Chapter 12 Flashcards
(26 cards)
Awareness set
Set of alternatives of which a consumer is aware
Actual state
Consumers perceived current state
Assumes many consumer decisions are actually learned responses to environmental influences
Behaviour influence decision-making perspective
What occurs when a consumer simply buys a product repeatedly without any real attachment
Brand inertia
Brand loyalty
Deeply held commitment to rebut a product or service regardless of situational influences that could lead to switching behaviour
Consideration set
Alternatives that are considered acceptable for further consideration in decision making
Behaviours that consumers engage in as they seek information that can be used to satisfy needs
Consumer search behaviour
Desired state
Perceived state for which a consumer strives
Experiential decision making perspective
Assumes consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behaviour under consideration
Extended decision making
Consumers move diligently through various problem-solving activities in search of the best information that will help them reach a decision
External search
Gathering of information from sources external to the consumer such as friends, family, salespeople, advertising, independent research reports, and the internet
Habitual decision making
Consumers generally do no seek information at all when a problem is recognised and select a product based on habit
Alternatives in the awareness set that are deemed to be unacceptable for further consideration
Inept set
Alternatives in the awareness set about which consumers are indifferent or do not hold strong feel sing
Inert set
Information overload
Situation in which consumers are presented with so much information that they cannot assimilate the variety of information presented
Internal search
Retrieval of knowledge stored in memory about products, services, and experiences
Limited decision making
Consumers search very little for information and often reach decisions based largely on prior beliefs about products and their attributes
Ongoing search
Search effort that is not necessarily focused on an upcoming purchase or decision but rather on staying up to date on the topic
Perception of the negative consequences that are likely to result from a course of action and the uncertainty of which course of action is best to take
Perceived risk
Pre-purchase search
Search effort aimed at finding information to solve an immediate problem
Price
Information that signals the amount of potential value contained in a product
Perceived overall goodness or badness of some product
Quality
Rational decision-making perspective
Assumes consumers diligently gather information about purchases, care-fully compare various brands of products on salient attributes, and make informed decisions regarding what brand to buy
Practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions
Satisficing
