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| The totality of consumers decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision making units |
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| Goods, Services, Activities, experiences, people, and ideas |
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| Product, service, activity, experience, or idea offered by a MMKT organization to consumers |
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| Acquisition, Usage, Disposition |
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1. Consumer Culture 2. Psychological Core 3. Process of making decisions 4. Consumer behavior outcomes and issues
1: Social influences on CB, Consumer diversity, Household/Social Influences, Psychographics/Values/Personality/Lifestyles
2: Motivation/Ability/Opportunity, Exposure to comprehension, Memory/knowledge, Attitude formation/change
3: Problem recognition/info search, Judgment decision-making, Post-decision making
4: Innovations/Adaptions resistance/diffusion, Symbolic consumer behavior, Marketing/ethics/social responsibility |
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| Market managers, advertisers, ethicists, scholars, media, consumers’ segmentation, customer relationships |
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| The typical or expected behaviors, norms, and ideas that characterize a group of people |
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an inner state of arousal that provides energy needed to achieve a goal
Personal relevance, values, needs, goals. Perceived risk. Moderate inconsistency with attitudes |
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Financial, cognitive, emotional, physical, and social. Education/age.
High effort behavior, High effort info processing |
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| self reported arousal or interest in an offering activity or decision |
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| Interest in thinking about and learning info pertinent to an offering |
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| Interest in expending emotional energy and evoking deep feelings about an offering |
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| Time, Distractions, complexity, amount, repetition, control of info |
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| Self baring, significant consequences |
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| Our mental view of which we are |
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| Abstract-enduring beliefs about what is right/wrong, good/bad |
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| Tension from desired physical/psycho state |
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| Maslow Hierarchy of needs |
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| : Self-actualization, Egoistic, Social (Non Social), Safety, Psychological |
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| Whether a consumer feels good or bad about something depends on whether it is consistent or inconsistent with his/her goals |
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| The extent of which a consumer is uncertain about the personal consequences of buying, using, or disposing of an offering |
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| Lack of Info, Newness, high price, complex technology, brand differentiation |
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| The process by which the consumer comes in physical contact with a stimulus |
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| Info about offerings communicated either by the marketer or by non-marketing sources |
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| Selective exposure, Gaining exposure |
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Product distribution, shelf placement
Position of an ad within a medium |
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| Focal, non focal, pre attentive, habituation |
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| How much mental activity a consumer devotes to a stimulus |
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| the non-conscious processing of stimuli in peripheral vision |
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| The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity |
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Sensory processing, perceptual thresholds, perceptual organization
The process of determining the properties of stimuli using vision, hearing, taste, smell, and touch |
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| Source identification, message comprehension, consumer inferences |
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| the process of determining what the stimulus that we have detected actually is |
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| Message/COnsumer Comprehension |
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| the process of extracting higher-order meaning from what we have perceived in the content of what we already know |
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| Tendency to group stimuli to form a unified picture or impression |
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| The extent to which consumers accurately understand the message a sender intended to communicate |
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| What the consumer understands from the message, regardless of whether this understanding is accurate |
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| The stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as different |
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| The minimum level of stimulus intensity needed to detect stimulus |
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| The ease with which information is processed |
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| The persistence of learning overtime via the storage and retrieval of information, either consciously or unconsciously |
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| input from the five senses stored temporarily in memory |
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| the portion of memory where incoming info is encoded or interpreted in the context of existing knowledge and kept available for more processing. |
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| the part of memory where information is permanently stored for later use |
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| Knowledge we have about ourselves and our personal past experiences |
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| general knowledge about an entity, detached from specific episodes. |
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| when consumers are consciously aware that they remember something |
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| memory without any conscious attempt at remembering something. |
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| The set of associations linked to a concept |
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| Represents our knowledge of a sequence of actions involved in preforming and activity |
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| a set of concepts connected by links. When on is activated, others may become activated via the links |
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| the process of remembering or accessing what was previously stored in memory. |
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| memory weakens overtime because of competing memories |
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| process of identifying whether we have previously encountered a stimulus when re-exposed to it. |
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| the ability to retrieve information from memory without being re-exposed to it. |
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| Transferring information into long-term memory by processing it at a deep level. |
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| the increased sensitivity to certain concepts and associations due to prior experiences based on implicit memory |
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| the tendency to show greater memory for info that comes first or last. |
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| A stimulus that facilitates the activation of memory |
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| when the strength of a memory is lost over time because of competing memories. |
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| Direct or Imagined Experiences |
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| Elaborating on actual experiences with a product or service (or even imagining what that experience could be like) can help consumes form positive or negative attitudes. |
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| Reasoning by analogy category |
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| Consumers also form attitudes by considering how similar a product is to other products or to a particular category. |
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| The way values shape your attitudes towards brands. |
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| SOcial Identity Based attitudes |
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| The way that consumers view their own social identities can play a role in forming their attitudes towards products or brands. |
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| consumers sometimes use more analytical process of attitude formation in which, after being exposed to marketing stimuli or other information, they form attitudes based on their cognitive response |
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| : Thought we have in response to a communication |
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| Researchers have proposed various theories to explain how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions. |
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| 1. Direct or imagined experiences 2. Reasoning by analogy or category 3. Values driven attitudes 4 social identity-based attitude generation 5. Analytical process of attitude construction, including expectancy-values models such as the theory of reasoned action and the theory of planned behavior. |
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| when a message is different from what consumers believe |
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| How other people influence our behavior through social pressure |
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| a message that makes direct comparison with competitors |
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| Marketers attempt to influence consumer’s attitudes by using appeals that elicit emotions. |
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| A message that stresses a negative consequences. |
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