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Consumer Behavior Ch. 8 Key Words
key words and definitions
47
Marketing
Undergraduate 3
03/07/2011

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Term
Behavioral Influence Perspective
Definition
the view that consumer decisions are learned responses to environmental cues
Term
Blissful Ignorance Effect
Definition
states that people who have details about a prodcut before they buy it do not expect to be as happy with it as do those who got only ambiguous information
Term
Brand Advocates
Definition
consumers who supply product reviews online
Term
Brand Loyalty
Definition
repeat purchasing behavior that reflects a conscious decision to continue buying the same brand
Term
Category Exemplars
Definition
brands that are particularly relevant examples of a broader classification
Term
Cognitive Processing Style
Definition
a predispotition to process information; some of us tend to have a rational system or cognition (analytical, logical) while others rely on experiential system of cognition (holistic)
Term
Compensatory Decision Rules
Definition
a set of rules that allows information about attributes of competing prodcuts to be averaged in some way; poor standing on one attribute can potentially be offset by good standing on another
Term
Consideration Set
Definition
the products a consumer actually deliberates about choosing
Term
Consumer Hyperchoice
Definition
a condition where the large number of available optionsforces us to make repeated choices that drain psychological energy and diminish our ability to make smart decisions
Term
Country of Origin
Definition
original country from which a product is produced. Can be an important piece of information in the decision-making process
Term
Cybermediary
Definition
intermediary that helps to filter and organize online market information so that consumers can identify and evaluate alternatives more efficiently
Term
Determinant Attributes
Definition
the attributes actually used to differentiate among choices
Term
Electronic Recommendation Agent
Definition
a software tool that tries to understand a human decision maker's multiattribute preferences for a product category by asking the user to communicate his or ger preferences. Based on that data, the software then recommends a list of alternatives sorted by the degree that they fit with the person's preferences
Term
Ethnocentrism
Definition
the belief in the superiority of ones' own country's practices and products
Term
Evaluative Criteria
Definition
the dimensions used by consumers to compare competing product alternatives
Term
Evoked Set
Definition
those products already in memory plus those prominent in the retail environment that are actively considered during a consumer's choice process
Term
Experiential Perspective
Definition
an approach stressing the Gestalt or totality of the product or service experience, focusing on consumers' affective responses in the marketplace
Term
Extended Problem Solving
Definition
an elaborate decision making process, often initiated by a motive that is fairly central to the self-concept and accompanied by perceived risk; the consumer tries to collect as much information as possible and carefully weighs product alternatives
Term
Feature Creep
Definition
the tendency of manufacturers to add layers of complexity to products that make them harder to understand and use
Term
Green-Washing
Definition
inflated claims about a product's environmental benefits
Term
Habitual Decision Making
Definition
choices made with little or no conscious effort
Term
Heuristics
Definition
the mental rules of thumb that lead to a speedy decision
Term
Hyperopia
Definition
the medical term for people who have farsighted vision; describes people who are so obsessed with preparing for the future that they can't enjoy the present
Term
Incidental Brand Explosive
Definition
an experimental technique that involves showin product logos to respondents without their conscious awareness
Term
Inertia
Definition
the process whereby purchase decisions are made out of habit because the consumer lacks the motivation to consider alternatives
Term
Information Search
Definition
the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision
Term
Intelligent Agents
Definition
software programs that learn from past user behavior in order to recommend new purchases
Term
Knowledge Structure
Definition
organized system of concepts relating to brands, stores and other concepts
Term
Limited Problem Solving
Definition
a problem solving process in which consumers are not motivated to search for information or to rigorously evaluate each alternative; instead they use simple decision rules to arrive at a purchase decision
Term
Low-Literate Consumer
Definition
people who read at a very low level; tend to avoid situations where they will have to reveal their inability to master basic consumption decisions such as ordering from a menu
Term
Market Beliefs
Definition
a consumer's specific beliefs or decision rules pertaining to marketplace phenomena
Term
Mental Accounting
Definition
principle that states that decisions are inflenced by the way a problem is posed
Term
Neuromarketing
Definition
a new technique that uses a brain scanning device called functional magnetic resonance imaging that tracks blood flow as people perform mental tasks; scientists know that specific regions of the brain light up in these scans to show increased blood flow when a person recognizes a face, hears a song, makes a decision, senses deception; now they are tyring to harness this technology to measure consumers' reactions to movie trailers choices about automobiles they appeal of a pretty face and loyalty to specific brands
Term
New Info Shopper
Definition
consumers who almost automatically search for information online before they buy
Term
Noncompensatory Decision Rules
Definition
decision shortcuts a consumer makes when a product with a low standing on one attribute cannot make up for this position by being better on another attribute
Term
Perceived Risk
Definition
belief that a product has potentially negative consequences
Term
Problem Recognition
Definition
the process that occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state; this regonition initiates the decision making process
Term
Product Signal
Definition
communicates an underlying quality of a product through the use of apects that are only visible in the ad
Term
Prospect Theory
Definition
a descriptive model of how people make choices
Term
Purchase Momentum
Definition
initial impulses to buy in order to satisfy our needs increase the lieklihood that we will buy even more
Term
Rational Perspective
Definition
a view of the consumer as a careful, analytical decision maker who tries to maximize utility in purchase decisions
Term
Reputation Economy
Definition
a reward system based on recognition of one's expertise by others who read online product reviews
Term
Search Engine Optimization
Definition
the process of devising online entries to maximize the lieklihood they will appear when consumers search for a term online
Term
Search Engines
Definition
softwaare that helps consumers access information based upon their specific requests
Term
Long Tail
Definition
states that we need no longerrely soley on big hits to find profits; companies can also make money if they sell small amounts of items that only a few people want - if they sell enough different items
Term
Variety Seeking
Definition
the desire to choose new alternatives over more familiar ones
Term
Zipf's Law
Definition
pattern that describes the tendency for the most robust effect to be far more powerful than others in its class; applies to consumer behavior in terms of buyers' overwhelming preferencess for the market leader in a product category
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