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Chapter 5 Flashcards

1
Q

Consumer Behavior

A

the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions

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2
Q

purchase decision process

A

the stages a buyer passes through in making choices about which products or services to buy

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3
Q

purchase decision process stages

A
  1. problem recognition (perceiving a need)
  2. information search (seeking value)
  3. alternative evaluation (assessing value)
  4. purchase decision (buying value)
  5. postpurchase behavior (realizing value)
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4
Q
  1. Problem Recognition
A

perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision

Ex: Need a new computer

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5
Q
  1. Information Search
A

search for information using internal search or external search

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6
Q

internal search

A

scan your memory for previous experiences with products or brands

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7
Q

external search

A

needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low

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8
Q

3 Primary Sources of external information

A
  1. personal sources (relatives, friends, social media sites that consumer trusts)
  2. public sources (product rating orgs, consumer reports, gov agencies, TV consumer programs)
  3. marketer-dominated sources (info from sellers-ads, company websites, salespeople, store displays)
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9
Q
  1. Alternative Evaluation
A

Clarifies the information gathered by (1) suggesting criteria to use for the purchase, (2) yielding brand names that might meet the criteria, (3) developing consumer value perceptions

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10
Q

evaluative criteria

A

Objective (such as display) and subjective (such as prestige) product characteristics you use to compare different products/brands

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11
Q

consideration set

A

A group of brands within a product category that a buyer views as alternatives for possible purchase

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12
Q

multi-attribute model

A

A compensatory model of customer decision making based on the notion that customers see a product as a collection of attributes or characteristics. The model uses a weighted average score based on the importance of various attributes and performance on those issues.

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13
Q
  1. Purchase Decision
A

from whom to buy and when to buy

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14
Q
  1. Post Purchase Behavior
A

After buying the product, consumer compares it with personal expectations & is either satisfied or dissatisfied

satisfaction, dissatisfaction, loyalty, cognitive dissonance

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15
Q

cognitive dissonance

A

feeling of post-purchase psychological tension or anxiety

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16
Q

involvement

A

the personal, social, and economic significance of the purchase to the consumer

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17
Q

High Involvement purchase

A

Purchase decisions that heavily involve us
Have at least one of these characteristics : the item is expensive, can have serious, personal consequences, could reflect on one’s social image

Ex: buying a car

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18
Q

Medium Involvement Purchase

A

Purchase decisions that only involve us a little bit

Ex: Meal planning for the week (more thinking)

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19
Q

Low Involvement Purchase

A

Purchase decisions that barely and involve us

Ex: buying toothpaste

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20
Q

3 types of decision making

A
  1. Extended
  2. Limited
  3. Routine
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21
Q

extended problem solving

A

Each of the five stages of the consumer purchase decision process is used & considerable time/effort are devoted to the search for external information and the identification/evaluation of alternatives
-used in high involvement purchases
Ex: Buying house/car

(high involvement)

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22
Q

limited problem solving (medium involvement)

A

Consumers seek more information or rely on a friend to help them evaluate alternatives
-used for purchase decisions that don’t require a lot of time or effort
- medium involvement

Ex: Buying a toaster or deciding where to eat

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23
Q

Routine Problem Solving (Low Involvement)

A

Purchase decision is a habit & requires low involvement

Ex: buying a candy bar , frequently purchased grocery products (milk)

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24
Q

Situational influence

A

temporary conditions that affect how buyers behave

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25
5 situational influences that affect purchase decisions
1. purchase task 2. social surroundings 3. physical surroundings 4. temporal effects 5. antecedent states
26
Purchase Task (Situational Influences)
the reason for engaging in the decision to purchase
27
Social Surroundings (Situational Influences)
the other people present when a purchase decision is made
28
physical surroundings (situational influences)
Decor, music, crowding in store
29
Temporal effects (situational influences)
time of day, amount of time available
30
Antecedent States (Situational Influences)
situational factors, usage contexts, time pressure, mood, shopping orientation
31
consumer touchpoints
are a marketer's product, service, or brand points of contact with a consumer from start-to-finish in the purchase decision process Ex: ads, online, social media, etc
32
consumer journey map
a visual representation of all the touchpoints a consumer comes into contact with before, during, and after a purchase
33
Psychology
Helps marketers understand why & how consumers behave as they do
34
Motivation
The energizing force that stimulates behavior to satisfy a need
35
Maslow's Hierarchy of Needs
(level 1) Physiological Needs (level 2) Safety and Security (level 3) Relationships, Love and Affection (level 4) Self Esteem (level 5) Self Actualization
36
Physiological Needs (Maslow)
Basic survival needs that must be satisfied first Ex: food, water, shelter, oxygen
37
Safety Needs (Maslow)
security and protection from physical and emotional harm Ex: financial security, life, insurance, freedom from harm, alarm system
38
Social Needs (Maslow)
The needs for love, companionship, and friendship-the desire for acceptance by others
39
Personal needs (Maslow)
Status, self-respect, prestige, achievement
40
Self actualization needs (Maslow)
to find self-fulfillment and realize one's potential
41
Personality
a person's consistent behaviors or responses to recurring situations
42
Self concept
When people see themselves & the way they believe others see them
43
Actual self-concept
how people actually see themselves
44
ideal self-concept
how people would like to see themselves
45
Perception
the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world
46
Selective perception
a filtering of exposure, comprehension, and retention
47
Selective exposure
people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent with them
48
Selective comprehension
interpreting information so that it is consistent with your attitudes and beliefs
49
Selective retention
consumers do not remember all the information they see, read, or hear, even minutes after exposure to it
50
Subliminal perception
you see or hear messages without being aware of them
51
Perceived risk
the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences
52
Learning
behaviors that result from repeated experience and reasoning
53
Behavioral learning
the process of developing automatic responses to a situation built up through repeated exposure to it
54
4 variables central to how customers learn from repeated experience
1. Drive 2. Cue 3. Response 4. Reinforcement
55
Drive
a need that moves an individual to action
56
Cue
a stimulus or symbol perceived by consumers
57
Response
the action taken by a consumer to satisfy the drive
58
Reinforcement
the reward
59
stimulus generalization
a response to another stimulus that is similar to the original conditioned stimulus Ex: Tylenol PM & Tylenol Cold/Flu
60
stimulus discrimination
a person's ability to perceive differences in stimuli
61
Cognitive learning
making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting your own accordingly Ex: Tylenol showcasing pain reliever medicine by showing someone using it and finding relief
62
brand loyalty
a favorable attitude toward and consistent purchase of a single brand over time
63
Attitude
a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way
64
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
65
3 approaches to change consumer attitudes
1. Changing beliefs about the extent to which a brand has certain attributes 2. Changing the perceived importance of attributes 3. Adding new attributes to the product
66
Lifestyle
A person's pattern of living as expressed in his or her activities, interests, and opinions
67
Psychographics
Analysis of consumer lifestyles, provides insights into consumer needs/wants
68
sociocultural influences
evolve from a consumer's formal and informal relationships with other people
69
Personal influence
A consumer's purchases are often influenced by the views, opinions, or behaviors of others
70
2 aspects of personal influence
1) opinion leadership 2) word-of-mouth activity
71
opinion leadership
individuals who exert direct or indirect social influence over others Ex: using actors, musicians, athletes to represent products
72
word of mouth
the influencing of people during conversations Ex: trustworthy friends
73
influencer marketing
Focusing on the identification and recruitment of influencers to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers
74
Reference groups
people to whom an individual looks as a basis for self-appraisal or as a source of personal standards
75
3 reference groups
1. Associative group 2: Aspiration group 3. Dissociative group
76
Associative group (reference group)
one to which a person actually belongs Ex: fraternities and sororities and alumni associations
77
brand community
a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use
78
Aspiration group (reference group)
one that a person wishes to be a member of or wishes to be identified with Ex: sports team, professional society
79
Dissociative group (reference group)
One that person wishes to maintain a distance from because of differences in values/behaviors
80
Social Class Influence
the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped -upper, middle, lower class Ex: occupation, source of income, education
81
Family Influence
the influence of family members on decisions
82
3 types of Family Influence
1. Consumer socialization 2. The family life cycle 3. Family decision making
83
consumer socialization
the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers Ex: children learn how to purchase by interacting w/ adults in purchase situations & through their own purchasing/product usage experience
84
The Family life cycle
the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors
85
family decision making
is the process by which decisions that directly or indirectly involve two or more family members are made
86
2 Family Decision Making Styles
1) Joint Decision Making 2) Spouse Dominant
87
joint decision making
most decisions are made by both husband and wife
88
spouse dominant decision making
either husband or wife is mostly responsible
89
5 Roles in the Purchase Decision Process of Family Decision Making
1) information gatherer 2) influencer 3) decision maker 4) purchaser 5) user
90
Information gatherer
one or more individuals will secure information related to the possible purchase figures out all the options & evaluates them Ex: being in charge of choosing the best place to go on vacation, finding all the possible locations
91
Influencer
Person who can persuade you Ex: seeing info on TikTok & telling your parents/persuading them not to go to Orlando for vacation
92
Decision maker
Person who has power to decide Ex: parents
93
Purchaser
the person who actually buys the product under consideration Ex: parents
94
User
the person who actually uses the product -NOT always the purchaser Ex: kids using a LEGO set
95
Culture and Subculture Influences
Influence product preferences & buying patterns
96
Subculture
subgroups within the larger, or national, culture with unique values, ideas, and attitudes

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