Chapter 14 M405 exam 3

  1. types of purchase decisions
    • Nominal Decision- habitual decision making, involves no decision per se (Brand loyal, repeat purchase)
    • Limited Decisions- involves internal and limited external, few alternatives, simple decision rules on a few attributes, and little post purchase evaluations.
    • Extended¬†Decisions- extensive internal and external information search followed by a complex evolution of multip alternatives.
  2. types of consumer decisions (purchase involvement, product involvement)
    Purchase involvement-  the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase.
  3. purchase involvement
    big influencer of which type of process used
  4. process of problem recognition
    is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.
  5. factors that affect desire to resolve a problem
    • Magnitude of discrepancy between desired and actual state.
    • relative importance of problem
  6. types of consumer problems
    • active problem- the consumer is aware they have a problem
    • inactive problem- consumer is not aware of problem.
  7. discovering consumer problems- human factors research
    human factor research-attempts to determine human capabilities in areas such as vision, strength, response time, and the effect of theses capabilities on lighting, temp, and sound.
  8. helping consumer recognize problems
    • generic problems recognition- involves a discrepancy that a variety of brands within a product category can reduce.
    • selective problem recognitions- involves a discrepancy that only one brand can solve.
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Chapter 14 M405 exam 3