Chapter 18 Flashcards
Affective performance
the emotional response that owning or using the product or outlet provides
Brand loyalty
biased, behavioral response expressed over time by a decisions making unit with respect to one or more alternative brands out of a set of such brands that is a function of psychological processes
Churn:
turnover in a firm’s customer base
Committed customer
has an emotional attachment to a brand or firm
Consumer-to-consumer sale:
when one consumer sells a product directly to another with or without the assistance of commercial intermediary
Consumption guilt
occurs when negative emotions or guilt feelings are aroused by the use of a product or a service
Customer loyalty programs:
programs designed to generate repeat purchases
E-Waste
electronic waste such as cell phone, personal computers and various other personal electronic devices
Innovativeness:
consumer using a product in a new way
Instrumental Performance:
the physical functioning of the product
Net Promoter Score
measure the percentage of a firm’s customer base left after subtracting the firm’s detractors
Post purchase dissonance
doubt or anxiety a consumer reaction after making a difficult, relatively permanent decision
Product nonuse:
when a consumer actively acquires a product that is not used or used only sparingly relative to potential use
Relationship marketing
an attempt to develop ongoing, expanding exchange relationship with a firm’s customer
Repeat Purchasers:
continue to buy the same brand though they do not have an emotional attachment to it
