Reviewing the Key Terms

adoption process
The mental process through which an individual passes from first hearing about an innovation to final adoption.

alternative evaluation
The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.

attitude
A person's consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.

belief
A descriptive thought that a person holds about something.

brand personality
The specific mix of human traits that may be attributed to a particular brand.

cognitive dissonance
Buyer discomfort caused by postpurchase conflict.

complex buying behavior
Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.

consumer buyer behavior
The buying behavior of final consumers—individuals and households who buy goods and services for personal consumption.

consumer market
All the individuals and households who buy or acquire goods and services for personal consumption.

culture
The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.

dissonance-reducing buying behavior
Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands.

group
Two or more people who interact to accomplish individual or mutual goals.

habitual buying behavior
Consumer buying behavior in situations characterized by low consumer involvement and few significant perceived brand differences.

information search
The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search.

learning
Changes in an individual's behavior arising from experience.

lifestyle
A person's pattern of living as expressed in his or her activities, interests, and opinions.

motive
A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

need recognition
The first stage of the buyer decision process, in which the consumer recognizes a problem or need.

new product
A good, service, or idea that is perceived by some potential customers as new.

opinion leader
Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others.

perception
The process by which people select, organize, and interpret information to form a meaningful picture of the world.

personality
A person's distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment.

postpurchase behavior
The stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.

purchase decision
The buyer's decision about which brand to purchase.

social classes
Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors.

subcultures
A group of people with shared value systems based on common life experiences and situations.

variety-seeking buying behavior
Consumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences.