1) The document outlines a hierarchy for consumer decision making, with general goals at the top level breaking down into more specific subgoals and choices. 2) It describes the key processes involved in decision making, including problem representation, consideration of choice alternatives based on criteria, and integration of information to select an alternative. 3) Consumer decision making can range from extensive problem solving for significant purchases to more routine or automatic choices for trivial purchases.

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 plans
7. Consumer Decision Making.mmap - 18/11/2010 -