Consumer Behaviour L9 Flashcards
What is a consumer?
A person who consumes, especially one who uses a product. Purchaser of goods or services.
What is a consumer society?
A society in which the marketing of goods and services is an important social and economic activity. Centrality of products and services to our lives. Its particular to our socioeconomic region.
What is consumer culture?
- Pattern of beliefs, values, meanings and customers
- Shared by a group of people ay an implicit level
- Consumption is a cultural activity not just a practical/economic activity
- More about want than need
What is consumerism?
A preoccupation with consumer goods and their acquisition
What is the classic model of high involvement decision making?
Need recognition –> Information search –> Evaluation of alternatives –> Purchase decision –> Post purchase behaviour
Assumes consumers are rational problem solvers. Associated with the purchase of products where you need expertise.
What is the consumer choice process?
Matrix of high involvement/low involvement and thinking/feeling
Classic model is high involvement and high thinking
Emotion driven choice is high involvement and high feeling
Impulse buying has moderate involvement and high feeling
What is the rationale for high involvement?
Used when:
- It is important to self image
- It is of continual interest
- Risky purchase: financial, social or technological
- Significant emotional appeal
- Socially meaningful
What determines whether we make high or low involvement choices?
- Level of perceived personal importance/interest
- Stimulus specific (product/brand/service specific)
- Situationally specific
Varies from consumer to consumer
What is the significance of emotional/low involvement choices?
- 80% of our choices are emotional
- We buy things to make use feel better
- Anything done to excess can be addictive
What is the consumer black box?
It sits between stimuli (external factors) and responses.
Stimuli include the marketing mix and PESTLE factors.
The black box is the buyer’s mind and contains consumer characteristics and decision making process.
Responses include purchase/no purchase
What is the proposition acquisition process?
Motive development - decide we want something
Information gathering - overt or passive search
Proposition evaluation - consider alternatives and rank offerings
Proposition selection =-choice made but our minds may change
Acquisition/purchase - routine
Re-evaluation - cognitive dissonance - regret? Anxiety about choice?
How does Maslow’s Hierarchy of Needs apply to consumer motivation?
Consumers have physiological needs, safety needs, belongings needs, esteem needs and self actualisation needs
What factors enable consumer prediction?
- Lifestyle
- Lifestage, ethnic group, social class, culture, gender
- Personality
- Motivations approach
- Influencers
- Self concept
What is the lifestyle concept?
Can categories in terms of lifestyle, can assume certain factors about people
What is cognitive perception?
Cognition refers to mental action or process of acquiring knowledge and understanding through thought, experience and senses. How we see or sense things. Refers to positioning
What is learning?
The acquisition of knowledge or skills through study, experience or being taught; reputation and memory
- Classical conditioning
- Operant conditioning
- Social learning
- Memory enhanced through symbols
What are brand archetypes?
A genre you assign to a brand, e.g Apple seen as the creator, Dove seen as the innocent, Nike seen as the hero
What is the thinking vs feeling / cognition vs affect paradox?
Sometimes we know we are making the right decision whereas sometimes we feel we are making the right decision. Emotions or feelings can involve physiological responses (heart rate), behavioural responses or cognitive interpretations
What is perception and selective exposure?
Perception is based on prior attitudes, beliefs, needs, stimulus factors, and situational determinants
We avoid exposure to certain messages and actively seek out others to prevent overload
What are opinions, attitudes and values?
Cognitive, described as quick responses we may give to opinion poll questions
Attitudes are affective and held with a greater degree of conviction
Values are conative and held even more strongly than attitudes
What is experimental consumerism?
Opposite of consuming things that are practical/useful (utilitarian)
Pursuit of happiness and pleasure
What is experimental marketing?
Focuses on appealing to consumers’ five senses. Retail settings connect with consumer imaginations and create holistic brand experiences that bring the brand to life (Gronoos, 2006)
What is the experience economy?
4Es = entertainment, educational, escapist and aesthetic realms of experience
What is the experience economy in the digital age?
‘Consumers can be lured by spectacular promises via computerised images … turning the consumer into a desire machine’ (Alladi Venkatesh)
