| Consumption Process (CIP) | | The scientific study of how consumers seek, evaluate, consume and dispose of products and services |
| Experiential Model | | Strength or intensity of the relationship between buyer or seller |
| Connectedness | | sensing, organizing, reacting |
| Psychology of the consumer | | Purposeful allocation of information processing capacity towards the stimulus |
| Underlying business philosophy | | messages bypass conscious recognition, evaluation and communication directly to the unconscious level of drives, emotions and desire |
| Consumer behavior formula | | Personality traits; individual differences |
| Consumer Behavior | | Based on effect not logic |
| Personality of the consumer | | congntion: the thinking consumer; Affect: the feeling consumer |
| Social and cultural influences | | The stronger or more intense an initial stimulus the greater additional intensity necessary for the secondary stimulus to be perceived as being different |
| Situational influences | | A consumers absolute threshold to a stimulus will change as the number of exposures to that stimulus increases |
| Utilitarian value | | Unique to a time, unique to a place |
| Hedonic value | | The minimal difference that can be detected between two similar stimuli |
| Marketing concept (4 pillars) | | The smallest amount of change in a stimulus that will influence consumer consumption and choice |
| The consumption process | | Bringing a stimulus within the 5 senses of the consumer |
| Consumer memory | | Exposure, attention, comprehension |
| Subliminal perception | | The value is emotional; value is provided by experience |
| JND and weber's law | | need recognition, search for alternatives, evaluations of alternatives, decision, post decision evaluation |
| Just meaningful difference (JMD) | | The consumers initial exposure to a stimulus often an unconscious initial reception of a stimulus |
| Just noticeable difference (JND) | | The lowest level at which an individual can sense a stimulus |
| Sensory adaption | | the consumers attempt to derive meaning from the information presented |
| Absolute Threshold | | The product or service provides a solution or helps the consumer complete a task |
| Reacting | | Market focus (segmentation), customer orientation, long term profitability (crm), cross functionality |
| Organizing | | Mutual satisfaction of company and customer needs |
| Sensing | | social norms are learned; other people influence our decisions |
| Perceptual process (from consumers perspective) | | Physical and mental responses to the stimuli we sense and organize |
| Comprehension | | Sensory store, working memory, long term store |
| Attention | | B= F (P,E) |
| Exposure | | Brain categorizes sensory info into something recognizable. Assimilation:stimulus has readily recognizable characteristics. Accommodation: stimulus similar to existing schema. Contrast:unique stimulus not readily charactorized |
| The perceptual process (from marketers perspective) | | Need, want, exchange, cost and benefits, reaction, value |
