Consumer Behavior Chapter 16-18

What might a consumer do during a stock out: 1) buy the same brand at another store 2) 3) delay the purchase and buy the desired brand later at the same store 4) forgo the purchase

switch brands

A consumer might infer that since a product has a relatively high price it must also

be high quality

Consumers are not aware of product brand names in _______

blind tests

In-store and online influences on ____ ____

brand choices

Crowding can generate negative emotions and reduce ______

browsing

What might a consumer do during a stock out: 1) 2) switch brands 3) delay the purchase and buy the desired brand later at the same store 4) forgo the purchase

buy the same brand at another store

This is the turnover in a firm's customer base

churn

The five decision rules of attribute-based-choices:*The first 4 are Non-compensatory* 1) Conjunctive 2) Disjunctive 3) Elmination-by-aspects 4) Lexicographic 5)

compensatory

____% of consumers don't like shopping at stores because of the crowds

58

utilitarian

A course of action that optimizes "happiness"

A choice based on the "how do I feel about it" heuristic is referred to as ________ _______. "I LIKE IT!" Affectively talking about your feeeelings.

Affective Choice

This relates to the emotional response that owning or using the product or outlet provides (determinant of satisfaction and dissatisfaction)

Affective performance

_____ requires knowledge of specific attributes and involves attribute-by-attribute comparisons across brands.

Attribute-Based Choice

Causes of _____ ______: - The degree of commitment to the decision - The importance of the decision to the consumer - The difficulty choosing among alt. - The persons tendency to anxiety

Buyers remorse

Doubts or anxiety regarding the wisdom of the purchase

Buyers remorse (post purchase dissonance)

______ decision rule Allows us to average out the good features with the bad features to determine overall brand performance.

Compensatory

________ can dramatically influence choice as when a new brand in the set makes an existing brand a compromise option, thus increasing its chances of being chosen.

Competitive context

The five decision rules of attribute-based-choices: 1) 2) Disjunctive 3) elimination-by-aspects 4)lexicographic 5) compensatory

Conjunctive

______ decision rule eliminates those not at the minimum set standard

Conjunctive

The _________ decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable.

Disjunctive

The five decision rules of attribute-based-choices: *The first 4 are Non-compensatory* 1) Conjunctive 2) 3) elimination-by-aspects 4)lexicographic 5) compensatory

Disjunctive

______ decision rule Sets high standards and any brand that meets those standards are considered acceptable

Disjunctive

________ are the various dimensions, features, or benefits consumers look for in response to a specific problem.

Evaluative Criteria

The motives that underlie behaviors designed to achieve a second goal are termed

Instrumental Motives

This relates to the physical functioning of the product(determinant of satisfaction and dissatisfaction)

Instrumental performance

The ________ decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute.

Lexicographic

The five decision rules of attribute-based-choices:*The first 4 are Non-compensatory* 1) Conjunctive 2) Disjunctive 3) Elmination-by-aspects 4) 5) compensatory

Lexicographic

_________ decision rule Selects the brand that performs best on the most important attribute based off criteria in order of importance.

Lexicographic

Doubt about the wisdom of a purchase shortly after the purchase is referred to as

Postpurchase Dissonance

Strategies used in ______: - Increase desirability of brand bought - Decrease desirability of rejected brands - Decrease importance of the purchase decision - Return

Rationalization

After the purchase has been made, the consumer may utilize a strategy to reduce the dissonance known as

Rationalization (post purchase dissonance)

_______ relates to an individual's ability to distinguish between similar stimuli.

Sensory discrimination

The store being temporarily out of a particular brand.

Stock outs

This relates to aesthetic or image-enhancement performance (determinant of satisfaction and dissatisfaction)

Symbolic performance

Hedonic

Tendency for our moods to adapt in certain situation

_____ ___ _____ is the most common direct method of determine the relative importance of evaluation criteria

constant sum scale

What might a consumer do during a stock out: 1) buy the same brand at another store 2) switch brands 3) _____ the purchase and buy the desired brand later at ___ ____ _____ 4) forgo the purchase

delay, the same store

The five decision rules of attribute-based-choices:*The first 4 are Non-compensatory* 1) Conjunctive 2) Disjunctive 3) 4)lexicographic 5) compensatory

elimination-by-aspects

_____-___-_____ rule sets rankings and eliminates by each cut off point

elimination-by-aspects

What might a consumer do during a stock out: 1) buy the same brand at another store 2) switch brands 3) delay the purchase and buy the desired brand later at the same store 4)

forgo the purchase

______ analysis is the most common indirect method of determining the relative importance of evaluation criteria

Conjoint

Advertising can affect the importance of evaluative criteria by

increasing attention and elaboration of the evaluative criteria

servicescape is the term used to describe a ______ business, such as a hospital, bank or restaurant.

service