marketing ch 5

buyers black box

buyers characteristics and decision process

factors that influence consumer behavior

cultural, social, personal, psychological, buyer

cultural influences

behaviors, language, beliefs, values

social influences

group and network influences, opinion leaders, social proof

opinion leaders

people with special skills, knowledge or personality that lets them socially influence others

social proof

people look to others when deciding what to do

online social networks

online communities where people socialize and share info

maslows hierarchy of needs

self actualization, self esteem, social, safety, physiological

laddering

technique used to unveil consumers deeper motives underlying purchase decisions (keep asking why)

characteristics of attention

selective, capable of being divided, limited

buyer decision process

need recognition, info search, evaluate alternatives, purchase decision, postpurchase behavior

process of laddering

attributed, benefits/consequences, personal values