Marketing Chapter 4

Situational influences
1. Purchase task reason for engaging in decision
2. social surroundings other people present like children 40% more likely to
make purchase
3. physical surroundings dcor, music, crowding in retail store
4. temporal effects time of day or time available
5. antecedent states consumers mood or amount of cash on hand
Psychological influences on consumer behavior
Motivation energizing force that stimulates behavior to satisfy a need
Personality persons consistent behaviors or responses to recurring
situations
Self-concept how people see themselves and how they believe others see
them
Actual self concept how people really see themselves
Ideal self concept how people would like to see themselves
Perception process by which a person selects, organizes, and interprets info
to create a meaningful picture of the world

selective perception a filtering of exposure, comprehension, and

retention

selective exposure paying attention to messages that go with their

attitude and ignoring the ones that dont

selective comprehension - interpreting info so that it is consistent with

your attitude and beliefs

selective retention not remembering info that see, read, hear after
exposure to it

subliminal perception seeing and hearing messages without being

aware of it

Perceived risk anxiety felt when a consumer cannot anticipate possible

negative outcomes of a purchase
Learning behavior that results from repeated experience and reasoning

behavioral learning process of developing automatic response

o

drive need that moves a person to action

cue stimulus or symbol to start action

response action taken by person to satisfy drive

reinforcement reward

Cognitive learning involves making connections between two or more

ideas or simply observing the outcomes of others behaviors and
adjusting your own accordingly.

Brand loyalty a favorable attitude towards and consistent purchase of

a single brand over time

Attitude tendency to respond to something in a consistently favorable or

unfavorable way
Beliefs consumers perception or how a product or brand performs
Attitude change
1. Changing beliefs about the extent which a brand has certain attributes
2. Changing the perceived importance of attributes
3. Adding new attributes to the product

Consumer lifestyle
Lifestyle mode of living by how people spend their time and resources and
what they consider important
VALS system
1. Primary motivation for buying and having certain products and
services
2. Resources

Ideals motivated groups guided by knowledge and principle

o Thinkers mature, reflective, and well educated people

durability

o Believers conservative, traditional, family values American

brand products

Achievement motivated groups products that show success to their

peers
o

Achievers busy, goal directed lifestyle and deep commitment

to career time saving devices

Strivers trendy, fun-loving money define success

Self-expression motivated group desire social and physical activity,

risk
o

Experiencers young, enthusiastic, implusive sport, recreation

Makers experience world by working it non materialistic

goods

High and low resource group

o

Innovators successful, sophisticated image, new ideas

Survivors- basic needs loyal to fav brands

Sociocultural influences

Personal influence
o

Opinion leadership individuals who have social influence over

others

Word of mouth people influencing each other in personal

conversations

Most powerful and authentic information viewed as

trustworthy

Reference groups people to whom an individual looks as a basis for

self-=appraisal or as a source of personal standards
o

Influence info, attitudes that set consumer standards

Family influence
o

Consumer

socialization

how

people

acquire

the

skills,

knowledge, and attitudes to function as consumers

Family life cycle familys progression from formation to retirement,

each phase bringing with it distinct purchasing behaviors
o

Young singles nondurable items

Young married w/o children furniture

Married w/ children life insurance, children products

Family decision making

o

Spouse dominant one person is more responsible

Wives groceries, clothing, medicines

Husbands house and car maintanence

Joint cars, vacations, electronics

1. Information gatherer
2. Influencer
3. Decision maker
4. Purchaser
5. User
Subculture subgroups within the larger or national, culture with unique
values, ideas
o

Hispanics brand loyal, American made products, influenced by

family, peers, advertising

Asian americans hard work, family, education, middle class

African americans younger, spend more on beauty, fashion