Decision Making Low Effort
3 important questions on Decision Making Low Effort
Types of low effort decision making?
Unconscious
- customer decisions are affected by visual aspects
- influenced by environmental stimuli
- automatic goal related behavior
Conscious
- hierarchy of effects for low effort situations
- affective processing
- factors that influence low motivation, ability and opportunity (MAO)
- customer decisions are affected by visual aspects
- influenced by environmental stimuli
- automatic goal related behavior
Conscious
- hierarchy of effects for low effort situations
- affective processing
- factors that influence low motivation, ability and opportunity (MAO)
Explain priming processing motivation
Less efoort and extensive processing, affect plays a larger role. Consumers perceive lower risk in the purchase. Better to promote affect-rich products.
Zero price effect: people overreact to free products as if zero price means not only low cost of buying, but also increased valuation of product
KIJK NOG ES SLIDES
Zero price effect: people overreact to free products as if zero price means not only low cost of buying, but also increased valuation of product
KIJK NOG ES SLIDES
What are marketing implications regarding habit and brand loyalty?
Identify
- habitual: purchase patterns
- brand loyal: purchase patterns, 4-5 consecutive
Developing
- repeat purchase behavior: shaping, series of steps. Sales promotion. Rewards, earn points
- brand loyalty: sales promotions, frequent buyer programs, high quality product
Marketing
- habitual: break habits, sales promotion, new unique benefit, distribution policies
- brand loyal: switch is super difficult, better target nonloyal, unless there is strong point of superiority
- habitual: purchase patterns
- brand loyal: purchase patterns, 4-5 consecutive
Developing
- repeat purchase behavior: shaping, series of steps. Sales promotion. Rewards, earn points
- brand loyalty: sales promotions, frequent buyer programs, high quality product
Marketing
- habitual: break habits, sales promotion, new unique benefit, distribution policies
- brand loyal: switch is super difficult, better target nonloyal, unless there is strong point of superiority
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