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
Under what 3 circumstances do people tend to use extensive problem solving?
When purchases:
1. Are expensive
2. Have great personal consequences
3. Reflect one’s social image
(ex: buying a car)
Is there a product that always uses a certain problem solving?
No, it depends on person’s way of thinking, but they do lean in a certain direction.
What percentage of our behavior is habitual (irrational)?
About 85%
How do the types of problem solving relate to celebrity endorsers?
Celebrity endorsements are weak arguments. They don’t really work with extensive problem solving because it is such a big purchase. It works for limited and routine problem solving because we don’t really care that much and we aren’t attentive to whether an argument is sound or not.
the individual character evidenced by a person’s thoughts, feelings, and behavior.
personality
the idea a person has about their appearance, abilities, or personality.
self-image
How you view your self-image
self concept
What are the two ways to define yourself?
Traits and roles
adjectives used to describe yourself (funny, caring, loyal, etc.)
traits
things that you are a part of. (Auburn student, child, sibling, sorority member, church member, etc.)
roles
T or F: In relation to defining yourself in terms of traits or roles, these two ways will push you in different directions.
True
Which describes traits and which describes roles?
1. thinking in terms of how you’re connected to other people.
2. thinking about yourself as an individual separated from other people.
- roles
- traits
What is another way besides traits and roles to classify people into different groups?
Whether you 1.) think or respond to ACTUALIZED versions of a self-image or 2.) IDEALIZED versions of a self image.
Whether we respond to actualized versions of a self-image or idealized versions of a self-image is dependent on _____ _______.
self esteem
People with (low self esteem/high self esteem) respond more to idealized forms of marketing. People with (low self esteem/high self esteem) respond more to actualized versions of a self-concept.
- low self esteem
- high self esteem
T or F: Generally, the actualized form of self-concept should be used in marketing.
False; it depends on self-esteem
the process by which a person filters information.
selective perception
What are the 3 forms/categories of selective perception?
- Selective attention → How we pay attention
- Selective interpretation → How we interpret
- Selective retention → How we remember
The selective perception categories relate to marketing phenomena because they are the process by which a person ______ _____ and it can _______ ________ how you buy something.
filters information; heavily influence
Is consumer purchasing typically rational or irrational?
Irrational (over half of our purchasing decisions are irrational)
groups that you belong to (symbolically or officially) that can influence what you do and buy. It can be an official membership or not.
reference groups (the video example of all the frat guys wearing new balances)
Group membership can have an influence on purchases through ______ _______ and ________. Groups of friends, coworkers, and members of organizations in general often share information and emulate the purchasing behaviors of other members.
shared interests; behaviors
A lot of people are a part of many reference groups.
What are the 4 factors that help us determine which reference group is influential?
- Salience
- Importance ( the more important a group is to me, the more likely I will want to buy)
- Motive (we have underlying motives operating at almost all times inside us)
- Threat (if something threatens the group, if i’m likely to defend it, i’m likely to be influenced by it.)
the quality of being particularly noticeable or important
salience (ex: for college groups, when you’re a student you’re salient because you’re a part of it all the time)
On September 11, the terrorist attack happened on America, and as a result, September 12 was the biggest day ever for American flag sales in the country. Which factor of reference groups influenced this purchase?
Threat
Motive is broken into two groups: having a need for ________ and a need for _________.
What is the hard part about this?
- belonging; uniqueness
- Hard part about this: we’re trying to satisfy both simultaneously. You want to be in a group so you don’t feel isolated, but you don’t want to get lost in the group to where you lose your edge and want to be recognized as an individual.
Which is bigger, in terms of overall money spent: consumer or business markets?
business markets
Organizational purchases (businesses) typically are (larger/smaller), more _________, involve (more/less) people, are more _________ , emphasize ________ more, and are more _______ overall.
larger; formalized; more; relational; service; complex
Are consumer or business markets bigger?
Consumer markets; business markets are typically small
When does consumer buying start to look like business buying?
When buying a car or house (when it’s a difficult process)
the group that makes a purchase decision for a business; not a formal group; more like who ends up being influential (may be one person in multiple roles depending on the size of the business).
Buying center
T or F: Organizational buying is purely rational.
False; Businesses are filled with people, and people are irrational.
Who are the 6 types people buying centers include?
- Users
- Gatekeepers
- Initiators
- Buyers
- Deciders
- Influencers
