Consumer Behavior Final Exam Flashcards
What is meant by a central cue?
An ad element that makes an important argument about brand’s performance
ex. Before and after pictures
What is a Peripheral cue?
An attractive element that has little to do with the ad.
ex. A shirtless guy
Describe the knowledge-purchase information search relationship.
Inverted “U” shape
Give one managerial implication of absolute thresholds
Sign in a window
Describe the fear appeal
If they don’t have that product, something bad will happen making them want to buy it
If expectations meet perceived performance exactly, ________ results.
Cognitive satisfaction - mild affect only
What are the two processes when going from short term to long term
Rehearsal or elaboration
Describe two elements of the Theory of Reasoned Action
Measures behavioral intentions and attitude toward the act of buying
What is the capacity and duration of short term memory?
7 +/- 2 chunks, about 20 seconds
Example of puffery and a brand claim that would require substantiation
“You’ll love our fried chicken”
Order of the 3 attitude components in the ABC model and which is formed for a low involvement product?
Cognition, Behavior, Affect. Think Do Feel
Example of a 2 sided refutation argument
It costs more, but it’s worth it
When somebody is well-liked, they have a which type of power base?
Referent power
What is one way to improve a brand attitude by the multi-attribute attitude model discussed in class?
Improve belief score on an important attribute
Two dangers or risks in using comparative advertisements
Giving brand name exposure to competition, mean spirited, have to show proof
What is “retail atmospherics”
Sight, sound, mood for the store
What is it called when a company tries to control consumer word-of-mouth?
Amplified WOM (as opposed to organic WOM)
What are opinion leaders like?
Product-specific, have referent, expert, often legitimate power
Give two managerial implications of the expectancy disconfirmation model
Don’t overprice, quality control manage and understand expectations
What is the major advantage of Fishbein’s Theory of Reasoned Action?
Better predictor of behavior than traditional attitude models
If you had to describe to someone what basically all consumer behavior boils down to what is it?
Seeking value
Describe the processes behind need recognition and opportunity recognition
if the actual state drops, there is a need that needs to be filled.
What is the type of moral belief system that considers the fairness of an action?
Moral Equity
Three things that will influence how much pre-purchase a person will do on a product
Prior knowledge, Situational Influences, and Social Influences
What is the basic difference between consumer problem behavior and consumer misbehavior?
Problem behavior is beyond a consumers control. It includes compulsions and addictions. Misbehavior is intention and involves disregarding laws in order to get something for nothing.
Describe the logic behind consumer adoption categories diagram
The percentage of adopters is on the y axis, and the time they adopt is on the x axis. Divided into categories
Describe what is meant by “think, feel, do” including what it applies to and when it would apply
Low involvement product, the person would become aware of the product, try it, and decide if they like it or not
Differences between classical and operant conditioning
Classical: neutral stimulus paired with a meaningful stimulus.
Operant: behavior is reinforced and therefore is repeated. ex. when a dog sits, he gets a treat
Difference between unplanned purchase and impulse purchase
Unplanned: You see something you remember that you need and you buy it
Impuls: You see something you want (candy bar)
What is meant by planned obsolescence?
Makes consumers believe they need to replace their product when it is actually still functional.
ex. iPhone upgrades
What is meant by planned obsolescence?
Makes consumers believe they need to replace their product when it is actually still functional. ex. iPhone upgrades
Definition of deceptive advertising
Message that omits information that is important to consuemrs
Describe the lexicographic decision rule
The product that is thought to perform best on the most important attribute is selected
ex. Picking the car with the best MPG
Name the 5 stages of the consumer decision making process in order.
Exposure, Attention, Comprehension, Acceptance, Retention.
Every ass can accept rimming
What is the Elaboration Likelihood Model?
Makes specific recommendations about how to persuade consumers based on their motivation level and ability to process.
Fishbein’s Theory: Why was it developed?
To improve predictive validity of attitude measurement
Fishbein’s Theory: What is a subjective norm?
Measure of social influence on us from society
Fishbein’s Theory: What is the end result?
Will the consumer make the purchase?
What is the absolute threshold?
Minimum amount of stimulation that can be detected
What does JND stand for?
Just noticeable difference
If outlet selection is first:
intensive or selective distribution is key. Brand has to be available wherever the consumer shops
If brand selection is first:
Exclusive distribution is key.
What is the expectancy disconfirmation theory?
Expectations of the brand and perception of performance after the purchase.
Expectations > Performance = Dissatisfied
Performance = Expectations = Cognitive
Performance > Expectations = happy customer
What is Deindividuation?
A person’s individual identity and attitudes. When in a group, they do things they normally don’t do. ex. Military, Jail
Social Loafing is what?
When individuals don’t work as hard in groups
What is risky shift?
Group decisions tend to be more risky than any individual would make individually
What is decision polarization?
Whatever way most group members were leaning before group discussion
What is referent power?
When you act a certain way in a group so you can identify with them
What is legitimate power?
ex. Police power or a boss has legitimate power over employees
What is legitimate power?
Group possess knowledge that members desire to gain.
ex. me with apple stuff
What is reward power?
Sports team give MVP to a team member or a raise if you do well
What is coercive power?
Group power to sanction members.
ex. Kick a player off the team for using drugs
Information Influence is what?
Consumers use the behaviors & attitudes of reference groups as information for making their own decisions
What is utilitarian influence?
Consumers conform to group expectations to receive a reward or avoid punishment
What is value-expressive influence?
Consumers join a group to express their own values and beliefs
What is an example of a utilitarian value?
Joining a club to put it on a resume
What is an example of a hedonic value?
Joining a marketing frat to meet people & have fun
What is acquisitional shopping?
Shopping with a purpose. Buying a specific item
What is epistemic shopping?
Shopping around to learn about about products. Ex. Buying a TV
What is experiential shopping?
Shopping for fun
Shopping for the experience!
Impulse purchases and unplanned purchases make up _____ of retail store purchases
2/3
What are deficient products?
products that have little to no potential to create value
ex. faulty appliances
What are salutary products?
products that are good for both consumers and society in the long run. High utilitarian value
ex. air bags
What are pleasing products?
products that please us, but may be harmful in the long run
ex. cigarettes
What are desirable products?
products that benefit the consumer and society in the long run. High utilitarian and hedonic value
ex. weight-loss products
Consumer Bill of Rights includes:
Right to safety, be informed, redress and heard, and choice
Shoplifting costs retailers….
$13 billion a year, $400 a person
Consumer misbehavior is,
deliberately harmful to another party
Problem behaviors is,
Behaviors that are outside a person’s control
