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1111UNIYEAR22 > Consumer behaviour > Flashcards

Consumer behaviour Flashcards

1
Q

Definition of consumer behaviour.

A

The study of the processes involved when individuals or groups select, purchase, use or dispose of products, ideas or experiences to satisfy needs and desires.

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2
Q

What does consumer behaviour reflect

A

the totality of decisions about the consumption of an offering by decision making units over time.

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3
Q

Acquisition Usage and Disposition: define antecedents to cons. behaviour

A
  • situational factors
  • mood
  • usage contexts
  • time pressure
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4
Q

Acquisition Usage and Disposition: define purchase to cons behaviour

A
  • shopping exp
  • sales interaction
  • point of purchase
  • stimuli
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5
Q

Acquisition Usage and Disposition: define postpurchase to cons. behaviour.

A
  • consumer satisfaction
  • product disposal
  • alternatives.
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6
Q

What are the psychological cores to consumer behaviour

A
  • motivation, ability and opportunity
  • from exposure to comprehension
  • memory and knowledge
  • attitudes.
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7
Q

consumer behaviour outcomes

A
  • symbolic consumer behaviour

- marketing ethics and social responsibility

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8
Q

What affects consumer behav.

A 
Psychological factors:
Motivation, ability, and opportunity
From exposure to comprehension
Memory and knowledge
Attitudes
Decision making processes:
Problem recognition and information search
Judgment and decision making
Post-decision processes
cons. culture:
Social influences on consumer behavior

Consumer diversity

Household and social class influences

Psycholgraphics: Values, personality, and lifestyle

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9
Q

What is memory?

A
  • Psychological process by which knowledge is recorded
  • can be implicit or explicit
  • the persistence of learning of learning over time, via the storage and retrieval of info which can occur consciously or unconsciously.
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10
Q

What is Retrieval?

A
  • The process of remembering or accessing what was previously stored in memory.
  • Memory systems
    sensory, working (short term), and Long term (LTM)
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11
Q

What are the 3 memory systems?

A

Memory systems
sensory, working (short term),
- and Long term (LTM)

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12
Q

What is Sensory Memory?

A
  • storage of info that we received from all 5 senses
  • info is stored automatically, and retained only briefly
  • echoic: things we hear
  • Iconic: things we see
  • Olfactory memory: things we smell
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13
Q

What is working Memory?

A
  • proportion of memory where we encode or interpret incoming info and keep it available for further processing
  • short term memory
  • stores info for limited amount of time
  • level of MAO
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14
Q

What is Long Term Memory?

A
  • Part of memory where info is permanently stored for later use - hoyer et al 2013
  • episodic ( past experiences)
  • semantic memory (general knowledge)
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15
Q

Marketing implications of memory?

A

IMAGE PROCESSING
-Improves the amount of information that can be processed
-Stimulates future choice
-Realistic imagery improves consumer satisfaction
LEVERAGING EPISODIC MEMORIES
-Promoting empathy and identification
-Cueing and preserving episodic memories
- Reinterpreting past consumption experience

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16
Q

How is Memory Enhanced?

A
  • Recognition: The process of identifying whether we have previously encountered a stimulus when re-exposed to it.
  • Recall: The ability to retrieve information from memory without being re-exposed it.
  • Chunking:group of items that are processed as a unit
  • Rehearsal:Active and conscious interaction with the material one is trying to remember
  • Recirculation: Encountering info repeatedly
  • Elaboration: transferring info to long term memory by at deeper levels.
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17
Q

Knowledge Schemas? definition

A
  • info we already stored
  • Schemas – set of associations
    Vary in three dimensions
    Favourability
    Uniqueness
    Salience
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18
Q

Define antecedents?

A
  • situational factors
  • usage contexts
  • mood
  • time pressure
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19
Q

What is Purchase?

A
  • shopping experience
  • sales interaction
  • point of purchase stimuli
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20
Q

What is post purchase?

A
  • consumer satisfaction
  • product disposal
  • alternatives
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21
Q

What is psychological core?

A
  • motivation, ability and opportunity
  • from exposure to comprehension
  • memory and knowledge
  • attitudes
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22
Q

What is process of making decisions?

A
  • problem recognition and info search

- judgement and decision making

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23
Q

What is consumer culture?

A
  • social influences on behaviour
  • consumer diversity
  • social class influences
  • psychographics, values. personality and lifestyle
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24
Q

Consumer behaviour outcomes?

A
  • symbolic consumer behaviour

- marketing ethics and social responsibility

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25
Q

What are scripts?

A
  • a special type of schema that represents knowledge of a sequence
26
Q

What is a category?

A
  • prototype
  • prototypicality - the extent to which an object is representative of its categories
  • hierarchical
  • correlated associations
27
Q

What are goal derived categories?

A
  • things viewed as belonging in the same category as they fulfil same goals
  • Holiday (location, flight, things to do, etc.)
28
Q

What is construal theory?

A
  • Different levels of abstractness in associations that a consumer has about things
  • how a consumers psychological distance influences abstractness of associations and his or her behaviour
29
Q

Memory and retrieval?

A
  • decay: memory strength being weakening over time
  • interference: memory strength being detereoriated
  • serial position effects
    primacy and recency
  • retrieval errors
30
Q

What is motivation?

A
  • AN inner state of activation that provides energy needed to achieve a goal.
  • comprised of needs
  • desires
  • wants
  • drives
31
Q

What is consumer involvement?

A
  • A persons perceived relevance of the object based on their inherent needs, values and interests”
32
Q

cons involvement:What are enduring movements?

A
  • long term interest in an offering, activity or decisions?
33
Q

cons involvement:What is situational involvement?

A
  • temporary interest in an offering, activity or decision, and often caused by situational circumstances
34
Q

cons involvement; cognitive involvement

A

interst in thinking about and learning info pertinent to an offering, activity or decision?

35
Q

types of cons involvement

A
  • enduring movement
  • situational involvement
  • cognitive involvement
  • affective involvement
36
Q

cons involvement: affective involvement

A
  • interest in expending emotional energy and evoking deep feelings bout an offering
37
Q

What determines motivation?

A
  • personal relevance: something that has direct bearing on self that has potentially significant consequence or implication
  • self concept: perceived view of who one is
  • values: beliefs about what is right or wrong, important or good or bad
  • needs
  • goals
  • perceived risks
38
Q

What are Needs?

A
  • A need is an internal state of tension caused by disequilibrium from an ideal or desired state.
39
Q

Categorising needs?

A
  • SOCIAL (modelling, support) ««»»>Personal (safety, order, physical wellbeing)
  • SYMBOLIC (status, affiliation, belonging)««<»»self control, independence)
  • HEDONIC: (reinforcement, sex, play)««»»>(sensory, stiumulation, cognitive stimulation, novelty)
40
Q

What are goals?

A
  • a goal is a particular end state or outcome that a person would like to achieve
41
Q

What is appraisal theory?

A
  • a theory of emotion that proposes that emotions are on an individuals assessment of a situation or an outcome and its relevance to to his or her goals”
42
Q

What is perceived risk?

A
  • “the extent to which the consumer is uncertain about the personal consequences of buying, using or disposing of an offering.”
  • risk tends to be higher when:
  • new offering
  • high price
43
Q

Types of risk?

A
  • social (status)
  • time (commitment)
  • physical (safety)
  • psychological (reflects self concept)
  • financial (high price)
  • time ( commitment)
  • performance (work as expected)
44
Q

What is ability?

A
  • ability is the extent to which a consumer has the necessary resources to make an outcome happen?
45
Q

What is the perceptual process?

A
  • exposure»>attention»>perception»»comprehension
46
Q

Perceptual process: exposure

A

a process by which a consumer comes into physical contract with stimulus

47
Q

Perceptual process: attention

A
  • attention: the amount of mutual activity a consumer devotes
48
Q

Perceptual process: perception?

A
  • the process of determining the properties of stimuli using vision, hearing, taste, smell and touch
49
Q

When do consumers perceive stimuli?

A

ABSOLUTE THRESHOLDS- the lowest point at which an individual can detect a difference between ‘something’ and ‘nothing’
DIFFERENTIAL THRESHOLDS: - the minimal difference that can be detected between 2 stimuli

50
Q

What are attitudes?

A
  • an overall evaluation that expresses how much we like or dislike an object, issue, person or action
    hoyer et al 2013
51
Q

power/significance of attitudes

A
  • an attitude is a predisposition to evaluate an object or product positively or negatively
    important because:
  • guide our thoughts (cognitive function)
  • influence our feelings (affective function)
  • affect our behaviour (connative function)
52
Q

functions of attitudes?

A
  • utilitarian: reward/punishment
  • value: consumers central values/ self concept
  • ego defensive: protect consumers from external threats/internal feelings
  • knowledge: need for meaning/structure
53
Q

characteristics of attitudes?

A

FAVOURABILITY: how do we like something
ACCESSIBILITY: how easily can an attitude be retrievbed
CONFIDENCE: what is the strength of an attitude
PERSISTANCE: how long does an attitude last
RESISTANCE: the degree to which an attitude can change
AMBIVALENCE: having mixed evaluations

54
Q

attitude formation: the ABC model

A
  • Affect: how a consumer feels about an attitude object
  • Behaviour: the consumers intention to do something with regard to an attitude object
  • Cognition: the beliefs a consumer has about an attitude object
55
Q

high efforts vs low effort routes to attitude formation/change?

A
  • central route: attitude formation and change when effort is high
    peripheral route: the attitude formation and change process when effort is low.
56
Q

expectancy value models?

A

theory of reasoned action (TORA):

- provides an expanded pictures of how hwen and why attitudes predict consumer behaviour.

57
Q

Marketing implications?

A
  • diagnosing existing attitudes
  • changing consumer attitudes
  • change beliefs
  • changes evaluations
  • add a new belief
  • imagined experience
  • target normative beliefs
58
Q

what is affective response?

A
  • when consumers generate feelings and images in response to a message
59
Q

what are unconscious influences?

A
  • low effort situations occur below conscious awareness
  • thin slice judgement(first impression)
  • body feedback (physical reactions)
  • inferences based on associations
60
Q

Influencing cognitive based attitudes

A
  • communication source
  • messgae
  • category and schema consistent info
  • many message arguments
  • simple messages
  • involving messages
  • context and repetition
61
Q

Affective bases of attitudes

A
  • mere exposure effect
  • classical and evaluative conditioning
  • attitude toward the ad
  • mood
    classical conditioning be:
    UCS»>UCR»>CR»»CS
62
Q

factors affecting affective attitudes?

A
  • attractiveness
  • likeability
  • celebrity
  • pleasant pictures
  • music
  • humor
  • sex
  • emotional content
  • context

1111UNIYEAR22 (4 decks)

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