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MGMT 442: Consumer Behaviour > Chapter 10: Buying and Disposing > Flashcards

Chapter 10: Buying and Disposing Flashcards

1
Q

Issues related to Purchase and Post-purchase activities

A

1) Antecedent States
2) Purchase Environment
3) Post-Purchase Processes

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2
Q

Antecedent States (Before the purchase)

A 
Situational Factors
Usage contexts
Time pressure
Mood
Shopping Orientation
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3
Q

Purchase Environment

A

The shopping experience
Point of purchase stimuli
Sales Interactions

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4
Q

Post-Purchase Processes (after the purchase)

A

Consumer Satisfaction
Product Disposal
Alternative Markets

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5
Q

Relationship marketing

A

The process of creating, maintaining, and enhancing strong value-laden relationships with customers

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6
Q

A consumption situation

A

Defined by contextual factors over and above characteristics of the person and the product

Situational effects can be behavioural (e.g., entertaining friends) or perceptual (e.g., being depressed or feeling pressed for time)

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7
Q

Situational self-image

A

Another reason to take environmental circumstances seriously is that the role a person plays at any time is partly determined by his or her situational self-image

According to which he or she basically answers the question “Who am I right now?

Example: Someone trying to impress his date by playing the role of “gentleman” may spend more lavishly, ordering champagne instead of beer and buying flowers

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8
Q

Co-consumers

A

Other patrons in a consumer setting

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9
Q

Density

A

refers to the actual number of people occupying a space

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10
Q

Crowding

A

the psychological state of crowding exists only if a negative affective state occurs as a result of this
density

Example: For example, 100 students packed into a classroom designed for 75 might be unpleasant for all concerned, but the same number jammed together at a party occupying a room of the same size just might make for a great party

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11
Q

Interestingly, some research has shown that perceptions of crowding in a retail context cause more variety seeking among consumers.

A

For example, consumers in narrower aisles seek out a greater variety of products than do those in wider aisles

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12
Q

Economic Time

A

Time is an economic variable; it is a resource that must be divided among activities.

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13
Q

Time Poverty

A

The feeling that one is more pressed for time than ever before

People may just have more options for spending their time and feel pressured by the weight of all these choices

More so based on perception than to fact

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14
Q

Polychronic activity

A

wherein consumers do more than one thing at a time

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15
Q

Psychological Time / Temporal Factors

A

1) Flow Time
2) Occasion Time
3) Deadline Time
4) Leisure Time
5) Time to Kill

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16
Q

1) Flow Time

A

in a flow state we become so absorbed in an activity that we notice nothing else. This is not a good time to be hitting people with ads. While it’s great when enjoying a movie, in some contexts, like gambling, it can be problematic and lead to more money or time being spent while in flow

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17
Q

2) Occasion Time

A

This includes special moments when something monumental occurs, such as a birth or an important job interview.

Ads clearly relevant to the situation will be given our undivided attention.

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18
Q

3) Deadline Time

A

Any time when we’re working against the clock is the worst time to try to catch our attention.

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19
Q

4) Leisure Time

A

During downtime, we are more likely to notice ads and perhaps try new things

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20
Q

5) Time to Kill

A

This is when we’re waiting for something to happen, such as catching a plane or sitting in a waiting room. This is bonus time, where we feel we have the luxury to focus on extraneous things.

As a result, we’re more receptive to commercial messages, even for products we don’t normally use.

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21
Q

The researchers identified four dimensions of time:

A

(1) the social dimension
(2) the temporal orientation dimension
(3) the planning orientation dimension
(4) the polychronic orientation dimension

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22
Q

(1) the social dimension

A

which refers to individuals’ categorization of time as either “time for me” or “time with/for others”

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23
Q

(2) the temporal orientation dimension

A

which depicts the relative significance individuals attach to past, present, or future;

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24
Q

(3) the planning orientation dimension

A

which alludes to different time-management styles varying on a continuum from analytic to spontaneous

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25
Q

(4) the polychronic orientation dimension

A

which distinguishes between people who prefer to do one thing at a time from those who have multi-tasking timestyles

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26
Q

TIME IS A PRESSURE COOKER

A

Women who personify this metaphor are usually analytic in their planning, other-oriented, and monochronic in their timestyles. They treat shopping in a methodical manner and often feel under pressure and in conflict.

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27
Q

TIME IS A MAP

A

Women who exemplify this metaphor are usually analytic planners and have a future temporal orientation and a polychronic timestyle. They often engage in extensive information search and comparison shopping.

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28
Q

Linear separable time

A

events proceed in an orderly sequence and different times are well defined, as exemplified by the phrase, “There’s a time and a place for everything.”

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29
Q

Queuing theory

A

the mathematical study of waiting lines

–Waiting for product = good quality
–Too much waiting = negative feelings
–Marketers use “tricks” to minimize psychological waiting time

30
Q

Waiting in line

A

Recent research shows that consumers tend to buy more if they have to wait longer in line. Apparently, they reason that a bigger purchase compensates for the extra time they had to spend waiting

31
Q

A person’s ______ or _______condition at the time of purchase can have a big impact on what is bought and can also affect how products are evaluated

A

mood or physiological

32
Q

Two dimensions determine whether a shopper will react positively or negatively to a store environment

A

1) Pleasure

2) Arousal

33
Q

Dimensions of Emotional States

A 
Arousing
Exiting
Pleasant
Relaxing
Sleepy
Gloomy
Unpleasant
Distressing
Arousing (pretend it is a circle)
34
Q

Moods can be affected by

A

store design, the weather, website structure, or other factors specific to the consumer

In addition, music and TV programming can affect mood, which has important consequences for commercials

35
Q

Positive Moods

A

When consumers hear happy music or watch happy programs, they have more positive reactions to commercials and products, especially when the marketing appeals are aimed at arousing emotional reactions.

consumers process ads with less elaboration

They pay less attention to specifics of the messages and rely more on heuristic processing

36
Q

Hedonic shopping motives can include the following:

A 
Social Experiences
Sharing of Common Interests
Interpersonal attraction
Status
The Thrill of the Hunt
Group Pressure
37
Q

shopping orientation

A

Consumer’s general attitudes about shopping

38
Q

Several shopping types have been identified:

A 
Economic Consumer
Personalized Consumer
Ethical Consumer
Apathetic Consumer
Reactional Shopper
39
Q

Social shopping

A

an emerging form of e-commerce that allows an online shopper to simulate the experience of shopping with others in a bricks-and-mortar store

40
Q

More generally, online shoppers value these aspects of a website:

AKA some pros of ecommerce

A

The ability to click on an item to create a pop-up window with more details about the product, including price, size, colours, and inventory availability

The ability to click on an item and add it to your cart without leaving the page you’re on

The ability to merchandise more tangibly through better imagery, more product descriptions, and details

The ability to enter all data related to your purchase on one page rather than going through several checkout pages

The ability to mix and match product images on one page to determine whether they look good together

Benefits: Good customer service, technology value allows for short runs of products, other services

41
Q

Negatives to ecommerce

A

Security!
-Such as credit cards and other identity identification get stolen

Shopping Experience!
-buying clothing and other items where touching the item or trying it on is essential might be less attractive

Limitations: Security/identity theft concerns, actual shopping experience, large delivery/return shipping charges

42
Q

Retail theming

A

Strategy involving the creation of imaginative store environments that transport shoppers to fantasy worlds or provide other kinds of stimulation

43
Q

Type of theming

A

1) Landscape themes
2) Marketspace themes
3) Cyberspace themes
4) Mindscape themes

44
Q

Store image

A

Store’s personality composed of such attributes as location, merchandise sustainability, and the knowledge and congeniality of the sales staff

45
Q

Atmospherics

A

The use of space and physical features in a store design to evoke certain effects in buyers

46
Q

Unplanned buying

A

may occur when a person unfamiliar with a store’s layout is under time pressure, or a person may be reminded to buy something by seeing it on a store shelf.

47
Q

impulse buying

A

occurs when the person experiences a sudden urge that he or she cannot resist.

The tendency to buy spontaneously is most likely to result in a purchase when the consumer believes that acting on impulse is appropriate, such as when purchasing a gift for a sick friend or picking up the tab for a meal

48
Q

Exchange theory

A

which stresses that every interaction involves an exchange of value; each participant gives something to the other and hopes to receive something in return

–Expertise, likeability
–Commercial friendship
–Incidental similarity

49
Q

Consumer satisfaction/dissatisfaction (CS/D)

Postpurchase satisfaction

A

is determined by the overall feelings, or attitude, a person has about a product after it has been purchased

Marketers constantly on lookout for sources of consumer dissatisfaction

50
Q

Expectancy disconfirmation model

A

consumers form beliefs about product performance based on prior experience with the product and/or on communications about the product that imply a certain level of quality

•Marketers should manage expectations
–Don’t promise what you can’t deliver
–Expectations determine satisfaction and/or dissatisfaction
–Underpromising strategies often work well

51
Q

If a person is not happy with a product or service, what can be done?

A

1) Voice response: Appeal to retailer directly
2) Private Response: Express dissatisfaction to friends or boycott store
3) Third-Party Response: Legal Action

52
Q

total quality management (TQM)

A

a complex set of management and engineering procedures aimed at reducing errors and increasing quality

53
Q

Gemba

A

means the one true source of information

Japanese term

54
Q

Sharing economy aka Collaborative consumption

A

Consumption that involves the purchase, use, or sharing of goods and services by two or more consumers

55
Q

When a consumer decides that a product is no longer of use, several choices are available.

A

(1) keep the item,
(2) temporarily dispose of it, or
(3) permanently dispose of it

56
Q

Lateral Cycling

A

Process where already-purchased objects are sold to others or exchanged for other items

The reuse of other people’s things is so important in our throwaway society because, as one researcher put it, “there is no longer an ‘away’ to throw things to.”

Flea markets, garage sales, Craigslist, bartering for services, hand-me-downs, and the black market all represent important alternative marketing systems that operate in addition to the formal marketplace

•Internet has revolutionized lateral cycling

57
Q

Divestment rituals

A

The act of ‘freeing up’ objects as they are passed from one owner to another

58
Q

ICONIC TRANSFER RITUAL

A

taking pictures and videos of objects before selling them

59
Q

TRANSITION-PLACE RITUAL

A

putting items in an out-of-the way location, such as a garage or an attic, before disposing of them

60
Q

RITUAL CLEANSING

A

washing, ironing, and/or meticulously wrapping the item

61
Q

Shopping: Job or Adventure?

Social motives for shopping are important

A

–Shopping for utilitarian or hedonic reasons

–Women “shop to love,” while men “shop to win”

62
Q

Hedonic reasons to shop include:

A 
–Social experiences
–Sharing of common interests
–Interpersonal attraction
–Instant status
–The thrill of the hunt
–Group pressure
63
Q

Several shopping types:

A 
–Economic consumer
–Personalized consumer
–Ethical consumer 
–Apathetic consumer
–Recreational shopper
64
Q

Point-of-purchase POP

A

Can be an elaborate product display or demonstration, a coupon-dispensing machine, or even someone giving out free samples
–Pepsi changes pop can design
–Coors Light sport labels
–Huggies’s Henry the Hippo hand soap bottles

65
Q

The Real Value of Happy Customers

A
  • A loyal buyer with a low referral rate averaged $49, a buyer with a high referral rate brought in $670.
  • 78% of customers are willing pay more for products if they experience great customer service
  • Good service travels fast via social networking
66
Q

The Evolution of Product Ownership

A

•Provides the benefits of the product when needed, but to not have to worry about:
–Initial capital cost
–Maintaining and storing the product
–Disposal issues

67
Q

Bit Coin Video

A

BitCoin Video

68
Q

What problem did Bitcoin want to fix from traditional currency?

A

Trust!

It wanted to fix the trust aspect by removing the financial banks aspect of the process

69
Q

What is the fundamental difference between bitcoin and regular money

A

It is decentralized

70
Q

What got bitcoin accelerated

A

Institutionalized endorsements such as Tesla

MGMT 442: Consumer Behaviour (10 decks)

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