Marketing Chapter 5

Front 1

Consumer Behavior

Back 1

Reflects totality of consumer’s decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by (human) decision making units (over time).

Front 2

Four Domains on Consumer Behavior

Back 2

1.Individual Difference (Psychological Core)
2.Environmental Influences
(Consumer’s Culture)
3.Process of making Decisions 4.Consumer Behavior Outcomes

Front 3

Steps in decision Making

Back 3

1. Problem Recognition
2. Information Search (External or Internal)
3. Alternatives Evaluation
4. Decision and Purchase
5. Purchase Evaluation (Satisfaction or dissatisfaction)

Front 4

Problem Recognition

Back 4

Occurs when consumer becomes aware of unfulfilled desire

Front 5

Information Search

Back 5

Consists of thinking through the situation, calling up experiences stored in memory, and seeking information from others.

Front 6

Purchase Decision and Purchase

Back 6

The buying choice after carefully weighing the alternatives followed by a financial commitment to make an acquisition.

Front 7

Purchase Evaluation

Back 7

The process of determining satisfaction or dissatisfaction after
the buying choice.

Front 8

Stimulate Problem Recognition

Back 8

Create new ideal state and create dissatisfaction with actual state and than position as solution to problem

Front 9

Information Search

Back 9

Internal- search memory for info on product

External- buyers seeks info from sources other than memory

Front 10

Level of involvement

Back 10

An individual’s intensity of interest in a product and importance of the product for that person.

Front 11

High Involvement

Back 11

Purchase involves complex and extensive decisions. Items are highly visible, expensive, and of high importance.

Situational- interest fades after making purchase

Enduring- ongoing and long term interest

Front 12

Passive and active learning

Back 12

Passive- when consumers do not search for information about low involvement purchases

Active Learning- occurs when substantial energy is devoted to thinking about and elaborating on information.

Front 13

Motivation

Back 13

An internal force that directs behavior toward the fulfillment of needs. Psychological needs develop during socialization

Front 14

Maslow's Hierarchy of Needs

Back 14

High level needs (Self actualization, esteem) emerge only after low level needs have been fulfilled (physiological and safety)

Front 15

Approach-Approach

Back 15

Two objectives are desired but consumer cannot have both

Front 16

Avoidance-Avoidance

Back 16

Consumer must choose between two undesirable alternatives

Front 17

Approach-Avoidance

Back 17

Consumer's goal has both positive and negative aspects

Front 18

What is necessary to reach consumers

Back 18

Exposure-consumer must come in contact with product

Attention- consumer must look at ad message

Perception- consumer must take in message

Front 19

Attention

Back 19

Selective, limited, capable of being divided

Front 20

Perception

Back 20

Process in which consumers pick up information through their senses, organize it, and assign it meaning

Front 21

Absolute Threshold

Back 21

Lowest level of stimulation between detecting something and nothing

Front 22

Differential Threshold

Back 22

Just noticeable difference, stimulation required to result in detection of change

Front 23

Weber's Law

Back 23

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

Front 24

Classical and Operant Conditioning

Back 24

Classical- people respond to the same stimulus in the same way

Operant- Use of reinforcement or punishment to shape behavior

Front 25

Attitude

Back 25

Psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor

Front 26

Components of attitude

Back 26

Cognitive- knowledge or information

Affective- feelings or emotion

Behavioral- actions regarding object or idea