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| the feeling component of attitudes, which refers to the general emotional response a person has for a product or a branded product |
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| a learned predisposition to respond favorably or unfavorably to stimuli, based on the enduring evaluations of things (prior experiences, etc.) Ex: brand loyalty is an example of a specific attitude. |
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| a pattern of repeat consumer purchases from the same vendor, based on an overall attitude, or beliefs of the item's superiority |
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| A means of performing marketing research by tracking consumer movements into/out of and around a company's web site. No one is lurking to watch your mouse clicks however programs do see which web pages are landing pages, which pages are clicked off quickly, which pages are popular, general patterns of consumer navigating on a firm's web site. |
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| the knowing component of attitudes, refers to beliefs or knowledge a person has about a product category or brand |
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| the process involved when individuals or groups select, purchase, use, and dispose of goods & services to satisfy their needs. |
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| Consumer decision-making model (CDM) |
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| Depiction of how consumers make purchases. It has the following steps, problem recognition, information search, product evaluation, purchase, and post-purchase activities. |
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| consumer satisfaction or dissatisfaction |
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| the overall feelings or attitude a person has about a product after they purchase and consume it. If there is a gap in expected and actual satisfaction then consumers are unhappy. |
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| 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) across many countries and migrations (ex: ABC's) |
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| The step in the consumer decision process after information search has been completed and the consideration set (those alternatives that will be considered for purchase) is decided. At this step, the consumer compares the different product/service choices using the evaluative criteria (like miles per gallon or safety) using the information gained in the information search step of the CDM. |
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| the dimensions used by consumers to compare competing product alternatives. |
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| 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). |
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| the set of stages of life through which we progress (ex: childhood, college years, maturity, golden years). |
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| mental short-cut rules that simplify consumer decisions, and help people make decisions quickly, for example "higher price = higher quality" |
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| An approach that categorizes motives according to five levels of importance, the more basic physical needs being on the bottom of the hierarchy and the higher cognitive, emotional and spiritual needs at the top. |
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| the process whereby a consumer searches for appropriate information to make a reasonable decision. The search starts internally with a check of the information a consumer already has about the product category and purchase context (beliefs, prior experience, predispositions). The information search then switches to external sources (personal friends, family, magazines websites and even shopping in stores or online). |
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| either temporary (situational) or long-lasting (enduring) interest that a consumer has for a brand or product category. |
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| A relatively permanent change in behavior caused by new information or experience. If you understand how consumers learn (where, when, how many exposures are needed, etc.) you can shape this process. |
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| the pattern of living that determines how people choose to spend their time, money, and energy and that reflects their values, tastes, and preferences. |
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| an internal state that drives us to satisfy needs by activating goal-oriented behavior |
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| 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. |
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| 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, etc.) |
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| the process that occurs whenever the consumer identifies a gap between their current and desired state. This starts up the consumer decision-making process |
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| the set of activities, interests, and opinions which are used to form groups, (ex: all tri-athletes, all hunters, all vegans) |
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| the people who you identify with an lean on when making decisions, such as family or close friends. |
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| how the consumer perceives themself - which is composed of a mixture of beliefs, observations, and feelings. |
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| a product or service which sends a message to others, perhaps that the consumer is affluent. |
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| hidden messages in vendor messages. these are 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. Subliminal ads are sneaky product placement is also sneaky. |
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| TPB - Theory of planned behavior |
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| The most famous model of how 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). |
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