Ch3/5 Flashcards
Consumer Behavior
Processes and activities which people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy needs and desires.
Stages of the consumer decision-making process
Need recognition, information search, alternative evaluation, purchase decision, post-purchase evaluation.
Selective Perception
The number and complexity of marketing stimuli that a consumer is exposed to requires filtering. The filtering is called selective perception which may occur within all four stages of the perception process.
Selective perception process
- Selective exposure
- selective attention
- selective comprehension
- selective retention
Selective exposure
Occurs as consumers choose whether or not to make themselves available to information.
Determined by sensory inputs (marketing stimuli to achieve psychological reactions)
Selecting information
Individuals generally focus on stimuli that are relevant to his or her needs.
Mnemonics
Symbols, rhymes, associations, and images that can assist in a consumers learning and memory process.
Benefit bundles
Functional benefits
experiential benefits
performance benefits
Integration process
The ways in which product knowledge meanings and beliefs are combined to evaluate two or more Alternatives
analysis of the integration process focuses on the different types of integration rules or strategies used by consumers to decide among purchase alternatives.
Formal decision rules
Require examination and comparison of alternatives on specific attributes
Simplified decision rules or heuristics
- Easy to use an adapt to environmental situation
- price or promotion based
- Affect referral decision rule-selection based on overall impression or summary evaluation
Cognitive dissonance
A feeling a psychological tension or post-purchase doubt a consumer experiences after making a difficult purchase choice.
Likely to occur when consumer has to choose between two clothes alternatives.
Reference group for group decision making
Used to guy consumers purchase decision, even when a group is not present is a reference group.
Target market vs. Target audience
Target market- the group of consumers toward which an overall marketing program is directed.
Target audience- a group of consumers within the target market for which the advertising campaign is directed.
Demographic vs. Psychographic
Psychographic- values, lifestyle, personality, culture, social class
Demographic- gender, age, race, life stage, birth era, household size, marital status
The communication process
Source/sender-the company advertising
encoding-the message the ad is trying to convey
Channel message-how the ad is delievered
decoding-the Recieved message (how the ad was interpreted)
Receiver-target audience
AIDA model
Developed to represent the stages through which a salesperson must take a consumer in the personal selling process.
Attention, interest, desire, and action. The action stage being closing the sale.
Information processing model
Assume that the receiver in a persuasive communication situation is an information processor or problem solver.
The Dagmar approach
Define Advertising Goals for Measuring Advertising Results
Recognition that communication affects are the Logical basis for advertising goals and objectives against which success or failure should be measured.
Advertising goal/communication task stages
Awareness
Comprehension
Conviction
Action
Behavioral objectives
Link between attitude toward the brand (communication objective) and sales (marketing objective) l
Brand awareness, brand recognition, and brand recall
Brand awareness- consumer knows about the brand
brand recognition- consumer recognizes brand
brand consumer remembers brand
