MGMC02H3 Chapter Notes - Chapter 009: Confirmation Bias, Negativity Bias, Narrative Structure
Document Summary
Judgments are evaluations of an object or estimates of likelihood of an outcome or event input to decision making, do not require a decision (ie: menu considering items before making final choice). Decision making is making a selection among options or courses of action. Imagery is imagining an event in order to make a judgment (make it more likely to occur because of positive bias, overestimate how satisfied they will be with a product or service). Acquisition, usage, and disposition all involve consumer decision (ie: decision about whether to buy or not). Decisions about: what offering (brands, inept set = brands that are unacceptable, inert set = brands treated with indifference, consideration set = those chosen among (very important to. Attraction effect = adding inferior brand increase attractiveness of. Goal to make a decision unique and positive attributes with shared negative attributes = more favorable than unique and negative attributes with shared positive attributes.
