Consumer behavior Final Exam

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  1. Need
    • A basic biological motive.
    • Goal of marketing is to create awareness that needs exist
  2. Psychograpics
    Study of personality, values, opinions, attitudes, interests, and lifestyles. We segment customers into these psychographics
  3. Micro vs. Macro Consumer Behavior
    • Micro - Inidividual focus
    • Macro - Social focus
  4. Perception
    Process by which sensations are selected, organized, and interpreted
  5. Sensation
    Immediate response of our sensory receptors (eyes ears, nose, mouth, and finger) to basic stimuli (light, color, sound, odor, and texture)
  6. Haptic Orientation
    "Touch" senses effect product experience and judgement, first sense we learn before vision and smell
  7. Adaptation
    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
  8. Behavioral Learning
    Assume that learning takes place as the result of responses to external events
  9. Classical Conditioning
    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
  10. Instrumental Conditioning
    Operant conditioning. Individuals learn behaviors that product a positive outcome and avoid those that yield a negative response
  11. Positive vs. Negative Reinforcement
    • -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
  12. Maslow's Hierarchy
    Lower focuses more on basic needs and higher focuses on self-fulfillment and self-actualization
  13. Terminal Values
    Desired end states, comfortable life
  14. Ego
    Mediates between the Id and the Superego
  15. Superego
    Our conscience, internalizes society's rules
  16. Archetype
    • Universally recognized idea or behavior
    • -Ie, wise old man
  17. ABC Model
    • 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
  18. Routine Response vs. Extended Problem Solves
    Low involvement products vs extended problem solving for high risk products
  19. Different stages of decision making
    • 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
  20. Compensatory Decisions
    • -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
  21. Noncompensatory Decision
    A product rated low on one attribute cannot compensate for that weakness with another strong attribute
  22. Lexigraphic decision
    Brand with the best attribute is selected
Card Set
Consumer behavior Final Exam
Consumer Behavior Final Exam
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