Marketing midterm - ch. 5

Accessibility

One characteristic of attitudes that has to do with strength. How easily and readily an attitude is retrieved from memory

Resistance

One characteristic of attitudes that has to do with strength. How easy attitudes change

Persistence

One characteristic of attitudes that has to do with strength. The endurance of an attitude; some last longer than others, particularly attitudes we're confident about

Confidence

One characteristic of attitudes that has to do with strength. The strength of an attitude, how certain we are about it

Favorability

One characteristic of attitudes that has to do with direction. Like/dislike, negative/positive attitude

Maslow's Hierarchy of Needs

An approach to motivation. Needs at the bottom of this have to be attained before moving on to the next level; it can help marketers identify what products someone might need depending on their development or the environment around them. Physical/psychological needs are at the bottom, then safety needs, social needs, personal needs, and finally self-actualization needs are at the top

Buyer decision process

How consumers make buying decisions. Consists of five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Consumers pass through all five stages with every purchase in a considered way, but it can be faster or slower depending on the nature of the buyer, the product, and the buying situation

Social factors

One interpersonal determinant of consumer buying behavior. These involve: groups (word-of-mouth influence, opinion leaders, and online social networks), family, and roles and status. An example of the influence of these is the "Asch Phenomenon"; people in a group will conform and follow the common act of a group regardless of their personal beliefs

Culture

One interpersonal determinant of consumer buying behavior. Values, beliefs, preferences, and tastes handed down from one generation to the next; the broadest environmental determinant of behavior. Every group or society has their own and its influences on buying behavior may vary greatly from country to country. Marketers are always trying to spot shifts in this

Evaluative criteria

Part of evaluation of alternatives, the third step of the consumer decision process. Features that a consumer considers in choosing among alternatives

Evoked set

Part of information search, the second step of the consumer decision process. Number of alternatives that a consumer actually considers in making a purchase decision

Stimulus factors

Part of perception as it pertains to the psychological determinants of consumer buying behavior. Characteristics of the physical object such as size, color, weight, and shape

Individual factors

Part of perception as it pertains to the psychological determinants of consumer buying behavior. Unique characteristics of the individuals, including not only sensory processes but also experiences with similar inputs and basic motivations and expectations

Cognitive dissonance

Part of post-purchase evaluation, the fifth step of the consumer decision process. An imbalance among knowledge, beliefs, and attitudes that occurs after an action or decision such as a purchase. It's likely to increase as the dollar value of a purchase increases and when the rejected alternatives have desirable features that the chosen alternatives to not provide. Marketers can reduce this by providing information that supporst the chosen item

High-involvement

Part of the consumer decision process. Purchases with high levels of potential social or economic consequences are this level of involvement. Examples are buying a car or choosing what college to attend

Low-involvement

Part of the consumer decision process. Routine purchases that pose little risk to the consumer. Examples include what candy bar to buy and what type of bread to buy

Subculture

Part of the culture aspect of consumer buying behavior. Each culture contains these; smaller groups of people with shared value systems based on common life experiences and situations. Includes nationalities, religions, racial groups, and geographic regions. They make up important market segments and marketers often design products and marketing programs tailored to their needs

Social classes

Part of the culture aspect of consumer buying behavior. Society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Marketers are interested in this because people within certain ones tend to exhibit similar buying behavior

Belief

Part of the psychological determinants of consumer behavior. A descriptive thought that a person holds about something. They may be based on real knowledge, opinion, or faith and may or may not carry an emotional charge. Marketers are interested in people formulating these about specific products and services because they make up product and brand images that affect buying behavior

Motive

Part of the psychological determinants of consumer behavior. An inner state that directs a person toward the goal of satisfying a need. The need is sufficiently pressing to direct the person to seek satisfaction

Learning

Part of the psychological determinants of consumer behavior. Changes in an individuals behavior arising from experience. Marketers shape behaviors through this with things like airline miles, gifts, etc. Pavlovian reinforcement is an example

Perception

Part of the psychological determinants of consumer behavior. The process by which people select, organize, and interpret information to form a meaningful picture of the world. It is the meaning a person attributes to incoming stimuli gathered by the five senses

Attitude

Part of the psychological determinants of consumer behavior. This describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. A company should try to fit its products into existing ones rather than attempt to change them

Role

Part of the social aspect of consumer buying behavior. Refers to formal or informal guides for behavior that is expected of members who hold specific positions

Status

Part of the social aspect of consumer buying behavior. Refers to the relative position of any individual member in a group

Post-purchase evaluation

The fifth step of the consumer decision process. The buyer feels either satisfaction at the removal of the discrepancy between the existing and desired states or dissatisfaction with the purchase

Need (problem) recognition

The first step of the consumer decision process. The consumer becomes aware of a gap between the existing situation and a desired situation; consumers are problem solvers. It can be triggered by an internal stimuli (hunger or thirst) or an external stimuli (an advertisement or a discussion with a friend)

Purchase decision

The fourth step of the consumer decision process. After evaluating each alternative in the evoked set, the consumer decides where or from whom to make the purchase

Information search

The second step of the consumer decision process. Consumers gather information about the attainment of a desired state of affairs. Generally, people under-do this as they are lazy

Evaluation of alternatives

The third step of the consumer decision process. Consumers evaluate the evoked set of options and as the search progresses, the consumer accepts, distorts, or rejects

Personal factors

These determinants of consumer buying behavior include age/life cycle stage, occupation, economic situation, lifestyle, and personality/self-concept

Life cycle stage

This personal determinant of consumer buying behavior is more important than chronological age. It's where you see yourself in life