Chapter 4 (her pwrpoint) Flashcards
Actions a person takes in purchasing and using products and services and includes the mental and social processes that come before and after these actions can be described as
Consumer Behavior
What are the 5 steps of the consumer purchase decision process?
Problem Recognition
Information Search
ALternative Evaluation
Purchase Decision
Postpurchase behavior
Which step of the consumer purchase decision process perceives a need?
Problem recognition
Which step of the consumer purchase decision process seeks value?
Information Search
Which step of the consumer purchase decision process assesses value?
Alternative Value
Which step of the consumer purchase decision process focuses on buying value?
Purchase Decision
Which step of the consumer purchase decision process realizes value?
Postpurhcase Behavior
Why is the consumer purchase decision process important to understand?
- Arouse need in consumer in order to sell product/service
- Steer consumers to their product and close the deal
- Helps marketers effectively communicate with consumerds
T/F- the decision to buy or se a product is triggered by need arousal
True
What are the two types of needs?
Functional Need
Psychological Need
What type of need is based of the performance of a product?
Functional Need
What type of need is based off the gratification associated with the product?
Psychological Need
T/F- The Problem Recognization step of the consumer purchase decision process motivates consumers to find a solution for their needs
True
What are the two types of information search?
Internal Search
External Search
What type of search am I describing?
Memory of past experiences
Frequently purchased items
Internal Search
What type of search am I describing?
Personal, Public, and Market Driven
- When risk of wrong decision is high and cost of gathering info is low
External Search
What are the 4 types of risk associated with information search?
Performance Risk
Physiological Risk
Financial risk
Psychological risk
Objective and subjective attributes of different products/brands are classified as what criteria
can also be expressed as:
Attributes- qualties or features
Evaluative Criteria
The search attributes that help customers evaluate a product before purchase is known as
Tangible
The experience attributes that cannot be evaluated before purchase can be described as
Intangible
All possible choices for a product category can be described as
Universal Set
Choices consumer deems acceptable out of all that is known is considered a
Consideration Set
When a purchase decision is made, tradeoffs are involved. What are 3 examples?
Cheap & Quick= low quality
Fast & good = expensive
Cheap & High quality = low priority
Possible alternatives
are compared and evaluated, whereby
the best option is selected from whom to buy and when to buy is defined as a
Purchase Decision
The attitude-like judgement following a purchase is known as
Satisfaction
What are the 3 items satisfaction judgements are based on?
Positive disconfirmation
Confirmation
Negative disconfirmation
The uncomfortable state of inconsistency between beliefs and behaviors.
The post-purchase psychological tension or anxiety and the two or more highly attractive alternatives which companies avoid by reinforcing decision is known as
Cognitive Dissonance
What are the 5 ways to build customer satisfaction?
- Build realistic expectations.
- Demonstrate correct product use.
- Stand behind the product or service.
- Encourage customer feedback.
- Personally make contact with customers and thank them for
their support
- Build realistic expectations.
- Demonstrate correct product use.
- Stand behind the product or service.
- Encourage customer feedback.
- Personally make contact with customers and thank them for
their support
These 5 steps help build what for a company?
Customer satisfaction
The level of personal, social and economic significance of purchase to the consumer is known as the
Involvement
Regularly purchased and inexpensive purchase result in which level of involvement?
Low Involvement
Expensive purchase that can have serious personal consequences and could reflect on one’s social image result in which level of involvement?
High involvement
Slide 21-22
What should marketing managers do if the category leader has low involvement products
- Maintain products quality
- avoid stock outs
use reptile advertising
What should marketing managers do if the category leader has low involvement products and wants to encourage trial
Free samples
Coupons
Rebates
What should marketing managers do if the category leader has high involvement products
- Provide a lot of product information
- Personal selling
- Social media (experiences)
What should marketing managers do if the category challenger has high involvement products
Comparative advertising
Novel evaluation criteria
Internet searches
What are the marketing mix influences on consumer behavior?
Product
Price
Promotion
Place
What are the sociocultural influences on consumer behavior?
Personal influence
Reference groups
Family
Social class
Culture and subculture
What are the situational influences on consumer behavior?
Purchase task
Social surroundings
Physical surroundings
Temporal effects
Antecedent states
What are the psychological influences on consumer behavior?
Motivation and personality
Perception
Learning
Value, beliefs, and attitudes
Lifestyle
The aspects of a purchase situation that impact a purchase is known as
Situation Influences
The reason for making a purchase decision is called a
purchase task
Determining who is with you at the time of a purchase is known as
Social surroundings
The store atmosphere, sales people, promotions, and crowds all determine the
Physical Surroundings
The time of day or amount of time dedicated to a purchase is known as
Temporal Effects
The mood and money available at time of purchase is known as
Antecedent states
What type of influence can affect purchase decision process and help explain how/why consumers behave a certain way
Psychological Influences
The energizing force that stimulates behavior to satisfy a need is known as
Motive
Need or want strong enough to cause one to seek satisfaction can be described as a
Motive
What order is Maslow’s Hierarchy of needs?
Self-actualization needs: self fulfillment
Personal needs: status, respect, prestige
Social needs: friendship, belonging, love
Safety needs: Freedom from harm, financial security
Physiological needs:
Floodwater, shelter, oxygen
consistent behaviors or
responses to reoccurring situations is defined as
Personality
The way you see yourself and think others see you is known as
Self-concept
attributes that you believe you actually possess, or that you believe others believe you possess is known as
Actual-concept
your representation of the
attributes that someone (yourself or another) would like you, ideally, to possess - usually motivates individuals
to change, improve and achieve is known as the
Ideal Concept
What are the 5 key traits of personality?
Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism
Being curious, original, intellectual, creative, and open to new ideas describes
Openness
Being organized, systematic, punctual, achievement oriented, and dependable can be described as
Conscientiousness
being outgoing, talkative, sociable, and enjoying social situations can be described as
Extraversion
Being affable, tolerant, sensitive, trusting, kind, and warm can be described as
Agreeableness
Being anxious, irritable, temperamental, and moody can be described as
Neuroticism
the process by which an we select, organize and interpret information to create a meaningful
picture of the world
is known as
Perception
Paying attention to information consistent with our beliefs can be described as
Selective Exposure
Interpreting information so it is consistent with our beliefs is known as
Selective Comprehension
What we remember about an event or occasion can be described as
Selective Retention
Seeing or hearing messages without being aware of them is known as
Subliminal Perception
The anxiety felt because you cannot anticipate an outcome is called
Perceived Risk
What are some marketing strategies to reduce perceived risks?
- Obtain Seals of Approval
▻ Secure Endorsements
▻ Provide Free Trials/Samples
▻ Give Extensive Instructions
▻ Provide Warranties/Guarantees
What type of learning developed automatic responses through repeated exposure?
Behavioral Learning
What type of learning involves thinking, reasoning, problem solving, and making connections?
Cognitive learning
Learning leads to habit formation which leads to brand loyalty
just knoqn
How can marketers change attitudes?
▻ Change beliefs about brand’s attributes
▻ Change perceived importance of attributes
▻ Add new product attributes
learned predisposition to respond to an object in a favorable or unfavorable way can be defined as
Attitude
The mode of living that is
identified by how people spend their time and resources is defined as
Lifestyle
What term combines
consumer, psychology, lifestyle, and demographics to understand motivation for buying
Psychographic
T/F- Psychographics help marketers segment and target markets
True
individuals who exert direct and indirect social influence over others are classified as
Opinion Leaders
people influencing each other during conversation can be described as
Word of Mouth
When messages are blasted to a massive audiences all at once this is known as
Buzz marketing
messages that reach people
gradually, slowly building momentum is known as
Viral Marketing
people to whom an individual looks as a basis for self- appraisal or personal standards are known as
Reference Groups
Interacting with adult in purchase situations and through own purchases and usage experience is an example of
Consumer Socialization
The process by which people acquire skills to
function as consumers interacting with adult in a purchase situation or through own purchase and usage experiences are known as
Consumer Socialization
Phases family progresses through is known as
Family Life Cycle
homogeneous division in society into which people share similar values, interests and behavior can be grouped is known as
Social Class
What are some of the classes in the United States?
Upper class
Middle class
Working/lower class
subgroups within larger culture with unique
ideas, values and attitudes
can be described as
Subcultures
What are the buying patterns of Hispanics in the US?
Quality and brand conscious.
▻ Prefer American-made products.
▻ Influenced by family and peers.
▻ Advertising is credible product information source.
▻ Convenience is not important.
What are the buying patterns of African-Americans in the US?
Spend more on boys’ clothing, rental goods,
smartphones, audio equipment.
▻ Women spend more on health and beauty products.
▻ Income disparities.
▻ Price conscious.
▻ Motivated by quality and choice.
What are the buying patterns of Asian-Americans in the US?
66% are immigrants.
▻ Most under 30 years old.
▻Multigenerational households.
▻Diversity in language, customs, tastes.
▻Hard work, family ties, education.
▻Assimilated vs. non-assimilated
