1-28 Flashcards
- What is the definition of consumer behavior? What influences consumer behavior?
The acquisition, consumption, and disposition of goods, services, time & ideas by (human) decision making units
Influenced by advertising, social media, friends/family, celebrity, sport & marketing communications
What are the three components of consumption from a consumer behavior standpoint?
Acquisition, usage, disposition
What is the definition of consumer motivation?
Consumer motivation: the needs, wants, drives, & desires of an individual that lead him or her toward the purchase of products or ideas. The motivations may be physiologically, psychologically, or environmentally driven (AMA)
What is personal relevance, and how does self-concept play a role in personal relevance?
Personal relevance – how does the product matter to you?
Self-concept – your mental view of who you are
- Will it reinforce how you feel about yourself? (purchasing a brand name suit to increase your confidence)
- Will it help you achieve your goals? (buying a planner to stay on task, purchasing a book on how to cook to eat more healthy)
What are values and how do they play a role in consumer behavior?
Values – abstract, enduring beliefs about what is right/wrong, important, or good/bad
One of the main goals of marketing is to change a ‘want’ into a ‘need’. Children are extremely susceptible to this marketing turn – how often do you hear them say that they NEED a certain toy. They act as though they will be unable to function without it. Precisely the goal of the marketing firms!
What are the three conflicts we discussed related to needs? Provide an example of each of these conflicts.
Approach-avoidance conflict – Conflict involving a decision regarding whether to pursue or avoid something that has both positive and negative aspects to it.For example – going on a diet will make you healthier (positive), but will have you avoiding foods that you enjoy (negative).
Approach-approach conflict - Conflict whereby one must choose between two desirable or attractive goals.For example – do you go to a Packers game or a Brewers game? Both are good options.
Avoidance-avoidance conflict - Conflict whereby one must choose between two more or less equally undesirable or unattractive goals.For example – choosing between getting the car serviced and going to the dentist, both are undesirable.
What are the three needs we discussed in-class and during an in-class exercise, and what is an example of each?
Functional needs – solves consumption-related problems
e.x- A coat fulfills a functional need by providing warmth
Symbolic needs – relates to how we perceive ourselves, how we are perceived by others, how we relate to others, and the esteem in which we are held by others
e.x- A brand-name coat (e.g., North Face) fulfills a symbolic need as the logo conveys to others that you have money and/or style
Hedonic need – related to sensory pleasure
e.x- A coat that is furry on the inside can fulfill a hedonic need, if putting it on and enjoying the warmth and furriness of the coat makes you feel like you’re wearing a little bit of “heaven”.
Define goals and provide a list of two questions you might ask when developing goals
Goals: outcomes that we would like to achieve
What are the goals I want to pursue, and why do I want to pursue them?
What is it for which I strive?
How does self-control play a role in goal achievement?
Self-control: process consumers use to regulate feelings, thoughts, and behavior in line with long-term goals
how well do you stick to a workout regimen, stay on a diet, save your money? If you answered yes to these questions, then you have a strong sense of self-control.
How does ego depletion go hinder goal achievement?
Ego depletion: outcome of decision-making effort that results in mental resources being exhausted
Ex.) Dieting and counting calories, not taking it anymore and at the end of the week you go reckless with the food.
Define perceived risk and provide three things that bring about this risk?
Perceived risk: the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering
Lack of information
Newness
High price
List and define three of the six types of perceived risks? Additionally, provide an example for each.
Performance – will it work?
Financial – how much will it cost?
Social – what will others think of this purchase?
What happens when a consumer is exposed to a message that is a little inconsistent with their current
Little inconsistent-consumer researchers it further to reach a decision about the offering.
A lot inconsistent-Tune out
List and define 4 of the resources a consumer considers when making a consumer behavior decision.
Financial resources – can I afford it?
Emotional resources – empathy, sympathy and purchasing
Physical resources – “body power”, can I use it?
Education and age – ability to process information and make decisions
What are three ways that marketers can enhance information processing?
Repeat, simplify, reduce distractions and purchasing time, provide info
