Chapter 3 Flashcards
Define purchase decision process
Stages that a buyer passes through when making choices about which products or services to buy.
What are the 5 stages of the purchase decision process
- problem recognition
- information search
- evaluation of alternatives
- purchase decision
- post purchase behavior
Describe the problem recognition stage of the purchase decision process
- the initial step in the purchase decision, occurs when a person realizes that the difference between what they have and what they would like is big enough to actually do something about it
Describe the information search stage of the purchase decision process
- after recognizing a problem, customers begin to search for information about what product or service might satisfy the Newley discovered need
- May do an internal search: where they scan their own memory for knowledge or previous experiences, or they may do an external search (look at personal sources like friends, public sources like product rating organizations, and marketer dominated sources like information from sellers)
Describe the evaluation of alternatives stage of the purchase decision process
- looking at a customers evaluative criteria: the objective and subjective attributes used to compare different products and brands
- an evoked set is the group of brands that a customer would consider acceptable from among all the brands in the product class of which the customer is aware
Describe the purchase decision stage of the purchase decision process
Need to choose brand. from whom to buy, and when to buy
Describe post purchase behaviour
- after buying a product, the customer compares it with their expectations and is either satisfied or dissatisfied
Describe cognitive dissonace
bought one thing but thinking should i have purchased the other - post purchase tension or anxiety
- customers may seek information to confirm their choice by asking friends questions like what do you think of my new smartphone or reading ads of brands you chose, or look for negative features about the brand you didn’t buy
Describe involvement
Personal, social, and economic significance of a purchase to the consumer.
–> depending on the involvement a customer has they may or may not engage in the five step purchase decision process
- ex. choosing toothpaste is low involvement, choosing car is high involvement
High involvement purchases have one of what 3 characteristics
- expensive
- Bought infrequently
- reflects one social image
Describe routine problem solving
- for products like salt and milk - customers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives
Describe limited problem solving
- low customer involvement but significant percieved differences among brands
- rely more on past experiences
Describe extended problem solving
- each of the 5 stages of the customer purchase decision process is used in the purchase, including considerable time and effort spent on an external information search and identifying and evaluating alternatives.
- several brands are in the evoked set, and these are evaluated on many attributes
Define customer touchpoints
A marketer’s product, service, or brand points of contact with a customer from start to finish in the purchase decision process.
Define a customer journey map
A visual representation of all the touchpoints a customer comes into contact with before, during, and after a purchase.
What are the 5 situational influences that can impact the purchase decision process
- the purchase task - the reason for engaging in the decision in the first place (ex. whether it is a gift, or for own use)
- Social surroundings - people present when a decision is made
- Physical surroundings - decor, music, etc
4.Temporal effects - such as time of day or the amount of time available
- Antecedent states - consumers mood or amount of cash in hand
Define motivation
Energizing force that stimulates behavior to satisfy a need
What is Maslow’s hierarchy of needs - he argues that people take care of lower level needs first and then are motivated to satisfy their higher level needs
- physiological needs - basic to survival and must be satisfied first
- safety needs - involves self preservation and physical well being
- social needs - concerned with love and friendships
- esteem needs - need for achievement, status, prestige, and self respect
4.self actualization needs - involve personal fulfillment
Define personality
A person’s character traits that influence behavioral responses.
- personality characteristics are often revealed in a persons self concept, which is the way people see themselves and the way they believe others see them (self concept vs, ideal self concept)
Define perception
Process by which someone selects, organizes, and interprets information to create a meaningful picture of the world
Define selective perception
Filters the information so that only some of it is understood or remembered or even available to the conscious mind
Define selective exposure
This occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent
–> often occurs in the post purchase stage of the customer decision process, when customers read advertisements for the brand they just bought
–> also occurs when a need exists, you are more likely to see a McDonalds advertisement when you are hungry rather than after you ate pizza
Define selective comprehension
involves interpreting information so that it is consistent with your attitudes and beliefs
ex. believing snow pup is a toy and not a good snow blower
Describe selective retention
Customers do not remember all the information they see, read, or hear, even minutes after exposure to it
Define percieved risk
Anxiety felt when a consumer cannot anticipate possible negative outcomes of a purchase. - but believes that there may be negative consequences
- the greater the percieved risk, the more extensive the external search is likely to be
Define learning
Behaviors that result from repeated experience or reasoning. - customers learn which sources to use for information about products or services etc.
Describe behavioral learning
process of developing automatic responses to a type of situation built up through repeated exposure to it
–> 4 variables central to how people learn from repeated experiences:
- drive = need such as hunger that moves individual to action
- cue = stimulus or symbol that one perceives
- response - action taken to satisfy the drive
- reinforcement = the reward (if don’t like then that is negative reinforcement)
Describe stimulus generalization
This is when a response brought about by one stimulus is generalized to another stimulus.
ex. using the same brand name to launch new products is a common application.
Customers familiar with one product will transfer their feelings to others that seem similar, whether similarity is in a brand name or in the shape and color of the packaging
Describe stimulus discrimination
The ability to perceive differences among similar products.
- customers may do this easily with cars, but in many cases like low involvement purchases, advertisers work to point out the differences
Describe cognitive learning
- learning without direct experience - through thinking, reasoning, and mental problem solving
–> involves making connections between two or more ideas or simply observing the outcomes of others behaviors and adjusting your own accordingly
Brand loyalty is the result of what type of enforcement
Positive enforcement
Define an attitude
- Tendency to respond to something in a consistently favourable or unfavourable way.
- learned predisposition to respond to an object or class of objects in a consistently favourable or unfavourable way
How do personal values affect attitudes
By influencing the importance assigned to specific product attributes or features
define beliefs
Consumer’s perceptions of how a product or brand performs.
- based on personal experience, advertising, and discussions with other people.
Marketers use what three approaches to try to change customer attitudes towards brands and products
- Changing beliefs about the extent to which a brand has a certain attribute
- Changing the percieved importance of attributes
- Adding new attributes to the product
Define psychographics
The analysis of customer lifestyles
What is lifestyle
A way of living that reflects how people spend their time and resources, what they consider important in their environment, and how they think of themselves and the world around them
Define customer behaviour
Actions a person takes when purchasing and using products and services
What is VALS
A psychographic system that identifies eight categories of adult lifestyles based on a persons self orientation and resources
What is self orientation
The patterns of attitudes and activities that help a person reinforce their social self image
What are the psychological influences on customer behavior
motivation and personality, perception, learning, values, beliefs, and attitudes, and lifestyle
What are socio cultural influences on customer behavior
- evolve from a customers formal and informal relationships with other people,
–> include personal influence, reference groups, family, culture, and subculture
Describe opinion leaders
Individuals who have social influence over others.
Define buzz marketing
brand becoming popular as a result of people talking about it to friends and neighbors
What is product seeding
This is hiring people to talk up a brand to others
what is viral marketing
The online version of word of mouth - includes the use of messages that customers pass along to others through online forums, social networks, etc.
Sociologist Thorsten Veblen used what term to describe the acquisition of luxury goods and services
Conspicuous consumption - a way to publicly display wealth and economic power to others
What is a reference group
A group of people who influence a person’s attitudes, values, and behaviour.
–> they have important influence on the purchase of luxury products but not of necessitates!
What is a membership group
A group to which a person actually belongs
What is an aspiration group
One that a person wishes to be a member of or wishes to be identified with
What is a dissociative group
One that a person wishes to maintain a distance from because of differences in values or behaviors
What is consumer socialization
the process by which people acquire the skills, knowledge, and attitudes necessary to function as a customer
ex. children learn how to purchase by interacting with adults in purchasing situations
Describe the family life cycle
A family’s progression from formation to retirement, with each phase bringing distinct needs and purchasing behaviours.
Describe culture
A set of values, ideas, and attitudes that are learned and shared among the members of a group.
Define subcultures
Subgroups within a larger culture that have unique values, ideas, and attitudes.
Describe cross cultural analysis
Study of similarities and differences among consumers in two or more societies.
A societies values represent what
socially preferable modes of conduct or states of existence that tend to persist over time
ex. McDonalds not selling cow meat because cow is sacred
Describe customs
Norms and expectations about the way people do things in a specific country or culture.
ex. Japanese consider slurping their food good
Define cultural symbols
Objects, ideas, or processes that represent a particular group of people or society
Define back translation
Retranslating a word or phrase back into the original language by a different interpreter to catch errors.
