BUS 359 Chapter Notes - Chapter 9: Functional Magnetic Resonance Imaging, Feature Creep, Neuromarketing

• School: Stony Brook University
• Department: Business Management
• Course: BUS 359
• Professor: Paul Connell

Document Summary

Purchase momentum - occurs when our initial impulse purchases actually increase the likelihood that we will buy even more. Consumer hyperchoice - forces us to make repeated decisions that may drain psychological energy while decreasing our abilities to make smart choices. Three categories of consumer decision making are cognitive, habitual, and affective. Constructive processing - argues that (cid:449)e e(cid:448)aluate the effort (cid:449)e"ll (cid:374)eed to (cid:373)ake a parti(cid:272)ular choice and then tailor the amount of cognitive effort we expend to get the job done. Mental budget - helps us to estimate what we will consume over time so that we can regulate what we do in the present. Counteractive construal - consumers engage in this when they exaggerate the negative aspects of behaviors that will interfere with the ultimate goal. Morning morality effect - shows that people are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning.