Consumer Behavior Ch. 1-4

Qualitative Research

means for gathering data in a relatively unstructued way, including case analysis, clinical interviews, and focus group interviews

Implicit Memory

memory for htings that a person did not try to rememnber

Explicit Memory

memory that develops when a person is exposed to, attends, and tries to remember information

Absolute Threshold

minmum strength of a stimulus that can be perceived

Orientation Reflex

natural reflex that occurs as a resonse to something threatening

Hedonic Value

vlaue derived from the immediate gratification that comes from some activity

Insturmental Conditioning

type of learing in which a behavioral response can be condtioned through reinforcement- either punishment or rewards associated with undersiable or desriable behavior

Utilitarian Value

value derived from a product that helps the consumer with some task

Value

a personal assessment of the net worth obtained from an activity

Exchange

acting out of the decision to give something up in return of greater value

Relationship Marketing

activites based on the belief that the firm's performance is enhanced through repeat business

Augmented Product

actual physical product purchased plus any services such as installation and warranties necessary to use the product and obtain its benefits

Expertise

amount of knowledge that a source is perceived to have about a subject

Product Orientation

apporach where innovation is geared primarily toward making the production process as efficient and economic as possible

Quatitative Research

approach that addresses questions about consumer behavior using numerical measurement and anaylis tools

Interpretive Data

approach that seeks to explain the inner meanings and motivations associated with specific comsumption experiences

Webster's Law

law stating that a customer's ability to detect differences between two levels of the stimulus decreases as the intensity of the initial stimulus increases

Customer Lifetime Value

approximate worth of a consumer to a company in economic terms; overall profitability of an individual consumer

Ground

background in a message

Needs

Necessary to live

Marketing Myopia

a comomon condition in which a company views itself in a product business rather than in a value, or benefits producing business. In this way it is shortsighted

Total Value Concept

business practice wherein companies operate with the understanding that products provide value in multiple ways

Learning

change in behavior resulting from some interation between a person and a stimulus

Classical Conditioning

change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes some reaction; a type of unintentionally learning

Ideal Points

combination of product characteristics that provide the most value to an individual consumer or market segment

Just Noticable Difference

condition in which one stimulus is sufficiently stronger than another so that someone can actually notice that the two are not the same

Customer Value Framework

consumer behavior theory that illustates factors that shape consumption related behaviors and ultimately determine the value associated with consumption

Sensation

consumer's immediate response to a stimulus

Signal Theory

explains ways in which communications convey meaning beyond the explicit or obvious interpretation

Congruity

extent to which a message is internally consistent and fits surounding information

Credibilty

extent to which a source is considered to be both an expert in a given area and trustworthy

Affect

feelings associated with objects or experienced during events

Differentiated Marketing

firms that serve multiple market segments each with a unique product offering

Trustworthiness

how honest and unbiased the source is perceived to be

Figure

object intended to capture a person's attention; the focal part of any message

Condition Stimulus

objector event that does not cause the desired resonse naturally but can be conditioned to do so by pairing with an unconditioned stimulus

Market Orientation

organizational culture that embodeis the importance of creating value for customers among all employees

Niche Marketing

plan wherein a firm specializes in serving one market segment with particularly unique demand characteristics

Undifferentiated Marketing

plan wherein the same basic product is offered to all customers

Benefits

positive results of consumption

Selective Distortion

process by which conusmers interpret information in ways that are biased by their previously held beliefs

Consumption

process by which goods, services, or ideas are used and transformed into value

Selective Attention

process of paying attention to only certain stimuli

Selective Exposure

process of screening out certain stimuli and purposely exposing oneself to other stimuli

Shaping

process through which a desired behavior is altered over time, in small increments

Extinction

process through which behaviors cease because of lack of reinforcement

Product Placement

products that have been placed conspicuously in movies or tv shows

Ethnography

qualitative approach to studying consumers that relies on interpretation of the lived experience associated with some aspect of consumption

Phenomenology

qualitative research approach to studying consumers that relies on interpretation of the lived experience associated with some aspect of consumption

Elasticity

reflects how sensitive a conusmer is to changes in some product characteristic

Positive Reinforcement

reinforcers that take the form of a reward

Negative Reinforcement

removal of harmful stimulus as a way of encouraging behavior

Unconditioned Response

response that occurs naturally as a result of exposure to an unconditioned stimulus

Conditioned Response

response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus

Contrast

state that results when a stimulus does not share enough in common with existing categories to allow categorization

Assimilation

state that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category

Accomodation

state that results when a stimulus shares some but not all of the characeristics that would lead to fit neatly in an existing category, and consumers must process exceptions to rules about the category

Discriminatie Stimuli

stimuli that occur soley in the presence of a reinforcer

Unconditioned Stimulus

stimulus with which a behavioral response is already associated

Customer Relationship Management

systematic management information system that collects, maintains, and reports detailed information about customers to enable a more customer oriented managerial apporach

Mere Exposure

that which leads consumers to prefer a stimulus to which they've previously been exposed

Value Co-Creation

the realization that a conusmer is necessary and must play a part in order to produce value

Comprehension

the way people cognitively assign meaning to things they encounter

Situational Influence

things unique to a time or place tha can affect consumer decision making and the value received from consumption

Cognition

thinking or mental processes that fo on as we process and store things that can become knowledge

Resource Advantage Theory

thoery that explains why companies succeed or fail; the firm goes about obtaining resources from consumers in return for the value the resources create

Support Arguments

thoughts that further support a message

Perceptual Map

tool used to depict graphically the positoning of competing products

Wants

way a consumer goes about addressing a recognized need

Consumer orientation

way of doing business in which the actions of the institution proritize consumer value and satisfaction above all other concerns

Subliminal

way that the human brain deals with very low-strength stimuli, so low that the person has no concious awareness