Download Consumer Behavior: Terms and Definitions and more Quizzes Marketing in PDF only on Docsity! TERM 1 Consumer Behavior DEFINITION 1 The action and decision processes of individuals and organizations involved in discovery, evaluation, acquiring, consuming, and disposing of products and services TERM 2 Psychological Factors of Consumer Behavior DEFINITION 2 Motivation Perception Learning Attitudes Info. Processing TERM 3 Social Factors of Consumer Behavior DEFINITION 3 Culture Subculture Social Class Reference Groups Family TERM 4 Contiguity Learning (Classical Conditioning) DEFINITION 4 people can learn to respond to one stimulus in the same way as another if both are presented together Ex: Meat paste, tuning fork, dog salivating TERM 5 Selective Attention DEFINITION 5 Listen to info. that supports current views Ex: Democrats listen to democrats TERM 6 Selective Comprehension DEFINITION 6 Interpret messages with biases Keep ads simple and avoid controversy TERM 7 Selective Retention DEFINITION 7 Remember some messages and forget others Replace idea of Samsung being priciest tablet after comparing and realizing others are more expensive Smoking experiment and fear appeal TERM 8 Cognitive Learning DEFINITION 8 Emphasizes perception, reason, and problem solving Used in high-involvement purchases TERM 9 Operant Conditioning DEFINITION 9 Uses reinforcement or punishment to shape behavior Product satisfies need or want Knowledge Results Frequent-customer card promotion TERM 10 Encoding DEFINITION 10 Process of converting info. into knowledge TERM 21 What comes first... Attitude or Behavior? DEFINITION 21 High Involvement=Attitude Low Involvement=Behavior TERM 22 Quality Function Deployment (QFD) DEFINITION 22 Process that builds customers wants and needs into the final product offering Concerned with making the product faster, better, and cheaper TERM 23 Speed of Recovery DEFINITION 23 Immediate resolution will result in 9 out of 10 customers being satisfied or loyal Avg. person will tell about 5 people about a resolved problem TERM 24 Why customers leave DEFINITION 24 65% don't like the way they were treated 15% dissatisfied with particular product or service 10% prefer alternative 10% unrelated reasons TERM 25 VALS DEFINITION 25 System that divides consumers into groups that think and act differently Ideal-motivated: Follow beliefs Self-expression-motivated: Variety, action, risk taking Achievement-motivated: Influenced by others TERM 26 Target Market Segments DEFINITION 26 Size and growth Competitiveness Cost and efficiency Leadership qualities Compatibility TERM 27 Bases for positioning DEFINITION 27 Attributes Price/quality Time of use or application Spokesperson Direct comparison Product class or category Country of origin
