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Consumer Behavior > Consumer Behavior Exam 2 > Flashcards

Consumer Behavior Exam 2 Flashcards

1
Q

What is Consumer Behavior?

A

The acquisition, consumption and disposition of goods, services, time & ideas by (human) decision making units.

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2
Q

What influences Consumer Behavior?

A

Influenced by advertising, social media, friends/family, celebrity, sport & marketing communications.

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3
Q

What are three components of Consumption?

A

Acquisition: set of methodologies and systems to manage customer prospects and inquiries generated by a variety of marketing techniques.
Usage: A firm might develop a product that is not to be used with another product
Disposition: Throw out, recycle, Ebay

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4
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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5
Q

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

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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6
Q

Name the three needs, and give an example.

A

Functional, Symbolic, Hedonic

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7
Q

What are three conflicts related to needs?

A

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

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8
Q

Define prototypical brand and provide an example.

A

best example of category.

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

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9
Q

What are the three components of the cognitive response model?

A

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

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10
Q

One-sided message

A

One sided: Presents only positive info

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11
Q

Two-sided message

A

Two-sided: Positive + Negative

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12
Q

Comparative message

A

Comparative: Makes direct comparisons with competitors

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13
Q

Define thin-slice judgments.

A

Evaluations made after very brief observations

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14
Q

Describe “wear-in” and “wear-out” effect.

A

Wear-out-becoming bored with a stimulus

Wear-in-consumer begins to learn

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15
Q

What is the definition of problem recognition?

A

percieved difference between an actual and ideal state

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16
Q

Define Ideal state, give an example.

A

The way we want things to be. ex: have a nice car, nice home etc

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17
Q

Define actual state, give an example

A

the way things actually are. ex:poor college student

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18
Q

What does “keeping up with the joneses” mean?

A

Always need the newest item. “new technoogy makes life easier”

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19
Q

Define Internal search.

A

The process of recalilng stored information from memory

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20
Q

What are two types of information recalled during an internal search?

A
  • Brands

- Experiences

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21
Q

Define retrieval set.

A

Brands or stores more readily remembered.

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22
Q

Define evoked set.

A

alternative brands evaluated when making a choice.*

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23
Q

Is retrieval or evoked set more desirable for a company?

A

Evoked set

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24
Q

How can a company use goals or usage situations to get you to consider and/or purchase a product?

A

Associate products with meeting goals

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25
Q

Define salience, provide an example.

A

“top of mind” or more important in consumer’s mind; egg white sandwiches at Dunkin Donuts for more health conscious consumers

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26
Q

What role does diagnosticity mean to attribute recall?

A

Ability to help us distinguish objects from one another.

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27
Q

Define confirmation bias and provide an example.

A

tendency to recall information that reinforces or confirms our overall beliefs rather than contradicting them; news reporter seeking witnesses with their view on the issue

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28
Q

What are some factors that hurt the accuracy of internal search?

A

consumers dont always accept key concepts
consumers recall other more accessible attributes
inhibition- recall of one attribute inhibiting the recall of another
mood

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29
Q

What is the difference between pre-purchase search and ongoing search?

A

pre-purchase search- a search that aids buying decision

ongoing search- a search that occurs regularly, regardless of whether the consumer is making a choice

30
Q

What are three examples of sources of external search?

A

retail- visits, calls, online
media- news, social media, advertising
experiential- try before you buy

31
Q

What is information overload and how can it affect external search?

A

the exposure to too much information or data; can lead to a decline in decision quality. how many sites do you visit before you make a purchase?

32
Q

How does involvement, perceived risk, consideration set, relative brand uncertainty and discrepancy of information affect the motivation to process info?

A

the greater the perceived risk and involvement, the greater the focus on the search process. the more brands in a consideration set, the longer the search process. the more uncertainty around the decision, the longer the search. the greater the discrepancy of information, the longer the search

33
Q

Regarding the ability to process info, what are 2 characteristics of consumers who would conduct a longer search for info?

A

uncertain, discrepant

34
Q

Define judgment as it relates to decision making.

A

evaluations or estimates regarding the likelihood that products or services possess certain features or will perform in a certain manner

35
Q

Define anchoring and provide an example of anchoring in a retail setting.

A

starting with an initial evaluation and adjusting it with additional information; the initial price offered for a new car. prices lower than the initial price may seem more reasonable thanif they were to be the initial price

36
Q

What role does mental accounting play in decision making?

A

categorizing spending and saving decisions into “accounts” mentally designed for specific consumption transactions, goals, or situations; vacation account, emergency account

37
Q

Define framing and provide an example in a marketing context.

A

the initial reference point in the decision process.

200 saved or 50% chance 400 saved

38
Q

What is the difference between compensatory and noncompensatory decision rules. Provide an example of each.

A

compensatory- the consumer trades off one characteristic against another; SW
noncompensatory- selecting a product or service on the basis of one characteristic or subset of characteristics regardless of the values of other attributes; Ford, never Chevy

39
Q

Describe elimination by aspects; how is it related to non compensatory decision roles?

A

(non-c) attributes ordered by importance; alternatives acceptable on first attribute proceed to next attribute

40
Q

Define and provide an example of prospect theory.

A

losses have more influence than gains. consumers have stronger reactions to price increases than price decreases

41
Q

What role does the endowment effect play on the value of an item?

A

garage sales- price goods higher because you own them

42
Q

How might a customer make a decision between two products that cannot be compared directly?

A

Alternative based: overall evaluation, may use pros & cons.
Attribute based: consumers form abstract representations to help them compare options.

43
Q

What are two decision characteristics that affect high-effort decision making?

A

info availability- the amount, quality, format of info

trivial attributes- attributes that not necessary but pushes a person to purchase

44
Q

How does a decision made in a group context differ from a decision made for an individual who is alone?

A

when in the presence of a group, we tend to use different decision-making criteria, what image do we want to convey, selecting a choice that minimizes the likelihood of risk or regret of the group, and how we gather that info from the group members

45
Q

Define representative heuristic and provide an example.

A

comparing a stimulus with the category prototype; what does “made in china” mean to you?

46
Q

Define availability heuristic and provide an example.

A

basing judgments based on events that are easier to recall. hungry so think to eat at AMU

47
Q

Define base-rate info and provide and ex.

A

how often an event really occurs on average. John is a man wearing goth clothes with long black hair listening to heavy metal music. is he likely to be Christian or Satanist?

48
Q

Define the law of small numbers and provide an example.

A

info obtained from a small number of people that represents the total population. go thru town, first 10 people see are children, come to conclude there are no adults in the town

49
Q

What is satisficing, and what is an example of a company that seems to do well when customers use satisficing as a decision making tool?

A

low-effort decision making, selecting a brand that satisfies a need even tho might not be best brand; subway eat fresh

50
Q

What role does learning play in consumer decision making?

A

we decide on a choice tactic, make the choice, use the product, then based on the outcome we learn and adjust the choice tactics we use in the future

51
Q

How does a company use reinforcement and punishment (in a consumer behavior context?)

A

reinforcement- it worked! do it again next time, Crest toothpaste
punishment- it didnt work! never do it again. generic trash bags ripped so buy Hefty every time now

52
Q

What are 3 examples of choice tactics that a consumer may use when considering a low-effort decision?

A

performance-related
habit
brand loyalty

53
Q

What is the zone of acceptance? Provide an example.

A

the zone of acceptable prices for a certain product

54
Q

What are the 3 types of normative influences discussed in class?

A

direct- others manipulate us
vicarious- we observe others to guide our behavior
indirect- we are concerned about the opinions of others

55
Q

Why would a consumer change their purchase habits to seek variety rather than their tried-and-true purchase options?

A

satiation/boredom
optimal stimulation/sensation seekers
vicarious exploration

56
Q

What are 2 feelings and/or processes that occur when a consumer engages in impulsive buying?

A

intense feeling

disregard negative consequences

57
Q

Define post-decision dissonance and provide an example.

A

a feeling of anxiety of whether the correct decision was made or not

58
Q

How does post-decision dissonance differ from post-decision regret?

A

regret- a feeling that one should have purchased another option

59
Q

What are two things that a conusmer might do to relieve cognitive (post-purchase) dissonance?

A

take back the item

seek positive feedback to justify purchase

60
Q

What are three factors that affect learning?

A

motivation- leads to seek out info
prior knowledge
ambiguity of info/lack of opportunity

61
Q

How does overconfidence affect learning behavior?

A

inhibit learning by making customers avoid both highly negative and diagnostic info

62
Q

What is the difference between a top-dog and underdog brand. Provide an example of each.

A

topdog- market leader, limitations to learning are advantageous; McDonalds
underdog- lower-share brands, want to encourage consumer learning; PitaBros

63
Q

What are two dimensions that a consumer considers when evaluating a product?

A

(dis)Satisfaction- (un)happy with purchase
dimensions- how well the product functions, how well the product makes me feel
(Utilitarian and hedonic)

64
Q

What is the disconfimration paradigm? What role do expectations and performacnce play in the disconfirmation paradigm?

A

shows how satisfaction and dissatisfaction can occur. disconfirmation is the discrepancy btwn expectations and performance. basically, you have expectations about something…then experience it.. then have a discrepancy based on the performance then you determine whether or not the result is something that should be considered for future experiences.

65
Q

Define attribution theory.

A

how people find explanations for events

66
Q

What are three factors that a consumer may consider under attribution theory?

A

stability, focus, controllability

67
Q

Define equity theory and provide an example/

A

focuses on the fairness of exchanges between individuals. the salesman spent tons of time with me before i purchased the car now he can be nowhere to be found

68
Q

Provide two ways that a consumer might cope with dissatisfaction.

A

active coping- try to solve the problem, control emotions, look on bright side
avoidance- avoid thinking about it, refuse to believe the problem has occurred

69
Q

Wha are two responses a consumer might have after experienceing dissastisfaction?

A

take no action

discontinue purchasing

70
Q

What is the difference between physical detachment and emotional detachament?

A

physical- physically disposing of an item

emotional- emotionally disposing of an item

71
Q

What are three things that recycling behavior depends on?

A

motivation, ability, opportunity

Consumer Behavior (2 decks)

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