Consumer Behavior Exam 2

-Process by which consumers combine info about attributes to reach a decision in a rational, systematic manner
-Consumers make judgments about goodness and badness and weigh them in terms of how important the attributes are to their overall decision
-Consumers use negative info to evaluate brands and immediately eliminate the ones that suck in any one/more important attributes

-Using actual experience or imagining what the experience would be like to form a positive or negative experience about a product/service
-Forming an attitude about a product/service by comparing it to a other products
-Your values drive the formation of your attitude toward a particular brand/product

-The way that consumers view their own social identities can play a role in forming their attitudes toward a product/brand
-After being exposed to marketing stimuli or other info (like a commercial), consumers sometimes form attitudes based on their own cognitive responses (thoughts, ideas, recognitions, evaluations, etc)

-Producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response
-The view that behavior is a function of reinforcements and punishments received in the past

1. Problem Recognition- difference between actual and ideal state2. Information Search- Internal (memory) and External3. Evaluation of Alternatives- Salient (prominent) & Determinant (distinctive) Attributes, Consideration Set (3-5)4. Purchase5. Consumption6. Post Consumption Evaluation- Meets/Exceeds/Fails Expectations7. Divestment- Dispose, Resell, Recycle

- a person’s perceived relevance of an object (product) based on inherent needs, values and interests
-High Involvement, High MAO,
-Low Involvement, Low MAO, doesn't create stable long-term attitude, attention to superficial cues

-A variables role in persuasion can differ
-As individual difference, variable Petty developed
-ELM, not only one process

-infrequent, high-risk purchases, unfamiliar products- Extensive information search and evaluation-Processing by brand ex: Cars: Fords and Chevys

-frequent, low-risk purchases ex: milk-Reliance on decision rules (heuristics) ex: my parents bought it, brand-Processing by attribute ex: peanut butter: creamy, low-fat

- Subjective judgements about relationships between 2+ things, predict attitudes
-Overall evaluation (dis/like) of a products, predicts intentions
-whether or not the person intends to buy

- Attitude= sum of Evaluations x Beliefs-Evaluation= Evaluation of Attribute's Importance- Belief= Belief that brand delivers attribute-aka expectancy-value model

-Capitalize on strengths ex: location-Change beliefs about marketers/competitors brands-Change evaluation of attribute's importance-Add an attribute

Ex: Beats by Dre will deliver high quality bass sound Strongly agree_ _ _ _ _strongly disagree
Beats by Dre are Very good _ _ _ _ _very bad Like/dislike or good/bad
How likely are you to purchase a pair of Beats by Dre Very likely _ _ _ _ _ not at all likely

How likely are you to order a pair of Beats by Dre _ Definitely will buy _ probably will buy _ might or might not buy _ probably will not buy _ definitely will not buy

-certain standards that need to be met regardless of the strength of other attributes
-Conjunctive: Establish minimum standards for attributes, reject bad options ex: house- @least 3 bdrm, pool
-Lexicographic- Select product based on one most important attribute