bias
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when a consumer overapplies a heuristic
price-quality heuristic
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people assume that higher priced goods are higher quality
example: you buy the higher priced oat meal because you assume it's
better purified
,performance-related tactics
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can be based on overall evaluation or specific attributes
example: "I buy the cookies that taste the best"
conjunctive
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a decision in which you eliminate options based on not meeting several
criteria
example: the choice that is at least this AND no more than that
consideration set
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a subset of two-eight brands recalled and seriously considered by a
consumer
lexicographic
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, a decision in which you order attributes in terms of importance until one
"winner takes all"
problem recognition
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Richard realizes he dislikes his laptop
dissatisfied
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actual is below expectations
habitual decision making
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automaticity: choices made with little/no conscious effort
efficient decisions: minimal time/energy
consumers must be convinced to "unfreeze" their former habit and replace
it with new one
compensatory model
Give this one a try later!
when a consumer overapplies a heuristic
price-quality heuristic
Give this one a try later!
people assume that higher priced goods are higher quality
example: you buy the higher priced oat meal because you assume it's
better purified
,performance-related tactics
Give this one a try later!
can be based on overall evaluation or specific attributes
example: "I buy the cookies that taste the best"
conjunctive
Give this one a try later!
a decision in which you eliminate options based on not meeting several
criteria
example: the choice that is at least this AND no more than that
consideration set
Give this one a try later!
a subset of two-eight brands recalled and seriously considered by a
consumer
lexicographic
Give this one a try later!
, a decision in which you order attributes in terms of importance until one
"winner takes all"
problem recognition
Give this one a try later!
Richard realizes he dislikes his laptop
dissatisfied
Give this one a try later!
actual is below expectations
habitual decision making
Give this one a try later!
automaticity: choices made with little/no conscious effort
efficient decisions: minimal time/energy
consumers must be convinced to "unfreeze" their former habit and replace
it with new one
compensatory model
