o n s u m e r D e c i s i o n M a k i n g
K E Y T E R M ! K E Y C O N C E P T S
L01 consumer behaviorprocesses a consumeruses to make purchase
decisions, as well as to use and disposeof purchased goods or services;also includes factors that influencepurchase decisions and product use
L0 2 consumer decisionmaking process a five-step process used by con
sumers when buying goods or servicesneed recognition result of animbalance between actual anddesired stateswant recognition of an unfulfilledneed and a product that will satisfy itstimulus any unit of input affectingone or more of the five senses: sight,smell, taste, touch, hearinginternal information search theprocess of recalling past informationstored in the memoryexternal information search theprocess of seeking information in theoutside environmentnonmarketing-controlledinformation source a productinformation source that is not associatedwith advertising or promotionmarketing-controlledinformation source a productinformation source that originates withmarketers promoting the productevoked set (consideration set)a group of brands, resulting from aninformation search, from which abuyer can choose
L0 3 cognitive dissonanceinner tension that aconsumer experiences after
recognizing an inconsistency betweenbehavior and values or opinions
L0 4 involvement theamount of time andeffort a buyer invests in
the search, evaluation, and decisionprocesses of consumer behavior
Explain why marketing managers should understand consumerbehavior. An understanding of consumer behavior reduces marketingmanagers' uncertainty when they are defining a target market and designing a
marketing mix.
Analyze the components of the consumer decision-making process.The consumer decision-making process begins with need recognition, whenstimuli trigger awareness of an unfulfilled want. If additional information is required
to make a purchase decision, the consumer may engage in an internal or external informationsearch. The consumer then evaluates the additional information and establishes purchaseguidelines. Finally, a purchase decision is made.
Explain the consumer's postpurchase evaluation process. Consumerpostpurchase evaluation is influenced by prepurchase expectations, theprepurchase information search, and the consumer's general level of self-
confidence. When a purchase creates cognitive dissonance, consumers tend to react byseeking positive reinforcement for the purchase decision, avoiding negative informationabout the purchase decision, or revoking the purchase decision by returning the product.
Identify the types of consumer buying decisions and discuss thesignificance of consumer involvement. Consumer decision making falls intothree broad categories: routine response behavior, limited decision making, and
extensive decision making. High-involvement decisions usually include an extensive informationsearch and a thorough evaluation of alternatives. In contrast, low-involvement decisions arecharacterized by brand loyalty and a lack of personal identification with the product. The mainfactors affecting the level of consumer involvement are previous experience, interest, perceivedrisk of negative consequences (financial, social, and psychological), situation, and social visibility.
Identify and understand the cultural factors that affect consumerbuying decisions. Cultural influences on consumer buying decisions includeculture and values, subculture, and social class. Culture is the essential character
of a society that distinguishes it from other cultural groups. The underlying elements of everyculture are the values, language, myths, customs, rituals, laws, and the artifacts, or products,that are transmitted from one generation to the next. The most defining element of aculture is its values. A culture can be divided into subcultures on the basis of demographiccharacteristics, geographic regions, national and ethnic background, political beliefs, andreligious beliefs.
Identify and understand the social factors that affect consumerbuying decisions. Social factors include such external influences as reference
groups, opinion leaders, and family. Consumers seek out others' opinions for guidance onnew products or services and products with image-related attributes or because attributeinformation is lacking or uninformative. Consumers may use products or brands to identifywith or become a member of a reference group, or to follow an opinion leader. Familymembers also influence purchase decisions; children tend to shop in similar patterns astheir parents.
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