Consumer Behaviour Test 2 Review

This set of flashcards covers key concepts in consumer behaviour, including theories, attitudes, cultural factors, microcultures, and situational influences relevant for Test 2.

Personality

Total thoughts, emotions, intentions, and behaviours that a person consistently exhibits.

Freud’s Psychoanalytic Theory

A theory that describes personality as composed of Id (pleasure seeking), Superego (morality), and Ego (balance).

Trait Approach

Measurable characteristics influencing behaviour.

Value Consciousness

The tendency to maximize benefits for what is spent.

Materialism

Viewing possessions as a status symbol.

Innovativeness

Openness to new ideas.

Need for Cognition

Enjoyment of thinking and engaging in complex tasks.

Competitiveness

The desire to outperform others.

Self-Congruency Theory

The assertion that people buy brands that match their self-image.

Attitude

An enduring evaluation of an object, issue, or person, which is a key driver of consumer behaviour.

ABC Model

A model outlining the components of attitudes: Affect (feelings), Behaviour (intentions), Cognition (beliefs).

Utilitarian Function

An attitude function based on rewards and punishments.

Cultural Norms

Unwritten rules that govern acceptable behaviour in a culture.

Microculture

Smaller cultural groups with shared beliefs, values, and customs.

Social Power Types

Different forms of influence in social groups: Referent, Legitimate, Expert, Reward, Coercive.

Word-of-Mouth (WOM)

Interpersonal communication that influences trust and purchase decisions.

Situational Influences

Temporary factors that affect value and purchase decisions.

Atmospherics

Environmental design elements that influence consumer mood and behaviour.