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Ch 5 - attitude The acquired mental position-positive or...

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attitude The acquired mental position—positive or negative— regarding some idea or object. brand interest An individual's openness or curiosity about a brand. brand loyalty Consumer's conscious or unconscious decision—expressed thru intention/behavior—to repurchase a brand continually. Occurs b/c consumer perceives brand has right product features, image, quality or relationship at right price business markets Organizations that buy natural resources, component products, and services that they resell, use to conduct their business, or use to manufacture another product. centers of influence Customers, prospective customers or opinion leaders whose opinions & actions are respected by others central route to persuasion One of two ways researchers Petty, Cacioppo, and Schumann theorize that marketers can persuade consumers. When consumers have a high level of involvement with the product or the message, they are motivated to pay attention to the central, product-related information in an ad, such as product attributes and benefits, or demonstrations of positive functional or psychological consequences; see elaboration likelihood model. cognition The mental processes involved in perception, thinking, recognition, memory, and decision making. cognitive theory An approach that views learning as a mental process of memory, thinking, and the rational application of knowledge to practical problem solving. conditioning theory The theory that learning is a trialand- error process. Also called stimulus-response theory. consumer behavior The activities, actions, and influences of people who purchase and use goods and services to satisfy their personal or household needs and wants. consumer decision process The series of steps a consumer goes through in deciding to make a purchase. consumers, consumer market People who buy products and services for their own, or someone else's, personal use. culture A homogeneous group's whole set of beliefs, attitudes, and ways of doing things, typically handed down from generation to generation. current customers People who have already bought something from a business and who may buy it regularly.
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