Chapter 6
Social Influences
A consumers buying decisions are affected in part by the people around him; such as people and forces they exert on individual buyer
Through what practice is when marketers help consumers learn through free samples, sometimes coupled with coupons, to reduce purchase risk?
Shaping
The forces that other people exert on ones behavior are...
Social Influences
Ultimate consumers
Purchasers who purchase products for personal or household use and not for business purpose
The 5 categories of situational influences are:
Purchases reason, time perspective, social surroundings, physical surroundings, and buyers momentary mood
Routinized response behavior
Purchasing toothpaste, or other consumer buying decision that are made on a regular basis, the consumer decision making process
Consumer Fruad
Purposeful actions to take advantage of or harm other during a transaction
**Motives
Buyers actions are affected by one or more internal energizing forces geared toward satisfying needs
Consumer misbehavior
Shoplifting
Closure
When organizing perceptual inputs people tend to mentally fill in missing elements in a pattern or statement
Culture can be divided into subcultures
according to geographic regions or human characteristics, such as age or ethic background
Perceptual organization
after certain inputs have been selected to reach an individual's awareness, the next set in the perceptual process
Routinized response behavior is what a consumer does when...
buying frequently purchased low-cost items that need little search effort
An attitude scale measures the
intensity of a buyer's feelings toward a certain object.
Evaluation Criteria, example
A customer shopping for a fax machine and tells a sales person that it's important for the fax machine to have several attributes. It must be able to make copies, be compatible with all other fax machines, and not run on a separate phone line.
Who is the fastest growing subculture in the U.S.?
Asian Americans
Interpretation
Assignment of meaning to organized information inputs
Subcultures influence on consumer buying decision processes (example)
Market research for a local bakery determined that Jewish people consume 63% of bagels sold in NYC
Evoked set
a group of brands that a consumer views as alternatives for possible purchase
Limited decision making behavior, example
Charles smartphone is two years old and he would like a new one. this time he wants to make sure it has a longer batter charge and better geographic coverage since he is traveling 3 days a week fro his new job.
Seo-Yoen is beginning to wonder if she has made the right decision about purchasing a new HP laptop after she sees a friend with a new Dell. Seo-Yoen's doubt whether she made the right decision occurs during the
Cognitive Dissonance phase of the buying decision process
What are the 3 components of attitudes?
Cognitive, affective, behavioral
In shopping for a new laptop computer for her master degree program, Joelle has narrowed the alternatives to four brands: Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Joelle's
Consideration Set
Marketers often provide consumers with free samples, sometimes coupled with coupons, to help gain experience with their products and facilitate who?
Consumer Learning
Selective Retention
Consumers tend to remember information that supports their feelings and beliefs and forgets inputs that do not
Framing
Marketers can influence consumers evaluation by describing alternatives to products and their attributes in a certain manner.
Risk in trying an unknown product
Digital influences such as online review sites and social networks, allow shoppers to reduce their gaining information from others
Evaluation criteria for brands within the consideration set are...
Objective and Subjective
**The five major stages of the consumer buying decision process, in order, are
Problem recognition, information search, evaluation of alternatives, purchase and postpurchase evaluation
Patronage Motives
Psychological influences that determine where a person purchases product on a regular basis
Limited decision making
When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category
In the Consumer Buying Decision process
a buyer will search his memory for information about products that might solve the problem they have identified in the internal search
During the purchase stage of consumer buying decision process
a consumer decides from which seller he will buy the product
During the evaluation of alternatives stage of the consumer buying decision process,
framing most likely influences the decision process of inexperienced buyers
An attitude scale measures the a) strength of a buyer's need for a product. b) buyer's level of information about a product. c) amount of experience the buyer has had with the product. d) intensity of a buyer's feelings toward a certain object. e) intensity of a buyer's desire for the product.
d) intensity of a buyer's feelings toward a certain object
Digital influences
have largely replaced word of mouth referrals from neighbors, coworkers, and friends
Maslow's Heirarchy of Needs
individuals first satisfy the most basic needs and they try to fulfill needs at the next level up
Within the information search of the consumer buying power decision process
internal search and external search are the two primary aspects that exist.
**Enduring Involvement
involve making a commitment to joining a health club or committing to any buying decision that requires a monthly dues or fee to continue
Opinion Leader
likely to be ineffective when the follower has attitudes and values that are different from those of the opinion leader
Changing peoples attitudes toward a firm and its marketing program is a long, expensive, and difficult task that
may require extensive promotional campaigns
Risk
most significant factor influencing a buyers level involvement
Aeropastale is developing a program to get to known its customers. If all the customers are the same, Aeropostale would...
not need to understand consumers buying behavior
Problem Regonition
occurs when a consumer becomes aware there is a difference between a desired state and an actual condition
Attitude
ones evaluation, feelings, and behavioral tendencies toward an object or idea
Social Class
open aggregate of people with similar social ranking
The primary psychological influences on consumer behavior are:
perception, motives, learning, attitudes, personality, and lifestyles
Social influences come from...
references groups and opinion leaders, digital influences, social classes, cultures and subcultures, roles, and family
Perception is a 3-step process:
selecting, organizing, and interpreting information inputs
The three major categories of influences on the consumer buying decision process are...
situational influences, social influences, and psychological influences
**Level of Involvement
the importance and intensity of interest in a product in a particular situation.
In the consumer buying decision process
the information search stage
Possible alternatives
yields a group of brands that a buyer views