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Types of Decision Making
- nomial decision making
- limited decision making
- extended decision making
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Nominal Decision Making
- aka... habitual decision making
- occur when there is very low involvement with a purchase
- does not include consideration of the "do not purchase" alternative
- brand loyal purchases
- repeat purchases
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Limited Decision Making
- involves internal and limited external search, few alternatives, simple decision rules on few attributes, and little post purchase evaluation
- middle ground between niminal and extended decision making
- involves recongnizing a problem for which there are several possible solutions
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Extended Decision Making
- inivolves extensive internal and external search followed by a complex evalustion of multiple alternatives
- response ot high level of purchase involvement
- post purchase evaluation
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Types of Consumer Problems
- Active problems
- Inactive problems
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Active Problems
- consumer is aware of or will become aware of in normal course of events
- Marketing strategy: only require marketer to concince consumers that its brand is the superior solution
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Inactive Problem
- consumer is not aware
- Marketing strategy: marketer must convince consumers that they have problem and that their brand is a superior solution
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Problem Recognition
- dicsovering consumer problem
- responding to consumer problem
- helping consumers recognize problems
- suppressing problem recognition
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Discovering Consumer Problems
- activity analysis
- product analysis
- problem analysis
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Activity Analysis
focuses on a particular activity to determine what problems consumer encounter during the performance of the activity
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Product Analysis
- examines the purchase or use of a particular product or brand
- consumers may be asked about problems associated with using a product or brand
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Problem Analysis
starts with a problem and askes which activities, products, or brands are associated with those problems (cause or eliminate)
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Human Factors Research
attempts to determine human capabilities such as vision, strength, respnse time, flexibility, and fatigue and the effect on these capavilities of lighting temperature, and sound
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Emotion Research
common approaches are focus group research and personal interviews that examine the emotions associated with certian problems
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Responding to Consumer Problem
- developing a new peoduct or altering an existing one
- modifying channels of distribution
- changing pricing policy
- revising advertising strategy
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Helping Consumer Recognize Problems
- generic problem recognition
- selective problem recognition
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Generic Problem Recognition
- involves a discrepancy that a variety of brands within a product category can reduce
- results in an expansion of the total market
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Selective Problem Recognition
- involves a discrepancy only one brand can solve
- firms attempt to cause this to gain/maintain market share
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