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According to Piletz, what is the "really really" behind what people do and say?
Insights
2017 NBA scoring leader
Westbrook
Individuals who exert direct or indirect social influence over others.
Opinion Leaders
A deep truth, relevant to your brand and audience, that if solved had the power to move the customer to a desired future state
An insight
2018 NFL rushing leader
Zeke
The process of collecting information from outside sources, for example, magazines, dealers, ads.
external search
The personal, social, and economic significance of the purchase to the consumer.
Involvement
People to whom an individual looks as a basis for self-appraisal or as a source of personal standards.
Reference groups
Type of buying behavior?
High variety/low involvement
Variety seeking buying behavior
Type of buying behavior?
Low variety/low involvement
Habitual buying behavior
A marketer's product, service, or brand points of contact with a consumer from start to finish in the purchase decision process.
consumer touchpoints
Objective and subjective product characteristics that are important to a buyer
evaluative criteria
the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware
consideration set
The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.
Perceived risk
An information search in which buyers search their memories for information about products that might solve their problem
Internal search
Written and /or oral statements regarding a consumer's credit, character, reputation, or habits collected by a reporting agency from employment records, credit reports, and other public sources.
Consumer reports
Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions (postpurchase anxiety)
cognitive dissonance
Name the 5 steps of the purchase decision process
(1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) postpurchase behavior.
The process by which individuals screen out messages that do not conform to their own biases.
selective exposure
the processing of information by sensory systems without conscious awareness
subliminal perception
Top 4 best Super Bowl MVP odds in order?
Mahomes, Purdy, McCaffery, Kelce
Name 2 of Piletz's reasons why understanding consumer behavior is important to companies
type of buying decision?
High variety/high involvement
complex buying behavior
Type of buying behavior?
Low variety/high involvement
Dissonance reducing buying behavior
Correctly explain what the 3 sections of Piletz's insight tree each represent.
(spotlight lecture)