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MKTG 305
Chapter 5 - Understanding Consumer Behavior
| Term | Definition |
|---|---|
| Attitude | a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way |
| Beliefs | a consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people |
| Brand Loyalty | a favorable attitude toward and consistent purchase of a single brand over time |
| Cognitive Dissonance | the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives |
| Consideration Set | the group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware in the product class |
| Consumer Behavior | the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions |
| Consumer Socialization | the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers |
| Evaluative Criteria | factors that represent both the objective attributes of a brand and the subjective ones a consumer uses to compare different products and brands |
| Family Life Cycle | the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors |
| Involvement | the personal, social, and economic significance of the purchase to the consumer |
| Learning | those behaviors that result from repeated experience and reasoning |
| Lifestyle | a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them |
| Motivation | the energizing force that stimulates behavior to satisfy a need |
| Opinion Leaders | individuals who exert direct or indirect social influence over others |
| Perceived Risk | the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences |
| Perception | the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world |
| Personality | a person’s consistent behaviors or responses to recurring situations |
| Purchase Decision Process | the five stages a buyer passes through in making choices about which products and services to buy: problem recognition, information search, alternative evaluation, purchase decision, and postpurchase behavior |
| Reference Groups | people to whom an individual looks as a basis for self-appraisal or as a source of personal standards |
| Self-Concept | the way people see themselves and the way they believe others see them |
| Situational Influences | the five aspects of the purchase situation that impact the consumer’s purchase decision process: the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states |
| Social Class | the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped |
| Subcultures | subgroups within the larger, or national, culture with unique vales, ideas, and attitudes |
| Subliminal Perception | seeing or hearing messages without being aware of them |
| Word of Mouth | the influencing of people during conversations |
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