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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
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
consumers search very little for information and often reach decisions based largely on prior beliefs about products and their attributes
consumers generally do not seek information at all when a problem is recognized and select a product based on habit
deeply held commitment to rebuy a product or service regardless of situational influences that could lead to switching behavior
what occurs when a consumer simply buys a product repeatedly without any real attachment
practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions
consumer's perceived current 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
search effort that is not necessarily focused on an upcoming purchase or decision but rather on staying up to date on the topic
search effort aimed at finding information to solve an immediate problem
situation in which consumers are presented with so much information that they cannot assimilate the variety of information presented
retrieval of knowledge stored in memory about products, services, and experiences
alternatives that are considered acceptable for further consideration in decision making
total collection of all possible solutions to a consumer problem
set of alternatives of which a consumer is aware
alternatives in the awareness set that are deemed to be unacceptable for further consideration
alternatives in the awareness set about which consumers are indifferent or do not hold strong feelings
gathering of information from sources external to the consumer such as family, friends, sales people, ads, and internet
information that signals the amount of potential value contained in a product
perceived overall goodness or badness of some product
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