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affective component

a component of attitude that reflects what the person feels about the issue at hand


consists of cognitive, affective, and behavioral

behavioral component

the component of attitude that concerns the action that a person takes regarding the issue at hand

cognitive component

the component of attitude that reflects what a person believes to be true

compensatory decision rule

when a buyer is willing to compromise between two characteristics of a product

consumer decision rule

the set of rules that buyers use consciously or subconsciously while deciding whether or not to buy


consists of: visible artifacts, and underlying values

decision heuristics

mental shortcuts that help consumers narrow down choices

esteem needs

needs that fill peoples inner desires

evaluative criteria

consists of salient attributes about a particular product

evoked set

set of stores or brands that a consumer considers when buying

extended problem solving

a purchase decision process where the buyer spends ample time researching because the purchase is thought to have a high amount of risk involved

external locus of control

occurs when the consumer believes that fate controls all alternatives or outcomes

financial risk

includes the price of the initial purchase as well as costs of maintaining or using it

internal locus of control

occurs when a consumer believes that he has control over the outcome. he will spend more time evaluating alternative buys because he believes his decision is influential


a consumers interest in a good or service


a component of psychographics; refers to the way that a person lives his life to achieve goals

love needs

needs expressed through interactions with others

Maslow's Heirachy of Needs

a paradigm that suggests that if the lower level of needs are fulfilled then the upper levels of human needs will be more likely to be fulfilled as well


a need or want that is strong enough to cause a person to seek satisfaction

need recognition

the first step of the consumer buying process where a person wants to go from their needy state to a state of satisfaction

non-compensatory decision rule

when u will only buy a product based on preset stipulations regardless of the products other attributes


the process by which people select, organize and interpret information to form a meaningful picture of the world

performance risk

the risk that the good does not perform correctly

physiological needs

needs pertaining to basic biological necessities of life: food, drink, shelter

psychological needs

pertains to the personal gratification that one gets from a purchase

psychological risk

risk that the product one buys does not convey the right image

retrieval sets

refer to brands or stores that the consumer can bring to mind readily

ritual consumption

refers to a pattern of behavior tied to life event that determine how and what people consume

safety needs

maslows: pertaining to protection and physical well being

situational factors

factors affecting the consumer decision making process. factors specific to the situation that may override the decision making process

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