Decision Making

PERILAKU KONSUMEN
WEEK 10
SEM GENAP 21/22
Chapter Objectives
When you finish this chapter, you should understand
why:
1. The three categories of consumer decision making are
cognitive, habitual, and affective.
2. A cognitive purchase decision is the outcome of a series
of stages that results in the selection of one product
over competing options.
3. We often rely on rules-of-thumb to make routine
decisions.
4. The way information about a product choice is framed
can prime a decision even when the consumer is
unaware of this influence.
1. The three categories of consumer
decision making are cognitive, habitual,
and affective.
What’s Your Problem?
• Consumer hyperchoice
• Self Regulation
Consumer Hyperchoice
• Having too many choices in the marketplace
• Constructive processing: consumer evaluate
the effort need to make a particular choice
and then tailor the amount of cognitive
“effort” to get the job done.
• In some cases, we actually create a mental
budget that helps us to estimate what we will
consume over time so that we can regulate
what we do in the present.
Self Regulation
• A person’s efforts to change or maintain his
or her actions over time which involve
careful planning that is a form of self-
regulation.
• Implementation intentions: Specify in
advance how we want to respond in certain
situations.
• Counteractive construal: when they
exaggerate the negative aspects of behaviors
that will interfere with the ultimate goal.
The researchers distinguished between two
types of motivation:
•Promotion motivation encourages people to
focus on hopes and aspirations
•Prevention motivation instead focuses on
responsibilities and duties as it prompts
people to think about avoiding something
negative.
 2. A cognitive purchase decision is the
outcome of a series of stages that results in
the selection of one product over competing
options.
Figure 9.2
Stages in
Consumer
Decision
Making

9-10
Steps in the Decision-Making Process

Problem recognition

Information search

Evaluation of alternatives

Product choice
Stage 1
Problem Recognition
Occurs when consumer sees difference between
current state and ideal state
• Need recognition: actual state declines
• Opportunity recognition: ideal state moves
upward
Figure 9.3 Problem Recognition
Stage 2
Information Search
The process by which we survey the
environment for appropriate data to make a
reasonable decision
• Prepurchase or ongoing search
• Internal or external search
• Online search
Table 8.1 A Framework for
Consumer Information Search

Prepurchase versus Ongoing Search

Prepurchase Search Ongoing Search

Determinants Involvement with Involvement with product

purchase

Motives Making better purchase Building a bank of

decisions information for future use

Outcomes Better purchase Increased impulse buying

decisions
Figure 9.4 Amount of Information Search
and Product Knowledge
Stage 3
Evaluation of Alternatives

Evoked Set

Consideration Set
Stage 4
Product Choice: How Do We Decide?
• Once we assemble and evaluate relevant
options from a category, we must choose
among them
• Decision rules for product choice can be
very simple or very complicated
• Prior experience with (similar) product
• Present information at time of purchase
• Beliefs about brands (from advertising)
Neuromarketing
• Uses functional magnetic resonance
imaging, a brain-scanning device that tracks
blood flow as we perform mental tasks
• Marketers measure consumers’ reactions to
movie trailers, choices about automobiles,
the appeal of a pretty face, and loyalty to
specific brands
Online Decision Making
• The Web delivers enormous amounts of
product information in seconds
• Cybermediary: helps filter and organize
online market information
• Examples: Shopping.com, BizRate.com
• MySimon.com
• NextTag.com, PriceGrabber.com
• PriceSCAN.com
How Do We Put Products into
Categories?
Strategic Implications
of Product Categorization

• Position a product
• Identify competitors
• Create an exemplar product
• Locate products in a store
Evaluative Criteria
• Evaluative criteria: dimensions used to judge
merits of competing options
• Determinant attributes: features we use to
differentiate among our choices
• Criteria on which products differ carry
more weight
• Marketers educate consumers about (or
even invent) determinant attributes
• Pepsi’s freshness date stamps on cans
Compensatory Decision Rules
• Simple additive rule: the consumer merely
chooses the alternative that has the largest
number of positive attributes
• Weighted additive rule: the consumer also
takes into account the relative importance of
positively rated attributes, essentially
multiplying brand ratings by importance
weights
Noncompensatory Decision Rules
• Lexicographic rule: consumers select the
brand that is the best on the most important
attribute
• Elimination-by-aspects rule: the buyer also
evaluates brands on the most important
attribute
• Conjunctive rule: entails processing by
brand
Noncompensatory Decision Rules
• Lexicographic rule: consumers select the
brand that is the best on the most important
attribute
• Elimination-by-aspects rule: the buyer also
evaluates brands on the most important
attribute
• Conjunctive rule: entails processing by
brand
Compensatory Decision Rules
• Simple additive rule: the consumer merely
chooses the alternative that has the largest
number of positive attributes
• Weighted additive rule: the consumer also
takes into account the relative importance of
positively rated attributes, essentially
multiplying brand ratings by importance
weights
3. We often rely on rules-of-thumb to make
routine decisions.
Habitual decision making
• Habitual decision making describes the choices
we make with little or no con- scious effort.
• Zipf’s Law: our tendency to prefer a number
one brand to the competition
• Consumer inertia: the tendency to buy a brand
out of habit merely because it requires less
effort
• Brand loyalty: repeat purchasing behavior that
reflects a conscious decision to continue
buying the same brand
Heuristics: Mental Shortcuts
• Heuristics: mental rules-of-thumb for
efficient decisions
Heuristics

Product Signals

Market Beliefs

Country of Origin
 4. The way information about a product
choice is framed can prime a decision even
when the consumer is unaware of this
influence.
Biases in Decision-Making Process
• Mental accounting: framing a problem in
terms of gains/losses influences our
decisions
• Sunk-cost fallacy: We are reluctant to waste
something we have paid for
• Loss aversion: We emphasize losses more
than gains
• Prospect theory: risk differs when we face
gains versus losses
REVIEW

KERJAKAN di LMS:
•QUIZ 9
THANK YOU…