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Consumer Behavior- CH. 10


Chapter 10. CB. 
  
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Choice Tactics for low decision making:
 
-performance-related
-brand loyalty
-habit
-price-related tactics
-normative influences
-affect-related tactics
-variety seeking
performance related
 
-buy the one that works the best
-buy the cookies that taste the best
buying the same brand repeatedly because of strong preference ( based on performance related)
 
brand loyalty
buying two or more brands repeatedly
 
multi-brand loyal
little or no information seeking and little or no evaluation of alternatives ( does not require a strong preference) simply repetitive behavior
 
habit
price-related tactics
 
-buy the cheapest
-buy the brand on sale
-use a coupon
how other people influence out behavior through social pressure
 
normative influences
others try to manipulate us
 
direct influence
- buy the brand the kids ask for
watch what others do to guide our behavior
 
vicarious observation
-buy the brand of laundry detergent my mom used
when we are concerned about the opinions of others
 
indirect influence
-buy the brand that my friends are buying so ill fit in
how do you feel about it heuristic-choose the option that evokes positive feelings
 
affect related tactic
try something different
 
variety seeking
when you dont want the same thing- you want variety
 
satiation
individual variety
 
stimulation
packing too much for a weekend trip
 
preference uncertainity
reasons for too much variety:
 
-risk aversion
-time compression
-social influences

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