MKTG 2500 - CHAPTER 9 EXAM QUESTIONS AND ANSWERS VERIFIED
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Course
MKTG 2500
Institution
MKTG 2500
MKTG 2500 - CHAPTER 9 EXAM QUESTIONS AND ANSWERS VERIFIED
Rational perspective - consumers
-Integrate as much information as possible with what they already know about a product
-Weigh pluses and minuses of each alternative
-Arrive at a satisfactory decision
Purchase Momentum
Occurs when co...
-Integrate as much information as possible with what they already know about a product
-Weigh pluses and minuses of each alternative
-Arrive at a satisfactory decision
Purchase Momentum
Occurs when consumers buy beyond needs
Type of Consumer Decision Making
Limited problem solving
Habitual decision making
Extended problem solving
Behavioural influence perspective
Experiential perspective
Limited problem solving
Buyers not as motivated to search for information or toevaluate rigorously; Buyers use
simple decision rules to choose
Habitual decision making
Choices made with little to no conscious effort (Automaticity)
Extended problem solving
, Initiated by a motive that is central to self-concept;
Consumer feels that eventual decision carries a fair degree of risk
Behavioural influence perspective
When a person decides to buy something on impulse that is promoted as a "surprise
special" in a store
Experiential perspective
Consumers buy based on totality of product's appeal
Steps in Extended Problem Solving
1 - Problem Recognition
2 - Information Search
3 - Evaluation of Alternatives
4 - Product Choice: Selecting Among Alternatives
5 - Post-purchase Evaluation
Problem Recognition
When we experience a significant difference between our current state of affairs and
some state we desire.
Problems arise two ways
actual state-need recognition; ideal state- opportunity recognition
Information search
Process by which consumer surveys the environment for appropriate data to make
reasonable decision
Internal search
Scanning memory to assemble product alternative information
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