Chapter 6 Flashcards
consumer behavior
processes a consumer uses to make purchase decisions and uses of a product
consumer decision making process
five step process used by consumers when buying a product
- need recognition
- information search
- evaluation of alternatives
- purchase
- post purchase behavior
need recognition
result of an imbalance between actual and desired states
want
the way a consumer goes about addressing a need
stimulus
any unit of input affecting one or more of the five senses: sight, smell, taste, touch, learning
internal information search
the process of recalling past information stored in memory
external information search
the process of seeking information in the outside environment
nonmarketing controlled information source
a product information source that is not associated with advertising or promotion
marketing controlled information source
a product information source that originates with marketers promoting the product
evoked set (consideration set)
a group of brands, resulting from an information search, from which a buyer can choose
brand extensions
a well known and respected brand name from one product category is extended into other product categories
cognitive dissonance
inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions
involvement
the amount of time and effort a buyer invests in the search, evaluation, and decision processes of a consumer behavior
routine response behavior
the type of decision making exhibited by consumers buying frequently purchased, low cost goods and services; requires little search and decision time
limited decision making
the type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category
extensive decision making
the most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information
culture
set of values, norms, attitudes, and other meaningful symbols that shape human behavior, and the artifacts, or products, of that behavior as they are transmitted from one generation to the next
value
the enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct
subculture
a homogeneous group of people who share elements of the overall culture as well as unique elements of their own group
social class
a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms
reference group
a group in society that influences an individuals purchasing behavior
primary membership group
a reference group with which people interact regularly in an informal, face-to-face manner, such as family, friends, or fellow employees
secondary membership group
a reference group with which people associate less consistently and more formally than a primary membership group, such as a club, professional group, or religious group
aspirational reference group
a group that someone would like to join
