Consumer Behavior
-Defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and servises so as to satisfy their needs and desires.
Problem Recognition
-occurs when the consumer perceived a need and becomes motivated to solve the problem.
-initiates the subsequent decision process.
Sources of problem recognition
-out of stock
-dissatisfaction
-new needs/wants
-related products/purchases
-marketer induced problem recognition
new products
want
-a desire for something one does not have
motives
-those factors that compel a consumer to take a particular action
Psychoanalytic Theory
-An approach to the study of human motivations and behaviors pioneered by Sigmund Freud
Motivation Research
-Qualitative research designed designed to probe the consumer's subconscious and discover deeply rooted motives for purchasing a product.
Internal search
-The process by which a consumer acquires information by accessing past experiences or knowledge stored in memory
External search
-The search process whereby consumers seek and acquire information from external sources such as advertising, other people, or public sources.
Perception
-the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
-an individuals process
Sensation
-the immediate, direct response of the senses (taste, smell, sight, touch, and hearing) to a stimulus such as an ad, package, brand name, or point of purchase display.
Selective Perception
-may occur at the exposure, attention, comprehension, or retention stage of perception
Selective Exposure
-Occurs as consumers choose whether or not to make themselves available to information.
Selective Attention
-Occurs when the consumer chooses to focus attention on certain stimuli while excluding others.
Selective Comprehension
-the perceptual process whereby consumers interpret information based on their own attitudes, beliefs, motives, and experiences.
Selective Retention
-consumers do not remember all the information they see, hear, or read even after attending to an comprehending it
Mnemonics
-such as symbols, rhymes, associations, and images that assist in the learning and memory process are helpful
Subliminal Perception
-Refers to the ability to perceive a stimulus that is below the level of conscious awareness
Evoked Set
-generally only a subset of all the brands in which the consumer is aware
Evaluative Criteria
-the dimensions or attributes of a product or service that are used to compare different alternatives
-can be subjective or objective
Functional Consequences
-concrete outcomes of product or service usage that are tangible and directly experienced by consumers.
Psychological Consequences
-abstract outcomes that are more intangible, subjective, and personal, such as how a product makes you feel or how you think others will view you for purchasing or using it.
Multiattribute Attitude Model
-views an attitude object, such as a product or brand, as possessing a number of attributes that provide the basis on which consumers form their attitudes.
Salient Beliefs
-beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude
Integration Processes
-the way product knowledge, meanings, and beliefs are combined to evaluate two or more alternatives.
Heuristics
-simplified or basic decision rules that can be used by a consumer to make a purchase choice, such as buy the cheapest brand.
Affect Referral Decision Rule
-where consumers make a selection on the basis of an overall impression or summary evaluation of the various alternatives under consideration.
-this decision rule suggests that consumer have affective impressions of brands stored in memory that can be acc
Purchase Intention
-predisposition to buy a certain brand
Brand Loyalty
-a preference for a particular brand that results in its repeated purchase
-not limited to non-durables
Cognitive Dissonance
-a feeling of psychological tension or postpurchase doubt that a consumer experiences after making a difficult purchase choice
Classical Conditioning
-assumes that learning is an associative process with an already existing relationship between a stimulus and a response
Conditioned Stimulus
-In classical conditioning, a stimulus that becomes associated with an unconditioned stimulus and capable of evoking the same response or reaction as the unconditioned stimulus.
Conditioned Response
-In classical conditioning, a response that occurs as a result of exposure to a conditioned stimulus
Operant/Instrumental Conditioning
-A learning theory that views the probability of a behavior as being dependent on the outcomes or consequences associated with it.
Reinforcement
-the reward or favorable consequence associated with a particular response
-important element of instrumental conditioning
Schedules of Reinforcement
-the schedule by which a behavioral response is rewarded
Shaping
-the reinforcement of successive acts that lead to a desired behavior pattern or response
Culture
-the complexity of learned meanings, values, norms, and customs shared by members of a society
Subcultures
-smaller groups within a culture that possess similar beliefs, values, norms, and patterns of behavior that differentiate them from the larger cultural mainstream
Social Class
-refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviors can be grouped.
Reference Group
-a group whose presumed perspective or values are being used by an individual as the basis for his or her judgements, opinions, and actions.
Situational Determinants
-Influences originating from the specific situation in which consumers are to use the product or brand