Week 4 Flashcards
What is consumer behavior
the actions a person take in purchasing and using products and services including mental and social processes that come before and after these actions
purchase decision making process
- problem recognition (is)
- information search (internal n external)
- alternative evaluation (3)
- purchase decision (3 decision)
- post-purchase decision
5 situation influences in purchase
- the purchased task
- social surroundings
- temporal effects
- antecendent states
- physical surroundings
cognitive dissonance
how to reduce it
-> the feeling of post-purchase psychological tension or anxiety
reduce:
- advertising that shows a product’s superiority over competing brands
- guarantees
- follow up
high n low consumer involvement
- each 3 and high characteristics (3)
high characteristics:
- expensive
- social image
- serious consequences
high consumer involvement:
- use internet search engines
- comparative
- personal selling
low consumer involvement:
- repetitive advertising messages
- avoiding stockout
- free samples and coupons
notes:
- high involvement/extended
- medium involvement/limited
- low involvement/routine
psychological factors (5)
- motivation is
- personality
- learning
- perception
- Beliefs and attitudes
- consumer lifestyle
sociocultural factors
- personal influence
- reference group
- social class influence
- family influence
maslow’s hierarchy of needs
self-actualization needs, personal needs, social needs, safety needs, physiological needs
key traits of personality is and example
enduring characteristic of a person or in his or her relationship with others
2 steps of perception
- selective perception (exposure, comprehension, retention)
- perceived risk
learning is resulted from (2)
repeated experience, reasoning
attitude is
learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way
how can we change a customer’s attitude
- change belief about the extent to which a brand has certain attributes
- change the perceived importance of attributes
- add new product attributes to the product
stimulus generalization
occurs when a response elicited by one stimulus is generalized by another stimulus
two sources of personal influence
personal and opinion leader
reference group
- associative group, aspirational group, dissociative group, brand community
Are people to whom an
individual looks as a basis for self-appraisal or as
a source of personal standards
social class defined as
family influence (4)
- consumer socialization
- family life cycle
- family decision making
- culture and subculture influence
cognitive learning
consumer learn through thinking, reasoning, and mental problem solving without direct experience
brand loyalty
favorable attitude and consistent purchase of a single brand over time
family influence
- two decisions making styles
- family member roles
- spouse-dominant decisions
- joint decisions
- spouse-dominant decisions
- -information gatherer
-purchaser
-user
-influencer
-decision-maker
children learn how to purchase by
- through interacting with adults
- own purchasing experience
subliminal perception
people see or hear messages without being aware
brand community
Is a specialized group of
consumers with a structured set of relationships
