Chapter Highlights

Decision Making – Q2 and Q4 – 20%

Ch 2: Situational Influence

* Four situations (Communication; Purchase; Usage; Disposal) situation

* Five dimensions:

1) physical surroundings;

2) social surroundings;

3) temporal perspectives;

4) task definition;

5) antecedent states

Pg 38: It is where the evaluation of the product occurs to determine whether you will buy this again in the future.

Pg 41: Marketer can influence consumers using these 5 dimensions.

Pg 56 - Discussion Qns: 1, 3

Clearly explain the five types of situational influence. Name a product category which seems to be susceptible to one specific type of situational influence.

Ch 3: Problem Recognition

* Low and high involvement

* 3 decisions: habitual; limited; extended

* Actual vs. desired state

* Active vs. inactive problem

* Instrumental vs. expressive performance

* Measuring problem: activity; product; problem; human factors; emotion

Pg 68: Few concepts. One side is low purchase involvement; the other is high purchase involvement.

Pg 67: Habitual decision making; consumers will not look for any brands until it fails

Pg 69: Limited decisions; consumers when they buy shopping goods, lifestyle products. These are the products that consumers will relate it to limited decisions.

Extensive decisions: consumers won’t buy brand if they don’t have enough information

Pg 76: Measuring Problem Recognition

- How to measure; there are 5 points.

How to respond to consumer problems (May have 1 Essay Question)

Pg 83 – Discussion Qns: 1, 3

Explain the three types of decision making. What level of purchase involvement would be associated to these three types of decision making?

-Habitual, Limited, Extended

Ch 4: Information Search

* Internal vs. External

* Evoked Set (consideration set) – The Process

* Strategies for 3 decision types vs. evoked/ not in evoked set

| H | L | E |

Evoked | M | C | P |

Not in evoked set | D |...