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Consumer Behavior Marketing EXAM 1

Terms in this set (56)

Exposure
Occurs when consumers come into contact with information in the environment, some-times through their own intentional behaviors and sometimes by accident.
Attention
The process by which consumers select information in the environment to interpret. Also, the point at which consumers become conscious or aware of certain stimuli.
Interpretation Processes
The processes by which consumers make sense of or determine the meanings of important aspects of the physical and social environment, as well as their own behaviors and internal affective states.
Market Segmentation
The process of dividing a market into groups of similar consumers and select-ing the most appropriate group(s) for the firm to serve.
Product Positioning
Designing and executing a marketing strategy to form a particular mental representation of a product or brand in consumers' minds. Typically the goal is to position the product in some favorable way relative to competitive offerings.
Consumer Behavior
"the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives."
In other words, consumer behavior involves the thoughts and feelings people experience and the actions they perform in consumption processes. It also includes all the things in the environment that influence these thoughts, feelings, and actions.
Marketing Strategy
the design, implementation, and control of a plan to influence exchanges to achieve organizational objectives.
Consumer Affect
refers to their feelings about stimuli and events, such as whether they like or dislike a product.
Consumer Cognition
refers to their thinking, such as their beliefs about a particular product.
Push Strategies
trade discounts and incentives to enhance retailers' selling efforts.
Pull Strategies
cents-off coupons, to encourage the consumer to purchase the manufacturer's brand.
Short-term Memory
is that portion of total memory that is currently activated or in use.
STM is Short Lived
Consumers must constantly refresh information through maintenance rehearsal or it will be lost.
STM has Limited Capacity
Consumers can only hold so much information in current memory.
Elaborative Activities Occur in STM
Elaborative activities serve to redefine or add new elements to memory and can involve both concepts and imagery.
Long-term Memory
is that portion of total memory devoted to permanent information storage.
Semantic memory
the basic knowledge and feelings an individual has about a concept.
Episodic memory
is the memory of a sequence of events in which a person participated.
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