Badm 320 Exam 1 flashcards _ Quizlet

Low involvement process advertisement less thoroughly

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Unformatted text preview: tial. Involvement Paradox The less important the product, the more important the marketing stimuli. Reference Group O n e o r m o r e pe r s o n s w h o m a n i n di v i du a l u s e s a s a b a s i s fo r c o m p a r i s o n r e g a r d i n g b e l i e fs , feelings and behaviors. (Family, friends, coworkers, famous people). Affect buying decisions by offering information, Providing r e w a r d s fo r p u r c h a s e b e h a v i o r a n d e n h a n c i n g customer self image. Membership group Body that individual belongs to and regards as point of comparison (frat and sorority) Aspirational group Group that consumer would like to belong to (Football player who wants to play in NFL) Culture Shared meanings, beliefs, morals, values and customs of a group of people. Human behaviors learned from culture you are raised in. Subculture Groups with shared value systems based on common backgrounds, life experiences, characteristics and behaviors. 6 examples of subcultures 1. 2. 3. 4. 5. 6. Attitude Overall evaluation of how much you like or dislike something. Is learned and persistent over time. 3 components of attitude 1. Cognitive - Person's belief system 2. Affective - Emotions, how you feel about an i s s ue 3. Behavioral - Actions undertaken based on what you know and feel. 5 characteristics of attitudes 1. Favorability q uizlet.com/19475064/badm- 320- exam- 1- flash- car ds/ Ethnicity Race Religion Age G e n de r Social class 6/12 9/6/13 Badm 320 Exam 1 flashcar ds | Quizlet 2. 3. 4. 5. Accessibility Confidence Persistence Resistence Compensatory decision rule Consumer when evaluating alternatives trades off characteristics against each other, with good characteristics compensating for bad characteristics. (good attributes make up for higher price and causes consumer to buy) Non compensatory decision rul e Consumer chooses a product or service on the basis of just 1 characteristic regardless of the value of other attributes. What are the 6 psychological factors that effect consumer be h a v i o r ? 1. 2. 3. 4. 5. 6. Motive Need or want that is strong enough to cause person to seek satisfaction....
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