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.
