Consumer Behavior - Reading

Question 1

cognitive decision making

Answer 1

Purchase decisions that entail a deliberative, information-based processing of relevant product characteristics.

Question 2

compensatory decision making

Answer 2

Purchase decisions in which consumers consider (or attempt to consider) all of the attributes that are relevant, making trade-offs between and among those attributes.

Question 3

decision-making unit (DMU)

Answer 3

The set of individuals who affect, influence, and take part in a decision to buy.

Question 4

emotional decision making

Answer 4

Purchase decisions that entail a subjective liking for one option over another.

Question 5

high-involvement decision making

Answer 5

Purchase decisions in which the buyer is fully engaged, the decision making tends to be effortful, the time frame tends to be relatively long, and the consequences of making a good versus a bad choice tend to be great and visible.

Question 6

low-involvement decision making

Answer 6

Purchase decisions that require little effort, happen quickly, and are perceived by consumers as having low risk.

Question 7

noncompensatory decision making

Answer 7

Purchase decisions in which consumers consider some, but not all, of a product’s attributes, and ignore potential trade-offs between those attributes; a product’s failure to reach an acceptable threshold on one attribute cannot be compensated for by high performance on other attributes.

Question 8

optimizing decision making

Answer 8

Purchase decisions in which consumers are motivated to purchase the best alternative they can.

Question 9

“satisficing” decision making

Answer 9

Purchase decisions in which consumers settle for an alternative that is “good enough” or that passes some acceptable threshold.