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MKTG 2150 > Chapter 3: Consumer Behaviour > Flashcards

Chapter 3: Consumer Behaviour Flashcards

1
Q

Purchase Decision Process

A

Stages a buyer passes through when making choices about which products or services to buy

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2
Q

Decision Process Step 1:

A

Problem recognition: perceiving a need
- when a person realizes the difference between what they have vs. what they would like to have is big enough to do something about it

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3
Q

Purchase Decision Process Step 2:

A

Information search: seeking value

- search for info about what product/service may satisfy the new need

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4
Q

Internal Search

A

Scanning your memory for knowledge of or previous experience with products/brands.

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5
Q

External Search

A

Beneficial when a consumer lacks experience with/ knowledge about a product.

  • risk of making bad decision is high, cost of gathering info is low
  • sources = personal sources, public sources, marketer-dominated sources
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6
Q

Personal Sources

A

A primary source of external information such as relatives or friends

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7
Q

Public Sources

A

A source of external information, product-rating organizations like Consumer Reports or government agencies

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8
Q

Marketer-Dominated Sources

A

A source of external information, Information from sellers -> advertising, company websites, salespeople, point-of-purchase displays in stores.

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9
Q

Purchase Decision Process Step 3:

A

Evaluation of Alternatives: assessing value

- using consumer’s evaluative criteria to determine an evoked set

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10
Q

Evaluative Criteria

A

Represent both the objective attributes of a brand and the subjective ones.

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11
Q

Evoked Set

A

Group of brands that a consumer would consider acceptable from among all the brands in the product class of which they are aware.

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12
Q

Purchase Decision Process Step 4:

A 
Purchase Decision: buying value
Three choices remain:
- the chosen brand
- from whom to buy
- when to buy
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13
Q

Purchase Decision Process Step 5:

A

Post-purchase: value in consumption or use

- after buying, consumer compares it with their expectations and is either satisfied or dissatisfied

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14
Q

Satisfied buyers tell 3 other people about their experience, dissatisfied buyers complain to __ people

A

Nine!

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15
Q

Cognitive Dissonance

A

The discomfort or anxiety post-purchase, in which you question whether you made the right decision

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16
Q

Involvement

A

Factors how much personal, social, and economic significance of a purchase has on a consumer.

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17
Q

Routine Problem-Solving

A

Low-involvement, low-priced, frequently purchased products. Habitual, little effort seeking external info, and evaluating alternatives.
- Example: coffee, bagels, salt, milk, toothpaste

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18
Q

Limited Problem-Solving

A

Low consumer involvement, but significant perceived difference among brands.

  • moderate amount of time evaluating alternatives
  • consumers rely on past experience more than external info
  • may pay attention to ads, or displays
  • Example: jeans, restaurants
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19
Q

Extended Problem-Solving

A

Each of the 5 consumer purchase decision process stages are use, including considerable time and effort for external info searching and evaluating alternatives.

  • high involvement purchase situations
  • Examples: cars, houses, financial investments
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20
Q

The 5 Situational Influences on Consumer Decisions

A
  1. Purchase task
    - reason for buying
  2. Social surroundings
    - including people present
  3. Physical surroundings
    - decor, music, crowding
  4. Temporal effects
    - time of day, time available
  5. Antecedent states
    - mood, cash on hand
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21
Q

Motivation

A

energizing force that stimulates behaviour to satisfy a need

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22
Q

Physiological Needs

A

Basic to survival, must be satisfied first. (food, shelter, water etc.)

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23
Q

Safety Needs

A

Involve self-perservation and physical well-being, freedom from harm and financial security. (ex. smoke detector)

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24
Q

Maslow’s Hierarchy of Needs

A
  1. Physiological needs
  2. Safety needs
  3. Social needs
  4. Esteem needs
  5. Self-actualization needs
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25
Q

Social Needs

A

Concerned with love, friendship, and belonging.

26
Q

Esteem Needs

A

Represented by the need for achievement, status, prestige, and self-respect.

27
Q

Self-actualization Needs

A

Involve personal fulfillment, ambitions and hopes.

28
Q

Personality

A

Person’s character traits that influence behavioural responses

  • assertiveness
  • extroversion
  • compliance
  • dominance
  • aggression
29
Q

Self-Concept

A

the way people see themselves and the way they believe others see them

30
Q

Actual self

A

Refers to how people actually see them

31
Q

Ideal self

A

Describes how people would like to see themselves

32
Q

Perception

A

Process by which someone selects, organizes, and interprets information to create a meaningful picture of the world

33
Q

Selective Perception

A

The human brain filters info so that only some of it is understood, remembered, or even available to the conscious mind

34
Q

Selective Exposure

A

People pay attention to messages consistent with their attitudes and beliefs, ignoring messages that are inconsistent.

35
Q

Selective Comprehension

A

Interpreting information so that it is consistent with your attitudes and beliefs.

36
Q

Selective Retention

A

Consumers do not remember all the information they see, read, or hear.

37
Q

Perceived Risk

A

anxiety felt when a consumer cannot anticipate possible negative outcomes of a purchase
- affects the information search state, greater risk = more extensive external search

38
Q

Strategies to Fight Perceived Risk:

A
  • obtaining seals of approval
  • securing endorsements from influential people
  • providing free trials/samples of product
  • providing illustrations
  • providing warranties and guarantees.
39
Q

Learning

A

Behaviours that result from repeated experience or reasoning

40
Q

Behavioural Learning

A

Process of developing automatic responses to a situation through repeated exposure.

41
Q

4 Variables of Learning from Repeated Experience

A
  1. Drive
    - need that moves an individual to action (hunger)
  2. Cue
    - stimulus or symbol that one perceives (billboard)
  3. Response
    - action taken to satisfy drive (buying a burger)
  4. Reinforcement
    - reward (tastes good)
42
Q

Stimulus Generalization

A

Occurs when a response brought by one stimulus,(cue) is generalized to another stimulus
- Example: Using the same brand to launch new products, familiarity

43
Q

Stimulus Discrimination

A

One’s ability to perceive differences among similar products.

44
Q

Cognitive Learning

A

Associating 2 ideas together, example: Advil and headaches

45
Q

Brand Loyalty

A

Favourable attitude toward and consistent purchase of a single brand over time.
- results from positive reinforcement

46
Q

Attitude

A

Tendency to respond to something in a consistently favourable or unfavourable way.

  • shaped by values and beliefs as we grow up
  • core values, and personal values
47
Q

Beliefs

A

Consumer’s perceptions of how a product or brand performs

- based on personal experience, advertising, and discussion

48
Q

Opinion Leaders

A

Individuals who have social influence over others.

- more likely to be important for products that provide self-expression like clothing, cars, club memberships

49
Q

Word of Mouth

A

People influencing each other during conversation

- most powerful information source for consumers

50
Q

Buzz Marketing

A

refers to a brand becoming popular as a result of people talking about to friends/neighbours

51
Q

Viral marketing

A

Online version of word of mouth, includes use of messages that consumers pass along to others through social network

52
Q

Reference Group

A

Group of people who influence your attitudes, values and behaviours
- important influence on purchase of luxury products, but not necessities

53
Q

Membership Group

A

A group a person actually belongs to like frats, sororities, social clubs, families.

54
Q

Aspiration Group

A

A group a person wishes to be a member of or identified with like the NHL or NBA.

55
Q

Dissociative Group

A

A group one wishes to maintain a distance from, doesn’t want to be associated with because of differences in values or behaviours.

56
Q

Consumer Socialization

A

Process by which people acquire the skills, knowledge and attitudes necessary to function as a consumer. ex. children and their household brand preference

57
Q

Family Life Cycle

A

A family’s progression from formation to retirement, with each phase bringing new needs and new purchasing behaviours

58
Q

Culture

A

Set of values, ideas and attitudes learned and share among members of a group

59
Q

Subculture

A

Subgroups within a larger culture that have unique values, ideas and attitudes.

60
Q

Customs

A

Norms and expectations about the way people do things in a specific country or culture.

61
Q

Back Translation

A

Translated word or phrase is retranslated back into the original language by different interpreter to catch errors

62
Q

Cultural Symbols

A

Objects, ideas, or processes that represent a particular group of people or society

MKTG 2150 (5 decks)

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