Consumer Behaviour - Chapter 3 Flashcards
beliefs
descriptive thoughts that a person holds about something
buyer
generally refers to professionals in procurement. A buyer makes business decisions on purchasing
buying centre
a group that is involved in the buying decision (aka a decision making unit)
choice criteria
various attributes people use when evaluating products and services
classical conditioning
process of using an established relationship between a stimulus and a response to cause the learning of the same response to a different stimulus
cognitive dissonance
post purchase concerns of a consumer arising from uncertainty as to whether a decision to purchase was a correct one
cognitive learning
the learning of knowledge and development of beliefs and attitudes without direct reinformance
consumer
a person who buys goods or services for personal use
consumer decision-making process
stages a customer goes through when buying something- namely, problem awareness, info search, evaluation of alternatives, purchase and post-purchase evaluation
customers
a term used in both consumer and organisational purchasing situations. These are individuals and companies that have an established relationship with a seller (e.g. retailers, producers)
evoked set
set of brands that the consumer seriously evaluates before making a purchase
operant conditioning
the use of rewards to generate reinforcement of response
selective attention
process by which people screen out those stimuli that are neither meaningful to them nor consistent with their experiences and beliefs
selective distortion
distortion of info received by people according to their existing beliefs and attitudes
selective retention
process by which people only retain a selection of messages in memory
