Course Pack Flashcards
what is an offering?
a product, service, activity, experience, or idea offered by a marketing organization to consumers
what is acquisition, usage and disposition?
how a consumer:
- comes to own an offering
- uses it
- disposes of it
consumer behaviour encompasses 4 domains:
- consumer’s culture
- psychological core
- process of making decisions
- consumer behaviour outcomes and issues
what is the psychological core of consumer behaviour?
- motivation, ability and opportunity
- exposure, attention, perception and comprehension
- memory and knowledge
- attitude formation and change
explain the process of making decisions
- problem recognition and info search
- making judgments and decisions
- making post-decision evaluations
what are symbols?
external signs that consumers use to express their identity
describe the progression of economic value
extract commodities –> make goods –> deliver services –> stage experiences
main takeaways from the experience economy
- harmonize impressions with positive cues
- eliminate negative cues
- mix in memorabilia
- engage all 5 senses
in terms of new technologies, who are the big winners?
those who understand how technologies can be used to create BETTER EXPERIENCES than existing applications do
what is reflexive evaluation?
feedback from others that tells us whether we’re fulfilling the new role correctly
what is frame switching?
when a consumer belongs to multiple cultural backgrounds, they will activate the aspects that relate to the language’s cultural background
what is a possession ritual?
ritual we do to make the product “ours”
what is a grooming ritual?
ritual to bring out or maintain the best in products
what is a divestment ritual?
ritual designed to wipe away traces of personal meaning
