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CB: the behavior that consumers display in searching for, purchasing,…

- - - - 5 steps
      - high involvement due to info search
      - compensatory rule
        
        simple additive rule
        
        weighted additive rule
    - - Inertia
        
        low involvement
      - Heuristics
        
        Familiar, brand loyalty,
        
        Common market beliefs like Covariation, COO, price and quality
        
        Bounded rationality
      - PATH (guest lecture)
        
        P: predictable biases
        
        A: automatic simplicity
        
        T: trusted cues & patterns
        
        H: human instinct
    - - neuromarketing
      - non-compensatory rule
        
        lexicographic rule
        
        elimination by aspect rule
        
        conjunctive rule
        
        ARTICLE
        
        affective DM when decision is immediate
      - biases like priming, nudge, framing
        
        incidental brand exposure
      - evaluation, mood, emotion
        
        mood congruency, emotional oracle effect, influenced by social media
        
        positive & negative valence
      - Involvement
        
        product
        
        message
        
        situational
  - - - Drive theory
      - Expectancy theory
      - Motivational conflicts
        
        approach-approach
        
        approach-avoidance
        
        avoidance-avoidance
    - - Murray's (20)
      - specific needs
      - Maslow
  - - - thresholds
        
        Weber's law
      - sensory marketing
        
        ARTICLE
        
        cold ambient odor makes people consume more calories
      - perception of ourselves (CH6)
        
        sex roles
        
        body image
        
        body anxiety
    - - sensory overload
        
        eyeball economy
        
        multitasking
        
        perceptual selection
        
        Weber's law
    - - knowledge structure (CH9 & 4)
      - semiotics
      - perceptual positioning
- - - - archetypes
      - brand personality
    - - Big 5 (OCEAN)
      - Myers-Briggs Type indicator
  - - - if product is linked to identity, more likely that you will recycle, moderators are strength of connection with identity characteristics and valence
  - - - individual, family, community, group
  - - - time poverty
      - fast and slow countries (time style)
    - - POP
      - perception & attention
- - - - hierarchy of effect based on involvement
    - - Fishbein
      - Theory of reasoned act
    - - traditional vs interactive communication model
      - source
        
        credibility vs attractiveness
        
        opinion leadership & influencers (CH11)
        
        message
        
        picture vs words
        
        repetition (2-factor theory)
        
        argument structure
        
        message appeals
        
        sexual
        
        humor
        
        fear
        
        emotional vs rational
      - social media (CH11)
        
        social power
        
        referent
        
        coercive
        
        information
        
        knowledge
        
        expert
        
        legitimate
        
        reference groups & conformity
        
        WOM & buzz building
        
        ARTICLE
        
        high trust cues+boasting leads to high persuasion; low trust cues+boasting leads to lower persuasion
      - persuasion (6 principles)
    - - cognitive dissonance
        
        ARTICLE
        
        evaluative bias against the foregone alternative stops when consumption closure of the chosen alternative, so that the value of the foregone alternative rebounds