CH8: Consumer Behavior at TU München

Flashcards and summaries for CH8: Consumer Behavior at the TU München

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Study with flashcards and summaries for the course CH8: Consumer Behavior at the TU München

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Def. Post-decision dissonance

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

Def. Post-decision regret

Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

What affects learning?

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Disconfirmation Paradigm

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Attribution Theory

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Equity Theory

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Dis-/Satisfaction based on feelings

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Responses to Dissatisfaction

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Disposition?????

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Sources of Influence > Categories

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Def. Opinion Leader

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Def. & Types of Reference Groups

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Exemplary flashcards for CH8: Consumer Behavior at the TU München on StudySmarter:

CH8: Consumer Behavior

Def. Post-decision dissonance
16 = feeling of discomfort with the decision made weather it was correct or incorrect decision

CH8: Consumer Behavior

Def. Post-decision regret
16 = consumer perceives unfavorable comparison between chosen option and performance of not chose option

CH8: Consumer Behavior

What affects learning?
16 - motivation - prior knowledge or ability - ambiguity of information environment or lack of opportunity - processing biases (confirmation, overconfidence)

CH8: Consumer Behavior

Disconfirmation Paradigm
16 - theory of influencing factors on post-decision perception - disconfirmation occurs when expected and actual performance are different negatively

CH8: Consumer Behavior

Attribution Theory
17 - describes how individuals think about explanations or causes of effects/behavior - when consumer's need are not fulfills -> tries to find explanation based on: > Locus: Who's problem? Consumer or marketer? > Controllability: Is event under customer's or marketer's control? > Stability: cause of event temporary or permanent

CH8: Consumer Behavior

Equity Theory
17 - theory of fairness of exchanges between individuals - consumers form perception of their own inputs & outputs into exchange, compare these perceptions with the perceptions of salesperson, company, dealer - for equity, buyer must perceive fairness in exchange

CH8: Consumer Behavior

Dis-/Satisfaction based on feelings
17 - experienced emotions (coping with these) - mispredictions about emotions = diff. between expected and actual

CH8: Consumer Behavior

Responses to Dissatisfaction
17 - complaints - responding to service recovery - responding by negative word-of-mouth

CH8: Consumer Behavior

Disposition?????
17

CH8: Consumer Behavior

Sources of Influence > Categories
17 - Marketing Source vs. Nonmarketing source - Mass media vs. Personal delivery > reach > two-way communication > credibility

CH8: Consumer Behavior

Def. Opinion Leader
17 = individual who acts a information broker between mass media and opinions/behaviors of individual/group

CH8: Consumer Behavior

Def. & Types of Reference Groups
17 = group of people that compare themselves for guidance in developing their own attitude, knowledge, behavior - Aspirational - Associative - Dissociative - Brand Community > structured set of relationships (brand, customers of the brand, product in use)

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