CH 6 -- Consumer Behavior Flashcards
Consumer Behavior
Process through which buyers make purchase decisions
Culture
Values, Beliefs, preferences, and tastes handed down form one generation from the next
Subcultures
Groups with their own distinct modes of behavior
Reference Groups
People or institutions whose opinions are valued and to whom a person looks for guidance in his or her own behavior, values, and conduct, such as a spouse, family friends or celebrities
Opinion Leaders
Trendsetters who purchase new products before others in a group and then influence others in their purchase
Need
Imbalance between consumer’s actual and desired states
Motive
Inner state that directs a person toward the goal of satisfying a need
Maslow Hierarchy of Needs
Physiological Safety Belonging Esteem Self-Actualization
Perception
Meaning that a person attributes to incoming stimuli gathered through the five senses
Perceptual Screens
The mental filtering processes through which all inputs must pass
Subliminal Perception
the subconscious receipt of incoming information
Attitudes
Person’s enduring favorable or unfavorable evaluations, emotions or action tendencies toward some object or area
Learning
Knowledge or skill acquired as a result of an experience, which changes consumer behavior
Shaping
The process for applying a series of rewards as reinforcements to permit more complex behavior to evolve
Self-Concept
Person’s multifaceted picture of theirself
