Chapter 14: Part 1 Flashcards

(14 cards)

1
Q

Consumer decision

A

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

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2
Q

Many consumer decisions do not focus on

A

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

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3
Q

Consumer decisions =

A

often the result of one problem

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4
Q

Once decision process begins,

A

may become more complex with multiple goals

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5
Q

Purchase involvement

A

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

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6
Q

Purchase involvement/product involvement are

A

NOT the same

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7
Q

Nominal decision-making

A

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

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8
Q

Limited decision-making

A

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

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9
Q

Extended decision-making

A

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

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10
Q

Active problem

A

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

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11
Q

Inactive problem

A

one of which the consumer is not aware

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12
Q

Simple intuition

A

most common approach to discovering consumer problems

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13
Q

Pros of Simple intuition

A

relatively inexpensive, fast, easy

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14
Q

Cons of Simple intuition

A

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

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