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32 Terms
1
Consumer
One who, or that which, consumes; as, the consumer of food.
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2
Consumer Behavior
The study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and wants.
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3
Pre-purchase
The phase before a consumer decides to make a purchase.
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4
Purchase
The action of buying products or services.
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5
After-purchase
The phase following the completion of a purchase.
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6
Perception
The process of organizing and interpreting sensory information.
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7
Self-awareness
The capacity to recognize oneself as an individual separate from the environment and other individuals.
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8
Mirror Self Recognition
The ability of an animal or human to recognize themselves in a mirror.
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9
Persuasion
The process of convincing someone to do or believe something.
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10
Situational Influence
The effects of situational factors on consumer decision making and behavior.
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11
Emotional Response
A reaction that involves feelings that can affect consumer behavior.
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12
Perception
The process by which sensations are selected, organized, and interpreted.
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13
Sensation
The immediate response of sensory receptors to basic stimuli such as light, sound, and texture.
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14
Stimulus
Any object or event that elicits a sensory or behavioral response.
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15
Sensory Threshold
The minimum amount of stimulation that can be detected on a given sensory channel.
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16
Absolute Threshold
The smallest level of stimulus that can be detected.
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17
Differential Threshold
The ability of a sensory system to detect changes or differences between two stimuli.
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18
Subliminal Perception
Occurs when a stimulus is below the level of consumer awareness.
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19
Haptic Senses
The sense of touch; the most basic of senses affecting product experience and judgment.
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20
Trade Dress
Colors or designs associated with specific companies that help identify their products.
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21
Gestalt Psychology
The study of how people derive meaning from the totality of a set of stimuli rather than from any individual stimulus.
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22
Perceptual Vigilance
The tendency to be more aware of stimuli that relate to our current needs.
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23
Perceptual Defense
The tendency to see what we want to see and ignore what we don’t want to see.
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24
Exposure
The extent to which people notice a stimulus that is within range of their sensory receptors.
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25
Attention
The degree of processing activity that is devoted to a particular stimulus.
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26
Mental Schema
Mental templates or organized structures of beliefs and feelings that reflect experiences.
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27
Consumer Behavior
The study of how individuals make decisions to spend their available resources.
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28
Sensory Marketing
Companies consider the impact of sensations on consumers' product/service experiences.
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29
Color Coordinates
A system for defining colors numerically, such as RGB (red, green, blue) values.
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30
Attention Attraction
Techniques used to capture consumers' attention in a sensory-overloaded environment.
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31
Figure-Ground Principle
When one part of a stimulus dominates (figure) while other parts recede (ground).
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32
Closure Principle
Consumers fill in missing elements to complete a familiar figure.
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