Decision Making
Chapter 12
Decision Making I: Need Recognition and Search
WHAT DO YOU THINK Polling Question
Most of the time I am a rational decision maker.
Strongly disagree 1 2 3 4 5 6 7 Strongly agree
Have students access www.cengagebrain.com to answer the polling questions for each chapter of CB. Ask them to take the online poll to see how their answers compare with other students taking a consumer behavior course across the country. Then turn to the last page of the chapter to find the What Others Have Thought box feature. This graph is a snapshot of how other consumer behavior students have answered this polling question thus far.
Learning Outcomes
After studying this chapter, the student should be able to:
L01 Understand the activities involved in the consumer decision-making process.
L02 Describe the three major decision-making research perspectives.
L03 Explain the three major types of decision-making approaches.
L04 Understand the importance of the consideration set in the decision-making process.
L05 Understand the factors that influence the amount of search performed by consumers.
Suggested Lecture Opener
Anticipating and predicting how and why consumers make purchasing decisions is a vital part of marketing. The closer one’s product or service is to what a customer wants, the more likely a sale is to be made. Companies need not only to provide information, but the right kind of information. Sometimes what companies want to represent and what consumers want can differ. For example, demand for calorie labels has seen a recent spike, particularly in the fast-food industry, but some restauranteurs are reluctant to make this move. In a recent survey conducted by Aramark, a food services company, 83% of consumers want nutritional information available in restaurants. However, the question remains if providing this information will really affect food choices toward healthier options—some studies have shown that only 10-20% of diners make a
Decision Making I: Need Recognition and Search
WHAT DO YOU THINK Polling Question
Most of the time I am a rational decision maker.
Strongly disagree 1 2 3 4 5 6 7 Strongly agree
Have students access www.cengagebrain.com to answer the polling questions for each chapter of CB. Ask them to take the online poll to see how their answers compare with other students taking a consumer behavior course across the country. Then turn to the last page of the chapter to find the What Others Have Thought box feature. This graph is a snapshot of how other consumer behavior students have answered this polling question thus far.
Learning Outcomes
After studying this chapter, the student should be able to:
L01 Understand the activities involved in the consumer decision-making process.
L02 Describe the three major decision-making research perspectives.
L03 Explain the three major types of decision-making approaches.
L04 Understand the importance of the consideration set in the decision-making process.
L05 Understand the factors that influence the amount of search performed by consumers.
Suggested Lecture Opener
Anticipating and predicting how and why consumers make purchasing decisions is a vital part of marketing. The closer one’s product or service is to what a customer wants, the more likely a sale is to be made. Companies need not only to provide information, but the right kind of information. Sometimes what companies want to represent and what consumers want can differ. For example, demand for calorie labels has seen a recent spike, particularly in the fast-food industry, but some restauranteurs are reluctant to make this move. In a recent survey conducted by Aramark, a food services company, 83% of consumers want nutritional information available in restaurants. However, the question remains if providing this information will really affect food choices toward healthier options—some studies have shown that only 10-20% of diners make a