MKTG CH6 2/3

the type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category

• Limited Decision Making

• Extensive Decision Making

• Churning

• Socialization Process

the most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information

• Extensive Decision Making

• Limited Decision Making

• Churning

• Norm

the practice of examining merchandise in a physical retail location without purchasing it, and then shopping online for a better deal on the same item

• Showrooming

• Culture

• Socialization Process

• Self-Concept

when a significant number of customers are switching brands

• Churning

• Socialization Process

• Reference Group

• Culture

the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next

• Culture

• Subculture

• Reference Group

• Churning

a homogenous group of people who share elements of the overall culture as well as unique elements of their own group

• Subculture

• Social Class

• Culture

• Reference Group

a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms

• Social Class

• Subculture

• Culture

• Reference Group

all of the formal and informal groups in society that influence an individual’s purchasing behavior

• Reference Group

• Culture

• Subculture

• Social Class

a reference group with which people interact regularly in an informal, face-to-face manner, such as family, friends, and coworkers

• Primary Membership Group

• Secondary Membership Group

• Aspirational Reference Group

• Nonaspirational Reference Group

a reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional, group, or religious group

• Secondary Membership Group

• Primary Membership Group

• Aspirational Reference Group

• Nonaspirational Reference Group