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Fenster schliessen

Attitude Change Strategies

Increase belief rating

Increase weight importance

Adding new attribute

Change belief ratings for competing brand(s)

Fenster schliessen

What is perceived risk ?

..the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering.

Fenster schliessen

Types of Risk

Functional

Financial

Temporal

Physical

Psychological

Social

Sensory

Fenster schliessen

Causes of Risk

Lack of information

Newness

High price

Social norms and conventions

Complex technology

Fenster schliessen

Subjective Bias

Confirmation bias

Self-positivity bias

Negativity bias

Mood bias

Fenster schliessen

Multiattribute Expectancy-Value Model: The Theory of Reasoned Action

see slide 43 in review

Fenster schliessen

Heuristics

Brand

“Affect referral” decision rule

Price

Country of origin

Product version

Familiarity

Exposure

Product design

Fenster schliessen

Antecedents and Outcomes of Customer Satisfaction

see slide 46 in review