9990 · 2.3.1
Consumer decision-making flashcards
Revision flashcards for Cambridge 9990 Consumer decision-making (syllabus 2.3.1). Flip, recall, then mark a real past-paper question.
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Five stages of consumer decision-making?
Problem recognition → information search → evaluation of alternatives → purchase decision → post-purchase evaluation.
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High-involvement purchase?
Expensive, risky, or self-expressive — extensive search and careful evaluation (e.g. car, university).
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Low-involvement purchase?
Routine, cheap, low risk — minimal search, habit or impulse (e.g. toothpaste, snacks).
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Internal vs external search?
Internal = memory/recall; external = reviews, friends, advertising, in-store comparison.
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Post-purchase dissonance?
Cognitive discomfort after expensive purchase — seek reassurance that choice was correct (Festinger).
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Link to 2.3.2?
Low-involvement decisions rely more on heuristics; high-involvement uses systematic processing.
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What is the first stage of the consumer decision-making model?
Problem/Need Recognition. This occurs when a consumer perceives a significant difference between their current state and a desired or ideal state, triggering the decision process.
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Define 'cognitive dissonance' in a consumer context.
Post-purchase psychological discomfort or anxiety. It arises when a consumer holds conflicting beliefs about their purchase, often questioning if they made the right choice, especially after a high-involvement decision.
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What is 'involvement' in consumer psychology?
The level of perceived personal importance and/or interest evoked by a purchase. It determines the amount of cognitive effort a consumer will expend on the decision-making process.
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Give an example of a high-involvement purchase and a low-involvement purchase.
High-involvement: Buying a car, choosing a university, or booking a major holiday. Low-involvement: Buying a daily newspaper, a bar of chocolate, or a bottle of milk.
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What are the two main types of information search in the decision-making process?
Internal search (retrieving information from one's own memory and past experiences) and External search (seeking information from outside sources like friends, family, online reviews, and marketing).