Chapter 14: Part 1 Flashcards Preview

MKT 424: Exam #3 > Chapter 14: Part 1 > Flashcards

Flashcards in Chapter 14: Part 1 Deck (14)
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1

Consumer decision

produces an image of an individual carefully evaluating the attributes of set of brands, products or services and selecting the one that solves their need

2

Many consumer decisions do not focus on

brand attributes but focus on emotions associated with acquiring or using the brand

3

Consumer decisions =

often the result of one problem

4

Once decision process begins,

may become more complex with multiple goals

5

Purchase involvement

level of concern for or interest in the purchase process triggered by the need to consider a particular purchase

6

Purchase involvement/product involvement are

NOT the same

7

Nominal decision-making

also known as habitual decision making, involves no decision per se, problem is recognized and internal search (long-term memory) provides a single preferred solution

8

Limited decision-making

involves internal and limited search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation

9

Extended decision-making

involves extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation

10

Active problem

one that the consumer is aware of or will become aware of in the normal course of events

11

Inactive problem

one of which the consumer is not aware

12

Simple intuition

most common approach to discovering consumer problems

13

Pros of Simple intuition

relatively inexpensive, fast, easy

14

Cons of Simple intuition

intuition may be wrong, not apply to an array of consumers since it is typically generated by an individual