IBM 4112

Two primary consumer decision-making systems

Fast and slow or system 1 and system 2 processing. System 1 includes fast, unconscious, automatic, everyday decisions & is error-prone. System 2 includes slow, conscious, effortful, complex decisions, & reliable

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Match Practice Test Progress & Stats

Term	Definition
Two primary consumer decision-making systems	Fast and slow or system 1 and system 2 processing. System 1 includes fast, unconscious, automatic, everyday decisions & is error-prone. System 2 includes slow, conscious, effortful, complex decisions, & reliable
Steps in the rational decision-making process	Problem recognition, information search, evaluation of alternatives, and product choice
Problem Recognition	Occurs when consumer sees difference between current state and ideal state
Need Recognition	Actual state declines
Opportunity Recognition	Ideal state moves upward
Information Search	The process by which we survey the environment for appropriate data to make a reasonable decision
Compensatory Rule	Simple additive rule leads to the option with the largest number of positive attributes
Lexicographic rule	consumers select the brand that is the best on the most important attribute
Elimination-by-aspects rule	must have a specific feature to be chosen
Conjunctive rule	entails processing by brand
Habitual decision making, or fast decision making	describes the choices we make with little or no conscious effort
Inertia	means that it involves less effort to throw a familiar package into the cart
Brand loyalty	describes a pattern of repeat purchasing behavior that involves a conscious decision to continue buying the same brand
Homo economicus (“economic man”)	regards us as ideal decision makers with complete rationality and access to the information
Homo ludens—“man the player”	recognizes the emotional and more light-hearted aspects of consumption that result in joy, fantasy, and creativity
Heuristics: “mental rules of thumb”	range from the general (“higher-priced products are higher-quality products”) to the specific (“buy Domino, the brand of sugar my mother always bought”)
Context effects	subtly influence how we think about products we encounter
Framing	how we pose the question to people or what we ask them to do
Factors Affecting the Pre-Purchase, Purchase and Post purchase Experience	Pre-purchase, purchase, & post-purchase
Pre-Purchase	Utilitarian vs. hedonic shopping orientation
Purchase	Store atmospherics, point of purchase stimuli , & salespeople
Post-purchase	Expectancy disconfirmation & dissonance
Hedonic shopping	gratification seeking, social shopping, & idea shopping
Self-concept	the beliefs a person holds about their own attributes and how they evaluate the self on these qualities
Identity	Each element that contributes to our self-concept
Self-esteem	the positivity of a person’s self-concept
Ideal self	our conception of how we would like to be
Actual self	our more realistic appraisal of the qualities we have
Avoidance selves	the type of person we don’t want to be
Impression management	means that we work to “manage” what others think of us
Social comparison	the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images
Self-construal	the degree to which we think of our self as independent from others versus feeling interdependent with them. Independent and interdependent self
Dramaturgical perspective	on consumer behavior views people as actors who play different roles
Symbolic interactionism	Relationships play a large part to form the self
Self-image congruence models	we choose products when attributes matches the self
Self-signaling	a message to ourselves that our choices sync with how we want to think about ourselves
Gender socialization	Many commercial sources, such as girls’ dolls, boys’ toy guns, and cartoons provide lessons for both girls and boys
Brand Personality	Set of traits people attribute to a product as if it were a person
Self-congruity	occurs when a consumer sees their self- concept reflected in a brand
FLC is a life course model	hat accounts for life event experiences that create physical, social, and emotional demands and circumstances to which people must adapt
Ethnic identification	extent to which we are emotionally attached to our own ethnic group and to which we find our membership in that group to be a significant part of our identity
Reference group	An actual or imaginary group that significantly influences an individual’s evaluations, aspirations, or behavior
Norms depend upon comparison groups	Associative norms & Dissociative norms
Conformity	A change in beliefs or actions as a reaction to real or imagined group pressure
Surrogate consumer	a marketing intermediary hired to provide input into purchase decisions
Collective Decision-Making Process	Two or more people who may not have the same level of investment in the outcome, the same tastes and preferences, or the same priorities
Consumer Collectives	networks of social relations centered on a brand
Brand secret microcollectives	very small, secretive, and ephemeral
Social Class	a group of people with similar levels of prestige and esteem who share beliefs, attitudes, and values expressed in their thinking and behavior
Social responsibility	Consumption is at the core of economic inequalities
Purpose-driven consumers	choose products and brands that fit with their values
Sacred consumption:	objects and events that are set apart from normal activities that are treated with respect or awe