Module 3: Consumer Behaviour Flashcards Preview

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Flashcards in Module 3: Consumer Behaviour Deck (64)
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1

action a person takes in purchasing and using products

consumer behaviour

2

understanding why and how customers buy and consume products

consumer behaviour

3

consumer behaviour is understanding the _____ and ________

purchasing decision process
post-purchase behaviour

4

5 stages of the purchase decision process

1. problem recognition
2. info search
3. evaluation of alternatives
4. purchase decision
4. post-purchase behaviour

5

perception of an unmet need or problem to be solved

problem recognition

6

may include an internal/external search for info

info search

7

uses a consumer's evaluative crieteria

evaluate alternatives

8

choice of product, where and when to buy

purchase decision

9

level of satisfaction comparison to expectations

post-purchase behaviour

10

marketing can activate consumer decision process by showing the ______ of competing/currently owned products

shortcomings

11

scanning memory for previous experiences with product/brand

internal search

12

sufficient for frequently purchased products

internal search

13

when past experience is insufficient, risk is high, and cost of gathering info is low

external search

14

3 primary sources of external info are:

- personal sources
- public sources
- marketer-dominated sources

15

the group of brands a consumer has become aware of through internal and external search process

evoked set

16

feeling of post-purchase anxiety

cognitive dissonance

17

occurs even if consumer is somewhat satisfied from their purchase

cognitive dissonance

18

expensive and have serious personal consequences

high-involvement purchases

19

in high-involvement purchases the _______ is more extensive

evaluation process

20

inexpensive and does not reflect on the consumer's image

low involvement purchases

21

use of cognitive shortcuts like price, habit, brand familiarity to help make choice

low involvement purchases

22

3 problem-solving variations in consumer decision process

1. routine problem solving
2. limited problem solving
3. extended problem solving

23

virtually a habit, little effort for seeking external info, used for low-priced, frequently purchased products

routine problem solving

24

use of moderate info seeking efforts, used when buyers have little time or effort

limited problem solving

25

each stage is used, considerable time and effort for searching external info and alternatives, used in high-involvement purchase situations

extended problem solving

26

5 situational influences that impact purchase decision process

1. purchase task/reason
2. social surroundings
3. physical surroundings
4. temporal effects
5. antecedent states

27

helps marketers understand why and how consumers behave as they do

psychological influences on consumer behaviour

28

psychological influences on consumer behaviour include: (6)

motivation
personality
perception
learning values
beliefs
attitudes

29

energizing force that stimulates behaviour to stratify a need

motivation

30

often reveled in a person's self-concept

personality