MKTG 351-70 Ch. 6
What is the Model of Consumer Behavior?
the environment, buyer's black box, buyer responses
Rationally evaluating alternative terms of cost and value received, in an effort to maximize utility or satisfaction while spending always scarce resources of time, energy and money best describes?
Economic Person Theory
What is perception?
The process by which people select, organize, and interpret information to form a meaningful picture of the world
What are the seven US social classes?
Upper Upper <1% *1* Capitalist Lower Upper 2% *2* Upper- Upper Middle 12% Middle Middle 32% *3* Middle Working 38% *4* Working Upper Lower 9% *5* Under Lower-Lower 7% class
What is subliminal perception?
perception below the threshold of conscious awareness
What is the Economic Person Theory?
-Describes the decision process as: Rationally evaluating alternative terms of cost and value received, in an effort to maximize utility or satisfaction while spending always scarce resources of time, energy and money -Rarely the master of motivation -Utility maximization is just a part of the multidimensional person
What are the three types of decision making process?
-Extensive decision making -Limited decision making -Routine response behavior
What are important things to note about habit in context to consumer behavior?
-a powerful behavioral force -fear of the unfamiliar -avoidance of additional effort
What is extensive decision making in context to the decision making process?
-buyer is unfamiliar with product class -high involvement purchase -significant marketing opportunity
What factors make up the characteristics affecting consumer behavior?
-cultural -social -personal -psychological -buyer culture
What is limited decision making in context to the decision making process?
-familiar with product class but not familiar with all the brands and all the features -moderate involvement purchase
What are some important things to note about motivation in context to psychological marketing?
-hard to pin down --people often don't know why they are being motivated --might lie about source -tension > drive > satisfaction -Motivation Theories --Herzberg's --Freud's --A.H. Maslow's (need hierarchy)
What is routine decision making in context to the decision making process?
-something purchased frequently and at low cost -low involvement purchase
What is the consumer decision making process?
1. need recognition 2. information search 3. evaluation of alternatives 4. purchase 5. post purchase behavior
What is subculture in context to consumer behavior?
A group of people with shared value systems based on common life experiences and situations (a homogeneous group of people who share elements of the overall culture as well as unique elements of their own group)
An emotionalized predisposition to respond, positively or negatively, to an object or class of objects best describes best describes?
Attitude
What is learning in context to consumer behavior?
Changes in an individual's behavior arising from experience
You confirmed reservations at a very important social event on the last Saturday of the month. Most of the people you attended high school with will be at the event. You have saved $300 for a new outfit. On the Friday before the event you spend the afternoon shopping and end up purchasing an outfit costing well over $600. Which of the following best explains your action?
Conflict Rationalization
Considering the Types of Decision-Making Processes, which type enjoys the highest level of marketing opportunity?
Extensive decision making
The Motivation Theory best described as a two factor theory of the Role of needs consisting of Dissatisfiers/Satisfiers is?
Herzberg's Theory of Motivation
Eager for respect and status, must keep up appearances and SAVE, most conforming group, clerical workers and small business owners, strive to be neat and clean best describes which U. S. Social class?
Middle
What is social class in context to consumer behavior?
Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors (a group of people in society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms)
What is A.H Maslow's theory of motivation?
Self Actualization (self development) Esteem (recognition/status) Social (sense of belonging) Safety (security/protection) Physiological (hunger/thirst)
What is culture in context to consumer behavior?
The set of basic values, perceptions, wants, and behavior learned by a member of society from family and other important institutions (The set of values, norms, attitude, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next)*
What is attitude in context to consumer behavior?
an emotional predisposition to respond positively or negatively to an object or class of objects
What is behavior in context to consumer behavior?
an organized pattern of knowledge than an individual holds as true about his or her world
What is abandoning behavior in context to post purchase behavior?
buyers feeling that something has gone the wrong direction in their purchase
What is affirming behavior in context to post purchase behavior?
confirms that it is a good purchase
What is selective retetion?
tend to remember information that supports our beliefs and attitudes and beliefs and attitudes
What is selective exposure?
the process whereby a consumer notices certain stimuli and ignores others
What is selective distortion?
the tendency for people to interpret information in a way that will support what they already believe
What is Herzberg's theory of motivation?
there are satisfiers and dissatisfiers and you will maximize the satisfiers and minimize the dissatisfiers
What is Freud's theory of motivation?
three levels within the mind -the id (strong drives and urges) -ego (planning to obtain satisfaction) -super ego (seeking socially approved satisfaction)
