Chapter 5 Flashcards
Consumer behaviour definition
All things related to how humans operate as consumers
Involvement goods - Consumer Packaged Goods (CPG)
Trash bags, paper towels, laundry detergent - in general, CPGs are things that get used up and have to be replaced frequently, in contrast to items that people usually keep for a long time, such as cars and furniture.
Mind share concept definition
Mindshare is just a marketing term for the amount of talk or mention generated by a product within the public or media. The goal of companies is to have customers think of their products or services before competitors. For example, most consumers may think of McDonald’s when asked to name a fast food restaurant, or Nike when asked to name a company that makes running shoes.
Two perspectives that help explain consumer behaviour
- Psychological
2. Sociocultural
Psychological perspective on consumer bahavour
What happens in consumers heads? It portrays consumers as systematic (but not always rational) information seekers, processors and decision makers. This perspective is most relevant when discussing low-cost, low involvement goods.
Sociocultural perspective on consumer bahavour
Views consumers as social beings who operate in their societies and cultures and thus behave largely as a function of social circumstance and cultural forces.
Decision rules of thumb - sequence
- Need recognition
- Information search and alternative evaluation
- Purchase
- Post-purchase use and evaluation
Need state definition
A need state arises when one’s desired state of affairs differs from one’s actual state of affairs
Evoked set definition
The set of brands that come to mind when a category is mentioned.
Consideration set definition
The set of brands the consumer will consider for purchase
Evaluative criteria definition
Product attributes or performance characteristics.
Brand ambassador definition
Users who will become apostles for the brand, spreading the branding gospel.
Cognitive dissonance definition
The anxiety or regret that lingers after a difficult decision, sometimes called “buyers remorse”.
Involvement definition
The degree of perceived relevance and personal importance accompanying the choice of a certain product or service within a particular context: how much it matters to you.
Extended problem solving
In this mode, consumer go through a deliberate decision making process that begins with explicit need recognition, proceeds with careful internal and external search, continues through alternative evaluation and purchase, and ends with a lengthy post-purchase evaluation - high involvement, low experience
Limited problem solving
In this mode, a consumer is less systematic in his decision making - low involvement, low experience.
Habit definition
The most common mode, the consumer purchases the same brand over and over again in a mindless fashion - low involvement, high experience.
♠ Caveat: variety seeking
Variety seeking definition
Refers to the tendency of customers to switch their selection among various brands in a given category in a seemingly various pattern.
Pre decisional distortion definition
When consumers have an emotional connection to the brand, they actually distort information in a positive way to favour that brand and distort information in a negative way to diminish competing brands.
Semantic memory definition
The kind of memory through which names, words, and concepts are stored and retrieved from our minds.
Episodic memory definition
Memories of episodes/past-events
Culture definition
A total life ways of a people, the social legacy the individual acquires his group.
Ritual definition
often-repeated formalized behaviour involving symbols
Stratification definition
Systematic inequalities
