CH 4 Flashcards
Process in which consumers make a choice based on how they think the product will make them feel.
Affective choice
The individuals a consumer would like to emulate.
Aspirational reference group
Process that involves the use of general attitudes and summary impressions.
Attitude-based choice
Process in which consumers select a product based on attribute-by-attribute comparisons across brands.
Attribute-based choice
An organized pattern of knowledge that an individual holds true about their world.
Belief
A specialized, non-geographically bound communitybased on a structured set of social relationships among admirers of a brand.
Brand community
Marketing to organizations that acquire goods and services in the production of other goods and services that are then sold or supplied to others.
Business-to-business (B2B) marketing
The group of people within an organization who are involved in a purchase decision.
Buying center
The mental conflict that people undergo when they acquire new information that contradicts their beliefs or assumptions.
Cognitive dissonance
When demand for one product occurs because of demand for a related product.
Derived demand
The brands or products a person will evaluate as options for the solution of a particular consumer problem. Also known as a consideration set.
Evoked set
