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Consumer Behaviour > Consumer > Flashcards

Consumer Flashcards

1
Q

Why do we need self control?

A
  1. Self Control failure
  2. Obesity
  3. Drug Abuse
  4. Gambling Violent Crimes
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2
Q

Self-control success = Adaptive behaviour?

A
  1. Success
  2. Physical Health
  3. Cohesive Relationships
  4. Mental Health
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3
Q

Define Self Control, define goals

A

Defined as the ability to alter ones thoughts, emotions ad behaviours or override impulses as habits.

Meets long term expectations.

Goals can be imposed by society or by oneself and include laws, ideas and standards

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4
Q

Why do we need self-control?

A
  1. To solve motivational conflict
  2. To prevent impulses that can be costly
  3. Nature vs Culture (Social Acceptance)
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5
Q

Provide an example of self-control and goal conflicts?

A

Dieters have conflict between two incompatible goals:
1. Eating enjoyment
2. Weight Control
The success of self-control in this case is dependent on whether the motivation to get healthier outweighs the urge.

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6
Q

What circumstances cause self-control abilities to not function?

A
  • When used repeatedly
  • Personal priorities (not regarding it as important)
  • The body and the brain seek to conserve as per our goals and motivations
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7
Q

Ingredients of Self-Control?

A

Standards: that include goals, ideals, norms and other guidelines that specify a response
Monitoring: Keeping track of the behaviour
Will Power: Self-regulatory strength (resist temptation)
Motivation: To achieve the desired goal

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8
Q

What is the strength model?

A

Is a resource that can be depleted after intense use

But if use frequently an be strengthened overtime

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9
Q

Explain Ego Depletion?

A

Despite efforts of self-control one cannot implement further control methods which can lead to or be affected by ego depletion (exhausted all options of restraint)

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10
Q

What is the Dual Task Paradigm? (PSA)

A

Resources are used in performance of countless tasks which can lead to or be affected by ego depletion.

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11
Q

Examples of improving self-control?

A 
Short-term
- Planning 
- Action orientation 
            Long-term 
- Change of lifestyle
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12
Q

Explain Consumer Ability?

A

Suggests that motivation doesn’t always meet action.
Factors that influence consumers ability
Macrofactors:
- Financial, age, physical, cogitative, emotions, social, cultural or education.

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13
Q

Explain scarcity of financial resources?

A

Refers to financial deprivation which is a psychological state where consumers feel “worse off.
Comparison standards increase because they perceive a deficit in their financial resources.
Compare more products based on price.

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14
Q

Causes of Financial Deprivation?

A

Dishonesty

Scarce Goods

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15
Q

Explain cognitive resources?

A

Experts process product information more deeply, while everyday people are more influenced by external factors.
Example: Consumers respond better to promotional products - more easily persuaded.

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16
Q

Factors that influence whether motivation can cause action?

A
  1. Amount of Information
  2. Lack of time
  3. Distraction
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17
Q

Ad Exposure Duration (3 types)

A

Up front Ad - Lead up, build anticipation
Mystery Ad - Clever (Brain teaser projects) and boosts engagement and intrigue
False Front Ad - Not what they seem initially. Hide behind another category

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18
Q

Explain Shelf Placement?

A

Scarcity of products on the shelf prompts thoughts of popularity for consumers
Affects consumer choices and preferences

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19
Q

What is Attention?

A

Can be limited, selective and divisible and or focal or non-focal
Attention is weakened by habits

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20
Q

What is Selective Attention?

A

The act of selectively attending to neglect an alternative influence.

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21
Q

What are the characteristics of a stimulus?

A
  1. Personal Relevance (Nuvaring)
  2. Pleasantness (Chocolate)
  3. Elements of Surprise (New product w old brand)
  4. Easy to Process (Drive thru Maccas chips)
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22
Q

What are the 5 elements of Perception?

A 
SENSORY
Vision 
Sound 
Touch 
Taste 
Smell
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23
Q

What is vision Appearance?

A

Suggests that poor packaging has a detrimental effect on consumer product evaluations and intentions. EXAMPLE: (Health and Safety, contamination)

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24
Q

Properties of Hearing?

A
  • Sonic Identity (Microsoft windows sound)

- Sound symbolism to represent a product

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25
Q

Properties of Taste?

A
  • Depends on cultural differences as it influence’s taste perceptions
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26
Q

Properties of Touch?

A

Perceived ownership
Liking products because of their touch
Quickly accessible (take-home straight away)
Can be detrimental for companies with only an online presence

27
Q

Properties of Smell?

A

Scents influence behaviour
Primarily unconscious behaviour
Pleasant odour leads individuals to spend more time evaluating a brand and the environment

28
Q

Define Webers Law?

A

Stronger the initial stimuli before the greater the additional intensity needed for the 2nd stimulus to be perceived as different.

29
Q

Define Perceptual Organisation?

A

Process by which the stimuli are organised into meaningful units - EXAMPLE: fruit and veggies same area of the supermarket.

30
Q

What are the 4 features of Explicit Memory?

A
  1. Recognition
  2. Recall
  3. Background
  4. Used by Character
31
Q

Difference between implicit and Explicit memory?

A

Explicit memory is a memory that can be intentionally and consciously recalled. has a direct purpose.
Implicit memory, which is an experiential or functional form of memory cannot be consciously recalled. This is your memory of how to ride a bike or how to balance.

32
Q

Define knowledge content?

A

Reflects the information we have already learned and stored in memory about brands, companies, stores, people, how to do things.

33
Q

Define knowledge structure?

A

Describes how we organise knowledge (both episodic, and semantic in memory)

34
Q

The difference between effective and ineffective sales people?

A

Depends on their level of adaptability and on typicality and complexity their sales situations.

35
Q

Why do marketers use brand associations?

A

A powerful marketing tool for differentiation position to extend the brand, create positive attitudes.

36
Q

What are the 3 concepts related to memory to a brand?

A
  • Brand Image
  • Brand Attitude
  • Brand Quality
37
Q

Define Taxonomic Category?

A

Classification of an object in memory in an orderly way based on their similarity

38
Q

Define Prototypically?

A

The extent to which category members are considered to be representative of their category.
Determining factors include:
- They are frequently encountered
- Possess attributes that occur frequently

39
Q

What are retrieval factors?

A 
Process of remembering or accessing what was previously stored in memory
3 elements: 
Decay
Interference 
Serial Position Effects
40
Q

What helps one link stimulus to retrieval cues?

A

Brand names, logos, package, images and familiar branding and typefaces

41
Q

What is memory?

A

A subsequent retrieval of information, which can occur consciously or unconsciously.
Exists in 3 forms:
- Sensory memory
- Working memory
- Long-term
Older consumers find it difficult to process small amounts of information for short periods of time. Directly related to impaired inhibitory processes.

42
Q

Describe the features of brand personality and provide examples?

A

A set of human characteristics associated to a brand
Direct stakeholders: Consumers, CEO, employers and endorsers.
In Direct attributes: Brand name, logo, advertising style, price and distribution channel.

43
Q

Brand Personality framework?

A

sincerity, excitement, competence, sophistication and ruggedness
Is dependent on culture of the region (varying cultures have different brand personalities).

44
Q

What are the 5 classification levels of the taxonomic category?

A
  1. Superordinate level
  2. Basic level
  3. Subordinate Level
  4. Category members/ exemplars prototypes
  5. Features/ associations
    This is the way consumers typically categorise both products and services. Based on their similarity in an orderly way.
45
Q

Importance of Attitudes?

A
  1. Guide our thoughts (Cognitive Function)
  2. Influence our feelings (Affective Function)
  3. Affect our behaviours (Cognitive Function)
46
Q

What are the characteristics based on high consumer effort?

A 
Favourability
Persistence 
Accessibility 
Resistance 
Confidence 
Ambivalence
47
Q

Explain the properties of cognitive foundations of attitude?

A

Direct or imagines experience
Reasoning by analogy or category
Values-driven attitudes
Social identity based attitude generation
Analytical processes
Is influenced by source and message factors

48
Q

Explain the properties of affective foundations of attitude?

A

Emotional processing
Attitude toward the ad
Also influenced by: Source and message factors

49
Q

How does imagery affect attitude and behavioural intention formation?

A
  • Self relatedness
  • Plausibility
  • Distinctiveness
    Research has proven that imagery -producing ads result in superior recall and more positive attitude towards products.
50
Q

What are the factors that encourage imagery processing?

A
  • Focal Character
  • plausibility
  • distinctiveness
51
Q

How to measure evoked imagery?

A

Vividness
Ease
Imagery Quantity

52
Q

Explain Reasoning by Analogy (GOODE, 2010)?

A

Suggests that consumers prefer products that provide meaningful experiences.
An analogy between two products has the power to focus consumers on the evaluative, emotional and multi-sensory information associated with a product.
Encourages an identification of structural similarities between base experience and a target.

53
Q

Explain Value driven attitudes (BIDWELL, 2013)

A

Values are guiding principles of life act as guideposts in unfamiliar situations.
Example: Wind and energy movement. Conflict over wind farm development can be explained by differences in underlying values among wind farmers supporters and opponents.

54
Q

What are (Kamins and Assaels, 1983 ) responses to ad appeals?

A
  1. One-sided appeal - lowest in support of argumentation
  2. Two-sided refutation appeal - positive claims on
    important attributes are presented, but it limits or downgrades the product on minor attributes
  3. Two-sided refutation appeal positive claims
    on important attributes are presented, but it limits or
    downgrades the product on minor attributes
55
Q

What is the expectancy-value model?

A

Explains explain how consumers form
and change attitudes based on
• The beliefs or knowledge they have about an object or action
• The evaluation of these particular beliefs

56
Q

Theory of reasoned action (TORA)?

A

Model provides an expanded picture of how, when and why attitudes predict consumer behaviour
• Normative influences play a significant role in how people behave

57
Q 
Normative Influence (GOLDSTEIN, 2008) 
What is a Descriptive Norm?
A

(How most people behave)
An appeal that conveys a descriptive norm for participation is more effective at encouraging towel reuse
than the current industry standard appeal

58
Q

What is provincial norms? (GOLDSTEIN, 2008)

A

Individuals are more likely to be influenced by the norms of their immediate surrounding than those of their less
immediate surroundings.

59
Q

What is the theory of planned behaviour?

A

Theory of planned behaviour predicts behaviours over which consumers have incomplete control by examining their perceived behavioural control.

60
Q

What are the two main factors to how cognitively based attitudes are influenced?

A

Communication Source

  1. Source credibility: trustworthiness
  2. Company reputation

Message

  1. Strong argument
  2. One sided messages: Only positive information
  3. Two sided messages: Positive and negative message
  4. Comparative messages: Direct comparisons with competitors.
61
Q

Explain (Kang and Herr, 2006)Source attractiveness and

attitude?

A

Depending on the level of involvement, persuasion
can occur through either an effortful, systematic,
elaboration-based central route or a less effortful,
association- or heuristic-based peripheral route.

The effect of source attractiveness on attitude
depends on type of information-processing and on
product category

62
Q

What is match up hypothesis?

A

Suggests that attractive celebrities are more effective when endorsing products used to enhance ones “looks”

63
Q

How are Affectively based attitudes influenced?

A

Message
– Emotional appeal: Elicit emotions that attract consumers
– Emotional contagion: Message designed to induce
consumers to vicariously experience an emotion
– Fear appeals: Stress negative consequences; it can work
under certain conditions.
i.e Sun screen to avoid cancer

64
Q

What are the 2 dimensions of consumer attitudes towards an ad?

A

– Utilitarian (functional): When an ad provides information
– Hedonic: When an ad creates positive or negative feelings
– Interest and curiosity that attract attention

Consumer Behaviour (1 decks)

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