Brainscape's Knowledge GenomeTM

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


See full index

Consumer Behavior > Exam #1 > Flashcards

Exam #1 Flashcards

1
Q

What is Consumer Behavior?

A

Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behavior consists of how the consumer’s emotions, attitudes, and preferences affect buying behavior.

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

What are the different Market Segmentations?

A

Demographic and Psychographic

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

What are Demographics?

A

Statistics that measure observable aspects of a population.

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

What are the 6 Main Demographics?

A

Age
Gender
Family Structure
Social Class/ Income
Race/ Ethnicity
Geography

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

What are Psychographics?

A

They are the differences in consumers’ personalities, attitudes, values, lifestyles.

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

What are the main Psychographics?

A

Personality
Lifestyles
Cultures : (Subcultures, Ethnic Identity, Religiosity)
Temporary roles
Values
Attitudes, beliefs, ideologies
Intentions
Cognitions, Perceptions
Emotions
Intelligence (Abilities)

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

What is Sensation?

A

The immediate response of our sensory receptors to basic stimuli.

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

What is Perception?

A

The process by which sensations are selected, organized, and interpreted.

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

Aspects of Vision

A

Color provokes emotion.

Reactions to color are
biological and cultural.

Color in the United States is
becoming brighter and more
complex.

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

What does Color do?

A

Color provokes emotion & attitude.
For example: Blue evokes positive feelings about the future

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

What is Trade Dress?

A

Colors associated with specific companies.

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

Aspects of Smell

A

Odors create mood and promote memories.
Marketers use scents inside products and in promotions.

Scent-encoded information lasts longer (from seconds to years after exposure) vs. Information encoded along with other sensory cues.

Physical & neural proximity of the systems associated with olfaction and memory.

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

Aspects of Hearing

A

Sound affects people’s feelings and behaviors.

Signature Sounds

Sound and music = mood
High tempo = more stimulation
Slower tempo = more relaxing

Classical music - pleasure
Pop-style music - arousal

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

What type of Music should be played in a store typically?

A

People on average spent more time in the store with slower music.

When consumers enjoy the background music,
they feel that they have spent less time shopping
relative to the actual amount of time spent in the
store.

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

What are Phonemes?

A

Individual sounds that might be more or less preferred by consumers.

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

Aspects of Touch

A

Haptic senses—or “touch”—is the most basic of senses; we learn this before vision and smell.

Haptic senses affect product experience and judgment link.

Examples: A female waitress touches customer, they tip more. 2- When a person is holding warm coffee they view the person they are talking to as being nicer.

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

Aspects of Taste

A

Flavor houses develop an increasing number of new concoctions for consumer palates.

Example: Seaweed-flavor Lay’s potato chips & Green tea KitKat –
in Thailand and Japan.

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

What external influences effect taste?

A

Physical attributes (e.g., fruit drink colors)

Brand names (e.g., foreign sound brand names)

Product information (ingredients, nutritional info)

Perceived healthiness of food

Product Packaging/ Advertising

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

What is Hedonic Consumption?

A

It is multisensory, fantasy, and emotional aspects of consumers’ interactions with products.

Marketers use impact of sensations on consumers’ product experiences.

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

What is Sensory Marketing?

A

Application/ Understanding of sensation and perception to the field of marketing.

Affects consumer perception, cognition, emotion, learning, choice, evaluation.

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

What is Exposure?

A

Exposure is when a stimulus comes within the range
of someone’s sensory receptors.

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

How to create Effective Exposure?

A

Consumers need to be able to perceive the stimulus (capability), and
choose to notice the stimulus (involvement/interest).

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

What are Psychophysics?

A

Are sciences that focuses on how the physical environment is integrated into our personal, subjective world.

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

What is Absolute Threshold?

A

The minimum amount of stimulation that can be detected on a given sensory channel.

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

What is Differential Threshold?

A

Is the ability of a sensory system to detect changes/ differences
between two stimuli.

Minimum difference between two stimuli is the J.N.D. (Just Noticeable Difference)

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

What is Weber’s Law?

A

The stronger the initial stimulus, the greater a change must be for us to notice it.

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

What is Behavioral Pricing?

A

Price is information that is perceived and interpreted about a product/service.

Example: High Price = High Quality

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

What is Reference Price?

A

Original price versus sale price

Price against which buyers compare the actual selling price

Rule of thumb: at least 20% for consumers to notice or react to it.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

What is the Process of Perception?

A
  1. Sensory Stimuli (Sight, sound, smell, taste, texture)
  2. Sensory Receptors (ears, eyes, nose, mouth, skin)
  3. Exposure
  4. Attention
  5. Interpretation
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

What is Subliminal perception?

A

It occurs when stimulus is below the level of consumer’s awareness.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

What is Incidental Brand Exposure (ICBE)?

A

A ICBE is simply a situation when a person encounters a brand in everyday life.

Generally the brand is not the focus of the situation and
consequently, any processing of brand information is likely to be subconscious.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

What is Mere Exposure Effect (MEE)?

A

Repeated exposure to a stimulus enhances one’s evaluation for it.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
33
Q

What is Perceptual Fluency?

A

Is how easy it is to process stimuli based on manipulations of perceptual quality.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
34
Q

What is Attention?

A

It is the processing devoted to a particular stimulus.

How marketers get customers attention: They use size, color, position, and novelty.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
35
Q

What is Perceptual Selection?

A

Is when people focus only on a small portion of the stimuli to which they are exposed.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
36
Q

What is Perceptual Vigilance?

A

Consumers are more likely to be aware of stimuli that relate to their current needs.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
37
Q

What is Perceptual Defense?

A

People see what they want to see—and don’t see what they don’t want to see.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
38
Q

What is Adaptation?

A

The degree to which consumers continue to notice a stimulus over time.

39
Q

What is Interpretation?

A

The meaning that we assign to sensory stimuli based on schema.

Schema is meaning we assign to stimulus.

Priming is certain properties of a stimulus evoke a schema.

40
Q

What are the Behavioral Learning Theories?

A

Classical Conditioning and Instrumental Conditioning

They assume that learning takes place as the result of responses to external events.

41
Q

What is Classical Conditioning?

A

Is when a stimulus elicits a response is paired with another stimulus that initially does not elicit a response on its own.

Example: Gecko = Geico, Golden Arches = McDonald’s, Target Symbol = Target Store.

Example: Ivan Pavlov and his dogs- Rang a bell, then squirt dry meat
powder into dogs’ mouths. Repeated this until dogs salivated when the bell rang.

42
Q

What is Stimulus Generalization?

A

It is the tendency for stimulus similar to a conditioned stimulus to evoke a similar, conditioned responses.

43
Q

What is Stimulus Discrimination?

A

Is when reactions weaken or disappear for a stimulus similar to a CS.

44
Q

What is Instrumental Conditioning (Operant Conditioning)?

A

The individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.

45
Q

What is Positive Reinforcement?

A

Effect: Positive event strengthens responses preceding occurrence.

Learning Process: Consumer learns to perform response that produce positive outcome.

Strengthens Connections

46
Q

What is Negative Reinforcement?

A

Effect: Removal of negative even strengthens responses that allow avoidance of negative outcome.

Learning Process: Consumer learns to perform responses that allow him/her to avoid negative outcome.

Strengthens Connections

47
Q

What is Punishment?

A

Effect: Negative event weakens responses that are followed by negative outcome.

Learning Process: Consumer learns not to perform responses leading to punishment.

Weakens Connections

48
Q

What is Extinction?

A

Effect: Removal of positive event weakens responses preceding occurrence.

Learning Process: Consumer learns that responses no longer produce positive outcome.

Weakens Connections.

49
Q

What are the consequences of to much reputation?

A

Too MUCH exposure leads to advertising wear out.

50
Q

What is a Fixed Interval?

A

The interval of time between rewards is “fixed” and does not change

After every specific time period.

Seasonal sales.

More or less predictable when to expect.

51
Q

What is a Variable-Interval?

A

Is when Reinforcement is expected, but not sure when.

The time in between reinforcement varies based on some average.

Example: Retailers use of secret shoppers, to judge employee performance.

52
Q

What is a Fixed-Ratio?

A

After a fixed number of responses a response or outcome occurs.

Usage based.
Promotes the same behavior again and again.
People spend quickly when they approach reinforcement

Example: Punch Card

53
Q

What is a Variable-Ratio?

A

Reinforced after an unknown number of responses.

Examples: Automatic credit card spending limit increases and Gambling (e.g., Slot machines).

54
Q

Which Ratio/ Behavior is the hardest to extinguish?

A

The Variable-Ratio Schedule behavior that is learned is the hardest to extinguish.

55
Q

What is Observational Learning?

A

The consumer acquires an performs the behavior earlier demonstrated by a model.

We watch others and note reinforcements they receive for behaviors.

Vicarious learning

Modeling: Socially desirable models/celebrities who use or do not use their products.

56
Q

Observational Learning Order?

A
  1. Attention
  2. Retention
  3. Production Processes
  4. Motivation
  5. Observational Learning
57
Q

What is the Halo Effect?

A

The tendency for positive impressions of a person, company, brand, or product to positively influence one’s opinion or feelings in other areas.

58
Q

What is Recognition?

A

Being able to recognize a brand through visual or auditory cues.

Through: logos, slogans, packaging, colors, or jingles.

59
Q

What is Recall?

A

It is when people are able to remember your brand, products, and services.

60
Q

What are Retrieval for Purchase Decisions Cues?

A

1.Physiological factors (e.g., age)
2.Situational factors (e.g., consumer attention)
3.Brand: Pioneering brand; descriptive brand names
4. State-dependent retrieval/mood congruence effect
5. Salience/Von Restorff effect (mystery ads) – stand
out/novel stimuli.
6. Visual memory versus verbal memory

61
Q

What is Motivation?

A

It is the process that leads people to behave as they do.

Also, the forces that drive us to buy/use products.

62
Q

What is a Goal in Motivation?

A

It is a consumer’s desired end state.

63
Q

What is Drive in Motivation?

A

It is the degree of consumer arousal.

64
Q

What is Want in Motivation?

A

It is the manifestation of consumer need.

65
Q

What is the Motivation Process?

A
  1. Need
  2. Tension
  3. Drive (to reduce/eliminate need)
66
Q

What do Products/Services Provide Consumers?

A

Desired end state = consumer’s goal.

Products/services provide desired end state and reduce tension.

67
Q

What is Motivational Strength?

A

It is the degree of willingness to expend energy to reach a goal.

68
Q

What is Drive Theory?

A

It is the biological needs that produces unpleasant states of arousal (e.g., hunger).

69
Q

What is Expectancy theory?

A

Is when behavior is pulled by expectations of achieving desirable outcomes.

70
Q

What are the 4 Main Types of Needs?

A

Biogenic

Psychogenic

Utilitarian

Hedonic

71
Q

What are Biogenic Needs?

A

The need for certain elements necessary to maintain life

Examples: Food, water, air, shelter

72
Q

What are Psychogenic Needs?

A

They are Not innate, but acquired as we become members of a specific culture.

Examples: Need for status, power, fame, affiliation

NEED FOR ACHIEVEMENT-Value personal accomplishment
NEED FOR AFFILIATION-Want to be with other people.
NEED FOR POWER-Control one’s environment.
NEED FOR UNIQUENESS-Assert one’s individual identity.

73
Q

What are Utilitarian Needs?

A

Concern with objective, tangible, functionally important attributes.

Example: Miles per gallon, nutrition facts, processor speed.

74
Q

What are Hedonic Needs?

A

An experiential need involving emotional responses or fantasies.

They are Subjective and Experiential.

Examples: Need for excitement, fantasy, self-confidence,
escaping routine.

75
Q

What is Consumer Involvement?

A

Perceived relevance of an object based on one’s needs, values, and interests.
The motivation to process information.

Examples: Buying milk/bread/eggs/noodles every week or so.
Purchasing/choosing clothes for a formal party/event.
Buying your most favorite brand/product.

76
Q

What are the Measures of Involvement?

A
  1. important - unimportant
  2. boring - interesting
  3. relevant- irrelevant
  4. exciting- unexciting
  5. means nothing - means a lot
  6. appealing- unappealing
  7. fascinating- mundane
  8. worthless- valuable
  9. involving - uninvolving
77
Q

What is a Cult Product?

A

It is a command fierce consumer loyalty, devotion, and even worship by consumers who are highly involved.

Examples: Apple Products, Harley Davidson, and Starbucks.

78
Q

How to Increase Consumer Involvement?

A

Appeal to hedonistic needs.

Use novel stimuli in commercials.

Use prominent stimuli in commercials.

Include celebrity endorsers in commercials.

Build consumer bonds via ongoing consumer relationships.

79
Q

What are Values?

A

Personal belief that some condition is preferable to its opposite.

Example: looking younger is preferable to looking older and saving energy.

Products/services = help in attaining value-related goal.

80
Q

What are Core Values?

A

They are values shared within a culture.

Example: individualism versus collectivism (Western vs. Eastern).

81
Q

What is Enculturation and Acculturation?

A

Enculturation: learning the beliefs and values of one’s own culture.

Acculturation: learning the value system and behaviors of another culture.

82
Q

What is Individualism?

A

Individualists care about Individuality and Uniqueness.

Example: A higher number of unique-themed ads in the U.S.

83
Q

What is Collectivism?

A

The practice of giving a group priority over each individual in it.

Collectivists care about Connectedness and Conformity.

Example: A higher number of conformity-themed ads in Korea.

84
Q

What is Self-Concept?

A

It is the beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities.

85
Q

What is Interdependent Self?

A

They are self defined by relationships with others.

Collective self; self-identity comes from the group.

86
Q

What is Independent Self?

A

They are relationships with others is meant to affirm one’s self-image.

Stress individuality and Uniqueness.

87
Q

What is Self-Esteem?

A

It is the positivity of a person’s self-concept.

Certain products provide remedy to low self-esteem.
Examples: Big Truck, Clothes, Makeup, and Devices.

88
Q

What is Ideal Self?

A

It is our conception of how we would like to be.

Products can Help us reach ideal self.

89
Q

What is Actual Self?

A

It is our more realistic appraisal of the qualities we have.

Products can Be consistent with actual self.

90
Q

What is Extended Self?

A

The products/environment you use and are in forms your “Extended Self”.

Examples: Individual: personal possessions
(cars, clothing)
*Family: residence and furnishings
*Community: neighborhood or town where you live
*Group: social or other groups

91
Q

What is Self-Consciousness?

A

It is the awareness of one self.

Public self-consciousness – interested in clothing and cosmetics.

92
Q

What is Self-Monitoring?

A

How to present oneself in social environments.

93
Q

What are Sex-Typed People?

A

They are stereotypically Masculine or Feminine.

94
Q

What is Androgyny?

A

These are people who possess both masculine and feminine traits.

These people function well in social situations

Consumer Behavior (3 decks)

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