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