Consumer behavior Final Exam

• A basic biological motive.
• Goal of marketing is to create awareness that needs exist

Study of personality, values, opinions, attitudes, interests, and lifestyles. We segment customers into these psychographics

• Micro - Inidividual focus
• Macro - Social focus

Process by which sensations are selected, organized, and interpreted

Immediate response of our sensory receptors (eyes ears, nose, mouth, and finger) to basic stimuli (light, color, sound, odor, and texture)

"Touch" senses effect product experience and judgement, first sense we learn before vision and smell

Degree to which consumers continue to notice a stimulus over time. Occurs when people no longer pay attention to a stimulus because it becomes so familiar

Assume that learning takes place as the result of responses to external events

Dog and bell. Unconditioned stimulus (food) that naturally elicits a response (salivations) is paired with one (bell) that does not naturally elicit same response. In the end, the second (now conditioned) stimulus elicits the first response without the pairing

Operant conditioning. Individuals learn behaviors that product a positive outcome and avoid those that yield a negative response

• -Positive reinforcement occurs if a reward follows a response so we do the same response
• -Negative reinforcement occurs when people learn to have a response that avoids punishment

Lower focuses more on basic needs and higher focuses on self-fulfillment and self-actualization

Desired end states, comfortable life

Mediates between the Id and the Superego

Our conscience, internalizes society's rules

• Universally recognized idea or behavior
• -Ie, wise old man

• Three components to an attitude
• -Affect: The way we feel about an object
• -Behavior: Person's intentions to do something with regard to an object
• -Cognition: Beliefs a consumer has about an object

Low involvement products vs extended problem solving for high risk products

• 1) Problem Recognition - noticeable difference between current state and ideal state
• 2) Information Search - gather info about product to make a decision
• 3) Evaluation of Alternatives
• 4) Product Choice

• -A product is evaluated based on its overall character
• -Strength on an important attribute can compensate for a weakness on an attribute of lesser importance

A product rated low on one attribute cannot compensate for that weakness with another strong attribute

Brand with the best attribute is selected