Chapter 6 Flashcards
consumer behavior
processes a consumer uses to make purchase decisions and uses of a product
consumer decision making process
five step process used by consumers when buying a product
- need recognition
- information search
- evaluation of alternatives
- purchase
- post purchase behavior
need recognition
result of an imbalance between actual and desired states
want
the way a consumer goes about addressing a need
stimulus
any unit of input affecting one or more of the five senses: sight, smell, taste, touch, learning
internal information search
the process of recalling past information stored in memory
external information search
the process of seeking information in the outside environment
nonmarketing controlled information source
a product information source that is not associated with advertising or promotion
marketing controlled information source
a product information source that originates with marketers promoting the product
evoked set (consideration set)
a group of brands, resulting from an information search, from which a buyer can choose
brand extensions
a well known and respected brand name from one product category is extended into other product categories
cognitive dissonance
inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions
involvement
the amount of time and effort a buyer invests in the search, evaluation, and decision processes of a consumer behavior
routine response behavior
the type of decision making exhibited by consumers buying frequently purchased, low cost goods and services; requires little search and decision time
limited decision making
the type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category
extensive decision making
the most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information
culture
set of values, norms, attitudes, and other meaningful symbols that shape human behavior, and the artifacts, or products, of that behavior as they are transmitted from one generation to the next
value
the enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct
subculture
a homogeneous group of people who share elements of the overall culture as well as unique elements of their own group
social class
a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms
reference group
a group in society that influences an individuals purchasing behavior
primary membership group
a reference group with which people interact regularly in an informal, face-to-face manner, such as family, friends, or fellow employees
secondary membership group
a reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional group, or religious group
aspirational reference group
a group that someone would like to join
norm
a value or attitude deemed acceptable by a groupn
nonaspirational reference group
a group with which an individual does not want to associate
opinion leaders
an individual who influences the opinions of others
socialization process
how cultural values and norms are passed down to children
personality
a way of organizing and grouping the consistencies of an individuals reactions to situations
self concept
how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self evaluations
ideal self image
the way an individual would like to be
real self image
the way an individual actually perceives himself or herself
lifestyle
a mode of living as identified by a person’s activities, interest, and opinions
perception
the process by which people select, organize, and interpret stimuli into a meaningful and coherent picture
selective exposure
the process whereby a consumer notices certain stimuli and ignores others
selective distortion
a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs
selective retention
a process whereby a consumer remembers only that information that supports his or her personal beliefs
motive
a driving force that causes a person to take action to satisfy specific needs
maslow’s hierarchy of needs
a method of classifying human needs and motivations into five categories in ascending order of importance: physiological, safety, social, esteem, and selfactualization
learning
a process that creates changes in behavior, immediate or expected, through experience and practice
stimulus generalization
a form of learning that occurs when one response is extended to a second stimulus similar to the first
stimulus discrimination
a learned ability to differentiate among similar products
belief
an organizational pattern of knowledge that an individual holds as true about his or her world
attitude
a learned tendency to respond consistently toward a given object
