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Consumer Behavior


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consumer behavior
actions a person takes in purchasing and using products and services.
problem recognition
initial step; occurs when a person realizes that teh difference between what he or she has and what he or she would like to have it big enought to actually do something about it.
information search
search for information about what product or service might satisfy the newly discovered need; scan memory from previous experiences (internal search); no past experience (external); the primary sources of external information are: personal sources, public sources, marketer-dominated sources.
alternative evaluation
evaluative criteria: represent bouth objective and subjective attributes.
postpurchase behavior
consumer compares it with his or her experiences and is either satisfied or dissatisfied.
personal, social, and economic signifcance of a purchase to the consumer.
item to be purchased
is expensive, can have serious personal consequences or could reflect ones social image.
routine problem solving
for products, consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives.
limited problem solving
consumers typically seek some information or rely on a friend. (toaster, restuarant for dinner)
extended problem solving
each of the 5 stages of consumer purchase decision process is used in the purchase. (automobiles, houses, and financial investments)
energizing forces that stimulates behavior to satisfy a need.
physiological needs
basic to survival and must be satisfied first.
someone's consistent behaviors or responses to recurring situations.
process by which someone selects, organizes, and interprets information to create a meaningful picture of the world.
self perception
human brain organizes and interprets all this information.
selective exposure
occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ingnore messages that are inconsistent.
self comprehension
involves interpreting information so that it is consistent with your attitudes and beliefs.
selective retention
consumers do not remember all the information they see, read, or hear, even minutes after exposure to it.
perceived risk
anxiety felt when a consumer cannont anticipate possible negative outcomes of a purchase.
negative outcomes
prices of product, the risk of physical harm, and the performance of the product.
strategies to feel at ease about purchase
obtaining seals of approval, sercuring endorsements, providing free trials, giving extensive usage instructions, providing warranties.
behaviors that result from repeated experience or reasoning.
a need.
stimulus or symbol that one perceives.
the action taken to satisfy the drive
stimulus generalization
occurs when a response brought about by one stimulus is generalized to another stimulus.
stimulus discrimination
one's ability to perceive differences among similar products.

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