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48 Cards in this Set
- Front
- Back
- 3rd side (hint)
a condition where the large number of available options forces us to make repeated choices that drain psychological energy and diminish our ability to make smart decisions
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consumer hyperchoice
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consumer __________
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In this view, we calmly and carefully integrate as much information as possible with what we already know about a product, painstakingly weigh the pluses and minuses of each alternative, and make a satisfactory decision
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rational perspective
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purchase _________ occurs when our initial impulse purchases actually increase the likelihood that we will buy even more
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purchase momentum
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a predisposition to process information. Some of us tend to have a rational system of cognition that processes information analytically and sequentially using roles of logic, while others rely on an experiential system of cognition that processes information more holistically and in parallel
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cognitive processing style
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_______ processing style
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_________ _________ perspective are the view that consumer decisions are learned responses to environmental cues
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Behavioral influence perspective
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_________ perspective is an approach stressing the Gestalt or totality of the product or service experience, focusing on consumers' affective responses in the marketplace
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Experiential perspective
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Decisions that involve _______ problem solving correspond most closely to the traditional decision-making perspective. We usually initiate this careful process when the decision we have to make relates to our self-concept, and we feel that the outcome may be risky in some way. In such cases we try to collect as much information as possible.
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Extended problem solving
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A ______ game is a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players
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social game
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a strategy that involves integrating brand communications in the context of an online group activity
_____-____ marketing |
Game-based marketing
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______ problem solving is usually more straightforward and simple. In these instances we're not nearly as motivated to search for information or to evaluate each alternative rigorously
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Limited problem solving
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______ decision making are choices we make with little to no conscious effort
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habitual decision making
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_______ recognition occurs when we experience a significant difference betwen our current state of affa
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Problem recognition
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Once a consumer recognizes a problem, she needs the 411 to solve it. ________ ______ is the process by which we survey the environment for appropriate data to make reasonable decision
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Information search
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a decision strategy that seeks to deliver the best possible result
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maximizing
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a decision that simply tries to yield an adequate solution, often as a way to reduce the costs of the decision-making process.
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satisficing solution
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because we rarely have the resources (especially the time) to weigh every possible factor into a decision, we will often happily settle for a solution that is just good enough. This perspective on decision making is called bounded ____________
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bounded rationality
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maximizers that may be so thorough they don't even rely on their past experiences to guide their current choice. Instead, they start almost from scratch to research options for each unique decision situation. The researchers term this the _________ Effect
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Sisyphus Effect
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the desire to choose new alternatives over more familiar ones
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Variety seeking
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_______ seeking
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a condition where people consume products to the point where they no longer enjoy them
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Variety amnesia
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______ amnesia
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***People often makes decision on the bases of mental accounting, this is called ____; this process demonstrates that the way we pose a problem and whether it's phrased in terms of gains or losses influences our decisions;eg:free football tickets and snowstorm
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framing
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a blend of psychology and economics that studies how consumers make economic decisions
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behavioral economics
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_________ economics
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an example of one type of framing called _________, which refers to the fact that when people are given a number, they tend to use that number as the standard for future judgements;
eg: 900 ft trees survey |
anchoring
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the condition of ________ describes people who are so obsessed with preparing for the future that they can't enjoy the present
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hyperopia
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_________ theory describes how people makes choices; it defines utility in terms of gains and losses;;eg: coin flipping options
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Prospect theory
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blissful ___________ effect states that people who have details about a product before they but it do not expect to be as happy with it as do those who got only ambiguous information;;eg: lotion example with no 411
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Blissful ignorance effect
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As a rule, purchase decisions that involve extensive search also entail __________ risk, or the belief that there may be negative consequences if you use or don't use a product or service
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Perceived risk
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We call the alternatives a consumer knows about his ______ set and the ones that he actually considers his _______________ set
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evoked & consideration set
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It is important to understand how we cognitively represent this information in a ___________ structure. This term refers to a set of beliefs and the way we organize these beliefs in our minds;;
eg: Jell-O flavors for salad |
Knowledge structure
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brands that are particularly relevant examples of a broader classfication
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Category exemplars
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Category __________
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the tendency of manufacturers to add layers of complexity to products that make them harder to understand and use
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Feature creep
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__________ creep
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__________ criteria are the dimensions we use to judge the merits of competing options
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Evaluative criteria
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____________ attributes are the features we actually use to differentiate among our choices
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Determinant attributes
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___marketing uses fMRI to track blood flow as we perform mental tasks
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Neomarketing
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This is an intermediary that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently
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cybermediary
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The basic idea is that we no longer need to rely solely on big hits (such as blockbuster movies or best-selling books) to find profits
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long tail
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___________ agents are sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases
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Intelligent agents
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An _________ recommendation agent is a software tool that tries to understand a human decision maker's multiattribute preferences for a product category as it asks for the user to communicate his preferences.
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electronic recommendation agent
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We call people who supply reviews ________ advocates
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brand advocates
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People who take the time to post to opinion-based sites are compensated in the form of props for good recommendations,. Analysts refer to this reward system as the ____________ economy
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reputation economy
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we often fall back on ________, or mental rules-of-thumb, to make speedy decision
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heuristics
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one shortcut we often use to infer hidden dimensions of products from attributes we observe;;
eg: clean used cars |
product signal
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a consumer's specific beliefs or decision rules pertaining to marketplace phenomena;;
eg:big store better selection, not always true;;_______ beliefs |
Market beliefs
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_______ of origin is a determinate attribute in the decision-making process. a product's "address" matters
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Country of origin
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_____________ is the tendency to prefer products or people of one's own culture to those of other countries.
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Ethnocentrism
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Our tendency to prefer a number-one brand to competition uses this law
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Zipf's Law
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Buying brand out of habit merely because it requires less effort;; lazy
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Inertia
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We use ______________ decision rules when we feel that a product with a low standing on one attribute can't compensate for this flaw even if it performs better on another attribute
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noncompensatory decision rules
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Unlike noncompensatory, ____________ decision rules give a product a chance to make up for its shortcomings
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compensatory decision rules
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