Ch 1-3 Flashcards
First principles for marketing
All customers differ
All customers change
All competitors react
All resources are limited
Consumer behavior
the totality of customer decisions with respect to the acquisition, consumption, and disposition of goods, services, time places, and ideas by human decision-making units (over time)
Motivation
an inner state of activation that energizes a consumer’s need state to achieve a goal
Enhances the effort that people exert to achieve a goal
Affects how much effort we exert to process information, make decisions, or engage in an activity
A final outcome of motivation
psychological state called involvement
What determines motivation?
- Personal Relevance: Something that has a direct on the self and has potentially significant consequences or implications for our lives
- Consistently of self-concept: Our mental view of who we are
- Values: abstract enduring beliefs about what is right/wrong, important, or good/bad
- Needs: an internal state of tension experienced when there is a discrepancy between a current and an ideal or desired physical or psychological state
- Goals: outcome we would like to achieve
The self-concept
a vast knowledge structure that includes preferences, memories, of past experiences, group memberships, and details about close relationships
-The working self-concept describes aspects of the self that are active at any given point in time
-Some of the working self-concepts will involve momentarily active aspects,while others will be chronologically activated
Symbolic brands
-Brands typically try to deliver an emotional (symbolic) benefit
-Symbol-intensive brands are able to maintain a relationship with their customers that typically surpasses brand loyalty
Symbolism works because other brands find it difficult to replicate (mimic)
Categorising needs
Functional needs
Symbolic needs
Hedonic (exermental) needs
Properties of needs
-Needs can be internally or externally activated and exist in a hierarchy
-need satisfaction is dynamic
-needs can conflict
Conflicting needs
Approach-avoidance conflict
an inner struggle about acquiring or consuming an offering that fulfills one need but fails another
Conflicting needs
Approach-approach conflict
an inner struggle about which offering to acquire when each offering can satisfy an important but different need
Conflicting needs
Avoidance-avoidance conflict
An inner struggle about which offering to acquire when neither can satisfy an important but different need
Uncovering consumer needs
Direct techniques: Ask people to openly report on their needs
Indirect techniques: Ask for something else and then the researcher tries to infer their needs
Goals differ in whether they are ——– or ———
Promotion-focused: Consumers are motivated to act in ways to achieve positive outcomes
Prevention-focused: Consumers are motivated to act in ways to avoid negative outcomes
Consumers frequently have goals about how they do or do not want to feel
Marketers can sometimes frame communications such that they use promotion-focused or prevention-focused language
Appraisal theory
A theory of emotion that proposes that emotions are based on an individual’s assessment of a situation or an outcome and its relevance to their goals
Appraisal theory dimensions
Consistency: an outcome’s consistency with our goals
Normative/moral compatibility: An outcome’s relevant to what is expected/what we should do
Certainty: an outcomes certainty
Agency: an outcomes cause (you, someone else, the environment, happened by chance)
Ability
the extent to which consumers have the required resources to make an outcome happen
-Financial resources
-Cognitive resources
-Physical resources
-Emotional recourses
-Social and cultural resources
Consumer opportunity
Unavailability of the desired choice option is an important reason why motivated and able consumers cannot do what they set out to do
Independent of this, someone may not make decisions because of three key influences
Lack of time
Distraction
The complexity, amount, repetition, and control of information (information load)
Exposure
the process by which the customer comes in physical contact with a stimulus
Marketing stimuli
Information about commercial offerings communicated either by the marketer (such as in ads) or by nonmarketing sources (such as via word of mouth)
Factors affecting exposure
Position of ad within a medium
Product placement
Product distribution and shelf placement
Selective exposure: Consumers actively seek out certain stimuli and avoid or resist others
-Skipping: Avoiding exposure by leaving the room during commercials
-Zipping: Fast forwarding through or skipping commercials and ads
-Zapping: avoiding ads by switching to other channels during commercials
-Cord-cutting: dropping cable or satellite subscriptions in favor of streaming services
-Opting out: choosing not to have cookies placed on computers or phones
-Blocking: using ad blockers on computers or phone
Attention
the amount of mental activity a consumer devotes to a stimulus
-Certain amounts of attention are necessary for information to be perceived - to activate people’s senses
-85% of ads fail to reach the “attention threshold” (approximately three seconds) needed to have an enduring impact
Four Properties of Attention
-Attention is limited: Consumers may miss some stimuli, especially when in unfamiliar surroundings
-Attention is selective: Consumers decide what to focus on at any one time, choosing not to focus on or mentally process other stimuli
-Attention can be divided: Consumers can allocate some attention to one task and some attention to a different task, or rapidly switch between tasks
-Attention is subject to habituation: Consumers can become so familiar with marketing stimuli that they no longer pay attention to them
Marketers can attract consumer’s attention by making the stimulus
-Personally relevant
-Pleasant (attractive models, music, humor)
-Surprising (novelty, unexpectedness, puzzles)
-Easy to process (prominence, concreteness, limited, contrasting)
-Prominence: The intercity of stimuli that causes them to stand out relative to the environment
-Concreteness: the extent to which a stimulus is capable of being imagined
Perception
the process of taking in (or encoding) a stimulus using vision, hearing, taste, smell, and touch
Sensory memory
Input from one or more of the five senses stored in temporary memory
Echoic memory
sensory memory of things we hear
Iconic memory
sensory memory of things we see
Olfactory memory
sensory memory of things we smell
Absolute threshold
the minimal level of stimulus intensity needed to detect a stimulus
If images or words in a commercial are too small or the sound level is too low, the stimulus will not be consciously perceived
Differential threshold/just noticeable difference (jnd)
the intensity difference needed between two stimuli before they are perceived as different
Weber’s law: the stronger the initial stimulus, the greater the additional intensity needed for the second stimuli to be perceived as different
Comprehension
the process of extracting higher-order meaning from what we have perceived in the context of what we already know
Source identification
the process of determining what the perceived stimulus actually is, that is, what category it belongs to
Objective and subjective comprehension of messages
-Objective comprehension: the extent to which consumers accurately understand the message a sender intended to communicate
-Subjective comprehension: what the consumer understands from the message, regardless of whether this understanding is accurate
-Misconception: when consumers inaccurately construed the meaning of a message
Marketers can improve objective comprehension in many ways
-Keep the message simple
-Repeat the message
-Present the same information in different modes
-Design a message to be consistent with a consumer’s prior knowledge
-Convey information about a new product effectively by drawing an analogy between the product and something with similar benefits
perpetual fluency
the ease of which information is processed
Inferences
Conclusions consumers draw or interpretations they form
Working memory (WM)
The portion of memory where incoming information is comprehended in the context of existing knowledge and kept available for more processing
