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5. Individual Decision Making
n/a
18
Marketing
Undergraduate 2
06/11/2011

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Cards

Term
What is the rational perspective of decision making?
Definition
People calmly and carefully  integrate as much information as possible with what they already know about a product and weigh up the pros and cons of each before making a decision.
Term
What is the Behavioural Influence Perspective of decision-making?
Definition
(in conditions of low involvement) where decisions are made  as a result of a learned response to environmental cues, e.g. buying on impulse as a result of a ‘special offer’
Term
What is the Experiential Perspective of Decision Making?
Definition
in conditions of high involvement but where the selection made cannot be entirely rational
Term
What is Habitual Decision Making?
Definition

 

Those that are made routinely

 and with little or no conscious  effort

Term
What is Extended Decision making?
Definition

 

usually initiated by a motive  that is fairly central to self-concept and the final decision is perceived to carry a fair degree of risk

Term
What is Limited Decision Making?
Definition

 

Usually straightforward and simple. There is no real motivation to search for information and evaluate each alternative rigorously

Term
What is Primary Demand?
Definition
When marketers attempt to encourage consumers to use products regardless of the brand they choose
Term
What is secondary demand?
Definition
When marketer attempt to encourage consumers to prefer one brand over another
Term
What are the 5 types of perceived risk?
Definition

 

Monetary risk
Functional risk
Physical risk
Social risk
Psychological risk
Term
What are the factors of Monetary risk?
Definition

Buyers with relatively little income and wealth are most at risk

 

High price items requiring substantial expenditure are most risky

 

Term
What are functional risks?
Definition

Practical consumers are most at risk

 

Prods/services requiring buyer’s exclusive commitment and precluding redundancy are products most subject to risk

Term
What is physical risk?
Definition

Those who are elderly, frail or in ill health

 

Mechanical or electrical goods, drugs food and beverages are purchases most subject to risk

Term
What is social risk?
Definition

Those are insecure & uncertain are buyers most sensitive to this risk

 

Socially visible & symbolic goods, e.g. clothes & cars

 

 

Term
What are the dimensions of self-concept?
Definition

 

Actual self
Ideal self
Social self
Ideal social self
Expected self
Situational self
Global self-attitude
Term
What is psychological risk?
Definition

 

Those lacking self-respect or attractiveness to peers

 

Expensive personal luxuries may engender guilt, services demanding self-discipline

Term

When evaluating alternatives, what is meant by the evoked set?

Definition

 

These comprise those products already in memory (the retrieval set) plus those prominent in the retail environment

Term
What are Heuristics?
Definition

Mental rule of thumbs that are used to simplify decision-making and  lead to speedy decisions.

 

The rules vary from the very general to very specific.

 

Shortcuts include - relying on a product signal, relying on well known  brand names as a signal of quality and believing market beliefs.
Term

What are the 3 examples of consumer heuristics?

 

Definition

 

Search heuristics
Evaluation heuristics
Choice heuristics
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