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60 Cards in this Set
- Front
- Back
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Process that individuals or groups go through to select, purchase, use and dispose of products to satisfy needs and wants |
Consumer Behavior |
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Behavior Sciences |
Psychology Sociology |
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Consumers are economic buyers means... |
know facts, logical decisions/rational behavior, value driven |
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Economic needs that guide behavior |
Cost (time, money, effort) Benefits (convenience, dependability, function) |
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Decision Making Process |
1. Problem recognition (need) 2. Information search 3. Evaluation of alternatives 4. Product choice 5. Post purchase evaluation
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Problem Solving Levels |
Extended/Extensive Limited Habitual/Routine |
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Extended/Extensive Level of Problem Solving |
New/important items High effort Extensive comparisons
ex. car, computer |
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Limited Level of Problem Solving |
Some effort Previous experience |
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Habitual/Ritual Level of Problem Solving |
Considerable experience Low involvement purchases No effort for new information
ex. pens, milk |
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Product Choice Issues |
Heuristics Brand loyalty Experience |
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Heuristics |
using some type of information in substitution for the evaluation process; a "short cut"; assumptions
ex. German cars are better cars; High price means good quality |
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Postpurchase Results |
Satisfaction Dissatisfaction Dissonance |
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Dissonance |
Tension caused by uncertainty; Not completely sure the right decision was made; Search for additional information for support |
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Influences on Consumer Decision Making |
Internal influences (psychological) Social influences (sociological) Situational influences |
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Internal Influences |
Perception Attitudes Learning Motivation Personally Age Group Lifestyle |
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Psychological Influences |
Needs Wants Drives |
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Basic forces that motivate behavior, requirements for living; more than just physical |
Needs |
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Learned solutions of needs, vary by culture |
Wants |
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Stimulus that encourages action on such want/need |
Drive |
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Process of organizing/interpreting information received via the five senses |
Perception |
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3 Steps of Perception |
1. Exposure 2. Attention 3. Interpretation |
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Internal drive to satisfy needs; goal directed behavior |
Motivation |
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Maslow's Hierarchy |
5 Levels of needs: Physiological (bottom tier) Safety Belongingness Ego needs Self Actualization (top tier)
Must be satisfied in order starting at the lowest level |
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Learning: Physical reaction based Classical conditioning Operant conditioning (rewards/punishments)
ex. Pavlov's dog |
Behavioral learning |
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Learning is caused by: |
change in behavior, acquisition and retention of knowledge |
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Learning: Problem solving Observational learning Putting together information to get an answer |
Cognitive learning |
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Barriers to learning |
Selective Processes |
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See what we want to see |
selective exposure |
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screen out conflicting messages; disregard unclear information |
selection perception |
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remember what we want |
selection retention |
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Marketing goal of beliefs/attitudes |
to change/influence/create attitudes |
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components of beliefs/attitudes |
Affect Behavior Cognition |
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How one feels about something |
affect |
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what one knows about something |
cognition |
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what one does with the information&feeling he/she has collected |
behavior |
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unique characteristics of an individual; influence personal response to situations |
personality |
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personality traits |
Innovativeness Materialism Self Confidence Sociability Need for cognition Risk taking |
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Consumers buy products that reflect their personalities;
Match personality with product attributes |
Self Concept |
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Gender Roles |
Societal expectations Proper roles Behavior Social activity Sex-typed products (appeal to male vs female) |
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Stages of Family Life Cycle |
Young single Young married Young married with children Older married Seniors |
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stages of life that consumers go through |
family life cycle |
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pattern of living determines how consumers choose to spend time/money/energy |
lifestyle |
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lifestyle preferences |
Activities Interests Options |
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grouping of consumers according to psychological and behavioral similarities |
psychographics |
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psychographics are based on |
age groups lifestyles personalities income level |
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VALS |
"Values, Attitudes, and Lifestyles"
system for categorizing people |
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situation influences |
reason time physical environment availability |
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social influences |
family culture subculture social class group membership |
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decision making roles |
purchaser influencer joint decisions |
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The values, beliefs, customs, and tastes of a large group; Typically considered a society; Varies internationally |
culture |
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culture is defined by |
rituals myths values gender roles |
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emerging cultural trends |
Environmental concerns (green marketing, sustainability) Consumerism Freedom of information Freedom of choice |
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A sub-group within a culture with common beliefs, characteristics or experience |
subculture |
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examples of subcultures |
Sports fans Students Ethnic Urbanites Senior citizens Religious organizations Environmentalists |
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ranking of individuals within society |
social class |
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social class rankings are based on |
income education occupation family background |
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categories of social class groupings |
upper upper middle middle lower middle lower |
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change in beliefs or behavior in reaction to group pressure |
conformity |
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methods of c2c e-commerce |
online games chat rooms social networks blogs |
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individual able to influence the attitudes/behaviors of others; expertise |
opinion leaders |
