Consumer Behavior Mod 14

Attribute Framing

A framing effect that involves presenting information about an
attribute of something, such as a product, in a positively or
negatively formed way.

Choice Overload

A dynamic that may occur when a consumer confronts a marketplace with
many items from which to choose, and may face adverse consequences,
such as a decrease in the motivation to choose or lowered satisfaction
with the option finally chosen.

Compensatory Decision Rule

A decision rule that allows perceived favorable ratings on brand
evaluative criteria to offset unfavorable evaluations. That is, brand
strengths can compensate for brand weaknesses.

Conjunctive Rule

A decision rule that requires the consumer to establish minimum
levels of acceptability on each brand attribute.

Decision Heuristics

A procedure used consciously or unconsciously by decision makers to
simplify their decision task and achieve what they still consider to
be at least reasonable results.

Disjunctive Rule

A decision rule where the consumer establishes minimum acceptable
performance standards that each brand must meet. Any brand will be
acceptable if it exceeds the minimum standard on any criterion.

Evoked Set of Brands

Consists of the few select brands evaluated positively by the
consumer for purchase and consumption. These are the brands the
consumer would be willing to consider further. (Also called the
consideration set of brands).

External Search

A type of consumer search that refers to the process of obtaining
information from other sources in addition to that which can be
recalled from memory.

Goal Framing

A framing effect that encourages action toward an existing goal by
stating how the adoption or non-adoption of a certain behavior will
affect that goal.

Internal Search

A type of consumer search that is the first stage to occur after the
consumer experiences problem recognition. It is a mental process of
recalling and reviewing information stored in memory that may relate
to the purchase situation.

Noncompensatory Decision Rules

Decision rules where good performance on one evaluative criterion
does not offset or compensate for poor performance on another
evaluative criterion of the brand.

Ongoing Search

A type of consumer search that is characterized as search activities
independent of specific needs or decisions; that is, it does not occur
in order to solve a recognized and immediate purchase problem.

Prepurchase Search

A typical form of consumer search associated within the purchasing
context; where the consumer has recognized a problem, then the
pre-purchase search would be engaged in.


The term used for shoppers visiting a brick and mortar store to see a
product in person, only to buy it from a rival online store,
frequently at a lower price.