Consumer Behavior Exam 3

Steps in the decision making process

Need recognition → Search for information → Evaluation of alternatives → Choice → Postchoice evaluation

Internal search

The retrieval of knowledge stored in memory about products, services, and experiences

External search

the gathering of information from sources external to the consumer such as friends, family, salespeople, advertising, independent research reports, and the internet 

Need recognition

occurs when there’s a difference between the actual and desired state.

Rational decision-making perspective

Consumers carefully consider information and make logical choices to maximize value

Experiential decision making perspective

Decisions are based on emotions, feelings, and experience (e.g., buying ice cream for comfort)

Behavioral influence perspective

Decisions are shaped by environmental cues (e.g., store layout, music, advertising).

Attribute-based evaluation

the evaluative process wherein alternatives are evaluated across a set of attributes that are considered relevant to the purchase situation 

Affect-based evaluation

the evaluative process wherein consumers evaluate products based on the overall feeling that is evoked by the alternative 

Determinant criteria

the criteria that are most carefully considered and directly related to the actual choice that is made 

Types of risk

Financial, social, performance, physical, time

Universal set

the total collection of all possible solutions to a consumer problem 

Awareness set

the set of alternatives of which a consumer is aware 

Evoked set

the small group of brands a consumer remembers and considers when making a purchase decision

Inert set

the alternatives in the awareness set about which consumers are indifferent or do not hold strong feelings 

Inept set

the alternatives in the awareness set that are deemed to be unacceptable for further consideration

Shopping types

experiential (for enjoyment)

acquisitional (shopping with specific purpose)

epistemic (learning about new products)

impulsive (spontaneous, emotion-driven)

unplanned (reminded/prompted by environment (toothbrush at checkout)

Utilitarian value

task-oriented, practical (e.g., grocery shopping)

Hedonic value

• pleasure and enjoyment (e.g., mall browsing)

Situational influences

• Factors like time pressure, physical surroundings, social setting, and mood  affect behavior.

Example: A crowded store or limited time might lead to quicker, less rational decisions

Atmospherics

• The design of a retail environment to affect mood and behavior.

  • Examples: lighting, music, scent, store layout.

Blue tones = calmness; soft lighting = luxury

Advertiming

• Scheduling ads when consumers are most receptive (e.g., sleep ads late at night).

Impulse shopping

• Emotional and spontaneous behavior with low regard for consequences.

Internet and consumer search behavior

• Online tools make information more accessible and influence external search.

• Enables price comparisons, consumer reviews, and brand switching.

• Reduces time and effort needed to find alternatives but increases exposure to more choices.