Consumer Behavior Ch. 1-4
Qualitative Research
means for gathering data in a relatively unstructued way, including case analysis, clinical interviews, and focus group interviews
Implicit Memory
memory for htings that a person did not try to rememnber
Explicit Memory
memory that develops when a person is exposed to, attends, and tries to remember information
Absolute Threshold
minmum strength of a stimulus that can be perceived
Orientation Reflex
natural reflex that occurs as a resonse to something threatening
Hedonic Value
vlaue derived from the immediate gratification that comes from some activity
Insturmental Conditioning
type of learing in which a behavioral response can be condtioned through reinforcement- either punishment or rewards associated with undersiable or desriable behavior
Utilitarian Value
value derived from a product that helps the consumer with some task
Value
a personal assessment of the net worth obtained from an activity
Exchange
acting out of the decision to give something up in return of greater value
Relationship Marketing
activites based on the belief that the firm's performance is enhanced through repeat business
Augmented Product
actual physical product purchased plus any services such as installation and warranties necessary to use the product and obtain its benefits
Expertise
amount of knowledge that a source is perceived to have about a subject
Product Orientation
apporach where innovation is geared primarily toward making the production process as efficient and economic as possible
Quatitative Research
approach that addresses questions about consumer behavior using numerical measurement and anaylis tools
Interpretive Data
approach that seeks to explain the inner meanings and motivations associated with specific comsumption experiences
Webster's Law
law stating that a customer's ability to detect differences between two levels of the stimulus decreases as the intensity of the initial stimulus increases
Customer Lifetime Value
approximate worth of a consumer to a company in economic terms; overall profitability of an individual consumer
Ground
background in a message
Needs
Necessary to live
Marketing Myopia
a comomon condition in which a company views itself in a product business rather than in a value, or benefits producing business. In this way it is shortsighted
Total Value Concept
business practice wherein companies operate with the understanding that products provide value in multiple ways
Learning
change in behavior resulting from some interation between a person and a stimulus
Classical Conditioning
change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes some reaction; a type of unintentionally learning
Ideal Points
combination of product characteristics that provide the most value to an individual consumer or market segment
Just Noticable Difference
condition in which one stimulus is sufficiently stronger than another so that someone can actually notice that the two are not the same
Customer Value Framework
consumer behavior theory that illustates factors that shape consumption related behaviors and ultimately determine the value associated with consumption
Sensation
consumer's immediate response to a stimulus
Signal Theory
explains ways in which communications convey meaning beyond the explicit or obvious interpretation
Congruity
extent to which a message is internally consistent and fits surounding information
Credibilty
extent to which a source is considered to be both an expert in a given area and trustworthy
Affect
feelings associated with objects or experienced during events
Differentiated Marketing
firms that serve multiple market segments each with a unique product offering
Trustworthiness
how honest and unbiased the source is perceived to be
Figure
object intended to capture a person's attention; the focal part of any message
Condition Stimulus
objector event that does not cause the desired resonse naturally but can be conditioned to do so by pairing with an unconditioned stimulus
Market Orientation
organizational culture that embodeis the importance of creating value for customers among all employees
Niche Marketing
plan wherein a firm specializes in serving one market segment with particularly unique demand characteristics
Undifferentiated Marketing
plan wherein the same basic product is offered to all customers
Benefits
positive results of consumption
Selective Distortion
process by which conusmers interpret information in ways that are biased by their previously held beliefs
Consumption
process by which goods, services, or ideas are used and transformed into value
Selective Attention
process of paying attention to only certain stimuli
Selective Exposure
process of screening out certain stimuli and purposely exposing oneself to other stimuli
Shaping
process through which a desired behavior is altered over time, in small increments
Extinction
process through which behaviors cease because of lack of reinforcement
Product Placement
products that have been placed conspicuously in movies or tv shows
Ethnography
qualitative approach to studying consumers that relies on interpretation of the lived experience associated with some aspect of consumption
Phenomenology
qualitative research approach to studying consumers that relies on interpretation of the lived experience associated with some aspect of consumption
Elasticity
reflects how sensitive a conusmer is to changes in some product characteristic
Positive Reinforcement
reinforcers that take the form of a reward
Negative Reinforcement
removal of harmful stimulus as a way of encouraging behavior
Unconditioned Response
response that occurs naturally as a result of exposure to an unconditioned stimulus
Conditioned Response
response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus
Contrast
state that results when a stimulus does not share enough in common with existing categories to allow categorization
Assimilation
state that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category
Accomodation
state that results when a stimulus shares some but not all of the characeristics that would lead to fit neatly in an existing category, and consumers must process exceptions to rules about the category
Discriminatie Stimuli
stimuli that occur soley in the presence of a reinforcer
Unconditioned Stimulus
stimulus with which a behavioral response is already associated
Customer Relationship Management
systematic management information system that collects, maintains, and reports detailed information about customers to enable a more customer oriented managerial apporach
Mere Exposure
that which leads consumers to prefer a stimulus to which they've previously been exposed
Value Co-Creation
the realization that a conusmer is necessary and must play a part in order to produce value
Comprehension
the way people cognitively assign meaning to things they encounter
Situational Influence
things unique to a time or place tha can affect consumer decision making and the value received from consumption
Cognition
thinking or mental processes that fo on as we process and store things that can become knowledge
Resource Advantage Theory
thoery that explains why companies succeed or fail; the firm goes about obtaining resources from consumers in return for the value the resources create
Support Arguments
thoughts that further support a message
Perceptual Map
tool used to depict graphically the positoning of competing products
Wants
way a consumer goes about addressing a recognized need
Consumer orientation
way of doing business in which the actions of the institution proritize consumer value and satisfaction above all other concerns
Subliminal
way that the human brain deals with very low-strength stimuli, so low that the person has no concious awareness