Chapter 4 Flashcards
What is consumer behaviour?
The process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires
What are the stages of consumer decision making?
- Problem recognition
- Information search
- Alternative evaluation
- Purchase decision
- Post-purchase evaluation
What is problem recognition?
Occurs when the consumer perceives a need and becomes motivated to solve the problem
What are the sources of problem recognition?
- Out of stock
- Dissatisfaction
- New needs/wants
- Related products/purchases
- New products
What is the hierarchy of needs?
Theory that postulates five basic level of human needs
- Physiological
- Safety
- Social/Love and Belonging
- Esteem
- Self-actualization
What are criticisms of the psychoanalytic theory?
- Too vague
- Unresponsive to the external environment
- Too reliant on early development of the individual
What is an internal search?
An attempt to scan information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives
What are the steps of the selective perception process?
- Selective exposure
- Selective attention
- Selective comprehension
- Selective retention
What is subliminal perception?
The ability to perceive a stimulus that is below the level of the conscious awareness
What is an evaluative criteria?
The dimensions or attributes of a product or service that are used to compare different alternatives
What are functional consequences?
Concrete outcomes of product or service usage that are tangible and directly experienced by consumers
What are psychosocial consequences?
Abstract outcomes that are intangible, subjective and personal experiences by consumers
What are integration processes?
The way product knowledge, meanings and beliefs are combined to evaluate two or more alternatives
What is the Affect Referral Decision Rule?
A type of heuristic in which consumers make a selection on the bases of an overall impression or summary evaluation of the various alternatives under consideration
Do consumers always engage in all five steps of the purchase decision making process?
No
What is classical conditioning?
An assumption that learning is an associative process with an already existing relationship between a stimulus and a response
What is operant conditioning?
An approach where the individual must actively operate or act on some aspect of the environment for learning to occur
What are the environmental influences on consumer behaviour?
- Culture
- Subculture
- Social class
- Reference groups
- Situational determinants
What is purchase intention?
The predisposition to buy a certain brand or product
Turning the radio station when an ad comes on is called?
Selective exposure
Reading only a specific part of a newspapers is called?
Selective attention
What are the McDonald’s arches, the Energizer Bunny and the Peanut Man examples of?
Mnemonics
Buying Coca Cola, Mountain Dew and Minute Maid but no other brand is called?
An evoked set
What is a construct or notion that represents a consumers feelings/evaluation of an object?
Attitude
