Consumer Behavior Flashcards
basic psychological needs (Self-Determination Theory)
- Achievement
- Affiliation
- Power / Dominance
F.36
Micro und Macro Consumer Behavior
Micro Consumer Behaviour (individual focus)
- General psychology and biology
- Social psychology
- Microeconomics
Macro Consumer Behaviour (societal focus)
- Sociology
- Communication studies
- Macroeconomics
Theoretical Background
Maslow’s Hierarchy of Needs
Model of Consumer Behaviour
Persuasion - Überzeugung
Diffusion of innovations - Verbreitung von Innovationen
MoCB: Social and Cultural Influence (Macro view)
Objectives Social Influences:
Friends, Families, Opinionleaders and Word-of-mouth
Conformity including informational and normative influence
The change in one’s own behaviour due to the actual or assumed influence of other persons
Informational social influence:
Other people are a source of Information > private acceptance
Normative social influenc:
Conform behaviour because people > public compliance
Different Types of Social Power
Social Power = “the capacity to alter (ändern) the actions of others”
- Referent power > admirable people or groups
- Information power > people with access to knowledge
- Legitimate power > power through social agreement
- Expert power > people with expertise
- Reward (Belohnung) power > people with means to provide positive reinforcement
- Coercive (Bestrafung) power > influence through social or physical intimidation (Einschüchterung)
Reference Groups
A reference group is a real or imaginary individual or group that significantly
influences an individual’s evaluations, aspirations, and behaviour.
Forms of reference groups influence
Informational Influence:
When a consumer uses the reference group to get information.
Utilitarian (Nützlichkeit) Influence:
Consumers’ decisions will be influenced by the wish to satisfy expectations
of others.
Value-expressive Influence:
Consumers’ decisions are influenced by the desire to enhance their image
and to be like others they admire or respect.
The Family Life Cycle
As consumers change their role in the family life cycle …
- their preferences and needs for products and activities tends to change.
- their income and expenditures change.
- their roles as decision-makers change.
The family life cycle represents the life stage of a typical family.
Four variables are included in order to describe the changes throughout the
stages:
1. Age
2. Marital status
3. Presence of children
4. If present: age of children
Two strategies of decision-making in couples or families
Autonomic decisions: Only one person decides
Syncretic decisions: Both partners are involved
Factors that determine the degree to which strategy is used:
- Sex-role stereotypes
- Spousal resources
- Experience
- Socioeconomic status
What is an opinion leader?
- more knowledgeable about products
- other take their advice seriously
- are frequently able to influence others’ attitudes and behaviours.
Characteristics of opinion leaders:
Opinion leaders …
- are highly knowledgeable or technically competent.
- are self confident, outgoing and sociable.
- read special interest publications and regularly read information.
- and receivers belong to the same socioeconomic and age group.
Wo wird das WOM social media bei den Levels of Social and Cultural Influence eingeteilt?
-> Social Influence II
What ist the advantage of WOM (Word of Mouth)?
- WOM tends to be more reliable and trustworthy than messages from more formal marketing channels
- WOM is focussed on conversations between consumers (C2C)
Age-based Subcultures: Generations
Enculturation and Acculturation
Enculturation (kennenlernen eigener Kultur
Refers to how an individual learns the traditional content of his/her native culture.
Acculturation (Übergang zu einer anderen Kultur)
Is the process of movement to and adaptation to another culture:
- Assimilation occurs when the old culture is completely abandoned for the new one. (komplett aufgeben der alten Kultur)
- Maintenance occurs when both cultures are maintained. (beide Kulturen beibehalten)
What is the “Application Model: Ethnocentric Preferences”
ein Beispiel für Ethnocentric Appeal in Advertising:
Schweizer Qualität, dafür stehen wir mit unserem Namen (alles Lokale)
Beispiel für Consumer Affinity (to foreign cultures):
bester Thai in Zürich
Different Approaches to Measure Values
- World Value Survey (Example for Measuring Intercultural Differences)
- Rokeach Value Survey (Terminal values-> Endzustände, die bei vielen Kulturen gleich aussehen / Instrumental values -> Massnahmen) -> dies führt zu unterschiedlichen produktspezifischen Präferenzen & Mediennutzung)
- Schwartz Value Survey
- Means-End-Chain Model (Bedürfnisse, Werte und Ziele sollten durch ein Produkt erfüllt werden)
- Syndicated Surveys (segment the society into eight segments -> value system)
What is the definion of “Rituals”?
- behaviors that occurs in a fixe sequence and is repeated periodically
(Verhaltensweisen, die in einer festen Abfolge auftreten und periodisch wiederholt werden) - Companies create customer experiences that become rituals
(Unternehmen schaffen Kundenerlebnisse, die zu Ritualen werden)
Which are the three “Cross-cultural Marketing Strategies”?
- Global marketing strategy (Standardization / Globalization):
- > mass marketing
- > f.e. share a Coke (name tags)
- Hybrid marketing strategy
- > Standardizing either the product or the marketing message
- Local marketing strategy (Localization/Adaptation)
- > Customizing both: product and message to local preference
- > Essence is segmentation (Familien Hotel -> Familienferien / Loreal Anti Age Kampagne -> ältere Kundschaft)
What are the 3 W’s of persuasion?
Who says what to whom? …over which channel?
persuasion -> Überzeugungsarbeit ist der aktive Versuch, Einstellungen zu ändern.
How does the communiaction process of the Basis Models Of Persuasion looks like?
Yale Model of Persuasive Communication (extension)
Elaboration Likelihood Model
based on Petty & Cacioppo (1983)
zentral für wirksame Überzeugungsstrategie ist:
- Wirksamkeit hängt von Informationsverarbeitung ab
- Art der Informationsverarbeitung hängt von Einbindung der Konsumentenbedürfnisse ab
Ø Nachrichtenqualität und Argumentationsstärke führen zur Einstellungsänderung für die zentrale Route der Informationsverarbeitung
Ø Emotionen, Quelleneffekte und Bilder bestimmen die Einstellungsänderung für die periphere Route der Informationsverarbeitung
What ist the definition if “Involvement”?
Involvement is a person’s perceived relevance of an object (in its generic sense
an object may to refer to a product, brand, advertisement or situation) based on
their inherent needs, values and interests …
Involvement ist die von einer Person wahrgenommene Relevanz eines Objekts (im generischen Sinne kann sich ein Objekt auf ein Produkt, eine Marke, eine Werbung oder eine Situation beziehen), basierend auf ihren inhärenten Bedürfnissen, Werten und Interessen …
