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Consumer Behavior > Consumer Behavior Exam 1 > Flashcards

Consumer Behavior Exam 1 Flashcards

1
Q

What is the definition of consumer behavior? What influences consumer behavior?

A

The acquisition, consumption and disposition of goods, services, time & ideas by (human) decision making units.
Influenced by advertising, social media, friends/family, celebrity, sport & marketing communications.

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2
Q

What are the three components of consumption from a consumer behavior standpoint?

A

Acquisition: set of methodologies and systems to manage customer prospects and inquiries generated by a variety of marketing techniques.
Usage:
Disposition:

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3
Q

What are two questions a marketer would ask when determining how to price their products?

A

What should the price be?
How sensitive are consumers to price and price questions?
When should pricing tactics be used?

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4
Q

Why is it important to consider where your product is distributed and how it impacts consumer behavior?

A

You must figure out where your target shops and how the stores should be designed for them.

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5
Q

What is the definition of consumer motivation?

A

**The needs, wants, drives and desires of an individual that lead them toward the purchase of products or ideas. The motivations may be physiologically, psychologically, or environmentally driven.

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6
Q

What is personal relevance, and how does self-concept play a role in personal relevance?

A

Personal relevance: Why does it matter to me?
Self concept: Mental picture of who you are. If you see yourself as sporty, you will feel that nike shoes are relevant to you.

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7
Q

What are values and how do they play a role in consumer behavior?

A

Values: Abstract enduring beliefs of right and wrong

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8
Q

What are the three needs we discussed in-class and during an in-class exercise, and what is an example of each?

A

Functional Needs, Symbolic Needs, and Hendonic Need

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9
Q

Functional Needs

A

Solves consumption-related problems (ex. Coat- its cold)

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10
Q

Symbolic Needs

A

relates to how we perceive ourselves, how we are perceived by others, and the esteem in which we are held by others. (ex. Coat- North Face coat)

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11
Q

Hedonic Need

A

Sensory pleasure (Coat- its fuzzy/warm) – Makes you feel good.

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12
Q

What are the three conflicts we discussed related to needs? Provide an example of each of these conflicts.

A

Approach-Avoidance, Approach-approach, Avoidance-Avoidance.

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13
Q

Approach-avoidance conflict

A

when there is one goal or event that has both positive and negative effects or characteristics that make the goal appealing and unappealing simultaneously. (Diet: lose weight but can’t eat good food)

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14
Q

Approach-approach conflict:

A

: one must choose between two desirable or attractive goals (Vacation: Mexico or the Carribean)

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15
Q

Avoidance-avoidance

A

(study for test or write paper)

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16
Q

Define goals

A

Goals are outcomes we would like to achieve

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17
Q

provide a list of two questions you might ask when developing goals.

A

How do I feel about achieving/not achieving my goals?

  • How can I achieve my goal?
  • Why do I want to pursue this goal/
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18
Q

How does self-control play a role in goal achievement?

A

Process consumers use to regulate feelings, thoughts and behavior in line with long term goals. (Goal- lose weight, use self control to prevent self from eating junk food)

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19
Q

How does ego depletion go hinder goal achievement?

A

Mental resources used to have self control are drained and therefore we cave and ruin our goals.

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20
Q

Define perceived risk and provide three things that bring about this risk?

A 
Perceived risk is the extent to which the consumer is uncertain about the personal consequences of buying, using or disposing of an offering.
·         Lack of information
·         Newness
·         High price
·         Complex technology
·         Brand differentiation
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21
Q

List and define three of the six types of perceived risks? Additionally, provide an example for each.

A

· Performance: Will it work?
· Financial: how much will it cost?
· Physical (Safety): will buying that hurt me?
· Social: What will other ppl think about me if I have that?

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22
Q

What happens when a consumer is exposed to a message that is a little inconsistent with their current attitudes – and what about when a consumer is exposed to a message that is very inconsistent with their attitudes?

A

Little inconsistent:consumer researchers it further to reach a decision about the offering.
Very inconsistent: I don’t care/tune out

23
Q

List and define 4 of the resources a consumer considers when making a consumer behavior decision.

A

· Ability: The extent to which consumers have the resources needed to make an outcome happen
· Financial: Can I afford it?
· Cognitive: Spending time to mentally consider options
· Emotional: Empathy, sympathy and purchasing
· Physical: Can I use it?

24
Q

What are three ways that marketers can enhance information processing?

A

· Repeat communications (to a point)
· Simplify (know your audience)
· Reduce distractions/time pressure (as best you can )
· Provide information

25
Q

What are the two ways that consumers are presented with marketing stimuli? Provide an example of each.

A

Perceptual organization: The process by which stimuli are organized into meaningful units
Figure & Ground: People interpret stimuli in the context of a background (figure- in the front ground, and then background)

26
Q

Provide three examples of ways that marketers can influence exposure of their marketing message.

A

· Position-where is the ad?
Distribution-how often you see it?
Placement-where is it in the store?

27
Q

Why might it make sense to place a commercial at the beginning or end of a commercial pod?

A

People change the channel when commercials come on so they are guaranteed to see at least a portion of the first commercial. And as they wait for the program to resume, they will flip back to the channel intermittently (zapping).

28
Q

On which shelf would a store manager place the best-selling product? Products designed for children? Premium products? Generic store brands?

A

Eye level of target consumer

Best-sellers go at eye-level, children’s product go lower, premium products go to top, generics go to bottom

29
Q

Where should an advertiser place their ads on a website? Where should they not place their ads?

A

Best place for web ads is left side above the fold or banner at top of page

30
Q

What are zipping and zapping?

A

Zipping: Fast forwarding through commercials
Zapping: Using remote control to switch channels during commercial breaks

31
Q

What are three main qualities of attention?

A

Selective, Capable of being divided, limited

32
Q

What are three ways that a marketer can enhance consumer attention to stimuli?

A
  • Personally relevant
  • Pleasant
  • Surprising
  • Easy to process
  • Habituation
33
Q

What is the definition of perception? How can marketers use each of the senses to enhance exposure?

A

Perception occurs when stimuli are registered by one of our five senses: vision, hearing taste, smell and touch. Marketers can make things personally relevant, pleasant, surprising, easy or use reputation.

34
Q

Define working memory. What are the drawbacks of working memory?

A

The portion of memory where incoming information is encoded or interpreted in the context of existing knowledge and kept available for more processing. (deciding to remember based on importance)

35
Q

Define long-term memory. How does it differ from working memory?

A

Long-term memory is the part of the memory where information is permanently stored for later use. We put our own spin on long-term memory

36
Q

What is the difference between explicit and implicit memory?

A

Explicit: Consciously aware you remember something
Implicit: Not consciously aware you remember something (trigger)

37
Q

What role does elaboration play in forming long-term memories?

A

Transferring information into long-term memory by processing it at deeper levels.

38
Q

How are recognition and recall different?

A

Recognition- you are re-exposed to stimuli, recall not re-exposed

39
Q

Define schema and script. What is a script for a restaurant? How can the restaurant adjust their script to increase sales?

A

Schema: The set of associations linked to a concept (things that come to mind when you say university)
Script: Set of events you associate (driving, walking in, waiting, ordering)

40
Q

Define taxonomic categories and provide an example for one, complete with superordinate levels, basic levels, subordinate levels, and category members.

A

How consumers classify a group of objects based on similarity (beverages- soda, tea, water- diet, non diet)

41
Q

Define prototypical brand and provide an example of a prototypical brand (along with the category that the brand belongs to).

A

best example of category.

Coca-Cola (soft drink, beverage) Google: search engine

42
Q

Define construal level and provide an example of concrete and abstract processing.

A

The extent to which people’s thinking is abstract of concrete.

  • Concrete: Packing, lines, taxi :(
  • Abstract: beach :) Sun :)
43
Q

How does decay, interference and primacy/recency affect message retrieval?

A

Decay: Weakening of message strength over time
Interference: Strength of memory deteriorates over time because of competing memories
Primacy/recency: remember what came first or last in a sequence

44
Q

What are retrieval cues, and what are two examples of retrieval cues?

A

Facilitates memory- logos, package, typefaces

45
Q

Define attitudes. What are three characteristics of attitudes

A

Attitude: An overall evaluation that expresses how much we like or dislike an object, issue, person or action

Favorability, accessibility, confidence, persistence, resistance

46
Q

What is the difference between central-route and peripheral-route processing?

A

Central route: attitude formation and change process when effort is high (if it matters a lot we think about it a lot)
Peripheral: effort is low (doesnt matter dont think about it)

47
Q

What are the three components of the cognitive response model (include definitions of each)?

A

Counterarguments-disagree with the ad?
Support arguments-agree with the ad?
Source derogations-what do you think of source?

48
Q

Define and draw a figure that explains the theory of reasoned action.

A

I think I should, → Society says I should, –> I probably will.
Example: “I think I want to lose weight” → “Society says people should be healthy and fit” → “I am influenced to go on a diet”

49
Q

Define one-sided, two-sided, and comparative messages. In which case would a marketer use each message?

A

One sided: Presents only positive info
Two-sided: Positive + Negative
Comparative: Makes direct comparisons with competitors

50
Q

How are messages that elicit emotional appeals and affective responses related?

A

Affective: When consumers generate feelings from the add

Emotional appeal: Message wants you to generate feelings

51
Q

Provide one example of casting a celebrity in an endorsement role using the match-up appeal.

A

Appropriate celebrity for what they are endorsing. Example: Cam Newton is a better spokesperson for the “Play 60” campaign than Carrie Underwood because he is known for being an athlete and she is not.

52
Q

Define thin-slice judgments. Next, provide an example of how a person might use thin-slice judgments to make evaluations.

A

Evaluations made after very brief observations

53
Q

Describe the ‘wear-in’ and ‘wear-out’ effect of message repetition on a consumer’s understanding of an advertising message.

A

Wear-out-becoming bored with a stimulus

Wear-in-consumer begins to learn

Consumer Behavior (2 decks)

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