Chapter 4: Buying Behavior Flashcards
Five step model that can be applied to any exchange as a purchase decision process (whether the exchange is complex, like buying a computer, or simple, such as getting your morning coffee).
General Model of Customer Experience (GMCE)
What are the 5 steps of the General Model of Customer Experience?
- Need recognition
- Information search
- Evaluation of alternatives
- Purchase/choice
- Post-purchase evaluation and behavior
For the following descriptions, match which step of the GMCE it describes:
1. Evaluative criteria; importance weights
2. Commercial vs. personal; consideration set; it’s important to rule out some options in this stage
3. You have to perceive a need (can be really elongated or super fast)
4. You’ve made a decision; Whom,where, when, and how; possible breakdown; decide when and where to buy
5. Satisfaction and cognitive dissonance
- Evaluation of alternatives
- Information search
- Need recognition
- Purchase/Choice
- Post-purchase evaluation and behavior
when you decide on an option and not get it, what is this called? What stage of the GMCE does this fall into?
Breakdown; Purchase/Choice
when you do something, but it doesn’t sit well with you → gives you buyer’s remorse. (ex: getting a tattoo)
cognitive dissonance
What does marketing look like for each of the 5 stages of the GMCE?
- Need recognition → “Have you ever…”
- Information Search → provide a lot of info/description of the product, make sure your product is in a consideration set, referral programs
- Evaluation of Alternatives → show the most important criteria, show how you compare to competitors, hit the value equation hard
- Purchase → give a reason to purchase right now! Show where to purchase– convenience
- Post-purchase → follow-up
What are 3 potential things you will smack into when going from intentions to behavior (of like buying a product)?
- Attitudes of others (Social) (ex: your friends changing your mind, parents saying what are you thinking, why would you buy that? So you don’t anymore)
- Situational factors (Context) (ex: driving to a place but there’s construction where you need to park, so you just go to a different place)
- Determination (Individual) (ex: if you’re determined to do something, you’re more likely to do it)
T or F: All marketing fits into the GMCE model.
False; (ex: Burberry Atomic Commercial with floating people didn’t apply to any stage of the GMCE)
GMCE is a very _______, _______ model for how people buy.
cognitive, rational
a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.
attitude
How stable is an attitude and how easy is it to change?
Very stable and very consistent (not easy to change)
T or F: Attitudes are sticky, or resistant to change, and the stronger the attitude, the more resistant it is to change.
True
Once an attitude is stable, what causes it to change (3 things)
- The stronger the force, the more attitude change is likely.
- Multiple events start to build a stronger force.
- Things that make an attitude seem no longer relevant will make the attitude malleable (ex: putting a sign out that says “under new management”) to get you to reevaluate the company in the current context.
In relation to attitudes, __________ is a powerful ability but hard to do.
consistency
What are the 5 influences of buyer behavior (consumer purchasing)?
- Motivation (Maslow’s Hierarchy of Needs)
- Problem Solving
- Reference Groups
- Personality
- Perception (Selective)
What are the levels of Maslow’s Hierarchy (from bottom to top)
- Physiological
- Safety
- Love/belonging
- Esteem
- Self-actualization
What are the two inherent ideas in Maslow’s Hierarchy of Needs?
- Lower-order needs come first
- Higher-order needs subsume lower-order needs (once lower needs are met, the higher ones are all that matters)
T or F: Referring to Maslow’s Hierarchy of Needs, some products naturally lend themselves to certain needs. However, any product can use any need. Some products may require some creativity to utilize certain needs, but doing so can potentially create a competitive advantage.
True
What are the 3 categories of problem solving?
- Extensive
- Limited
- Routine
(or, central vs. peripheral)
Which each description to the category of problem solving they describe:
1. When you don’t try to choose the best choice; you just choose the one that’s good enough; uses heuristics
2. Stuff you do as a matter of habit (ex: brushing your teeth)
3. Elaboration in thinking, uses evidence and logic for judgements, rejects weak arguments.
- Limited
- Routine
- Extensive
For routine problem solving, explain the following:
1. Type of Thinking:
2. Basis of Judgements:
3. Susceptibility to Arguments:
- Almost no thinking
- Almost no judgements
- Insulated from arguments
For limited problem solving, explain the following:
1. Type of Thinking:
2. Basis of Judgements:
3. Susceptibility to Arguments:
- Short-cuts in thinking
- Uses heuristics for judgements
- Accepts weak arguments
For extensive problem solving, explain the following:
1. Type of Thinking:
2. Basis of Judgements:
3. Susceptibility to Arguments:
- Elaborate thinking
- Evidence and logic for judgements
- Rejects weak arguments
“rules of thumb” that save time and effort by providing shortcuts to more complex decisions (ex: if you’re wanting to buy a product that has high quality, as a rule of thumb you will choose the expensive one over the cheap one)
heuristics
