Term
Decision Making process
What are the 5 steps? |
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Definition
1.Problem recognition
2,information search
3.evaluation of alternatives
4.Product Choice
5.Post purchase evaluation |
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Term
| First 3 steps of decision making process and their definitions |
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Definition
Problem recognition: consumer sees a difference between his current state and his desired state
Information search: process which consumer searches for app information to make reasonable decision
Evaluation of Alternatives: possible brand: Toyota, Chevy, ford
Eval criteria: price, warranty, design, function |
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Term
| Last two steps of Decision making process |
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Definition
Product Choice: purchase intention, desire to buy most preferred brand
- brand loyalty, heuristic
- country of origin
Post Purchase Evaluation
consumers expectation of product quality and performance products perceived performance standard (satisfied or unsatisfied?) |
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Term
Internal influences: PERCEPTION
3 requirements
motivation? |
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Definition
Exposure: stimuli must be within sensory receptions to be noticed
Perception Selection: consumers will pay attention to some stimuli and not others
Interpretation: consumers assign meaning to stimuli
* motivation is an internal state that drives is to satisfy needs |
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Term
Maalows Hiearchy of Needs
5 levels
from basic to top |
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Definition
Physiological- food water
safety- security shelter
belongingness- love friendship
ego needs- social status
self acutalization |
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Term
Definition of learning
and the 2 types of consumer learning |
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Definition
defn: process by which experience leads to changes in knowledge, attitudes, and/or behavior.
TYPES OF LEARNING
cognitive- process based
Behavioraist- behavior based and conditioned ( stimulus response theories) |
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Term
What is stimulus generalization?
- classical or operant? |
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Definition
classical
products like to look like the leaders in the market
- hoping the will have same positive feeling "me too" products |
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Term
| Defn: product line extensions and masked brands |
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Definition
Product line extensions: related products established to same brand
SONY PSP, PS3
Masked Brand: attempt to hide true brand of a good |
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Term
Internal: Attitudes
Defn and three components |
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Definition
Lasting evaluation of a person, object, or issue
1. affect (feelings)
2. cognition (beliefs)
3. behavior |
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Term
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Definition
| set of unique characteristics that influences how a person makes decisions *"moderator" seeks lowest prices |
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Term
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Definition
| a pattern of living that determines how people spend their time, money, values, tastes etc. |
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Term
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Definition
segmentation tool used to group consumers according to AOIS.
activities, interests, opinions
( from demographics ) |
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Term
Decision Influences
3 types |
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Definition
Internal: perception, motivation, learning, attitudes
Situational: physical environment/ time
Social: culture/social class, group memberships |
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Term
| Social influences: reference groups |
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Definition
| people who have significant effect on individuals evals, aspirations, behaviors |
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Term
| Social Influences: OPINION LEADER |
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Definition
-Person who influences others attitudes and behaviors
-valuable information source:
(1)knowledgeable about product,(2) among first to buy product, (3)positive and negative feedback |
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Term
Cultural influences
3 types |
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Definition
Formal: adults/ siblings teach how to behave
Informal: imitating behavior of others
Technological- teachers instruct children |
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Term
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Definition
a symbolic activity with a series of steps that occur in a fixed sequence and are repeated over a period of time.
EX. NATIONAL ANTHEM/ BRUSHING TEETH
artifacts: things that help us perform rituals |
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Term
| Subcultures: social class |
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Definition
Usually follow in parents footsteps
- thought to be easy to move up/down in US..but that's not true |
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Term
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Definition
do a favor for someone and expect a favor in return
" you scratch my back ill scratch yours"
- Christmas card example |
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Term
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Definition
| ask for a large request expecting them to say no, then coming back with a second request that's similar- which is what you actually wanted in the first place |
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Term
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Definition
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Term
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Definition
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Term
Commitment/consistency
" foot in the door " |
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Definition
| ask for a small request first to get in the door, then ask for a larger one... more likely to say yes |
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Term
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Definition
joy in possession of a product not just consumption
- like of owning a limited resource/product |
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Term
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Definition
| idea that there is a bottleneck in the info we receive, only limited info to our short term memory through the bottleneck |
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Term
Encoding Information
2 types |
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Definition
Sensory meaning: assigning meaning by shape or color: activated by a picture
Semantic meaning: symbolic associations |
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Term
Memory: what are the 3 types
(LTM- 3 constraints) |
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Definition
short term- limited memory
long term- lengthy periods of time
Sensory- temporary storage of things from our senses
LTM: regency/primacy, decay, information replacement |
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Term
| The Self: importance of products to us/ altering selves |
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Definition
picture ourselves with certain products
- we have multiple selves
- we can view ourselves with certain products
- they are apart of us
Altering selves: colored contacts/ sex roles
- due to society and culure |
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Term
Brands and consumers:
brand comes from where? brand success? |
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Definition
brand comes from "brandr" old norse word that means "to burn"
brand success comes from what resides in the hearts and minds of the consumers |
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Term
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Definition
| what consumers know about a brand leads to success |
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Term
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Definition
| differential effect of brand knowledge on consumer response to the marketing of a brand |
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Term
Involvement decision making: high to low involvement
3 types |
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Definition
extended problem solving- house/car
Limited problem solving- clothing
habitual problem solving- milk |
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Term
Dissonance-Reduction
post purchase defn |
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Definition
| post purchase dissonance: feeling you get after your purchases and you wonder "did I make the right choice?" |
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Term
| 3 ways to alleviate dissonance |
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Definition
- look at the positive aspects of the brand (our brand is better)
- look at how bad the other brands are (put down other brands)
- admit that you made a bad choice |
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Term
| What type of problem solving is best? |
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Definition
it depends.....
extended- when your product is NOT being selected
Habitual- when your product IS being selected
example: coke was huge years ago and people encouraged you but it habitually by rewarding them when they make a purchase to compare it to other products |
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Term
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Definition
involvement will determine the type of consumer behaviors in which we will engage
- the less we are involved the less we time we spend making decisions
EXAMPLE: you need a knife but you dont cook, so you buy a shitty knife.
- then you start cooking and spend more on knives, and spend less bc you are more knowledgeable about them |
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Term
Group Influences: culture
2 types |
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Definition
Enculturation: learning from your own culture
Acculturation: learning from other cultures |
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Term
| Involvement theory: hemispheral lateralization |
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Definition
AKA: split brain therapy
- right and left sides of brain specialize in the type of information they process
left: cognitive (reading speaking, info, rational)
right: emotional, impulsive, artistic |
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Term
Involvement theory/ media strategies
High and low |
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Definition
Low involvement:
-TV is a right brain activity
- TV is a passive activity
- passive learning occurs through repeated exposure
- right brain theory of passive processing is consistent with classic conditioning
High involvement
-newspaper, magazines, internet
- print advertising is processed as a cognitive matter
- left brain is likely to process |
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Term
| Involvement theory: integrated processors |
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Definition
consumers who use both sides of their brains
- these people show greater recall of info
- use ads that appear on both sides of the brain |
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Term
| Substantive/Cosmetic variations |
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Definition
Cosmetic: changes in looks/peripherals
Absolut Vodka Example! |
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