Exam 2 Flashcards
What are the three types of influences that affect the consumer decision process?
Social factors
Psychological factors
Situational factors
What are the five social factors that influence consumer behavior?
Cultural influences
Social class
Reference groups
Opinion leaders
Family
What are the five psychological factors that influence consumer behavior?
Needs and motives
Perceptions
Attitudes
Learning responses
Self-concepts
What are the four situational factors that influence consumer behavior?
Physical surroundings
Social surroundings
Purchase reason
Buyer’s mood and condition
What is an evoked set?
also known as a consideration set, is the group of brands a consumer considers when making a purchase.
What are the three types of consumer decision-making processes?
Routinized response behavior
Limited problem solving
Extended problem solving
How do involvement levels affect consumer decisions?
High involvement: High financial/social risk, requires more research.
Low involvement: Routine purchases with low risk.
What are opinion leaders?
Trendsetters who influence others’ purchases by trying new products first and sharing their experiences.
What is cognitive dissonance?
The anxiety or regret a consumer feels after making a purchase decision.
What strategies can marketers use to reduce cognitive dissonance?
Follow-up communication
Customer support
Advertising reinforcing satisfaction
What is perception in consumer behavior?
how people interpret and respond to information about products and services (psychological)
How do attitudes influence consumer behavior?
They shape a consumer’s favorable or unfavorable evaluations, emotions, or tendencies toward a product.
What is the role of learning in consumer behavior?
Past experiences influence future buying decisions. Positive experiences lead to repeat purchases.
What is self-concept and its components?
Real self: Objective self-perception
Self-image: How one sees themselves
Looking-glass self: How one believes others perceive them
Ideal self: The person one aspires to be
How do social surroundings impact consumer behavior?
The presence of others may influence purchase decisions based on social norms and peer pressure.
What is the significance of cultural influences on consumer behavior?
Culture determines values, beliefs, and purchasing habits. Marketers must tailor strategies to different cultural groups.
What are the six steps in the consumer decision process?
Problem or Opportunity Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Purchase Act
Post-purchase Evaluation
What is the impact of family on consumer behavior?
Family roles affect purchasing decisions; women often influence major household purchases.
What is the importance of situational factors in marketing?
Situational elements like mood, setting, and purpose of purchase can affect buying behavior.
How do marketers use reference groups?
They identify groups that influence consumers and create targeted campaigns that align with these influences.
What are the five key benefits of digital marketing for contemporary marketers?
Global reach, Personalization, Interactive marketing, Right-time marketing, Integrated marketing.
How does digital marketing provide global reach?
It eliminates geographic limitations and allows smaller firms to expand their trade area.
What is an example of personalization in digital marketing?
Netflix making viewing recommendations based on a customer’s past orders.
What is interactive marketing?
Delivering relevant marketing messages based on event triggers (e.g., McDonald’s mobile app sending deals at specific times).
