Consumer Behavior Chapter 1 And 2

Front 1

Consumer Behavior

Back 1

Study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires - ongoing process, exchange, utility, hedonic

Front 2

Consumer

Back 2

Person who identifies a need or desire, makes a purchase, and then disposes of product during 3 stages of consumption process

Front 3

Customer Centric Marketing

Back 3

Emphasizes understanding and satisfying needs, wants, and resources of individual consumers and customers

Front 4

Corporate Social Responsibility

Back 4

A concept whereby organizations consider the interests of society by taking responsibility for the impact of their activities on customers, suppliers, employees, shareholders, communities, stakeholders, as well as environment

Front 5

Perception Process

Back 5

Perception is a three-stage process that translates raw stimuli into meaning. Stimuli, sensory receptors, attention, interpretation, response, perception

Front 6

Sensory Systems

Back 6

Vision, smell, sound, touch, taste

Front 7

Absolute Threshold

Back 7

Minimum amount of stimulation that can be detected on a sensory channel

Front 8

Differential Threshold

Back 8

Ability of sensory system to detect changes between two stimuli

Front 9

Weber's Law

Back 9

Amount of change that is necessary to be noticed (size, color, novelty)

Front 10

Subliminal

Back 10

Perception occurs when stimulus is below level of consumers' awareness

Front 11

Perceptual Vigilence

Back 11

Consumers are more likely to be aware of stimuli that relate to their current needs

Front 12

Perceptual Defense

Back 12

People see what they want to see and don't see what they don't want to see

Front 13

Adaptation

Back 13

Degree to which consumers continue to notice a stimulus over time

Front 14

Gestalt Psychology

Back 14

People derive meaning from totality of a set of stimuli

Front 15

Principle of Closure

Back 15

Consumers tend to perceive an incomplete picture as complete

Front 16

Principle of Similarity

Back 16

Consumers tend to group together objects that share similar physical characteristics

Front 17

Figure Ground Principle

Back 17

Where one part of stimulus will dominate while others recede into background

Front 18

Positioning

Back 18

Key concept of idea to be communicated to target market via elements of marketing mix. Identifying competitive advantage and unique selling proposition

Front 19

Perceptual Maps

Back 19

Marketing tool that evaluates the relative standing of competing brands along relevant dimensions of consumer perception.

Front 20

Customer Experience Management

Back 20

Meet customer needs and making sure customers are happy through customer experience