MKTG 4204 Chapter Notes - Chapter 7: Discriminant
28 Jan 2020
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Decision: choice "between two or more alternative actions, always require choices between different behaviors. Integration process by which knowledge is combined to evaluate two or more alternative behaviors and select one. Represented as behavioral intention (bi) (plan to engage in one or more behaviors) Problem representation: end goal, set of sub goals organized into a goal hierarchy, relevant product knowledge, set of simple rules or heuristics by which consumers search for, evaluate, and integrate this knowledge to make a choice. A perspective or frame of reference through which the decision maker views the problem and the alternatives to be evaluated. Basic consequences, needs, or values that consumers want to achieve or satisfy: they provide the focus for the entire problem solving process. Breaking down the general goal into several more specific subgoals. May be acquired by interpreting information encountered in the environment during the problem solving process. Choice alternatives alternative behaviors that consumers consider in the problem solving process.
