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Chapter 16

Levels of Consumer Decision Making. . . . Extensive Problem Solving. Limited Problem Solving. Routine Response Behavior. Models of Consumers: Four Views of Consumer Decision Making. An Economic ViewA Passive ViewA Cognitive ViewAn Emotional View. Figure 16.1 Goal Setting and Pursuit. Goal Setting.

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Chapter 16

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Presentation Transcript

    1. Chapter 16 Consumer Decision Making and Beyond

    3. Models of Consumers: Four Views of Consumer Decision Making An Economic View A Passive View A Cognitive View An Emotional View

    4. Figure 16.1 Goal Setting and Pursuit

    6. Three Stages of Consumer Decision Making Need Recognition Prepurchase Search Evaluation of Alternatives

    11. Issues in Alternative Evaluation Evoked Set Criteria Used for Evaluating Brands Consumer Decision Rules Lifestyles as a Consumer Decision Strategy Incomplete Information and Noncomparable Alternatives Series of Decisions Decision Rules and Marketing Strategy Consumption Vision

    15. Figure 16.4 Ad Suggesting Criteria for Decision Making

    16. Consumer Decision Rules Compensatory Noncompensatory Conjunctive Decision Rule Disjunctive Decision Rule Lexicographic Rule

    24. Coping with Missing Information Delay decision until missing information is obtained Ignore missing information and use available information Change the decision strategy to one that better accommodates for the missing information Infer the missing information

    25. Types of Purchases

    26. Outcomes of Postpurchase Evaluation Actual Performance Matches Expectations Neutral Feeling Actual Performance Exceeds Expectations Positive Disconfirmation of Expectations Performance is Below Expectations Negative Disconfirmation of Expectations

    27. Gifting Behavior Gifting is an act of symbolic communication, with explicit and implicit meanings ranging from congratulations and love, to regret, obligation, and dominance.

    30. Gifting Subdivisions

    36. Consumers Are Less Loyal - Why? Abundance of choice Availability of information Entitlement Commoditization Insecurity Time scarcity

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