Marketing 330 Chapter 9

constructive processing
a tendency of consumers to tailor their cognitive effort to suit the task at hand
involvement
the degree of personal relevance that a purchase holds for the consumer
low involvement
a case in which consumers attach minimal personal relevance to a purchase
high involvement
a case in which consumers attach elevated relevance to a purchase
non-programmed decision
a case in which a novel or infrequently encountered situation requires a customized solution
extended problem solving
an elevated level of expended effort used in making risky and significant decisions
limited problem solving
a reduced level of expended effort used in making less-risky decisions
impulse purchases
spontaneous and unplanned purchases made in response to environment cues
programmed decisions
cases where consumers follow habitual routines to deal with frequently encountered situations
brand loyalty
an attachment to brands that have proven satisfactory in the past
internal search
search the process of retrieving relevant information from memory
sharpening
a process of changing stimuli from ambiguous forms to more conventional ones
leveling
a process in which details are omitted in order to simplify the memory structure
external search
the process of seeking information from exogenous sources
evoked set
those few brands that come to mind when one thinks of a product category
heuristics
simple rules of thumb consumers use as shortcuts to reduce shopping effort
evaluative criteria
product characteristics consumers use to judge the merits of competing options
salient attributes
important aspects of a product that affect the choices consumers make
determinant attributes
those features on which alternative are believed to differ
prospect theory
a view of how decision makers, under risk conditions, vole different options and assess their outcomes
framing
a view that a given decision can be structured from either a gain or a loss perspective
decision rules
alternative analytical procedures consumers use to process information and arrive at a selection
compensatory decision rules
a selection procedure where a high score on one attribute of a brand can make up for a low score on another
non-compensatory decision rule
a selection procedure where a high score on one attribute of a brand cannot offset a low score on another
instrumental performance
consumers view of the utilitarian performance of the physical product as means to an end
expressive performance
social or psychological aspects of product performance that consumers regard as ends in themselves
consumers satisfaction
the mental state of feeling adequately rewarded in a buying situation