q

steps for a purch decion

A
  1. 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)
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7
Q

***informational search-internal, directed search?

A

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

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8
Q

google and cognitive self esteem

A

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

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9
Q

fungibility principle

A

source of income should not influence how income is spent

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10
Q

mental accounting

A

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

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11
Q

coupling

A

distancing payment from consumption influences willingness to pay (close coupling = pain of paying) i.e. people spend credit cards more than cash

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12
Q

sunk cost fallacy

A

having paid for something makes us reluctant to waste it

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13
Q

loss adversion

A

more emphasis on loss over gain

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14
Q

risk averse

A

for gain risk seeking for losses

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15
Q

availability heuristic (memory accessibility affect)

A

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

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16
Q

familiarity

A

increases avbaiablity

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17
Q

salience

A

probability increases for vivid info, stand out more unlikey to happened, if you see it youre more likely to associate with it (visual image)

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18
Q

identifying alternatives

A

evoke- retrieval and products in environment set inert set inept set

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19
Q

evoked set

A

alternatives actively considered during choice (products in memory + retail environment)

20
Q

inert set

A

alternative consumer is aware of but would not buy

21
Q

inept set

A

alternatives not entering the game at all

22
Q

product choice- eval criterial

A

dimensions used to compare alteratives

23
Q

determinant criteria

A

criteria on which alternative differ the most

24
Q

relying on product signal

A

illusory correlations- price- quality relationships assumption that large stores have better selection every day low price belifs

25
Q

country of origin as product signal

A

stereotype (imported car good but not colthes

26
Q

ethnocentricsm

A

tendency to prefer products from own counrt

27
Q

non-compensatory decision rules

A

lexicographic rule (brand best on the most important attribute selected)

28
Q

elimination by aspects rule

A

cut off points have to be met “bottom line” don’t like this actor so get rid of it

29
Q

conjunctive rule

A

brand selected when meet cut off and rejected otherwise

30
Q

conjunctive rule

A

brand selected when meet cut off and rejected otherwise (eliminate opinions based on not meeting several criteria) if it doesn’t meet this criteria its no good

31
Q

compensatory decisione rules

A

simple additive rules

32
Q

diecison importance

A

as decision increases importance, compensatory rules are more likely to be used

33
Q

number of choice alternatives

A

with large number of alternatives people use phased deciosn process

34
Q

phased decision process

A

two or more choice rules are applied in the attempt to reduce decision complexity

35
Q

rule usage

A

the maker in which info is presented influences how attribute info is processed

36
Q

expectancy disconfirmation

A

emotional response depends on relationship between perceived performance and expected performance (satisfaction higher when performance exceed expectations)

37
Q

attribution theory

A

explanation of causes of (unfavorable) outcomes affect satisfaction/dissastisfaction, people the to make internal attribution for success but external for ailure

38
Q

when bad things happen attribute theory

A

focus (affects lame) consistency (affects perceived severity of outcome and likely to try again( control (affects level of anger)

39
Q

customer retention benefitys

A

cost -9x more for a company to attract new customer than to retain an old one, cutting cost over 10% = reducing customer drop rate 2%

40
Q

non compensatory rules

A

low effort, can’t compensate for other ads i.e. this is one is cheaper so ill go with this one

41
Q

compensatory rules

A

more features you care about then just price

42
Q

biases in mental accounting

A

paid a lot for ticket gonna go to game vs winning it

43
Q

prospect theory

A

people put more emphasis on a loss then a gain

44
Q

phantom decay

A

one of the choices aren’t real boosts the face value of the one they want you to buy

45
Q

asymmetric dominance

A

is really 3 options, choose between two to find better deal

46
Q

compromise

A

settle for the middle option

MIDTERM 2 buyer behavior (2 decks)

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