Consumer Buying Behavour Flashcards
Explain the consumer product acquisition process
Motive development leads to information gathering which leads to product evaluation and selection and thereafter acquisition and reevaluation
Why is repetition important in
marketing
To make the consumers more likely to notice and remember the offerings
What is the difference between opinions, attitudes and values
Opinions are more easily changed than attitudes which in turn fluctuate more than values
What are reference groups in regards to consumer behavior
People that consumers might want to emulate such as celebrities and spouses
What are Cognitions
Thoughts
What are transvections
How transactional goods are transformed into consumer goods by moving up the supply chain
What does it mean that the consumer acquisition process is iterative
That each stage can ether lead to the next or back to the previous
What is an overt search
When the consumer is actively looking for solutions
What does it mean that consumers have an evoked set in mind when evaluating products
That they have a range of products they already know and consider
What is the threat of showrooming
That consumers may change their preferences which firms need to tackle by improving their offerings
Fo people think about routine purchases
No
When are people more likely to use credit cards
On specialized irregular purchases
How might producers reduce the pain of infrequently purchases
By offering credit options, generous warranties and a simple acquisition process especially for buying packages
What is cognitive dissonance
That people are motivated to reevaluate when our position changes due to some event.
What is the consequence of cognitive dissonance
As it causes anxiety people are motivated to adapt their behavior to avoid miscalculations and regret again
What actions do people commonly take in the face of cognitive dissonance
Trying to forget, downplaying the issue, affirming our new opinion or attempting to undo the action
What is UGC
User generated content that may be used to access their feelings and that perpetuate the offering through word of mouth
What types of influencers are the most persuasive overall
Known peer influencers
On the motive development and information gathering stages (awareness) who are the most effective influencers
Cose friends and family
Who are the most affective influencers at the proposition evaluation and selection phases (consideration)
YouTube videos and anonymous peer reviews
Who are the most effective influencers at the proposition selection and acquisition (action) phases
Family and friends
What is system 1 thinking
Instinctive fast thinking
What is system 2 thinking
Logical reasonable thinking
If we are stressed or tired are we more likely to think fast or slow
Fast as it is less energy demanding
How does AMA define perception
The cognitive impression that is formed of reality which influences the individual’s actions and behavior towards the object
What is selective exposure
The fact that people filter what they are exposed to depending on perceived importance
What is consumer involvement
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
How should you advertise to the products where the customers are in the high involvement/thinking quadrant like lifeinsurance
Give high detail messages as all will be considered and evaluated
How should you advertise high involvement/ feeling quadrant products like gold watches
Use highly emotional advertising and you may expose them for linger as they dint tire
If a product is in the low involvement/ thinking quadrant how should you advertise it
Try to create and reinforce habitual buying
How should low involvement/ feeling products be advertised
Cater too personal satisfaction
What is perceptual mapping
Seeing how brands are related to certain keywords to maybe reposition if they are seen as negative
What distinguishes the classical conditioning learning model
Building associations between conditioned stimuli like Pavlov’s bell to decided unconditioned stimuli like food
What distinguishes the operant conditioning learning method
Reinforcing behavior with punishments and rewards. Rewarding also has the added benefit of increasing loyalty
What distinguishes the social learning method
Learning by observing others behavior
Why do companies have simple logos
Because it makes it easier to remember the company and build associations
What are the pros and cons of a unique message
It is easy to recognize but hard to recal
Are recognition or recall increased under excitement and pressure
Recognizing becomes easier but recalling becomes more difficult
Dies it go faster to transfer recognition or recall from short term to long term memory
Recognizing is faster 2-5 sec while recall takes 5-10 sec
Is context important for memorization
Yes, people remember things in a supporting context better
What are load processing effects of memorization
You cannot learn when presented with too much at the same time
Is sound or images recalled faster on average
Sound is faster, this is the input mode effect
Is interaction more effective when the consumer has little experience with the offer
Yes
What are personalties
The way we respond to our environment in a relatively stable way over time
What is the trait approach to determining personality
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.
Which are the big five personality traits
Extraversion, openness, conscientiousness, neuroticism and agreeableness
What is the self concept approach to consumer behavior
That consumers may buy to reinforce their identity to themselves or others
What are latent, passive and active needs
Latent are unknown, passive are not worth it but active are
Name some extrinsic reasons for picking a product
Economic competitiveness ,technical superiority, social coercion, legal requirements and adapting to a group
What affects the behavior according to the theory of planned behavior
Attitude towards the behavior, subjective norms and perceived self control affect behavior and can be targeted to change it
What are the flaws with the theory of planned behavior
People may be limited in their capability and their attitudes may not be fully formed until they are required to form them
What does it mean that values are conative
They are linked to motivation and behavior
What is meant by that a group can have positive and negative influence in a marketing context
That consumers may follow group norms (positive) or directly rebel against them (negative)
What are social grades (classes)
Groups based on the occupation of the chief income earner in the household that may have different outlooks, goals and habits in their consumption
How dies the social grading scale go
A ( upper middle, top) B ( middle) C1 ( low middle) C2 ( skilled manual worker) D ( unskilled worker) E (untermensch like pensioners)
What options are there to market to different ethnicities
Total standardization (no adaptation), product adaptation, advertising adaptation and ethnic marketing ( new special product and marketing mix for ethnicity)
How much dies sweeds consume yearly
2.5 k billion sek about 40% of gdp
What do sweeds consume most
Housing, 26% followed by transportation groceries and leisure ~ 12%
Do consumers mostly use system 1 or 2 thinking
System 1, think fast
Name some consumer biases
Confirmation bias, availability effect, endowment effect, present bias, dunning Kruger effect, suk cost fallacy, anchoring bias
Give some examples of classical conditioning in marketing
Jingles, good smelling bakery sections, free samples
What is culture
Values, norma, perceptions, ideas, practices and behaviors. It is not a factor that can be isolated
What are the differences between traditional and experience oriented views in consumption
Tradition focuses in utility while experience focuses in subjective ideas and emotions
Name the different types of loyalty
Emotional, price, incentivized and false monopoly loyalty.
What are the four realms of customer experience. What might consumers appreciate through the purchasing process
If it is educational, entertaining, beautiful (aesthetic) and immersive (escapist)
Which are the five dimensions of customer experience
The sensory, affective emotional, intellectual, behaviorally (physically stimulating) and relational dimension
How has customer relationship concepts evolved through history.
60s satisfaction, 70s loyalty, 80s relationship and 2000s community
