Chapter 4 Flashcards
What is consumer behavior?
Process and activities people engage with in relation to products and services to satisfy their needs
What are the stages in the consumer decision-making process?
- problem recognition
- information search
- alternative evaluation
- purchase decision
- postpurchase evaluation
what are the internal psychologial process
- motivation
- perception
- attitude formation
- integration
- learning
what are motives?
factors that compel a consumer to take a particular action
order of maslow’s pyramid
- physiological needs
- safety needs
- social needs
- esteem
- self actualization
explain the psychoanalytic theory
deep motives can only be determined by probing the subconscious
methods to probe the mind of the consumer (4)
-in-depth interviews
-projective techniques
-association tests
-focus groups
what is internal information search?
involves recalling past experiences and repetitive purchases
what is external information search?
seeking info from external sources (internet, personal and public sources)
what is perception?
receiving, selecting, organizing and interpreting info to create a meaningful picture of the world
what is sensation?
immediate, direct response of the senses to stimulus
what is the selective perception proces
- selective exposure
- selective attention
- selective comprehension
- selective retention
cognitive learning process
- goal
- purposive behavior
3, insight - goal achievement
culture:
complexity of learned meanings, values, norms, and customs shared by members of society
reference groups:
group whose presumer perspectives are being used by an individual as basis
