buyer behavior 2
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13 terms
Terms | Definitions |
|---|---|
 consumer affect | consumer feelings about stimuli and events, such as whether they like or dislike products; emotions, feeling states, moods, attitudes |
| consumer cognition | refers to their thinking, such as beliefs about a particular product; understanding, interpreting, knowledge, meanings |
| consumer behavior | the physical actions of consumers that can be directly observed and measured by others; overt |
| consumer environment | everything external to consumers that influences what they think, feel, and do; includes social stimuli, physical stimuli |
| reciprocal system | any of the three elements can be either a cause or an effect of a change at any particular time |
| marketing strategy | set of stimuli placed in consumers' environments designed to influence their affect, cognition, and behavior |
| wheel of consumer analysis | marketing strategy implementation; consumer affect and cognition, behavior, and environment |
| levels of consumer analysis | societies, industries, market segments, individual consumers |
| emotions | intense affect; love or anger |
| feeling states | less intense affect; satisfaction or frustration |
| moods | boredom or relaxation |
| attitudes | least intense affect;; liking/disliking |
| consumer research steps | 1. research and analyze what consumers think, feel, and do; 2. analyze consumer environment; 3. develop marketing strategy; 4. place stimuli in environment |
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