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Chapter 7 - Chapter 7 Consumer Decision Making I Consumer...

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Chapter 7: Consumer Decision Making I. Consumer Decision Making: Key process is the integration process by which knowledge is combined to evaluate two or more alternatvive behaiors and select one a. Outcome of integration process is a choice , cognitively represented as Behavioral Intention (BI)which is a plan to engage in one or more behavior II. Decision : Choice between two or more alternatives or behaviors a. Five Stages of Problem Solving a.i. Problem Recognition a.ii. Searching for alternative solution a.iii. Evaluation of Alternatives a.iv. Purchase a.v. Postpurchase use and reevaluation of chosen alternative III. Elements of Problem Solving a. Problem Representation: When faced with problem conssumers mus interpret/represent various aspects of the decision problem a.i. May include: a.i.1. End Goal: Basic consequences, needs, or values that consumers want to achieve or satisfy a.i.2. Set of sub goals a.i.2.a. Goal Hierarchy: End goal and sub goals involved in achieving it a.i.3. Relevant knowledge: Appropriate/useful knowledge activated from memory in context of decisions/interpretation situations a.i.4. Set of simple rules for consumers to evaluate, integrate knowledge to make choice a.ii. Acts as a decision frame b. Choice Alternatives: Alternative behaviors that consumers consider in the problem-solving process. b.i. Examples: Different product classes, product forms, brands, or models b.ii. Consideration Set: Subset of all possible alternatives b.ii.1. Evoked Set: Brands in consideration set activated directly from memory b.ii.2. To be successful, a brand must be included in the consideration sets of at least some customers.
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