Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Marketing > Consumer Buying Behavour > Flashcards

Consumer Buying Behavour Flashcards

1
Q

Explain the consumer product acquisition process

A

Motive development leads to information gathering which leads to product evaluation and selection and thereafter acquisition and reevaluation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Why is repetition important in
marketing

A

To make the consumers more likely to notice and remember the offerings

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What is the difference between opinions, attitudes and values

A

Opinions are more easily changed than attitudes which in turn fluctuate more than values

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What are reference groups in regards to consumer behavior

A

People that consumers might want to emulate such as celebrities and spouses

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What are Cognitions

A

Thoughts

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are transvections

A

How transactional goods are transformed into consumer goods by moving up the supply chain

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What does it mean that the consumer acquisition process is iterative

A

That each stage can ether lead to the next or back to the previous

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What is an overt search

A

When the consumer is actively looking for solutions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What does it mean that consumers have an evoked set in mind when evaluating products

A

That they have a range of products they already know and consider

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What is the threat of showrooming

A

That consumers may change their preferences which firms need to tackle by improving their offerings

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Fo people think about routine purchases

A

No

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

When are people more likely to use credit cards

A

On specialized irregular purchases

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

How might producers reduce the pain of infrequently purchases

A

By offering credit options, generous warranties and a simple acquisition process especially for buying packages

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What is cognitive dissonance

A

That people are motivated to reevaluate when our position changes due to some event.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What is the consequence of cognitive dissonance

A

As it causes anxiety people are motivated to adapt their behavior to avoid miscalculations and regret again

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What actions do people commonly take in the face of cognitive dissonance

A

Trying to forget, downplaying the issue, affirming our new opinion or attempting to undo the action

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What is UGC

A

User generated content that may be used to access their feelings and that perpetuate the offering through word of mouth

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What types of influencers are the most persuasive overall

A

Known peer influencers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

On the motive development and information gathering stages (awareness) who are the most effective influencers

A

Cose friends and family

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Who are the most affective influencers at the proposition evaluation and selection phases (consideration)

A

YouTube videos and anonymous peer reviews

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Who are the most effective influencers at the proposition selection and acquisition (action) phases

A

Family and friends

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

What is system 1 thinking

A

Instinctive fast thinking

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

What is system 2 thinking

A

Logical reasonable thinking

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

If we are stressed or tired are we more likely to think fast or slow

A

Fast as it is less energy demanding

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

How does AMA define perception

A

The cognitive impression that is formed of reality which influences the individual’s actions and behavior towards the object

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

What is selective exposure

A

The fact that people filter what they are exposed to depending on perceived importance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

What is consumer involvement

A

The personal importance a consumer attaches to a given advertisement message. It explains how receptive they are to messages of that kind at the moment

28
Q

How should you advertise to the products where the customers are in the high involvement/thinking quadrant like lifeinsurance

A

Give high detail messages as all will be considered and evaluated

29
Q

How should you advertise high involvement/ feeling quadrant products like gold watches

A

Use highly emotional advertising and you may expose them for linger as they dint tire

30
Q

If a product is in the low involvement/ thinking quadrant how should you advertise it

A

Try to create and reinforce habitual buying

31
Q

How should low involvement/ feeling products be advertised

A

Cater too personal satisfaction

32
Q

What is perceptual mapping

A

Seeing how brands are related to certain keywords to maybe reposition if they are seen as negative

33
Q

What distinguishes the classical conditioning learning model

A

Building associations between conditioned stimuli like Pavlov’s bell to decided unconditioned stimuli like food

34
Q

What distinguishes the operant conditioning learning method

A

Reinforcing behavior with punishments and rewards. Rewarding also has the added benefit of increasing loyalty

35
Q

What distinguishes the social learning method

A

Learning by observing others behavior

36
Q

Why do companies have simple logos

A

Because it makes it easier to remember the company and build associations

37
Q

What are the pros and cons of a unique message

A

It is easy to recognize but hard to recal

38
Q

Are recognition or recall increased under excitement and pressure

A

Recognizing becomes easier but recalling becomes more difficult

39
Q

Dies it go faster to transfer recognition or recall from short term to long term memory

A

Recognizing is faster 2-5 sec while recall takes 5-10 sec

40
Q

Is context important for memorization

A

Yes, people remember things in a supporting context better

41
Q

What are load processing effects of memorization

A

You cannot learn when presented with too much at the same time

42
Q

Is sound or images recalled faster on average

A

Sound is faster, this is the input mode effect

43
Q

Is interaction more effective when the consumer has little experience with the offer

A

Yes

44
Q

What are personalties

A

The way we respond to our environment in a relatively stable way over time

45
Q

What is the trait approach to determining personality

A

To categorize personalities by where you fall between two bipolar traits such as sociable to timid one can lean more to one or the other.

46
Q

Which are the big five personality traits

A

Extraversion, openness, conscientiousness, neuroticism and agreeableness

47
Q

What is the self concept approach to consumer behavior

A

That consumers may buy to reinforce their identity to themselves or others

48
Q

What are latent, passive and active needs

A

Latent are unknown, passive are not worth it but active are

49
Q

Name some extrinsic reasons for picking a product

A

Economic competitiveness ,technical superiority, social coercion, legal requirements and adapting to a group

50
Q

What affects the behavior according to the theory of planned behavior

A

Attitude towards the behavior, subjective norms and perceived self control affect behavior and can be targeted to change it

51
Q

What are the flaws with the theory of planned behavior

A

People may be limited in their capability and their attitudes may not be fully formed until they are required to form them

52
Q

What does it mean that values are conative

A

They are linked to motivation and behavior

53
Q

What is meant by that a group can have positive and negative influence in a marketing context

A

That consumers may follow group norms (positive) or directly rebel against them (negative)

54
Q

What are social grades (classes)

A

Groups based on the occupation of the chief income earner in the household that may have different outlooks, goals and habits in their consumption

55
Q

How dies the social grading scale go

A

A ( upper middle, top) B ( middle) C1 ( low middle) C2 ( skilled manual worker) D ( unskilled worker) E (untermensch like pensioners)

56
Q

What options are there to market to different ethnicities

A

Total standardization (no adaptation), product adaptation, advertising adaptation and ethnic marketing ( new special product and marketing mix for ethnicity)

57
Q

How much dies sweeds consume yearly

A

2.5 k billion sek about 40% of gdp

58
Q

What do sweeds consume most

A

Housing, 26% followed by transportation groceries and leisure ~ 12%

59
Q

Do consumers mostly use system 1 or 2 thinking

A

System 1, think fast

60
Q

Name some consumer biases

A

Confirmation bias, availability effect, endowment effect, present bias, dunning Kruger effect, suk cost fallacy, anchoring bias

61
Q

Give some examples of classical conditioning in marketing

A

Jingles, good smelling bakery sections, free samples

62
Q

What is culture

A

Values, norma, perceptions, ideas, practices and behaviors. It is not a factor that can be isolated

63
Q

What are the differences between traditional and experience oriented views in consumption

A

Tradition focuses in utility while experience focuses in subjective ideas and emotions

64
Q

Name the different types of loyalty

A

Emotional, price, incentivized and false monopoly loyalty.

65
Q

What are the four realms of customer experience. What might consumers appreciate through the purchasing process

A

If it is educational, entertaining, beautiful (aesthetic) and immersive (escapist)

66
Q

Which are the five dimensions of customer experience

A

The sensory, affective emotional, intellectual, behaviorally (physically stimulating) and relational dimension

67
Q

How has customer relationship concepts evolved through history.

A

60s satisfaction, 70s loyalty, 80s relationship and 2000s community

Marketing (17 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions