CH 12

Marketing 302 with Gaubert at Clemson University

About this deck

By: Jay Halford
Created: 2011-11-15
Size: 25 flashcards
Views: 5

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rational decision-making perspective

assumes consumers diligently gather information about purchases, carefully compare various brands of products on salient attributes, and make informed decisions regarding what brand to buy

experiental decision-making perspective

assumes consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behavior under consideration

behavioral influence decision-making perspective

assumes many consumer decisions are actually learned responses to environmental influences

perceived risk

perception of the negative consequences that are likely to result from a course of action and the uncertainty of which course is best to take

extended decision making

assures consumers move diligently through various problem-solving activities that will help them reach a decision

limited decision-making

consumers search very little for information and often reach decisions based largely on prior beliefs about products and their attributes

habitual decision-making

consumers generally do not seek information at all when a problem is recognized and select a product based on habit

brand loyalty

deeply held commitment to rebuy a product or service regardless of situational influences that could lead to switching behavior

brand inertia

what occurs when a consumer simply buys a product repeatedly without any real attachment

satisficing

practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions

actual state

consumer's perceived current state

desired state

perceived stae for which a consumer strives

consumer search behavior

behaviors that consumers engage in as they seek information that can be used to resolve a problem

ongoing search

search effort that is not necessarily focused on an upcoming purchase or decision but rather on staying up to date on the topic

prepurchase search

search effort aimed at finding information to solve an immediate problem

information overload

situation in which consumers are presented with so much information that they cannot assimilate the variety of information presented

internal search

retrieval of knowledge stored in memory about products, services, and experiences

consideration set

alternatives that are considered acceptable for further consideration in decision making

universal set

total collection of all possible solutions to a consumer problem

awareness set

set of alternatives of which a consumer is aware

inept set

alternatives in the awareness set that are deemed to be unacceptable for further consideration

inert set

alternatives in the awareness set about which consumers are indifferent or do not hold strong feelings

external search

gathering of information from sources external to the consumer such as family, friends, sales people, ads, and internet

price

information that signals the amount of potential value contained in a product

quality

perceived overall goodness or badness of some product

About this deck

By: Jay Halford
Created: 2011-11-15
Size: 25 flashcards
Views: 5

About StudyBlue

“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy