Consumer Behavior

Front 1

marketing concept

Back 1

The concept that successful marketing is finding what consumers need and want and delivering satisfaction better than competitors

Front 2

societal marketing concept

Back 2

consumers sometimes respond to immediate needs or wants instead of what's best for the long term

Front 3

marketing segmentation

Back 3

Breaking the market into different segments based on similar needs or characteristics

Front 4

market targeting

Back 4

choosing a market segment to pursue

Front 5

positioning

Back 5

differentiating your product in the minds of your customers, make a distinct image

Front 6

consumer value

Back 6

Ratio between perceived benefits and resources to obtain these

Front 7

customer satisfaction

Back 7

expectations of product compared to actual performance

Front 8

narrowcasting

Back 8

method to send people customized market segments for advertisements

Front 9

consumer making decision

Back 9

involves input (external influences), process (consumer decision making), and output (repeat purchase?)

Front 10

portable people meters

Back 10

PDA size devices people carry to monitor all media programming and advertisement exposure

Front 11

consumer value

Back 11

Ratio between perceived benefits and resources to obtain these

Front 12

customer satisfaction

Back 12

expectations of product compared to actual performance

Front 13

consumer panels

Back 13

members keep track of recording purchases / media viewing habits then sell 'em

Front 14

narrowcasting

Back 14

method to send people customized market segments for advertisements

Front 15

motivational researcher

Back 15

believe that consumers aren't always consciously aware why they make decisions

Front 16

consumer making decision

Back 16

involves input (external influences), process (consumer decision making), and output (repeat purchase?)

Front 17

projective techniques

Back 17

tool to tap into underlying motives , tests with ambiguous stimuli - finish this sentence etc

Front 18

portable people meters

Back 18

PDA size devices people carry to monitor all media programming and advertisement exposure

Front 19

Zaltman Metaphor Elicitation Technique

Back 19

uses visual images to assess consumers' deep and subconscious thoughts about products, services, and marketing stuff

Front 20

consumer panels

Back 20

members keep track of recording purchases / media viewing habits then sell 'em

Front 21

looking-in research

Back 21

search key phrase threads about their product, blogs, social media etc

Front 22

motivational researcher

Back 22

believe that consumers aren't always consciously aware why they make decisions

Front 23

projective techniques

Back 23

tool to tap into underlying motives , tests with ambiguous stimuli - finish this sentence etc

Front 24

Zaltman Metaphor Elicitation Technique

Back 24

uses visual images to assess consumers' deep and subconscious thoughts about products, services, and marketing stuff

Front 25

looking-in research

Back 25

search key phrase threads about their product, blogs, social media etc

Front 26

validity

Back 26

if it collects appropriate data to answer the question

Front 27

reliability

Back 27

the same results would come if it was replicated

Front 28

continuous innovation

Back 28

a product that doesn't disrupt, ex. new version of Micro. Office

Front 29

dynamically continuous innovation

Back 29

more disruptive than continuous but doesn't change behavioral patterns , new product or modification of existing ex. MP3 player

Front 30

discontinuous innovation

Back 30

requires consumers to adopt new behavioral patterns ex. airplanes, the Internet

Front 31

relative advantage

Back 31

degree customers think a new product is superior to an old. ex cell phones vs beeper

Front 32

adoption process

Back 32

awareness, interest, evaluation, trial, adoption(rejection)

Front 33

inept set vs inert vs evoked set

Back 33

inept - inferior
inert - okay, but not positive so don't want it
evoked - considered brands

Front 34

compensatory vs non-compensatory

Back 34

compensatory - makes a score to compare brands; non eliminates choice if it doesn't have something

Front 35

conjunctive decision rule

Back 35

consumer makes a minimally acceptable level as a cutoff point for an attribute - if it's below it it's eliminated

Front 36

disjunctive rule

Back 36

a number that if it's above the product is accepted

Front 37

lexicographic decision rule

Back 37

ranks attributes in terms of perceived relevance or importance , pick the highest scorer "Excelled in at least one attribute:

Front 38

affect referral decision rule

Back 38

use the best overall rating

Front 39

heuristic

Back 39

consumers develop shortcut decision rules

Front 40

Maslow’s Heirarchy of needs

Back 40

Physiological needs->safety & security ->social needs -> ego needs(status) -> self-actualization (fulfillment)

Front 41

trio of basic needs

Back 41

power, affiliation(acceptance) , achievement

Front 42

optimum stimulation levels

Back 42

– linked with willingness to take risk, try new products
-sensation seeking – need for varied and complex sensations, will take risk for this

Front 43

need for cognition

Back 43

people high in this are more responsive to an ad rich in product description

Front 44

compulsive consumption

Back 44

abnormal behavior, an addiction

Front 45

social self-image vs ideal social self-image

Back 45

how consumers feel others see them vs how they want them to

Front 46

Weber's law

Back 46

the stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as different

Front 47

Gestalt psychology

Back 47

we organize simuli into perceptual organization

Front 48

figure and ground - making it stick out. louder/softer -

Back 48

- making it stick out. louder/softer than others , product placement

Front 49

grouping

Back 49

ex. group tea with a warm room and fire, make nice connotations with your product

Front 50

closure

Back 50

humans like to complete things, so advertising you need to complete

Front 51

halo effect

Back 51

base your opinion on just one thing, ex The dog is cute so it won't bite

Front 52

SERVQUAL

Back 52

to measure gap between expectations and reality
-outcome dimension – focuses on the reliable delivery of the core serive
-process dimension – how the core service is delivered (employee’s kindness)