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17 terms

Marketing: Chapter 5

STUDY
PLAY
attitude
a "learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way."
beliefs
a consumer's subjective perception of how a product of brand performs on different attributes.
brand loyalty
a favorable attitude toward and consistent purchase of a single brand over time.
consumer behavior
the actions a person takes in purchasing and using products and services, including the mental and social consequences that come before and after these actions.
family life cycle
describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchase behaviors.
involvement
the personal, social, and economic significance of the purchase to the consumer.
learning
refers to those behaviors that result from (1) repeated experience ad (2) reasoning
motivation
the energizing force that stimulates behavior to satisfy a need
opinion leaders
Individuals who exert or direct social influence over others. They are considered to be knowledgeable about or users of particular products and services, so their opinions influence others' choices.
perceived risk
the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.
perception
the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
personality
refers to a person's consistent behaviors or responses to reoccurring situations.
purchase decision process
1. problem recognition
2. information search
3. alternative evaluation
4. purchase decision
5. post-purchase behavior
reference groups
people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.
subcultures
subgroups within the larger, or national, culture with unique values, ideas, and attitudes.
word of mouth
influencing people during conversations. most powerful and authentic information source for consumers because it typically involves friends viewed as trustworthy.
three reference groups
1. membership group
2. aspirational group
3. dissociative group