BMK214 Midterm Flashcards
Describe consumer behavior.
Consumer behavior is the systematic study of the processes involved in selecting, purchasing, using, or disposing of products, services, ideas, or experiences to satisfy needs and wants.
Explain the significance of consumption beyond functionality.
Consumers often purchase products for the meanings they convey, such as image, personality, societal status, and forming bonds with others.
Differentiate between the positivist and interpretivist approaches in consumer behavior research.
The positivist approach focuses on finding objective truths through quantitative data (think positivist=positive, sure facts), while the interpretivist approach seeks to understand the subjective meanings of consumer behavior through qualitative data.
How can consumption help in forming bonds with others?
Consumption can serve as a means of connecting with others and building relationships through shared experiences like dining out with friends or attending cultural events.
Define the positivist approach in consumer behavior research.
The positivist approach aims to find facts about consumers using quantitative data and observable facts to identify trends and patterns.
Discuss the role of understanding symbolic and social meanings of consumption for businesses.
Understanding these meanings helps businesses resonate with their target audience, create more compelling offerings, and leverage them in branding, messaging, and product design.
Describe the interpretivist approach.
Interpretivist approach focuses on individuals giving meaning to their experiences within specific contexts, often using qualitative methods like interviews.
Define perception.
Perception is the process of selecting, organizing, and interpreting sensations.
How does perception involve selecting stimuli?
Perception involves filtering stimuli from the environment based on factors like relevance, intensity, and novelty.
What is the role of organizing in perception?
Organizing in perception involves arranging selected stimuli into meaningful patterns or categories to make sense of information.
How does interpretation influence perception?
Interpretation in perception involves assigning meaning to organized sensations, influenced by past experiences, beliefs, attitudes, and cultural norms.
Describe the perception process in the context of shopping for a smartphone.
In shopping for a smartphone, perception involves selectively attending to relevant stimuli, organizing information about different options, and interpreting smartphones based on past experiences and preferences.
Describe how Gestalt theory is applied in marketing.
Gestalt theory in marketing leveraging how our brains naturally organize visual information into meaningful patterns, such as grouping elements based on similarity to enhance recognition and memorability.
Define Closure and Similarity in the context of Gestalt psychology
Closure and Similarity are key principles of Gestalt psychology where Closure refers to perceiving incomplete stimuli as complete, and Similarity involves grouping objects with similar characteristics.
How can marketers use the Figure-Ground Principle in logo design?
Marketers can use the Figure-Ground Principle to ensure that the central message or symbol of a brand stands out prominently against its surroundings in a logo, enhancing visibility and memorability.
Describe the role of consumer learning in response to external events.
Consumer learning is the process shaping decisions and purchase behavior in respons to external events or stimuli from the outside world.
Do consumers focus on the big picture or individual details according to Gestalt theory?
Consumers focus on the big picture according to Gestalt theory, as our brains naturally organize sensory information into meaningful patterns rather than fixating on individual details.
How do Gestalt principles influence brand identity communication in marketing?
Gestalt principles influence brand identity communication by helping marketers create visually appealing designs that leverage how our brains naturally perceive and organize information, enhancing recognition and leaving a lasting impression on consumers.
Describe how learning occurs in behavioral learning theories.
Learning in behavioral learning theories happens as responses to external events, where individuals react or respond to stimuli in their environment.
Do classical conditioning and instrumental conditioning differ? If so, how?
Yes, classical conditioning and instrumental conditioning are different. Classical conditioning involves associating two stimuli, while instrumental conditioning involves associating behavior with consequences.
Define classical conditioning in the context of learning theories.
Classical conditioning is a type of learning where individuals learn to associate two different stimuli that occur simultaneously, leading to a learned response.
How does instrumental conditioning contribute to learning in behavioral theories?
Instrumental conditioning involves learning to associate behavior with its consequences, shaping future actions based on the outcomes of past behaviors.
Describe Maslow’s Hierarchy of Needs and its significance in psychology.
Maslow’s Hierarchy of Needs is a theory that categorizes human needs into levels in a pyramid structure, suggesting that lower-level needs must be met before higher-level ones become relevant.
How can the acronym ‘PSLES’ help in remembering Maslow’s Hierarchy of Needs?
The acronym ‘PSLES’ Stands for ‘Pizza Sooths Lonely Egos Softly’ corresponds to Physiological, Safety, Love/Belonging, Ego, and Self-Actualization needs, aiding in recalling the order of levels in Maslow’s Hierarchy of Needs from bottom to top.
Describe consumer engagement in the context of marketing.
Consumer engagement refers to the level of active involvement individuals have with a product, brand, or marketing message, encompassing attention, interest, and interaction.
Define involvement in consumer behavior.
Involvement in consumer behavior isa consumers perceived value or relevance of a product, based on their needs, values, and interests.
How does consumer involvement vary along a continuum?
Consumer involvement can range from low to high, with inertia representing low interest and passion representing high emotional commitment and active engagement.
Do different forms of involvement exist in consumer behavior?
Yes, consumer involvement can manifest in various forms, such as product involvement and purchase situation involvement.
Describe product involvement in consumer behavior.
Product involvement relates to the level of interest or importance consumers attach to a specific product or product category.
Explain purchase situation involvement in consumer behavior.
Purchase situation involvement refers to the degree of relevance or significance consumers attribute to a specific purchase situation or context.
Why is understanding consumer involvement crucial for marketers?
Understanding consumer involvement helps marketers tailor strategies to drive deeper engagement, build connections, and enhance brand loyalty and satisfaction.
How can marketers leverage consumer involvement to enhance brand loyalty?
Marketers can recognize factors driving consumer involvement and tailor strategies to foster engagement, build connections, and drive brand loyalty and satisfaction.
