Consumer Buying Behavior

· Understand the five primary steps in the consumer decision process (problem recognition, information search, etc…)—study this concept extensively. Note: The “Black Box” IS NOT one of the five steps.

Problem recognition

Information search

Evaluation of alternatives

Purchase

Post purchase evaluation

· The two types of information search (internal, external)—external has subtypes

Internal search - information search in which buyers search their memories for information about products that might solve their problem.

External search – information search in which buyers seek information from outside sources.

· What is cognitive dissonance and how can marketers minimize its impact

Cognitive dissonance – a buyer’s doubts shortly after a purchase about whether the decision was the right one. Marketers sometimes attempt to reduce cognitive dissonance by having salespeople contact recent purchasers to make sure that they are satisfied with their new purchases.

· The types of consumer behavior (routinized response behavior, etc.)

· Psychological influences on the buying decision process (perception, motives, etc.)

Perception –the process of selecting, organizing, and interpreting information inputs to produce meaning.

Motives – an internal energizing force that directs a person’s behavior toward satisfying needs or achieving goals.

Learning refers to changes in person’s thought processes and behavior caused by info and experience.

Attitudes -an individual’s enduring evaluation of feelings about and behavioral tendencies toward and object or idea.

Personality – a set of traits and distinct behavioral tendencies that result in consistent patterns of behavior.

Self-concept – perception or view of oneself.

Lifestyle – an individuals’ pattern of living expressed thought activities, interests, and opinions.

· Understand the differences among the three perceptual processes (selective exposure a.k.a. selection attention, selective distortion, and selective retention

Selective exposure – the process of selecting inputs to be expressed to out awareness while ignoring others.

Selective distortion – an individuals’ changing or twisting of information when its inconsistent with personal feeling or beliefs.

Selective retention – remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not.

· What is a motive and what are differences between Maslow’s and Freud’s theories on motivation

Motive – an internal energizing force that directs a person’s behavior toward satfoying needs or achieving goals.

Freud – ego/superego/id

· What is learning and how can marketers help consumers learn about their product(s)

Learning—changes in an individual’s thought processes and behavior caused by information and experience; unfreeze attitudes and behaviors…refreeze

Sources of Learning

behavioral consequences

information processing

experience

· Be able to describe the three components of attitudes (cognitive, affective, conative)

Cognitive component is the person’s knowledge and information about object or idea.

The affective component consists of feelings and emotions toward the object or idea.

The behavioral component manifests itself in the person’s actions regarding the object or idea.

· Understand how personality influences our purchases as consumers

Personality —set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations

· What is a lifestyle and what are the three components of lifestyle (activities, etc.)

Lifestyles —individual’s pattern of living expressed through activities interests and opinions

Activities

Interests

Opinions

· Social influences on the buying decision process (family, culture, etc.)

The forces other people exert on one’s buying behavior.

Дата добавления: 2015-11-16