Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

Marketing > Consumer Behavior > Flashcards

Consumer Behavior Flashcards

(104 cards)

Start Studying
1
Q

pester power

A

power that the pesterer, usually children, have over the decider

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Four P’s of marketing

A

price, product, promotion, place

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

environmental stimuli of product choice

A

economic, technologic, political, sociocultural, natural

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

types of consumer response

A

affective, cognitive, conative

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

affective consumer response

A

relating to emotional response

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

cognitive consumer response

A

refer to the consumer’s thought processes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

conative consumer response

A

refer to the consumer’s observable responses in relation to the purchase and disposal of goods or services

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

buyers decision process

A

problem recognition, information search, alternative evaluation,
purchase decision, post purchase.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

things affecting buyer’s decision process

A

Marketing stimuli, buyer’s responses, environmental stimuli, buyers characteristics

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

buyer’s Characteristics

A

Attitudes Motivation, perceptions, personality, lifestyle, knowledge

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

the decision model parts

A

interpersonal stimuli, intrapersonal stimuli, environmental stim, marketing stim

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

black box model

A

Marketing theory of consumer buying behavior in which what goes on within the human mind (the black box) is ignored, in favor of discovering which inputs (stimuli) produce the desired output (buying response).

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

low involvement decision

A

routine habitual consumption decisions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

high involvement decision

A

require a serious investment of time and effort in the search and evaluation process

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

problem recognition

A

the difference between the consumer’s current state and their desired state. the strength of this need drives the whole process.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

information search

A

consumers scan both their internal memory and external sources for information about products. Used to identify a list of realistic purchase options

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

alternative evaluation

A

Throughout the entire process, the consumer engages in a series of mental evaluations of alternatives, searching for the best value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

purchase intention

A

near the end of the alternative evaluation consumers form a purchase intention, which may or may not translate into an actual product purchase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

post purchase

A

a stage in which the purchaser’s actual experience of the product is compared with the expectations formed during the information search and evaluation stages

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

classes of problem solving

A

extensive problem, limited problem solving, routinized problem solving.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

ways to become aware of a problem

A

out of stock, regular purchase, dissatisfaction, new needs or wants, related products, marketer induced problem recognition, new products and categories

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Related products

A

one product may trigger the need for accessories, spare parts or complementary goods and services

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Marketer-induced problem recognition

A

When marketing activity persuades consumers of a problem (usually a problem that the consumer did not realise they had)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

evoked set

A

the set of brands that a consumer can elicit from memory and is typically a very small set of some 3- 5 alternatives

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
inept set
knowledge of a group of producers that the consumer has bad feelings about.
26
inert set
knowledge of a group of producers that the consumer has indifferent feelings about.
27
consideration set
mental list of brands into a set of alternatives that represent realistic purchase options
28
advertising is traditionally used for
increase the likelihood that a brand name was included in the consumer's evoked set
29
set implication for marketers
relevant brand information should be disseminated as widely as possible and included on any forum where consumers are likely to search for product or brand information, whether traditional media or digital media channels.
30
touch point
places where a customer can interact with the company. gives the customer the opportunity to compare their prior perceptions of the business and form an opinion
31
consumers evaluate alternatives with...
functional and psycho-social benefits offered.
32
functional benefits
tangible outcomes that can be experienced by the consumer such as taste or physical appearance
33
Psycho-social benefits
the more abstract outcomes or the personality-related attributes of a brand, such as the social currency that might accrue from wearing an expensive suit, designer label or driving a 'hot' car.
34
brand image
consumers are predisposed towards brands with a personality that matches their own
35
self congruity research
branch of consumer behaviour that investigates the matching of a brand's personality and the consumer's personality
36
social media is mainly used for...
creation of brand's personality
37
purchase intent
I will buy Brand X one day. a strong, yet imperfect predictor of sales.
38
sales conversion rate
extent to which purchase intentions result in actual sales
39
techniques to improve sales conversion rate
easy payment, sales promotions, advertising messages, service conviences
40
call to action
provide consumers with strong reasons for purchasing immediately such an offer that is only available for a limited time or sum of customers.
41
ways to close a sale
social evidences, scarcity attraction
42
social evidences
the salesperson refers to previous success and satisfaction from other customers buying the product
43
scarcity attraction
as it forces the consumer to make a quicker decision, and therefore less time evaluating alternatives
44
post-decision dissonance(PDD)
the feeling of anxiety that occurs in the post purchase stage, as well as the uneasy feelings or concerns as to whether or not the correct decision was made at purchase
45
consumer awareness
awareness of the consumption of goods formed by consumers in the long-term shopping environment and purchasing activities.
46
change of life concept
subjective factor of the change of consumer awareness. As people's living standards continue to increase so do their life concepts are constantly change which leads to different practices.
47
brand preference
described as a link between the brand and a purchase motivation.
48
purchase motivations
five negative motives and three positive motives, which energise purchase decisions
49
what are the purchase motivations
problem removal, problem avoidance, incomplete satisfaction, mixed approach avoidance, normal depletion, sensory gratification, intellectual stimulation, social approval/conformity
50
problem removal
annoyance to relief
51
problem avoidance
fear to relaxation
52
incomplete satisfaction
disappointment to opptimism
53
mixed approach avoidance
conflict to peace of mind
54
normal depletion
mild annoyance to convince
55
intellectual stimulation
Bored to excited
56
social approval/conformity
ashamed to flattered
57
sensory gratification
dull or neutral to sensory anticipation
58
involvement
the consumer's motivation to search for information and engage in the purchase decision process
59
Selective exposure
when consumers decide whether to be exposed to information inputs. think skipping an ad on youtube
60
selective attention
when consumers focus on some messages to the exclusion of others. think watching an ad on youtube
61
Selective comprehension
where the consumer interprets information in a manner that is consistent with their own beliefs
62
Selective retention
occurs when consumers remember some information while rapidly forgetting other information.
63
consumer integration
The way that consumers combine information inputs to arrive at a purchase decision.
64
processes of perception
Sensing info, selecting info and interpreting info
65
external influences on purchase decision
culture, subcultures, social class, reference groups
66
consumption subculture
based on a shared commitment to a common brand or product. think hypebeast`
67
reference group
a group whose presumed perspectives or values are being used by an individual as the basis for his or her judgment, opinions, and actions.
68
consumer decision styles definition
mental orientation characterising a consumer's approach to making choices
69
consumer style inventory factors
price-sensitivity, quality-consciousness, brand-consciousness, novelty-seeking, fashion-consciousness and habit
70
price-sensitivity
carefully shop around seeking lower prices, sales or discounts
71
quality-consciousness,
consumer's search for the very best quality in products, shop systematically making more comparisons and shopping
72
brand-consciousness,
tendency to buy expensive, well-known brands or designer labels, tend to believe that the higher prices are an indicator of quality
73
novelty-seeking
gain excitement from seeking new things; they like to keep up-to-date with fashions and trends, variety-seeking is associated with this dimension.
74
fashion-consciousness
tendency to seek out new products or new experiences for the sake of excitement
75
habit
purchase decision does not involve much evaluation or shopping around
76
impulsive
tend not to be engaged with the object at either a cognitive or emotional level
77
confused
confusion caused by too many product choices
78
five types of risk
financial, performance, physical, social, psychological
79
types of goods
search, experience and credence
80
search goods
most tangible products, possess tangible characteristics that allow consumers to evaluate quality prior to purchase and consumption
81
experience goods
restaurants and clubs, can only be evaluated with certainty after purchase or consumption
82
credence goods
the consumer finds it difficult to fully appreciate the quality of the goods even after purchase and consumption has occurred.
83
risk reduction strategies
advertising, shopping around, buy known brand, buy from reputable store, product reviews, sampling or limited scale trial, manufacturer specifications, referrals, sales reps, product guarantees
84
diffusion models
Insights about how innovations are diffused through populations can speed up the new product adoption process and fine-tune the marketing program at different stages of the diffusion process
85
factors that contribute to rate of diffusion
relative advantage, Compatibility, Complexity, Trialability, Observability
86
brand switching
the fast moving consumer goods market the incidence of switching is relatively high
87
channel switching
the action of consumers switching to a different purchasing environment (or distribution channel) to purchase goods, such as switching from brick-and-mortar stores to online catalogues, or the internet
88
styles of advertising
thinking ads feeling ads
89
thinking ads
those that require cognitive processing
90
feeling ads
those that are processed at an emotional level
91
four types of loyalty
loyalty, spurious loyalty, latent loyalty, no loyalty
92
loyalty
favourable attitude and favourable patronage behaviour
93
spurious loyalty
low relative attitude and high repeat patronage. occurs when the consumer undertakes repeat purchasing due to situational factors such as access, convenience or shelf placement
94
latent loyalty
high relative attitude and low repeat patronage
95
no loyalty
low relative attitude and low repeat patronage behaviour
96
types of loyalty programs
reward and recognition programs
97
reward
customer accumulates points for each purchase, and the points can subsequently be exchanged for goods or services
98
recognition
a quasi-membership basis where the consumer is issued with a card that upon presentation leads to various entitlements such as free upgrades, special privileges or access to products/services that are not normally available to non- members, and that acknowledge the loyal customer's "VIP" status
99
types of online consumer behavior
directed information seekers, undirected information seekers, directed buyers, bargain hunters, entertainment seekers
100
directed information seekers
users that primarily look for information about a product or service online, but there is no guarantee that they may be converted into online buyers
101
undirected information seekers
newcomers to a product or service. They are more likely to interact with online prompts, and click through to web pages linked in advertising.
102
directed buyers
have a predetermined mindset and wish to purchase a specific product or service online.
103
bargain hunters
price-sensitive users that like to discover products during sales promotions. For these users, discounts are a major attraction to online sales conversion.
104
entertainment seekers
consumers that are attracted to marketing delivered as a fun activity. Interactive online games could be useful in attracting this kind of customer.

Marketing (2 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions