Quiz 3 Flashcards
What are the main factors that affect the customer decision-making (CDM) process
Marketing mix
Situational factors
Social factors
Psychological factors
Situational factors
Who are you buying for & how does this store influence consumers
Social factors
How do brand ambassadors influence
What are psychological influences
The influence of the environment on the way you think, feel, and act
What do psychological influences include
Perception, learning, motivation, and attitude
Perception
Process by which people select, organize, and interpret stimuli into a meaningful and coherent picture. (Understanding your environment)
What is a stimulus
Any unit of input that affects our senses
Describe the process of perception
Sensation –> when a stimulus makes contact with your body
Pattern recognition –> where you match stimuli with long term memory
Perception (understanding) –> not always reality
Five barriers to perception
Selective exposure Selective attention Selective comprehension Selective distortion Selective retention
Selective exposure
Consumer notice certain stimuli and ignores others
Selective attention
Just noticeable difference - just the amount a stimulus has to change to get you to notice it
Subliminal perception - When you notice the ad, but do not perceive it
Selective comprehension
Don’t interpret the stimuli correctly
Selective distortion
Consumer changes or distorts information that conflicts with feelings or beliefs
Selective retention
Consumer remembers only that information that supports personal beliefs
What accurately describes perception
The process of understanding stimuli in the environment
What describes the fact that people don’t notice very advertisement they walk by
Selective exposure
Learning
A process that creates changes in behavior or in a persons thought process through experience/practice and cognition
Why does learning matter to marketers
It teaches consumers why they should buy their product
The two primary ways that you can learn
Experience - by doing
Cognition - by gaining conceptual knowledge
The two ways that you can boost your learning
Repetition and Reinforcement/punishment
The mere exposure effect
a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them
Shaping
A technique using all 4 aspects of learning to create repetitive buying behavior
Usually used for consumables
Shaping examples
Coupons
Tampax box given to Justice customers
Gillette razors given on your 18th birthday
Stimulus generalization
A form of learning that occurs when ones response is extended to a second stimulus similar to the first
Ex. Off-brand products
