Kapitel 8

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• Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior mental budget
• According to ________, we evaluate the effort we'll need to make a particular choice andthen we tailor the amount of cognitive "effort" we expend to make that choice. constructive processing
• A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making cognitive
• Decisions driven by our emotional responses to a product are called __ affective
• Features actually used to differentiate among choices are called ________ attributes determinant
• According to ________, a company can make money if it sells small amounts of items thatonly a few people want, if the company sells enough different items the long tail
• A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buysanother drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of __ purchase momentum
• People often make decisions on the basis of mental accounting. One facet of thisaccounting is making a decision based on the way a problem was posed. This is called________ framing
• According to ________, utility is defined in terms of gains and losses prospect theory
• A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ___ satisficing
• Buying decisions that are made with little or no conscious effort are called _ habitual
• A mental or problem-solving shortcut to make a decision is called a(n) _ heuristic
• When using the ________ rule of decision making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed conjunctive
• What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia whether the customers hold a very positive or weak attitude toward the product
• A consumer who buys the same brand over and over again exhibits __ brand loyalty
• When consumers are unhappy with a product, they boycott the product and/or store andexpress dissatisfaction to friends. This is called a ________ response. private

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