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MOS 1021 Unit #9 > Chapter 11 > Flashcards

Chapter 11 Flashcards

1
Q

What are the 4 characteristics affecting consumer behaviour?

A
  1. Cultural
  2. Social
  3. Personal
    4.Psychological
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2
Q

Can marketers control the 4 factors that affect consumer behaviour?

A

For the most part, no, but they must take them into account

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3
Q

What are the 3 cultural factors affecting consumer behaviour?

A
  1. Culture
  2. Subculture
  3. Social class
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4
Q

To what extend do cultural factors affect consumer behaviour?

A

Broad and deep influence

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5
Q

What is culture?

A

The set of basic values, perceptions, wants, and behaviours learned by a member of society from family and other important institutions.

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6
Q

What are the 3 social factors affecting consumer behaviour?

A
  1. Groups and social networks
  2. Family
  3. Roles and status
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7
Q

What are the 5 personal factors affecting consumer behaviour?

A
  1. Age and life-cycle stage
  2. Occupation
  3. Economic situation
  4. Lifestyle
  5. Personality and self-concept
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8
Q

What are the 4 psychological factors affecting consumer behaviour?

A
  1. Motivation
  2. Perception
  3. Learning
  4. Beliefs and attitudes
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9
Q

What is the most basic cause of a person’s wants and behaviours?

A

Culture

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10
Q

Where is human behaviour largely learned from?

A

Growing up in a society, a child learns basic values, perceptions, wants, and behaviours from his or her family and other important institutions

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11
Q

What are the values a child in the U.S. is exposed to?

A
  • Achievement and success
  • Freedom
  • Individualism
  • Hard work
  • Activity and involvement
  • Efficiency and practicality
  • Material comfort
  • Youthfulness
  • Fitness and health
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12
Q

What are the values a child in Canada is exposed to?

A
  • Freedom
  • Beauty of our natural landscape
  • Our belief in respect, equality, and fair treatment
  • Family life
  • Being Canadian
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13
Q

How do marketers target subcultures in Canada?

A

Ex: East-coast, West-coast, and
Northern Canadian consumers—with marketing programs tailored to their
specific needs and preferences.

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14
Q

Can the buyer be a factor influencing consumer behaviour?

A

Yes, our buying decisions are affected by an incredibly complex combination of external and internal
influences.

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15
Q

Do Canadians believe their country is the greatest in the world?

A

86% of Canadians agreed with the statement that their country was
“the greatest in the world,”

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16
Q

How did Canada rank in the 2019 Best Countries Report?

A

3rd best country to live in world wide

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17
Q

Despite Canada and the U.S.’s differences, what do they share in common (in the context of culture)?

A

Both consumer cultures and marketing practices reinforce this as a way of life

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18
Q

How do cultural influences on buying behaviour vary between different groups?

A

Every group or society has a culture. May vary greatly from both county to county and country to country.

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19
Q

What are marketers always trying to spot in society to discover new products that might be wanted?

A

Cultural shifts

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20
Q

Give an example on how the cultural shift toward greater concern about health and fitness has created new demand.

A

Has created a huge industry for health-and-fitness services, exercise equipment and clothing, organic foods, and a variety of diets

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21
Q

What is subculture?

A

A group of people with shared value systems based on common life experiences and situations.

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22
Q

Each culture contains smaller groups of people called______

A

Subcultures

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23
Q

What are examples of common subcultures?

A

Nationalities, religions, racial groups, and geographic regions

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24
Q

How do subcultures impact marketing?

A

Many subcultures make up important market segments, and marketers often design products and marketing programs tailored to their needs

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25
Q

What are 3 important subculture groups in Canada?

A
  1. Regional subcultures
  2. Founding nations
  3. Ethnic subcultures
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26
Q

Due to Canada being a regional country, how may marketers develop programs?

A

May develop distinctive programs for the Atlantic provinces, Quebec, Central Canada, the Prairies, and British Columbia.

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27
Q

How have regional character and personality been shaped in Canada?

A

Because of the sheer size of the country and its varied geographic features and climate

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28
Q

What’s an example of a regional character and personality that’s been developed in Canada?

A

Atlantic Canada is largely defined by its proximity to and historical relationship with the sea. Isolation imposed by mountain barriers, along with the beautiful natural environment of British Columbia, shaped the outlook of that region’s residents.

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29
Q

What are other things that have had a differential effect on Canada’s regions?

A
  1. Immigration (on various regions)
  2. Economy of each region furthers these differences
  3. Fate of regions linked to the rise and fall of commodities
  4. Perceived disparities in political power
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30
Q

How have commodities impacted regional subcultures in Canada?

A

Fate linked to the rise and fall of commodities, such as fish, timber, wheat, minerals, or oil, has affected regional mindsets as well as economies

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31
Q

What provinces have been affected by perceived disparities in political power?

A

Due to the disparities, Quebec, Newfoundland and Labrador, and Alberta have increased regionalism

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32
Q

What are the 3 founding nations of Canada?

A
  1. Indigenous Peoples
  2. The English
  3. The French
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33
Q

How have the differences in founding nations affected consumer behaviour?

A

Unique history and language of each of these nations have driven many of the cultural differences that result in different buying behaviours across Canada.

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34
Q

How has Canada experienced a greater diversity in languages spoken since the previous Census?

A

Before it used to mostly be anglophones, francophones, and Indigenous language. Now 7.6 million Canadians speak language other than French or English in the home. Almost 20% of Canadians speak more than one language in the home.

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35
Q

How are Indigenous Peoples in Canada making their voices heard?

A

In the political arena and in the marketplace

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36
Q

How many Indigenous people are there in Canada?

A

1.67 million people reported Indigenous identity with expected growth to around 2-2.7 million by 2036

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37
Q

Among the Indigenous population in Canada, what is the most common mother tongue?

A

Cree

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38
Q

Besides their distinct cultures that influence their values and purchasing behaviour, how else have Indigenous Peoples influenced Canada?

A

Through their art, love of nature, and
concern for the environment.

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39
Q

While the banking industry has been particularly responsive to the unique needs of Indigenous people in Canada, how are other firms now following suit?

A

Websites like Windspeaker.com and TV networks such as the Aboriginal
Peoples Television Network
(APTN) are also used as vehicles
to effectively advertise to
Indigenous people in Canada

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40
Q

According to the 2016 Census, how many percent of Canada’s population is an immigrant?

A

21.9%, leading to a substantial growth in visible minorities in the
country
2011-2016, over 1.2 million new immigrants permanently settled in Canada.

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41
Q

Why is being sensitive to the cultural values of immigrants and visible minorities in Canada important?

A

Because 70% of the visible minority population were born outside Canada. The percentage of Canada’s population who identify as a member of a visible minority is expected to grow to 35% by 2036

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42
Q

How have changes in Canada’s immigration policies have transformed the overall portrait
of Canada’s foreign-born population?

A
  1. South Asians (India, Pakistan, Bangladesh, and Sri Lanka), now make up the largest visible minority population in Canada
  2. Chinese
  3. Black
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43
Q

Where do a majority of recent immigrants to Canada settle in?

A

Canada’s 3 largest cities: Toronto, Montréal, and Vancouver. Has been growth in several cities in the Prairies, such as Calgary, Edmonton, and Winnipeg as well

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44
Q

How have Canadian companies realized the importance of culturally relevant advertising?

A

Includes a multimedia approach
to reach visible minority populations

Ex: Mukta Advertising LLC helps companies reach South Asian Canadians with ethnic advertising and social media campaigns.

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45
Q

What is total market strategy?

A

Integrating ethnic themes and cross-cultural perspectives within a brand’s mainstream marketing, appealing to consumer similarities across subcultural segments rather than differences

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46
Q

Beyond targeting subcultural segments with specially tailored
efforts, what do many marketers now embrace?

A

Total market stragtegy

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47
Q

What is an example of total market strategy?

A

General-market commercials for brands such as Cheerios and IKEA that feature interracial and blended families and couples

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48
Q

A total market approach appeals to
consumer ________ across subcultural segments rather
than __________

A

similarities, differences

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49
Q

How does Toyota use a total market strategy?

A

Includes both ads targeting specific subcultural segments and cross-cultural ads aimed at the general market

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50
Q

What is an example of a Toyota ad targeting a specific subcultural segment?

A

“Captivating”: bond between Chinese American father and daughter as
they share tech features of their new
Camry, (emphasizing the importance of family and technology to Asian American consumers)

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51
Q

What is an example of a cross cultural Toyota ad using the total market strategy?

A

Sensations” campaign: mainstream ads prepared by Toyota’s general-market ad agency. Appeal “the total transcultural market.”
Use a diverse mix of actors and environments under a single, overall theme that focuses on shared, cross-cultural consumer values rather than cultural differences.

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52
Q

How do people react to Toyota’s ads using a total marketing strategy beneficial?

A

“People like to see people
of all ethnicities in what they’re seeing because that’s the life they’re living in most of the U.S. today,”

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53
Q

How do people react to Toyota’s ads targeting specific subcultures (ex: ethnicity)?

A

“If a person of any group is looking for communica-tion that is like them, that looks like them specifically, the good news is because of the breadth of something like a Camry campaign, they can find it.”

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54
Q

What is social class?

A

Relatively permanent and ordered
divisions in a society whose members share similar values, interests, and behaviours.

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55
Q

Almost every society has some form of _________ structure

A

Social class

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56
Q

What are the 7 different American social classes social scientists have identified?

A
  1. Upper-upper class
  2. Lower-upper class
  3. Upper-middle class
  4. Middle class
  5. Working class
  6. Upper-lower class
  7. Lower-lower class
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57
Q

How do Canada’s social classes differ from those of America?

A

Social class in Canada is not well-defined as that of our neighbours to the south and most Canadians like to define themselves as middle-class.

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58
Q

How is social class determined? Is it determined by a singular factor?

A

Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth, and other variables.

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59
Q

Are all social systems flexible in position?

A

In some social systems, members of different classes are reared for certain roles and cannot change their
social positions

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60
Q

Are the lines between social classes in the United States and Canada, fixed and rigid?

A

No, people can move to a higher social class or drop into a lower one.

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61
Q

Why are marketers interested in social class?

A

Because people within a given social class tend to exhibit similar buying behaviour.

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62
Q

Social classes show distinct product and brand preferences in what areas?

A

Clothing, home furnishings, travel and leisure activity, financial services, and automobiles.

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63
Q

What are reference groups?

A

A group that serves as direct or
indirect point of comparison or
reference in forming a person’s
attitudes or behaviour.

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64
Q

What are opinion leaders?

A

A person within a reference group who, because of special skills, knowledge, personality, or other
characteristics exerts social influence on others.

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65
Q

What are membership groups?

A

Groups that have a direct influence and to which a person belongs are

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66
Q

What is the difference between membership groups and reference groups?

A

Membership: group which person belongs to
Reference group: people often are influenced by reference groups to which they do not belong

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67
Q

What is an aspirational group?

A

A type of reference group. Is one to which the individual wishes to belong. Ex: young basketball player hopes to someday emulate Raptor’s Kyle Lowry and win an NBA championship.

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68
Q

Marketers try to identify what type of groups of their target markets (in the context of social group)?

A

The reference groups of their target markets

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69
Q

What do reference groups expose a person to?

A

New behaviours and lifestyles, influence the person’s attitudes and self-concept, and create pressures to conform that may affect the person’s product and brand choices

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70
Q

How does the importance of group influence vary, and when does it tend to be the strongest?

A

Varies across products and brands. Strongest when the product is visible to others whom the buyer respects

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71
Q

Who do marketers of brands subjected to strong group influence want to try and figure out how to reach?

A

Opinion leaders

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72
Q

Why do markets try to identify opinion leaders for their brands?

A

Direct marketing efforts toward them

73
Q

What is word-of-mouth influence?

A

The impact of personal words and recommendations of trusted
friends, family, associates, and
other consumers on buying behaviour

74
Q

What is influencer marketing?

A

Enlisting established influencers or
creating new influencers to spread
the word about a company’s brands.

75
Q

Why can word-of-mouth influence have a powerful impact on consumer buying behaviour?

A

Personal words and recommendations of trusted friends, family, associates, and other consumers tend to be more credible than those coming from commercial sources, such as advertisements or salespeople.

76
Q

How does more word-of-mouth influence occur?

A

Happens naturally: Consumers start chatting about a brand they use or feel strongly about one way or the other

77
Q

Is word-of-mouth influence out of marketer’s control?

A

Rather than leaving it to chance, marketers can help to create positive conversations about their brands.

78
Q

What is an example of influencer marketing?

A

CoverGirl has built its “I Am What I Make Up” ad campaign around a new, diverse team of well-known “badass” brand influencers. Includes Katy Perry; Issa Rae, star of the HBO series Insecure; Food Network host Ayesha Curry; fitness guru Massy Arias; 69-year-old model Maye Musk; and professional motorcycle racer Shelina Moreda

79
Q

What are online social networks?

A

Online social communities—blogs,
online social media, brand communities, and other online
forums—where people socialize or exchange information and opinions

80
Q

Instead of using influencer marketing, how are other marketers shaping influence?

A

By tapping into the online social networks

81
Q

What are examples of blog sites?

A

Mashable, Engadget, Gizmodo

82
Q

What are examples of message boards?

A

Craigslist

83
Q

What are examples of social media sites?

A

Facebook, Twitter, YouTube, Instagram, Snapchat, LinkedIn

84
Q

What are examples of communal shopping sites?

A

Amazon.com and Etsy

85
Q

Why are marketers working to harness the power of these social networks and other “word-of-web” influence opportunities?

A

To promote their products and build closer customer relationships. They hope to use digital, mobile, and social media to become an interactive part of consumers’ conversations and lives.

86
Q

What do many influencer marketing campaigns involve?

A

Building relationships with the
army of self-made influencers already plying the internet, from social media personalities to independent bloggers.

87
Q

What is the key to using influencers from online social networks for influencer marketing campaigns?

A

Find online influencers who have strong networks of relevant followers, a credible voice, and a good fit with the brand.

88
Q

What is an example of an effective influencer marketing campaign?

A

Target apparel line Art Class, designed by kids for kids, leaned heavily on popular young online influencers for design inspiration and
marketing. Loren Gray, Nia, Jacob Martin shared stories online to their audiences about the joys of working with Target to create the line

89
Q

How do other companies use online influencers and turn them into brand advocate?

A

Climbers and skiers blogging for Patagonia, bikers blogging for Harley-Davidson, and foodies blogging for
Whole Foods Market or Trader Joe’s. And companies such as P&G, McDonald’s, Walmart, and Disney work closely with influential “mom bloggers”

90
Q

Although much current influencer marketing discussion focuses on digital, mobile, and social media, where do most brand conversations still take place?

A

The old-fashioned way—face to face

91
Q

What do effective word-of-mouth marketing programs usually begin with?

A

Generating person-to-person brand conversations and integrating both offline and online social influence strategies.

92
Q

What is the goal of generating in person brand convos and integrating offlice and online social influence strategies?

A

To get customers involved with brands, turn them into brand advocates, and help them share their brand passions and experiences with others in both their real and digital worlds

93
Q

How do family members strongly influence buyer behaviour?

A

The family is the most important membership reference group and consumer buying organization in
society.

94
Q

Why have family members influences in consumer behaviour been researched extensively?

A

Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services.

95
Q

How does husband–wife involvement vary?

A

Varies widely by product category and by stage in the buying process. Buying roles change with evolving consumer lifestyles.

96
Q

Give an example of buying roles changing with evolving consumer lifestyle.

A

In Canada and the United States, the wife traditionally was considered as main purchasing agent for the family in the areas of food, household products, and clothing. More women now working outside the home and the willingness of husbands to do more of the family’s purchasing, all has changed in recent years. 41% of men are now the primary grocery shoppers in their households, 39% handle most of their household’s laundry, and about 1/4 say they are responsible for all of their household’s cooking

97
Q

What is an example of women’s influence changing in markets where the main purchasing agent was traditionally men?

A

Today women outspend men 3 to 2 on new technology purchases and influence more than 80% of all new car purchases.

98
Q

What do the shifting roles of husband-wife involvement signal?

A

A new marketing reality.

99
Q

What does a new marketing reality mean for marketers?

A

Marketers in industries that have traditionally sold their products to either only women or only men—from groceries and personal care products to cars and consumer electronics—are now carefully targeting the opposite sex

100
Q

What’s an example of marketers in industries now carefully targeting the opposite sex?

A

General Mills “How to Dad” campaign
for Cheerios presents a dad as a multitasking superhero around the house, a departure from the bumbling dad stereotypes often shown in food ads

101
Q

How do children have a strong influence on family buying decisions?

A

In Canada and the U.S., kids and tweens influence up to 80% of all
household purchases, to the tune of US$1.2 trillion of spending annually.

102
Q

How have teens specifically reportedly influenced family buying decisions?

A

Weigh in heavily on everything from where they eat out (95%) and take vacations (82%) to what mobile devices they use (63%) and cars they buy (45%).

103
Q

What’s an example of marketers across a wide range of industries
recognizing such family influences in their marketing programs?

A

Honda’s Odyssey minivan, titled “Keep the Peace,” touts innovative features that satisfy the entire family.

“When kids are happy, parents are happy, so the goal of this new campaign is to communicate that the all-new Honda Odyssey has the
connectivity, functionality, flexibility, and fun-to-drive handling to keep everyone in the family happy”

104
Q

What are the different types of groups a person may belong to?

A

Family, clubs, organizations, online communities

105
Q

What does the term roles and status refer to?

A

The person’s position in each group they belong to

106
Q

What is a role?

A

Consists of the activities people are expected to perform according to the people around them.

107
Q

What does the status each role carry reflect?

A

Reflecting the general esteem given to it by society.

108
Q

How do people usually choose products appropriate to their roles and status?

A

Working mothers roles: In her company, she may play the role of a
brand manager (buys clothes that reflect status in company); in her family, she plays the role of wife and mother; at her favourite sporting events, she plays the role of avid fan (may wear clothing to support her fav team)

109
Q

A person has many needs at a given time. What 2 types of needs can they be categorized as? (in the context of motivational factors)

A
  1. Biological
  2. Psychological
110
Q

What are biological needs?

A

Needs arising from states of tension such as hunger, thirst, or discomfort

111
Q

What are psychological needs?

A

Arising from the need for recognition, esteem, or belonging

112
Q

When does a need become a motive?

A

When it is aroused to a sufficient level of intensity

113
Q

What is a motive (drive)?

A

A need that is sufficiently pressing
to direct the person to seek satisfaction of the need

114
Q

What are the 2 most popular theories of human motivation developed by psychologists?

A
  1. Sigmund Freud
  2. Abraham Maslow
115
Q

What did Freud assume about people’s behaviours?

A

That people are largely unconscious about the real psychological forces shaping their behaviour

116
Q

What did Freud’s theory on needs suggest?

A

That a person’s buying decisions are
affected by subconscious motives that even the buyer may not fully understand.

117
Q

What is an example of an application of Freud’s theory?

A

Aging baby boomer who buys a sporty BMW convertible might explain that he simply likes the feel of the wind in his thinning hair. At a deeper level, he may be trying to impress others with his success. At a still deeper level, he may be buying the car to feel young and independent again.

118
Q

Why do many companies employ teams of psychologists, anthropologists, and other social scientists to carry out motivation research?

A

Because consumers often don’t know or can’t describe why they act as they do.

119
Q

What is motivational research?

A

Probes the subconscious motivations under-lying consumers’ emotions and behaviours toward brands.

120
Q

What is an example of motivational research?

A

Ad agency routinely conducts one-on-one, therapy-like interviews to delve the inner workings of consumers.
Company asks consumers to describe their favourite brands as animals or cars (say, a Mercedes versus a Chevy) to assess the prestige associated with various brands.

121
Q

What techniques do some motivational researches rely on?

A

Hypnosis, dream therapy, or soft lights and mood music to plumb the murky depths of consumer psyches

122
Q

How are techniques such as hypnosis, dream therapy, or soft ambience seen as by some marketers?

A

Such projective techniques might seem pretty goofy, and some marketers dismiss such motivation research as mumbo jumbo

123
Q

What is interpretive consumer research?

A

Marketers using touchy-feely approaches (hypnosis, dream therapy, or soft lights and mood music) to dig deeper into consumer psyches and develop better marketing strategies

124
Q

What did Maslow want to research and explain about people’s needs?

A

Why are people driven by particular needs at particular times? Why does one person spend a lot of time and energy on personal safety and another on gaining the esteem of others?

125
Q

What was Maslow’s explanation on people’s motivation to fulfill certain needs?

A

That human needs are arranged in a hierarchy (Maslow’s hierarchy of needs)

126
Q

What are the 5 levels of Maslow’s hierarchy of needs from the most pressing at the bottom to the least pressing at the top

A
  1. Self-actualization
  2. Esteem
  3. Social
  4. Safety
  5. Physiological (NOT PSYCHOLOGICAL)
127
Q

What does Maslow’s Hierarchy of needs explain?

A

A person tries to satisfy the most important need first. When that need is satisfied, it will stop being a motivator, and the person will then try to satisfy the next most important need

128
Q

What is an example of Maslow’s hierarchy of needs?

A

Starving people (physiological needs) will not take an interest in the latest happenings in the art world (self-actualization needs) nor in how they are seen or esteemed by others (social or esteem needs) nor even in whether they are breathing clean air (safety needs). As each important need is satisfied, the next most important need will come into play

129
Q

What are examples of physiological needs?

A

Hunger, thirst

130
Q

What are examples of safety needs?

A

Security, protection

131
Q

What are examples of social needs?

A

Sense of belonging, love

132
Q

What are examples of esteem needs?

A

Self-esteem, recognition, status

133
Q

What are examples of self-actualization needs?

A

Self-development and realization

134
Q

What is perception?

A

The process by which people select, organize, and interpret information to form a meaningful picture of the world.

135
Q

A motivated person is ready to _____

A

Act

136
Q

How a motivated person acts is influenced by?

A

His or her own perception of the situation

137
Q

How does everyone learn from flow of information through the 5 senses?

A
  1. Sight
  2. Hearing
  3. Smell
  4. Touch
  5. Taste
138
Q

How do people interpret the info from the 5 senses in different ways?

A

Each of us receives, organizes, and interprets this sensory information in an individual way

139
Q

What are the 3 perceptual processes that are the reason why people can form different perceptions of the same stimulus?

A
  1. Selective attention
  2. Selective distortion
  3. Selective retention
140
Q

How much stimuli are people exposed to every day?

A

A huge number of stimuli
Ex: Exposed to an estimated 3000 to 10 000 ad messages daily—from TV and magazine ads to billboards to social media ads and smartphone posts.

141
Q

Are we able to pay attention to all the stimuli we’re exposed to on a daily basis?

A

People can’t possibly pay attention to all the competing stimuli surrounding them.

142
Q

What is selective attention?

A

The tendency for people to screen out most of the information to which they are exposed—means that marketers must work especially hard to attract the consumer’s attention.

143
Q

Do all noticed stimuli come across in the same intended way?

A

Even noticed stimuli do not always come across in the intended way. Each person fits incoming info into an existing mindset.

144
Q

What is selective distortion?

A

The tendency of people to interpret information in a way that supports what they already believe. People also will forget much of what they learn. They tend to retain information that supports their attitudes and beliefs.

145
Q

What is selective retention?

A

Means that consumers are likely to remember good points made about a brand they favour and forget good
points made about competing brands

146
Q

What must marketers do because of selective attention, distortion, and
retention?

A

Work hard just to get their messages through

147
Q

Although most marketers worry about whether their offers will be
perceived at all, what do consumers worry about?

A

Worry that they will be affected by marketing messages without even knowing it—through subliminal advertising

148
Q

What is a research study that was done to try and prove subliminal advertising?

A

Research flashed phrases like “eat more popcorn” and “drink more coke” for 1/300th of a second in movies at theatres, so it was not enough for the viewers to consciously recognize the messages. However, they absorbed the message subconsciously and 58% more popcorn and 18% more Coke

149
Q

What was a result of the subliminal advertising study?

A

Suddenly advertisers and consumer-protection groups became intensely interested in subliminal perception.

150
Q

Were the results from the subliminal advertising study true?

A

No, the data was made up by the researchers but some consumers still
fear that they are being manipulated by subliminal messages

151
Q

What have numerous studies by psychologists and consumer researchers have found about subliminal advertising?

A

Have found little or no link between subliminal messages and consumer behaviour

152
Q

Even with recent brain-wave studies finding that in certain circumstances, our brains may register subliminal messages, why is subliminal advertising not used?

A

Tt appears that subliminal advertising simply doesn’t have the power attributed to it by its critics. Moreover, mainstream marketers simply don’t insert such messages into their advertising content.

153
Q

What ad did the American Association of Advertising Agencies
make to poke fun at subliminal advertising?

A

“So-called ‘subliminal advertising’ simply doesn’t exist,” says the ad. “Overactive imaginations, however, most certainly do.”

154
Q

What is learning?

A

Changes in an individual’s behaviour arising from experience

155
Q

When people act they _______

A

Learn

156
Q

What do learning theorists say about human behaviour?

A

That most human behaviour is learned

157
Q

Learning occurs through the interplay of what 5 things?

A
  1. Drives
  2. Stimuli
  3. Cues
  4. Responses
  5. Reinforcement
158
Q

What is a drive (in the context of learning)?

A

A strong internal stimulus that calls for action

159
Q

In the context of learning, when does a drive become a motive?

A

When it is directed toward a particular stimulus object

160
Q

What is an example of a drive becoming a motive in the context of learning?

A

A person’s drive for self-actualization
might motivate him or her to look into buying a camera.

161
Q

What are cues?

A

Minor stimuli that determine when, where, and how the person responds.

162
Q

What is an example of cues influencing a consumer’s shopping experience?

A

The camera buyer might spot several camera brands in a shop window,
hear of a special sale price, see buyer reviews on Amazon.ca, or discuss cameras with a friend

These are all cues that might influence a consumer’s response to his or her interest in buying the product.

163
Q

In the example of buying a camera, what happens if the consumer buys a Nikon camera and the experience is rewarding?

A

Consumer will probably use the camera more and more, and his or her response will be reinforced

164
Q

In the camera example, after the consumer’s response is reinforced, what will happen next time they shop for a camera?

A

Next time they shop for a camera, or for binoculars or some similar product, the probability is greater that they will buy a Nikon product.

165
Q

What is the practical significance of learning theory for marketers?

A

Can build up demand for a product by associating it with strong DRIVES, using MOTIVATING CUES, and providing positive REINFORCEMENT.

166
Q

What is a belief?

A

A descriptive thought that a person holds about something

167
Q

What is an attitude?

A

A person’s consistently favourable or unfavourable evaluations, feelings, and tendencies toward an object or idea.

168
Q

What do people acquire through doing and learning?

A

Beliefs and attitudes. These, in turn, influence their buying behaviour

169
Q

What may beliefs be based on?

A

Real knowledge, opinion, or faith and may or may not carry an emotional charge.

170
Q

Why are marketers interested in the beliefs that people formulate about specific products and services?

A

Because these beliefs make up product and brand images that affect buying behaviour

171
Q

What can marketers do some beliefs about a product or service is wrong and prevent purchase?

A

Marketers will want to launch a campaign to correct them

172
Q

What are some of the things people have attitudes on?

A

Attitudes regarding religion, politics, clothes, music, food, and almost everything else

173
Q

What frame of mind can attitude put people in?

A

Of liking or disliking things, of moving toward or away from them.

174
Q

Going back to the camera example, what are some attitudes the buyer may have in mind? What brand of camera would fit well?

A

“Buy the best,” “The Japanese make
the best camera products in the world,” and “Creativity and self-expression are among the most important things in life.” If so, the Nikon camera would fit well into the consumer’s existing attitudes

175
Q

Are attitudes easy to change?

A

No, attitudes are difficult to change. A person’s attitudes fit into a pattern; changing one attitude may require difficult adjustments in many others.

176
Q

Instead of attempting to change attitudes, what should companies do?

A

A company should usually try to fit its products into existing attitude patterns

177
Q

What are the exceptions in which a brand calls for changing attitudes?

A

Repositioning or extending a brand. So does introducing an innovative
new brand that counters conventional thinking.

178
Q

What is an example of introducing an innovative new brand that calls for changing attitudes?

A

Changing consumer attitudes and
beliefs can be difficult. But Beyond Meat is off to a good start with its plant-based meat products. The Beyond Burger “cooks like a beef patty. It sizzles, it oozes. And sizzle, we know, is what sells

MOS 1021 Unit #9 (1 decks)

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