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| consumer sees significant difference between his current state of affairs and some desired state of affairs |
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| Process when consumer searches fro appropriate information to make reasonable decisions |
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| evaluated based on some evaluation criteria. |
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| attributes to evaluate on |
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| consideration set; set of brands that we'll consider buying, the go to brands for the consumer |
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| choose and make the purchase |
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| post purchase/product evaluation |
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| expectation vs performance: satisfied or dissatisfied |
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| buyers remorse, research negatives of competition, rationalize positives, admit fault. |
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| the less involved we are the less effort we spend in selection |
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| the higher involved we are the more effort we put into the decision process |
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| Inverted U-shape relationship |
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| at some point you will know what you want and what product to give |
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| high involvement (car) usually for expensive items |
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| habitual (routine) decision making |
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| low involvement, habit brand purchase |
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| Central Route to persuasion |
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| high involvement (facts and info)-considered logically |
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| Peripheral route to persuasion |
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| low involvement (music, pictures) majority of ads today. Considers past experience and superficial qualities. Moving toward because we want instant gratification. |
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| central advertising is used more than |
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| Involvement theory (split brain theory) |
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| Right and left sides of brain specialize in types of info they process. |
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| cognitive activities, rational and realistic |
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| non-verbal pictorial, emotional, impulsive and intuitive. |
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| tv is right brain activated/ passive activity, passive learning though repeated exposure. |
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| newspaper, magazines, and internet. left brain |
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| using both the right and left side of the brain meaning you use high and low involvement media. |
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| show greater recall of information, use advertising that appeals to both sides of the brain. |
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| Consumer decision influences (internal) |
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| perception, personality, learning, lifestyle, motivation, attitude (PPLLMA) |
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| how we make sense of the world, |
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| selective attention, cannot pay attention to everything. KK: cocktail party. |
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| assign meaning to stimuli, sometimes based on associations. |
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| a drive to fill/satisfy a need |
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| Maslow's hierarchy of needs (internal motivation) |
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| basic levels must be met to move to the next level |
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| the process by which experience(s) leads to changes in knowledge, attitudes, and or behavior. 2 types of learning, cognitive or classic |
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| inputs and outputs from stimuli, observing responses from stimuli. |
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| unconditioned stimulus elicits an automatic response. (Pavlov's dogs) |
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| generalize stimulus from one stimulus to a new and similar stimuli |
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| looks similar to another brand |
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| instrumental learning, consequences of the behavior affect the frequency of performing the behavior. |
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| Today there is excessive positive reinforcement and a lack of |
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| Total (continuous) reinforcement |
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| for every nth time LONG TERM, free desert at Rancho |
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| variable ration reinforcement |
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| random rewards SHORT TERM, Alaska air miles |
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| result of thinking and problem solving, people develop conscious hypothesis and act upon them, central route of persuasion on the ELM |
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lasting evaluation of person, object or issue:
1. affect (feelings) use peripheral route to persuasion
2 cognition (beliefs) use central route to persuasion
3. behavior |
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| set of unique psychological characteristics, consistently influences the way a person response to situations in environment. Moderator |
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| pattern of living that determines how people choose to spend time. |
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| VALS (values, attitudes, lifestyle) |
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| tool to try and measure psychographics |
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| measure consumer activities, interests and opinions. |
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| Consumer Decision Influences (External) |
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| physical environment, time, culture, reference groups, opinion leader. |
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| the use of psychological, sociological and anthropological factors to construct market segment |
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| form imitating behavior. Most advertisements promote by showing a model of behavior to imitate |
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| from teachers in a formal educational environment |
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| learning from your own culture, already ENgrained |
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| learning from another culture ACquiring culture. |
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| "Foot in the face" do something for me and I'll do something for you |
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| "foot in the door" ask for something very small, you almost certain say yes. On second they will for sure say yes |
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| you want to posses it because it is hard to acquire |
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| we usually listen to authority figures. |
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| process of receiving information and generating an output or action. Depends on information complexity and and cognitive ability, varies, works like a computer. |
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| stroop effect (Green, blue, red, orange) |
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| idea that here is a bottleneck is information we receive, only limited information gets into our short term memory through the bottleneck. |
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| temp storage for our senses |
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| lengthy periods , the longer it takes to memorize, the more likely it goes into the LTM |
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| Associated network/spreading activation |
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| if you prime/activate something it will help you recall info. |
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| we see ourselves a certain way and pick products that exemplify this depiction. |
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| we look at other people to see if we are doing the right thing |
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| relationships with others form our self , our behavior reflects the social norm |
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| person act differently around different people |
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| consumers have a picture of themselves ands seek products or brands that they feel exemplify this image. |
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| we can even view the produces in our lives as a part of our extended self |
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| a brands success is measured by its.. |
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| brand is a "name, term, sign, symbol or design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitions. |
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| possessions enhance our self concepts, objects become a part of ourselves |
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| explains how what consumers know about a brand leads to success. |
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| multiple buyers within one organization, geographic concentration, small # of customers, large size of purchases |
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| group of people who buy stuff/make purchasing decisions |
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| who actually needs the product |
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| affects the buying decision |
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| demand for produce does not change because of increase/decreases in price, at some point if price gets too high product can become elastic |
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| who makes the final decision |
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| changing consumer demand can create large increases/decreases in business demand. Causes-life expectancy of product or company's inventory policy |
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| purchase produce for the production of other goods and services that they in turn sell to make a profit. |
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| buy finished goods for the purpose of reselling, renting or leasing to consumers and other businesses. |
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| NAICS (Northern american industry classification system) |
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| every business w/license has a #, identifies different types of businesses. Helps produces narrow focus for reselling options. |
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| a buying situation in which business buyers make routine purchases that require minimal decision making |
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| a buying situation classification used by B2B buyers to categorize perviously make purchase that involves some change and that requires limited decision making. |
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| a new b2b purchase that is complex or risky and that requires extensive decision making |
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| a process in which firms outsourcing marketing activities (such as selecting an ad) to community of users |
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| the business buying process of obtaining outside vendors to provide goods and services that otherwise might be supplied in-house. |
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| anything tangible/intangible that through exchange process, satisfies consumer/business customer needs (can be physical goods, services, ideas, people or places. |
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| products are viewed by marketers as a bundle of attributes including.. |
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| packaging, brand name, benefits and features products, services and experiences. |
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| non-durable, frequently purchased, little effort. Low prices |
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| time/effort in selection. Moderately brand loyal Comparison shopping, limited problem solving |
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| significant purchase efforts, brand loyalty, unique characteristics |
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| little awareness/interest until need arises. Requires much advertising and personal selling |
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| long term benefits(cars appliances) Extended problem solving, high involvement, central route in persuasion |
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| short term benefits (newspaper, food) Habitual problem solving, low involvement, peripheral route to persuasion. |
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| process which use of produce spreads through population |
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| total new product requires much learning, airplane, car, pc |
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| significant change to existing product, require much learning (tapes, cd, dvd player) |
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| modification to existing product (knockoffs, computer monitor) |
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| process which consumer or business begins to buy and use a good, service or idea. |
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| people in line for iphone release |
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| purchase in first couple of weeks |
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| waits for kings to be worked out |
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| people who eventually get smartphone |
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| forced to adapt ie. no cell phone |
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| making a statement in marketing that normal person would know to be false in order to solidify a point |
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| multi product (blanket family product) |
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| we use a brand name to associate a variety of products |
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| dealer/private label/store brand |
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| kenmore or craftsman from Sears, Safeway |
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| black and white, seldom used |
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| marking goods and services that businesses and other organizational customers need in order to produce other goods, for resale or to support their organizations. |
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| anytime someones has let you down or has not met your expectations |
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| 1st 30 seconds of a crucial confrontation |
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