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Consumentengedrag
› 4 The consumer as an individual
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Consumentengedrag
, deel 1
4 The consumer as an individual
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extensive problem-solving level = Decision making efforts by consumers who have no established criteria for evaluating a product category or specific brands in that category, or have not narrowed the number of brands to a manageable subset. limited problem-solving level = A limited search by a consumer for a product that will satisfy her or his basic criteria from among a selected group of brands. routinized response behaviour = A habitual response based on predetermined criteria. evaluation of alternatives = A stage in the consumer decision-making process in which the consumer appraises the benefits to be derived from each of the product alternatives being considered. pre-purchase search = A stage in the consumer decision-making process in which the consumer perceives a need and actively seeks out information concerning products that will help satisfy that need. evoked set = The specific brands a consumer considers in making a purchase choice in a particular product category. inept set = Brands that a consumer excludes from purchase consideration. compensatory decision rule = A type of decision rule in which a consumer evaluates each brand in terms of each relevant attribute and then selects the brand with the highest weighted score. non-compensatory decision rule = A type of decision rule by which positive evaluation of a brand attribute does not compensate for (is not balanced against) a negative evaluation of the same brand on some other attribute. conjunctive decision rule = A non-compensatory decision rule in which consumers establish a minimally acceptable cut-off point for each attribute evaluated. Brands that fall below the cut-off point on any one attribute are eliminated from further consideration. disjunctive decision rule = A non-compensatory rule in which consumers establish a minimally acceptable cut-off point for each relevant product attribute; any one attribute is considered an acceptable choice. lexicographic decision rule = A non-compensatory decision rule in which consumers first rank product attributes in terms of their importance, then compare brands in terms of the attribute most important. If one brand scores higher than the other brands, it is selected; of not the process is continued with the second ranked attribute, and so on. affect referral decision rule = A simplified decision rule by which consumers make a product choice on the basis of their previously established overall ratings of the brands considered, rather than on specific attributes. purchase behaviour = Behaviour that involves two types of purchases: trial purchases (the exploratory phase in which consumers evaluate a product through direct use) and repeat purchases, which usually signify that the product meets with the consumer's approval and that the consumer is willing to use it again. post-purchase evaluation = An assessment of a product based on actual trial after purchase. gifting behaviour = The process of gift exchange that takes place between a giver and a recipient. self-gifts = Gifts to one's self.
Ingezonden op 24-03-2013 - 3469x bekeken.
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