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| response to problem/need (actual vs ideal) |
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| after realization that we want to make a purchase, we go through a series of steps in order to make it (automatic or full time job) |
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| stages surrounding problem recognition and purchase |
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| 1. problem recognition 2.info search 3.options assessment 4.purchase decision 5.post-purchase evaluation 6.feedback |
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| consumer collects extensive info |
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| careful evaluation of brands |
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| compared on many criteria |
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| extent to which a consumer is uncertain about the consequences of buying, using, or disposing of an offering |
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| will the product perform? |
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| will it hurt my social standing |
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| does it fit with what i think of myself? |
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| do i have time to invest in it? |
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| more straigtforward/simple, lower risk/involvement, less search, limited shopping time/venues |
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| automatically, efficent decision, challange for market |
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| choices made with little/no conscious effort |
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| types of consumer decision |
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| cost, frequentcy, involvement, familar, thought/search/time to purchase |
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| continue of decision making |
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| routine response -> limited problem solving -> extensive problem solving |
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| continue of decision making |
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| routine response -> limited problem solving -> extensive problem solving |
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| occures when consumemr sees differences between actual and ideal state |
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| problem recognition, stems from... |
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| 2 factors: 1. need recognition(actual state moves down) 2. opportunity recognition (ideal state moves up) |
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| actual state moves downward |
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| how marketers create problems... |
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| change/establish ideal (ideals not constant), heighten awareness of the actual(inform consumers of the way things really are), create dissatisfaction with the actual, make a new actual possible |
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| marketers create problem, products solve it, then what? |
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| hedonic treadmill hypothesis |
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| so what makes us happy? (keep moving to maintain levels of pleasure) |
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| consumers need info to solve problem (survey for appropriate data to make decision) |
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| info search, what do we search for? |
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| brands (consideration set), attributes, evaluations, experiences |
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| choosing brand/product amoung available alternatices requies much of the effort that goes into a purchase decision |
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| how many alternatives do we acutally consider? |
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| depends on decision making process! |
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| extended problem colsing = ? |
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| evavluation of several brands.... also:may consider multiple brands in limited problem solving |
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| extended problem colsing = ? |
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| evavluation of several brands.... also:may consider multiple brands in limited problem solving |
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| typical consideration set = ? |
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| identifying alternatives... |
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| evoked set vs considerations set |
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| marketers must focus on ? |
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| getting their brand in comsumers consideration set |
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| dimensions used to judge merits of competing options |
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| determinant attributes: ? |
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| feasures we use to differentiate amoung our choices (criteria on which products differ carry more weight & mareterws educate consumerabout or even invent determinent attributes) |
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| selecting amoung alternatives! |
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| once we select amoung alterntives... |
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| we must choose amoung them |
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| decision process can be... |
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| very simple or very complicated |
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| types of high effort decision process (HIGH MAO)... |
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| mental cost-benfit analysis model used to make a decision...weak performance on one attribute can be CONPENSATED by performance on another |
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| types of high effort decision process (HIGH MAO)... |
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| simple decisoin model in which a product with a low standing on one attribute cannot conpensate by being better on another attribute (lexiographic rule, conjunctive rule) |
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| advertising using compensatory choice... |
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| assume compentacy model..emphazixce on certain aspects..CONPENSATE for lack of something |
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| many times the decision process proceeds in 2 stategs... |
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| first consideration set...non conpensatory methods.... reduced consideration set.... copensatory method...CHOICE |
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| does context affect how decision are made? |
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| 1 attraction effect! 2 compromise effect! |
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| occures b/c the inferior vbrand increases the attractiveness of the doninant brand |
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| ocures b/c of EXTREMENESS AVERSION..consumers tend to choose the brand with moderate attributes |
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| how do you make decison with MAO is low? |
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Definition
| use heuristics (fancy word for shortcuts) |
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Definition
| make things eaiser, consumers are lazyyyy |
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| low effort decision making processess |
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| use simplified strategy (brand loyalty and multibrand loyalty) |
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| buying the same brand repeatly b/c of a strong preference |
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| buying 2 or more brands repeatedly |
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| little or no info seeking; little or no evaluation of alternatives |
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| habit is diff than brand loyalty-does not require a strong preference |
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| simple repetitive behavior/purchase |
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| buy cheapest, buy brand on sale, use a coupon |
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| 80% of food retail prices end in...? |
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| .99 OR .95 (encoded as sale...as less (small actual diff,large perceived difference) |
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| normative influences as a .... |
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| when others influence choices... |
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| direct (manipulate us); vicarious observation (water what other do to guide behavior); indirect (when we are concerned abotu opinions of others) |
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| affect (emotion) related tactics |
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| how you feel about heuristic...do what evokes postive feelings |
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| as a low effort consumer choice tactic...try soemthing different |
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| satiation (get tired of the same thing); stimulation(individual diff); preference uncertainty |
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| reasons for to much variety... |
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| rick aversion (not having an option is worse than running out); time compression (imagine eating everyathing @ once); social influences (always order 1st @restuarent) public vs private consumption(normative value of variety) |
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Definition
| offer braod product line: variety packs of cereal, lots of flavors, lots of verisons |
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| single flavor options fail |
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| significant differences btw... |
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| consumer decison mkaing when effor tis high vs low effort |
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| how do we make decisions when MAO is low"? |
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Definition
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| shortcuts or rules of thumbs |
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| easier, bounded rationality, consumers are lazy |
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| whats wrong about hueristics? |
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Definition
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| use of a hueristic leads to a poor decision and problems happen if we OVERAPPLY a heuristic |
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Definition
| basing judgements on events that are easier to recal... if something is available to memory, its judged to be more likely |
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| use of a heurisitc becomes... |
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Definition
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| if it seems like what it owuld be like if it were true, then it is true... |
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| ppl prefer items that are most like prototypes whether they are best or not |
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| explanation of representative heuristics |
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| exceptional high (low) performance is followed by performance that is lower (higher) to the average |
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| not everyone regresses to the mean.... MICHEAL JORDAn exception to sports illustrated ex |
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| Fundamental attribution error (FAE) [subset of the representative heurisitcs] |
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Definition
| you overattritbe others to their personalility and underattribute to the situation |
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Definition
| you do the opposite of your own attributions of negative behavior |
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| by examining this picutre can be correctly conclude that all states are more patiotic...no b/c states have diff populations |
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| common marketing implications of heuristics |
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Definition
| availability, base rate fallacu, representativesness heuristic |
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| provide consumer w pos and vivid product experiences; stimulate pos WOM (sneak previews) |
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Definition
| provide consumers w baserate info |
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| representativeness heuristic |
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| position brands close to prototype; being the pioneer pays; show pos outcomes of using your product |
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Definition
| costs that have already been incurred and cannot be recovered; one should not let sunk costs influence ones dedcision b/c doing so would not assessing a decision exclusivly on its own |
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| how do markets use the sunk cost effect? |
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Definition
| get ppl to make a # of small & easy commitments....when they try to pull out, remind them of the total commmitment they have already made |
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| how can consumers avoid falling prey to it? |
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Definition
| when thinking of pulling out of soemthing focus on future costs and benfits rather than past investments |
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| tendency to assume that if something is good on one attribute then it is good on all others |
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| one neg feasture influences everything else being neg |
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| tendency to see what you expect to see...ppl will intepret info in a way that supports their prior expectations |
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| thinking bad things happen to toher ppl but not to us |
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| reason y ppl smple/drive drunk/spped/ etc |
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| have to convince ppl they are indeed at risk |
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| you feel ppl in the outgroup are more like each other then they themselves feel they are (plp in outgroup are alike) |
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| yuou think ppl are more like you than they actually are |
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| ppl see themselves as better drivers, better workds, better organized, more logical than others |
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| number of arguments heuristic |
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| length=strength aka frequency heuristic |
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| are also marketing based heuristics |
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| reluctance to choose an unknown brand |
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| brand w mroe space on the shelf must be more popular |
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| ppl assume that higher proces goods are higher quality (not always true) |
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| tendency to buy the same products that your parents bought aka intergenerational effect |
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| attribute difference appear larger on scales w higher # of units....soncumser focus on the # rather thant he type of units in which into is presented |
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