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74 Cards in this Set
- Front
- Back
consumer behavior
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processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use
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consumer decision-making process
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a five step process used by consumers when buying goods or services
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need recognition
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result of an imbalance between actual and desired states
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want
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recognition of an unfulfilled need and a product that will satisfy it
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stimulus
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any unit of input affecting one or more of the five senses; sight, smell, taste, touch, hearing
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internal information search
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the process of recalling past information stored in the memory
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external information search
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the process of seeking information in the outside environment
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nonmarketing-controlled information source
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a product information source that is not associated with advertising or promotion
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marketing-controlled information source
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a product information source that originates with marketers promoting the product
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evoked set (consideration set)
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a group of brands, resulting from an information search, from which a buyer can choose
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cognitive dissonance
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inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions
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involvement
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the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior
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routine response behavior
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the type of decision making exhibited by consumers buying frequently purchased, low cost goods and services; requires little search and decision time
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limited decision making
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the type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category
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extensive decision making
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the most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information
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culture
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the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next
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value
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the enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct
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subculture
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a homogeneous group of people who share elements of the overall culture as well as unique elements of their own group
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social class
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a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formall and informally, and who share behavioral norms
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reference group
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a group in society that influences and individuals purchasing behavior
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primary membership group
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a reference group with which people interact regularly in an informal, face to face manner, such as family, friends and coworkers
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secondary membership group
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a reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional group, or religious group
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aspirational reference group
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a group that someone would like to join
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norm
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a value or attitude deemed acceptable by a group
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nonaspirational reference group
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group with which an individual does not want to associate
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opinion leader
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an individual who influences the opinions of others
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socialization process
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how cultural values and norms are passed down to children
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personality
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a way of organizing and grouping the consistencies of an individual's reactions to situations
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self-concept
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how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self evaluations
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ideal self-image
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the way an individual would like to be
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real self-image
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the way an individual actually perceives himself or herself
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perception
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the process by which people select, organize, and interpret stimuli into a meaningful and coherent picture
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selective exposure
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the process whereby a consumers notices certain stimuli and ignores others
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selective distortion
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a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs
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selective retention
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a process whereby a consumer remembers only that information that supports personal beliefs
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motive
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a driving force that causes a person to take action to satisfy specific needs
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Maslow's heirarchy of needs
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a method of classifying human needs and motivations into five categories in ascending order of importance: physiological, safety, social, esteem, and self actualization
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learning
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a process that creates changes in behavior, immediate or expected, through experience and practice
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stimulus generalization
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a form or learning that occurs when one response is extended to a second stimulus similar to the first
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stimulus discrimination
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a learned ability to differentiate among similar products
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belief
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an organized pattern of knowledge that an individual holds as true about his or her world
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attitude
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a learned tendency to respond consistently toward a given objective
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decison making process
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1. need recognition
2. information search 3. evaluation of alternatives 4. purchase 5. post-purchase behavior |
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internal stimuli
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occurences you experience, such as hunger or thirst
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external stimuli
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influences from an outside source such as someone's recommendation of a restaurant, etc.
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two basic types of external information sources:
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1. nonmarketing controlled
2. marketing controlled |
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cutoffs
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either maximum or minimum levels of an attribute that an alternative must pass to be considered
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brand extensions
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a well known and respected brand name from one product category is extended into other product categories
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fully planned purchase
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when a person is buying an expensive or complex item
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partially planned purchase
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they know the product they want to buy but wait until they get to the store to choose a specific style or brand
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unplanned purchase
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where people buy on impulse
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3 categories of a buying decision
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1. routine response behavior
2. limited decision making 3. extensive decision making |
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level of involvement in purchase depends on:
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1. previous experience
2. interest 3. perceived risk of negative consequences 4. situation 5. social visibility |
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culture is...
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1. pervasive
2. functional 3. learned 4. dynamic |
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defining element of culture is ________
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values
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marketers are interested in social class for two reasons
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1. it indicates which medium to use for advertising
2. knowing which classes can help marketers determine where to best distribute their products |
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reference groups have three important implications
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1. serve as information sources and influence perceptions
2. affect an individual's aspiration levels 3. their norms either constrain or stimulate consumer behavior |
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the most important social institution for many consumers
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family
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suggest, initiate, or plant the seed for the purchase process
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initiators
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those members of the family whose opinions are valued
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influencers
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the family member who actually makes the decision to buy or not to buy
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decision maker
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the one who actually exchanges money for the product
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purchaser
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the one who actually uses the product
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consumer
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the minimum difference in a stimulus that the consumer will notice
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threshold level of perception
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sending advertising messages subconsciously to consumers
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subliminal perception
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physiological needs
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most basic human needs; shelter, food, water
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safety needs
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security and freedom from pain or discomfort
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social needs
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love and a sense of belonging; appeal to this most often
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self esteem needs
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include self respect and a sense of accomplishment
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self actualization needs
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finding self fulfillment and self expression, "people are what they feel they should be"
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occurs when an experience changes your behavior
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experiential learning
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not acquired through experience, second type of learning
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conceptual learning
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marketers rely on promotion to point out brand differences that consumers would otherwise not recognize
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product differentiation
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a set of beliefs about a particular brand
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brand image
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