Chapter 16: Part 1 Flashcards Preview

MKT 424: Exam #3 > Chapter 16: Part 1 > Flashcards

Flashcards in Chapter 16: Part 1 Deck (12)
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1

Consumers don't always

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

2

Metagoal

the general nature of the outcome being sought

3

Bounded rationality

limited capacity for processing information

4

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

5

Most decisions do not generate

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

6

Optimal solution

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

7

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

8

Three choices processes are

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

9

Affective choice

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

10

Consummatory motives

underlying behaviors that are intrinsically rewarding to the individual involved

11

Instrumental motives

activate behaviors are designed to achieve a second goal

12

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