Term
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Definition
| refers to their feelings about stimuli and events, such as whether they like or dislike a product |
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Term
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| refers to their thinking, such as their beliefs about a particular product |
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Definition
| refers to the physical actions of consumers that can be directly observed and measured by others. overt in nature |
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Term
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Definition
| refers to everything external to consumers that influences what they think, feel, and do |
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Term
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Definition
| any of the elements (affect, cognition, behavior, environment) can be either a cause or an effect of a change at any particular time |
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Term
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Definition
| a set of stimuli placed in consumers' environments designed to influence their affect, cognition, and behavior. primary goal is effective product positioning/enhancing customer satisfaction. in studying this, the marketer is most interested in identifying those consumer variables that impact the success of a marketing strategy |
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Term
| information-processing models |
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Definition
| identify a sequence of cognitive processes in which each process transforms or modifies information and passes it on to the next process, where additional operations take place |
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Definition
| require exposure to information and involve two related cognitive processes: attention and comprehension. Make sense of or determine the meaning of the environment and one’s own behaviors and internal affective states |
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| governs how consumers select which information to interpret and which information to ignore |
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Definition
| refers to how consumers determine the subjective meanings of information and thus create personal knowledge and beliefs |
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Term
| knowledge, meanings, and beliefs |
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Definition
| consumers' subjective understanding of information produced by interpretation processes |
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Term
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Definition
| concern how consumers combine different types of knowledge (1) to form overall evaluations of products, other objects, and behaviors and (2) to choose among alternative behaviors, such as a purchase. Combining knowledge to for attitude and decision judgments |
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Term
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Definition
| important characteristic of our cognitive system: much of our thinking occurs below the level of conscious awareness |
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Term
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Definition
| refers to how product knowledge is retrieved from memory for use in interpreting and integrating information |
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Term
| product knowledge and involvement |
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Definition
| concern the various types of knowledge, meanings, and beliefs about products that are stored in consumers' memories |
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Term
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Definition
| activation of one meaning concept may trigger related concepts and activate those meanings as well. occurs unconsciously and automatically. |
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Term
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Definition
| people can consciously consider only a small amount of knowledge at one time |
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Term
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Definition
| when cognitive processes have become habitual and require less capacity and conscious control, i.e. grocery shopping |
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Term
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Definition
| concerns people's interpretations of relevant information in their environments, i.e. knowledge about product categories, particular behaviors, other people, and even themselves |
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Term
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Definition
| if-then link between a concept or an event and an appropriate behavior, i.e. if you are dissatisfied with the service, do not leave a tip. |
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Term
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Definition
| organize and link many types of knowledge together |
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Term
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Definition
| contain mostly episodic and semantic general knowledge |
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Term
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Definition
| organized networks of procedural knowledge |
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Term
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Definition
| occurs when people interpret information in the environment and create new knowledge or meaning. accretion, tuning, restructuring |
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Term
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Definition
| what most cognitive learning probably occurs by, as consumers interpret information about products and services, they add new knowledge, meanings, and beliefs to their existing knowledge structures. Least complex/most frequent cognitive learning aspect |
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Term
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Definition
| when parts of a knowledge structure are combined and given a new overall meaning |
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Term
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Definition
| involves the revision of the entire associative network of knowledge, which might include creation of entirely new meaning structures and/or reorganization of an old knowledge structure. least frequent/most complex cognitive learning aspect |
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Term
| levels of product knowledge |
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Definition
| used to interpret new information and make purchase choices. They are product class, form, brand, and model/features |
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Term
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Definition
| physical characteristics of products. concrete attributes represent tangible/physical characteristics. abstract attributes represent more subjective/intangible characteristics (such as quality or comfort) |
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Term
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Definition
| tangible outcomes of using a product that consumers experience rather directly, i.e. eating satisfies hunger |
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Term
| psychosocial consequences |
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Definition
| refers to the psychological and social outcomes of product use. internal, personal outcomes, such as how the product makes you feel |
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Term
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Definition
| desirable consequences consumers seek when buying and using products and brands |
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Term
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Definition
| concerns the undesirable consequences that consumers want to avoid when they buy and use products. |
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Term
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Definition
| people's broad life goals, i.e. i want to be successful. often involve the emotional affect associated with such goals and needs |
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Term
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Definition
| links consumers' knowledge about product attributes with their knowledge about consequences and values. Has four levels: attributes, functional consequences, psychosocial consequences, values |
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Term
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Definition
| refers to the consumers' perceptions of importance or personal relevance for an object, event, or activity. a motivational state that energizes and directs consumers' cognitive and affective processes and behaviors as they make decisions |
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Term
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Definition
| based on consumers' means-end knowledge stored in memory, acquired through their past experiences with a product. most lasting form of involvement |
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Term
| situational self-relevance |
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Definition
| determined by aspects of the immediate physical and social environment that activate important consequences and value, thus making products and brands seem self-relevant, i.e. 50% off sign |
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Term
| routinized choice behavior |
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Definition
| what strong brand loyalty is most closely associated with |
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Term
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Definition
| what activated beliefs are described as |
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Term
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Definition
| the major factor that reduces the predictive accuracy of behavioral intentions |
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Term
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Definition
| the perceived probability of association between an object and its relevant attributes |
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Term
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Definition
| these systems are highly interdependent. affect is largely influenced by the cognitive system |
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Term
| decision-making processes |
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Definition
| activated in impulse purchases, the purchase of fad items, high-involvement purchases, and voluntary purchases |
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Term
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Definition
| marketers are particularly interested in consumers' knowledge about this. |
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Term
| levels of affective responses |
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Definition
| emotions, specific, moods, evaluations |
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Term
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Definition
| a level of affective response, high arousal, joy or love |
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Term
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Definition
| level of affective response, fear or warmth or sadness |
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Term
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Definition
| level of affective responses, like or favorable |
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Term
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Definition
| lower arousal, weaker, dislike or unfavorable |
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Term
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Definition
| remain loyal longer, spread favorable word-of-mouth, reduce transaction costs, tend to be less price sensitive |
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Term
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Definition
| the marketer's focus upon the physical characteristics of their products often causes them to assume that consumers view products/brands as this |
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Term
| Wheel of Consumer Analysis |
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Definition
| four factors: consumer affect/cognition, consumer behavior, consumer environment, marketing strategy. all interact and influence one another |
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Term
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Definition
| customer solution, customer cost, communication, and convenience |
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Term
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Definition
| a specific example of a brand that has one or more unique product features or attributes |
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Term
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Definition
| broader category that includes several brands that are similar in some important way. basis for this category is a physical characteristic that brands share |
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Term
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Definition
| broadest and most inclusive level of product knowledge and may include several product forms |
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Term
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Definition
| levels of knowledge are formed when people acquire separate meaning concepts |
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Term
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Definition
| helps managers understand what product attributes mean to the consumer |
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Term
| conditions for an exchange |
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Definition
| there are at least two parties, each party has something that might be of value to the other party, each party is capable of communication and delivery, each party is free to accept or reject the offer, each party believes it is appropriate or desirable to deal with the other party |
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Term
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Definition
| product, price, place, promotion |
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Term
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Definition
| usually responds immediately and automatically to significant aspects of the environment. largely reactive, little direct control, felt physically, responds virtually to any type of stimulus, learned |
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Term
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Definition
| functional, physical, financial, social, psychological |
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Term
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Definition
| type of product knowledge, cognitive representations of important broad life goals that consumers are trying to achieve |
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Term
| types of product knowledge |
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Definition
| value satisfaction, bundle of benefits, bundle of attributes |
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Term
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Definition
| consequences or outcomes when purchasing and using products and services |
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