Consumer Behavior Vocabulary
Emotional
a feeling experienced by a customer through association with a product, such as social approval, recognition, power, or prestige
Dissonance-Reducing Buying Behavior
behavior in situations characterized by high involvement, but little distinction between brands
Variety-Seeking Buying Behavior
behavior in situations characterized by low consumer involvement but with perceived brand differences
Habitual Buying Behavior
behavior in situations characterized by low involvement and few distinct differences between brands
Personal
Age and life cycle stage, occupation, economic situation, lifestyle, personality & self-concept
Consumer Market
All the individuals and households that buy or acquire goods and services for personal consumption
Early Mainstream or Early Majority
are deliberate, although they rarely are leaders, they adopt new ideas before the average person
Early Adopters
are guided by respect, they are opinion leaders in their communities and adopt new ideas early but carefully
Cross Cultural Marketing
the practice of including ethnic themes and cross-cultural perspectives within their mainstream of marketing.
Late Mainstream or Late Majority
are skeptical, they adopt an innovation only after a majority of people have tried it
Lagging Adopters or Laggards
are tradition bound, they are suspicious of changes and adopt the innovation only when it has become something of a tradition itself.
Patronage
based on loyalty; encourage consumers to purchase from a particular business or to buy a particular brand
Brand Personality
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Innovators
Are venturesome , they try new ideas at some risk
Cultural
Culture, subculture, & social class
Psychological
Motivation, perception, learning, beliefs & attitudes
Consumer Decision Making Process
Need recognition, info search, evaluation of alternatives, purchase decision, post-purchase behavior
Social
Reference groups, family, roles & status
Consumer Buying Behavior
The buying behavior of final consumer- individuals and households that buy goods and services for personal consumption
Rational
a conscious, logical reason for a purchase, such as dependability or time savings
Awareness
The consumer becomes aware of the new product, but lacks info about it.
Evaluation
The consumer considers whether trying the new product makes sense
Adoption
The consumer decides to make full and regular use of the new product
Interest
The consumer seeks info about the new product
Trial
The consumer tries the new product on a small scale to improve his or her estimate of its value
Complex Buying Behavior
consumer behavior in a purchasing situation is characterized by high involvement and significant perceived differences
Cognitive Dissonance/Post Purchase Dissonance
psychological conflict resulting from opposite, conflicting beliefs and attitudes