Consumer Behavior - Chapter 12

Consumer Decision Making Process

1. need recognition 2. information search 3. evaluation of alternatives 4. purchase 5. post purchase behavior

Inert set

Alternatives in the awareness set about which consumers are indifferent or do not hold strong feelings

Inept set

Alternatives in the awareness set that are deemed to be unacceptable for further consideration

consideration set

Alternatives that are considered acceptable for further consideration in decision making

behavioral influence decision-making perspective

Assumed many consumer decisions are actually learned responses to environmental influences

Rational Decision-making

Assumes consumer diligently gather information about purchases, carefully compare brands or products, and make informed decisions on what to buy

Experimental Decision-making

Assumes consumer often make purchases and reaches decisions based on the affect, or feeling, attached to the products of behavior under consideration

Actual set

Consumers perceived current state

Which of the following is true about behavioral influence decision-making perspective?

Consumers' behaviors are influenced by environmental forces.

When Carl arrived in England, he compared four different options for accommodations, keeping in mind the budget as well as the neighborhood culture that would suit him. Which of the following activities in the decision-making process best represents Carl's comparison?

Evaluation of alternatives

In which of the following types of decision-making approaches do consumers tend to search diligently for information that will help them reach a satisfactory decision?

Extended decision making

External search

Gathering of information from sources external to the consumer, such as friends, family, salespeople, advertising, independent search, and the internet

Which of the following types of decision-making approaches occurs when there are relatively low amounts of purchase risk and product involvement?

Limited decision making

When Carl, a Cuban, migrated to England, he realized he had no suitable clothes for the winter. Carl felt that he required some warm clothes to brace himself up for the English winter. Which of the following activities in the decision-making process represents this perceived requirement?

Need recognition

Desired set

Perceived state for which a consumer strives for

Satisficing

Practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions

Internal search

Retrieval of knowledge stored in memory about products, services, and experiences

awareness set

Set of alternatives of which a consumer is aware of

The total collection of all possible solutions to a recognized need is referred to as the _____ set of alternatives.

Universal

Which of the following statements is true about the amount of search performed by consumers during decision making?

When searching costs are greater than the benefits of the search process, consumers no longer value the activity and search stops.

A consumer's perceived current state is also known as his or her _____ state.

actual

Bill wants to be elected as the mayor of his town. This perceived state for which he aspires is called his _____ state.

desired

Alternatives in a consumer's awareness set that are deemed to be unacceptable for further consideration are referred to as the _____ set.

inept

Search regret

negative emotions that come from failed search processes

Universal set

total collection of all possible solutions to a consumer problem