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Related Topics
Cards In This Set
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A social science discipline that attempts to model and understand the behavior of humans in a marketplace
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Consumer behavior
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Shapes basic human values, wants, perceptions, and behaviors
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Culture
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Subset of cultures that form around major social differences like ethnicity, age, lifestyle, and geography
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Subculture
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One's family, profession or occupation, religion, neighborhood, and schools
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Direct reference groups
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One's life-cycle stage, social class, and lifestyle group
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Indirect reference group
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Influence the behavior of others through their personality, skills, or other factors
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Opinion leaders (viral influencers)
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An integrated pattern of activities, interests, and opinions
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Lifestyle group
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Set of needs, drives, motivations, perceptions, and learned behaviors ex) achieving a sense of control about your health through a site
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Psychological profile
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Divides a market into different groups based on social class, lifestyle, and/or personality characteristics
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Pyschographic research
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Most important factors for predicting buyer behavior?
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1) looking for product information 2) leading a "wired lifestyle" 3) recently ordering from a catalog
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Five stages in the consmer decision process
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Awareness of need, search for more info, evaluation of alternatives, the actual purchase decision, and post-purchase contact with the firm
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Is online consumer behavior different from offline behavior?
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Arguably not. decision process remains the same.
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The transaction log that consumers establish as they move about the web
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Clickstream behavior
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Thought to be the two mots imporant factors in predicting online consumer behavior..
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Session characteristics (purpose/mission online) and clickstream behavior
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Two most important factors shaping the decision to puchrase online?
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Utility (good deal, convenience, bargains, etc) and trust.
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