Ch 05 Flashcards
Motivation
the energizing force that stimulates behavior to satisfy a need.
Personality
a person’s consistent behaviors or responses to recurring situations.
Perception
the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
Subliminal perception
involves seeing or hearing messages without being aware of them.
Learning
behaviors that result from (1) repeated experience and (2) reasoning.
attitude
a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
Beliefs
a consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
Opinion leaders
individuals who exert direct or indirect social influence over others.
Reference groups
people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.
Consumer socialization
the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.
Social class
the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.
Subcultures
subgroups within the larger, or national, culture with unique values, ideas, and attitudes.
3 variations of the consumer purchase decision process
routine, limited, and extended problem solving.
Women make ? %of new car buying decisions and influence ? % of decisions
60; 84%
5 stages of the purchase decision process
Problem Recognition- Perceiving a need Information Search- Seeking value Alternative Evaluation- Assessing value Purchase Decision- Buying value Post-purchase Behavior- Consuming/ using value
Cognitive Dissonance is displaced in
Postpurchase Behavior
Consumer Purchase Decision Process
Problem recognition Information search Alternative evaluation Purchase decision Postpurchase behavior
Sociocultural Influences
Personal influence Reference groups Family influence Social class Culture and subculture
Psychological Influences
Motivation Personality Perception Learning Values, beliefs, and attitudes Lifestyle
Situational Influences
Purchase task Social surroundings Physical surroundings Temporal effects Antecedent states-moods or momentary conditions
Hierarchy of Needs
Self-Actualization Needs Personal Needs Social Needs Safety Needs Physiological Needs
Personality
refers to a person’s consistent behaviors or responses to recurring situations
Selective Perception
the filtering process of exposure, comprehension, and retention by the human brain to organize and interpret information.
Strategies to Reduce Perceived Risk
Obtain Seals of Approval Secure Endorsements Provide Free Trials/Samples Give Extensive Instructions Provide Warranties/Guarantees
Learning behaviors result from
(1) repeated experience and
(2) reasoning
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR LEARNING
Stimulus Generalization
Stimulus Discrimination
VALUES, ATTITUDES AND BELIEFS
What is the first stage in the consumer purchase decision process?
Problem recognition- perceiving a need
The brands a consumer considers buying our of the set of brands in a product class of which the consumer is aware are collectively called the ?
Consideration set
What is the term for post purchase anxiety?
Cognitive dissonance
The problem with the Toro Snow Pup was an example of selective ?
Comprehension- consumers perceived the name to mean that Snow Pup was too light to do serious snow removval
What three attitude change approaches are most common?
1 Change beliefs about the extent of which a brand has certain attributes
2 Change the perceived importance of these attributes
3 add new attributes to the produuct
What does lifestyle mean?
Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them
what are the two primary forms of personal influence?
1 Opinion leadership
2 Word of mouth
Marketers are concerned with which types of reference groups?
1 associative groups- actually belongs
2 aspiration groups- wish to be a member of
2 dissociative groups- distance from
What two challenges must marketers overcome when marketing to Hispanic consumers
1 diversity of nationalities
2 language barrier cisinterpretation
