Ch. 6 - Consumer Decision Flashcards
Consumer Behavior
Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decision and product use.
Consumer Decision-Making Process
A five-step process used by consumers when buying goods or services.
Need Recognition
Result of an imbalance between actual and desired states.
Want
Recognition of an unfulfilled need and a product that will satisfy it.
Stimulus
Any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing.
Internal Information Search
The process of recalling past information stored in the memory.
External Information Search
The process of seeking information in the outside environment.
Nonmarketing-Controlled Information Source
A product information source that is not associated with advertising or promotion.
Evoked Set (Consideration Set)
A group of brands resulting from an information search from which a buyer can choose.
Cognitive Dissonance
Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.
Involvement
The amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior.
Routine Response Behavior
The type of decision making exhibited by consumer 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 gather 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 buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information.
Showrooming
The practice of examining merchandise in a physical retail location without purchasing it, and then shopping online for a better deal on the same item.
Culture
The set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next.
Value
The enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct.
Subculture
A homogenous group of people who share elements of the overall culture as well as unique elements of their own group.
Social Class
A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.
Reference Group
All of the formal and informal groups in society that influence an individual’s purchasing behavior.
Primary Membership Group
A reference group with which people interact regularly in an informal, face-to-face manner, such as family, friends, and coworkers.
Secondary Membership Group
A reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional group, or religious group.
Aspirational Reference Group
A group that someone would like to join.
Norm
A value or attitude deemed acceptable by a group.
Nonaspirational Reference Group
A group with which an individual does not want to associate.
Opinion Leader
An individual who influences the opinions of others.
Socialization Process
How cultural values and norms are passed down to children.
Personailty
A way of organizing and grouping the consistencies 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 perceived
Real Self-Image
The way an individual actually perceives himself or herself.
Perception
The process by which people select, organize, and interpret stimuli into meaningful and coherent picture.
Selective Exposure
The process whereby a consumer notices certain stimuli and ignores others.
Selective Distortion
A process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs.
Motive
A driving force that causes a person to take action to satisfy specific needs.
Maslow’s Hierarchy of Needs
A method of classifying human needs and motivations into five categories in ascending order of importance: physiological, safety, social, esteem, and self-actualization.
Learning
A process that creates changes in behavior, immediate or expected, through experienced and practice.
Stimulus Generation
A form of learning that occurs when one response is extended to a second stimulus similar to the first.
Stimulus Discrimination
A learned ability to differentiate among similar products.
Belief
An organized pattern of knowledge that an individual holds as true about his or her world.
Attitude
A learned tendency to respond consistently toward a given object.
