Consumer Behavior Flashcards
What are the elements in the consumption process?
Need -> Want -> Exchange -> Cost and Benefits -> Reaction -> Value
This loops back with feedback. How satisfied is the customer after the exchange has been completed.
What is consumption process?
Process by which goods, services, or ideas are used and transformed into value
What is consumer orientation?
Businesses that are centered around the idea of satisfying customers through value.
Explain market orientation?
An organizational culture that embodies creating value for customers among all employees
What is Stakeholder Marketing?
A firm recognizes that its customers expand beyond sales. Value creation must be made for shareholders, investors, key personal
What is relationship marketing?
The idea that the firms success is enhanced through repeat business.
Define touch points?
These are the direct contacts between the customer and the firm.
Why do we study Consumer Behavior?
The study of CB is interrelated with most functions of the business e.g. economics, Psychology, sociology, anthropology
What is interpretive Research?
seeks to explain the inner meanings and motivations associated with specific consumption experiences.
What is Quantitative research?
Using a numerical and analytical tools measurement to address questions about consumer behavior.
Explain how the consumer value framework functions
This is a framework explaining how internal and external influences affect our perceptions on value (Hedonic & Utilitarian) and shape consumption related behaviors. This framework the basis for all CB studies.
What is the value equation?
Value = What you get - What you give
What are internal influences? with examples
Things that go on inside the mind and heart of the consumer e.g.g emotions, motivations, lifestyle, EI. Perception, learning, implicit memory, categorization, attitudes, information
What are some external influences? with examples
Social and cultural aspects of life as a consumer. e.g. acculturation, reference groups, social class, family influence, media, cultural and culture values
What is Utilitarian Value?
Value derived from a product that helps the consumer with some task - (Products that service a specific purpose offering no emotional/hedonic benefits)
What is Hedonic Value?
Value derived from the immediate gratification that comes from some activity.
What is value co-creation?
The realization that a consumer is necessary and must play a part in order to produce value
Define exposure
Process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of the five human senses.
Define Contrast
State that results when a stimulus does not share enough in common with existing categories to allow categorization
Define Attention?
purposeful allocation of information-processing capacity toward developing an understanding of some stimulus.
Define Selective Distortion
Process by which consumers interpret information in ways that are biased on their previously held beliefs.
What is JND
Just noticeable difference - Condition where one stimulus is sufficiently stronger than another so that someone can actually notice that the two are not the same.
What is the mere exposure effect?
Effect that leads consumers to prefer a stimulus to which they’ve previously been exposed - pen example
What is the Mere association effect?
The transfer of meaning between objects that are similar only by accidental association Mayo clinic and Mayonnaise
What are some factors that get attention?
Intensity of Stimuli Contrast Movement Surprising Stimuli Size Involvement
Define involvement
The personal relevance toward, or interest in, a particular product.
What is the classical conditioning process?
change in behavior that occurs simply through associating some stimulus that naturally causes some retain; a type of unintentional learning
What is instrumental Conditioning?
The learning in which a behavioral response can be conditioned through positive or negative reinforcement (punishment & rewards associated with undesirable or desirable behavior)
What is shaping?
Process though which desired behavior is altered over time, in small increments.
What is message congruity
extent to which a message is internally consistent and fits surrounding information
What are some message characteristics?
- Intelligence/ability (can the consumer understand and comprehend the message?)
- Prior knowledge (Does the consumer have any previous knowledge related to the stimuli)
- Involvement (do these consumers have a high or low involvement with the subject)
- Familiarity/Habituation (If a humor ad the consumer will tune out because it is not new/exciting)
- Expectations (what we believe will happen)
- Physical Limits (can the consumer see/hear/smell, could be could color blind)
- Brain Dominance (Are people more left or right side dominate)
What is a Schema?
cognitive network of associations related to a particular phenomenon
What is Framing?
the meaning of something is influenced by the information environment.
Explain sensory memory
area of memory influenced by your 5 senses.
Explain workbench memory
Storgage area in the memory system where information is stored while its being processed and encoded for later recall
What is duel coding?
coding that occurs when two different sensory traces are available to remember something
What is the chunking process?
Grouping stimuli by meaning so that multiple stimuli can become one memory unit
What is a prototype?
schema that best represents a category e.g. fast food = McDonalds
What is Prototype?
When no concrete schema has been fully developed for a product category as it is abstract
What is an Exemplar?
The single best representative for a product category.
What is a script?
Schema representing an event
Describe episodic memory
memory that is of past events in a consumers life e.g. holiday, birthday, graduation, first day at school
What is regulatory focus theory?
Puts forward the notion that consumers orient their behavior either through a prevention or promotion focus
What is mallows hierarchy of needs?
The order of addressing needs of consumers. Physiological, Safety & Security, Belongingness, esteem, Self actualization
Explain cognitive Appraisal Theory
school of thought proposing that specific types of appraisal thought can be linked to specific types of emotions.
What is consumer involvement?
Degree of personal relevance a consumer finds in pursuing value from a particular category of consumption
Define mood-congruent judgements
Evaluations in which the value of a target is influenced in a consistent way by ones mood
What is the difference between mood and schema-based affect?
Mood is a transient and general affective state. These emotions then become stored as part of the meaning for a category (schema)
What are self-conscious emotions
Specific emotions that result from some evaluation of reflection of ones own behavior, including pride, shame, guilt, and embarrassment.
Define the Schema based affect.
These are stored emotions that become stored as part of the meaning for a category.
What is emotional contagion ?
extent to which an emotional display by one person influences the emotions state of a bystander.
What is the nomothetic perspective?
variable-centreedapproach to personality that focuses on particular traits that exist across a number of people
What is idiographic perspective?
approach to personality that focuses on understanding the complexity of each individual consumer.
What are traits?
Distinguishable characteristic that describes ones tendency to act in a relatively consistent manner.
What is the trait approach to personality?
approaches in personality research that focus on specific consumer traits as motivators of various consumer behaviors.
What are single traits approach?
Focus is on one particular trait.
Explain the Multiple trait approach
Focuses on a combination of traits
What are the functions of attitude?
Utilitarian - Obtain rewards minimise punishment (wearing brands to it in)
Knowledge - allows consumers to simplify their decision-making process
Value-expressive - enables consumers to express their core values, self-concept and beliefs to others
Ego-defensive - Consumers avoid facts to defense themselves from their low self concept
What is the Attitude towards the Object (ATO) model or Fishbein model?
Is an equation that considers three main elements including beliefs, salient attributes, strength of belief the object posses.
What is the hierarchy of effects?
Assumes that affect behavior and cognitions from in a sequential order. example (high involvement = conniption-affect-behaviour) (Low involvement = cognition-behaviour-affect)
What is the behavioral intentions model?
Model developed to improve on the ATO model, focuses on the behavioral intentions subjective norms, and attitude toward a particular behavior.
What are peripheral cues?
non product-related information presented in a message
What is persuasion?
An attempt to change attitudes
What is the ELM model?
Elaboration likelihood model - shows how attitudes can be changed based on differing levels of consumer involvement though either central or peripheral processing
Explain balance theory
Consumers are motivated to maintain perceived consistency in the relations found in a system.
Example a sports star likes a brand + you like the sports star. You will purchase a product endorsed by that sports star.
What are message effects?
How the appeal of a message and its construction affect persuasiveness.
What is message contraction?
The way a message is contracted impacts its persuasiveness. Being mindful of the way you construct your message to get the response you want.
What are the types of source effects?
Source credibility - do they have the expertise to talk on this subject?
Source attractiveness - do we aspire or want to have the attributes of our source?
Source Likeability - Do we like the spokesperson or brand?
Source meaningfulness - Do they match the product or service
