Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Comm > Comm 354 > Flashcards

Comm 354 Flashcards

1
Q

What is consumer behaviour

A

the study or process involved when individuals or groups select or acquire products or services, ideas and experiences to satisfy needs and desires

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Shift in perspectives

A

buyer behaviour- focuses on the moment of purchases
consumer behaviour- explores consumption as an ongoing process

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Dark side of consumer behaviour

A

compulsive buying, shop lifting, piracy and compulsive addictive consumption

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

compulsive buying

A

An abnormal form of shopping and spending characterized, in the extreme, by an overpowering, uncontrollable, and repetitive urge to buy, with disregard for the consequences

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Compulsive Buying

A

The recurrent failure to resist the impulse to buy unneeded objects
Satisfaction from buying, not from owning: “shopaholics”
Estimated to affect about 5.8% in the general population
Compulsive buyers typically younger, income below $50,000/year

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Financial Infidelity

A

When a partner in a relationship is dishonest about finances and hides spending or how much they are making

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Shoplifting

A

consumers lose about 0.8% of merchandise due to shoplifting, consumers suffer the blow as prices are raised due to shrinkage

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Why shoplift

A

temptation, real needs, or to resell items

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Addictive Consumption

A

Addictions (e.g. smoking, drugs, alcohol, gambling):
Reflect uncontrolled use
Repeated usage, even if dangerous
Physical dependence
Psychological dependence

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Does marketing practices invade consumer privacy

A

Sources of Marketing Information
Tracking purchases
Applications
Marketing research
Public domain

Consumers’ Responses
Uncomfortable
Complaints
Lack of trust
Data has errors

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Deceptive Advertising

A

Making incorrect claims, making claims that are not substantiated

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Social Marketing

A

Using marketing techniques to encourage positive behaviours (increase literacy) and discourage negative ones (drunk driving).
Blood donations – It’s in you to give
Breast cancer – Run for the cure
“Friends don’t let friends drive drunk”

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Transformative consumer research

A

Consumer researchers attempting not only to study but also to rectify pressing problems in the marketplace (e.g., focusing on materialism, compulsive consumption, dangerous products) and working with vulnerable populations (e.g., disadvantaged or disabled consumers)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Corporate social responsibility

A

Firms voluntarily choose to protect or enhance their positive social and environmental impacts

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Cause-related marketing

A

firms donations to charity incentives ie 10% of purchase to child charity

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

green marketing

A

Firms offer products in ways that are less harmful to the environment and position their brand on sustainable attributes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Consumers an economic view

A

Consumers as rational decision makers
Consumers have to be aware of all available products
Consumers have to be able to correctly rank each product according to its benefits and disadvantages
Consumers have to be able to identify the one best choice

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Consumers a passive view

A

Passive view: consumers are submissive to the self-serving interests and promotional efforts of marketers

Consumers seen as …
Impulsive
Irrational
Gullible and easy targets

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

consumers a cognitive view

A

Consumers as thinking problem solvers
Receptive to or actively searching for products and services that meet their needs
Focus on the processes by which consumers seek and evaluate information
Information processing leads to preferences and ultimately to purchase intentions
Information-seeking stops when a satisfactory decision can be made

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

consumers an emotional view

A

deep feelings connected to possessions can preserve a sense of the past

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Sensation

A

The immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odors, and textures

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Perception

A

The process by which sensations are selected, organized, and interpreted

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Sensory Thresholds: Psychophsics

A

The science that focuses on how the physical environment is integrated into our personal subjective world.
J.N.D. (just noticeable difference) = minimum amount of change detectable in a stimulus

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

Sensory Thresholds: Absolute Threshold

A

The minimum amount of stimulation that can be detected on a given sensory channel.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

Webers Law

A

Weber’s Law
K (the constant increase or decrease necessary for the stimulus to be noticed) is a function of the original intensity of the stimulus

K =  I / I
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

Size

A

Ensure that product improvements are noticeable when you increase quantity or reduce price

  • make sure it’s a substantial change
  • show old and new product/price
  • spell it out for consumers
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

Attention

A

selection- elimination

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

Selective Exposure

A

Deliberately avoiding exposure to certain stimuli
Like advertising!… Annoying, intrusive
“Zapping” ads

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

Selective perception

A

Personal Selection Factors
Perceptual vigilance
Perceptual defense
Adaptation (habituation)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

Colour

A

Use of colors in ads, product packaging and store design

Color can influence our emotions directly
Use of colors in ads, product packaging and store design

Color can influence our emotions directly
Use the right color in ads and store/office design to get the desired reaction
Red: exciting and appetizing
Blue: relaxing
Black: sophisticated, powerful
Gray: professional
White: clean and uncluttered

Be aware of individual differences
men – women
young – old

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

Size and shape

A

eyes can make you consume more, The size of boxes, plates, glasses: Rhagubir and Krishna’s studies “Can the Eye Fool the Stomach?”
Marketing implications:
adjust the size of plates/dishes
use measures for pouring drinks

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

Smell

A

Odors can stir powerful emotions:
- use coffee house aromas (also for bakeries, restaurants)

disperse fragrances in stores and offices

be aware of the legal environment
e.g. scent-free cities

33
Q

hearing

A

Background music creates desired moods and influences behavior
E.g. slow-paced versus energetic music, meditative versus joyful music

34
Q

Touch

A

The texture of fabrics and other surfaces -> product quality

Perceived richness or quality of the material in clothing is linked to its “feel,” whether rough or smooth.

35
Q

Taste

A

TASTE CAN BE INFLUENCED:

Beer with vinegar tastes great as long as consumers don’t know the secret ingredient (or at least find out about it after tasting)

Anything tastes better if it has the right brand label!
(e.g. a soft drink tastes better if it’s labeled Coca Cola than with no label)

Bitter coffee seems less so if consumers are repeatedly told it is not bitter

36
Q

Stimulus Organization

A

A stimulus will be interpreted based on its assumed relationship with other events, sensations, or images.

37
Q

Learning and consumer behaviour

A

Learning is a relatively permanent change in long-term memory and/or behaviour, caused by experience

Types of learning:
Direct vs. vicarious
Intentional vs. incidental

38
Q

4 types of learning

A

Direct learning: learning from own experience. E.g. If we put our hand on the stove and get burnt, we learn that we shouldn’t do that in the future.
Vicarious learning: learning by observing events that affect others. E.g. If we see someone else getting burns and crying, we learn that we shouldn’t put our hand on the stove.
Intentional learning: An active and conscious attempt to learn something. E.g. when we read an article in a newspaper or magazine in order to learn about a topic.
Incidental learning: Learning that occurs casually and unintentionally. E.g. when we learn material (such as an ad) that is placed next to the focal article in the newspaper/magazine, without any effort to actually learn.

39
Q

Classical Conditioning

A

Unconditioned stimulus (UCS): stimulus that automatically elicits involuntary response (unconditioned response = UCR )

Conditioned Stimulus (CS): does not automatically elicit response by itself

40
Q

Marketing Applications

A

Unconditioned stimulus (UCS): stimulus that automatically elicits involuntary response (unconditioned response = UCR )

Conditioned Stimulus (CS): does not automatically elicit response by itself

41
Q

Repetition

A

Repeated exposure increases the strength of stimulus-response association

Optimal number of ad exposures?

Advertising wear-out

42
Q

Stimulus Generalization

A

Tendency of stimuli similar to a CS to evoke similar conditioned responses

Marketing applications:
Family branding
Product line extensions
Licensing
Look-alike packaging

43
Q

Stimulus Discrimination

A

Occurs when a stimulus similar to a CS is not followed by a UCS
Reactions are weakened and will soon disappear

44
Q

Marketing Applications

A

Positive Reinforcement (Reward)
Comes from feeling of satisfaction
Increases the probability that consumers will buy the same brand again

Negative Reinforcement (Punishment)
Bad experience with a brand/product
Consumers learn not to buy brand/product again

Learning occurs through repeated purchases

45
Q

Modeling

A

imitating others’ behaviour like a celebrity or athlete

46
Q

Observational Vicarious Learning

A

Much violence is exposed on television

Children modelled brutal behaviours following a violent demonstration of an adult punching a ‘Bobo Doll’

47
Q

Memory

A

3 types of memory

48
Q

Sensory Memory

A

Ability to temporarily store sensory experiences (e.g. images, sounds)

Duration: less than 1 second (vision) or a few seconds (hearing)

If information is not analyzed right away, it disappears from sensory store

If information is relevant, it might be processed further and enter the short-term memory (STM)

49
Q

Short Term Memory

A

Working memory (RAM in the computer)

Encoding and interpreting incoming information in light of existing knowledge
Most of information processing takes place in STM

Short-term memory is limited
Short-term memory is short-lived (less than 20 seconds)

50
Q

Long Term Memory

A

Part of memory where information is permanently stored for later use (hard drive in the computer)

Duration: long or permanent

How memory is enhanced:
Chunking
Rehearsal
Elaboration

51
Q

Chunking

A

A way to enhance memory, a group of items that is processed as a unit

52
Q

Rehersal

A

an active way to repeat the material to remember

53
Q

Elabortation

A

a way to enhance memory, information processing at a deeper level

54
Q

Associative Networks

A

representation of information in memory; knowledge structures

55
Q

Retrieval for purchase decisions

A

the process of accessing information from long term memory some factors that affect retrieval: Physiological factors
Situational factors
Consumer attention
Pioneering brand
Viewing environment
Post-experience advertising effects

56
Q

Measuring memory

A

Measures
Recognition: identifying something we have seen before
Recall: more extensive activation of links in memory
Free recall – retrieving something without help
Cued recall – cue needed for recall

57
Q

7 sins of a memory

A

A. Forgetting (SINS OF OMISSION)
1.Transience: decreasing accessibility of information over time
2. Absent-mindedness: inattentive or shallow processing -> weak memories of ongoing events or forgetting to do things in the future
3.Blocking: the temporary inaccessibility of information that is stored in memory

B. Distortion or inaccuracy (SINS OF COMISSION)  4. Misattribution: attributing a recollection or idea to the wrong source 5. Suggestibility: memories are implanted as a result of leading questions or comments during attempts to recall past experiences 6. Bias: retrospective distortions and unconscious influences that are related to current knowledge and beliefs. 
C. Difficulty to forget 7. Persistence: refers to pathological remembrances: information or events that we cannot forget, even though we wish we could.
58
Q

Motivation

A

Motivation = an internal state of tension that activates goal-oriented behaviour

59
Q

Motivational Strength

A

Drive Theory
Biologic needs produce unpleasant states of arousal and a sense of tension that we are motivated to reduce
Return to the state of balance (homeostasis)
Cannot account for delayed gratification

Expectancy Theory
Behaviour is driven by expectations of achieving desirable outcomes
Both physical and cognitive processes

60
Q

Consumer Needs

A

Specific needs and consumer behaviour
Need for uniqueness
Need for achievement
Need for affiliation
Need for power

61
Q

Types of needs

A

Biogenic
Needs that are necessary to sustain life
Psychogenic
Culturally determined

Utilitarian
Practical, tangible
Hedonic
Subjective, experiential

62
Q

Affect

A

Mood (positive versus negative valence)

Emotions (“discrete” emotions: happiness, joy, envy, fear, embarrassment, etc.)

63
Q

Self concept

A

SELF - CONCEPT: the beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities

64
Q

Self Esteem

A

The positivity of a person’s self-concept
Low vs. high self-esteem
Acceptance by others
Impression management

Self-esteem and marketing
Promotional materials: stimulate positive feelings about the self
Products can help in impression management efforts

65
Q

Enclothed Cognition

A

part of the embodied cognition theory, a lab coat is associated with attentiveness and precise work

66
Q

Looking glass self

A

taking the role of the other, can vary on who’s perspective we are taking

67
Q

Gender roles

A

Many societies still expect traditional roles
Agentic roles: men are expected to be assertive, capable and handy
Communal roles: women are taught to foster harmonious relationships

Gender roles vary by culture and are changing

68
Q

Fattism

A

pressure to be thin

69
Q

Personality

A

: A person’s unique psychological makeup and how it consistently influences the way the person responds to his/her environment

70
Q

Freudian Theory

A

Freudian Systems

Id: Oriented toward immediate gratification
Pleasure principle

Superego: A person’s conscience

Ego: The system that mediates between the id and the superego
Reality principle

71
Q

Motivational Research

A

Attempts to use Freudian ideas to understand the deeper meanings of products and advertisements
Depth interviews: technique that probes deeply into motivations for consumers’ purchase

72
Q

Neo Freudian Theories

A

Karen Horney: behaviour can be characterized by 3 major orientations
Compliant (dependent on others, humble, trusting)
Aggressive (need power, outgoing, assertive, self-confident, tough-minded)
Detached (independent, self-sufficient, suspicious, introverted)

73
Q

Trait Theories

A

INTROVERTS (shy, prefer to be alone, anxious in the presence of others → will not find out about new products from others, less social pressure)

EXTROVERTS (outgoing, sociable, more conventional)

74
Q

Animism

A

Level 1: People believe the object is possessed by the soul of the being (e.g. celebrity spokespersons, celebrity possessions, celebrity product lines)

Level 2: Objects are anthropomorphized, or given human characteristics. (e.g. Charlie the Tuna, the Michelin Man)

75
Q

High Involvement Hierarchy

A

Standard Learning Hierarchy
Assumes high consumer involvement
Cognitive learning, i.e. problem solving, motivated to process information
Results in strong brand loyalty

76
Q

Low Involvement Hierarchy

A

Low Involvement Hierarchy
The consumer does not have strong brand preference
Not motivated to process information
Evaluation formed after the fact
Classical and instrumental conditioning

77
Q

Experiential Hierarchy

A

Does cognition necessarily precede affect? Does feeling require thinking?

Zajonc’s Model
Consumers act based on their emotions
Independence hypothesis

78
Q

Multi-attribute attitude models

A

Three elements
Attributes of AO (e.g., college)
e.g., scholarly reputation

Beliefs about AO
e.g., University of Saskatchewan is strong academically

Importance weights
e.g., how much you care about research opportunities or athletics

79
Q

Processes of consumer behaviour

A

select
acquire
use/consume
dispose oF

Comm (13 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions