Overview of key terms Chapters 1-10 + 17 (book Consumer Behaviour)
Chapter 1
Consumer behavior is the totality of consumers' decisions with respect to the
acquisition, consumption, and disposition of goods, services,
activities, experiences, people, and ideas by (human)
decision-making units [over time].
→ is a dynamic process (sequence of acquisition, consumption,
and disposition over time)
Offering a product, service, activity, experience, or idea offered by a
marketing organization to consumers.
Acquisition is the process by which a consumer comes to own an offering
(buying, renting, leasing)
Usage is the process by which a consumer uses an offering.
Disposition is the process by which a consumer discards an offering (give
away, sell it, throw away)
Roles of individuals ● information gatherer (researching options)
engaging in consumer ● influencer (try to affect the outcome of a decision)
behavior ● decider (making a decision)
● purchaser (buying)
● user (using item)
Culture the typical or expected behaviors, norms, and ideas that
characterize a group of people.
Reference group a group of people consumers compare themselves with for
information regarding behavior, attitudes, or values
Symbols are external signs that consumers use to express their identity
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings with value for
individual groups and society.
Model of consumer 1. psychological core (consumers must have a source of
behavior knowledge of information to base the decision)
2. the process of making decisions (problem recognition,
search information, making judgments and decisions,
making post-decision evaluations
3. the consumer’s culture (decisions are affected by culture)
4. consumer behavior outcomes and issues
Business decisions 1. developing and implementing a customer-oriented strategy
based on consumer 2. selecting the target market
research 3. developing products
4. positioning
5. promotion and marketing communication decisions
6. making price decisions
7. making distribution decisions
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,5 groups who use 1. marketing managers
consumer research 2. ethicists and advocates
3. public policy makers and regulators
4. academics
5. consumer and society
7 steps in making 1. developing and implementing customer-oriented strategy
business decisions 2. selecting the target market
3. developing products
4. positioning
5. promotion and marketing communications decisions
6. making price decisions
7. making distribution decisions
Appendix after Chapter 1
Primary data is data originating from a research and collected to provide
information relevant to a specific research project
Secondary data is data collected for some other purpose that is subsequently
used in a research project
Survey is a method of collecting information from a sample of consumers,
predominantly by asking questions.
Focus group is 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 is a research method by which consumers are asked to tell
stories about product acquisition, usage or disposition
experiences. These stories help marketers gain insight into
consumer needs and identify the product attributes that meet
these needs
Independent variables are the ‘treatment’ or the entity that researchers vary in a
research project
Market tests 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
Conjoint analysis a research technique designed 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 offers clues to
customer needs, preferences, and behaviors
Netnography is observing and analyzing the online behavior and comments of
consumers
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, Research Foundation is a nonprofit organization that sponsors research on topics
relevant to the foundation's goals.
Trade Group is a professional organization made up of marketers in the same
industry
Chapter 2
Motivation is an inner state of activation that provides energy to achieve a
goal (what moves people)
Effects of motivation ● high-effort behavior (behavior that takes effort)
● high-effort information processing and decision making
● felt involvement
Motivated reasoning processing information in a way that allows consumers to reach
the conclusion that they want to reach
Felt involvement the consumer’s experience of being motivated with respect to a
product or service, or decisions and actions about these
Enduring involvement long-term interest in an offering, activity, or decision
Situational (temporary) temporary interest in an offering, activity, or decision, often caused
involvement by situational circumstances
Cognitive involvement interest in thinking about and learning information pertinent to an
offering, activity, or decision
Affective involvement interest in expending emotional energy and evoking deep feelings
about an offering, activity, or decision
Response involvement interest in certain decisions and behavior
Motivation is affected 1. personal relevance
when consumers 2. consistent with their self-concept, values, needs, goals,
regard something as and self-control processes
3. risky
4. moderately inconsistent with prior attitudes
Personal relevance is something that has a direct bearing on the self and has
potentially significant consequences or implications for our lives.
Self-concept is our mental view of who we are
Values are 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
Maslow’s Hierarchy of 1. physiological (food, water, sleep)
Needs 2. safety (need for shelter, protection, and security)
3. social (need for affection, friendship, and belonging)
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