Marketing Chapter 6

Front 1

Consumer behavior

Back 1

How consumers make decisions and how they use and dispose of goods and services

Front 2

Consumer decision making process

Back 2

1. Need recognition

2. Information search

3. Evaluation of alternatives

4. Purchase or non purchase

5. Post purchase behavior

Front 3

Need recognition

Back 3

Result if an imbalance between actual and desired states. Triggered by stimulus. Want---got gap.

Front 4

Stimulus

Back 4

Any input that effects one or more of the five senses.

Front 5

Internal stimulus

Back 5

Occurrences you experience (hunger)

Front 6

External stimulus

Back 6

Influence from an outside source. (Ads)

Front 7

Internal info search

Back 7

Based on past experience

Front 8

External info search

Back 8

Seeks info from others

Front 9

Non marketing controlled info source

Back 9

Not associated with marketers. Friends and family, public sources.

Front 10

Marketing controlled info source

Back 10

Biased towards a specific product because the marketer promotes the product. Mass media, sales and Internet.

Front 11

Evoked set

Back 11

Consumers preferred alternatives

Front 12

Piecemeal process

Back 12

Evaluation, examine alternative advantages and disadvantages along with important attributes

Front 13

Consumer decisions

Back 13

1. Whether to buy

2. When to buy

3. What to buy

4. Where to buy

5. How to pay

Front 14

Cognitive dissonance

Back 14

Inner tension a consumer has when they recognize they have inconsistent behavior and values. Try and justify decision to decrease dissonance

Front 15

Consumer decision category

Back 15

Routine response, limited decision, extensive decision.

1. Level of involvement

2. Length of time to decide

3. Cost

4. Degree of info search

5. Number of alternatives

Front 16

Involvement

Back 16

Amount if time and effort the consumer put in

Front 17

Routine response behavior

Back 17

Low involvement. Spend little time in search and decision.

Front 18

Limited decision making

Back 18

Based on past experience. Usually deciding brands

Front 19

Extensive decision making

Back 19

When buying an unfamiliar expensive product. Requires high involvement

Front 20

Level of involvement depends on...

Back 20

Previous experience, interest, risk, social visibility

Front 21

Product involvement

Back 21

Product has personal relevance

Front 22

Situational involvement

Back 22

Consumer perceives risk in the situation

Front 23

Shopping involvement

Back 23

Personal relevance of shopping process

Front 24

Culture

Back 24

Values, norms, attitudes that shape human behavior from generation to the next. Most important consumer factor

Front 25

Value

Back 25

Belief that specific conduct is preferable to another

Front 26

Subculture

Back 26

Homogeneous group of people who share overall culture as well as unique elements of their own group

Front 27

Reference group

Back 27

All the groups that influence buying behavior of an individual

Front 28

Primary membership group

Back 28

People interactive regularly in an informal face to face setting

Front 29

Secondary membership group

Back 29

Less consistent and more formal. (Clubs)

Front 30

Aspirational reference group

Back 30

Group you would like to join

Front 31

Non aspirational reference group

Back 31

An individual does not want to participate in (biker gang)

Front 32

Opinion leader

Back 32

A person in the community who influences others

Front 33

Socialization process

Back 33

Passing down of cultural norms and values to children

Front 34

Individual influences

Back 34

Gender, age, personality, self concept and lifestyle

Front 35

Personality

Back 35

Reactions to situations. Psychological makeup and environmental forces.

Front 36

Self concept

Back 36

How consumer sees themselves

Front 37

Ideal self image

Back 37

How we would like to perceived

Front 38

Real self image

Back 38

How we actually perceive ourselves

Front 39

Perception

Back 39

How we see the world around us

Front 40

Selective exposure

Back 40

Consumer notices certain stimuli and ignores others

Front 41

Selective distortion

Back 41

A consumer changes info that conflicts with their feelings/beliefs

Front 42

Selective retention

Back 42

A consumer remembers only the info that supports their belief

Front 43

Maslow's hierarchy of needs

Back 43

Physiological needs (hunger)

Safety needs (security)

Social needs (love)

Esteem needs (status)

Self actualization needs (self development)

Front 44

Experiential learning

Back 44

Learn from an experience

Front 45

Conceptual learning

Back 45

Based upon reasoning

Front 46

Stimulus generalization

Back 46

One response is extended to a second stimulus simular to the first

Front 47

Stimulus discrimination

Back 47

Learned ability to differentiate among similar products

Front 48

Attitude

Back 48

Respond consistently toward a given object