Chapter 6 -- Overview Flashcards
What is consumer behavior?
how consumers make purchase decisions and how they use and dispose of the purchased G&S
What is the consumer decision-making process?
- need recognition
- information search
- evaluation of alternatives
- purchase
- postpurchase behavior
What is need recognition?
the result of an imbalance between actual and desired states
What is a want?
the recognition of an unfulfilled need and a product that will satisfy it
Wants are triggered by stimuli. What are the types of stimuli?
Internal: occurrences you experience, such as hunger or thirst
External: influences from an outside source
What is the want-got gap?
A difference between what a consumer has and what he/she would like to have
What is an internal information search?
Person recalls information from memory; usually from previous experience
What is an external information search?
Seeks information in the outside environment; nonmarketing controlled and marketing controlled
What is a nonmarketing controlled information source?
product information that is not associated with marketers promoting a product, such as personal experiences, personal sources, and public sources
What is a marketing-controlled information source?
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
As the perceived risk of the purchase increases, the consumer ___ the search and ___.
Consumer enlarges the search and considers more alternative brands
What factors change the extent to which an individual conducts an external search?
- perceived risk
- knowledge
- prior experience
- level of interest in the G or S
What is an evoked set?
AKA consideration set, which are the consumer’s most preferred alternatives
What are factors that help consumers evaluate and compare alternatives?
- environment
- internal info
- external info
What are two purchase decision processes?
- piecemeal process
2. categorization process
What is the difference between a fully planned purchase, partially planned purchase, and an unplanned purchase?
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
What is cognitive dissonance?
people recognize inconsistency between their values or opinions and their behavior; marketers must reduce lingering doubts on whether a decision was sound
How do consumers reduce dissonance?
- justifying their decision
- seeking info that reinforces positive ideas about the purchase
- avoid information that contradicts their decision
- revoke the original decision by returning the product
How can marketers reduce dissonance?
effective communication with purchasers
What are products associated with routine response behavior?
frequently purchased, low cost G&S like juice, toothpaste
When does limited decision making occur?
When a consumer has previous product experience but is unfamiliar with the current brands available (ex. toothpaste is sold out)
What is extensive decision making?
Used when buying an unfamiliar, expensive product or an infrequently bought item; more complex process and requires high involvement from the consumer
What factors determine the level of consumer involvement?
- previous experience
- interest
- perceived risk of negative consequences (risks such as financial, social, and psychological)
- social visibility
What are types of high involvement?
product involvement, situational involvement, shopping involvement, enduring involvement, emotional involvement
What is the marketing strategy for high involvement products?
- extensive promotion to target market through ads
What is the marketing strategy for low involvement products?
-in store promotion and package design
What are other factors that change the consumer decision making process?
cultural, social, individual and psychological factors
What is a subculture?
A homogeneous group of people who share elements of the overall culture as well as cultural elements unique to their own group
Consumers interact with __, ___, and ___ to obtain product information and decision approval.
reference groups, opinion leaders, family members
What is a reference group?
consists of all the formal and informal groups that influence the buying behavior of an individual
What is a primary membership group?
A direct reference group that includes all groups with which people interact regularly in an informal, face-to-face manner; ex. family, friends
What is a secondary membership group?
A direct reference group that is less consistent and more formal; clubs, professional groups
What is an aspirational reference group?
An indirect group that a person would like to join, and needs to conform to the norms of the group to do so
What is a nonaspirational reference group?
an indirect group we try to maintain distance from
What are the three implications of reference groups for marketers?
- serve as information sources and influence perceptions
- affect an individual’s aspiration levels
- their norms either constrain or stimulate consumer behavior
What are the roles a family has in the purchase process?
- initiators (suggest purchase)
- influencers (opinions are valued)
- decision maker
- purchaser
What are personal characteristics that influence a person’s buying decisions?
gender, age & life cycle stage, personality, self-concept, lifestyle
What are psychological factors that influence an individual’s buying decisions?
perception, motivation, learning, beliefs & attitudes
Unlike the other three influences on consumer behavior, psychological influences can be affected by a person’s ___ because ___.
a person’s environment because they are applied on specific occassions
What are the factors that influence consumer behavior?
?
What is selective distortion?
related to selective exposure, and occurs when consumers change/distort info that conflicts with their feelings/beliefs
What is selective retention?
related to selective exposure, remembering only info that supports personal feelings or beliefs
Know Maslow’s Hierarchy of Needs
Look at Diagram
What are the two types of learning?
Experiential–when an experience changes your behavior
Conceptual– based on reasoning, not experience
What is learning?
almost all consumer behavior results from it, and it is the process that creates changes through experience & practice
What are two consequences that boost learning?
reinforcement and repetition
What are examples of stimulus generalization?
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
What is stimulus discrimination?
Learning to differentiate among similar products, even if virtually indistinguishable from competitors
What is the difference between a belief and attitude?
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
How can marketers change consumers’ attitudes towards their products?
- changing beliefs about the brand’s attributes
- changing the relative importance of these beliefs
- adding new beliefs
