6: Consumer Behavior, Part 1

Marketing 3023 with Leboeuf at University of Florida

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By: William Dixon
Created: 2012-02-05
Size: 34 flashcards
Views: 17

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Why is it easier to observe what consumers do than understand why they do it?

consumer thought processes are unobservable and they may not know why they act the way they do

What are some factors that goes into the consumer purchase decision process?

Psychological influences - what consumers bring with them

Sociolcultural influences - where u coming from such as family or groups you compare yourself too

Marketing mix influences

Situational influences

What does the Decision Making Process consist of?

Consist of 5 steps:`

1. Problem Recognition

2. Info Search

3. Alternative Evaluation

4. Purchase

5. Post-purchase behavior

What is the Problem Recognition step?

Step 1: Perceiving a d/rence b/w ideal and actual

What is the Information Search step?

Step 2: Looking at internal and external searches

What is the Alternative Evaluation step?

Step 3: Compare your choices base on a set of criteria such as using a Multi-attribute model

What is the Purchase step?

Step 4: Which alt will you choose base on you alt eval step

What is the Post-Purchase step?

Step 5: consumption & evaluation

What does it mean to measure a decision off in involvement being a moderator?

base off importance level such as low, moderate, or high

What are some Situational Influences?

Social or physical surroundings

What are some Sociocultural Influences?

Reference Groups

Opinion Leaders

What are 4 Psychological Influences?

1. Motivation

2. personality

3. perception

4. lifestyle

What is Freud psychological influences perspective?

"ppl r not conscious of their needs and motives" and "driven by their unconscious"

What is Maslow psychological influences perspective?

"ppl r motivated to satisfy a need only after more basic needs are satisfied"

What does Maslow's hierarchy of needs pyramid consist of?

1. physiological - food, sex, h2o, o2

2. safety - no harm

3. social - love

4. personal - respect

5. self actualization - self fulfillment

What are some Lifestyle Factors?

demographic: sex, age, marital status, children

socio-economic - income, education, occupation, dual earners, own vs. rent

psychographic - lifestyle, AIO (activities, interests, opinions)

What does a product-related profile consist of?

brand awareness, attribute importance, brand ratings, stores purchased from, use occasions

What is an external search?

personal search (asking around), experimental search (trying out s/thing), commercial or public search

What is an internal search?

searching your memory

What is a multi-attriute model?

method used during step 3: alt evaluation to help differentiate possible choices

What are 3 types of reference groups?

1. Membership - groups u're apart of

2. Dissociative - groups u do not want to be apart of and try to distant yourself from

3. Aspiration - groups u want to be apart of

What does SES mean?

social economic status

bk What is cognitive dissonance?

feeling of post purchase psychological tension or anxiety

bk What are temporal effects?

situational influence that consist of time of the or amt of time available

bk What are antecedent states?

situational influence that consist of consumer's mood or amt of cash on hand

bk What are 3 types of selective perception?

1. selective exposure - pay attention to only stuff u care about

2. selective comprehension - interpreting info that only u care about

3. selective retention - consumer don't remember all info

bk What is subliminal perception?

u see or hear messages w/o being aware of them

bk What are 2 types of learning consumers do?

1. behavioral - automatic responses responses

2. cognitive - thinking/ mental pb solving

bk What does behavioral learning consist of?

1. drive - movers

2. cue - stimulus

3. response - action taken

3. reinforcement - reward

bk What is stimulus generalization?

a stimulus is generalized by another stimulus

bk What is stimulus discrimination?

ability ot perceive d/rences in stimuli

bk What is a prominent psychographic system?

VALS - identifies 8 consumer segments

bk What is consumer socialization?

how ppl require skills to function as a consumer

bk What's the d/rence b/w assimilated and nonassimilated

assimilated - conversant and educated and the other is immigrant

About this deck

By: William Dixon
Created: 2012-02-05
Size: 34 flashcards
Views: 17

About StudyBlue

“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy