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Chapter 9 (Information search (Mental accounting (Framing, Sunk-cost…
Chapter 9
Information search
Framework
Prepurchase search
Browsing
Ongoing search
Internal vs. external
Deliberate vs. accidental
Directed learning
Incidental learning
Rationally?
Maximizing
Satisficing
Bounded rationality
Variety seeking
Sensory-specific satiety
Mental accounting
Framing
Sunk-cost fallacy
Hyperopia
Loss aversion
Prospect theory
How much?
Amount of info
Prior expertise
Selective search
Blissful ignorance effect
Perceived risk
Product choice/Selection
Feature creep
Evaluative criteria
Determinant attributes
Procedural learning
Neuromarketing
Cybermediaries
the long tail
electronic recommendation agent
Brand advocates
Heuristics
Product signal
Covariation
Market beliefs
Price-quality relationship
Country of origin
Stereotypes
Ethnocentrism
Familiar brand names
Zipf's law
Prefer #1 brand
Inertia
Brand loyalty
Decision rules
Compensatory
Simple additive rule
Weighted additive rule
Non-compensatory
Lexicographic rule
Elimination-by-aspect rule
Conjunctive rule
Disjunctive rule
Stages
1) Problem recognition
2) Info search
3) Evaluation of alternatives
4) Product choice
Problem solvers
Cognitive processing styles
Rational system of cognition
Low involvement (beh)
Experiential system of cognition
High involvement
Consumer decision types
Habitual decision making
Limited problem solving
Extended problem solving
Problem recognition
Standard of comparison
Actual state-need recognition
Ideal state-opportunity recognition
Evaluation of alternatives
Identifying alternatives
Evoked set
Inept set
Inert set
Levels of categorization
Superordinate level
Basic level
Subordinate level
Strategic implications
Product positioning
Identifying competitors
Exemplar products
Locating products