Marketing Ch 5
Activities Interests Opinions
A customer's lifestyle can be measured by using the AIO dimensions. What does AIO stand for?
Aspirational Groups
Groups an individual wishes to belong to
Reference Groups
Groups that form a comparison or reference in forming attitudes or behavior
Membership Groups
Groups with direct influence and to which a person belongs
Brand Evangelists
Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about their brands to become _______, brand ambassadors who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge.
Consumer
Most large companies research _________ buying decisions to find out what they buy, where they buy, how they buy, and how much they buy, when they buy, and why they buy.
Selective Distortion
People tend to interpret new information in a way that will support what they already believe. This is called _________.
Aspirational Groups
____ are groups to which an individual wishes to belong, as when a teenaged basketball player hopes to play someday for the Los Angeles Lakers.
Lifestyle
______ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions.
Asian American
________, the most affluent American demographic subculture, now have more than $450 billion in annual spending power.
Attitudes
describe a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea
Belief
descriptive thought that a person has about something based on: -Knowledge -Opinion -Faith
Unaware
According to Freud's theories, people are _____ many of the psychological forces shaping their behavior.
Dissonance-reducing buying behavior
All of the following make up a person's lifestyle EXCEPT _________.
African American
Although more price-conscious than other segments, _______ consumers tend to be strongly motivated by quality and selection. Brands are important. They enjoy shopping and are more fashion conscious than other ethnic groups.
Subculture
groups of people within a culture with shared value systems based on common life experiences and situations
Customer Satisfaction
key to building profitable relationships with consumers—to keeping and growing consumers and reaping their customer lifetime value
Culture
learned values, perceptions, wants, and behavior from family and other important institutions
Adoption Process
mental process an individual goes through from first learning about an innovation to final regular use. -Stages in the process include: -Awareness -Interest -Evaluation -Trial -Adoption
Motive
need that is sufficiently pressing to direct the person to seek satisfaction
Lifestyle
person's pattern of living as expressed in his or her psychographics
Perception
process by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes -Selective attention -Selective distortion -Selective retention
Consumer Market
refers to all of the personal consumption of final consumers
Motivation Research
refers to qualitative research designed to probe consumers' hidden, subconscious motivations
Consumer Buyer Behavior
refers to the buying behavior of final consumers—individuals and households who buy goods and services for personal consumption
Personality and Self-Concept
refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer's environment
Social Classes
society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors
Selective Distortion
tendency for people to interpret information in a way that will support what they already believe
Selective Attention
tendency for people to screen out most of the information to which they are exposed
Selective Retention
tendency to remember good points made about a brand they favor and forget good points about competing brands
