Marketing (12th edition Kerin, Hartley, Rudelius) Ch. 5 terms

Consumer Behavior
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
Purchase Decision Process
the five stages buyer passthrough in making choices about which products and services to buy: 1) problem recognition 2) information search 3) alternative evaluation 4) purchase decision 5) post purchase behavior
Problem Recognition
initial step in the purchase decision, is perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision
Evaluative Criteria
represents both the objective attributes of a brand (such as display) and the subjective ones (such as prestige) you use to compare different products and brands
Consideration Set
the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware
Cognitive Dissonance
the feeling of post purchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives
the personal, social, and economic significance of the purchase to the consumer
Situational Influences
the five aspects of the purchase situation that impact the consumer’s purchase decision process: 1) the purchase task 2) social surroundings 3) physical surroundings 4) temporal effects 5) antecedent states
the energizing force that stimulates behavior to satisfy a need
a person’s consistent behaviors or responses to recurring situations
the way people see themselves and the way they believe others see them
the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world
Subliminal Perception
you see or hear messages without being aware of them
Perceived Risk
represents the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences
the behaviors that result from 1) repeated experience and 2) reasoning
a “learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way”
a consumer’s subjective perception of how a product or brand performs on different attributes
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
Opinion Leaders
individuals who exert direct or indirect social influence over others
Word of Mouth
influencing of people during conversations. most powerful and authentic information source
Reference Groups
people to whom an individual looks as a basis for self-appraisal or as a source of personal standards
Brand Community
specialized group of consumers with a structured set of relationships involving a particular brand, fellow consumers of that brand, and the product in use
Consumer Socialization
the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers
Family Life Cycle
describes the distinct phases that a family progresses through from formation to retirement, each phase brining with it identifiable purchasing behaviors
Social Class
the relatively permanent, homogenous divisions in a society into which people sharing similar values, interests, and behavior can be grouped
subgroup within the larger, or national, culture with unique values, ideas, and attitudes

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