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7. consumer decision making
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7. consumer decision making

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  • 1. problem representation hierarchy of subgoals knowledge activated goal -> general frame to solve the problem choice criteria used choice alternatives considered optimize satisfaction possible dominant prevention end resolve conflict goasl escape maintenance influence on consumers ps activities a general goal hierarchy provides a useful structure the more, the more extensive ps will be involvement and knowledge unexpected info prominent env stimuli can disrupt the ongoing interrupts affective states flow of the ps process environment goal conflicts key process know is combined to evaluate two or more alternative behavioral intentions and select one decision frame to view the problem integration outcome: choice end goals: basic consequences or values every purchase comprises several that consumers want to achieve or satisfy decisions about alternative behaviors alternative behaviors consideration set: subset of 7. Consumer possible alternatives choice alternatives Decision Making if the brand choice was made in the past, problem representation evoked set: some brands in the the BI to purchase is a decision plan consideration set activated stored in memory directly from memory decision plans in memory also other decisions factors used to evaluate and select among choice alternatives choice criteria goal-directed problem solving process salient, desirable beliefs about products decision making is problem solving evaluate choice alternatives in terms of choice criteria 2 essential tasks select one of the alternatives formal integration strategies if...then integration process problem solving search heuristics types of integration procedures heuristics evaluation heuristics choice heuristics one or more behavioral intentions vary in specificity decision plans vary in complexity eg. for cars extensive decision making mark: satisfy needs for info eg. for chocolate limited decision making types of ps processes clearly communicate key benefit eg. vending machine routinized choice behavior enter consumers decision plans7. Consumer Decision Making.mmap - 18/11/2010 -

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