Principles of Marketing (Chapter 5) – Flashcards
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Consumer Behavior
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The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions
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Purchase Decision Process
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Consists of the five stages a buyer passes through in making choices about which products and servicesto buy: (1) problem recognition,(2) information search, (3) alternative evaluation, (4) purchase decision,and (5) postpurchase behavior.
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Evaluative Criteria
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Factors that represent both the objective attributes of a brand ( such as locate speed) and the subjective ones ( such as brand prestige) to use to compare different products and brands
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Consideration Set
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The group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware in the product class
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Cognitive Dissonance
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the feeling of post-purchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives
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Involvment
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the personal, social, and economic significance of the purchase to the consumer
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Situational Influences
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the five aspects of the purchase situation that impacts the consumer's purchase decision; (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states
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Motivation
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the energizing force that stimulates behavior to satisfy a need
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Personality
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A person's consistent behaviors or response to recurring situations
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Self-Concept
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The way people see themselves and the way they believe others see them
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Perception
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The process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world
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Subliminal Perception
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Seeing or hearing messages without being aware of them
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Perceived Risk
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The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes that may be negative consequences
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Learning
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Those behaviors that result from (1) repeated experience and (2) reasoning
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Brand Loyalty
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A favorable attitude toward and consistent purchase of a single brand over time
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Attitude
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A learned predisposition to respond to an object or class objects in a consistently favorable or unfavorable ways
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Beliefs
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A consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people
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Lifestyle
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A mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them
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Opinion Leaders
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Individuals who exert direct or indirect social influence over others
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Word of Mouth
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The influencing of people during conversations
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Reference Groups
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People to whom an individual looks as a basis for self-appraisal or as a source of personal standards
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Consumer Socialization
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The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers
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Family Life Cycle
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The distinct phases that a family progresses from formation to retirement, each phase bringing with it identifiable purchasing behaviors
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Social Class
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The relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped
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Subcultures
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Subgroups within the larger, or national culture with unique values, ideas, and attitudes
