Consumer Behaviour (Part 1) Flashcards
What is consumer behaviour?
The study of actions consumers take when buying and using products.
What are the 5 stages of the purchase decision process?
Problem recognition, Information search, Evaluation of alternatives, Purchase decision, Post-purchase evaluation.
What is problem recognition?
A disconnect between actual and ideal states that triggers the need to act.
What is needs recognition?
Occurs when actual state declines and consumer seeks to reach the ideal state.
What is opportunity recognition?
Occurs when ideal state rises and consumer seeks to reach it.
What is internal information search?
Searching memory or past experience for relevant product info.
What is external information search?
Seeking info from personal, public, or commercial sources when prior knowledge is limited.
What is the awareness set?
All known products that may be considered.
What is the evoked set?
Products the consumer has a positive impression of and considers.
What is the inert set?
Products that leave no impression on the consumer.
What is the inept set?
Products the consumer views negatively.
What factors influence the purchase decision?
Product choice, seller, price, return policy, convenience, and timing.
What is post-purchase evaluation?
Assessment of product satisfaction by comparing to expectations.
What is cognitive dissonance?
A state of mental discomfort from holding conflicting beliefs.
How to reduce post-purchase cognitive dissonance?
Rationalize, change beliefs, or receive follow-up from seller.
What is involvement in decision making?
The time, energy, and effort a consumer devotes to a purchase.
What is consumer involvement?
Interest and importance that a consumer attaches to the purchase and consumption of a product
What is the Choice Overload Hypothesis?
Too many choices can be overwhelming and demotivating.
What did Iyengar & Lepper (2000) find about extensive choice?
It attracts attention but can reduce satisfaction and action.
When does choice overload not affect decisions?
When decision-making self-efficacy is high, preference is clear, or one feels positive.
What are the situational influences on consumer behaviour?
Physical surroundings, social surroundings, temporal effects, antecedent states, and purchase task.
What is decision making self-efficacy?
an individuals confidence in their ability to make effective decisions, in general
What are atmospherics in marketing?
Controllable factors like lighting, scent, and sound that create ambiance.
How do social surroundings influence buying?
Interactions can increase enjoyment and spending, especially with family.
