CH 1 Flashcards
ntroduction to Consumer Behavior and Research Methods
consumer behavior def
the study of the psyc processes involved when indv or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs nad desires
consumer insights
gained by studying processes
what is the goal of studying consumer behavior
- supply and demand: help identify and understand marketplace demands 2. marketers almost always want to influence consumers
- understand and predict how consumers will react (and adapt) to change
who needs to understand consumer behavior
marketers, finance, nonprofits, org/consulting, and policymakers/regulators
why do we collect data in consumer behavior? why not just use intuition
- we are atypical - tend to be different from the median
- our expectations and preconceived notions can strongly color our experiences
- we lack introspective access
differences in ourselves and our target audience
strong intuitions can be wrong
people don’t accurately report what influences their behaviors
consumers don’t have introspective access to non-conscious processes
expectations can color our experiences
hindsight bias
somethings become clear after we learn/know the answer to it
correlational methods
purpose: prediction
approach: measure 2 or more variables
why: to develop a relationship
correlational research:
examines the relationship between 2 or more variables (whether they correlate or not) // x change y, predicting y because of x
correlation research pros and cons
pros: predict when an effect will occur, establish a relationship between variables, easy to collect data, can study variables that can not be manipulated
cons: correlations does not equal causation
positive and negative correlation
negative: one goes up, one goes down
positive:
correlation coefficient
statistical technique for calculating the degree of association between two variables; r = size and direction of the relationship between 2 variables
correlation ≠ causation
third variable problem
random selection
random selection of participants allows conclusions to be drawn about a larger pop. a rep sample of people is asked the same questions and everyone in the pop has an equal chance of being selected for the sample
random sample
representative sample
a group fo respondents that accurately reflects a larger pop from which it was drawn to which the researcher wants to generalize
experimental research
manipulate one variable (x) to measure its effect on another variable (y) by randomly assigning participants to conditions // manipulate indp x and keep everything else the same to see how x changed compared to y
pros and cons of experimental research
pros: establish causai=lity
cons: can be unethical to manipulate certain variables (esp if some variables can not be easily manipulated)
independent variable
dependent variable
random assignment
all people have an equal chance of being assigned various levels of x // people in a group roughly shares the same characteristics
what qualifies as an experiment
difference between random selection and random assignment
random selection generalizes beyond selection and random assignment assigned condition
advantages and disadvantages of experimental vs correlational research
nolan has both positive and negative reactions toward alcohol. he likes the partying but does not enjoy the hangover
ambivalent
a researcher conducts that frustrating people with tasks that can not be solved will make them more aggressive. only. ___ warrants this type of conclusion
