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Mindless decisions can cut down time That could be used for something else and overthinking starts to come into the Equation as well and we will talk ourselves out of the decision all together.

model of decision making.

Problem recognition (Richard realizes that he deslikes his plasma tv)

Information search (Richard surfs web to learn about TVs)

Evaluation of alternatives (Richard compares models on reputation and Features)

Product choice (Richard chooses a TV with an appealing feature)

Outcomes  (Richard brings home and Enjoys his 4k TV)

relationship between a consumer’s level of expertise- When prior knowledge is very little or very great, Then little information is sought. However, when prior knowledge is moderate, that’s when The most information is sought. Moderately knowledgeable Consumers tend to search more than product experts and novices. Experts: Selective search. Novices: others opinions nunfunctional attributes, and top Down processing

“about consumers’ evoked sets? As marketers we must Focus on getting our brands in the consumers evoked set in order to be part of The set of brands that a prospective consumer is familiar with when they are Thinking about making a purchase.

brand function as a heuristic?-Branding Is a marketing strategy that often functions as a heuristic. People form Preferences for a favorite brand, and then they literally may never change Their minds in the course of a lifetime. Most common in loyal consumers

Inertia: Many buy the same brand every time, We buy out of habit because It requires less effort, Little/no underlying commitment here, Brand switching Frequently occurs.

brand loyalty - opposite, describes repeating purchase Behavior that reflects a conscious decision to continue buying the same brand, Implies consumer not only buys brand but has strong positive attitude about it

Culture-set of learned values, beliefs, traditions, food, Clothing, music shared by a group of people.

Need= discrepancy or gap between present state and ideal state. Where you Are and where you want to be, that’s a need. A want is a way of satisfying that Need.