Marketing, Part II
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Created by:
loverlylaur on February 17, 2010
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49 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 product use |
| consumer decision-making process | a five-step process used by consumers when buying goods or services |
| need recognition | first step of consumer decision-making process |
| information search | second step of consumer decision-making process |
| evaluation of alternatives | third step of consumer decision-making process |
| purchase | fourth step of consumer decision-making process |
| postpurchase behavior | fifth step of consumer decision-making process |
| need recognition | result of an imbalance between actual and desired states |
| stimulus | any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing |
| internal stimuli | occurences you experience |
| external stimuli | influences from an outside source |
| want | recognition of an unfulfilled need and a product that will satisfy it |
| internal information search | the process of recalling past information stored in the memory |
| external information search | the process of seeking information in the outside environment |
| nonmarketing-controlled information source | product information source that is not associated with advertising or promotion |
| marketing-controlled information source | product information source that originates with marketers promoting the product |
| evoked set | group of brands, resulting from an information search, from which a buyer can choose1) |
| consideration set | group of brands, resulting from an information search, from which a buyer can choose2) |
| cutoffs | either minimum or maximum levels of an attribute that an alternative must pass to be considered |
| cognitive dissonance | inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or options |
| involvement | the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior |
| routine response behavior | the type of decision making exhibited by consumers buying frequently purchased, low-cost goods and serves; requires little search and decision time |
| limited decision making | type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category |
| extensive decision making | the most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information |
| culture | the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next |
| values | the enduring belief that a specific mode of conduct is personality or socially preferable to another mode of conduct |
| subculture | homogenous group of people who share elements of the overall culture as well as unique elements of their own group |
| social class | group of people in a 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 |
| reference groups | a group in society that influences an individual's purchasing behavior |
| opinion leaders | an individual who influences the opinions of others |
| socialization process | how cultural values and norms are passed down to children |
| initiator | suggests, initiates, or plants the seed for the purchase process |
| influencer | member of the family whose opinion is valued |
| decision maker | family member who actually makes the decision to buy or not to buy |
| purchaser | the one who actually exchanges money for the product |
| consumer | the actual user of a product |
| personality | a way of organizing and grouping the consistencies of an individual's reactions to situations |
| self-concept | how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self-evaluations |
| ideal self-image | the way an individual would like to be |
| real-self image | the way an individual actually perceives himself or herself |
| body image | the perception of the attractiveness of one's own physical features |
| lifestyle | a mode of living as identified by a person's activities, interests, and opinions |
| psychographics | the analytical technique used to examine consumer lifestyles and to categorize consumers |
| perception | the process by which people select, organize, and interpret stimuli into a meaningful and coherent picture |
| selective exposure | process whereby a consumer notices certain stimuli and ignores others |
| selective distortion | a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs |
| selective retention | process whereby a consumer remembers only that information that supports his or her personal beliefs |
| threshold level of perception | the minimum difference in a stimulus that the consumer will notice |
| motive | driving force that causes a person to take action to satisfy specific needs |
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