Chapter 3: Consumer behavior Flashcards
Consumer behavior
study of when, where, and how people buy things and then dispose of them.
search advertisting
ads that appear on the Web pages you pull up after doing an online search.
Stages in the Buying Process
- need recognition, 2. search for product info, 3. product evaluation, 4. product choice and purchase, 5. postpurchase use and evaluation, 6. disposal of the product
evaluative criteria
certain characteristics that are important to you (price, size, number, color, compartments, etc.)
Postpurchase dissonance
“buyer’s remorse”; situation in which consumers rethink their decisions after purchasing products and wonder if they made the best decision.
planned obsolescence
deliberate effort by companies to make their products obsolete, or unusable, after a period of time
impulse buying
purchasing a product with no planning or forethought
low-involvement products
products that carry a low risk of failure and/or have a low price tag for a specific individual or group making the decision
routine response behavior
when consumers make automatic purchase decisions based on limited information or information they have gathered in the past
high-involvement products
carry a high risk to buyers if they fail, are complex, or have high price tags
extended problem solving
purchasing decisions in which a consumer gathers a significant amount of information before making a decision
limited problem solving
consumer already has some information about a good or service but continues to search for a bit more information
atmospherics
physical aspects of the selling environment retailers try to control
personality
describes a person’s disposition as other people see it
Big Five Traits
Openness - how open you are to new experiences.
Conscientiousness: how diligent you are.
Extraversion: how outgoing or shy you are.
Agreeableness: how easy you are to get along with.
Neuroticism: how prone you are to negative mental states.
self-concept
how you see yourself
ideal self
how you would like to see yourself
chronological age
actual age in years
cognitive age
how old you perceive yourself to be
psychographics
combines the lifestyle traits of consumers (single/married, wealthy/poor, well-educated/high-school dropout) and their personality styles with an analysis of their attitudes, activities, and values to determine groups of consumers with similar characteristics.
motivation
inward drive we have to get what we need
perception
how you interpret the world around you and make sense of it in your brain.
selective perception
process of filtering out information based on how relevant it is to you
selective retention
process whereby a person retains information based on how well it matches their values and beliefs.
shock advertising
advertising designed to startle people so as to get their attention.
subliminal advertising
advertising that is not apparent to consumers but is thought to be perceived subconsciously by them.
learning
refers to the process by which consumers change their behavior after they gain information or experience with a product
operant conditioning
type of behavior that’s repeated when it’s rewarded.
attitudes
“mental positions” or emotional feelings people have about products, services, companies, ideas, issues, or institutions
culture
refers to the shared beliefs, customs, behaviors, and attitudes that characterize a society
subculture
group of people within a culture who differ from the dominant culture but have something in common with one another.
social class
group of people who have the same social, economic, or educational status in society.
reference groups
groups a consumer identifies with and wants to join.
opinion leaders
people with expertise in certain areas.
