Week_2_Consumer Decision Process

Question 1

Seven Steps of CDP

Answer 1

1. need recognition
2. search for info （how to solve the problems)）
3. Pre-purchase evaluation of alternatives （对比各产品）
4. purchase （critical stage）
5. consumption
6. post-consumption evaluation （consumer’s review）
7. divestment (撤资 consumer get rid of product）

Question 2

what is needs?

Answer 2

an internal state of tension caused by disequilibrium between existing state and an ideal or desired state. (its not trigger the need recognition enough)

Question 3

Need recognition triggered by

Answer 3

memory
Environment influence
Individual differences

Question 4

What is symbolic needs?

Answer 4

a product can represent who you are (normally subconsciously 潜意识的）

Question 5

What is hedonic needs?

Answer 5

Are satisfied by products that offer hedonic benefit. Hedonism, people pursue things that give them pleasure

Question 6

Two types of search in CB No.2 Stage

Answer 6

Internal search: Retrieving knowledge from memory or genetic tendencies
External search: collecting information from peers, family, and the marketplace

Question 7

search information can be two different types

Answer 7

passive: receptive to info around them(没有真正开始寻找信息，只是开始注意信息）
Active: search online, go to store.

Question 8

Two types of sources of information

Answer 8

1. Marketer dominated stimuli

2. Non-marketer dominated stimuli

Question 9

As a consumer is exposed to information from external search, they begin to process the stimuli
what is the information processing of it?

Answer 9

1. Exposure
2. Attention
3. Comprehension
4. Acceptance
5. Retention

Question 10

Consumer memory start from where?

Answer 10

From attention to retention

Question 11

What is pre-purchase evaluation of alternatives

Answer 11

1. The process of evaluating alternatives identified from search, which leads to a product or brand selection most likely to satisfy the consumer
2. Can use new or preexisting evaluations stored in memory.

Question 12

Difference between awareness set and evoked sets

Answer 12

Awareness set: brands that can be recalled by consumer.

Evoke set: subset of awareness, consumer finally consider the brands.

Question 13

What is evaluation mean in Pre-purchase evaluation of alternatives?

Answer 13

Evaluative criteria: standards and specifications used to compare different products and brands (物品的各种属性）

Question 14

What is salient attributes of alternatives on attributes?

Answer 14

Salient(突出的) attributes is improtant to consumers such as price and reliability
(航空公司的安全性是所有人都会考虑的）

Question 15

determinant attributes meaning

Answer 15

the products’ features that determine which brand consumers choose.
（除去航空公司的安全性，其他因素例如服务，设备等将是顾客做决定的重点）

Question 16

Consumption process can either occur immediately or be delayed

Answer 16

True

Question 17

Cognitive dissonance definition

Answer 17

questioning the purchase decision (post-purchase regret)

Usually, the higher the price, the higher the level of cognitive dissonance

Question 18

Three options for divestment stage

Answer 18

Disposal
Reselling (Ebay)
Recycling

Question 19

What is lateral cycling?

Answer 19

handover used product to another people

Question 20

Three influences that affect the consumer decision process

Answer 20

1. Individual differences (客户个人资料）
2. Environmental influences.
3. Psychological influences.

Question 21

Individual Differences

Answer 21

1. Demographics, psychographics, values and personality
2. Consumer resources
3. Motivation
4. Knowledge
5. Attitudes

Question 22

Environmental Influences

Answer 22

1. Culture
2. Social Class
3. Family
4. Personal Influence
5. Situation behaviors

Question 23

Psychological Processes

Answer 23

1. Information processing
2. Learning
3. Attitude and behavior change

Question 24

Reference group mean

Answer 24

affected by different groups such as family, collegues, country club…

Question 25

aspiration group

Answer 25

the group you want to be

Question 26

What is consumer decision process continuum?

Answer 26

Routine problem solving(吃什么东西） to limited problem solving（买什么衣服）） to extended problem solving（去哪里度假）

Question 27

EPS:

Answer 27

Extended problem solving, required whole seven stages of CDP. often occurs with expensive items or can be fueled by doubts and fears. High importance in making the “right choice”. All seven consumer decision-making stages are often activated. Dissatisfaction is often vocal and more critical.

Question 28

LPS

Answer 28

Consumers don’t have motivation, time, or resources to engage in EPS Little search and evaluation before purchase Need recognition leads to buying action; extensive search and evaluation often avoided as the purchase is not of great importance

Question 29

Routine Problem Solving

Answer 29

Decisions are made with a minimal amount of time and only moderate deliberation

Question 30

impulse buying

Answer 30

Unplanned, spur-of-the-moment action triggered by product display or point of sale promotion Least complex part of LPS but differs in some important ways (收银台边上的货架）

Question 31

Habitual Decision Making

Answer 31

part of \ RPS. decision as part of habit (习惯性决策）

Question 32

Variety Seeking

Answer 32

Consumers may be satisfied with the present brand but still engage in brand switching Can be triggered because bored with current brand or because of special offer

Question 33

what is brand inertia?

Answer 33

品牌惯性 | kind like habitual decision making. keeping mbuy one brand

Question 34

Two main forms of decision-making processes

Answer 34

Brand loyalty and brand ineria