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AEM 2420 > Chapter 6 -- Overview > Flashcards

Chapter 6 -- Overview Flashcards

1
Q

What is consumer behavior?

A

how consumers make purchase decisions and how they use and dispose of the purchased G&S

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2
Q

What is the consumer decision-making process?

A
  1. need recognition
  2. information search
  3. evaluation of alternatives
  4. purchase
  5. postpurchase behavior
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3
Q

What is need recognition?

A

the result of an imbalance between actual and desired states

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4
Q

What is a want?

A

the recognition of an unfulfilled need and a product that will satisfy it

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5
Q

Wants are triggered by stimuli. What are the types of stimuli?

A

Internal: occurrences you experience, such as hunger or thirst
External: influences from an outside source

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6
Q

What is the want-got gap?

A

A difference between what a consumer has and what he/she would like to have

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7
Q

What is an internal information search?

A

Person recalls information from memory; usually from previous experience

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8
Q

What is an external information search?

A

Seeks information in the outside environment; nonmarketing controlled and marketing controlled

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9
Q

What is a nonmarketing controlled information source?

A

product information that is not associated with marketers promoting a product, such as personal experiences, personal sources, and public sources

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10
Q

What is a marketing-controlled information source?

A

Biased toward a specific product because it originates with marketers promoting that product, such as mass media advertising, sales promotion, product labels and packaging, and the Internet

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11
Q

As the perceived risk of the purchase increases, the consumer ___ the search and ___.

A

Consumer enlarges the search and considers more alternative brands

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12
Q

What factors change the extent to which an individual conducts an external search?

A
  1. perceived risk
  2. knowledge
  3. prior experience
  4. level of interest in the G or S
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13
Q

What is an evoked set?

A

AKA consideration set, which are the consumer’s most preferred alternatives

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14
Q

What are factors that help consumers evaluate and compare alternatives?

A
  1. environment
  2. internal info
  3. external info
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15
Q

What are two purchase decision processes?

A
  1. piecemeal process

2. categorization process

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16
Q

What is the difference between a fully planned purchase, partially planned purchase, and an unplanned purchase?

A

fully planned: buying an expensive or complex item, based on a lot of info
partially planned: know a product category they want to buy but wait until they get to the store to choose the style/brand
unplanned: people buy on impulse

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17
Q

What is cognitive dissonance?

A

people recognize inconsistency between their values or opinions and their behavior; marketers must reduce lingering doubts on whether a decision was sound

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18
Q

How do consumers reduce dissonance?

A
  1. justifying their decision
  2. seeking info that reinforces positive ideas about the purchase
  3. avoid information that contradicts their decision
  4. revoke the original decision by returning the product
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19
Q

How can marketers reduce dissonance?

A

effective communication with purchasers

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20
Q

What are products associated with routine response behavior?

A

frequently purchased, low cost G&S like juice, toothpaste

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21
Q

When does limited decision making occur?

A

When a consumer has previous product experience but is unfamiliar with the current brands available (ex. toothpaste is sold out)

22
Q

What is extensive decision making?

A

Used when buying an unfamiliar, expensive product or an infrequently bought item; more complex process and requires high involvement from the consumer

23
Q

What factors determine the level of consumer involvement?

A
  • previous experience
  • interest
  • perceived risk of negative consequences (risks such as financial, social, and psychological)
  • social visibility
24
Q

What are types of high involvement?

A

product involvement, situational involvement, shopping involvement, enduring involvement, emotional involvement

25
Q

What is the marketing strategy for high involvement products?

A
  • extensive promotion to target market through ads
26
Q

What is the marketing strategy for low involvement products?

A

-in store promotion and package design

27
Q

What are other factors that change the consumer decision making process?

A

cultural, social, individual and psychological factors

28
Q

What is a subculture?

A

A homogeneous group of people who share elements of the overall culture as well as cultural elements unique to their own group

29
Q

Consumers interact with __, ___, and ___ to obtain product information and decision approval.

A

reference groups, opinion leaders, family members

30
Q

What is a reference group?

A

consists of all the formal and informal groups that influence the buying behavior of an individual

31
Q

What is a primary membership group?

A

A direct reference group that includes all groups with which people interact regularly in an informal, face-to-face manner; ex. family, friends

32
Q

What is a secondary membership group?

A

A direct reference group that is less consistent and more formal; clubs, professional groups

33
Q

What is an aspirational reference group?

A

An indirect group that a person would like to join, and needs to conform to the norms of the group to do so

34
Q

What is a nonaspirational reference group?

A

an indirect group we try to maintain distance from

35
Q

What are the three implications of reference groups for marketers?

A
  1. serve as information sources and influence perceptions
  2. affect an individual’s aspiration levels
  3. their norms either constrain or stimulate consumer behavior
36
Q

What are the roles a family has in the purchase process?

A
  1. initiators (suggest purchase)
  2. influencers (opinions are valued)
  3. decision maker
  4. purchaser
37
Q

What are personal characteristics that influence a person’s buying decisions?

A

gender, age & life cycle stage, personality, self-concept, lifestyle

38
Q

What are psychological factors that influence an individual’s buying decisions?

A

perception, motivation, learning, beliefs & attitudes

39
Q

Unlike the other three influences on consumer behavior, psychological influences can be affected by a person’s ___ because ___.

A

a person’s environment because they are applied on specific occassions

40
Q

What are the factors that influence consumer behavior?

A

?

41
Q

What is selective distortion?

A

related to selective exposure, and occurs when consumers change/distort info that conflicts with their feelings/beliefs

42
Q

What is selective retention?

A

related to selective exposure, remembering only info that supports personal feelings or beliefs

43
Q

Know Maslow’s Hierarchy of Needs

A

Look at Diagram

44
Q

What are the two types of learning?

A

Experiential–when an experience changes your behavior

Conceptual– based on reasoning, not experience

45
Q

What is learning?

A

almost all consumer behavior results from it, and it is the process that creates changes through experience & practice

46
Q

What are two consequences that boost learning?

A

reinforcement and repetition

47
Q

What are examples of stimulus generalization?

A

occurs when one response is extended to a second stimulus similar to the first; ex. Dove shampoo relies on familiarity with Dove soap; also occurs when packages are designed to imitate well-known brands

48
Q

What is stimulus discrimination?

A

Learning to differentiate among similar products, even if virtually indistinguishable from competitors

49
Q

What is the difference between a belief and attitude?

A

Beliefs are patterns of knowledge that individuals hold as true in their world; attitude is a learned tendency to respond consistently towards a given object

50
Q

How can marketers change consumers’ attitudes towards their products?

A
  1. changing beliefs about the brand’s attributes
  2. changing the relative importance of these beliefs
  3. adding new beliefs

AEM 2420 (5 decks)

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