Chapter 9: Judgment and Decision-Making Based on Low Consumer Effort

Quiz-style Q&A flashcards covering definitions and concepts from Chapter 9 on low-effort judgment and decision-making by consumers.

What is the Representativeness heuristic?

Judging similarity of a stimulus to a category prototype or exemplar.

What is the Availability heuristic?

Basing judgments on events that are easier to recall or remember.

What does base-rate information refer to?

How often an event occurs on average in the population.

What is the Law of Small Numbers?

Expecting information from a small sample to characterize the larger population.

What characterizes Unconscious Low-Effort Decision-Making?

Decisions made without conscious awareness, often influenced by visual cues and environmental stimuli, leading to automatic goal-related behavior.

What does MAO stand for in low-effort decision making?

Motivation, Ability, and Opportunity.

What are the two sequences described in the Hierarchy of Effects for low-effort situations?

Thinking → Behaving → Feeling; and Feeling → Behaving → Thinking.

What is Affective Processing in the context of low-effort decisions?

Processing that centers on emotions rather than conscious cognition.

What is Satisficing?

Choosing an option that is good enough rather than optimal.

What are Choice Tactics?

Shortcuts or strategies used to make decisions in low-effort situations.

What are Performance-Related Tactics based on?

Based on benefits, features, or evaluations of a brand; used when the outcome yields positive reinforcement.

What characterizes Habit in cognitive decision making?

Doing the same thing repeatedly with little information seeking or evaluation of alternatives.

What is Brand Loyalty?

Buying the same brand repeatedly due to a strong preference; possible cognitive lock-in; affects retailer choice; can include multi-brand loyalty.

What is the Zone of Acceptance in Price-Related Tactics?

The acceptable price range for a purchase decision; price perceptions influence buying; includes deals like coupons and rebates.

What are Normative Choice Tactics?

Influences from other individuals (direct, indirect, or vicarious observation); common among inexperienced consumers.

What are Affect-Related Tactics?

Tactics based on feelings; affect referral—remembering how a product makes you feel.

What is Affect Referral?

Remembering the feelings associated with a product to guide decisions.

What is Brand Familiarity’s role in low-effort decisions?

Affects choice by favoring familiar brands.

Why do Consumers exhibit Variety-Seeking in low-effort decisions?

To relieve satiation or boredom; activity may be driven by arousal below the Optimal Stimulation Level (OSL); not universal across all product categories.

What characterizes Impulse Purchases?

An intense urge to buy with disregard for negative consequences, accompanied by feelings of euphoria and a conflict between control and indulgence.