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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.
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
G e n de r
Social class 6/12 9/6/13 Badm 320 Exam 1 flashcar ds | Quizlet 2.
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.
6. Motive Need or want that is strong enough to cause
person to seek satisfaction....
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- Winter '08