4238505
Beschreibung
Karteikarten von Tim Lutjens, aktualisiert more than 1 year ago
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Erstellt von Tim Lutjens
vor fast 9 Jahre
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| Frage | Antworten |
| Decision making process | problem recognition => information search => evaluation of alternatives => product choice => outcomes |
| Problem recognition | Need recognition: actual state moves down from ideal state Opportunity recognition: ideal state moves up from actual state |
| learning | deliberate learning: existing knowledge based on previous research incidental learning: knowledge based on exposure to information |
| Perceived risk | the belief that a product has negative consequences: monetary, functional, physical, social, psychological |
| product categorization | Superordinate level (dessert) Basic level (fattening/non fattening) subordinate level (ice cream/pie/fruit/yoghurt) |
| Heuristic | mental rules-of-thumb that lead to a speedy decision |
| Conjunctive model | An option will be considered only of it satisfies the consumers minimum expectations for each criteria |
| Disjunctive model | product accepted if it satisfies at least one criteria |
| lexicographic model | consumers order attributes by importance and compare the product one at a time, starting with the most important attribute (pyramid model) |
| elimination-by-aspect | consumers order attributes by importance and compare once at a time. Any product failing below set level is eliminated |
| household and family decision-making | Consensual purchase decision: members agree on the desired purchase Accommodative purchase decision: members have different preferences or priorities and cannot agree. |
| gender roles in decision making | autonomic decision: one family member chooses product Syncretic decision: involve both partners |
| children as decision makers | primary market: kids spent own money influence market: parents buy what kids want future markets: kids grow up |
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