Details Title: Chapter 5 Description: Exam 1 Total Flash Cards: 26 Created: 09/05/2008 15:38:58		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term Affect Definition The feeling component of attitudes, which refers to the general emotional response a person has for a product. Term Attitude Definition a learned predisposition to respond favorably or unfavorably to stimuli, based on the enduring evaluations of things (prior experiences,etc) Term Behavior Definition The doing component of attitudes involves a consumer's actions towards the product Term Brand Loyalty Definition A pattern of repeat consumer purchases from the same vendor, based on an overall attitude, or beliefs of the item's superiority Term Clickstream Analysis Definition A means of measuring a web site's success by tracking consumers movement around a company's web site. Term Cognition Definition The knowing component of attitudes, refers to beliefs or knowledge a person has about a product category or brand. Term Cognitive Dissonance Definition The anxiety or regret a consumer may have after they choose a product from the evoked set. Here the consumer stresses asking themselves, "did I make the best choice?" smart vendors follow-up with consumers to assure them that their purchase decision was wise. Term Consumer Behavior Definition The process involved when individuals or groups select, purchase, use and dispose of goods & services to satisfy their needs Term Consumer decision-making model Definition Depiction of how consumers make purchases. It has the following steps, need recognition, information search, product evaluation, purchase, and post-purchase activities. Term Culture Definition the values, beliefs, customs, and tastes valued by a group of people. Marketers study culture as it affects how consumers make decisions (at every step of the CDM) Term Evaluative Criteria Definition The dimensions used by consumers to compare competing product alternatives Term Evoked Set Definition the list of potential solutions (typically products) which a consumer considers when making their purchase decision (ex. out of all the cars available, you may choose amongst 3 or 5 different cars) Term Family life Cycle Definition The set of stages of life through which we progress (childhood, maturity, golden years) Term Heuristics Definition Mental short-cut rules that simplify consumer decisions, and help people make decisions quickly for ex. "higher price-higher quality" Term Information Search Definition The process whereby a consumer searches for appropriate information to make a reasonable decision. Term Involvement Definition Either temporary (situational) or long-lasting (enduring) interest that a consumer has for a brand or product category. Term Learning Definition A relatively permanent change in behavior caused by new information or experience. If you understand how consumers do this you can shape this process. Term Motivation Definition An internal state that drives us to satisfy needs by activating goal oriented behavior. Term Perceived Risk Definition The assessment of the potential danger the consumer would be exposed to if they purchase a product. Usually measured in terms of loss of money, time, ego/status, or privacy. Term Perception Definition The process by which people select, organize and interpret information from the outside world. You use your 5 (or 6?) senses to perceive stimuli (information signals - such as taste, texture, visuals...) Term Problem Recognition Definition The process that occurs whenever the consumer identifies a gap between their current and desired state. This starts up the consumer decision-making process. Term Reference Group Definition The people who you identify with and lean on when making decisions,such as family or close friends. Term Self Concept Definition How the consumer perceives themselves - which is composed of a mixture of beliefs, observations, and feelings. Term Status Symbol Definition A product or service which sends a message to others, perhaps that the consumer is affluent. Term Subliminal Advertising Definition Hidden messages in vendor messages that are not consciously received but they still affect consumer decisions- such as hidden shapes in pictures, or perhaps the use of music or noises in TV ads. Term TPB Theory of planned Behavior Definition The most famous model of hoe consumers form decisions whether to use a product. the model suggests that consumers base purchases on internal attitude, social influences and facilitating conditions ( have the $$ and time to purchase the product).