Exam 2 Chap 6 Flashcards
1
Q
Consumer behavior
A
Process a consumer uses to make purchase decision, as well as to use and dispose of purchased goods or service
- also include factors that influence purchase decision and product use
- consumer product and service always changing
2
Q
Value
A
A personal assessment of the net worth one obtain from making a purchase.
— what you get - what you give up
3
Q
Perceived value
A
The value a consumer expect to obtain from a purchase
Ex: more or less than expected
4
Q
Utilitarian value
A
A value derived from a product or service that helps the consumer solve problem and accomplish tasks
Ex: buying washer and dryer, coffee maker
5
Q
Hedonic value
A
A value that acts as an end in itself rather than as a means to an end.
- good feelings, happiness and satisfaction with the purchase give us.
Ex: sky vacation, or drinking coffee
6
Q
What are the 5 steps of consumer decision making process
A
- Need recognition
- Information search
- Evaluation of alternative
- Purchases
- Post-purchase behavior
7
Q
Consumer decision making process
A
5 step process used by consumer when buying goods or services
8
Q
What does the 5 steps of the decision making process represent?
A
Traditional buying process.
- used to guide for studying how consumer make decision
9
Q
What is under the need recognition
A
- need recognition
- want
- stimulus
- want got gap
10
Q
Want is____
A
Recognition of an unfulfilled need and a product that will satisfy it.
- can be viewed in terms of 4 goals: economic, sustaining, treating, and rewarding
11
Q
What are the 4 goals want can be viewed as
A
Economizing, sustaining, treating, rewarding
12
Q
Is need for recognition the first step in decision making process?
A
Yes
13
Q
Define need recognition
A
The result of an imbalance between actual and desired state
14
Q
What are the two stimulus categories?
A
Internal
External
15
Q
Stimulus is ___
A
Any unit of input affecting one or more of the five sense: right, smell, taste, touch, hearing
16
Q
What are the 5 sens that are affected by stimulus?
A
- sight Smell Taste Touch Hearing
17
Q
What activate the decision making process?
A
The imbalance from the need recognition
18
Q
Internal stimuli___
A
Ex: hunger or thirst
19
Q
External stimuli ___
A
Influences from an outside source
Ex: stomach make noise
20
Q
How is need to recognition triggered?
A
Exposed to either internal or external stimulus
21
Q
What is the Key word for the definition of Need recognition?
A
RESULT
22
Q
Want-got gap
A
The imbalance between actual and desired states
- difference between what a consumer has and what he would like to have
23
Q
What is under Information search
A
- internal info search
- external info search
—> non-marketing controlled info source
—> marketing-controlled info source - evoked set (consideration set)
24
Q
Internal info search is___
A
The process of recalling past info stored in the memory
Ex: previous experience with product (hotel)
25
External info search is___
The process of seeking info in the outside environment
26
What are the 2 sub section in external info search
- nonmarketing controlled info source
| - marketing controlled info source
27
Non-marketing controlled info source
A product info source that is not associated with promo
| Ex: personal experience, family recommendation, public source (consumer reports)
28
Marketing controlled info source
A product information source that originates with marketers promoting the product
- source include: TV, mag, sale promo radio...
29
What is the other name for evoke set?
Consideration set
30
Evoke set (consideration set)
A group of brands resulting from an information search from which a buyer can choose
- consumer most preferred alternative
Ex: pizza available look at alternative that fit the budget
31
What helps consumer compare alternative?
- environment
- internal info
- external info
32
What is categorization
Brand extension
33
What type of decision does the consumer have to make?
- should I buy,
- when to buy
- what to buy
- where to buy
- how to pay
34
Planned vs impulse purchase
- partially planned purchases: made by consumer when they know the product category they want to buy but wait until they get to the store or online
- unplanned purchase: made by consumers on an impulse
35
Psychological ownership
- consumer sometimes develop feeling or ownership without even owning the good, service, or brand.
36
What is under post-purchase behavior
- cognitive dissonance
37
Cognitive dissonance
Inner tension that a consumer experience after recognizing an inconsistency between behavior and values or opinions
38
How does consumer reduce cognitive dissonance
- seeking info that reinforces the purchase decision
- avoiding info that contradicts the purchase decision
- revoking the original decision by returning the product
39
How does consumer try to reduce cognitive dissonance?
By justifying their decision.
| - seek info that reinforce positive ideas about the purchase
40
What are the 3 psychological factors?
- perception
- motivation
- learning
41
How can psychological influence be affected?
By a person’s environment because applied on specific occasion
42
Perception is___
The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture
43
Selective exposure
A process whereby a consumer notice certain stimuli and ignore others
44
What are the two selective exposure?
- selective distortion
| - selective retention
45
What is selective distortion
A process where a consumer change or distorts info that conflicts with his feelings or beliefs
46
Selective retention
A process where a consumer remembers only information that supports his personal beliefs
47
What attribute does marketer ID with perception
- price
- brand names
- quality and reliability
- threshold level of perception
48
What is under motivation
- Maslow hiarchy of needs
| - motive
49
Motive is ___
A driving force that cause a person to take action to satisfy specific needs
50
Maslow hierarchy of needs
Classify human needs
51
What is under learning
- stimulus generalization
| - stimulus discrimination
52
Learning is ___
A process that creates change in behavior, immediate or expected, through experience and practice
53
Type of learning
- experiential
| - conceptual
54
What is experiential learning?
Happens when an experience change behavior
55
What is conceptual learning?
Not learned through direct experience but based upon reasoning
56
What boost learning?
- réplétion and reinforcement
57
Stimulus generalization
A form of lean iron that happen when one response is extended to a second stimulus similar to the first
58
Stimulus discrimination
A learned ability to differentiate among similar products
59
What are some factors that plays an important role in personal consumer decision
- gender
- age
- personality
- self-concept
- lifestyle
- life cycle
60
Individual characteristic are generally stable over the course of one’s life? True or False
True
61
Gender
- physiological different between men and women
62
Age and family life cycle stage
- age and life cycle can impact behavior
63
What is family life cycle
Série of stage evolve with maturity, experience, income and status
- affect their behavior and attitudes
64
Personality is ___
A way of organizing and grouping the consistencies of an individual reaction to situation
65
Self-concept is also called?
Self-perception
66
Self-concept (self-perception)
Is how consumer perceive themselves in terms of attitudes, perception, beliefs, self-evaluation
67
What combines self-concept
- ideal self-image
| - real self-image
68
Ideal self-image is
The way an individual would like to be perceived
69
Real self-image is
The way an individual actually perceive himself
70
Reference group is ___
All of the formal and informal groups in society that influence the buying behavior of an individual
71
Types of reference group
- primary membership group
- secondary membership group
- aspirational reference group
- non-aspirational reference group
72
Aspirational reference group
A group that someone would like to join
73
Norm
A value or attitude deemed acceptable by a group
74
Non-aspirational reference group
A group with which an individual does not want to associate
75
What are the 3 important implications for reference group
- they serve as information source and influence perception
- they affect an individual aspiration level
- their norms either constrain or stimulate consumer behavior
76
Primary membership group
Ex: communicate via text today
A group with which people interact regularly in an informal, face - to - face manner. (Family, friends, co-workers)
77
Secondary membership group
A group with which people associate less consistently and more formally than a primary membership group (club, professional group or religion)
78
What are the characteristic of cultural influences
- pervasive
- functional
- learned
- dynamic
79
Culture is___
A set of value, norms, attitudes and other meaningful symbols that share human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next
80
subculture is homogeneous? True or false
True
81
Subculture
Group of people who share elements of the overall culture as well as cultural elements unique to their own group
82
Social class
Group of people in a society who are considered nearly equal in status or community esteem
- who regularly socialize and among themselves both formally and informally, and who share behavioral norms
83
How is social class measured
Combination of occupation, income, education, wealth, and ...
84
What are the two reason marketer are interested in social class
- indicate which medium to use for promo
| - knowing what product appears to which social class can help marketer determine where to best distribute their product
85
Pervasive
Take into consideration all the things consumer do without conscious choice because of their values, customer
86
Functional
Human interaction creates values and prescribes acceptable behavior
87
Learned
Learn what is acceptable from family
88
Dynamic
Adapts to changing needs and evolving environment
89
Social influence
- seek out opinion of others to reduce search and evaluation effort or uncertainty
- also for guidance
90
Consumer interact socially with ?
- family
- opinion leaders
- reference group
91
Type of reference group
- direct (face to face)
| - indirect (nonmembership)
92
Direct reference group are
- primary
| - secondary membership group
93
Indirect reference group are
- aspirational
| - non aspirational groups
94
Opinion leader
Person who influence opinion of others
95
Do marketer try to create opinion leaders?
Yes.
| Ex: movie star, celebrities
96
Where do market look to find opinion leaders?
Social media, tho the shared platform makes it hard to find real opinion leaders
97
What is the most important social institution for many consumer?
Family
98
Roles family member plays in the purchasing process
- initiation
- influencers
- decision maker
- purchaser
- consumer
99
Socialization process is
How cultural values and norms are pressed down to children
100
Separated self-shema
A person sees himself as distinct and separate from others
101
Connected self-shema
A perspective where a consumer sees himself as an integral part of a group
