MARK Ch. 6
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34 terms
Terms | Definitions |
|---|---|
 Consumer Behavior | Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use. |
| Consumer Decision-Making Process | - Need Recognition - Information Search - Evaluation of Alternatives - Purchase - Postpurchase Behavior |
| Internal Information Search | Recall information in memory |
| External Information search | Seek information in outside environment |
| Evoked Set | Group of brands, resulting from an information search, from which a buyer can choose (sometimes called consideration set). |
| Evaluation of Alternatives | - Analyze product attributes - Use cutoff criteria - Rank attributes by importance |
| Purchase | Transaction terms are arranged, ownership title is transferred, the product is paid for, and the consumer takes possession of the product from the seller |
| The consumer purchase can be derailed because... | - the preferred brand may be out of stock - new in-store information may reopen the evaluation process - financing terms may render a purchase infeasible - unexpected situations may lead to postponement of the purchase |
| Cognitive dissonance | Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions |
| Consumers reduce dissonance by: | - Seeking information that reinforces positive ideas about the purchase - Avoiding information that contradicts the purchase decision - Revoking the original decision by returning the product |
| Factors Determining the Level of Consumer Involvement | - Previous Experience - Interest - Perceived Risk of Negative Consequences - Situation - Social Visibility |
| High-involvement purchases require: | Extensive and informative promotion to target market |
| Low-involvement purchases require: | In-store promotion, eye-catching package design, and good display |
| Factors Influencing Buying Decisions | Cultural Factors - Social Factors Individual Factors - Psychological Factors - Consumer Decsion-Making Process - Buy / Don't Buy |
| Subculture | - A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group - Commonly divided on the basis of geographic regions, national and ethnic background, and religious beliefs. |
| Social Class | - A group of people in society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms - Measured as a combination of occupation, income, education, wealth, and other variables. |
| Social Influences on Buying Decisons | - Refernce Groups - Opinion Leaders - Family Members |
| Reference Groups | -Direct - Indirect |
| Direct | - Primary - Secondary |
| Indirect | - Aspirational - Non-aspirational |
| Individual influences on Buying Decsions | - Gender - Age = Life-Cycle Stage - Personality = Self-Concept Lifestyle |
| Psychological Influences on Buying Decisions | - Perception - Motivation - Learning - Beliefs & Attitudes |
| Perception | - Selective Exposure - Selective Distortion - Selective Retention |
| Selective Exposure | Consumer notices certain stimuli and ignores others |
| Selective Distortion | Consumer changes or distorts information that conflicts with feelings or beliefs |
| Selective Retention | Consumer remembers only that information that supports personal beliefs |
| Maslow's Hierarchy of Needs | - Self-actualization - Esteem - Social - Safety - Physiological |
| Self-actualization needs | Self-development, self-realization |
| Esteem needs | Self-esteem, recognition, status |
| Social needs | Sense of belonging, love |
| Safety needs | Security, protection |
| Physiological needs | Hunger, thirst |
| Learning Theory | - Experiential vs. conceptual learning - Stimulus generalization vs. discrimination |
| Changing Target Consumers' Attitudes | - Changing beliefs about attributes - Changing the importance of beliefs - Adding new beliefs |
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