CH11 - Chapter11 ChapterOverview (Cognitive DecisionMaking...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 11 Judgment and Decision Making  Based on Low Consumer Effort
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
  2 Chapter Overview Low-Effort Judgment Processes Low-Effort Decision-Making Processes Learning Choice Tactics Low-Effort Thought-Based (Cognitive)  Decision Making Low-Effort Feeling-Based (Affective)  Decision Making
Background image of page 2
  3 Limited Decision Making Low levels of involvement Low to moderate cost goods Evaluation of a few alternative brands Short to moderate time to decide Buy first, evaluate later
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
  4 Low-Effort  Judgment Processes Shortcuts in Making Judgments The Representativeness Heuristic Making a judgment by comparing stimulus to  category prototype Example: new toothpaste?  Compare to category  prototype, Crest
Background image of page 4
  5 Low-Effort  Judgment Processes Shortcuts in Making Judgments The Availability Heuristic Basing judgment on events easier to recall Biased due to:  Base-Rate Information Tend to ignore how often the event really occurs Law of Small Numbers Consumers expect info from a small sample to be  typical of the larger population Word of mouth- very influential
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
  6 Low-Effort  Decision-Making Processes How Does Low-Effort Decision Making Differ  from High-Effort Decision Making? Hierarchy of Effects Sequential steps used in decision making
Background image of page 6
  7 Hierarchy of Effects
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
  8 Low-Effort  Decision-Making Processes How Does Low-Effort Decision Making Differ  from High-Effort Decision Making? Passive or Incidental Learning
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 22

CH11 - Chapter11 ChapterOverview (Cognitive DecisionMaking...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online