Chapter 7--identifying and understanding consumers

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1. cognitive doubt that occurs after a purchase is made, which can be alleviated by customer after-care, money-back guarantees,
dissonance and realistic sales presentations and advertising campaigns
2. consumer stages a consumer goes through in buying a good or service: stimulus, problem awareness, information search,
decision evaluation of alternatives, purchase, and post-purchase behavior. demographics and lifestyle factors affect this
process decision process
3. cross- occurs when consumers shop for a product category through more than one retail format during the rear or visit
shopping multiple retailers on one shopping trip
4. extended occurs when a consumer makes full use of the decision process, usually for expensive, complex items with which the
decision person has had little or no experience
making
5. family life how a traditional family moves from bachelorhood to children to solitary retirement
cycle
6. household incorporates the life stages of both family and nonfamily households
lifecycle
7. limited occurs when a consumer uses every step in the purchase process but does not spend a great deal of time on each of
decision them
making
8. outshopping when a person goes out of his or her hometown to shop
9. perceived level of risk a consumer believes exists regarding the purchase of a specific good or service from a given retailer,
risk whether or not the belief is actually correct
10. post- further purchases or re-evaluation based on a purchase
purchase
behavior
11. reference influence people's thoughts and behavior. they may be classified as aspirational, membership, and dissociative
groups
12. routine takes place when a consumer buys out of habit and skips steps in purchase process
decision
making