Chapter 16: Part 1 Flashcards

(12 cards)

1
Q

Consumers don’t always

A

have the goal of finding the “optimal brand” for them

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2
Q

Metagoal

A

the general nature of the outcome being sought

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3
Q

Bounded rationality

A

limited capacity for processing information

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4
Q

Consumers who have low purchase involvement

A

may engage in little or no external search because they can recall from memory a brand that is at least satisfactory

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5
Q

Most decisions do not generate

A

enough purchase involvement to motivate consumers to seek an optimal solution through extended decision-making

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6
Q

Optimal solution

A

does not change as a function of situational factors such as time pressure, task definition, or competitive context

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7
Q

Important to keep in mind that consumer decisions

A

(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

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8
Q

Three choices processes are

A

affective choice, attitude-based choice, and attribute-based choice

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9
Q

Affective choice

A

tends to be more holistic in nature, the brand is not decomposed into distinct components

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10
Q

Consummatory motives

A

underlying behaviors that are intrinsically rewarding to the individual involved

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11
Q

Instrumental motives

A

activate behaviors are designed to achieve a second goal

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12
Q

Attitude-based choice

A

involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice

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