Marketing 101 Test 2 Part 2

Front 1

Consumer Behavior

Back 1

Psychology, sociology, social psychology, cultural anthropology, economics

Front 2

Psychology

Back 2

study of the individual

Front 3

Sociology

Back 3

study of groups

Front 4

Social Psychology

Back 4

study of individuals within a group

Front 5

Cultural Anthropology

Back 5

traditions and cultures

Front 6

Economics

Back 6

how people spend resources and make decisions to maximize satisfaction

Front 7

Stage 1: Problem Recognition

Back 7

Actual state - where you are at any point in time; desired state - where you want to be

Front 8

Stage 2 - Information Search

Back 8

Internal vs. External

Front 9

Internal Search

Back 9

Scanning your memory, previous experience, something frequently used

Front 10

External Search

Back 10

Actively looking for information;
3 conditions: when past experience or knowledge is insufficient, when risk of making a bad decision is high, when cost of search is low

Front 11

Primary Sources of External Information

Back 11

Personal sources, public sources, market-dominated sources

Front 12

Stage 3 - Alternative Evaluation

Back 12

Assessing value, clarifying the problem

Front 13

Clarifying the Problem

Back 13

3 Steps: suggesting criteria to use to make decision, brand name/options, what to each of the brand names give value

Front 14

Step 4 - Purchase Decision

Back 14

Buying value; choices - buy, not buy; unplanned purchases

Front 15

Stage 5 - Post-purchase behavior

Back 15

Value in consumption or use; compare experience to expectations

Front 16

Confirmation

Back 16

when experience and expectations meet

Front 17

Positive Disconfirmation

Back 17

when experience exceeds expectations

Front 18

Negative disconfirmation

Back 18

when experience fails to exceed expectations

Front 19

Cognitive Dissonance

Back 19

post-purchase tension or anxiety (buyers regret)

Front 20

Ways to alleviate cognitive dissonance

Back 20

ask for approval; 1-800 numbers after purchase

Front 21

Involvement

Back 21

the level of perceived personal importance and/or intrest evoked by a stimulus within a specific situation

Front 22

High involvement Purchases

Back 22

Expensive, has serious personal consequences, could reflect ones social image

Front 23

Impact on Consumer decision Making

Back 23

Extensive information search, consideration set large, form attitudes

Front 24

Low involvement purchases

Back 24

habitual

Front 25

Routine Problem Solving

Back 25

about 50% of all purchase occasions

Front 26

Limited Problem Solving

Back 26

about 38% of purchase occasions

Front 27

Extended Problem Solving

Back 27

12% of purchase situations

Front 28

Situation Influences

Back 28

Can impact level of involvement;
Purchase task, social surroundings, physical surroundings, time, antecedent states

Front 29

Psychological Influences

Back 29

Motivation, personality, perception, perceived risks

Front 30

Motivaiton

Back 30

drive, desire

Front 31

Personality

Back 31

refers to a person's consistent behavior or responses to recurring situations

Front 32

Perception

Back 32

process by which an individual selects and interprets information to create a meaningful picture of the world

Front 33

Selective Exposure

Back 33

filter exposure to be consistent with beliefs (purchase Honda, notice more Honda's)

Front 34

Selective distortion

Back 34

take something and change meaning to be consistent with your beliefs

Front 35

Selective retention

Back 35

Only remember things that are relevant to you

Front 36

Sublinal Perception

Back 36

Unaware of perceptions going on around you

Front 37

Sublinal Perception

Back 37

Unaware of perceptions going on around you

Front 38

Perceived Risk

Back 38

the negative anxieties felt because consumer cannot anticipate outcomes of purchase

Front 39

Examples of negative consequences

Back 39

Financial, safety, performanc

Front 40

Strategies to reduce risk and encourage purchase

Back 40

Seals of approval, endorsements, free trials, extensive warranties and guarantees

Front 41

Experimental Learning

Back 41

Modeling, vicarious learning

Front 42

Behavioral Learning

Back 42

AUtomatic Responses, stimulus generalization, stimulus discrimination

Front 43

Stimulus Generalization

Back 43

Geared toward similar responses, allows for brand line extension, allows for copy-cat branding

Front 44

Stimulus Discrimination

Back 44

When you can tell the difference between two stimuli

Front 45

Cognitive Learning

Back 45

Involves thinking/problem solving

Front 46

Values

Back 46

enduring beliefs that a specific mode of conduct is personally or social preferable over another mode

Front 47

Beliefs

Back 47

Organized patterns of knowledge that an individual holds true about his/her world

Front 48

Attitudes

Back 48

learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way

Front 49

AIO

Back 49

Activities, intrest, opinions

Front 50

Psychographics

Back 50

study of lifestyles

Front 51

Sociocultural Influences

Back 51

Opinion leadership, word of mouth

Front 52

Reference Group

Back 52

people you look to as a basis for self-appraisal or as a source of personal standards

Front 53

Bachelors and young singles

Back 53

nondurable items

Front 54

Young married without children

Back 54

furniture, housewares, gifts

Front 55

Young married with children

Back 55

home furnishings and purchases driven by children's needs

Front 56

Single Parents

Back 56

convenience foods, child care, personal care items

Front 57

Middle aged couples with children

Back 57

leisure products and home improvement items

Front 58

older married and unmarried

Back 58

vacation trips, gifts for younger relatives, medical services