Chapter Six Flashcards
consumer decision making process
a 5 step process used by consumers when buying goods or services
what are the 5 steps of the consumer decision making process
- need negotiation 2. info research 3. evaluation of alternatives 4.purchase 5. post purchase behaviour
need recognition
the result of an imbalance between actual and desired states
stimulus
any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing
engineered demand
where firms, led by marketers, discover a marketable need not yet known by the consumer
need
a state of being where we desire something that we do not possess but wish to acquire
internal info research
the process of recalling info stored in ones memory
external info research
the process of seeking info in the outside environment
non marketing controlled info source
a product info source not associated with advertising or promotion
consumer to consumer (C2C) reviews
consumers reviews of products on the vendors sites where the product was purchased
platform
a business model, usually digital, where producers and buyers exchange value
evoked set
a group of the most preferred alternatives resulting from an info search, which a buyer can further evaluate to make a final choice
decision confirmation
the reaffirmation of the wisdom of the decision a consumer has made
cognitive dissonance
the inner tension that a consumer experiences after recognizing an inconsistency between behaviour and values or opinions
involvment
the amount of time and effort a buyer invests in the search, evaluation and decision processes of consumer behaviour
routine responses behaviour
the type of decision making exhibited by consumers buying frequently purchased, low lost goods and services; requires little search and decision time
culture
the set of values, norms, attitudes and other meaningful symbols that shape human behaviour and the artifacts or products of that behaviour as they are transmitted from one generation to the next
value
the enduring belief shared by a society that a specific mode of conduct is personally or socially preferable to another mode of conduct
subculture
the homogenous group of people who share elements of the overall culture and also have their own unique cultural elements
social class
a group of people who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally and who share behavioural norms
reference group
a group in society that influences an individuals purchasing behaviour
primary membership groups
groups with which individuals interact regularly in an informal , face to face manner
aspirational reference group
groups that an individual would like to join
norms
the values and attitudes deemed acceptable by a group
dissociative groups
groups that influence our behaviour because we try to maintain distance from them
opinion leader
an individual who influences that opinions of others
sociometric leader
a low profile, well respected collaborative professional who is socially and professionally well connected
socialization process
the passing down of cultural norms and values to children
personality
the way of organizing and grouping the consistency 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 him or herself to be
lifestyle
a mode of living as identified by a persons activities, interests and opinions
psychological factors
tools that consumers use to recognize, gather, analyze, and self-organize to aid in decision making
perception
the process by which people select, organize, and interpret stimuli into a meaningful and coherent picture
selective exposure
the process whereby a consumer decides which stimuli to notice and which to ignore
selective distortion
a process whereby consumers change or distort info that conflicts with their feelings or beliefs
selective retention
a process whereby consumers remember only info that supports their personal beliefs
motives
driving forces that cause a person to take action to satisfy specific needs
Maslows hierarchy of needs
a method of classifying human needs and motivations into 5 categories ascending order of importance: physiological, safety, social, esteem, and self actualization
learning
a process that creates changes in behaviour, immediate or expected, through experience and practice
belief
an organized pattern of knowledge that an individual holds as true about his or her world
attitude
a learned tendency toward a given object
