Ch. 5 Consumer Decision Making Flashcards
Consumer Behaviour
how consumers make purchase decisions and how they use and dispose of purchased goods or services; also includes the factors that influence purchase decisions and product use
Consumer Decision-making Process
a five-step process used by consumers when buying goods or services
Need Recognition
the result of an imbalance between actual and desired states
Stimulus
any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing
Want
a particular product or service that will satisfy a need
Internal Information Search
the process of recalling information stored in one’s memory
External Information Search
the process of seeking information in the outside environment
Nonmarketing-controlled Information Source
a product information source that doesn’t originate from the company(ies) making the product
Marketing-controlled Information Source
a product information source that originates with marketers promoting the product
Evoked Set (consideration set)
a group of the most preferred alternatives resulting from an information search, which a buyer can further evaluate to make a final choice
Decision Confirmation
the reaffirmation of the wisdom of the decision a consumer has made
Cognitive Dissonance
the inner tension that a consumer experiences after recognizing an inconsistency between behaviour and values or opinions
Involvement
the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behaviour
Routine Response Behaviour
the type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time
Limited Decision Making
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
Extensive Decision Making
the most complex type of consumer decision making, used when considering the purchase of an unfamiliar, expensive product or an infrequently purchased item; requires the use of several criteria for evaluating options and more time for seeking information
Culture
the set of values, norms, attitudes, and other meaningful symbols that shape human behaviour and the artifacts, or products, of that behaviour as they are transmitted from one generation to the next
Value
the enduring belief shared by a society that a specific mode of conduct is personally or socially preferable to another mode of conduct
Subculture
a homogeneous group of people who share elements of the overall culture and also have their own unique cultural elements
Social Class
a group of people who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioural norms
Reference Group
a group in society that influences an individual’s purchasing behaviour
Primary Membership Groups
groups with which individuals interact regularly in an informal, face-to-face manner
Secondary memberships Groups
groups with which individuals interact less consistently and more formally than with primary membership groups
Aspirational Reference Groups
groups that an individual would like to join
Norms
the values and attitudes deemed acceptable by a group
Nonaspirational Reference Groups (dissociative groups)
groups that influence our behaviour because we try to maintain distance from them
Opinion Leader
an individual who influences the opinions of others
Socialization Process
the passing down of cultural values and norms to children
Personality
a way of organizing and grouping the consistency of an individual’s reactions to situations
Self-concept
how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self-evaluations
Ideal Self-image
the way an individual would like to be
Real Self-image
the way an individual actually perceives themself to be
Lifestyle
a mode of living as identified by a person’s activities, interests, and opinions
Psychological Factors
tools that consumers use to interact with their world, recognize their feelings, gather and analyze information, formulate thoughts and opinions, and take action
Perception
the process by which people select, organize, and interpret stimuli into a meaningful and coherent picture
Selective Exposure
the process whereby a consumer decides which stimuli to notice and which to ignore
Selective Distortion
a process whereby consumers change or distort information that conflicts with their feelings or beliefs
Selective Retention
a process whereby consumers remember only information that supports their personal feelings or beliefs
Motives
driving forces that cause a person to take action to satisfy specific needs
Maslow’s Hierarchy of Needs
a method of classifying human needs into five categories in ascending order of importance: physiological, safety, social, esteem, and self-actualization
Learning
a process that creates changes in behaviour, immediate or expected, through experience and practice
Belief
an organized pattern of knowledge that an individual holds as true about their world
Attitude
a learned tendency to respond consistently toward a given object
