Chapter 2 - Consumer Buying Behavior Flashcards
What are the six stages in the iterative Consumer Proposition Acquisition process?
- Motive development
- Information gathering
- Proposition evaluation
- Proposition selection
- Acquisition/purchase
- Re-evaluation
What are the three categories that might influence us during the Consumer Proposition Acquisition process?
- Key influencers: unlikely to know the consumer personally but have their own blogs or huge number of social media followers.
- Social influencers: people within the consumer’s social network, who they might know personally or who comments in twitter feeds/blogs.
- Known peer influencers: can be family members or part of the consumer’s “inner circle”. The most persuasive.
What is perception?
The cognitive impression of reality, which in turn influences the individual’s actions and behaviours.
What are some theories of human learning?
- Classical conditioning. We learn by associating one thing with another. This is frequently used in marketing, for example through jingles.
- Operant conditioning. Learning through behavioural reinforcement, such as punishments or rewards.Supermarkets use this by giving points for purchases, so you are more likely to come back.
- Social learning. We learn by observing others’ behaviors. Marketers thus need to consider what role models the target group has, such as parents, athletes, entertainers.
What are some memorisation processes that affect consumer choice?
- Recognition and recall. Unique messages are recognised more, but recalled less.
- The importance of context. Information available in memory will be inaccessible in the wrong context.
- Form of object coding and storage. We store information in the form it is presented to us, either by object (brand) or dimension (offering attribute). There is no evidence that one is better than the other.
- Load-processing effects. We have a harder time processing information from short-term to long-term memory when given a great deal of information at once.
- Input mode effects. Where the two compete for attention, short-term recall of sound is stronger than short-term recall of visual input.
- Repetition effects. Recall and recognition of marketing messages increase with increased exposure, even though it is a decrease in the marginal effect.
What is the Trait Approach?
People are classified into different personality types. They are:
- Extraversion (social)
- Openness (creative)
- Conscientiousness (careful)
- Neuroticism (nervous)
- Agreeableness (sympathetic)
What is the self-concept approach?
How we perceive ourselves as consumers and how brands relate to that perception. Marketers can also shape this by creating desirable identities.
What is the difference between opinions, attitudes and values?
Opinions are instant responses to questions, based on thoughts. We are more convinced of Attitudes over a longer duration, and are more likely to influence behaviour, linked to our emotional state. Values are held even more strongly, and are linked to our conscience; motivation and behaviour.
What are some characteristics that marketers can focus on concerning consumers?
- Social grade (socio-economy)
- Lifestyle
- Life stage
- Culture and ethnic groups
What are the four main strategies to use when there are ethnic marketing opportunities?
- Total standardization. Use the existing marketing mix without modifying it to the ethnic market - difficult.
- Product adaptation. Use existing marketing mix, but adapt product to the ethnic market in question.
- Advertising adaptation. Use the current marketing mix, but adapt the advertising - particularly use of language. Promote the product with associations more resonant with the ethnic audience.
- Ethnic marketing. Use a totally new marketing mix.
What happens in the Motive Development stage in the CPA process?
Recognition of a need that is to be satisfied, or a problem that must be solved. Can be both internally or externally driven. Marketers can convince customers of a need that needs to be satisfied, for example through ads that make you realize this.
What happens in the Information gathering stage in the CPA process?
Collecting information that shapes the purchasing decision - seek alternative ways to solving our problems. Researching the purchase by reflecting on what we already know and supplementing it with extra information if needed. The search may be active (overt search) or passive.
What happens in the Proposition evaluation stage in the CPA process?
Evaluating your options. Can be based on emotional or rational values. We consider the different alternatives and what criteria to base the selection on.
What happens in the Proposition selection stage in the CPA process?
Selecting the “best” option. An obstacle might pop up and cause you to choose another option than the one you initially intended to buy. This can be availability (sold out), price changes, etc. This selection does not have to be the exact same offering as we then actually buy; we can decide what we are going to buy in-store, but then actually order it online.
What happens in the Acquisition/purchase stage in the CPA process?
The actual acquisition/purchase of the product. The purchasing experience may differ depending on how high/low involvement we have, and how high/low level of effort we put into the purchasing process. Involvement also affects how we perceive price, etc.
