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Consumer Behavior 1

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
Offering Acquiring, Using, Disposing
Acquisition Leasing, trading, buying, or borrowing
Disposition how consumers get rid of an offering they previously acquired
Primary Data the collection of surveys, focus groups, and experiments to support their marketing decisions
Secondary Data data collected by a seperate entity for one purpose and subsequently used by another entity for a different purpose
Survey a written instrument that asks consumers to respond to a predetermined set of research questions
Focus Groups brings together groups of 6 to 12 consumers to discuss an issue or an offering
Storytelling consumers tell researchers stories about their experiences with a product
market test reveals wheather an offering is likely to sell in a given market, and which marketing mix elements most effectively enhance sales
Conjoint analysis determines the relative importance and appeal of different levels of an offering's attributes.
Ethnographic Research researchers observe how consumers behave in realworld surroundings
Data Mining the conpany then searches for patterns in the database that offer clues to custerom needs, preferences, and behaviors
Exposure the process by which the consumer comes into physical contact with a stimulus
Marketing Stimuli messages and information about products or bands communicated by either the marketer or by nonmarketing sources
Selective Exposure Consumers actively seek certain stimuli and avoid others.
Zipping fastforwarding through recorded television shows
Zapping consumers avoid ads by swithcing to other channels during commercial breaks.
Attention the process by which we devote mental activity to a stimulus
Selectivity deciding which items we want to focus on at any one time.
Preattentive Processing most of our attentional sources are devoted to one thing, leaving very limited resources for attending to something else.
Prominence stimuli that stand out relative to the environment because of their intensity
Concreteness the extent to which we can imagine a stimulus.
Habituation when a stimulus because familiar and loses its attention-getting ability
Absolute Threshhold the minimum level of stimulus intensity needed for a stimulus to be perceived.
Differential Threshold the intensity differences needed between two stimuli before peopld can perceive that the stimuli are different
Just Noticible Differences (JND) The differential between the intensity between two stimuli
Weber's Law the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
Subliminal Perception the perception of stimuli presented below the threshold level of awareness
Perceptual Organization stimuli that are a complex combination of numerous stimple stimuli that consumers must organize into a unified whole
Mere Exposure Effect The rule stating that we tend to prefer familiar objects to unfamiliar ones.
Wearout Consumers become bored with the stimulus and brand attitudes can actually become negative.
Classical Conditioning Pavlov rule that an unconditioned stimulus will illicit an unconditional response. Ringing of bell causes saliva.
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.
Prototypicality Frequently rehearsed and recirculated brands in a product category
Redundant Cues Information items that seem to go together naturally
Retrieval Cue a stimulus that facillitates the activation of memory
Personally Relevant Stimuli Appeals to needs values and goals. Showing sources similar to the target audience. Using dramas or mini stories that enhance attention
Pleasent Stimuli Use attractive models, music, or humor
Surprising Stimuli Using novelty, unexpectedness, or a puzzle.
Easy to process stimuli Prominence, Concreteness rather than abstract, contrasting stimuli, and amount of competing information.
Perceiving Through Vision size and shape, color, color dimensions, saturation, effects of color on mood, color and liking
Schema the set of associations linked to a concept
Consumer Behavior reflects totality of consumers decisions with respect to acquisition, consumption, & disposition of goods, services, time, & ideas.
Behavioral Science more uncertainty; makes research more critical
Research vs Intuition tend to base decisions on intuition. People like to have intuitions confirmed
Rationale for scientific study anticipate the unarticulated needs & wants of consumers & provide them w/it
Methods to study behavior observation, focus groups, interview, panels, surveys, experiments
Scientific Methods allow you to uncover relationships between two or more variables
Independent Variables what impacts behavior (person variables-internal situation variables-external)
Correlation related
Causation direct (x leads to y always)
First Hand Experience can be controlled by marketer
Second Hand Experience can't be controlled (buzz marketing)
Irrelevant Cues rely on irrelevant things such as spokes model
Halo Affect generalized impression
Limited Hypothesis Testing we don't think of all possibilities
Associative Networks composed of nodes (concepts & words) & links
Association Principle determines how consumers can think about unrelated concepts together
assimilation shift toward reference point
Implicit Memory when you divide someone attention when learning it interferes w/encoding process
Beliefs knowledge & inferences that a consumer has about an object, its attributes, and benefits. Very cognitive. Measured on a non-evaluative continuum; carry extremity
Inferences role of prior knowledge of how things go together
Attitudes when beliefs carry valence and are evaluative. A lasting general evaluation of an object.
Cognitive involvement interested in thinking about the goal and processing information
affective involvement willing to expend emotional energy
Moods emotions felt with less intensity
Mandler's Discrepancy Theory- "unexpected events arouse me" - jake myers
Recipient Factors average intelligence is easiest to yield to advertising
Balance Theory triangular relationship between individual-person-stimulus
contrast effects shift away from reference point
Created by: jmm5149