Lernkarten

Dominique Meier
Karten 15 Karten
Lernende 3 Lernende
Sprache English
Stufe Andere
Erstellt / Aktualisiert 14.01.2014 / 29.08.2017
Lizenzierung Keine Angabe
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0 Exakte Antworten 15 Text Antworten 0 Multiple Choice Antworten
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wheel of consumer behaviour - the 5 parts

  • consumers in the marketplace
  • consumers as individuals
  • consumers as decision makers
  • consumers and subcultures
  • consumers and culture
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sensation

immediate respnse of the sensory receptors (eyes, nose) to stimuli (light, colour)

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perception

process by whichpeople select, organize, interpret these sensations

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other motivational approaches (4)

  • need for achieveness
  • need for affiliation
  • need for power
  • need for uniqueness
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Maslov pyramide

self-actualisation

ego needs

belongingness

safty

physiological

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flow state

  • sense of playfulness
  • feeling of being in control
  • concentration and highly focused attention
  • mental enjoyment of activit for itw own sake
  • distorted sense of time
  • truly involved with product
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process of decision making

  1. problem recognition
  2. information search
  3. evaluation of alternatives
  4. product choice
  5. outcomes
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perceived risks (5)

  • monetary risk
  • functional risk
  • physical risk
  • social risk
  • psychological risk
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informational influence

(form of reference group influence)

  • an association of professionals or independent group experts
  • those who work with the product as profession
  • those friends, neighbours, relatives, or work associates who have reliable information about the brand
  • observing a seal of approval of an independent testing agency
  • observation of what experts do
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utilitarian influence

(form of reference group influence)

  • their preferences
  • preferences of people with whom he or she has social interaction
  • preferences of family members
  • desire to satisfy the expectations that others have of him or her
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value-expressive influence

(form of reference group influence)

  • will enhance the image others have of him or her
  • possess the characteristics that he or she would like to have
  • is nice to be like the type of person that advertisements show using a particular brand
  • are admired or respected b others
  • help to show others what he or she is or would like to be
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factors that show which people are part of membership reference group

  • propinquity
  • mere exposure
  • group cohesiveness
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factors that affect likelihood of conformity (5)

  • cultural pressure
  • fear of deviance (Abweichung)
  • commitment
  • group unanimity, size and expertise
  • susceptibility to interpersonal influece (Empfänglichkeit)
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acculturation outcomes

  • assimiliation
  • maintenance
  • resistance
  • segregation
  • environmental factors
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prerequisities for sucessful adoption of innovation

(5 Voraussetzungen)

  • compatibility (Vereinbarkeit)
  • trialability (Erprobbarkeit)
  • complexity
  • observability
  • relative advantage