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
