CHP 7 ESSAY - Ways marketers can create problems.
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- Change/Establish an ideal - ideals aren't constant
EX: fashion industry
- Bring awareness to the actual - inform consumers of the way things
actually are.
EX: home security system marketers
- Create dissatisfaction with the actual - creates a materialistic consumer
EX: commercial for a new gym.
- Make a new actual possible - through financing or technology.
EX: giving a new college student a credit card.
,Extended Problem Solving
Limited Problem Solving
Habitual Decision Making (Routine Response Behavior)
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Extended - Eventual purchase decision is perceived as a risk/ highly
involving.
- Consumer collects extensive information; internal and external search.
- careful evaluation of brand attributes.
EX: Buying a computer
Limited - more straightforward/ simple
- Lower risk/ involvement
- Limited shopping time/ venues
Habitual / Routine response behavior - little or no conscious effort
- Automaticity: choices made with little/no conscious effort.
- Efficient decisions: minimal time/ energy.
EX: going to the grocery store
Deciding factors on what type of problem solving is used:
- low cost products
- frequent purchasing
- low consumer involvement
- familiar product class and brand
- little thought search or time given to purchase
Halo effect & example
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the tendency to assume that if something is good on one attribute it must
be good on others.
, EX: attractive people are also thought to have good personalities
- Horns effect: if something is bad on one thing must be bad on all others.
What is a choice tactic in low effort decision making?
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decision heuristics used in common, repeat purchase situations.
- designed for quick and effortless decision making
- cognitive and affectively based.
Losses and gains
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losses and gains are not judged equally, most sensitive to losses and hate
experiencing them.
What is the framing effect?
Give this one a try later!
Give this one a try later!
- Change/Establish an ideal - ideals aren't constant
EX: fashion industry
- Bring awareness to the actual - inform consumers of the way things
actually are.
EX: home security system marketers
- Create dissatisfaction with the actual - creates a materialistic consumer
EX: commercial for a new gym.
- Make a new actual possible - through financing or technology.
EX: giving a new college student a credit card.
,Extended Problem Solving
Limited Problem Solving
Habitual Decision Making (Routine Response Behavior)
Give this one a try later!
Extended - Eventual purchase decision is perceived as a risk/ highly
involving.
- Consumer collects extensive information; internal and external search.
- careful evaluation of brand attributes.
EX: Buying a computer
Limited - more straightforward/ simple
- Lower risk/ involvement
- Limited shopping time/ venues
Habitual / Routine response behavior - little or no conscious effort
- Automaticity: choices made with little/no conscious effort.
- Efficient decisions: minimal time/ energy.
EX: going to the grocery store
Deciding factors on what type of problem solving is used:
- low cost products
- frequent purchasing
- low consumer involvement
- familiar product class and brand
- little thought search or time given to purchase
Halo effect & example
Give this one a try later!
the tendency to assume that if something is good on one attribute it must
be good on others.
, EX: attractive people are also thought to have good personalities
- Horns effect: if something is bad on one thing must be bad on all others.
What is a choice tactic in low effort decision making?
Give this one a try later!
decision heuristics used in common, repeat purchase situations.
- designed for quick and effortless decision making
- cognitive and affectively based.
Losses and gains
Give this one a try later!
losses and gains are not judged equally, most sensitive to losses and hate
experiencing them.
What is the framing effect?
Give this one a try later!
