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Consumer Behavior
Lecture 4
36
Marketing
Undergraduate 3
05/13/2010

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Term
Consumer Behavior
Definition
the process individuals and groups go through to select, purchase, or use goods, services, ideas, or experiences to satisfy their needs and desires
Term
Three Levels of Problem Solving
Definition

- Routinized Response Behavior

- Limited Problem Solving

- Extensive Problem Solving

Term
Problem Recognition
Definition
- occurs when a buyer becomes aware of a difference between a desired state and an actual condition
Term

Information Search

*Internal Search

Definition
- buyers search their memories for information about products that might solve their problem
Term

Information Search

* External Search

Definition
- buyers seek information from outside sources
Term
The amount of external information search done depends on the...
Definition
degree of perceived risk associated with a purchase
Term
Consideration Set
Definition
a group of brands that the buyer views as alternatives for possible purchase
Term
Evaluative Criteria (choice set)
Definition
objective & subjective characteristics that are important to a buyer
Term
Heuristics are...
Definition
rules of thumb
Term
Cognitive Dissonance
Definition
a buyer's doubts shortly after a purchase about whether the decision was the right one
Term
Perceived Risk
Definition
occurs before the customer purchases the object
Term
Situational Influences
Definition
- factors that can influence a buyer's purchase decision and may cause the buyer to short, lengthen, or terminate the process
Term
Major Situational Factors
Definition

- physical surroundings

- social surroundings

- time perspective

- reason for purchase

- moods and motives

Term
Perceptions
Definition
process of receiving, organizing, and assigning meaning to information or stimuli detected by our five senses
Term
selective attention
Definition
the process of selecting inputs to be exposed to while ignoring others
Term
selective distortion
Definition
an individuals changing or twisting of information when it is inconsistent with personal feelings or beliefs
Term
selective retention
Definition
remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not
Term
Motivation relies on...
Definition

-needs

-motives

-incentives

Term
learning
Definition
changes in an individuals thought processes and behavior caused by information and experience
Term
what is the most effective type of learning?
Definition
personal experience
Term
What are the five traits of an individual?(personality)
Definition

-innovativeness

-self-confidence

-sociability

-materialism

-need for cognition

Term
Attitudes
Definition
learned predispositions to respond to an object in a consistently favorable or unfavorable way
Term
Three Parts of Attitude
Definition

1. Affect

2. Behavior

3. Cognitive

Term
What does the attitude predict?
Definition
the behavior INTENT
Term
Social Influences
Definition
- the forces other people exert on one's buying behavior
Term
Family Influences
Definition
- the most important social influence
Term
Consumer Socialization
Definition
the process through which a person acquires knowledge and skills to function as a consumer
Term
Gender Roles
Definition
- society's expectations regarding appropriate attitudes, behaviors, and appearances for men and women
Term
reference groups
Definition
- any group that positively or negatively affects a person's values, attitudes, or behavior
Term
conformity
Definition
people change behavior due to group pressure
Term
Opinion Leaders
Definition

- people who influence others' attitudes or behaviors because other perceive them as possessing expertise about the product

* among the first to buy new products

Term
social classes
Definition
relatively homogeneous divisions within a society that contain people with similar values, needs, lifestyles, and behavior
Term
Four Factors that impact Social Class
Definition

- social capital

- credential capital

- income credentials

- investment capital

Term
conspicuous consumption
Definition
when people in lower classes buy products that are associated with people in a higher social class
Term
Culture
Definition

**the foundation for all social influences

- the accumulated values, knowledge, beliefs, customs, objects, and concepts of a society

Term
Subcultures
Definition
- groups of individuals whose characteristic values and behavior patters are similar and differ from those of the surrounding culture
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