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
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
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
