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72 Cards in this Set
- Front
- Back
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Consumer Behaviour
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The process individuals or groups go through to select, purchases, use and dispose of goods
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3 Main types of ‘effort’ continuum
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1. Extended Problem Solving- e.g. new car 2.Limited Problem Solving- e.g. new trainers 3,Habitual Problem Solving- e.g. cereal
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Involvement
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The relative importance of perceived consequences of the purchase to a consumer
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Perceived Risk
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The belief that choice of a product has potentially negative consequences, whether financial, physical, and/or social
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Problem Recognition
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The process that occurs whenever the consumer sees a significant difference between his current state of affairs and some desired or ideal state; this recognition initiates the decision-making process.
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Purchase momentum
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where consumers buy more as needs are satisfied (spending spree).
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Information Search
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The Process whereby a consumer searches for appropriate information in order to make a reasonable decision.
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Search Engine optimization
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Systematic process of ensuring that firms is a top hit from typical search phrases
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Behavioural Targeting
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the marketing practice by which marketers deliver advertisements for predicting a consumer is looking for by watching what the consumer does online.
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Evaluative Criteria
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the dimensions consumers use to compare competing product alternatives.Marketers must understand which criteria consumers use, and which are more or less important. This allows them to point out brands superiority based on the most important criteria’s defined.
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Heuristics
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A mental rule of thumb that leads to a speedy decision by simplifying the process. This most commonly is associated with brand loyalty.
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Brand Loyalty
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A pattern of repeat product purchases, accompanied by an underlying positive attitude toward the brand, based on the belief that the brand makes products superior to those of it competition
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Post-purchase Evaluation
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The evaluation of the product results in a level of consumer satisfaction/dissatisfaction. This refers to the overall feelings, or attitude a person has about a product after purchase.
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Cognitive dissonance
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is the anxiety or regret a consumer may feel after choosing from among several similar attractive choices.
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Perception
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the process by which people select, organise and interpret information from the outside world. How sensations are selected, organized, and interpreted.“The process through which individuals are exposed to stimuli, attend to those stimuli and comprehend them” (Mowen and Minor, 1997)
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Exposure
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the extent to which a person’s sensory receptors are capable of registering a stimulus
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Sensory Threshold
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The degree to which people notice a stimulus that is within range of their sensory receptors.
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Absolute threshold
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the minimum amount of stimulation that can be detected on a sensory channel
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Differential Threshold (Just Noticeable Difference)
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The minimum change in a stimulus that can be detected.
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Attention
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the extent to which a person devotes mental processing to a particular stimulus
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Interpretation
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the process of assigning meaning to a stimulus based on prior associations we have made or currently make about it
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Motivation
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an internal state that drives us to satisfy needs.
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Hierarchy of needs
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an approach that categorizes motives according to five levels of importance start with the most basic at the top
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Values
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a “belief” that some condition is preferable to its opposite
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Learning
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a change in behaviour caused by information or experience
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Experiential
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when experience changes your behaviour
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Conceptual
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learned but not through direct experience
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Behavioural learning
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These theories focus on how consumer behaviour is affected by changes in external events or stimuli.
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Classical Conditioning
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a learning process that occurs when two stimuli are repeatedly paired: a response which is at first elicited by the second stimulus is eventually elicited by the first stimulus alone.
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Stimulus Generalisation
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tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses.
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Stimulus Discrimination
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the process that occurs when behaviors caused by two stimuli are different, as when consumers learn to differentiate a brand from its competitors
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Operant Conditioning
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Learning that occurs as the result of rewards or punishment
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Positive reinforcement
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where a reward is delivered following a response
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Negative reinforcement
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where a negative outcome is avoided by not performing a response
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Punishment reinforcement
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where a response is followed by unpleasant events
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Cognitive Learning
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Theory of learning that views people as “problem solvers” who actively use information from the world around them to master their environment
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Observational Learning
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Occurs when people witness the actions of others and recall the effects
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Consumer Memory
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a vast personal store of knowledge about products, services, shopping and consumption experiences
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Decay
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This is where structural changes in the brain causes loss of memory
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Retroactive
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new memories interfere with old memories
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Proactive
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old memories make it hard to recall newer memories
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Nostalgia
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where the past is viewed with both sadness and longing.
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Attitude
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a lasting evaluation of a person, object, or issue. This compromises of three main components Affect, Behaviour and Cognition(ABC).
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Affect
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the feeling component. the overall emotional response a person has to a product
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Cognition
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the knowing component. the beliefs or knowledge a person has to a product and its important characteristics
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Behaviour
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the doing component. a consumers intention to do something, such as purchase or use product.
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Personality
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the set of unique psychological characteristics that consistently influences the way a person responds to situations in the environment.
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Self-concept
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A individuals self-image and attitude towards themselves
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Age group
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Goods and services often appeal to a specific age group and thus a variety of marketing strategies are used
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Lifestyle
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The pattern of living that determines how people choose to spend their time, money, and energy that reflects their values, tastes, and preferences.
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Psychographics
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The use of psychological, sociological, and anthropological factors to construct market segments
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Situational Influences
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concerned with when, where, and how consumers shop and how this affects their purchase choices.
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Physical Environment
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The environment strongly influences peoples moods and behaviours
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Time
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Marketers know that the time of day, the season of the year, and how much time a person has to make a purchase affects decision making
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Time poverty
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consumers belief that they are more pressed for time than ever before
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Social Influences
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Although we are individuals, we can be categorised into groups that influence our buying decisions. Trends within the larger society affect the consumer decision-making process.
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Culture
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Accumulation if shared meanings, rituals, norms and traditions among members of an organisation or society and determines overall priorities a consumers attaches to different activities and products
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Subculture
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Group within a society whose members share a distinctive set of beliefs, characteristics, or common experiences
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Micro cultures
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groups of consumers who identify with a specific activity or art form. eg. skateboarding, world of Warcraft, online poker
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Social Class
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The overall rank or social standing of groups within a society according to the value assigned to factors such as family background, education, occupation, and income
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Status symbol
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Visible Markers that provide a way for people to flaunt their membership in higher social classes
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Group Influence
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In many cases when in a groups, individual exhibit more willingness to consider riskier alternatives
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Reference Group
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a set of people a consumer wants to please or imitate. They have a significant effect on a individuals evaluations, aspirations or behaviour
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Stimulation selection factors
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size, colour, position, novelty
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Factors leading to adaptation
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Intensity, duration, discrimination, exposure, relevance
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Nulclear family
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mum, dad, children
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Extended family
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3 generations incl. grandparents, aunts, uncles and cousins
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The sandwich generation
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middle aged people looking after kids and parents simultaneously
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Autonomic decision
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one family member chooses a product
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Syncretic decision
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involve both partners
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Household Decision Roles
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Influencer, User, Buyer, Decider, Gatekeeper
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AIDA
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Attention, Interest, Desire, Action
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