Chapter Four

Consumer Behavior

process and activities people engage in w/relationsto products and swervices to satisfy their needs and desires

What is the basic model of consumer decision making

• prob recog

• info search

• alt eval

• purchase decision

• post purchase eval

Relevant internal psych proccesses for consumer decision making

• motivation

• perception

• attitude formation

• integration

• learning

maslow’s hierachy of needs (lowest to highest)

• physiological needs

• safety needs

• social needs

• esteem needs

• self-actualization needs

What are some of the marketing research methods to probe the mind of a consumer?

• in-depth interviews

• projective techniques

• assoc tests

• focus groups

What are the probs w/psychoanalytic theory

• too vague

• unresponsive to external enviro

• too reliant on early dev of the indiv

• uses small sample to draw conclusions

What are probs w/motivation research

• difficult to verify

• findings not gen to pop

External search to be used depends on

• importance of purchase decision

• effort

• relevant past experience

• degree of risk

• time

Perception

Receiving, selecting, organizing, and interpreting information to
create a meaningful picture of the world

Sensation

immediate driect response of the senses to stimulus

What is the selective perception process

• selective exposure

• selective attention

• selective comprehension

• selective retention

Mnemonics

symbols, ryhmes, assoc, images that assit in the learning and memory process

Subliminal perception

ability to perceive stim that is below the level of conscious awareness

Attitudes

learned predispositions to respond to an object & sums consumer’s eval of object

What are ways you can change attitudes

• change strength or belief about important attribute

• or change rating of an attribute

• add a new attribute

• change perceptions about competing brand

Integration processes

Combining product knowledge, meanings, and beliefs to evaluate
alternatives.

What were the decision rules that the text book talked about

• heuristics

• affect referral decision rule

Affect referral decision rule

Selection is made on basis of overall impression or summary
evaluation of various alternatives under consideration.

Purchase intention

Predisposition to buy a certain brand by matching purchase motives with
attributes of brands considered

Brand loyalty

pref for particular brand that results in repeated purchases

Classical conditioning

Learning is an associative process with an existing relationship between a stimulus and a response

Operant/instrumental conditioning

Learning occurs when an individual actively operates or acts on some
aspect of the environment.

• reinforcement

Tell me about the cognitive learning process

• goal

• purposive behavior

• insight

• goal achievement

Culture

Complexity of learned meanings, values, norms, and customs shared
by members of society

Subculture

Smaller segments within a culture, whose beliefs, values, norms, and
patterns of behavior set them apart from the larger cultural
mainstream

Roles in the fam decision making process

• the intiator

• info provider

• influencer

• decision maker

• purchasing agent

• consumer