Consumer decision-making: แบบฝึกหัด

In the study of consumer decision-making, which model suggests that consumers make choices to achieve a level of satisfaction that is "good enough" rather than optimal, typically because of limitations in time or information?

In the context of consumer decision-making models, identify and define the term satisficing.

Explain how the "double-card" manipulation used in the study by Hall et al. (2010) demonstrates the phenomenon of choice blindness in a consumer context.

A consumer refuses to buy a highly-rated smartphone because it looks similar to a cheap model they once owned that broke quickly. Compare how the representativeness heuristic and the availability heuristic provide different explanations for this specific biased decision.

(a) Explain the difference between System 1 and System 2 thinking in the context of consumer decision-making.
(b) Describe the procedure used by Hall et al. (2010) in their investigation of choice blindness during the taste testing of jam.
(c) Evaluate the study by Hall et al. (2010) in terms of its ecological validity, providing one reason why it may be considered high and one reason why it may be limited.

(a) Describe the procedure and the results of the study by Hall et al. (2010) regarding choice blindness in a consumer context. [3]

(b) Explain how the findings from Hall et al. (2010) challenge the utility theory of consumer decision-making. [2]

(c) Distinguish between compensatory and non-compensatory strategies used by consumers when evaluating products. [3]