Exam 2 - Chapter 7 Flashcards
Buying Behavior
the decision processes and action of people involved in buying and using products (business/org. to consumer)
Consumer Buying Behavior
the decision process and purchasing activities of people who purchase products for personal or household use and not for business purposes
Consumer Buying Decision Process
problem recognition information search evaluation of alternatives purchase post purchase evaluation
Consumer Buying Decision Process
Stage 1
Problem Recognition
occurs when a buyer becomes aware of a difference between a desired state and an actual condition
Consumer Buying Decision Process
Stage 2
Information Search
buyers seek information about the products in purchase (external/internal)
External Information Search
buyers seek info from sources other than their memories (used for large/expensive purchases)
Internal Information Search
buyers search their memories for information about products that might solve their problems
ex: did we like this brand of ketchup when we bought it last month?
Consumer Buying Decision Process
Stage 3
Evaluation of Alternatives
consumers locate alternative products and weigh pros and cons
**consideration sets, evaluative criteria, and framing
Consideration Set
a group of brands within a product category that a buyer views as alternatives for possible purchase
most people choose products they have heard of, even if they are more expensive
Evaluative Criteria
to assess consideration set
objective/subjective product characteristics
Framing
marketing techniques that makes certain attributes seem more important
ex: advertising safety in a vehicle
Consumer Buying Decision Process
Stage 4
Purchase
The buyer chooses the product or brand to be bought, the seller, negotiates the terms of the transaction, and makes the actual purchase or terminate the process
Consumer Buying Decision Process
Stage 5
Post-Purchase Evaluation
the buyer evaluates the product after purchase - does it meet expectations?
**cognitive dissonance
Cognitive Dissonance
a buyer’s doubts shortly after a purchase about whether the decision was the right one
“second thoughts”
High-Involvement Products
products that are visible to others and are important/expensive
ex: healthcare or houses
Low-Involvement Products
products that tend to be less expensive/have less associated social risk
ex: t-shirt or candy bar
Level of Involvement
an individual’s degree of interest in a product and the importance of the product for that person
Enduring Involvement
ongoing and long-term involvement with a product or product category
ex: technology or magazine subscriptions
Situation Influences
circumstances, time, and location that affect consumer decision making
Routinized Response Behavior
consumer decision-making process
used when buying frequently purchase, low-cost items that require very little search-and-decision effort
ex: soft drinks or cereal
Limited Decision Making
consumer decision-making process
used when purchasing products occasionally or needing info about an unfamiliar brand in a familiar product category
ex: trying a new brand of ketchup
Extended Decision Making
consumer decision-making process
used when purchasing unfamiliar, expensive, or infrequently bought products
ex: buying a house or choosing a college
Impulse Buying
an unplanned buying behavior resulting from a powerful urge to buy something immediately
Situational Influences
influences that result from circumstances, time, and location that affect the consumer buying decision process
5 Categories of Situational Influences
a. physical surroundings
b. social surroundings
c. time perspective
d. reason for purchase
e. buyer’s momentary mood and condition
Psychological Influences
factors that in part determine people’s general behavior, thus influencing their behavior as consumers
6 Categories of Psychological Influences
a. Perception
b. Learning
c. Personality & Self-Concept
d. Motives
e. Attitudes
f. Lifestyles
Perception
the process of selecting, organizing, and interpreting info inputs to produce meaning
Information Inputs
sensations received through sight, taste, hearing, smell, and touch
ex: “be more alert” = mint and citrus
The Perception Process
selective exposure
selective distortion
selective retention
Selective Exposure
The process by which some inputs are selected to reach awareness and others are ignored
Selective Distortion
an individual’s changing or twisting of information that is inconsistent with personal feelings or beliefs
Selective Retention
remember information inputs that support personal feelings and beliefs and forgetting inputs that do not
Motives
an internal energizing force that directs a person’s behavior toward satisfying needs/achieving goals
Maslow’s Hierarchy of Needs
the five levels of need that humans seek to satisfy from most to least important
Physiological Safety Social Esteem Self-Actualization
Patronage Motives
influence where a person purchases products on a regular basis
Sources of Learning
a. behavioral consequences
b. information processing
c. experience
d. sampling/in-store demo/test drive
Attitudes in Buying Behavior
cognitive (knowledge and information about a product or idea)
affective (feelings/emotions)
behavioral (actions toward an object)
Fishbein Model (Attitudes in Buying Behavior)
attitude toward a product is a sum of product attributes, beliefs toward objects, and evaluation of attributes
ex: feeling of cut/fit/price/color affect attitude toward pants
Theory of Reasoned Action
focuses on intentions to act or purchase
considers perceptions of what other people believe is the best choice among a set of alternatives
Attitude Scale
a means of measuring consumer attitudes by gauging the intensity of individuals’ reactions to adjectives, phrases, or sentences about the product
(agree completely to disagree completely)
Other Things that Affect Attitudes in Regards to Buying Behavior
Self-Concept Lifestyles Social Influences Social Class Culture
Roles
actions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding persons
Consumer Socialization
the process through which a person acquires the knowledge and skills to function as a consumer
Reference Group
a group that a person identifies with so strongly that he or she adopts the values, attitudes, and behaviors of members
ex: buying a football jersey/wearing Packer clothes everywhere
Membership - Reference Group
a group to which an individual belongs
ex: dial soap “people who like people use Dial”
Aspirational Reference Group
a group to which an individual wants to belong
ex: Jaguar cars - badass
Disassociative Reference Group
a group to which an individual does not want to belong
ex: stay away from Starbucks so as not to be labelled a “white girl”
Opinion Leader
a member of an informal group who provides information about a specific topic to other group members
7 Categories of Social Influences
Roles Family Influences Reference Groups Opinion Leaders Digital Networks Social Classes Culture/Subculture
