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MKTG 351 > Exam 2 Chap 6 > Flashcards

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
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2
Q

Value

A

A personal assessment of the net worth one obtain from making a purchase.
— what you get - what you give up

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3
Q

Perceived value

A

The value a consumer expect to obtain from a purchase

Ex: more or less than expected

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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

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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

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6
Q

What are the 5 steps of consumer decision making process

A
  1. Need recognition
  2. Information search
  3. Evaluation of alternative
  4. Purchases
  5. Post-purchase behavior
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7
Q

Consumer decision making process

A

5 step process used by consumer when buying goods or services

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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

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9
Q

What is under the need recognition

A
  • need recognition
  • want
  • stimulus
  • want got gap
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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

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11
Q

What are the 4 goals want can be viewed as

A

Economizing, sustaining, treating, rewarding

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12
Q

Is need for recognition the first step in decision making process?

A

Yes

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13
Q

Define need recognition

A

The result of an imbalance between actual and desired state

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14
Q

What are the two stimulus categories?

A

Internal

External

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15
Q

Stimulus is ___

A

Any unit of input affecting one or more of the five sense: right, smell, taste, touch, hearing

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16
Q

What are the 5 sens that are affected by stimulus?

A 
- sight 
Smell 
Taste 
Touch 
Hearing
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17
Q

What activate the decision making process?

A

The imbalance from the need recognition

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18
Q

Internal stimuli___

A

Ex: hunger or thirst

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19
Q

External stimuli ___

A

Influences from an outside source

Ex: stomach make noise

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20
Q

How is need to recognition triggered?

A

Exposed to either internal or external stimulus

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21
Q

What is the Key word for the definition of Need recognition?

A

RESULT

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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

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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)
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24
Q

Internal info search is___

A

The process of recalling past info stored in the memory

Ex: previous experience with product (hotel)

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25
Q

External info search is___

A

The process of seeking info in the outside environment

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26
Q

What are the 2 sub section in external info search

A
  • nonmarketing controlled info source

- marketing controlled info source

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27
Q

Non-marketing controlled info source

A

A product info source that is not associated with promo

Ex: personal experience, family recommendation, public source (consumer reports)

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28
Q

Marketing controlled info source

A

A product information source that originates with marketers promoting the product
- source include: TV, mag, sale promo radio…

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29
Q

What is the other name for evoke set?

A

Consideration set

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30
Q

Evoke set (consideration set)

A

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

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31
Q

What helps consumer compare alternative?

A
  • environment
  • internal info
  • external info
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32
Q

What is categorization

A

Brand extension

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33
Q

What type of decision does the consumer have to make?

A
  • should I buy,
  • when to buy
  • what to buy
  • where to buy
  • how to pay
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34
Q

Planned vs impulse purchase

A
  • 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
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35
Q

Psychological ownership

A
  • consumer sometimes develop feeling or ownership without even owning the good, service, or brand.
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36
Q

What is under post-purchase behavior

A
  • cognitive dissonance
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37
Q

Cognitive dissonance

A

Inner tension that a consumer experience after recognizing an inconsistency between behavior and values or opinions

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38
Q

How does consumer reduce cognitive dissonance

A
  • seeking info that reinforces the purchase decision
  • avoiding info that contradicts the purchase decision
  • revoking the original decision by returning the product
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39
Q

How does consumer try to reduce cognitive dissonance?

A

By justifying their decision.

- seek info that reinforce positive ideas about the purchase

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40
Q

What are the 3 psychological factors?

A
  • perception
  • motivation
  • learning
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41
Q

How can psychological influence be affected?

A

By a person’s environment because applied on specific occasion

42
Q

Perception is___

A

The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture

43
Q

Selective exposure

A

A process whereby a consumer notice certain stimuli and ignore others

44
Q

What are the two selective exposure?

A
  • selective distortion

- selective retention

45
Q

What is selective distortion

A

A process where a consumer change or distorts info that conflicts with his feelings or beliefs

46
Q

Selective retention

A

A process where a consumer remembers only information that supports his personal beliefs

47
Q

What attribute does marketer ID with perception

A
  • price
  • brand names
  • quality and reliability
  • threshold level of perception
48
Q

What is under motivation

A
  • Maslow hiarchy of needs

- motive

49
Q

Motive is ___

A

A driving force that cause a person to take action to satisfy specific needs

50
Q

Maslow hierarchy of needs

A

Classify human needs

51
Q

What is under learning

A
  • stimulus generalization

- stimulus discrimination

52
Q

Learning is ___

A

A process that creates change in behavior, immediate or expected, through experience and practice

53
Q

Type of learning

A
  • experiential

- conceptual

54
Q

What is experiential learning?

A

Happens when an experience change behavior

55
Q

What is conceptual learning?

A

Not learned through direct experience but based upon reasoning

56
Q

What boost learning?

A
  • réplétion and reinforcement
57
Q

Stimulus generalization

A

A form of lean iron that happen when one response is extended to a second stimulus similar to the first

58
Q

Stimulus discrimination

A

A learned ability to differentiate among similar products

59
Q

What are some factors that plays an important role in personal consumer decision

A
  • gender
  • age
  • personality
  • self-concept
  • lifestyle
  • life cycle
60
Q

Individual characteristic are generally stable over the course of one’s life? True or False

A

True

61
Q

Gender

A
  • physiological different between men and women
62
Q

Age and family life cycle stage

A
  • age and life cycle can impact behavior
63
Q

What is family life cycle

A

Série of stage evolve with maturity, experience, income and status
- affect their behavior and attitudes

64
Q

Personality is ___

A

A way of organizing and grouping the consistencies of an individual reaction to situation

65
Q

Self-concept is also called?

A

Self-perception

66
Q

Self-concept (self-perception)

A

Is how consumer perceive themselves in terms of attitudes, perception, beliefs, self-evaluation

67
Q

What combines self-concept

A
  • ideal self-image

- real self-image

68
Q

Ideal self-image is

A

The way an individual would like to be perceived

69
Q

Real self-image is

A

The way an individual actually perceive himself

70
Q

Reference group is ___

A

All of the formal and informal groups in society that influence the buying behavior of an individual

71
Q

Types of reference group

A
  • primary membership group
  • secondary membership group
  • aspirational reference group
  • non-aspirational reference group
72
Q

Aspirational reference group

A

A group that someone would like to join

73
Q

Norm

A

A value or attitude deemed acceptable by a group

74
Q

Non-aspirational reference group

A

A group with which an individual does not want to associate

75
Q

What are the 3 important implications for reference group

A
  • they serve as information source and influence perception
  • they affect an individual aspiration level
  • their norms either constrain or stimulate consumer behavior
76
Q

Primary membership group

A

Ex: communicate via text today

A group with which people interact regularly in an informal, face - to - face manner. (Family, friends, co-workers)

77
Q

Secondary membership group

A

A group with which people associate less consistently and more formally than a primary membership group (club, professional group or religion)

78
Q

What are the characteristic of cultural influences

A
  • pervasive
  • functional
  • learned
  • dynamic
79
Q

Culture is___

A

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
Q

subculture is homogeneous? True or false

A

True

81
Q

Subculture

A

Group of people who share elements of the overall culture as well as cultural elements unique to their own group

82
Q

Social class

A

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
Q

How is social class measured

A

Combination of occupation, income, education, wealth, and …

84
Q

What are the two reason marketer are interested in social class

A
  • 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
Q

Pervasive

A

Take into consideration all the things consumer do without conscious choice because of their values, customer

86
Q

Functional

A

Human interaction creates values and prescribes acceptable behavior

87
Q

Learned

A

Learn what is acceptable from family

88
Q

Dynamic

A

Adapts to changing needs and evolving environment

89
Q

Social influence

A
  • seek out opinion of others to reduce search and evaluation effort or uncertainty
  • also for guidance
90
Q

Consumer interact socially with ?

A
  • family
  • opinion leaders
  • reference group
91
Q

Type of reference group

A
  • direct (face to face)

- indirect (nonmembership)

92
Q

Direct reference group are

A
  • primary

- secondary membership group

93
Q

Indirect reference group are

A
  • aspirational

- non aspirational groups

94
Q

Opinion leader

A

Person who influence opinion of others

95
Q

Do marketer try to create opinion leaders?

A

Yes.

Ex: movie star, celebrities

96
Q

Where do market look to find opinion leaders?

A

Social media, tho the shared platform makes it hard to find real opinion leaders

97
Q

What is the most important social institution for many consumer?

A

Family

98
Q

Roles family member plays in the purchasing process

A
  • initiation
  • influencers
  • decision maker
  • purchaser
  • consumer
99
Q

Socialization process is

A

How cultural values and norms are pressed down to children

100
Q

Separated self-shema

A

A person sees himself as distinct and separate from others

101
Q

Connected self-shema

A

A perspective where a consumer sees himself as an integral part of a group

MKTG 351 (10 decks)

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