Marketing Chapter 5 : Consumer Decision Making

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Consumer Behavior

Back 1

Processess a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use.

Front 2

Consumer decision-making process

Back 2

A five-step process used by used by consumers when buying goods or services.

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Need Recognition

Back 3

Result of an imbalance between actual and desired states.

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Stimulus

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Any unit of input affecting one or more of the five sense: sight, smell, taste, touch, and hearing

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Want

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Recognition of an unfulfilled need and a product that will satisfy it.

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Internal information search

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The process of recalling past information stored in the memory.

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External information search

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The process of seeking information in the outside environment.

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Nonmarketing-controlled information source

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A product information source that is not associated with advertising or promotion.

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Market-controlled information source

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A product information source that originates with marketers promoting the product.

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Evoked set (consideration set)

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A group of brands, resulting from an information search, from which a buyer can choose.

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Cognitive dissonance

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Inner tension that a consumer experiences after recognizing an inconsistency between behavior and value or opinions.

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Routine response behavior

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The type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time.

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Limited decision making

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The type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category.

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Extensive decision making

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The most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for options and much time for seeking information.

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Culture

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The set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to another.

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Value

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The enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct.

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Subculture

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A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.

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Social Class

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A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioural norms.

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Reference Group

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A group in society that influences an individual's purchasing behavior

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Opinion leader

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An individual who influences the opinions of others

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Socialization process

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How cultural values and norms are passed down to children.

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Personality

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A way of organizing and grouping the consistencies of an individual's reactions to situations.

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Self-concept

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How consumer perceive themselves in terms of attitudes, perceptions, beliefs, and self-evaluations.

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Ideal self-image

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The way an individual would like to be

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Real self-image

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The way an individual actually perceives himself or herself.

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Lifestyle

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A mode of living as identified by a person's activities, interests, and opinions.

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Perception

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The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture.

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Selective exposure

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The process whereby a consumer notices certain stimuli and ignores others.

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Selective distortion

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A process whereby a consumer notices changes or distorts information that conflicts with his or her feelings or beliefs.

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Selective Retention

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A process whereby a consumer remembers only that information that supports his or her personal beliefs.

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Motive

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A driving force that causes a person to take actions to satisfy specific needs.

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Maslow's Hierarchy of Needs

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A method of classifying human needs and motivations into five categories in ascending order of importance: physiological, safety, social, esteem, and self-actualization.

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Learning

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A process that creates changes in behavior, immediate or expected, through experience and practice.

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Belief

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An organized pattern of knowledge that an individual holds true about his or her world.

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Attitude

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A learned tendency to respond consistently toward a given object.

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Involvement

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The amount of time and effort a buyer invests in the search, evaluation, and decision process of consumer behavior.