Chapter 4

Question 1

Segmentation

Answer 1

Def: delineates segments whose members are similar to one another in one or more characteristics but differ from members of other segments

Dimensions: observable/unobservable and General/product specific

Question 2

Activating Process

Answer 2

Def: process of arousal that enables human organisms to be able + willing to perform -> drives human behavior

3 components (EMA): Emotions, Motivation, Attitude

*without activation consumers can’t be targeted to form attitudes and influence buying decision

Strength:
Increases activation: performance will increase at 1st but eventually fall

Potential conflicts:
Motivational: conflicts between motivations & cognitions
Cognitive dissonance: conflicts between different cognitions

Question 3

Motivational conflicts

Answer 3

1. Appetence- appetence: 2 conflicting products are preferred due to different motivations (coca cola)
2. Aversion-aversion: 2 conflicting products are declined due to different motivatoins (BMW & VW)
3. Appetence-aversion: same product is preferred & declined due to different motivations
4. Ambivalence: multiple conflicts

Question 4

Cognitive Process

Answer 4

Def: (info processing) supports activation + includes:

1. Perception + evaluation
2. Learning + memorizing
3. Decisions

Activating P + Cognitive P = behavior

Question 5

Cognitive Dissonance

Answer 5

Def: when an indiv. hold 2 or more elements of knowledge that are relevant to each other but inconsistent with one another

*imprecise theory with little explanatory power

Strength determined by: importance of relevant cognitions, relative attractiveness of discarted alt., cognitive overlap of alt.

Dissonance can be reduced by: changing amount or content cognitions

BUT changing cognitions can be hindered because: change is unpleasant/not possible or previos behavior was satisfying

Question 6

Balance Theory

Answer 6

Def: considers relations among elements a person might perceive as belonging together
-resulting attitude structures = triads

3 Elements: a person (consumer), person’s perception of an attitude obj, another person/obj
*celebrity endorsement (007)

• • • unbalanced

Question 7

Behavior changes when being part of a group

Answer 7

Compliance: change of behavior without change of attitude

Acceptance: change of behavior + attitude

Risk-Shift Effect: group members show greater willingness to consider riskier alt following group discussion (than they would in indiv. decisions)

In-Group-Bias: opinions from group members are rated higher than those of non-members (possible way of reducing cognitive dissonance)

Question 8

Segmentation - Sinus Milleus (Framework)

Answer 8

Traditional Milleu: security + order loving -> postwar generation

Movers + shakers Milleu: unconventional + creative

Liberal intellectual Milleu: fundamentally liberal, enlightened educational elite (self determination)

Dimension
x: basic values y: social status

Question 9

Framing Effect

Answer 9

Brands are frames for products
Products are perceived different due to their background (brands)

Mineral water
Deportation: 6$
Beverage: 1$