Consumer Behavior 1
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| Consumer Behavior | the totality of consumer's decisions with respect to the acquisition consumption and disposition of goods services activities and ideas by human decision-making units over time
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| Offering | Acquiring, Using, Disposing
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| Acquisition | Leasing, trading, buying, or borrowing
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| Disposition | how consumers get rid of an offering they previously acquired
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| Primary Data | the collection of surveys, focus groups, and experiments to support their marketing decisions
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| Secondary Data | data collected by a seperate entity for one purpose and subsequently used by another entity for a different purpose
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| Survey | a written instrument that asks consumers to respond to a predetermined set of research questions
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| Focus Groups | brings together groups of 6 to 12 consumers to discuss an issue or an offering
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| Storytelling | consumers tell researchers stories about their experiences with a product
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| market test | reveals wheather an offering is likely to sell in a given market, and which marketing mix elements most effectively enhance sales
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| Conjoint analysis | determines the relative importance and appeal of different levels of an offering's attributes.
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| Ethnographic Research | researchers observe how consumers behave in realworld surroundings
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| Data Mining | the conpany then searches for patterns in the database that offer clues to custerom needs, preferences, and behaviors
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| Exposure | the process by which the consumer comes into physical contact with a stimulus
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| Marketing Stimuli | messages and information about products or bands communicated by either the marketer or by nonmarketing sources
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| Selective Exposure | Consumers actively seek certain stimuli and avoid others.
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| Zipping | fastforwarding through recorded television shows
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| Zapping | consumers avoid ads by swithcing to other channels during commercial breaks.
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| Attention | the process by which we devote mental activity to a stimulus
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| Selectivity | deciding which items we want to focus on at any one time.
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| Preattentive Processing | most of our attentional sources are devoted to one thing, leaving very limited resources for attending to something else.
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| Prominence | stimuli that stand out relative to the environment because of their intensity
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| Concreteness | the extent to which we can imagine a stimulus.
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| Habituation | when a stimulus because familiar and loses its attention-getting ability
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| Absolute Threshhold | the minimum level of stimulus intensity needed for a stimulus to be perceived.
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| Differential Threshold | the intensity differences needed between two stimuli before peopld can perceive that the stimuli are different
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| Just Noticible Differences (JND) | The differential between the intensity between two stimuli
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| Weber's Law | the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
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| Subliminal Perception | the perception of stimuli presented below the threshold level of awareness
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| Perceptual Organization | stimuli that are a complex combination of numerous stimple stimuli that consumers must organize into a unified whole
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| Mere Exposure Effect | The rule stating that we tend to prefer familiar objects to unfamiliar ones.
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| Wearout | Consumers become bored with the stimulus and brand attitudes can actually become negative.
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| Classical Conditioning | Pavlov rule that an unconditioned stimulus will illicit an unconditional response. Ringing of bell causes saliva.
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| Salience | something that stands out from the larger context in which is is placed because it is bright, big, complex, moving, or pominent in its environment.
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| Prototypicality | Frequently rehearsed and recirculated brands in a product category
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| Redundant Cues | Information items that seem to go together naturally
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| Retrieval Cue | a stimulus that facillitates the activation of memory
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| Personally Relevant Stimuli | Appeals to needs values and goals. Showing sources similar to the target audience. Using dramas or mini stories that enhance attention
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| Pleasent Stimuli | Use attractive models, music, or humor
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| Surprising Stimuli | Using novelty, unexpectedness, or a puzzle.
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| Easy to process stimuli | Prominence, Concreteness rather than abstract, contrasting stimuli, and amount of competing information.
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| Perceiving Through Vision | size and shape, color, color dimensions, saturation, effects of color on mood, color and liking
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| Schema | the set of associations linked to a concept
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| Consumer Behavior | reflects totality of consumers decisions with respect to acquisition, consumption, & disposition of goods, services, time, & ideas.
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| Behavioral Science | more uncertainty; makes research more critical
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| Research vs Intuition | tend to base decisions on intuition. People like to have intuitions confirmed
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| Rationale for scientific study | anticipate the unarticulated needs & wants of consumers & provide them w/it
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| Methods to study behavior | observation, focus groups, interview, panels, surveys, experiments
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| Scientific Methods | allow you to uncover relationships between two or more variables
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| Independent Variables | what impacts behavior (person variables-internal situation variables-external)
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| Correlation | related
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| Causation | direct (x leads to y always)
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| First Hand Experience | can be controlled by marketer
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| Second Hand Experience | can't be controlled (buzz marketing)
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| Irrelevant Cues | rely on irrelevant things such as spokes model
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| Halo Affect | generalized impression
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| Limited Hypothesis Testing | we don't think of all possibilities
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| Associative Networks | composed of nodes (concepts & words) & links
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| Association Principle | determines how consumers can think about unrelated concepts together
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| assimilation | shift toward reference point
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| Implicit Memory | when you divide someone attention when learning it interferes w/encoding process
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| Beliefs | knowledge & inferences that a consumer has about an object, its attributes, and benefits. Very cognitive. Measured on a non-evaluative continuum; carry extremity
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| Inferences | role of prior knowledge of how things go together
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| Attitudes | when beliefs carry valence and are evaluative. A lasting general evaluation of an object.
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| Cognitive involvement | interested in thinking about the goal and processing information
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| affective involvement | willing to expend emotional energy
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| Moods | emotions felt with less intensity
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| Mandler's Discrepancy Theory- | "unexpected events arouse me" - jake myers
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| Recipient Factors | average intelligence is easiest to yield to advertising
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| Balance Theory | triangular relationship between individual-person-stimulus
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| contrast effects | shift away from reference point
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