EXAM 1 Flashcards
7 Keys of Consumer Behavior (MAPTRIP)
1) Motivated Behavior - more than one motive happening
2) Activities - engaged in some activity (24/7)
3) Process - the decision process
4) Timing & Complexity - how complex is the decision and how much time you have
5) Roles - diff. roles (emotional influence, financial supplier etc.)
6) Internal and external factors (I - personality, emotions etc. / E - Culture, social status etc.)
7) People are different
Why is understanding consumer behavior important?
1)Provides theory/framework for marketing strategy
2)Enables us to ask the right questions
3)Helps us predict
Consumer behavior definition
selection, acquisition, consumption and disposal of goods, services, experiences, time, and ideas by individuals and groups
Know the consumer behavior model
External and Internal Influences > Self-concept and lifestyle > needs and desires > decision process
Definition of Culture
The complex whole that includes knowledge, beliefs, art, laws, morals, customs, habits, symbols, and language acquired by persons as members of a society
Why is culture important?
*Guides our “wants” ie. Provides the objects we choose to satisfy needs
*Values
*Teaches us how to act in each situation, sets boundaries > norms
*Symbols and language
List the cultural values
1) Other oriented values
2) Environment-oriented values
3) Self-oriented values
Other-oriented values
- individual/collective
- extended/limited family
- masculine/feminine
- competitive/cooperative
- youth/age
- diversity/uniformity
Environment-oriented values
- cleanliness
- performance/status
- tradition/change
- risk-taking/security
- problem-solving/fatalistic
- nature
Self-oriented values
- active/passive
- material/non-material
- hard work/ leisure
- postponed gratification/ immediate gratification
-sensual gratification/abstinence - religious/secular
Nonverbal communications
1) Time
2) Space
3) Symbols
4) Relationships
5) Agreements
6) Things
7) Etiquette
Core American Values
- Achievement and Success
- Activity – multi-tasking, staying busy
- Efficiency and practicality
- Progress – growing as a culture & as an individual
- Material comfort – unnecessary but a helpful addition
- Individualism
- Freedom
- External Conformity
- Humanitarianism
- Youthfulness
- Fitness and Health
- Work
- Equality and Democracy
- Education
- Romance
- Religious Values
Changing American Values
T = Traditional
E = Emerging
C = Current
Ascribed vs Achievement goals
Ascribed - you have little control over these, in some cultures, you are born into social class and gender roles
Achievement - based on performance (ex - occupational role)
Role-related Product Cluster (Product Consumption Constellation)
A set of goods/services necessary or helpful to physically or symbolically play a given role
Demographic trends
1)population size and mobility (pop. # and where ppl are moving)
2)Age
3)Income
4)Education
5)Occupation
Population Density (pop. per unit of land)
USA - 96
North Carolina - 219
New Hanover County - 1173
Wake County - 1353
NYC - 26,403
Indicators (i.e., variables) of social class
*based on Income + wealth *
*Education *
*Occupation * “recommended judge of social class”
Status crystallization
consistency of the social class variables
The Coleman-Rainwater Social Class Hierarchy
UPPER AMERICANS
*Upper upper – 0.3%
*Lower upper – 1.2%
*Upper middle – 12.5%
MIDDLE AMERICANS
*Middle class – 32%
*Working class – 38%
LOWER AMERICANS
*Upper lower – 9%
*Lower lower – 7%
Hollingshead Index (ISP)
- education + occupation
- ISP Score = (Occupation x7) + (Education Score x 7)
Creative research approaches to social status
- Leisure activities
- Social language
- Living room objects
Family (household) Life Cycle (Diagram)
Stage: <35, 35-64, > 64
Marital Status: Single, Married
Children at home: None, <6 years, > 6 years
Roles played by family members
- Influencers (Children)
- Initiators (Parents, children)
- Information gatherers (parents)
- Decision makers (parents, children)
- Purchasers (parents)
- Users (children)
Conflict Resolution (Family Influence Strategies)
1)Additional info/Expert – someone with more expertise = has more power
2)Reasoning – tell a story/make a logical argument > reason (SAME AS #1)
3)Use of authority/legitimate – ex) Prof. Hunt choosing lawnmower, wife picking windows (each of their domain)
4)Bargaining
5)Reward/referent – one person can reward the other = they have more power (ex – your boss over his employees)
6)Playing on emotion
7)Impression management – premeditated attempt to make decision by blaming an external force (ex – getting the cookies n cream instead of chocolate ice cream bc he wants the cookies n cream and blames it on the store for not having any)
parental yielding
how children ask their parents for stuff and how they go about it
Consumer socialization (IN BOOK)
Sheth’s Determinants of Family Consumption
1)Social class – family decisions became more wife-dominant
2)Lifestyle – differences within families
3)Role Orientation
4)Family Life Cycle (FLC)
5)Perceived Risk
6)Product Importance
7)Time
“DADvertising”
Very common to see TV commercials that depict a domestic version of fathers who tenderly and wisely look after their kids
