Chapter 4: Consumer Behavior Flashcards
process and activities people engage in with relation to products and services to satisfy their needs and desires
Consumer Behavior
factors that compel a consumer to take a particular action
Motives
lower-level physiological and safety needs must be satisfied before higher-order needs become meaningful
Hierarchy of Needs
face-to-face situations in which an interview asks a consumer to talk freely in an unstructured interview using specific questions designed to obtain insights into their motives, ideas, or opinions
In-depth Interviews
efforts designed to gain insights into consumers’ values, motives, attitudes, or needs that are difficult to express or identify by having them project these internal states upon some external object
Projective Techniques
a technique in which an individual is asked to respond with the first thing that comes to mind when they are presented with a stimulus
Association Tests
a small number of people with similar backgrounds and/or interests who are brought together to discuss a particular product, idea, or issue
Focus Group
information retrieval that involves recalling past experiences and information regarding various purchases
Internal Search
seeking information from external sources (internet, friend, personal experience)
External Search
receiving, selecting, organizing, and interpreting information to create meaningful picture of the world
Perception
subset of all brands of which consumer is aware of
Evoked Set
dimensions or attributes of a product that are used to compare different alternatives (viewed as product or service attributes)
Evaluative Criteria
concrete outcomes of product or service usage (tangible and directly experienced by consumers)
Functional Consequences
abstract outcomes that are more intangible, subjective, and personal
Psychosocial Consequences
beliefs concerning specific attributes
Salient Beliefs
combining product knowledge, meanings and beliefs to evaluate alternatives
Integration Processes
simplified decision rules customers use for purchase decisions
Heuristics
selection is made on basis of overall impression or emotion towards product (buy the product you like)
Affect Referral Decision Rule
predisposition to buy a certain brand by matching purchase motives with attrubutes of brands considered
Purchase Intention
preference for a particular brand that results in repeated purchases
Brand Loyalty
psychological tension experienced after a difficult purchase choice
Cognitive Dissonance
based on the stimulus-response orientation, learning occurs as result of responses to external stimuli in the environment
Behavioral Learning Theory
learning is an associative process with existing relationship between a stimulus and a response
Classical Conditioning
learning occurs when individual actively operates or acts on some aspect of the environment
Operant Conditioning
reward or favorable consequence associated with a particular response
Reinforcement
reinforcement of successive acts that lead to desired behavior pattern or response
Shaping
group whose presumed perspectives or values are being used by an individual as basis for judgements, opinions, and actions (associative, aspirational, or dissociative)
Reference Groups
