Marketing Chapter 4-6

Consumer Behavior
describes how consumers make purchase decisions and how they use and dispose of the goods or services.
Consumer decisions-making process
A five-step process used by consumers when buying goods or services
Need Recognition
Result of an imbalance between actual and desired states.
Stimulus
Any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing.
Want
Recognition of an unfulfilled need and a product that will satisfy it.
Internal Information Search
The process of recalling past information stored in memory.
External Information Search
The process of recalling past information stored in memory.
Nonmarketing-controlled information source
A product information source that is not associated with advertising or promotion.
Marketing-controlled information source
A product information source that originates with marketers promoting the product.
Evoked set (consideration set)
A group of brands, resulting from an information search, from which a buyer can choose
Cognitive dissonance
Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.
Involvement
The amount of time and effort a buyer invest in the search, evaluation, and decision processes of consumer behavior.
Routine response behavior
The type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time.
Limited decision making
The type decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category.