Chapter 16: Part 1 Flashcards
(12 cards)
Consumers don’t always
have the goal of finding the “optimal brand” for them
Metagoal
the general nature of the outcome being sought
Bounded rationality
limited capacity for processing information
Consumers who have low purchase involvement
may engage in little or no external search because they can recall from memory a brand that is at least satisfactory
Most decisions do not generate
enough purchase involvement to motivate consumers to seek an optimal solution through extended decision-making
Optimal solution
does not change as a function of situational factors such as time pressure, task definition, or competitive context
Important to keep in mind that consumer decisions
(a) are often not rational in the sense of finding the optimal solution, (b) not optimal due to cognitive and time limits of consumers, and (c) malleable in that they change based on the situation
Three choices processes are
affective choice, attitude-based choice, and attribute-based choice
Affective choice
tends to be more holistic in nature, the brand is not decomposed into distinct components
Consummatory motives
underlying behaviors that are intrinsically rewarding to the individual involved
Instrumental motives
activate behaviors are designed to achieve a second goal
Attitude-based choice
involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice