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18 Cards in this Set
- Front
- Back
What is consumer behavior? |
The actions that a person takes when purchasing and using products/services, including mental processes that precede and follow these actions. |
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What are the 5 stages of the consumer purchase decision? |
Problem recognition Information search Alternative evaluation Purchase decision Post purchase behavior |
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What are the internal and external components of a search for information? |
Internal = memory and experiences
External = 1) personal (family & friends) |
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What is an awareness set vs. a consideration set? |
Awareness set: brands you become aware of during your search for information
Consideration set: brands you would consider acceptable amongst the ones you're aware of |
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What is cognitive dissonance? |
Feeling of post purchase psychological tension or anxiety |
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When does a consumer go through extended problem solving? |
When the involvement is high (ie., price is high, has serious personal consequences, or can reflect on social image) |
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What are 3 forms of problem solving? |
Routine Limited Extended |
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What is the marketing strategy for low involvement products? |
1) maintain quality 2) keep shelves stocked 3) reassure right choice |
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What is the marketing strategy for high involvement products? |
Effectively providing consumers with the necessary information |
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What are 5 things (situational influences) that can change your decision? |
1) purchase task (reason for the decision) 2) social surroundings (other people present) 3) physical surroundings (decor, music, crowd) 4) temporal effects (time available) 5) antecedent states (mood & cash on hand) |
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What are 5 major psychological influences on consumer behavior? |
1) motivation & personality 2) perception & risk 3) learning 4) values, beliefs, & attitudes 5) lifestyle |
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What is a self concept? |
The way people see themselves and believe others see them (actual & ideal) |
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What are the 4 stages of selective perception" |
Selective attention Selective retention Selective distortion Subliminal perception |
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How do companies reduce perceived risk? |
1) obtain seals of approval (organic) 4) warranties & guarantees
The greater the risk the greater the external search phase. |
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What is learning? What are 2 kinds of it? Describe each. |
Behavior that results from repeated experience.
Cognitive and behavioral.
Cognitive: thinking reasoning, & mental problem solving
Behavioral: developing response through repeated exposure to stimulus. |
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What are the 4 variables of behavioral learning? |
drive (strong internal stimulus), cue (faint external stimulus), response (action taken by consumer), reinforcement (reward) |
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What are 3 ways of changing a person's attitude toward a brand? |
Changing the extent to which the believe the brand has that attribute
Changing the importance of that attribute
Adding new attributes to the product |
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What are major sociocultural influences on consumer behavior? |
1) Personal influence - word of mouth buzz marketing - viral marketing
2) Reference groups - membership primary & secondary - non membership aspirational & disassociative
3) Family influence - consumer socialization - family life cycle - family decision making
4) social class
5) culture & subculture |