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Consumer Behavior > Chapters 1-4 > Flashcards

Chapters 1-4 Flashcards

understand and be able to explain each concept

1
Q

What does STP stand for?

A

Segment, Target, Position

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2
Q

What is consumer behavior?

A

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desire.

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3
Q

stages of consumption process

A
  • identify segmentation variables & segment the market
  • develop the profiles of segment
  • evaluate the attractiveness of each segment
  • select the target segment
  • identify the possible positioning concepts
  • select, develop, & communicate the chosen positioning concept
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4
Q

demographics

A 
age
income
gender
income
race
geography
lifestyles
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5
Q

motivation: need vs want

A

need: a necessity for survival. basic needs
want: created by exterior forces and drives consumer

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6
Q

Consumer buying process

A 
identify need
select
purchase
use
dispose
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7
Q

role theory

A

consumer behavior resembles actions

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8
Q

self concept

A

helps establish the consumers identity

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9
Q

nostalgic

A

links to past

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10
Q

interdependence

A

product is a part of the users daily routine

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11
Q

love

A

bonds of passion

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12
Q

market regulation

A

corrective advertising: the company must inform consumers about previous messages that were wrong and misleading

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13
Q

consumerism

A

culture jamming: company’s efforts to dominate cultural landscape

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14
Q

market access: disabilities

A

adults in the US with disabilities that prevents the ability to find, purchase goods, & services

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15
Q

market access: food desert

A

the person lives too far from a grocery store. high quality foods are not available. – fast food // trash

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16
Q

Market access: media literacy

A

cannot analyze media and information that is presented

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17
Q

market access: media illiteracy

A

literally cant read

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18
Q

green marketing

A

companies use products that are environmentally friendly

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19
Q

greenwashing

A

companies know about damage done to environment and stretch the truth and marketed as “green”

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20
Q

financial bottom line

A

profits for stakeholders

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21
Q

social bottom line

A

return profits to communities

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22
Q

environmental bottom line

A

minimize damage done to the enviornment

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23
Q

consumer terrorism

A

toxins placed in products for consumers to ingest

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24
Q

addictive consumption

A

physically or mentally dependent on product to go about their everyday lives.

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25
Q

compulsive consumption

A

addicted to purchasing products

26
Q

phantom vibration syndrom

A

reaching for phone because vibration is felt. didnt really happen

27
Q

anticonsumption

A

targeting large companies because the promote unhealthy or unethical acts

28
Q

sensation

A

stimuli interact with our 5 senses

29
Q

perception

A

how we interpret these sensations

30
Q

hedonic consumption

A

emotional aspects that we encounter with products

31
Q

sensory marketing

A

senses play a role into the consumers experience

32
Q

haptic senses

A

being able to touch

33
Q

subliminal techniques: embeds

A

figures that are inserted to suggest possible sexual innuendos

34
Q

subliminal techniques: subliminal auditory perception

A

sound, music, voice placed in advertising

35
Q

stimulus selection factors

A

size, color, position, novelty

36
Q

interpretation

A

the meaning we assign to stimuli based on pre-existing schema

37
Q

semiotics

A

The correspondence between signs & symbols and their meaning

38
Q

perceptual position

A

functional attributes + symbolic attributes = brand perceptions. perceptual map – where the brand is placed in our head. first thing that comes to mind

39
Q

examples of positioning

A 
price leadership
lifestyle
attributes
product class
occasions
users
quality
40
Q

classical conditioning

A

involuntary response - stimulus elicits a response.

41
Q

instrumental conditioning

A

repetition & exposure creates association. (dog and bell for food)

42
Q

family branding

A

company creates a family of products.

axe body wash, spray, hair gel, shaving cream

43
Q

fixed interval

A

seasonal sales

44
Q

variable interval

A

secret shopper

45
Q

fixed ratio

A

frequent flier miles = urges consumer to buy more

46
Q

variable ratio

A

slot machines

47
Q

gamification

A

game like features to sell product

48
Q

cognitive learning: observational learning

A

observed behaviors are saved and repeated when necessary

49
Q

observational learning process

A 
attention
retention
production processes
motivation
= 
observational learning
50
Q

memory process

A

touch, attention, short term memory, elaborative rehearsal, long term memory.

51
Q

levels of knowledge

A

individual nodes = concept
2+ nodes = proposition
3+nodes = schema

52
Q

nodes

A

links of association

53
Q

retrieving information (5)

A 
physiological factors
stimulation factions
viewing environment
post experience
spacing effect - recollection
54
Q

forget

A 
decay
mood/state
intensity
familiarity
visual memory
55
Q

rules of nostalgia

A

consider age range
choose event or style that evokes positive memories
choose an era to associate with brand

56
Q

Incidental learning:

A

Incidental learning: casual, unintentional
acquisition of knowledge (we remember
brand names we don’t even use)

57
Q

too much exposure of a brand can lead to… we get used to seeing the ads

A

habituating // adaptation

58
Q

look alike packaging

A

knock off brands use the similar features to mimic brands

59
Q

positive reinforcement

A

reward

60
Q

negative reinforcement

A

avoid negative outcome

61
Q

extinction

A

discouraged to repeat particular behavior

62
Q

frequency marketing

A

coming often comes with benefits (Starbucks rewards)

Consumer Behavior (2 decks)

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