Decision Making Process
Difference between current state and desired/ideal state
What is problem recognition?
To whom a person looks for guidance in his or her own behavior, values, and conduct
Who are reference groups?
An internal state that drives us to satisfy needs by activating goal-oriented behavior
What is motivation?
The overall rank or social standing of groups of people within a society
What is social class?
Identifying a small number or products for closer consideration
What is evaluating of alternatives?
The purchased product must be one that others can see and identify and must be a brand or product that not everyone owns
What is reference group influence?
A universal desire for a sense of accomplishment and achievement
What is esteem?
Values, beliefs, customs, preferences, and tastes produced or practiced by a group of people handed down from one generation to the next
What is culture?
Rules of thumb used by individuals to arrive at good decision with less mental effort
What are heuristics?
Trendsetters who purchase new products before others in a group and then influence others in their purchases
Who are opinion leaders?
Imbalance among knowledge, beliefs, and attitudes that occurs after an action or decision, such as a purchase
What is cognitive dissonance?
Family background, Occupation, Education, Income, Residential location
What is social class?
Purchasing decisions of products with high levels of potential social or economic consequences
What is high-involvement?
Influences include structure and head of household or role of each spouse
Who are family?
Problem solving when brands are difficult to categorize or evaluate
What is extended?
A group within a society whose members share a specific set of beliefs or characteristics
Who are subcultures?
Problem solving somewhere between habitual & extended
What is limited?
Have significant influence over the goods and services their families purchase
Who are children?
Number of alternatives that a consumer actually considers in making a purchase decision
What is an evoked set?
Groups of individuals who identify based on a common activity or art form
Who are subcultures?