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set of value seeking activities that take place as people go about addressing and realizing needs |
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need want exchange cost/benefit reaction value |
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process by which goods, services and ideas are used and transformed into value |
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disciplines of consumer behavior |
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Economics Psychology Marketing Consumer Behavior Anthropology Social Psychology |
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seeks to explain the inner meaning and motivations associated with specific consumption experiences |
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qualitative research tools |
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include case analyses, clinical interviews, focus group interviews, and other tools in which data is gathered in a relatively unstructured way. in any format, the researcher must interpret the meaning of the data, therefor, the data is considered researcher dependant |
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interpretive research orientations |
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phenomenology- study of consumption as a lived experience ethnography- rooted in anthropology, involves analyzing the artifacts associated with consumption |
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approach that adresses questions about consumer behavior using numerical measurements and analysis tools |
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Internal influences (consumer psychology) |
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learning perception implicit memory info processing memory categorization attitudes |
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internal influences (personality of consumer) |
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motivation personal values personality lifestyles emotional experiences |
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external influences (social influences) |
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acculturation/enculturation culture and cultural values reference groups social class family influences |
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external influences (situational) |
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atmospherics time/timing consitions |
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the thinking or mental processes that go on as we process and store things that can become knowledge |
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refers to the feeling experienced during consumption activities or associated with specific objects |
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what you get + what you give quality time convenience money emotions effort prestige opportunity experience emotions nostalgia image |
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a personal assessment of net worth obtained from an activity |
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value derived from a product that helps the consumer with some task |
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value derived from the immediate gratification that comes from some activity |
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separation of a market into groups based on different demand curves associated with each group |
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npv(sales-costs) + npv(equity) |
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a change in behavior resulting from the interaction between a person and a stimulus can be intentional or unintentional |
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a consumer's awareness and interpretation of reality first step in learning process |
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exposure attention comprehension |
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sensing organization reaction |
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assimilation accommodation contrast |
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state that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category |
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state that results when a stimulus shares some but not all of the characteristics that would lead it to fit nearly in an existing category and consumers must process exceptions to rules about the category |
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state that results when a stimulus does not share enough in common with existing categories to allow categorization |
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types of selective perception |
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selective exposure selective attention selective distortion |
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process of screening out certain stimuli and purposely exposing oneself to other stimuli |
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process of paying attention to only certain stimuli |
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process by which consumers interpret info in ways that are biased by their previously held beliefs |
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just noticeable difference JND |
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represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same |
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the ability to detect differences between two levels of a stimulis is affected bu the original intensity of the stimulus |
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JND marketing implications |
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price quality quantity add-on purchases |
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just meaningful difference JMD |
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represents the smallest amount of change in a stimulus that would influence consumer consumption and choice |
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consumers will prefer an object to which they hace been exposed. once exposed to an object, a consumer exhibits a preference for the familiar over something unfamiliar |
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a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction (pavlov) |
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instrumental conditioning |
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behavior is conditioned through reinforcement |
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behaviorism approach to learning |
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theory of learning that focuses on changes in behavior due to association without great concern for the cognitive mechanics of the learning process |
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cognitive (info processing) approach to learning |
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perspective that focuses on changes in thought and knowledge how these precipitate behavioral changes |
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father of classical conditioning freud's nephew cigarets and women |
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physical characteristics of the message |
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intensity color font numbers spacing |
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likeability attractiveness trustworthiness expertise |
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message receiver characteristics |
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intelligence/ability proir knowledge involvement familiarity/habituation expectations physical limits brain dominance |
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environmental characteristics of a message |
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information intensity framing timing |
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multiple store theory of memory |
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views the memory process as utalizing three different storage areas within the human brain sensory bench long term |
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unlimited capacity very limited duration iconic memory echoic storage |
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workbench (short-term) memory |
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limited capacity limited duration coding takes place here |
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unlimited capacity unlimited duration semantic meaning semantic/associative network |
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a network of mental pathways linking knowledge within memory |
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a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity |
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a concept within a schema that is the single best representation of some category |
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characteristics more associated with a concept |
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two groups of behavior associated with motivation |
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homeostasis self-improvement |
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the body naturally reacts in a way so as to maintain a constant, normal, blood stream |
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changing one's current state to a level that is more ideal |
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self actualization- learning a foreign language for fun esteem- describing one's life on myspace.com belongingness and love- home and family safety and security- gated apartment physiological needs- dumpster dining
utilitarian to hedonic from bottom up |
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represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act |
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types of consumer involvement |
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product shopping situational enduring emotional |
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personal relevance of a particular product category |
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personal relevance of shopping activities |
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temporary interest in some imminent purchase situation |
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ongoing interest in some product or opportunity |
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type of deep personal interest that evokes strongly felt feelings simply from the thoughts or behavior associated with some object or activity |
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a transient and general affective state |
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mood congruent judgements |
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the value of a target is influenced in a consistant way by one's mood |
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represents the feelings a consumer has about a particular product or activity |
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elements of emotional intelligence |
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self-control emotional empathy upbeat productive |
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positive feeling associated with a product that reminds one of his or her past emotions or experiences |
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awareness of the emotions experienced in a situation and the ability to control reactions to these emotions |
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workers have to overtly manage their own emotional displays as part of the requirements of the job |
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represents the extent to which an emotional display by one person influences the emotional state of a bystander |
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Id- pleasure principle superego- consumer conscience Ego- reality principle |
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refers to the way consumer lifestyles are measured AIO statements -activities -interests -opinions |
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combines info on traits, goals, and consumer lifestories to gain a better understanding of personality |
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brand personality dimensions |
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competence excitement ruggedness sincerity sophistication |
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personality and brand relationships |
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love and passion self-connection commitment interdependance intimacy brand partner quality |
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multiple trait perspective that proposes that the human personality consists of 5 traits: agreeableness extroversion openness to experience (creativity) conscientiousness and neuroticism (stability) |
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potential ratings index by ZIP market based on premise that people with simular backgrounds and means tend to live close to one another and emulate each other's behaviors and lifestyles 66 segments |
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refers to the totality of thoughts and feelings that an individual has about him or her self |
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actual self ideal self possible self social self extended self ideal social self |
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proposes that much of consumer behavior can be explained by the congruence between a consumer's self-concept and the image of typical users of a focal product |
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application of self congruency theory |
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used to segment markets into groups of customers who link high self-concept congruence with their product image |
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value conciousness materialism innovativeness competitiveness trait superstition need for cognition |
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