Card Set Information

2012-07-07 12:22:57
Chapter Five

Consumer Behavior
Show Answers:

  1. Consumer Behavior
    Process through which buyers make purchase decisions
  2. Culture
    Values,beliefs,preference, and tastes handed down from one generation to the next
  3. Three broad categories for interpersonal influences:
    • 1.Cultural Influences
    • 2.Social Influences
    • 3.Family Influences
  4. Subcultures
    Groups with their own distinct modes of behavior
  5. The ASCH Phenomenon
    The surprising impact of groups and group norms on individual behavior (Individuals conform to the majority)
  6. Reference groups
    People of institutions whose opinions are valued and to whom a person looks for guidance in his or her own behavior,values, and conduct, such as a spouse, family, friends, or celebrities (Children are especially vulnerable to the influence of reference groups)
  7. Six differenct social classes:
    • 1. Upper-upper
    • 2. Lower-upper
    • 3. upper-middle
    • 4. lower-middle
    • 5.working class
    • 6. lower class
  8. Opinion Leaders
    Trendsetters who purchase new products before others in a group and then influence others in their purchases
  9. Need
    Imbalance between a consumer's actual and desired states
  10. Motive
    Inner state that directs person toward the goal of statisfying a need
  11. Marketing five levels of need:
    • 1. Physiological Needs
    • 2. Safety Needs
    • 3. Social/Belongingness Needs
    • 4. Esteem Needs
    • 5. Self-Actualization Needs
  12. Perception
    Meaning that a person attributes to incoming stimuli gathered through the five senses (Two factors that influences a persons perception: Stimulus factors, Individual factors)
  13. Perceptual Screens
    The mental filtering processes through which all inputs must pass (A factor that stands out from all the rest; double the size of an ad)
  14. Subliminal perception
    The subconscious receipt of incoming information
  15. Attitudes
    Person's enduring favorable or unfavorable evaluations, emotions, or action tendecies toward some object or idea
  16. Attitude Components (Three)
    • 1. Cognitive: Individual's information and knowledge about an object or concept
    • 2. Affective: Deals with feelings or emotional reactions
    • 3. Behavioral: Tendencies to act in a certain manner
  17. Learning
    Knowledge or skill acquired as a result of experience, which changes consumer behavior
  18. Shaping
    The process of applying a series of rewards and reinforcements to permit more complex behavior to evolve (Applying to marketing decisions)
  19. Self-concept
    Person's multifaceted picture of himself or herself
  20. A person's self-concept has four components:
    • 1. Real self
    • 2. Self-image
    • 3. Looking-glass self
    • 4. Ideal self
  21. High-involvement purchase decisions
    Purchases with high levles of potential social or economic consequences
  22. Low-involvement purchase decisions
    Routine purchases that pose little risk to the consumer
  23. Six steps in the consumer decision process
    • 1. Problem-Opportunity Recognition
    • 2. Search
    • 3. Evaluation of Alternatives
    • 4. Purchase Decision
    • 5. Purchase Act
    • 6. Postpurchase Evaluation
  24. Evoked set
    Number of alternatives a consumer actually considers in making a purchase decision
  25. Evaluative criteria
    Features a consumer considers in choosing among alternatives
  26. Two results of purchaes:
    • 1. Satisfaction
    • 2. Cognitive Dissonance
  27. Cognitive Dissonance
    Imbalance among knowledge,beliefs, and attitudes that occurs after an action or decision, such as a purchase
  28. Marketers recognize three categories of problem-solving behavior:
    • 1. Routinized Responce Behavior
    • 2. Limited Problem Solving
    • 3. Extended Problem Solving