Basics Flashcards
perception
process of selecting, processing, organizing and interpreting sensations according to interests, needs and experiences of consumer ; 3 phases are feeling/exposure, attention, and interpretation
sensation
related to reaction of sensory receptors (eyes, ears, nose, mouth fingers) to external stimuli (light, sounds, smell, taste)
exposure and perception bias
sensitivity of individuals to stimuli (threshold level of acceptance of stimuli) and the way stimuli are processed into sensations
selective exposure
selective perception of stimuli and affected by experience (zapping to avoid commercial) and/or the fact that some consumers look for messages that he feels are pleasant, empathetic and reassuring
selective attention
awareness for the stimuli that meet their own needs, preferences towards certain media
adaptation
degree to which consumers continue to notice stimulus over time
attention
degree to which consumers focus on stimuli within their range of exposure
interpretation
meaning that people assign to sensations
priming
starting a process where some stimuli may evoke particular patterns
perceptual bias/ambiguity
occurs when a stimulus is not clearly perceived or is perceived badly or associated with different meanings
need
biological/physiological deficiencies and/or lack of personality, experience or environmental deficiency
absolute needs
arise independently from the others universal, fixed for everyone in the population
want
desire, wish, or aspiration
relative needs
arise from the social context, cannot be fully satisfied
low level need
fast moving consumer goods and consumer packaged goods
upper level need
specialty foods and wines, pleasure, reassurance, self-esteem, self-realization, social status
motivation
processes that cause people to behave as they do; induce the individual to undertake some actions or to act as they would like to; from a psychological perspective, occurs when a need is aroused the consumer wishes to satisfy
arousal theory
an optimal arousal level allows an individual to produce a state of well-being
stimulus
factor that triggers a reaction in the individual who activates a mechanism of homeostasis; so when the external stimulus emerges, a drive is generated aimed at restoring balance by suppressing the drive
normal state
stimuli state; search for stimulation such as breaking boredom
stimuli state
goal is looking for comfort and wellness, to reduce tensions
exploratory behavior
risk non-averse, innovative, variety (portfolio of brands), curiosity, recreational shopping
Stimulus
Factor that triggers a reaction in the individual who activated a mechanism of homeostasis; so when an external stimulus emerges, a drive is generated aimed at restoring balance by suppressing the drive
curiosity
form of persistent motivation, exploratory drive which does not decrease with the satisfaction of the need unlike to basic needs
values
belief about some desirable end-state that transcends specific situations and guides selection of behavior, more general than attitudes which are specific to situation
involvement
importance that consumers attribute to an object according to their needs, values, and interests; can range from simple processing to elaboration
attitude
individual’s tendency or predisposition to produce emotional, affective, behavioral responses affected by the family, social, or work environment regarding situations, groups, or goods
flexible prices
concern commodity prices (low differentiation products like grapes or table wines); creates price volatility especially when there is excess or shortage
stickier prices
based on cost of production; implies a control over price by the producer thanks to management of the supply and product differentiating; also stable because of supply control policies or strengthening identity and image of product
brand
name, term, sign, symbol or design (or combination) intended to identify the goods or services of one seller or group of sellers and to differentiate them from those competitors; wine brand identifies identity of wine in eyes of consumer
brand awareness
consumers associate the brand to knowledge, experiences, and emotions that are stored in his memory and facilitate purchasing process, reducing uncertainty
brand associations
plays a role in perception of quality; primary associations as intrinsic attributes such as nutrition facts, sensorial attributes, emotional, affective and hedonic values; secondary associations are network of relationships between primary associations (experiences, tourism, events)
brand equity
added value endowed on products and services which may be reflected in the way consumers think, feel and act with respect to the brand as well as company effort
collective brand
involves 2+ farms whose products are supplied on the market under a common brand while maintaining full managerial and economic autonomy; organic, biodynamic, vegan, geographical indication of origin
consortia
voluntary, non-profit associations promoted by the economic operators involved in the supply chains with the aim of protecting food production with a geographical indication
