Term

Two primary consumer decision-making systems

Definition

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

Term

Steps in the rational decision-making process

Definition

Problem recognition, information search, evaluation of alternatives, and product choice

Term

Problem Recognition

Definition

Occurs when consumer sees difference between current state and ideal state