Consumer Behavior Flashcards

1
Q

What are the elements in the consumption process?

A

Need -> Want -> Exchange -> Cost and Benefits -> Reaction -> Value
This loops back with feedback. How satisfied is the customer after the exchange has been completed.

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2
Q

What is consumption process?

A

Process by which goods, services, or ideas are used and transformed into value

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3
Q

What is consumer orientation?

A

Businesses that are centered around the idea of satisfying customers through value.

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4
Q

Explain market orientation?

A

An organizational culture that embodies creating value for customers among all employees

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5
Q

What is Stakeholder Marketing?

A

A firm recognizes that its customers expand beyond sales. Value creation must be made for shareholders, investors, key personal

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6
Q

What is relationship marketing?

A

The idea that the firms success is enhanced through repeat business.

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7
Q

Define touch points?

A

These are the direct contacts between the customer and the firm.

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8
Q

Why do we study Consumer Behavior?

A

The study of CB is interrelated with most functions of the business e.g. economics, Psychology, sociology, anthropology

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9
Q

What is interpretive Research?

A

seeks to explain the inner meanings and motivations associated with specific consumption experiences.

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10
Q

What is Quantitative research?

A

Using a numerical and analytical tools measurement to address questions about consumer behavior.

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11
Q

Explain how the consumer value framework functions

A

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.

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12
Q

What is the value equation?

A

Value = What you get - What you give

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13
Q

What are internal influences? with examples

A

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

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14
Q

What are some external influences? with examples

A

Social and cultural aspects of life as a consumer. e.g. acculturation, reference groups, social class, family influence, media, cultural and culture values

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15
Q

What is Utilitarian Value?

A

Value derived from a product that helps the consumer with some task - (Products that service a specific purpose offering no emotional/hedonic benefits)

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16
Q

What is Hedonic Value?

A

Value derived from the immediate gratification that comes from some activity.

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17
Q

What is value co-creation?

A

The realization that a consumer is necessary and must play a part in order to produce value

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18
Q

Define exposure

A

Process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of the five human senses.

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19
Q

Define Contrast

A

State that results when a stimulus does not share enough in common with existing categories to allow categorization

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20
Q

Define Attention?

A

purposeful allocation of information-processing capacity toward developing an understanding of some stimulus.

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21
Q

Define Selective Distortion

A

Process by which consumers interpret information in ways that are biased on their previously held beliefs.

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22
Q

What is JND

A

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.

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23
Q

What is the mere exposure effect?

A

Effect that leads consumers to prefer a stimulus to which they’ve previously been exposed - pen example

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24
Q

What is the Mere association effect?

A

The transfer of meaning between objects that are similar only by accidental association Mayo clinic and Mayonnaise

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25
Q

What are some factors that get attention?

A
Intensity of Stimuli
Contrast
Movement
Surprising Stimuli
Size
Involvement
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26
Q

Define involvement

A

The personal relevance toward, or interest in, a particular product.

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27
Q

What is the classical conditioning process?

A

change in behavior that occurs simply through associating some stimulus that naturally causes some retain; a type of unintentional learning

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28
Q

What is instrumental Conditioning?

A

The learning in which a behavioral response can be conditioned through positive or negative reinforcement (punishment & rewards associated with undesirable or desirable behavior)

29
Q

What is shaping?

A

Process though which desired behavior is altered over time, in small increments.

30
Q

What is message congruity

A

extent to which a message is internally consistent and fits surrounding information

31
Q

What are some message characteristics?

A
  • 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)
32
Q

What is a Schema?

A

cognitive network of associations related to a particular phenomenon

33
Q

What is Framing?

A

the meaning of something is influenced by the information environment.

34
Q

Explain sensory memory

A

area of memory influenced by your 5 senses.

35
Q

Explain workbench memory

A

Storgage area in the memory system where information is stored while its being processed and encoded for later recall

36
Q

What is duel coding?

A

coding that occurs when two different sensory traces are available to remember something

37
Q

What is the chunking process?

A

Grouping stimuli by meaning so that multiple stimuli can become one memory unit

38
Q

What is a prototype?

A

schema that best represents a category e.g. fast food = McDonalds

39
Q

What is Prototype?

A

When no concrete schema has been fully developed for a product category as it is abstract

40
Q

What is an Exemplar?

A

The single best representative for a product category.

41
Q

What is a script?

A

Schema representing an event

42
Q

Describe episodic memory

A

memory that is of past events in a consumers life e.g. holiday, birthday, graduation, first day at school

43
Q

What is regulatory focus theory?

A

Puts forward the notion that consumers orient their behavior either through a prevention or promotion focus

44
Q

What is mallows hierarchy of needs?

A

The order of addressing needs of consumers. Physiological, Safety & Security, Belongingness, esteem, Self actualization

45
Q

Explain cognitive Appraisal Theory

A

school of thought proposing that specific types of appraisal thought can be linked to specific types of emotions.

46
Q

What is consumer involvement?

A

Degree of personal relevance a consumer finds in pursuing value from a particular category of consumption

47
Q

Define mood-congruent judgements

A

Evaluations in which the value of a target is influenced in a consistent way by ones mood

48
Q

What is the difference between mood and schema-based affect?

A

Mood is a transient and general affective state. These emotions then become stored as part of the meaning for a category (schema)

49
Q

What are self-conscious emotions

A

Specific emotions that result from some evaluation of reflection of ones own behavior, including pride, shame, guilt, and embarrassment.

50
Q

Define the Schema based affect.

A

These are stored emotions that become stored as part of the meaning for a category.

51
Q

What is emotional contagion ?

A

extent to which an emotional display by one person influences the emotions state of a bystander.

52
Q

What is the nomothetic perspective?

A

variable-centreedapproach to personality that focuses on particular traits that exist across a number of people

53
Q

What is idiographic perspective?

A

approach to personality that focuses on understanding the complexity of each individual consumer.

54
Q

What are traits?

A

Distinguishable characteristic that describes ones tendency to act in a relatively consistent manner.

55
Q

What is the trait approach to personality?

A

approaches in personality research that focus on specific consumer traits as motivators of various consumer behaviors.

56
Q

What are single traits approach?

A

Focus is on one particular trait.

57
Q

Explain the Multiple trait approach

A

Focuses on a combination of traits

58
Q

What are the functions of attitude?

A

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

59
Q

What is the Attitude towards the Object (ATO) model or Fishbein model?

A

Is an equation that considers three main elements including beliefs, salient attributes, strength of belief the object posses.

60
Q

What is the hierarchy of effects?

A

Assumes that affect behavior and cognitions from in a sequential order. example (high involvement = conniption-affect-behaviour) (Low involvement = cognition-behaviour-affect)

61
Q

What is the behavioral intentions model?

A

Model developed to improve on the ATO model, focuses on the behavioral intentions subjective norms, and attitude toward a particular behavior.

62
Q

What are peripheral cues?

A

non product-related information presented in a message

63
Q

What is persuasion?

A

An attempt to change attitudes

64
Q

What is the ELM model?

A

Elaboration likelihood model - shows how attitudes can be changed based on differing levels of consumer involvement though either central or peripheral processing

65
Q

Explain balance theory

A

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.

66
Q

What are message effects?

A

How the appeal of a message and its construction affect persuasiveness.

67
Q

What is message contraction?

A

The way a message is contracted impacts its persuasiveness. Being mindful of the way you construct your message to get the response you want.

68
Q

What are the types of source effects?

A

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