Chapter 4 Flashcards
What are the five stages of the purchase decision process?
- Problem recognition
- Information Search
- Alternative Evaluation
- Purchase Decision
- Postpurchase behavior
What is problem recognition
a perceived difference between a person’s ideal and actual states
At what stage does the customer seek value?
Information Searc
What are the two types of searches for information gathering?
- Internal (memory)
2. External
What are the principal sources of external information?
- personal sources (relative and friends who are trusted)
- Public sources
- Marketer-dominated sources
What are evalutative criteria?
objective and subjective attributes of a brand
What is the consideration set?
the group of brands that you would consider from among all the brands of which you are aware in the product class (Based on evaluative criteria)
What is a feeling of postpurchase psychological tension or anxiety, which often comes from being faced with highly attractive alternatives?
cognitive dissonance
What is involvement?
the personal, social, and economic significance of a purchase to the consumer
What are the three types of problem solving?
Extended (high involvement)
Limited (little time or effort)
Routine (low-impact, routine)
How should marketers market high and low involvement products?
High: 1. comparative advertising Low 1. quality 2. avoid stockout 3. Reinforce advertising message
What are the five situational influences?
- purchase task, social surroundings, physical surroundings, temporal effects, antecedent states
What are the psychological influences?
Motivation and personality, perception, learning, values ,beliefs, and attitudes, and lifestyle
The energizing force that stimulates behavior to satisfy a need?
motivation
A person’s consistent behaviors or responses to recurring situations
personality
What are the two types of self-concepts?
actual and ideal
The process by which a person selects, organizes, and interprets information to create a meaningful picture of the world
perception
What is selective perception?
attempts to organize and interpret information
Selective exposure
focusing on messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent
selective comprehension
interpreting information so that it is consistent with your attitudes and beliefs
selective retention
not remembering all information seen read or heard
The anxiety felt when a consumer cannot anticipate possible negative outcomes of a purchase
perceived risk
How can firms lower perceived risk?
1. Seals of approval Endorsements 3. Free trials 4. Extensive usage instructions 5. Warranties
Behavirors that result from repeated experience and reasoning
learning
What is a drive?
a need that moves an individual to action
What is a cue?
stimilus or symbol perceived by customers
Response
action taken by customer to satisfy drive
Reinforcement
a reward
What is stimulus generalization?
when a response elicited by one stimulus is generalized to another (ie using same brand name for different products)
Stimulus discrimination
an ability to perceive differences in stimuli.
A tendency to respond to something in a consistently favorable or unfavorable way?
attitude
Beliefs
subjective perception of how a product or brand performs on different attributes
What are three ways to change customer attitudes
- Changing belief about the extent to which a brand has certain attributes (hellmans_
- Changing perceived importance of attributes (pepsi freshness)
- Adding new attributes to the product (toothpaste)
What is VALS related to?
psychographic
How does VALS identify customers?
- primary motivation for buying/having certain products
2. Resources
Sociocultural influences on cosumer behavior
Personal Influence, Reference Groups, Family Influence, Culture/sub-culture
What are the two aspects of personal influence that are very important to marketing?
Opinion leadership and word of mouth advertising
People to whom an individual looks as a basis for self-appraisal or as a source of personal standards
reference groups
