Purchase And Buyer Behavior Test 2

Front 1

interpretation

Back 1

an ongoing process by which customers make sense of or determine the meaning of important aspects of the physical and social environment as well as their own behaviors and internal affective states

Front 2

exposure

Back 2

a customers contact with information in the environment

Front 3

intentional exposure

Back 3

occurs when customers purposefully search for information relevant to a goal or problem they have (buyer readiness stage)

Front 4

accidental exposure

Back 4

occurs when customers unexpectedly encounter marketing information in their environments (billboards, tv, commercials)

Front 5

selective exposure

Back 5

customers tendency to avoid exposure (political campaigns, controversial issues)

Front 6

marketers can facilitate intentional exposure by (3)

Back 6

1) elaborate product brochures or extensive internet links
2) well-trained salespeople
3) in-store demonstrations (free samples)

Front 7

marketers can maximize accidental exposure

Back 7

1) increase the number of ads within an area
2) locate retail outlets in high-traffic areas
3) place products in movies and tv shows

Front 8

attention

Back 8

is focusing on information that is relevant to important goals and values

Front 9

three types of attention

Back 9

1) preconscious
2) focal
3) selective

Front 10

preconscious attention

Back 10

highly automatic, largely unconscious selection of certain stimuli for simple cognitive processing

Front 11

focal attention

Back 11

a controlled, conscious level of attention that focuses cognitive processes on relevant or prominent stimuli in the environment

Front 12

selective attention

Back 12

the process by which customers select information in the environment to interpret

Front 13

factors influencing attention

Back 13

-affective state
- involvement
- environmental prominence

Front 14

comprehension

Back 14

the cognitive processes involved in interpreting and understanding concepts, events, objects, and persons in the environment

Front 15

comprehension is used to: (3)

Back 15

- construct meanings

- form knowledge structures that represent relevant concepts, objects, behaviors, and events

- activate relevant knowledge structures (schemas and scripts)

Front 16

inferences

Back 16

beliefs or knowledge that are not based on information directly present in the environment

Front 17

inferences are heavily influenced by:

Back 17

consumer's knowledge that is activated during comprehension

Front 18

factors influencing comprehension

Back 18

- knowledge in memory
- involvement
- exposure in environment

Front 19

aspects of the cognitive system

Back 19

1. interpretation involves interactions between knowledge in memory and information
2. activated knowledge influences how consumers attend to information and comprehend its meaning
3. consumers can consciously attend to and comprehend only small amounts of information at a time
4. much attention and comprehension processing occurs quickly and automatically with little or no conscious awareness

Front 20

attitudes

Back 20

overall evaluation of a concept represented as general feelings of favorability or unfavorabily

Front 21

the goal of the ____ process is to analyze the personal relevance of the concept and determine whether it is favorable or unfavorable

Back 21

integration

Front 22

whether a given attitude will affect interpretation or integration processes depends on its ___ in memory

Back 22

accessibility

Front 23

factors that weaken behavioral intentions- observed behavior relationships

Back 23

1. intervening time
2. different levels of specificity
3. unforeseen environmental event
4. unforeseen situation context
5. degree of voluntary control
6. stability of intentions
7. new information

Front 24

salient beliefs

Back 24

beliefs at a particular time and in a specific context
- beliefs that you activate
- what matters and what doesn't

Front 25

brand equity

Back 25

a strong, positive, brand attitude based on favorable meanings and beliefs that are accessible in memory

Front 26

brand equity measures:

Back 26

- substitutability- willing to buy another brand if necessary

- repeat purchase rate- how often do we buy the same brand

- concentration- do we buy all the time or change it up?

- demand elasticity- does brand preference change based on price?

Front 27

acquisition of brand equity

Back 27

- build by ensuring that the brand actually delivers positive consequences and by consistently advertising these important consequences
- borrow by extending a positive brand name to other products
- buy by purchasing brands that already have equity

Front 28

extensive decision making

Back 28

- usually involves a substantial amount of search behavior
- involves several choice decisions and substantial cognitive and behavorial effort
- likely to take rather long periods

Front 29

limited decision making

Back 29

- amount of effort ranges from low to moderate
- involves less search for information than extensive decision making
- choices typically are carried out fairly quickly

Front 30

routinized choice behavior

Back 30

- requires very little cognitive capacity or conscious control
- a previously learned decision plan is activated from memory and carried out relatively automatically to produce the purchase behavior

Front 31

3 learning processes

Back 31

1. classical conditioning
2. instrument or operant conditioning
3. vicarious learning

Front 32

classical conditioning

Back 32

process by which a neutral stimulus becomes capable of eliciting a response because it was repeatedly paired with a stimulus that naturally causes the response

Front 33

instrument or operant conditioning

Back 33

process of altering the probability of a behavior being emitted by changing the consequences of the behavior

Front 34

vicarious learning (model)

Back 34

processes by which people change their behavior because they observed the actions of other people and the consequences that occurred

Front 35

classical conditioning learns to...

Back 35

associate an unrelated stimulus with a particular behavioral response that has previously been elicited by a related stimulus

Front 36

classical conditioning key points

Back 36

1. can be accomplished not only with unconditioned stimuli, but also with previously conditioned stimuli
2. classically conditioned behaviors are controlled by stimuli that occur before the behavior
3. behaviors influenced by classical conditioning are assumed to be under the control of the autonomic nervous system (involuntary)
4. affective responses often follow the principles of classical conditioning

Front 37

operant conditioning

Back 37

learns to associate a stimulus with a response when given a reinforcement for responding to the stimulus

Front 38

operant conditioning emphasis

Back 38

reinforcement; dependence of outcome on learner's actions

Front 39

operant conditioning key points

Back 39

1. under the conscious control of the individual
2. although classically conditioned behaviors are elicited by stimuli that occur before the response, operant behaviors are emitted because of the consequences that occur after the behavior
3. operant conditioning has occurred when the response hierarchy is changed
4. if neutral consequences occur repeatedly, the response will diminish if frequency (extinction)

Front 40

reinforcement schedules

Back 40

the rate at which rewards are offered

Front 41

discriminative stimuli

Back 41

the mere presence or absence of certain stimuli can change the probabilities of behavior

Front 42

shaping

Back 42

a process of arranging conditions that change the probailiities of certain behaviors not as ends in themselves, but to increase the probabilities of other behaviors

Front 43

problem recognition

Back 43

(buyer readiness stage) customer sees a significant difference between the current state of affairs and some desired state of affairs

Front 44

extensive problem solving

Back 44

buying behavior exhibited by customers who are considering a purchase in an unfamiliar category

Front 45

characteristics of extensive problem solving

Back 45

- need for substantial information and time to choose
- fewer expectations
- attention is less guided
- less apt to be involuntarily interrupted
- uses only three to four attributes in the evaluation
- relies more on brand recognition than on attributes

Front 46

limited problem solving

Back 46

buying behavior exhibited by customers when they are confronted by a new brand in a familiar category

Front 47

characteristics of limited problem solving

Back 47

- developed hierarchy for the category of brands
- product hierarchy controls the consumer's search, attention, memory utilization, and choice
- characterized by considerable information seeking and time to choose

Front 48

routine problem solving

Back 48

buying behavior exhibited by customers when they are confronted by familiar brands in a familiar product category, and already have formed an evoked set of the familiar brands

Front 49

characeristics of routine problem solving

Back 49

- characterized by little or no info seeking and quick problem solving
- evoked set of brands well developed
- brands tend to be more standardized and there are few product changes compared to limited
- price and availability are more likely to produce product shifts

Front 50

external search

Back 50

the process where a customer searches for appropriate information to make a reasonable decision

Front 51

evaluation of alternatives

Back 51

an assessment on salient criteria compared to alternatives

Front 52

choice

Back 52

selection of a preferred brand and outlet

Front 53

post purchase evaluation

Back 53

reflection on the purchase decision