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Consumer Behaviour

Consumer Behaviour - important terms

Consumer Behaviour - important terms

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Dominique Meier
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Dominique Meier
This flashcard set delves into the intricate world of consumer behavior, offering insights for those studying marketing. It explores key concepts like the decision-making process, perceived risks, and the influence of reference groups on consumer preferences. The flashcards also cover motivational theories, the role of perception and sensation, and the factors affecting conformity. Ideal for marketers and students, this set provides a comprehensive understanding of what drives consumer choices and how brands can leverage this knowledge.
Flashcards
15
Students
3
Language
English
Category
Marketing
Level
Other
Created / Updated
14.01.2014 / 29.08.2017
  • 1  / 15

Flashcards

wheel of consumer behaviour - the 5 parts

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

sensation

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

perception

process by whichpeople select, organize, interpret these sensations

other motivational approaches (4)

  • need for achieveness
  • need for affiliation
  • need for power
  • need for uniqueness

Maslov pyramide

self-actualisation

ego needs

belongingness

safty

physiological

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

process of decision making

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

perceived risks (5)

  • monetary risk
  • functional risk
  • physical risk
  • social risk
  • psychological risk

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

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

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

factors that show which people are part of membership reference group

  • propinquity
  • mere exposure
  • group cohesiveness

factors that affect likelihood of conformity (5)

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

acculturation outcomes

  • assimiliation
  • maintenance
  • resistance
  • segregation
  • environmental factors

prerequisities for sucessful adoption of innovation

(5 Voraussetzungen)

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

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