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Samenvatting alle begrippen H1-H6 Consumer Behavior for 'Marketing for pre-master'
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samenvatting Marketing for pre masters chapter 7 t/m chapter 14
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By: jortjanssen1 • 3 months ago
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Begrippen H1Consumer behavior The totality of consumers’ decisions with respect to the acquisition,
consumption, and disposition of goods, services, time, places, and ideas by
human decision-making units (over time).
Offering A product, service, activity, experience, or idea offered by a marketing
organization to consumers.
Acquisition The process by which a consumer comes to own or experience an offering.
Usage The process by which a consumer uses or consumes an offering.
Disposition The process by which a consumer discards an offering.
Culture The typical or expected behaviors, norms, and ideas that characterize a
group of people.
Reference groups A group of people consumers compare themselves with for information
regarding behavior, attitudes, or values.
Values, personality, and Relatively broad and stable psychographic characteristics that influence a
lifestyles range of consumer behaviors over time, but usually with a modest effect on
each specific behavior.
Symbols External signs that consumers use to express their identity.
Marketing The activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings with value for individuals, groups, and
society.
Primary data Data originating from a researcher and collected to provide information
relevant to a specific research project.
Secondary data Data collected for some other purpose that is subsequently used in a
research project.
Survey A method of collecting information from a sample of consumers,
predominantly by asking questions.
Focus group A form of interview involving 8 to 12 people; a moderator leads the group
and asks participants to discuss a product, concept, or other marketing
stimulus.
Storytelling A research method by which consumers are asked to tell stories about
product acquisition, usage, or disposition experiences. These stories help
marketers gain insights into consumer needs and identify the product
attributes that meet these needs.
Independent variable The “treatment” or the entity that researchers vary in a research project.
Market test A study in which the effectiveness of one or more elements of the
marketing mix is examined by evaluating sales of the product in an actual
market, for example, a specific city.
Conjoint analysis A research technique to determine the relative importance and appeal of
different levels of an offering’s attributes.
Ethnographic research In-depth qualitative research using observations and interviews (often over
repeated occasions) of consumers in real-world surroundings. Often used
to study the meaning that consumers ascribe to a product or consumption
phenomenon.
Data mining Searching for patterns in a company database that offer clues to customer
needs, preferences, and behaviors
Netnography Observing and analyzing the online behavior and comments of consumers.
Research foundation A nonprofit organization that sponsors research on topics relevant to the
foundation’s goals.
Trade group A professional organization made up of marketers in the same industry.
Perceptual map A graph that shows marketers how consumers view other brands in
comparison with their own.
,4 segments of consumers in terms of financial well-being
Stretched spenders Live paycheck to paycheck Feel anxious
Carefree spenders Live paycheck to paycheck Do not feel anxious
Security spenders Don’t live paycheck to paycheck Feel anxious
Cushioned savers Don’t live paycheck to paycheck Do not feel anxious
2 different types of consumption
Solid consumption (ownership-based) Having an own car
Liquid consumption Using uber
3 ways of disposing an offering
- Find a new use for it
- Get rid of it temporarily
- Get rid of it permanently
4 broad domains of factors that affect acquisition, usage and disposing
- The psychological core (internal process)
- The process of making decisions
- The consumers culture (external process)
- Consumer behavior outcomes
4 groups that use consumer research
- Marketing managers
- Ethicists and advocates
- Public policy makers and regulators
- Consumers
, Begrippen H2
Motivation An inner state of activation that provides energy needed to achieve a goal.
Motivated reasoning Processing information in a way that allows consumers to reach the
conclusion that they want to reach.
Enduring involvement Long-term interest
Situational (temporary) Temporary interest
involvement
Cognitive involvement Interest in thinking about and learning information
Affective involvement Interest in expending emotional energy and evoking deep feelings
Response involvement Interest in certain decisions and behaviors.
Personally relevant Something that has a direct bearing on the self and has potentially
significant consequences or implications for our lives.
Self-concepts Our mental view of who we are.
Values Abstract, enduring beliefs about what is right/wrong, important, or
good/bad.
Need An internal state of tension experienced when there is a discrepancy
between the current and an ideal or desired physical or psychological state.
Functional needs Need that motivates the search for offerings that solve consumption-related
problems.
Symbolic needs Need that relates to the meaning of our consumption behaviors to
ourselves and to others. That is, how we perceive ourselves, how we are
perceived by others, how we relate to others, and the esteem in which we
are held by others.
Hedonic (or Experiential) Need that relates to sensory pleasure.
needs
Approach-avoidance An inner struggle about acquiring or consuming an offering that fulfills one
conflict need but fails to fulfill another.
Approach-approach An inner struggle about which offering to acquire when each can satisfy an
conflict important but different need.
Avoidance-avoidance An inner struggle about which offering to acquire when neither can satisfy
conflict an important but different need.
Goal Outcome that we would like to achieve.
Appraisal theory A theory of emotion that proposes that emotions are based on an
individual’s assessment of a situation or an outcome and its relevance to
their goals.
Self-control Process consumers use to regulate feelings, thoughts, and behavior in line
with long-term goals, rather than to pursue short-term goals.
Ego depletion Outcome of decision-making effort that results in mental resources being
exhausted.
Perceived risk The extent to which the consumer anticipates negative consequences of an
action, for example, buying, using, or disposing of an offering, to emerge
and positive consequences to not emerge.
Ability The extent to which consumers have the required resources to make an
outcome happen.
Motivational forgetting You are a huge fan of will smith, you might to forget the incident of slapping
comedian Chris Rock at the Oscar event
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