What is perception? - a three-stage process that translates raw stimuli into meaning. The
process by which sensations are selected, organized and interpreted
Problem a perceived discrepancy between the current state of affairs and a d
Chapter 8 and 9
Decision Making II
After evaluating relevant options, choose among them
Prior experience with (similar) product
Present information at time of purchase
Beliefs about brands (from advertising)
Decision rules can be simple or complicated
Attitude: a lasting, general evaluation of people, objects, advertisements, or issues
Attitudes tend to predictive of behavior and to endure over time.
Attitude object (AO): anything toward which one has an attitude
Three components of
SOME TERMS TO KNOW
4Ps of Marketing :
Potentially valuable bundle of benefits.
A promise to the consumer of established expectations of a
SOME TERMS TO KNOW:
Consumer Behavior Midterm Study Guide Ch. 18
1. Explain the terms consumption and consumer behavior
a. Consumption: process by which goods, services or ideas are used and
transformed into value.
b. Consumer behavior: a body or knowledge, or a set of value
A group of individuals
who has significant
relevance for a
consumer and who
i pacts the co su ers
Refers to the ways in
Totality of thoughts, emotions,
intentions, and behaviors that a
person exhibits consistently as he
or she adapts to his or her
Unique to an individual
Can be conceptualized as a combination
of specific trai
CB Study Guide for Final Exam
Test is comprehensive but mostly from Chapters 9-16
Why is value important to shoppers?
Value is what consumers ultimately pursue, because valuable actions address motivations that
manifest themselves in needs and desires. V
I would like you to identify a social issue/social behavior that matters to you. Your task is
to apply the material covered to date to describe key factors (constructs) that influence a
persons decision to choos
Consumer Behavior MKTG 4204
Consumer Behavior, 10th ed.
Schiffman, L. and Kanuk, L.
Pre- requisite(s): MKTG 3104
Throughout the semester I may assign articles to su
Autonomic measures - Automatically
record visceral reactions or neurological
Self-report measures - Less obtrusive
than biological measures because they
dont involve physical contraptions like
MRI machines or lie detecto
Learning - A change in behavior
resulting from the interaction between
a person and a stimulus
Perception - A consumers awareness
and interpretation of reality
ELEMENTS OF CONSUMER PERCEPTION
Chapter 8 and 9
Consumer decision making
a central part of consumer behavior,
various ways we evaluate and choose products.
Decision-Making standards: Rational vs. Emotional
Rational decision criteria
decisions well thought out; alternativ
Study guide for consumer behavior test 1
Perception a 3 stage process that translates raw stimuli into meaning
1. Process by which sensations are selected, organized and interpreted.
2. Problem a perceived discrepancy between the current state o
- Characteristics of personality
- Sigmund freuds idea
o Unconscious motives
- Neo-freudian theories
o Carl jung: archetypes
- Trait theory (personality traits)
- Psychographic segmentation
o Geodemography (PRISM)
Buying, Having, Being
What is Consumer Behavior? - the study of the processes involved when
individuals or groups select, purchase, use, or dispose of products, services, ideas,
or experiences to satisfy needs and desires.
Consumer Behavior is a
Learning and Memory II
Knowledge content: the information consumers have already learned and stored in
Knowledge structure: how consumers organize information
Two aspects of consumer understanding
Categorization: The process of
Learning and Memory
What is learning?
Learning is a relatively permanent change in behavior caused by experience.
The experience can be direct or it can be observed.
Learning is an ongoing process.
Incidental learning: unintentional acquisition
Motivation and Global Values
Motivation refers to the processes that lead people to behave as they do
Motivational strength: degree of willingness to expend energy to reach a goal
Progression from need to behavior
Wants and Needs
Need: A basic b
the beliefs a person holds about his/her own attributes, and how he/she
evaluates these qualities
Self-esteem: the positivity of a persons self-concept
Low self-esteem: do not think they will perform well and will try to
Personality and Psychographics
Personality: a persons unique psychological makeup and how it consistently
influences the way a person responds to her environment (as well as marketing stimuli).
The Nature of Personality:
Personality reflects ind
Chapter 7- Attitude II
Source, Message and Strategy
The source of a message have a big impact on the likelihood that receivers will accept
Credibility and attractiveness are two important source characteristics.
Source credibility: belie
Chapter 1: Consumer Behavior
Consumer behavior is the totality of activities with respect to the acquisition, usage, and
disposition of products by human decision-making units (over time)
Marketing is the activity, set of institutions, and processes for c