Consumer Behavior
Terms
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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.
- involvement
- 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)
- motivation
- energizing forces that stimulates behavior to satisfy a need.
- physiological needs
- basic to survival and must be satisfied first.
- personality
- someone's consistent behaviors or responses to recurring situations.
- perception
- 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.
- learning
- behaviors that result from repeated experience or reasoning.
- drive
- a need.
- cue
- stimulus or symbol that one perceives.
- response
- the action taken to satisfy the drive
- reinforcment
- reward.
- 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.