Chapters 1-4 Flashcards
understand and be able to explain each concept
What does STP stand for?
Segment, Target, Position
What is consumer behavior?
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.
stages of consumption process
- 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
demographics
age income gender income race geography lifestyles
motivation: need vs want
need: a necessity for survival. basic needs
want: created by exterior forces and drives consumer
Consumer buying process
identify need select purchase use dispose
role theory
consumer behavior resembles actions
self concept
helps establish the consumers identity
nostalgic
links to past
interdependence
product is a part of the users daily routine
love
bonds of passion
market regulation
corrective advertising: the company must inform consumers about previous messages that were wrong and misleading
consumerism
culture jamming: company’s efforts to dominate cultural landscape
market access: disabilities
adults in the US with disabilities that prevents the ability to find, purchase goods, & services
market access: food desert
the person lives too far from a grocery store. high quality foods are not available. – fast food // trash
Market access: media literacy
cannot analyze media and information that is presented
market access: media illiteracy
literally cant read
green marketing
companies use products that are environmentally friendly
greenwashing
companies know about damage done to environment and stretch the truth and marketed as “green”
financial bottom line
profits for stakeholders
social bottom line
return profits to communities
environmental bottom line
minimize damage done to the enviornment
consumer terrorism
toxins placed in products for consumers to ingest
addictive consumption
physically or mentally dependent on product to go about their everyday lives.
compulsive consumption
addicted to purchasing products
phantom vibration syndrom
reaching for phone because vibration is felt. didnt really happen
anticonsumption
targeting large companies because the promote unhealthy or unethical acts
sensation
stimuli interact with our 5 senses
perception
how we interpret these sensations
hedonic consumption
emotional aspects that we encounter with products
sensory marketing
senses play a role into the consumers experience
haptic senses
being able to touch
subliminal techniques: embeds
figures that are inserted to suggest possible sexual innuendos
subliminal techniques: subliminal auditory perception
sound, music, voice placed in advertising
stimulus selection factors
size, color, position, novelty
interpretation
the meaning we assign to stimuli based on pre-existing schema
semiotics
The correspondence between signs & symbols and their meaning
perceptual position
functional attributes + symbolic attributes = brand perceptions. perceptual map – where the brand is placed in our head. first thing that comes to mind
examples of positioning
price leadership lifestyle attributes product class occasions users quality
classical conditioning
involuntary response - stimulus elicits a response.
instrumental conditioning
repetition & exposure creates association. (dog and bell for food)
family branding
company creates a family of products.
axe body wash, spray, hair gel, shaving cream
fixed interval
seasonal sales
variable interval
secret shopper
fixed ratio
frequent flier miles = urges consumer to buy more
variable ratio
slot machines
gamification
game like features to sell product
cognitive learning: observational learning
observed behaviors are saved and repeated when necessary
observational learning process
attention retention production processes motivation = observational learning
memory process
touch, attention, short term memory, elaborative rehearsal, long term memory.
levels of knowledge
individual nodes = concept
2+ nodes = proposition
3+nodes = schema
nodes
links of association
retrieving information (5)
physiological factors stimulation factions viewing environment post experience spacing effect - recollection
forget
decay mood/state intensity familiarity visual memory
rules of nostalgia
consider age range
choose event or style that evokes positive memories
choose an era to associate with brand
Incidental learning:
Incidental learning: casual, unintentional
acquisition of knowledge (we remember
brand names we don’t even use)
too much exposure of a brand can lead to… we get used to seeing the ads
habituating // adaptation
look alike packaging
knock off brands use the similar features to mimic brands
positive reinforcement
reward
negative reinforcement
avoid negative outcome
extinction
discouraged to repeat particular behavior
frequency marketing
coming often comes with benefits (Starbucks rewards)
