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Consumer Behavior Chapter 12
Terms in this set (26)
Rational Decision-making perspective
consumers gather information, compare brands and make informed decisions. Assumes humans are rational creatures that carefully consider decisions.
Experimental Decision-making Perspective
Consumers make purchases and reach decisions based on the affect, or feeling, attached to a product or behavior. Hedonic Value focus
Variety seeking behavior
bored consumers seek new product to satisfy a perceived need for change
Behavioral influence decision-making perspective
Consumer decisions are learned responses to environmental influences. Helps to explain how consumers react to store layout, store design, and point-of-purchase displays
the awareness of negative results that can occur from uncertainty over which action to take
Consumers use various problem-solving activities to find information to reach a decision.
Consumers opt for less research and rely more on prior beliefs to reach a decision.
Consumers seeks no information for problem solving. Product decisions are routine.
Consumers rebuy a product/service no matter what. Reduces search time and creates value through brand image.
Repeated consumer purchase without any real attachment
Using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions
Perceived current state
Perceived state for which consumer strives
Focused on staying up to date on the topic
Finding information to solve an immediate problem
Retrieval of knowledge stored in memory about products, services, and experiences
Gathering information from sources external to the consumer
Alternatives considered acceptable for further consideration in decision making
All possible solutions to a consumer's problem.
Set of alternatives of which a consumer is aware
Alternatives deemed unacceptable for further consideration
alternatives about which the consumers are indifferent or does not hold strong feelings
Gathering information from external sources. (family, friends, salespeople, advertising, independent research, or the internet)
Information that signals the amount of potential value contained in a product
Perceived overall goodness or badness of a product
Negative emotion resulting from failed search processes.
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