Test 1 - Ch 3 Flashcards
Consumer Behavior
a wide spectrum of things that affect, are derived from, or form the context of human consumption.
Perspectives: Consumers are Systematic Decision Makers
- Maximizing the benefits from purchases defines
the purchase - consumers are deliberate
Perspectives: Consumers are Active Interpreters
Cultural/social membership defines purchases
The Consumer Decision-Making Process
Recognition
Need recognition & Information Search and Alternative Evaluation
Need recognition
The consumption process begins when people perceive a need. A need state arises when the desired state of affairs differs from one’s actual state of affairs. Functional or Emotional benefits
Information Search and Alternative Evaluation
Internal and External search Consideration Set Evaluative Criteria
The Consumer Decision-Making Process
Purchase
Purchase & Post-purchase use and evaluation
Post-purchase use and evaluation
Customer satisfaction
Cognitive dissonance - byuers remorse
Cognitive Dissonance
The feelings of doubt and concern after a purchase is made. Dissonance increases when:
1. The purchase price is high.
2. There are many close alternatives.
3. The item is intangible
4. The purchase is important.
5. The item purchased lasts a long time.
Modes of Consumer Decision-Making (Vary by involvement and experience)
Problem solv
Extended Problem Solving & Limited Problem Solving
Extended Problem Solving
Deliberate, careful search
Limited Problem Solving
Common products, limited search
Modes of Consumer Decision-Making (Vary by involvement and experience)
Habit or Variety Seeking & Brand Loyalty
Habit or Variety Seeking
Variety – seeking to switch brands at random
Habit- buy single brand repeatedly
Brand Loyalty
Conscious commitment to find same brand each time purchase is made
Key Psychological Processes in Advertising
Attitude, Brand Attitude, Salient Beliefs, & Multi-Attribute Attitude Models (MAAMs)
Attitude
Overall evaluation of an object person or issue on continuum=like/dislike; positive/negative.
Brand Attitude
Summary evaluations that reflect preferences for various products and services.
Salient Beliefs
Small number of key beliefs. Five to nine salient beliefs typically form the critical determinants of attitude.
Multi-Attribute Attitude Models (MAAMs)
i. Evaluative Criteria: attributes consumers use to compare brands
ii. Importance Weights: priority assigned to attributes
iii Consideration Set: group of brands that are focal point of decision effort
iv. Beliefs: knowledge and feelings consumer has about various brands.
Key Psychological Processes
Information Processing and Perceptual Defense
Cognitive Consistency Impetus:
Strongly-held beliefs to make efficient decisions.
Advertising Clutter:
Large volume of ads causes overload.
Selective Attention:
Most ads are ignored because they do not fit consumer’s need state
Consumer as Social Being
I buy what I am
Consuming in the Real World
- Culture
- Values
- Rituals
- Society
- Social class
- Family
- Reference groups (membership/aspiration)
- Race / ethnicity
- Gender
- Community
- Object meaning
Factors Affecting Consumer Decision Making
• Lifestyle
• Social class
• Family
• Gender
• Pleasure
• Needs
• Reference groups
• Values
• Culture
• Education
• Personality
• Past experience
• Subcultures
• Marketer control stimuli – price, packaging, adv, promotion
• Media – news, magazine, radio, tv
