Chapter 6 Study Guide (Principles of Marketing)
What are the motivations for unethical/illegal misbehavior?
- justification/rationalization - economic reasons - it is accepted by peers
examples of opinion leaders
- local religious leader - "movie buff" friend - family doctor
psychological influences include
- perception - motives - learning - attitudes - personality/self-concept - lifestyle
examples of motives...
- physical feelings - state of mind - emotions - buying a new coat when it's cold
What are all of the social influences?
- roles - family - reference groups - digital - opinion leaders - social classes - culture and subculture
The three stages of perception include
- selective exposure - selective distortion - selective retention
social class influences
- spending, saving, and credit practices - type, quality, and quantity of product a person buys - shopping patterns and types of stores patronized
What are cultural values?
- values - language - myths - customs (habit, passed down, it becomes a tradition) - rituals (rite of passage, but not spiritual) - laws - material artifacts
Nonmarketing control in external research are the opinions from people (friends, family) and the most ___.
INFLUENCIAL
What is an example of a low involvement product?
grocery or drug store items
dissociative
group that a person does not wish to be associated with
membership
group to which a person actually belongs
aspiration
group to which a person aspires to belong
Children gain __ influences by observing parents and older siblings in purchasing situations.
family
collects and controls information
gatekeeper
Selecting, organizing, and interpreting information to produce meaning is known as __
perception
__ is a set of internal traits and distinct behavioral tendencies that result in a consistent pattern of behavior in certain influences.
personality
___ influences types and brands of products purchased.
personality
justification/rationalization
the thrill of getting away with it
economic reasons
there is little risk of getting caught
Look at Maslow's Hierarchy Needs
***
What is meant by subliminal communication???
*** find
The consumer buying decision process is a cognitive model meaning it is...
- a go to model - thinking model (logical, rational)
habitual buying behavior
- buying the same brands of each product you buy ex: i buy hane's ketchup, clorox wipes, charmin toilet paper every time i go to the grocery store) i only like those brands of each of those
family roles related to buying decisions
- gatekeeper - influencer - decider - buyer
What are the different types of level of involvement?
- high involvement products - low involvement products - enduring involvement - situational involvement
___ purchase products that reflect and enhance their self concept.
Buyers
If your company is not in the __ set, then the buyer does not view your product as an alternative in the evaluation process.
EVOKED/CONSIDERATION
You are guaranteed to purchase a product when you get to the purchasing stage. true or false
FALSE; purchasers can still back out!!
Lifestyle is expressed through activities, interest and ___. (AIO)
OPINIONS
In class we used the example of ___ to discuss universal, retrieval, and evoked/consideration set.
POOL TABLES
The three types of cognitive dissonance are being delighted, satisfied, or dissatisfied. true or false
TRUE
___ groups that a person identifies with so strongly that he/she adopts the values, attitudes, and behavior of group members, regardless of group membership.
Reference
S-R stands for
STIMULUS RESPONSE
an example of a limited decision making is
a new dry cleaner opens up in your home town and you cannot decide if you want to use it
feeling, emotion "I like Crest"
affect
Cognitive dissonance are buyer's doubts shortly __ a purchase about whether the decision was the right one.
after
An example of an enduring product is...
apple products
Cognition, affect, and behavior are the 3 components of
attitude components
An example of a stimulus generalization is...
baking soda company "Clear solution for the pool and beyond"
intentions "I will buy Crest"
behavior
examples of a routinized response behavior
bottled water, chips, batteries
makes purchase
buyer
example of impulse buying
buying stuff at cash registers in the check out line
an example of extended decision making would be
cars, computers, services of a doctor/lawyer
beliefs, knowledge, information "Crest stops cavaties"
cognition
To minimize ___, companies send thank you notes, apologies, and feelings of acceptance.
cognitive dissonance
_____ is buying behavior of the final consumer.
consumer buying behavior
___ is a behavior that violates generally accepted norms of a particular society.
consumer misbehavior
___ is a process through which a person acquires the knowledge and suits to function as a consumer.
consumer socialization
__ is the accumulation of values, knowledge, beliefs, customs, objects, concepts that a society uses to cope with its environment and passes on to future generations.
culture
makes buying choice
decider
Problem need/recognition occurs when a buyer becomes aware of a difference between a ___ and an ___.
desired state and actual condition
The three types of reference groups include membership, aspiration, and __.
disassociate
Consumer behavior is three words is acquire, use, and ___.
dispose
Selective __ is an individual's changing or twisting of information that is inconsistent with personal feelings or beliefs.
distortion
buyer's momentary mood and condition
emotions, fatigue, illness, cash on hand
___ involvement is an ongoing long-term interest in a product or product category.
enduring
What is the third step of the consumer buying process?
evaluation of alternatives
High involvement products are visible to others and are more ___
expensive
Selective __ is a process by which some inputs are selected to reach awareness and others are not.
exposure
___ decision making is a consumer problem solving process employed when purchasing unfamiliar, expensive, or infrequently bought products.
extended decision making
Real estate, high end electronics, and automobiles are all examples of what kind of involvement?
high-involvement
___ is an unplanned buying behavior resulting from a powerful urge to buy something immediately.
impulse buying
social surroundings
includes characteristics and interactions of others who are present during a purchase decision
tries to sway decisions
influencer
What is the second step of the consumer buying process?
information search
What is JND?
just noticeable difference
___ changes in an individual's thought processes and behavior caused by information and experience.
learning
Low involvement products are __ expensive and have less associated risk.
less
___ decision making is a consumer problem solving process used when purchasing products occasionally or needing information about an unfamiliar brand in a familiar product category.
limited
Situational influences result from circumstances, time, and ___.
location
physical surroundings
location, store atmosphere, aromas, sounds, lighting, weather
Routinized response behavior is a consumer problem solving process used when buying frequently purchased, ___ items that require very little search and decision effort
low cost
Why are roles so important?
many different roles and influence GENERAL and BUYING behavior
___ control in external research are the actual facts from markets.
marketing
Information external search focuses on two factors ___ and ___ control.
marketing and nonmarketing
During information search, internal search focuses on ___.
memories
Automatic decision making type involves either husband or wife and includes what type of products?
men's clothing, luggage, toys and games, cameras
Buyer's are affected by ___ motive.
more than one
__ is an individual's energized force that directs a person's behavior towards satisfying needs or achieving goals.
motives
Self concept is a perception of ___.
oneself
__ leaders are members of an informal group who provide information about a specific topic to other group members.
opinion
it is accepted by peers
people think that they are smarter than others
What is the fifth step of the consumer buying process?
postpurchase evaluation
What is the first step of the consumer buying process?
problem recognition
___ influences are factors than in part determine people's general behavior, thus influencing their behavior as customers *strongly affected by external social forces
psychological
What is the fourth step of the consumer buying process?
purchase
What are the three broad social class categories?
quality, type, and quantity of products a person buys ?? go back and look
Selective __ is remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not.
retention
All products within the world or what you can pull from your brain are known as a __ set.
retrieval
___ are actions and activities that a person is supposed to perform based on expectations of the individual and surrounding persons
roles
consumer misbehavior examples
shoplifting, organized retail crime, consumer fraud, piracy, abusive consumers
The sudden need to buy a new laptop when your current one malfunctions is an example of __ involvement.
situational
___ influences can impact the buyer during ANY STAGE of the consumer buying process.
situational
___ involvement is temporary and dynamic results from a particular set of circumstances.
situational
Situational, psychological, and ___ factor are the three things that influence the consumer buying decision process.
social
The five different situational influences include physical surroundings, ___ surroundings, time perspective, reason for purchase, and buyer's momentary mood and condition.
social
__ influences are the forces other people exert on one's buying behavior.
social
time perspective
time to progress through buying decision process, frequency of product, product life, and time of day
__ is a group of individuals whose characteristics, values and behavior patterns are similar within a group and different from those in the surrounding culture.
subculture
___ sets are all products within the universe.
universal
__ , __ , __ , and __ define America's social classes.
upper class, middle class, working class, and lower class
Syncratic decision making type involves both the husband and wife and includes what type of products?
vacation, TVs, living room, furniture, family cars, carpets
Is level of involvement important?
yes!! MAJOR factor in decision making process