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14 Cards in this Set
- Front
- Back
Steps in the consumer decision process
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problem recognition
information search evaluation of alternatives purchase post-purchase evaluation |
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consideration set
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a group of brands within a particular product category that they buyer views as alternatives for possible purchase
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cognitive dissonance
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a buyer's doubts shortly after a purchase about whether the decision was the right one
most likely to arise when a person has recently bought an expensive, high-involvement product that lacks some of the desirable features of competing brands |
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perception
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selecting, organizing and interpreting information to produce meaning
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situational influences
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physical surrounding
social surroundings time purchase reason buyer's mood and condition |
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psychological influences
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perception
motives learning attitudes personality and self-concept lifestyles |
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social influences
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roles
family reference groups opinion leaders social classes culture and subcultures |
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attitudes
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cognitive: knowledge
affective: feelings and emotions (do i really care about this?) the things that are important to people when they buy things, the things that distinguish a product from a similar product behavioral: actions regarding the object |
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reference groups
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Membership; a group to which an individual belongs
Aspirational; a group to which a person aspires to belong Dissociative; a group to which a person does not want to belong to |
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reference group influence in advertisements depends on 3 things:
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how effectively the advertisement communicates the message
the type of product the individuals susceptibility to reference group influence |
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Behavioral traits and purchase characteristics of different social classes
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african americans spend more on
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depreciable products such as clothing, entertainment, food
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hispanics spend more of their income on
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housing groceries, telephone services, and children's apparel, mens apparel, appliances, and shoes while spending less on health care, entertainment, and education
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asian culture values
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hard work , strong family ties and education
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