MARK 13-15

Nominal decision making

, a.k.a., habitual decision making, in effect involves no decision per se; occur when there is very low involvement with the purchase.

Experiential sources

, such as inspection or product trial

Independent sources

, such as magazines, consumer groups, and government agencies

Search engine optimization (SEO)

- techniques to ensure that a company's web pages are accessible to search engines and improving the chances they are found.

do not purchase

A completely nominal decision does not even include consideration of the "___________________" alternative.

servicescape

Atmosphere is referred to as _______________ when describing a service business such as a hospital, bank or restaurant.

bots

Comparison shopping sites use _____, to help consumers in their search and decision making.

Colors Aromas Music Crowding

Components of physical surroundings:

evaluative criteria appropriate alternatives alternative characteristics

Consumer decisions require information about:

social expectations ritualized situations for return favors

Consumers give gifts for many reasons:

product user updates

Consumers need ongoing incentives to return such as: ____________-related news features _____-related discussion forums _________ on new products

behave

Consumers often _________ very differently depending on situation.

surveys focus group research personal interviews anticipate

Emotion Research Common approaches are ___________, ______________, and _____________ that examine the emotions associate with certain problems. Critical in helping marketers _______________ consumer reaction to problems and train customer service personnel to respond appropriately.

Product Analysis

Examines the purchase or use of a particular product or brand. Consumers may be asked about problems associated with using a product or brand.

preference strategy

Extended decision making with the brand in the evoked set requires which marketing strategy?

doubts

Extended decision making:: During postpurchase evaluation, ______ are likely and a thorough evaluation takes place.

gain maintain

Firms attempt to cause selective problem recognition to ______or _________ market share

Activity Analysis

Focuses on a particular activity to determine what problems consumers encounter during the performance of the activity.

Communications Purchase Usage Disposition

Four types of situations:

injurious consumption

However, ritual behavior can involve __________________, such as binge drinking.

Observational functional

Human Factors Research ______________________ techniques such as slow-motion and time-lapse photography, video recording, and event recorders are particularly useful methods. This type of research can sometimes identify ___________ problems that consumers are unaware of.

external information.

If a resolution is not reached through internal search, then the search process is focused on relevant _____________________________

capture strategy

If the brand is one where information search occurs at point-of-purchase or readily available media

intercept strategy

If the target market engages in limited decision making and the brand is not part of the evoked set,

acceptance strategy

If the target market is not seeking information about the brand and the product requires extended decision making, then the marketer will need to first get the attention of the target market and then become the preferred brand.

problem solution

Inactive Problem Marketing strategy: Marketer must convince consumers that they have the___________ AND that their brand is a superior __________.

expansion

Increasing generic problem recognition generally results in an _____________of the total market

known types compare

Internal Search Search of long-term memory to determine if a satisfactory solution is ___________ what are ________ of potential solutions, and ways to ___________ the possible solutions.

Selective Problem Recognition

Involves a discrepancy only one brand can solve

Generic Problem Recognition

Involves a discrepancy that a variety of brands within a product category can reduce

search

Limited purchase time often limits ________.

Emotion Research

Marketers are increasingly conducting research on the role of emotions in problem recognition and resolution.

not timely

Monitoring and tracking is ____ enough Problems need to be solved in a _________ and appropriate manner

expected offline valuable reduce

Online information is ___________ Online information boosts __________ sales. Online sources are viewed as __________ Online sources _________ salesperson's role.

marketing mix advertising

Responding to Consumer Problems Once a consumer problem is identified, the manager may structure the ________________ to solve the problem. This can involve: Developing a new product or altering an existing one Modifying channels of distribution Changing pricing policy, or Revising ____________ strategy

influence

Situations can be described on a number of dimensions which determine their _________ on consumer behavior.

Problem Analysis

Starts with a problem and asks which activities, products, or brand are associated with (or perhaps could eliminate) those problems.

triggers current quality control wisdom

Suppressing Problem Recognition Occasionally information is introduced in the market place that ___________ problem recognition that some marketers prefer to avoid. Obviously marketers do not want their ___________ customers to recognize problems with their brands. Effective _______________________ and distribution (limited out-of-stock situations) are important in this effort. Packages and package inserts that assure the consumer of the __________ of their purchase are also common.

Momentary Conditions

Temporary states of being (tired, ill, having extra money, being broke, etc.)

Physical surroundings Social surroundings Temporal perspectives Task definition Antecedent states

The five key dimensions or characteristics are

magnitude relative importance

The level of ones desire to resolve a particular problem depends on 2 factors: the ___________ of the discrepancy between the desired and actual states the ___________________ of the problem

Communications situation

The situation in which consumers receive information.

online selling

Three major strategic issues marketers face regarding the Internet's role in information search and decision making: How can they drive their information to consumers? How can they drive consumers to their information? How (if at all) can __________________ be utilized or integrated with existing channels (Chapter 17)?

Moods

Transient feeling states that are generally not tied to a specific event of object.

Nominal Limited Extended

Types of Decision Making

Moods Momentary Conditions

Types of antecedent states:

Permission-based e-mail

When a recipient chooses to receive e-mail from an advertiser.

disrupt strategy

Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?

Economic

___________ considerations are a major motivator of online search.

Identify

___________ the different situations that might involve the consumption of a product.

Determine scale

___________ which products or brands are most likely to be purchased or consumed across those situations. One method of dealing with this question is to jointly ________ situations and products.

Website design relevant frequently

_______________ is also critical. Ongoing and repeat traffic requires _________ and ____________ updated content.

superior

active problem Marketing strategy: Only require marketer to convince consumers that its brand is the __________ solution.

independent groups personal contacts marketer information experiential

actively acquired external information:

past searches personal experience

actively acquired internal information:

inept set

actively disliked or avoided by the consumer

awareness set

alternatives the consumer is aware of

Human factors research

attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound.

inert set

back up alternatives

maintenance strategy

brand is purchased habitually by the target market

Temporal perspectives

deal with the effect of time on consumer behavior.

nature of discrepancy

difference between the consumers desired and perceived conditions

Physical surroundings

environment

Antecedent states

features of the individual person that are not lasting characteristics

Usage situation

how people see the product

Situational influence

includes all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.

Atmospherics

influences consumer judgments of the quality of the store and the store's image.

Memory

internal; of past searches, personal experiences, and low-involvement learning

Extended decision making

involves extensive internal and external search followed by a complex evaluation of multiple alternatives. It is a response to the high level of purchase involvement.

Limited decision making

involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation. Involves recognizing a problem for which there are several possible solutions.

Behavioral targeting

involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

ritual situation

is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning. Critical to marketers because they often involve prescribed consumption behaviors.

Ongoing search

is done to acquire information and because the process is pleasurable

Internet shopping

is growing rapidly as a result of the time pressures felt by consumers.

Inactive Problem

is one of which the consumer is not aware.

active problem

is one the consumer is aware of or will become aware of in normal course of events.

Task definition

is the reason the consumption activity is occurring.

problem recognition

is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process

Store Atmosphere

is the sum of all the physical features of a retail environment.

actual state

is the way an individual perceives his or her feelings and situation to be at the present time q

hedonic

maximize pleasure. Quanity of pleasure is what matters. Pleasure is highest good.

Information overload

occurs when individuals receive too much information and are unable to interpret it in a meaningful way

low involvement learning

passively acquired internal information

utilitarian

stressing usefulness or utility above all other qualities; pragmatic

Personal sources

such as friends, family, and others.

Marketing sources

such as sales personnel, websites, and advertising

perceived risk

the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences

Purchase involvement

the level of concern for, or interest in, the purchase process, triggered by need to consider a particular purchase, and so it is a temporary state influenced by the interaction of individual, product, and situational characteristics.

Social surroundings

the other individuals present in the particular situation

desired state

the way an individual wants to feel or be at the present time

desired consumer lifestyle

the way the consumer would like to live and feel

evoked set

those brands or products one will evaluate for the solution of a particular consumer problem