Adv. Chap 3 & 4 Flashcards
A wide spectrum of things that affect are derived from or form the context of human consumption
Consumer Behavior
Consumer Decision Making Process
- Need Recognition
- Information Search and Altern Evaluation
- Purchase
- Post - purchase use and evaluation
The feeling of douibt and concern after a purchase is made.
Cognitive dissonance
Dissonance increases..
Purchases price is high Many close alternatives Item is intangible Purchase is important Item purchase last a long time
Modes of consumer decision Making
Extended problem solving
Limited Problem Solving
Habit or Variety Seeking
Brand Loyalty
Conscious commitment to find same brand each time purchase
Brand Loyalty
Overall evaluation of an object person or issue on continuum = like/ dislike; positive or negative
Attitude
Summary evaluation that reflect preferences for various products and services
Brand Attitude
Small number of key belief. Five of nine form the critical determinant of attitudes
Salient Beliefs
__________ group of brands that are focal point of decision effort
Consideration Set
_______ _____ attributes consumers use to compare brands
Evaluation Criteria
____ ______ ______ strongly- he;d beliefs to make efficient decisions
Cognitive Consistency Impetus
____ _____ are large number of ads causes overload
Advertising clutter
_______ ______ when most ads are ignores because they do not fit consumer’s need state
Selective Attention
A subgroup of a larger market chosen as the focal point for a marketing or advertising campaign
Target market
