Consumer Behavior (6.1, 6.2) Flashcards
Habitual Decision Making
Little or no conscious effort, relying on memory to make a purchase
Extended Problem solving
High level of thinking before making a decision
Effort made will depend on…
Level of involvement and perceived risk
Types of risk
time, financial, social, psychological, physical
1) Problem Recognition
Difference between current and desired state
2) Information Search
Using memory/environment, online, or trusted recommendations.
Evoked Set
Brands a customer is aware of
Consideration Set
Brands the consumer seriously considers
3) Evaluation of Alternatives
Total -> awareness -> consideration -> choice -> Decision
4) Product choice (Heuristics)
Decision guidelines or rules to weigh claims made by companies to simplify the decision process
5) Post-purchase evaluation
Satisfaction/dissatisfaction determined by attitudes/feelings after use and overall feelings after purchase is made
cognitive dissonance
where they feel anxiety or regret after choosing from among several similar attractive choices.
Perception
How we respond to stimuli.
- Exposure
The extent to which a stimulus is capable of being registered by a person’s sensory receptors
- Attention
Extent to which mental processing activity is devoted to a particular stimulus
- Interpretation
Assigning meaning to a stimulus based on prior associations and assumptions
Subliminal Advertising
Supposedly messages we cannot see which are believed to persuade consumers to buy products –no evidence to support this works
Maslow’s hierarchy
Physiological, safety, esteem, self actualization
Learning
A relatively permanent change in behavior caused by information or experiences
Behavioral Learning Theory
Theories of learning that focus on how consumer behavior is changed by external events or stimuli
Cognitive Learning Theory
Assumes that internal mental information processing is responsible for learning
Classical Conditioning
When a person perceives two stimuli at about the same time and eventually transfers his response from one stimulus to the other (Cologne + rich wealthy)
Operant conditioning
People learn that their actions result in rewards
Positive reinforcement
Rewards offered will lead to certain behaviors
