Psychology Review
...choiceoutcomes.
Rational perspective- people integrate as much info. As possible with what they already know about a product, weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision.
Behavioral influence perspective- learned response to environmental cue, as when he decides to buy something on an impulse that is promoted as a “surprise special” in a store. Managers must decide what set up is right for display in order to influence members of the target market.
Experiential perspective- stresses the gestalt or totality of the product or service. Marketers focus on measuring consumer’s affective responses to products or services and develop offerings that elicit appropriate subjective reactions.
Routine response behavior- (habitual decision-making)- choices make w little to no conscious effort. So routinized we may not realize we made them. (Ex: buying gas)
Limited problem solving- more straightforward and simple. Not motivated to search for information or evaluate alternatives rigorously. (Which candy to buy) [little time looking for product]
Extended problem solving- initiated by a motive that is important to central self-concept. Consumer feels that eventual decision carries a great degree of risk. The consumer tries to collect as much info as possible, from both internal sources (memory) and external sources (Internet). Then each alternative is carefully evaluated. Evals are usually made by considering the attributes of the each brand. (Buying a new car or home) [a lot of time looking for it]
2. Stages of the decision making process-
Different forms of problem recognition- occurs when a consumer sees a significant difference bw his current state of affairs and some desired or ideal state. (Standard or comparison).
NEED recognition- person runs out of gas, he recognizes he needs gas. (Actual State...
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