a person who identifies a need or desire, makes a purchase, and the disposes of the product
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consumer behavior
the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
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market segmentation
targeting a brand to specific groups of consumers & developing strategies for those groups
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demographics
statistics that measure observable aspects of a population
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psychographics
differences in consumers’ personalities, attitudes, values, and lifestyles
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experimental pschology
perception, learning, and memory processing
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clinical psychology
psychological adjustment
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microeconomics/human ecology
allocation of individual or family resources
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social psychology
behavior of individuals as members of social groups
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sociology
social institutions and group relationships
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macroeconomics
consumers’ relationship with the marketplace
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semiotics/literary criticism
verbal and visual communication of meaning
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demography
measurable characteristics of a population
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history
societal changes over time
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cultural anthropology
society’s beliefs and practices
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sensation
the immediate response of our sensory receptors to basic stimuli
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perception
the process by which sensations are selected, organize, and interpreted
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trade dress
colors associated with specific companies
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phonemes
individual sounds that might be more or less preferred by consumers
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hedonic consumption
multisensory, fantasy, and emotional aspects of consumers’ interactions with products
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sensory marketing
application of the understanding of sensation and perception to the field if marketing
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exposure
occurs when a stimulus comes within the range of someone’s sensory receptors
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psychophysics
science that focuses on how the physical environment is integrated into our personal, subjective world
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absolute threshold
the minimum amount of stimulation that can be detected on a given sensory channel
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differential threshold
ability of a sensory system to detect changes or difference between two stimuli
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Weber’s Law
the stronger the initial stimulus greater a change must be for us to notice it
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behavioral pricing
price is an information cue that is perceived and interpreted
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reference price
price against which buyers compare the actual selling price
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subliminal perception
occurs when stimulus is below the level of the consumer’s awareness
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embeds
figures that are inserted into magazine advertising by using high-speed photography or airbrushing
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subliminal auditory perception
sounds, music, or voice text inserted into advertising
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perceptual fluency
the ease of processing stimuli based on manipulations of a perceptual quality
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attention
extent to which processing activity is devoted to a particular stimulus
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sensory overload
consumers exposed to far too much information that they can process
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perceptual selection
people tend to buy a small portion of the stimuli to which they are exposed
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personal selection factors
perceptual vigilance, perceptual defense, and adaption
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perceptual vigilance
consumers are more likely to be aware of stimuli that relate to their current needs
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perceptual defense
people who see what they want to see - and don’t see what they want to see
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adaption
the degree to which consumers continue to notice a stimulus over time
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interpretation
the meaning that we assign to sensory stimuli based on schema
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schema
set of beliefs
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closure
people perceive an incomplete picture as complete
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similarity
consumers group together objects that share similar physical characteristics
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figure-ground
one part of the stimulus will dominate while the other part recedes into the background
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behavioral learning theories
assume that learning takes place as the result of responses to external events
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classical conditioning
a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own
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instrumental conditioning
(also operant conditioning) the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes
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stimulus generalization (halo effect)
tendency for stimuli similar to a conditioned stimulus to evoke similar, conditioned responses
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four reinforcement theories
* fixed interval * variable interval * fixed ratio * variable ratio
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fixed interval
after every specific time period; seasonal sales
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variable interval
reinforcement is expected, but not sure when; secret shoppers
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fixed ratio
after a fixed number of responses; punchcard
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variable ratio
reinforced after an unknown number of responses; gambling
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look-alike packaging
private/store/generic brands piggybacked on national/original brands
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behavioral learning theories
assume that learning takes place as the result of responses to external events
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modeling
socially desirable models/celebrities who use or do not use their products
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retention
the consumer retains this behavior in memory
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production processes
the consumer has the ability to perform the behavior
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motivation
a situation arises wherein the behavior is useful to the consumer
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observational learning
the consumer acquires and performs the behavior earlier demonstrated by a model
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memory
acquiring information and storing it over time so that it will be available when needed
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motivation
process that leads people to behave as they do
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goal
consumer’s desire end state
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drive
degree of consumer arousal
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want
manifestation of consumer need
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motivational strength
degree of willingness to expend energy to reach a goal
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driver theory
biological needs that produce unpleasant states of arousal
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expectancy theory
behavior is pulled by expectations of achieving desirable outcomes
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types of needs
* biogenic * psychogenic * utilitarian * hedonic
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biogenic needs
people are born with a need for certain elements necessary to maintain life
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psychogenic needs
not innate, but acquired as we become members of a specific culture
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need for achievement
* value personal accomplishment * place a premium on products that signify success
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need for affiliation
* want to be with other people * focus on products that are used in groups
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need for power
* control one’s environment * focused on products that allow them to have mastery over surroundings
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need for uniqueness
* assert one’s individual identity * enjoy products that focus on their unique character
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utilitarian needs
concern with objective, tangible, functionally important attributes
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hedonic needs
subjective, experiential
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involvement
perceived relevance of an object based on one’s needs, values, and interests
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inertia
consumption at the low end of involvement
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cult product
command fierce consumer loyalty, devotion, and even worship by consumers who are highly involved
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value
a belief that some condition is preferable to its opposite
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core values
values shared within a culture
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enculturation
learning the beliefs and values of one’s own culture
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acculturation
learning the value system and behaviors of another culture
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materialism
the importance people attach to worldly possessions
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materialists
value possessions for their own status and appearnace
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non-materialists
value possessions that connect them to other people or provide them with pleasure in using them
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individual
personal possession
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family
residence and furnishings
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community
neighborhood or town where you live
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group
social or other groups
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self-concept
the beliefs a person holds about their own attributes, and how they evaluate these qualities
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interdependent self
collective self; self-identity comes from the group
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independent self
stress individuality, uniqueness
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self-esteem
the positivity of a person’s self-concept
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enabling
functional pleasure by making consumer’s lives easier
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enticing
experimental pleasure by gratifying one or more of a consumer’s five senses
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enriching
spiritual pleasure by aligning the brand’s values and principles with the consumer’s or by the brand’s social signaling power
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ideal self
our conception of how we would like to be
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actual self
our more realistic appraisal of the qualities we have