1 Intro to Consumer Behavior - CB

set of value-seeking activities that take place as people go about addressing their real needs

the process by which goods, services, or ideas are used and transformed into value

means for gathering data in a relatively unstructured way

a form of in depth interview involving 6 to 12 consumers led by a moderator who asks participants to discuss a product, concept, or other marketing stimulus

addresses questions using numerical measurement and analysis tools

A large sample of consumers who are representative of the interest population are tracked or surveyed - provides generalizable data for companies and researcher

researchers have direct control over every stimuli a participant is exposed to so they can see how the participants act when exposed to different stimuli

studies the effectiveness of one or more elements of the marketing mix evaluating sales of the product in an actual market

A technique in which researchers observe how consumers behave in real-world surroundings

relationship between two variables

one variable producing an effect in another variable

an apparent but false relationship between two (or more) variables that is caused by some other variable

The experimental factor that is manipulated; the variable whose effect is being studied.

the behavior or consumer response you want to measure

things that go on inside mind/heart

social and cultural aspects of life as a consumer

a personal assessment of the net worth obtained from an activity

gratification derived because something helps a consumer solve a problem or accomplish some task

value derived from the immediate gratification that comes from some activity