CB Final Chapters 4&5
Sales interactions
A typical antecedent state that a consumer might experience as he or she approaches the purchase environment
Legitimate power
An example is if a fireman told you to leave your apartment you would because they have legitimate power
choice and satisfaction
The expectancy disconfirmation theory holds that expectations influence...
Bottom of the pyramid
The largest but poorest socioeconomic group of people in the world.
credibility and attractiveness
The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.
Consumer satisfaction
This is a post purchase decision
Source attractiveness
This refers to the perceived social value of a message source
Theory of cognitive dissonance
This theory states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors
POP Stimuli
A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________.
Membership
A group composed of people that the consumer actually knows is called a(n) ________ reference group.
Heuristic
A mental or problem-solving shortcut to make a decision
Opinion leaders
Are frequently able to influence others attitudes on behavior
Social mobility
refers to the passage of individuals from one social class to another
Occupational prestige
single best indicator of social class
Framing
Decisions that are influenced by the way a problem is posed
Expert power
Derives from the knowledge that a consumer possesses about a content area
Income
The best predictor of major expenditures that do not have status or symbolic value
Habitual
Buying decisions that are made with little or no conscious effort are called...
Three reasons why consumers conform are
Cultural pressures, fear of deviance, and commitment
Affective decisions
Decisions driven by our emotional responses to a product
Impulse buying
Having a sudden urge to buy something new
Social experiences, interpersonal attraction, and the thrill of the hunt are all
Hedonic shopping values
Parody display
If the super rich bought "shredded Levi's jeans" to wear to formal parties, they would be exhibiting a sophisticated form of conspicuous consumption known as ________.
social capital
If you were able to get your boys into the bar by pulling strings you would gain social capital this is basically just clout
Point of purchase factors are important because...
In the example of buying gas, it is the only product that is marked down to a fraction of a cent, it is also a low involvement activity
This factor does not affect the savings rate
Income inequality
Attitude
Is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues
Surrogate Consumer
Is a marketing intermediary retained by a consumer to guide what that consumer buys
A person with referent power...
Is copied and admired because of their specific behaviors
Brand loyalty
When a consumer keeps buying from the same brand over and over
Cognitive decision making
When a customer buying an unfamiliar product that carries a fair degree of risk
Principle of aspirational reference groups
When companies use celebrities in their ads
The difference between a consumer with inertia and one who is brand loyal is
Whether the customers experience high or low involvement toward the product
The balance theory
considers how people perceive relations among different attitude objects, and how they alter their attitudes so that these remain consistent
Consumer confidence
measures how optimistic consumers are about the overall state of the economy and their own personal finances
Discretionary income
money income left after necessities have been bought and paid for - required for for a comfortable standard of living