Attitude
A learned predisposition to respond favourably or unfavourably to stimuli based on relatively enduring evaluation of people, objects, and issues
Behavioural learning theories
Theories of learning that focus on how consumer behaviour is changed by external events or stimuli
Brand loyalty
A pattern of repeat product purchases, accompanied by an underlying positive attitude toward the brand, which is based on the belief that the brand makes products superior to its competition
Classical conditionning
Learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but will cause a similar response over time because of its association with the first stimulus
Clickstream analysis
A means of measuring a website's success by tracking customers' movement around the company website
Cognitive dissonance
The regret or remorse buyers may feel after making a purchase
Cognitive learning theory
A theory of learning that stresses the importance of internal mental processes and that views people as problem solvers, who actively use information from the world around them to master their environment
Conformity
A change in beliefs or actions as a reaction to real or imagined group pressure
Consideration set
The set of alternative brands the consumer is considering for the decision process
Consumer behaviour
The process individuals or groups go through to select, purchase, and use goods, services, ideas or experience to satisfy their needs and desires
Consumer generated media (CGM)
Posts (including video, audio, and multimedia posts) created by consumers in support or against products, brands, and corporate institutions
Consumer satisfaction/dissatisfaction
The overall feelings or attitude a person has about a product after purchasing it
Consumer-to-consumer (C2C) e-commerce
Communications and purchases that occur among individuals without directly involving the manufacturer or retailer
Culture
The values, beliefs, customs, and tastes that a group of people value
Evaluative criteria
The dimensions that consumers use to compare competing product alternatives
Family life cycle
A means of characterizing consumers based on the different family stages they pass through as they grow older
Heuristics
A mental rule of thumb that leads to a speedy decision by simplifying the process
Hierarchy of needs
An approach that categorizes motives according to five levels of importance, the more basic needs being ot the bottom of the hierarchy and the higher needs at the top
Information search
The process whereby a consumer searches for appropriate information needed to make a reasonable decision
Involvment
The relative importance of perceived consequences of the purchase to a consumer
Learning
A relatively permanent change in behaviour caused by acquired information or experience
Lifestyle
The pattern of living that determines how people choose to spend their time, money, and energy that reflects their values, tastes, and preferences
Motivation
An internal state that drives us to satisfy needs by activating goal-oriented behaviour
Multicultural marketing
The practice of recognizing and targeting the distinctive needs and wants of one or more ethnic subcultures
Operant conditioning
Learning that occurs as the result of rewards or punishments
Opinion leader
A person who is frequently able to influence others' attitudes or behaviours by virtue of his or her active internet and expertise on one or more product categories
Perceived risk
The belief that use of a product has potentially negative consequences, either financial, physical, or social
Perception
The process by which people select, organize and iterpret information from the outside world
Personality
The psychological characteristics that consistently influence the way a person responds to situations in the environment
Problem recognition
The process that occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state. This recongnition initiates the decision-making process
Reference group
An actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations, or behaviour
Self-concept
An individual's self-image that is composed of a mixture of beliefs, observations, and feelings about personal attributes
Sex roles
Society's expectations about the appropriate attitudes, behaviours, and appearance for men and women
Social class
The overall rank or social standing of groups of people within a society according to the value assignemed to such factors as family background, education, occupation, and income
Status symbol
Products that consumers purchase to signal membership in a desirable social class
Stimulus generalization
Behaviour caused by a reaction to one stimulus that occurs in the presence of other similar stimuli
Subculture
A group within a society whose members share a distinctive set of beliefs, characteristics, or common experiences