cb 3

• decision - choice "between two or more alternative actions"
• Consumer Decision Making - make choices about which products or services to purchase, use, or dispose of
• Consumer Decision Making as Problem Solving - consumers approach their choices as solutions to perceived problems or needs
• Problem Recognition - difference between ideal and actual state of affairs
• Search for Alternative Solutions - seek relevant information about potential solutions to the problem
• Evaluation of Alternatives - evaluate or judge competing alternatives
• Purchase - buy the chose alternative
• Post Purchase use and Reevaluation of Chosen Alternative - use the chosen alternative and reevaluate it again
• Problem Representation - serves as decision frame
• Components of Problem Representation - end goals, goal hierarchy, and relevant knowledge
• End Goals - basic consequences
• Goal Hierarchy - decomposing a complex problem
• Relevant Knowledge - memory about the choice domain
• Two types of Knowledge - choice alternatives and choice criteria
• Integration Processes - involve in problem solving perform two essential tasks: the choice alternatives must be evaluated in terms of the choice criteria, and then one of the alternatives must be selected.
• Two types of Integration Procedure: formal integration strategy and simpler procedures (heuristics)
• Compensatory Integration Processes - combine all the salient beliefs
• Non-compensatory Integration Processes - salient beliefs about the positive and negative consequences.
• Multiattribute Model - perceived weakness or negative evaluation
• Compensatory Integration Processes - multiattribute model
• Non-compensatory Integration Processes - conjunctive, disjunctive, lexicographic, elimination by aspects, and combination processes
• Conjunctive - minimum acceptable level
• Disjunctive - acceptable standards
• Lexicographic - ranks choice criteria from most to least important
• Elimination by aspects - establishes minimum cutoffs
• Combination Processes - mix compensatory and non-compensatory processes
• Decision Plans - process of identifying, evaluating, and choosing among alternatives
• Types of Heuristics:

  • Search Heuristics
  • Evaluation Heuristics
  • Choice Heuristics
• Extensive Decision Making - analyzing all the available options
• Limited Decision Making - does not include much thought or consideration
• Routinized Choice Behavior - occurs after sufficient number of "trials"
• Three key aspects of activated knowledge and directly affect problem solving:

  • Consumers' Goals
  • Knowledge about Choice Alternatives and Criteria
  • Level of Involvement
• Consumers' Goals - play a crucial role in direct problem-solving efforts
• Knowledge about Choice Alternatives and Criteria - understanding of available options
• Level of Involvement - degree of personal relevance or involvement
• Effects of End Goals - significantly impact the problem-solving process
• Dominant End Goals:

  • Optimize satisfaction
  • Prevention
  • Resolve Conflict
  • Escape
  • Maintenance (Satisfaction)
• Effects of Goal Hierarchies - significantly impact consumers' problem-solving processes
• Effects of Involvement and Knowledge - problem-solving processes are significantly influenced by their product knowledge and involvement
• Environmental Effects - disrupting the ongoing flow of the problem solving process