Key Terms
BUYING TASK
The consumer's approach to solving a problem; shaped by how much effort and involvement the decision requires
HIGH-INVOLVEMENT
Significant risk, ego, or cost; consumer is engaged and deliberate LOW-INVOLVEMENT: low risk, low ego; consumer is on au
BRAND LOYALTY
When a high-involvement decision is made, satisfaction is confirmed, and the consumer commits to repurchasing without re
Demographic variables
Age, gender, income, education, marital status
LIFESTYLE
Pattern of living combined with psychographics (attitudes, opinions, aspirations, interests)
Variables
Activities, interests, opinions about self and the world
PERSONALITY
The sum of traits that make a person unique
BRAND PERSONALITY
Distinct, recognizable traits assigned to a brand so consumers can identify with it emotionally
MOTIVE
Inner drive to act on an unmet need; a need must reach sufficient urgency before it triggers action
Forces that generate motivation
Internal (hunger), environmental (an ad), psychological (thinking about food)
LEARNING (in consumer behavior)
Changes in behavior that result from experience; does not include instinctive responses or temporary states
EXPERIENTIAL LEARNING
Learning through direct experience with a product
NONEXPERIENTIAL LEARNING
Learning through observation, reviews, testimonials, word of mouth; without direct experience
Marketing uses nonexperiential learning constantly
Testimonials, case studies, reviews, influencer content
REINFORCEMENT
Learning confirmed through rewards or punishments; shapes repeated behavior over time; positive reinforcement drives bra