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Consumer Behavior Exam 1

Ch. 1,2, 3, 4


undefined, object
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product (goods, services), place (distribution), promotion (advertising), price (value, need)
the extent to which processing activity is devoted to particular stimulus
behavior learning theories
classical conditioning- dog/bell experiment instrumental conditioning- when we lear to perform behaviors that produce positive outcomes, avoid negative
brand equity
brand that has strong positive associations in consumers memory and commands a lot of loyalty
brand perceptions
how consumers perceive ads =functional attributes + symbolic attributes
cognitive dissonance theory
based on premise that ppl have need for order and consistency in their lives and that a state of dissonance exists when beliefs or behaviors conflict with one another p132
cognitive learning theories
approaches that stress the importance of internal mental processes. views ppl as problem solvers who actively use info from world around them to master their env
interest in global health and going green. p154
consumer behavior
study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires
consumer generated content
everyday ppl voice their opinions about products, brands, companies online
consumer legislation
to communicate message of product, must know ways able to package, promote and advertise without breaking the law
consumer needs
needs, desires, and motivations expressed in lifestyle choices, buying patterns and preferences for certain products and services
declaration of consumer rights
right to safety, to be informed, to redress, to choice
consumer welfare
dept of agriculture, fda, epa, ftc and sec
person whp sees a need/desire, makes a purchase, and disposes of product.
consumption communities
web groubs where members share views and product recommendations online
dark side of consumption
consumer terrorism, compulsive consumption, illegal activities
core values
common general values held by culture
culture jamming
defacement or alteration of advertising materials as form of political expression. strategy to disrupt corporate influence on our cultural landscape
database marketing
tracking consumers buying habits very closely (data minding) then crafting products and messages tailored precisely to ppls wants and needs based on this info
differential threshold
ability of sensory system to detect changes or difference among stimuli
just noticeable difference
smallest change in stimuli that can be detected
drive theory
biological needs that produce unpleasant states of arousal. focuses on biological need
1) sensory 2) semantic (facts and symbolic meanings) 3) episodic (autobiographical)
perspective that behavior is largely pulled by expectations of achieving desirable outcomes, or positive incentives, rather than pushed from within. p151
occurs when stimulus comes within range of someones sensory receptors
global consumer
unites ppl around the world with their products, common devotion to brand name consumer goods, movie stars, celebrities, and leisure activities p18
halo effect
tendency to react to other similar stimuli in the same way as act to original stimuli. ex=ipod touch to iphone to ipad
haptic sense
sense of touch; most basic of senses, learned before smell or vision
hofstedes cultural dimensions
1) individualism, 2) masculinity, 3) uncertainty avoidance, 4) power distance, 5) long term orientation
incidental learning
unintentional acquisition of knowledge
meaning we assign to sensory stimuli, based on schema
motivation to process product related info. perceived relevance of an object based on ones needs, values, and interest p137
japanese philosophy that translates customers felings into design elements (gear shift in car)
acquiring or modifying existing knowledge, behavior, skills, values or preferences
levels of involvement
ranges from inertia to flow level of interest in product tv=low, print=high
masked branding
strategy that deliberately hides a products origin
maslows hierarchy
(top to bottom) self actualization ego needs belongingness safety physiological
importance consumers attach to worldly items
episodic memory
narrative, autobiographical
semantic memory
imitating behavior of others 1) must attend to model 2) must remember what model says/does 3) consumer must convert new info 4) consumer must be motivated to perform actions
process that leads ppl to behave as they do
motivational conflict
conflict resulting from arousal of 2/more motives that direct behavior toward incompatible goals 1) approach-approach 2) approach-avoidance 3) avoidance-avoidance
company devoted to making music. used scent in order to affect behavior of customer
a basic biological motive
form of consumption chosen to satisfy need
observational learning
learn by watching others (modeling)
immediate response to change in environment when that change is not sudden enough to elicit startle reflex
process by which sensations are selected, organized, and interpreted
perceptual process
sequence of steps that begins with environment and leads to our perception of stimulus and an action in response to the stimulus sensory stimuli->sensory receptors->exposure->orient/allocate->attention->actively engage->interpretation
popular culture
music, movies, sports, books, celebrities and other forms of entertainment consumed by mass market
consumer is prepared beforehand
role theory
perspective that much of consumer behavior resembles actions in a play
targeting select consumers based on gender, price, location, interests, religion, income
selective attention
ppl decide consciously and unconsciously what info and stimulus they will attend to
signs, symbols, and assignment of meaning
touch smell sigh hearing taste
sensory threshholds
psychophysics: pt when stimulus enters perception
something external that influences activity
stimulus generalization
process that occurs when behavior caused by a reaction to one stimulus occurs in presence of other similar stimulus
stimulus selection
perceptual vigilance, perceptual defense, adaptation, contrast
subliminal perception
stimulus below awareness (little proof that it occurs)
observable measurements of population characteristics (age gender education income race/ethnicity
trade dress
color combinations that become strongly associated with a corporation
belief that some condition is preferable to its opposite

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