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Understanding Consumers > Ch. 5, 6, 8, 9, and 10 > Flashcards

Ch. 5, 6, 8, 9, and 10 Flashcards

1
Q

buyer readiness stages

A

the phases consumers pass on their way to purchase (includes awareness, knowledge, liking, preference, conviction, and purchase)

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2
Q

attitude

A

an overall evaluation that expresses how much we like or dislike an object, person, issue, or action

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3
Q

cognitive function

A

how attitudes influence our thoughts

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4
Q

affective function

A

how attitudes influence our feelings

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5
Q

connative function

A

how attitudes affect our behavior

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6
Q

characteristics of attitudes

A

favorability, attitude accessibility (how easily and readily an attitude can be retrieved from memory), confidence (how strongly we hold an attitude), persistence (how long our attitude lasts), resistance (how difficult it is to change an attitude), ambivalence

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7
Q

high-effort central route professing (cognition - thoughts)

A

influenced by the following:

  • direct of imagined experience
  • reasoning by analogy or category
  • values-driven attitudes
    social-identity-based attitude construction
  • analytical attitude construction
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8
Q

low-effort peripheral route processing (cognitive - thoughts)

A

influenced by the following:

  • simple beliefs
  • unconscious influences
  • the environment
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9
Q

high effort central route processing (affect - emotion)

A

influenced by the following:

  • emotional processing
  • affective response
  • attitude toward the ad
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10
Q

low-effort peripheral route processing (affect - emotion)

A

influenced by the following:

  • mere exposure effect
  • classical + evaluative conditioning
  • attitude toward the ad
  • mood
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11
Q

elaboration likelihood model (ELM 1)

A

requires different levels of MAO:
- motivation to process info (involvement, needs, risks)
- ability and opportunity to process info

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12
Q

involvement (ELM 2)

A

a degree of interest a consumer finds in an object of activity

high involvement = important, personally relevant, greater risk, extensive information processing (central route)

low involvement = less important, relevant, risky, limited information processing (peripheral route)

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13
Q

Greater MAO (ELM 3)

A
  • Attention: focus on product-related info
  • Comprehension: thoughts about attributes, includes more cognitive elaboration
  • Persuasion: product beliefs –> brand attitude –> purchase intention
  • Attitude: enduring, resistant to change, predictive of behavior
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14
Q

Limited MAO (ELM 3)

A
  • Attention: focus on peripheral cues
  • Comprehension: thoughts about nonproduct info, includes low cognitive elaboration
  • Persuasion: nonproduct beliefs –> ad attitude –> brand attitude –> purchase intention
  • Attitude: temporary, not resistant, weak, unpredictive behavior
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15
Q

Cognitive responses to communication

A
  • Support arguments (+)
  • Counterarguments (-)
  • Source derogations (-)
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16
Q

Fishbein Expectancy-Value Model

A
  • Multi-attribute attitude model
    –> Beliefs = represent specific knowledge/feelings consumer accumulated abt object/issue/activity
    –> Salient beliefs = critical determinants of an attitude
  • attitude toward object model
    –> overall attitude toward the object (brand)
    –> belief of whether that brand has some attributes (belief)
    –> how important it is that a brand has the attribute (evaluative component)
  • managerial implications:
    (1) correct consumers’ misperception
    (2) what my brand offers is more important
    (3) introduce a new attribute in advertising
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17
Q

Theory of Reasoned Action (TORA)

A

how, when, and why of consumer behavior
- how great the consequence is (bad vs. good)
- whether or not the act leads to a consequence (unlikely vs. likely)
normative influence = normative belief + motivation to comply with

marketing implications:
(1) change beliefs and evaluations
(2) emphasize normative beliefs
(3) signaling theory: action-based (4) observational learning
(5) change a set of relevant others

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18
Q

Theory of Planned Behavior

A

attitude toward act + subjective norm + perceived behavioral control = behavior intention + behavior

perceived behavior control (PBC) = indivudals’ perception of how easy or difficult it is to perform the behavior – important to explain behaviors that require resources, opportunities, and skills

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19
Q

how to influence cognition -based attitudes

A

communication source:
- source credibility (trustworthiness, expertise, social status, celebrities, ordinary consumers, experts, employees, influencers)
- company reputation

message
- argument quality
- one vs. two sided message
- comparative messages (indirect ads vs. direct comparative ads)

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20
Q

affective (emotional) foundations of attitudes

A
  • affective response = when consumers generate feelings and images in response to a message
  • emotional appeal = a message designed to elicit an emotional response
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21
Q

how affectively based attitudes are influenced

A

source = attractiveness, match-up hypothesis (source must be appropriate for the product/service)

message = emotional contagion (designed to induce consumers to vicariously experience a depicted emotion

fear appeals = message that stresses negative consequences

terror management theory (TMT) = how we cope with the threat of death by defending our world view of values and beliefs

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22
Q

attitude toward the ad

A

whether a consumer likes or dislikes an ad

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23
Q

utilitarian (of functional) dimension

A

when an ad provides information

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24
Q

hedonic dimension

A

when an ad creates positive or negative feelings

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25
Q

when attitudes predict behavior

A
  • level of involvement/elaboration - knowledge and experience
  • analysis of reasons
  • accessibility of attitudes
  • attitude confidence
  • specificity of attitudes
  • attitude-behavior relationship
  • emotional attachment
  • situational factors
  • normative factors
  • personality variables
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26
Q

cognitive bases of attitudes when effort is low

A
  • heuristics (e.g. country of origin, company reputation)
  • communication source credibility
  • schema-congruent (or incongruent) information
  • involving messages (self-referencing strategy - relate the message to consumers’ own experience of self-image, e.g. nostalgia, second person, augmented reality)
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27
Q

probability markers (hedges)

A

probable truth of the claim – hedonic, low-involving products

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28
Q

probability marketers (pledges)

A

complete commitment of the truthfulness of claim – utilitarian, high-involving products

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29
Q

affective bases of attitudes when effort is low

A
  • mere exposure effect = familiarity reduces uncertainty, increases opportunities to process information and enhance liking
  • classical conditioning learning
  • instrumental (operant conditioning)
  • attitude toward the ad
  • mood
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30
Q

classical conditioning

A

learning method which includes building association through repetition, proximity, and contiguity

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31
Q

when to use classical conditioning

A
  • mature, established brands (differentiation)
  • low-involvement categories
  • when brands in a category offer similar benefits
  • attitude is shaped by associative learning process

drawbacks = lots of repetition + creativity required

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32
Q

instrumental (operant) conditioning

A

behavior + reward/punishment = increase or decrease in probability of response

views behavior as a function of prior actions and of the reinforcement of punishments obtained from prior actions

positive reinforcement = present positive consequence to INCREASE behavior

negative reinforcement = present negative consequence to INCREASE behavior

punishment = present negative consequence to DECREASE behavior

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33
Q

how to influence affect-based attitudes

A

communication source = attractive, likeable, credible

message = music, humor, sex, emotional content, context

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34
Q

judgment

A

evaluation of an object or estimate of likelihood of an outcome or event

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35
Q

decision-making

A

making a selection among options of courses of action

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36
Q

judgment + decision-making considerations

A
  • estimation of likelihood
  • judgment of goodness/badness
  • anchoring and adjustment process
  • imagery
  • mental accounting
  • emotional accounting
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37
Q

biases on judgment processes

A
  • confirmation bias
  • self-positivity bias
  • negativity bias
  • mood and bias
  • prior brand evaluations
  • difficulty of mental calculations
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38
Q

confirmation bias

A

focus on judgments that confirm waht you already believe, and hold those judgments with more confidence, ignoring information that runs counter

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39
Q

self-positivty bias

A

judgments made about extent to which consumer or others are vulnerable to having bad things happen to them (people tend to believe more bad things will happen to other people more than themselves)

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40
Q

negavitiy bias

A

consumers give negative information more weight

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41
Q

mood and bias

A

mood serves as initial anchor of judgment, reduces search for and attention to negative information, make consumers overconfident about conclusions they are reaching

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42
Q

prior brand evaluations

A

consumers learn from their previous experiences

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43
Q

difficulty of mental calculations

A

ease or difficulty of calculating the difference of prices/discounts will affect consumers’ judgment of the size of these differences (more difficult = larger difference)

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44
Q

high-effort decision-making process

A

deciding which brands to consider –> deciding what is important to choose –> deciding whether to make a decision now –> deciding when alternatives cannot be compared

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45
Q

inept set

A

when deciding what brands to consider, options that are unacceptable

46
Q

inert set

A

options toward which consumers are indifferent

47
Q

attraction effect

A

when an addition of an inferior brand to a consideration set increases the attractivneness of the dominant brand –> a consumer’s evaluation of a brand in consideration set depends on the other brands it’s copared to

48
Q

promotion-focused goals

A

goals that are focused on maximizing gains and positive outcomes – puts emphasis on the self rather than the serve

49
Q

prevention-focused

A

risk-averse, emphasize the product’s efficacy than the user’s skill

50
Q

regulatory focus theory

A

prevention vs. promotion-focused goals

51
Q

marketing implications of regulatory focus theory

A
  • marketers should position an offering as being consistent with consumers’ goal-related or usage categories → influence the way consumers frame the decision, making consumer more likely to consider the brand and important related information
  • frame or reframe purchase decision – emphasize different benefits depending on consumer needs, leverage comparisons to competitors
52
Q

time construal theory

A

low construals vs. high construals – whether we are making a decision on something we will buy or do immediately or later

low level - concrete construals = soon

high-level - abstract = later

53
Q

marketing implications of construal level theory

A

when the decision outcome will be realized in the future, consumers will consider the hedonic aspects of a decision to be more imoprtant than the rational aspects

54
Q

cognitive decision-making model

A

process where consumers combine items of information about attribues to reach a decision

55
Q

affective decision-making model

A

process where consumers base their decisions on feelings and emotions

56
Q

brand processing/attribute processing

A

evaluating one brand/attribute at a time

57
Q

compensatory model

A

cost-benefit analysis model where negative features can be compensated for by positive ones

58
Q

multiattribute models

A

when consumers are considering multiple attributes, they tend to give more weight to those that are compatible with thie rgoals

59
Q

additive difference model

A

brands are compared by attribute, two brands at a time

60
Q

noncompensatory model

A

model in which negative information leads to rejection of the option

61
Q

conjunctive model

A

model that processes by brand, sets minimum cutoffs to reject “bad” options

62
Q

disjunctive model

A

model that processes by brand, sets acceptable cutoffs to find options that are “good”

63
Q

lexicographic model

A

model that processes by attribute, compares brands by attributes, one at a time in the order of importance

64
Q

elimination-by-aspects model

A

model that processes by attribute, adds notion of acceptable cutoffs by attribute

65
Q

endowment effect

A

when ownership increases the value of an item (decisions based on gains + losses)

66
Q

appraisals and feelings

A

emotional framing done by consumer that determines the way they perceive an offering (high-effort feeling-based decision)

considers: what will I feel? how much will I feel it? how long will I feel this way?

67
Q

decision delay

A

if consumers perceive decision to be too risky or entailing an unpleasant task, they may delay it, if they feel uncertainty about getting product information

68
Q

noncomparable decision

A

process of making a decision about products or services from different categories, where alternatives cannot be compared

69
Q

attribute-based strategy

A

making a noncomparable choice by making abstract representations of comparable attributes

70
Q

effects of high-effort decsisions

A

consumer characteristics: expertise, mood, time pressure, extrememeness aversion (compromise effect, attribute balancing), attributes, metacognitive experiences

decision characteristics: information availability, information format, trivial attributes

group context: self-presentation, minimizing regret, information gathering

71
Q

systematic processing

A

effortful scrutiny + comparison of information (logic)

72
Q

heuristic processing

A

shortcut decision-making, using minimal cues/prior knowledge to impulsively make a choice

73
Q

representativeness heuristic

A

making judgment by simply comparing a stimulus with the category prototype (exemplar)

marketing implication: can lead to biased judgments BUT if you position offerings close to a prototype that has positive associations in its consumer’s mind, can lead to purchase decision

74
Q

availability heuristic

A

basing judgments on information that most readily comes to mind (e.g. word-of-mouth, prior experience w/ brand or product

75
Q

base-rate information

A

a bias about how often an event really occurs on average

76
Q

law of small numbers

A

a bias where information obtained from a small number of people represents a larger population

77
Q

unconscious low-effort decision making

A

spontaneous choicees that are strongly affected by environmental stimuli (e.g. senses, novelty)

evaluative conditioning can influence attitudes, unconscious brand choices, unconscious impresses, and body feedback

78
Q

low-effort hierarchy of effects

A

sequence of thinking –> behaving –> feeling

more elaborate:
- consumer enters decision process w/ set of low level beliefs based on brand familiarity and knowledge obtained from repeated exposures to advertising
- in absence of any preconceived attitudes, these beliefs serve as the foundation for decision behavior

79
Q

simplifying strategies when consumer effort is low

A

decision process under low-effort + low motiviation is simpler and involves satisfice (finding a brand that satisfies a need even though the brand may not be the best kind) and choice tactics (simple rules of thumb that help make quick and effortless decisions)

80
Q

repeat purchase

A

consumers learn when the same act is reinforced or punished over time, then gradually acquire a set of choice tactics that will result in making a satisfactory choice in decision situations

81
Q

performance

A

thought-based choice tactic that focuses on benefits, features, or evaluations of the brand

could also be an overall evaluation of a specific attribute or benefit, but satisfaction is key

82
Q

habit

A

thought-based choice tactic where doing the same thing time after time is characterized by little to no information seeking, little to know evaluation to alternatives, and doesn’t require strong preference for an offer but rather repetitive behavior and regular purchase

reduces risk but increases marketer’s emphasis on shaping repeated purchase behavior

83
Q

brand loyalty

A

a thought-based choice tactic where a consumer buys from the same brand repeatedly because of a strong preference for it

result of very positive reinforcement of a performance-related choice tactic or a debilitating learning curve

also includes multi-brand loyalty (buying two or more brands repeatedly bc of strong preference)

84
Q

price

A

a thought-based choice tactic where a consumer buys from a cheap brand, a brand that’s on sale/has a coupon, and ____ makes the purchase decision for them when they perceive few differences among brands + have low involvement w/ brands in the consideration set

85
Q

zone of acceptance

A

the acceptable range of prices for any purchase decision

86
Q

deal prone customer

A

consumer who is more likely to be influenced by price

87
Q

normative influences

A

a thought-based choice tactic that features low-elaboration decision making based on others’ opinions

result of direct influence, vicarious observation, and indirect influence

88
Q

feelings

A

feeling-based choice tactic where ____ affects everything

affect = low-level feelings
affect-related tactics = tactics based on feelings
affect referral = simple type of affective tactic whereby we simply remember our feelings for the product or service

89
Q

brand familiarity

A

feeling-based choice tactic involving easy recognition of a well-known brand

also involves:
co-brand = an arragement where two brands form a partnership to benefit from the power of both

unity = when all the visual parts of a design fit together

90
Q

variety-seeking needs

A

feeling-based choice tactic involving the desire to try something different

also involves
- optimal stimulation level (OSL) = level of arousal that is most comfortable for an individual
- sensation seeking = consumers who actively look for variety
- vicarious exploration = seeking information simply for stimulation (satiation and boredom)

91
Q

impulse-buying

A

feelings-based choice tactic involving an unexpected purchased based on strong feeling

characterized by intense or overwhelming feeling of having to buy the product immediately
- disregard for potentially negative purchase consequences
- feelings of euphoria + excitement
- conflict between control and indulgence

92
Q

post-decision cognitive dissonance

A

feeling of anxiety over whether or not the correct decision was made

93
Q

post-decision regret

A

feeling that consumer should have purchased another option

94
Q

model of learning from consumer experience

A

process involving:

  • hypothesis testing = testing out expectations through experience
  • hypothesis generation = forming expectations about the product or service
  • exposure to evidence = actually experiencing the product or service
  • encoding of evidence = processing the information one experiences
  • integration of evidence = combining new information with stored knowledge
95
Q

what affects learning

A
  • motivation
  • prior knowledge + ability
  • ambiguity of information environment + lack of opportunity
  • processing biases
96
Q

top dog strategies

A

market leader or brand that has a large market share

  • when motivation to learn is high, consumer will try to acquire information that could be disproving + lead to a switch
  • to combat this, top dog company can state specific claims that justify consumers’ evaluation of the brand of convince consumers not to acquire new information (blocking exposure to new evidence)
  • if top-dog evidence is ambiguous, consumer needs reinforcement of message + encouragement to try it
97
Q

underdog strategies

A

lower share brand

  • marketers can encourage consumers to learn about their brand in order to get them to switch
  • when consumers are not motivated, underdogs should instigate learning through comparisons of their brand with the market leader
  • underdog needs strong and distinct advantage to overcome overconfidence + confirmation biases
  • create expectations + use promotions + facilitate product trials
98
Q

types of satisfaction evaluations

A

utilitarian dimensions (how well a product functions) + hedonic dimensions (how the product makes someone feel)

all aspects of the brand experience–sensory, affective (feeling), behavioral, and cognitive appeals–can influence satisfaction and loyalty

satisfaction can vary w/ consumer involvement, characteristics, and time

99
Q

disconfirmation

A

the existence of a discrepancy between expectations and performance

100
Q

disconfirmation paradigm

A

shows how satisfaction or dissatisfaction can occur

based on one formal evaluation –> can be affected by social influences and consumer’s satisfaction with their life)

101
Q

satisfaction

A

expectations/performance –> positive disconfirmation –> _______

102
Q

dissatisfaction

A

expectations/performance –> negative disconfirmation –> ________

103
Q

attribution theory

A

how individuals find explanations for events (i.e. causes of effects of behavior) impacted by three factors:

(1) stability - is the cause of the event temporary or permanent?
(2) focus - is the problem consumer- or marketer-related?
(3) controllability - is the event under the customer or marketer’s control?

104
Q

equity theory

A

consumers form perceptions of their own inputs and outputs into a particular exchange and compare these perceptions with thier perceptions of the inputs and outpu ts of the salesperson

105
Q

fairness in the exchange

A

perception that people’s inputs are equal to their outputs in an exchange

106
Q

post-decision feeling

A

positive or negative emotion experienced while using products

107
Q

methods of coping w/ dissatisfaction due to consumption problems

A
  • active coping (concentrating on ways the problem can be solved)
  • expressive support seeking (getting insight from people w/ similar experiences)
  • avoidance
108
Q

mispredictions about emotions

A

expectation vs. reality

consumers tend to be more dissatisfied not only when a product fails to perform as we thought it would, but also when a product makes us feel worse than we thought it would

when we predict the outcome of uncertain events, we enjoy those moments less than people who make no predictions (anticipated regrets)

109
Q

responses to dissatisfaction

A
  • complaints = search for places to attribute their frustration
  • service recovery = marketers need to find ways of making up for this dissatisfaction and win back the customers’ business
  • negative word-of-mouth = consumers saying negative things about a product or service to other consumers
110
Q

customer retention

A

maintaining customer satisfaction
- care about customers
- remember customers between sales
- build trusting relationships
- monitor the service-delivery process
- provide extra effort

Understanding Consumers (1 decks)

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