Marketing Chapter 6

Front 1

Consumer Behavior:
Based in three disciplines?

Back 1

1. Psychology-what goes on inside heads.
2. Sociology-groups.
3. Cultural Anthropology-impact of cultures on consumer behavior.

Front 2

Buyer Behavior:
Stimulus

Back 2

You see an add and buy the product

Front 3

Buyer Behavior:
Marketing Mixes + other stimuli--> black box--> Response

Back 3

We as consumers are the black box. we process the responses but dont really know what goes on inside

Front 4

Buyer Behavior:
Model of buyer behavior

Back 4

-Emotional Buyers-impulse
-Economic Buyers-logical, rational, decission making.

Front 5

Psychological (intra-personal) Variables

Back 5

1. Motivation
2. Perception
3. Learning
4. Attitudes and beliefs
5. Personality/Lifestyles (psychographics)

Front 6

Psychological variable: Motivation
Needs

Back 6

Basic forces that lead to some action by the consumer

Front 7

Psychological variable: Motivation
PSSP Hierarchy of Needs

Back 7

1. Physical Needs
2. Safety Needs
3. Social Needs
4. Personal Needs

Front 8

Psychological variable: Motivation
Wants

Back 8

Needs that are learned during a person's life.

Front 9

Psychological variable: Motivation
Drive

Back 9

Strong internal stimulus that encourages action to reduce needs.

Front 10

Psychological variable: Motivation
Benefits

Back 10

Satisfy needs and wants.
Come from the product characteristics.

Front 11

Psychological variable: Perception
Selective Process:
Selective Exposure

Back 11

Our eyes and minds seek out and notice only info that interests us.

Front 12

Psychological variable: Perception
Selective Process:
Selective Perception

Back 12

We block out ideas that conflict with previously learned attitudes and beliefs.

Front 13

Psychological variable: Perception
Selective Process:
Selective Retention

Back 13

Remember only what we want to remember.

Front 14

Psychological variable: The Learning Process:

Back 14

Drive-->Clues-->Response

Response through reinforcement back to clues.

Front 15

Other learning concepts:
Attribution theory

Back 15

There is a reason things happen:
You cant sleep at night--you take night quil--you can sleep--you attribute your sleep to the night quil.

Front 16

Other learning concepts:
Involvement concept

Back 16

How important a purchase is

Front 17

Lifestyles-Psychographics:
AIO

Back 17

Activities, Interests, Opinions

Front 18

Lifestyles-Psychographics:
VALS2

Back 18

Values and Lifestyles
Self Orientation-how people see themselves.
Resources-money

Front 19

Consumer Risks:
Functional

Back 19

The product you buy wont perform the way you thought it would.

Front 20

Consumer Risks:
Financial

Back 20

You pay too much for some thing or dont get your moneys worth

Front 21

Consumer Risks:
Psychosocial

Back 21

May not be using the product the right way

Front 22

Social influences: Reference Groups
Groups:
Opinion Leaders

Back 22

Membership-group your in.
Aspirational-group you want to be in.
Dissociative-dont want to be in.
Opinion leaders we want their opinion.

Front 23

Social (inter-personal) Influences

Back 23

1. Family
2. Reference Groups
3. Social Class
4. Culture

Front 24

Consumer Risks:Social Class
Determinants

Back 24

-occupation, income, education, possessions, affiliations

Front 25

Consumer Risks:Social Class
Status incongruence

Back 25

Some people may rank in one class but not others

Front 26

Consumer Risks:Social Class
Conspicuous Consumption

Back 26

People consume products they want others to see them consuming

Front 27

Purchase situation

Back 27

Purchase reason
Time
Surroundings

Front 28

Problem solving process

Back 28

1. Need Awareness
2. Information on alternatives
3. Evaluating alternatives
4. Decision
5. Post-purchase evaluation

Front 29

Problem solving process:Decision
Routinized response behavior

Back 29

When a customer regularly selects a particular way of satisfying a need.

Front 30

Problem solving process: Decision
Limited problem solbing

Back 30

Some effort is required in deciding the best way to satisfy a need.

Front 31

Problem solving process: Decision
Extensive problem solving

Back 31

Much effort put into solving a need

Front 32

Problem solving process: Post Purchase evaluation:
Dissonance

Back 32

A feeling of uncertainty that the correct decision was made

Front 33

Adoption Process

Back 33

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. Confirmation

Front 34

Adoption Process:

Back 34

The steps individuals go through on the way to accepting or rejecting a new idea.

Front 35

Adoption Process:
Awareness

Back 35

Potential Customer knows about product but doesnt have details

Front 36

Adoption Process:
Interest

Back 36

Customer gathers info about product

Front 37

Adoption Process:
Evaluation

Back 37

Customer applies product to his situation

Front 38

Adoption Process:
Trial

Back 38

Buy product to experiment

Front 39

Adoption Process:
Decision

Back 39

Adoption or rejection of product.

Front 40

Adoption Process:
Confirmation

Back 40

Adopter searches for reinforcement on their decision.

Front 41

Consumer Behavior International

Back 41

Same factors are present
Interact in different ways
Avoid stareotypes
Watch for change

Front 42

Problem Solving Process: Information on alternatives:
Evoked Set

Back 42

The handful of choices that come into mind at the time of making a specific purchase.

Front 43

Problem Solving Process: Information on alternatives:
Consideration Set

Back 43

The set of items a customer thought about purchasing before making a choice.