Chapers 1-6 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
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 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”.
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.
Define prototypical brand and provide an example of a prototypical brand (along with the category that the brand belongs to).
best example of category.
Coca-Cola (soft drink, beverage)
What are the three components of the cognitive response model (include definitions of each)?
Counterarguments-disagree with the ad?
Support arguments-agree with the ad?
Source derogations-what do you think of source?
Define one-sided, two-sided, and comparative messages. In which case would a marketer use each message?
One-presents positive info (Marlboro)
Two-presents positive and negative (Fast food, now real meat)
Comparative-direct comparison with competitor (Mac vs pc)
Describe the ‘wear-in’ and ‘wear-out’ effect of message repetition on a consumer’s understanding of an advertising message.
Wear-out-becoming bored with a stimulus
Wear-in-consumer begins to learn
a
a
