Ch 05 Flashcards Preview

MKTG 305-01 > Ch 05 > Flashcards

Flashcards in Ch 05 Deck (35):
1

Motivation

the energizing force that stimulates behavior to satisfy a need.

2

Personality

a person’s consistent behaviors or responses to recurring situations.

3

Perception

the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

4

Subliminal perception

involves seeing or hearing messages without being aware of them.

5

Learning

behaviors that result from (1) repeated experience and (2) reasoning.

6

attitude

a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

7

Beliefs

a consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.

8

Opinion leaders

individuals who exert direct or indirect social influence over others.

9

Reference groups

people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.

10

Consumer socialization

the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.

11

Social class

the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

12

Subcultures

subgroups within the larger, or national, culture with unique values, ideas, and attitudes.

13

3 variations of the consumer purchase decision process

routine, limited, and extended problem solving.

14

Women make ? %of new car buying decisions and influence ? % of decisions

60; 84%

15

5 stages of the purchase decision process

Problem Recognition- Perceiving a need
Information Search- Seeking value
Alternative Evaluation- Assessing value
Purchase Decision- Buying value
Post-purchase Behavior- Consuming/ using value

16

Cognitive Dissonance is displaced in

Postpurchase Behavior

17

Consumer Purchase Decision Process

Problem recognition
Information search
Alternative evaluation
Purchase decision
Postpurchase behavior

18

Sociocultural Influences

Personal influence
Reference groups
Family influence
Social class
Culture and subculture

19

Psychological Influences

Motivation
Personality
Perception
Learning
Values, beliefs, and attitudes
Lifestyle

20

Situational Influences

Purchase task
Social surroundings
Physical surroundings
Temporal effects
Antecedent states-moods or momentary conditions

21

Hierarchy of Needs

Self-Actualization Needs
Personal Needs
Social Needs
Safety Needs
Physiological Needs

22

Personality

refers to a person’s consistent behaviors or responses to recurring situations

23

Selective Perception

the filtering process of exposure, comprehension, and retention by the human brain to organize and interpret information.

24

Strategies to Reduce Perceived Risk

Obtain Seals of Approval
Secure Endorsements
Provide Free Trials/Samples
Give Extensive Instructions
Provide Warranties/Guarantees

25

Learning behaviors result from

(1) repeated experience and
(2) reasoning

26

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR LEARNING

Stimulus Generalization
Stimulus Discrimination
VALUES, ATTITUDES AND BELIEFS

27

What is the first stage in the consumer purchase decision process?

Problem recognition- perceiving a need

28

The brands a consumer considers buying our of the set of brands in a product class of which the consumer is aware are collectively called the ?

Consideration set

29

What is the term for post purchase anxiety?

Cognitive dissonance

30

The problem with the Toro Snow Pup was an example of selective ?

Comprehension- consumers perceived the name to mean that Snow Pup was too light to do serious snow removval

31

What three attitude change approaches are most common?

1 Change beliefs about the extent of which a brand has certain attributes
2 Change the perceived importance of these attributes
3 add new attributes to the produuct

32

What does lifestyle mean?

Lifestyle is a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them

33

what are the two primary forms of personal influence?

1 Opinion leadership
2 Word of mouth

34

Marketers are concerned with which types of reference groups?

1 associative groups- actually belongs
2 aspiration groups- wish to be a member of
2 dissociative groups- distance from

35

What two challenges must marketers overcome when marketing to Hispanic consumers

1 diversity of nationalities
2 language barrier cisinterpretation