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Definition
| sensory experiences stored temporarily in memory |
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| very brief memory for things we hear |
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| very brief memory for things we see |
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| where incoming info is stored |
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| processing info as images |
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| long term stored knowledge |
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| autobiographical or episodic memory |
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| knowledge about the world that is detached from specific episodes. ex. cola is cola, brown sweet, etc. |
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| a group of items usually three |
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| over and over again but not active. ex. i have seen the mayo my mom buys over and over again |
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| geico's use of the gecko. get consumers to think about the connection, putting in the long term memory |
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| semantic or associative network |
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| concepts connected by links |
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| the strength or weakness of the link |
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| how the link is retrievable from memory |
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| one link can lead to a different link or thought |
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| a node of thought that is ready to be retrieved after a jump start |
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| weakening over time of nodes of thought |
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| networks are closely aligned that we can't remember which features go with which |
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| primacy and recency effect |
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Definition
| greater memory for info this is first or last |
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Term
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| recalling info. ex. what i ordered from my last trip to in-n-out burger |
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| something we have seen before |
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| remember info without trying. drive pas billboard with caterpillar, when asked if you saw a billboard. the answer is no. Yet if asked to say a word that starts with Cat - you will recall caterpillar |
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| something is silent if it stands out from the larger context |
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| recall in a product category |
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| if the items go together. special k and orange juice |
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| if you want to go to the sale at macy's, you write macy's on a note to remind you about the sale |
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| pictures and words in memory easier to remember |
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| the perceived difference between actual and ideal states |
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| the way we want things to be |
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| recalling stored info from memory |
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| consideration of evoked set |
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Definition
| ex. someone buying bottled water might consider perrier and poland spring rather than all possible brands |
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| that which helps us discriminate among objects. different prices to help discriminate |
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| both salient and diagnostic |
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| when consumers are actively evaluating a brand as they view an ad for it. |
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| our tendency to recall info that reinforces or confirms our overall beliefs |
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| ex. buying a house, a consumer can recall bathrooms or price, but can't remember lot size etc. |
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| looking outside of ourselves to collect info. magazines, ads, dealers |
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| ex. buy a new car, one will get info dealer, online, friends, consumer reports, etc. |
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| hobbies. wrestling. brian will inform himself constantly |
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| collecting info on one brand before moving to another |
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| comparing brands on attributes, one at a time |
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| evaluations of an object or estimates of likelihood of an outcome or event |
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| estimations of likelihood |
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| judging how likely it is that something will occur |
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| judgments of goodness / badness |
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| if something is desirable |
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| anchoring and adjustment process |
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Definition
| starting with an initial evaluation and adjusting it with more info |
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| imaging an event in order to make a decision |
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| options that are unacceptable when making decisions |
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| options towards which consumers are indifferent |
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| the subset of top-of-mind brands evaluated when making a choice |
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Definition
| a good brand looks good next to a inferior brand or lower priced item |
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Term
| cognitive decision-making models |
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Definition
| describe how consumers systematically use info about attributes to reach a decision |
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Term
| affective decision-making models |
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Definition
| making decisions on the basis of emotions or feelings |
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| consumers evaluate how good each of the attributes of the brand in their consideration set is and weight them against positive and negative |
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| simple decisions model in which negative info leads to rejection of the option |
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Definition
| for each attribute, the point at which a brand is rejected for non-compensatory model. |
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| evaluating one brand at a time |
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| multiattribute expectancy-value model |
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Definition
| a type of brand based compensatory model |
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| a non-compensatory model that sets minimum cutoffs to reject bad options |
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| a non-compensatory model that sets acceptable cutoffs to find options that are good |
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| comparing brands, one attribute at a time |
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| additive difference model |
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Definition
| compensatory model in which brands are compared by attributes, two brands at a time |
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| a non-compensatory model that compares brands by attributes, one at a time in order of importance |
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| elimination by aspects model |
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| similar to the lexi model but adds the notion of acceptable cutoffs |
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Definition
| when ownership increases in value of an item |
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| affective decision making |
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Definition
| decisions based on feelings or emotions |
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| a prediction of how you will feel in the future |
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| making decisions about products from different categories |
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| alternative based strategy |
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Definition
| making a noncomparable choice based on an overall evaluation |
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Term
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Definition
| making noncomparable choices by making abstract representations of comparable attributes |
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Term
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Definition
| ex. williams sonoma offered one bread making unit at $275 and then added a second unit priced 50 % higher. This doubled the sale of the first unit |
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Definition
| picking a brand because it scores equally well on certain attributes rather than faring unequally on these attributes |
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Term
| metacognitive experiences |
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Definition
| how the info is processed beyond the content of the decision |
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Term
| representativeness heuristic |
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Definition
| ex. mouthwash quality would be compared to a prototype, such as listerine |
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Definition
| basing judgments on events that are easier to recall. ex.word of mouth |
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| how often an event really occurs on average |
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| people expect info obtained from a small sample to be typical of the larger population |
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| traditional hierarchy of effects |
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Definition
| sequential steps used in decision making involving thinking, then feeling, then behavior. |
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| low effort hierarchy of effects |
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Definition
| sequence of thinking, behaving, feeling |
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Definition
| finding a brand that satisfies a need even though that brand may not be the best brand |
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| simple rules of thumb used to make low-effort decisions |
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Term
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Definition
| ex. while growing up, your parents may have given you a reward for making good grades or an allowance for mowing the lawn. You learned that these were good behaviors, and you more likely to do again |
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| performance-related tactics |
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Definition
| tactics based on benefits, features, and evaluations of the brand |
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Term
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| doing the same thing time after time |
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| leading consumers through a series of steps to create a desired response. ex. coupons, free samples, incentives |
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| buying the cheapest brand, or on sale |
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| the acceptable range of prices for any purchase |
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| James and his TV deal or washer deal. on sale and no interest for 36 months |
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Definition
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| tactics based on feelings |
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| a simple type of affective tactic whereby we simply remember our feelings for the product or service |
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Definition
| easy recognition of a well-known brand |
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Definition
| two brands form a partnership such as eggo froot loops or TGIFridays with Jack Daniel |
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Definition
| when all the visual parts of a design fit together meaningful way |
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| trying something different |
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| optimal stimulation level |
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| the level of arousal that is most comfortable for an individual |
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| those who actively look for variety |
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| seeking information simply for stimulation |
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| an unexpected purchase based on a feeling |
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| a feeling of anxiety over whether the correct decision was made |
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| a feeling that one should have purchased another options |
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| testing out expectations through experience |
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| forming expectations about the product or service |
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| processing the information one experiences |
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| combining new information with stored knowledge |
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| when there is not enough info to confirm or disprove the hypothesis |
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| a market leader or brand that has a large market share |
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| positive evaluation about their decision |
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| negative evaluation about their decision |
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Definition
| the existence of a discrepancy between expectations and performance |
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| beliefs about how a product or service will perform |
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Definition
| the measurement of whether the product/service actually fulfills consumers' needs |
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Definition
| a theory of how individuals find explanations for events |
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Definition
| a theory that focuses on the fairness of exchange between individuals, which helps in understanding consumer satisfaction and dissatisfaction |
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Definition
| the perception that people's inputs are equal to their outputs in an exchange |
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Definition
| positive or negative emotions while using a product or service |
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| try to predict how a product will make us feel |
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