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Consumer Behavior > Consumer Behavior Final > Flashcards

Consumer Behavior Final Flashcards

1
Q

What are the steps in the Consumer Decision Process (CDP) model?

A 
Need Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Purchase
Consumption
Post-consumption Evaluation
Divestment
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2
Q

What are the 5 sub-stages within the Information Processing stage of the CDP? (As a consumer is exposed to info from external search, they begin to process the stimuli…)

A 
Exposure
Attention
Comprehension
Acceptance
Retention
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3
Q

What are the marketer dominated sources of info?

A 
Advertising
Salespeople
Infomercials
Websites
Point-of-sales materials
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4
Q

What are the non-marketer dominated stimuli?

A

Friends
Family
Opinion leaders
Media

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5
Q

What are the environmental influences that play a role in Need Recognition?

A 
Culture
Social class
Personal influence
Family
Situation
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6
Q

What are the individual differences that play a role in Need Recognition?

A 
Consumer Resources
Motivation
Knowledge
Attitudes
Demographics, psychographics, personality, values, and lifestyle
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7
Q

What is the evoked (choice) set?

A

Final short list of brands we seriously consider buying from

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8
Q

What is the awareness set?

A

All of the brands we are aware of (not necessarily those we consider buying)

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9
Q

What is a salient attribute?

A

Important to the consumer but not necessarily a tie-breaker (e.g. airline safety)

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10
Q

What is a determinant attribute?

A

The attributes that end up breaking a tie between two brands (e.g. leg space, seat comfort, or food quality on an airline)

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11
Q

What is the most critical stage of the CDP for marketers?

A

Purchase

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12
Q

What is divestment?

A

How the consumer gets rid of the product

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13
Q

What is lateral cycling?

A

When the consumer doesn’t sell or recyle the product, but instead they hand it over to someone else (i.e. hand-me-downs)

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14
Q

What are the psychological processes that influence consumer behavior?

A

Information processing
Learning
Attitude and behavior change

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15
Q

What are the different types of CDP problem solving, from low to high complexity?

A

Routine Problem Solving (RPS)
Limited Problem Solving (LPS)
Extended Problem Solving (EPS)

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16
Q

All 7 stages of the CDP are often activated for which type of problem solving?

A

Extended Problem Solving (EPS)

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17
Q

Most of the decisions we make fall under which category of CDP problem solving?

A

Routine Problem Solving (RPS)

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18
Q

Habitual decision making falls under which category of CDP problem solving?

A

Routine Problem Solving (RPS)

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19
Q

Impulse buying falls under which category of CDP problem solving?

A

Limited Problem Solving (LPS), in its least complex form; could also be routine in a sense although it’s done at the Point of Purchase (POP)

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20
Q

Is the variety seeking decision process high or low involvement?

A

Low

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21
Q

What is the difference between brand inertia and brand loyalty?

A

Brand inertia is out of habit, not necessarily because it’s your favorite brand. If it’s out of stock, you would just buy another brand, whereas with brand loyalty, it’s because that brand is legitimately your favorite. If it’s out of stock, you would go to another store down the road to find your brand (not willing to settle). e.g. cigarette smokes are very loyal, “I only smoke Marlboros”

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22
Q

For repeat purchases, the two main forms of decision-making processes are ____ and ____.

A

Repeated problem solving

Habitual decision making

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23
Q

The size of user market is one indicator of ____.

A

Market attractiveness (e.g. Lots of people in the US wear sneakers, so it is an attractive market.)

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24
Q

The size of nonuser group speaks to _____.

A

Future growth opportunities (e.g. Lots of people in New Zealand don’t wear sneakers, so it’s a huge untapped market with great potential. Can be perceived as positive or negative.)

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25
Q

What is the Pareto principle?

A

80/20 rule. 80% of your consumption comes from 20% of the user population. (Numbers vary, but the principle remains.)

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26
Q

What is primary/generic demand?

A

Not for a particular brand, but for the type of product (e.g. wine or OJ) - Making the whole pie bigger, not trying to increase your slice of the pie. Less common type of marketing.

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27
Q

What are complementary products?

A

Products that are consumed only with other products. (e.g. ketchup and fries, donuts and coffee, PB&J)

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28
Q

What is use innovativeness?

A

When consumers find new ways to use products (aside from their originally intended use) (e.g. baking soda to deodorize or keep your fridge clean)

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29
Q

What is usage volume segmentation?

A

Dividing consumers into segments based on amount of consumption (heavy, moderate, light users)

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30
Q

What are 2 ways to encourage consumption?

A

1) Enhance the frequency of consumption (e.g. toothpaste use increasing from 1x to at least 2x a day)
2) Enhance the amount consumed per use (e.g. shampoo, rinse, and repeat)

31
Q

What is positive reinforcement in consumption?

A

To satisfy a need, e.g. you go to a movie to relax

32
Q

What is negative reinforcement in consumption?

A

To avoid negative outcomes, e.g. eyedrops to avoid red eyes

33
Q

What is punishment in consumption?

A

You hope that the product will result in positive or negative reinforcement, but it actually gives you a negative outcome (e.g. you go to a restaurant so you don’t have to cook, but the food is cold, the waiter is rude)

34
Q

What is the difference between multichannel and omnichannel shopping?

A

Multichannel is when you shop in store, online, via cell phone, etc. (all parts of the supply chain/retail experience)
Omnichannel is when you take multichannel 1 step further - Shopping simultaneously in more than one channel, e.g. you go to Best Buy to look around but carry your phone to compare prices on Amazon

35
Q

What are consumption norms?

A

Informal rules that govern our consumption behavior (e.g. corsage at prom, hot dog at a baseball game)

36
Q

What are consumption rituals?

A

A type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence and that tend to be repeated over time (e.g. holiday rituals like gift giving or parties, NFL gameday rituals); Often religion-based, but not always

37
Q

What is ethnography?

A

Type of qualitative consumer behavior research methodology; involves decribing and understanding consumer behavior by interviewing and observing consumers in real-world situations/in their natural habitat (includes shadowing, behavioral mapping, consumer journey, extreme user interviews, storytelling, unfocus groups, etc.); more observational than a survey; typically 1 on 1 but not always
(e.g. Swiffer was a result of this kind of research on mops)

38
Q

What is shadowing?

A

Researcher follows consumers around the store or bar/restaurant to observe their behaviors

39
Q

What is behavioral mapping?

A

Tracking/monitoring the physical activity of people in their natural habitat (e.g. tracking in Walmart shopping carts)

40
Q

What is consumer journey?

A

Ethnographic researchers trying to monitor, track, and study a typical consumer’s journey through the CDP process in real life

41
Q

What are extreme user interviews?

A

Interviewing extreme users of my product or brand. If I’m launching a line of cooking knives, I could interview chefs (my customers). At the same time, also interviewing people who don’t use knives at all or rarely do. Whole range of interviews but on both ends of the spectrum only

42
Q

What is storytelling?

A

New technique where market researchers ask consumers to put their consumption experiences in the form of a story and tell the story about how they consume the product.

43
Q

What are unfocus groups?

A

Opposite of focus groups. Much more relaxed, people aren’t even told what to talk about. Informal place, not in a market research location. Not in an artificial setting. Might be a bar, restaurant, mall patio. Get the conversation going, they might order a drink or some snacks. Researcher is a fly on the wall and sees what info they are able to get from participants.

44
Q

What is customer churn?

A

The percentage of customers that stopped using your company’s product or service during a certain timeframe. = the number of customers you lost during that time period divided by the number of customers you had at the beginning of that time period.

45
Q

Which popular customer satisfaction award has recently lost its power by becoming too diluted and giving away too many awards in too many different categories?

A

J.D. Power

46
Q

Which measure of post-consumption evaluation is more effective than customer satisfaction in indicating loyalty/likelihood to repeat purchase?

A

Customer delight

47
Q

What is a better indicator of satisfaction than repeat buying?

A

The extent to which a customer would recommend a product

48
Q

What was the #1 causes for customer dissatisfaction?

A

Inability to speak to a live person about a problem or need

49
Q

Customer satisfaction is inversely related to ____.

A

Price sensitivity

50
Q

What was the #1 activity that increased cx satisfaction?

A

Ability to customize a particular product or service according to your own preferences

51
Q

What is Net Promoter Score (NPS)?

A

% of promoters - % of detractors

52
Q

Consumers may not feel the need to complain when they:

A

Are only mildly dissatisfied, do not hold the product responsible, and/or don’t think it’s worth the time and effort to complain

53
Q

Consumer beliefs and feelings are different, but both impact _____.

A

Consumer attitudes

54
Q

What is the single most important construct in determining the intentions of consumers?

A

Consumer attitudes

55
Q

Consumer attitudes influence ____, which in turn result in _____.

A 
Consumer intentions
Consumer behavior (follow through)
56
Q

What are consumer beliefs?

A

Subjective judgments about the relationship between two or more things

57
Q

What are consumer feelings?

A

An affective state (e.g. current mood state) or reaction (e.g. emotions experienced during product consumption); more emotional than beliefs

58
Q

What are consumer attitudes?

A

Global evaluative judgments; not global as in the whole world, but as in holistic/overall, the totality of evaluative judgments that are formed by a consumer based on their beliefs and feelings; firms are very interesting in knowing about these as they strongly influence consumers’ purchase and consumption intentions

59
Q

What are consumer intentions?

A

Subjective judgments by people about how they will behave in the future

60
Q

What are the 3 types of consumer beliefs?

A

1) Expectations
2) Brand distinctiveness
3) Inferential beliefs

61
Q

What are consumer expectations?

A

Beliefs about the future; consumers’ willingness to spend is influenced by beliefs about their financial future

62
Q

What is brand distinctiveness?

A

Why a consumer should want to buy your brand instead of the competitor’s; the desirability of products having something unique to offer to their consumers is also known as the Unique Selling Proposition (USP)

63
Q

What are inferential beliefs?

A

Beliefs are often inferred when product information is incomplete; also undertaken when consumers interpret certain product attributes as signals of quality (e.g. price, packaging); consumers use information about one thing to form beliefs about something else

64
Q

What are the 3 types of consumer feelings?

A

Upbeat, negative, and warm

65
Q

Consumer feelings can occur during which part(s) of the consumer experience?

A

Advertising, shopping, and consumption

66
Q

What is by far the most widely used advertising appeal in the US?

A

Humor

67
Q

What is A^o?

A

Attitude towards the object; evaluation of the attitude object

68
Q

What is A^ad?

A

Attitude towards the advertisement; global evaluation of an ad

69
Q

What is A^b?

A

Attitude towards the behavior; evaluation of performing a particular behavior involving the attitude object

70
Q

What is a preference?

A

Attitudes toward one object in relation to another (i.e. your attitude towards one brand is so positive that you prefer it over the other brands in your choice set)

71
Q

What are some examples of consumer behavior?

A

Recommending, buying, or posting positive reviews about a product

72
Q

What are the 2 multiattribute attitude models and what is the main difference between them?

A

Fishbein Multiattribute Attitude Model
Ideal-Point Multiattribute Attitude Model

The main difference is that the latter measures how far away the consumer perceives the product to actually be from their ideal performance on that attribute MEANING that a higher # result for the Fishbein model is better whereas a lower # result for the Ideal-Point model is better because it means your product is closer to the ideal

73
Q

What is e^i?

A

evaluation of an attribute (e.g. How important to you is durability in running shoes?)

74
Q

What is b^i?

A

how strongly consumers believe a particular brand possesses a given attribute (e.g. How durable is brand A running shoes?)

Consumer Behavior (1 decks)

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