Chapter 5: Consumer Markets and Buyer Behavior
What type of buying behavior is high involvement and INSIGNIFICANT brand difference?
Dissonance-reducing
What chasm must be crossed to ensure adoption of new technology.
Early adopters to early mainstream
What type of buying behavior is low involvement and INSIGNIFICANT brand difference?
Habitual
__________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
Perception
__________ is the buyer's decision about which brand to purchase.
Purchase decision
__________ is the tendency for people to screen out most of the information to which they are exposed.
Selective attention
__________ is the tendency for people to interpret information in a way that will support what they already believe.
Selective distortion
__________ is the tendency to remember good points made about a brand they favor and forget good points made about competing brands.
Selective retention
List Maslow's Hierarchy of Needs (top to bottom) -- brand equity si also built on this pyramid
Self-actualization needs, esteem needs, social needs, safety needs, physiological needs
__________ are society's relatively permanent and ordered division whose members share similar values, interests, and behaviors.
Social classes
What are groups of people within a culture with shared value systems based on common life experiences and situations?
Subcultures
The __________ factor that influences consumer behavior is the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.
culture
occupation, age and life stage, economic , lifestyle, and personality are __________ that affect consumer behavior.
personal factors
Motivation, perception, learning, and beliefs and attitudes are __________ that affect consumer behavior.
psychological factors
Family, small groups, social networks, and role and status are __________ that affect consumer behavior.
social factors
__________ is the third stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.
Alternative evaluation
What are the stages of the adoption process?
Awareness, interest, evaluation, trial, adoption
__________ is buyer discomfort caused by post-purchase conflict.
Cognitive Dissonance
What type of buying behavior is high involvement and significant brand difference?
Complex
What is the buying behavior of final consumers - individuals and households that buy goods and services for consumption?
Consumer buyer behavior
According to the text, what is the most basic cause of a person's wants and behaviors?
Culture
What are the three cultural factors that influence consumer buyer behavior?
Culture, subculture, and social class
What is the sum of the ongoing experiences consumers have with a brand that affect their buying behavior, engagement, and brand advocacy over time?
Customer journey
__________ is the second stage of the buyer decision process in which the consumer is motivated to search for more information.
Information search
List the Law of diffusion groups from left to right
Innovators, early adopters, early mainstream, late mainstream, and lagging adopters
__________ is the change in an individual's behavior arising from experience and occurs through the interplay of drives, stimuli, cues, responses, and reinforcement.
Learning
A __________ is a need that is sufficiently pressing to direct the person to seek satisfaction of the need.
Motive
__________ is the first stage of the buyer decision process, in which the consumer recognizes a problem or need triggered by internal and external stimuli.
Need recognition
List the steps of the buyer decision process.
Need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
T/F: Consumers are often unaware of what influences their purchases.
True
T/F: Consumers tend to buy brands whose personality matches their own.
True
What type of buying behavior is low involvement and significant brand difference?
Variety-seeking
The __________ is the mental process an individual goes through from first learning about an innovation to final regular use.
adoption process
A(n) __________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.
attitude
A(n) __________ is a descriptive thought that a person has about something based on knowledge, opinion, and faith.
belief