Term
| Representativeness Heuristic |
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Definition
| making a judgment by simply comparing a something with it's category prototype |
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Term
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Definition
| basing judgments on events that are easier to recall |
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Term
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Definition
| how often an even really occurs on average |
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Term
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Definition
| the expectation that information obtained from a small number of people represents the larger population |
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Term
| 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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Term
| Low-effort Hierarchy of Effects |
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Definition
| sequence of thinking-behaving-feeling |
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Term
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Definition
| finding a brand that satisfies a need even though the brand may not be the best brand |
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Term
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Definition
| simple rules of thumb used to make low-effort decisions |
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Term
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Definition
| the view that behavior is a function of reinforcements and punishments received in the past |
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Term
| Performance-related Tactics |
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Definition
| tactics based on benefits, features, or evaluations of the brand |
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Term
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Definition
| once we find convenient ways of doing things, we repeat them without thinking |
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Term
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Definition
| strong preference for the same brand |
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Term
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Definition
| buying the cheapest/on sale brand |
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Term
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Definition
| acceptable range of prices |
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Term
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Definition
| consumers influenced by price |
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Term
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Definition
| based on others' opinions |
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Term
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Definition
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Term
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Definition
| observe others to guide our behavior |
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Term
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Definition
| concerned about others' opinions |
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Term
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Definition
| decisions based on low-level feelings |
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Term
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Definition
| tactics based on feelings |
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Term
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Definition
| simply remember our feelings for the product or service |
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Term
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Definition
| easy recognition of a well-known brand |
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Term
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Definition
| an arrangement by which the two brands from a partnership to benefit from the power of both |
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Term
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Definition
| when all the visual parts of a design fit together |
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Term
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Definition
| when an object is representative of its category |
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Term
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Definition
| trying something different |
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Term
| Optimal Stimulation Level (OSL) |
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Definition
| the level of arousal that is most comfortable for an individual |
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Term
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Definition
| those who actively look for variety |
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Term
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Definition
| seeking information simply for stimulation |
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Term
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Definition
| unexpected purchase based on strong feeling |
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