Culture - ANSWER-a way of life among a group of people; the behaviors, beliefs,
values, and symbols that they accept, generally without thinking about them, and that
are passed along by communication and imitation from one generation to the next.
Reference Group - ANSWER-all the groups that have a direct or indirect effect on a
person's beliefs, decisions, and behavior
- family the most influential one
Opinion Leader/Influencer - ANSWER-a person who offers informal advice or
information about a specific product or product category, such as which of several
brands is best or how a particular product may be used
Family - ANSWER-the most influential primary reference group,11 is the most important
consumer buying organization in society
- family of orientation: parents/siblings
- family of procreation: spouse/children
Personality - ANSWER-set of distinguishing human psychological traits that lead to
relatively consistent and enduring responses to environmental stimuli, including buying
behavior
- actual self concept: how we view ourselves
- ideal self concept: how we would like to view ourselves
- others' self concept: how we like others to see us
Value System - ANSWER-a set of principles and notions of right and wrong
Consumer Needs - ANSWER-basic human requirements, such as air, food, water,
clothing, and shelter
- biological: from physiological states of tension (hunger, thirst, discomfort)
- psychological: from psychological states of tension (recognition, esteem, belonging)
Consumer Motivation - ANSWER-aroused to a sufficient level of intensity to drive us to
act
, Perception - ANSWER-process by which we select, organize, and interpret information
inputs to create a meaningful picture of the world
Selective Attention - ANSWER-marketers must work hard to attract the notice of
consumers
Subliminal Perception - ANSWER-long fascinated armchair marketers, who argue that
marketers embed covert, subliminal messages in ads or packaging that consumers are
not consciously aware of but that affect their behavior. Although it's clear that mental
processes include many subtle subconscious effects,
Selective distortion - ANSWER-tendency to interpret information to fit our
preconceptions
Emotions - ANSWER-mental states that arise spontaneously rather than from conscious
effort and reflect people's positive or negative reactions to internal and external stimuli
Memory - ANSWER-the brain's ability to record, store, and retrieve information and
events; also plays a role in consumers' purchasing decisions
- short term memory: temporary and limited repository of information
- long term memory: more permanent, poten- tially unlimited repository. All the
information and experiences we encode as we go through life can end up in our
long-term memory.
Three Types of Long Term Memory
- episodic memory: storing information about events (i.e., episodes) that we have
experienced in our lives. It is an individual's memory of autobiographical events that
capture the context—such as times, places, and associated emotions—in which a
particular event has occurred.
- semantic memory: storing information about the world, such as facts, meanings, and
concepts. Unlike episodic memory, which is directly linked to an individual's personal
experience, semantic memory captures general knowledge that is independent of
personal experience
- procedural memory: responsible for knowing how to perform certain procedures such
as walking, talking, and riding a bike. It is a memory of motor skills typically acquired
through repetition and involves automatic sensorimotor activities that are so deeply
embedded in our minds that they do not involve conscious thought.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Hkane. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for £6.37. You're not tied to anything after your purchase.
