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Marketing Communications > Chapter 4 > Flashcards

Chapter 4 Flashcards

1
Q

What is consumer behaviour?

A

The process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires

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2
Q

What are the stages of consumer decision making?

A
  1. Problem recognition
  2. Information search
  3. Alternative evaluation
  4. Purchase decision
  5. Post-purchase evaluation
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3
Q

What is problem recognition?

A

Occurs when the consumer perceives a need and becomes motivated to solve the problem

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4
Q

What are the sources of problem recognition?

A
  • Out of stock
  • Dissatisfaction
  • New needs/wants
  • Related products/purchases
  • New products
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5
Q

What is the hierarchy of needs?

A

Theory that postulates five basic level of human needs

  1. Physiological
  2. Safety
  3. Social/Love and Belonging
  4. Esteem
  5. Self-actualization
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6
Q

What are criticisms of the psychoanalytic theory?

A
  • Too vague
  • Unresponsive to the external environment
  • Too reliant on early development of the individual
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7
Q

What is an internal search?

A

An attempt to scan information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives

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8
Q

What are the steps of the selective perception process?

A
  1. Selective exposure
  2. Selective attention
  3. Selective comprehension
  4. Selective retention
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9
Q

What is subliminal perception?

A

The ability to perceive a stimulus that is below the level of the conscious awareness

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10
Q

What is an evaluative criteria?

A

The dimensions or attributes of a product or service that are used to compare different alternatives

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11
Q

What are functional consequences?

A

Concrete outcomes of product or service usage that are tangible and directly experienced by consumers

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12
Q

What are psychosocial consequences?

A

Abstract outcomes that are intangible, subjective and personal experiences by consumers

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13
Q

What are integration processes?

A

The way product knowledge, meanings and beliefs are combined to evaluate two or more alternatives

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14
Q

What is the Affect Referral Decision Rule?

A

A type of heuristic in which consumers make a selection on the bases of an overall impression or summary evaluation of the various alternatives under consideration

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15
Q

Do consumers always engage in all five steps of the purchase decision making process?

A

No

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16
Q

What is classical conditioning?

A

An assumption that learning is an associative process with an already existing relationship between a stimulus and a response

17
Q

What is operant conditioning?

A

An approach where the individual must actively operate or act on some aspect of the environment for learning to occur

18
Q

What are the environmental influences on consumer behaviour?

A
  • Culture
  • Subculture
  • Social class
  • Reference groups
  • Situational determinants
19
Q

What is purchase intention?

A

The predisposition to buy a certain brand or product

20
Q

Turning the radio station when an ad comes on is called?

A

Selective exposure

21
Q

Reading only a specific part of a newspapers is called?

A

Selective attention

22
Q

What are the McDonald’s arches, the Energizer Bunny and the Peanut Man examples of?

A

Mnemonics

23
Q

Buying Coca Cola, Mountain Dew and Minute Maid but no other brand is called?

A

An evoked set

24
Q

What is a construct or notion that represents a consumers feelings/evaluation of an object?

A

Attitude

25
Q

What does NFC stand for and what is an example?

A

Near Field Communication

- Spray near the Cinnabon store that entices the consumer to buy cinnamon buns

26
Q

A judgement consumers make with respect to the pleasurable level of consumption related fulfilment is known as?

A

Satisfaction

27
Q

Marketers strive to develop/maintain brand loyalty by doing all of the following except?

a) Keep brand names in front of consumers
b) Reducing reminding advertising expenditures
c) Maintain prominent shelf positions and displays
d) Running periodic promotions

A

d) Reducing reminding advertising expenditures

28
Q

What is a mnemonic?

A

Symbols, rhymes, associations and images that assist in the learning and memory process

Marketing Communications (6 decks)

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