Ch 6: Consumer Buying Behavior Flashcards
Define:
Consumer Buying Behavior
Buying behavior of people who purchase products for personal use and not for business purposes
What are the five steps of the Consumer Buying Decision Process?
- Problem Recognition
- Information Search
- Evaluation of Alternatives
- Purchase
- Postpurchase Evaluation
What are the three influences of the
Consumer Buying Decision Process?
Situational
Psychological
Social
# Define: Level of Involvement
An individual’s degree of interest in a product and the importance of the product for that person
Identify and Define the two types of involvement
Enduring Involvement: Ongoing and long term involvement
Situational: temporary and dynamic involvement
Define High and Low involvement Products
High: products that are visible to others and or are expensive
Low: products that tend to be less expensive and have less associated social risk
# Define: Routinized Response Behavior
The process used when buying frequently purchased, low-cost items that require little search-and-decision effort
# Define: Limited and Extended Problem Solving
Limited: The process that buyers use when purchasing products only occasionally or when they need information about an unfamiliar brand in a familiar product category
Extended: the process employed when purchasing unfamiliar, expensive, or infrequently bought products
# Define: Impulse Behavior
An unplanned buying behavior resulting from a powerful uge to buy something immediately
What happens in the Problem Recognition Stage
A buyer becomes aware of a difference between a desired state and an actual condition
What happens in the Information Search
Buyers search either internally or externally for information about the best products to get them to their desired state
# Define: Internal and External Search
Internal: Buyers search their memories for information about products that might solve their problems
External: Buyers seek information from outside sources (such as Personal contacts, Marketer-Dominated Sources, Independent Sources
What happens in the Evaluation of Alternatives Stage
You evaluate your Consideration (or evoked) set based on the evaluation criteria you create for it
# Define: Consideration (Evoked) Set
A group of brands/choices that the buyer views as alternatives for possible purchase
# Define: Evaluation Criteria
Identifying objective and subjective characteristics that are important to the buyer (attributes or factors)
# Define: Salience
How important is a specific attribute of a product?
# Define: Valence
How much of that attribute is available in a specific product?
What does it mean to Frame the Alternatives
Describing the alternatives and their attributes in a “certain manner” to make a particular characteristic appear mroe important especially to the
inexperienced buyer
What happens in the Purchase Stage
Choosing the brand or product to be bought based on the outcome of the evaluation stage
What happens in the postpurchase evaluation stage
Does the actual performance meet expectations
# Define: Cognitive Dissonance
aka Buyers Remorse
A buyer’s doubt shortly after a purchase about whether the decision was the right one
What makes up the Situational Influences that can effect the decision process
Physical Surroundings
Social Surroundings
Time
Purchase Reason
Buyer’s Mood and Condition
Environment of the Store
What makes up the psychological influences that can effect the decision process
Perception
Motives
Learning
Attitudes
Personality and Self concept
Lifestyles
What are the three aspects of Attitude
Cognitive- rational
Affective- Core emotional reaction
Behavioral- attitudes about how you do things and
what your patterns are
# Define: Perception
The process of selecting, organizing, and interpreting information inputs to produce meaning
# Define: Selective Exposure
The process of selecting inputs to be exposed to our awareness while ignoring others
Define:
Selective Distortion
An individual’s changing or twisting of information when it is inconsistent with personal feelings or beliefs
Define:
Selective Retention
Remembering information, inputs that support personal feelings and beliefs and forgetting inputs that do not
Define:
Maslow’s Hirearchy of Needs
The five levels of needs that humans are motivated to seek and satisfy, from most to least important are
Physiological needs
Safety needs
Social Needs
Esteem needs
Self-actualization needs
What make up the Social Influences of the buying decision process
Roles
Family Influences
Reference Groups
Opinion Leaders
Digital Networks
Social Class
Cultures and Sub-Cultures
# Define: Roles
Actions and activities that a person in a particular position is supposed to perform based on expectancies of the individual and surrounding persons
# Define: Reference Groups
Any Group that positively or negatively affects a person’s values attitudes or behavior
What are the three types of Reference Groups
Membership: you belong to
Aspirational: you want to belong to
Dissassociative: not wanting to belong to
