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Consumer Behavior > Exam 1 > Flashcards

Exam 1 Flashcards

1
Q

Set of value-seeking activities that take place as people go about addressing their real needs.

A

Consumer behavior

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2
Q

Consumer behavior involves multiple psychological events like:

A

thinking, feeling, behaving

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3
Q

The entire consumer behavior process:

A

culminates in value

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4
Q

Process by which consumers use and transform goods, services, or ideas into values

A

consumption

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5
Q

involved interaction between the marketer and consumer

A

consumption

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6
Q

outcomes of this affect the consumer’s well-being and quality of life

A

consumption

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7
Q

What is the basic consumption process?

A

need - want - exchange - costs & benefits - reaction - value

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8
Q

A specific desire representing a way a consumer may go about addressing a recognized need

A

Want

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9
Q

acting out of the decision to give something up in return for something up in return for something perceived to be of greater value

A

exchange

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10
Q

negative results of consumption experiences

A

costs

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11
Q

positive results of consumption experiences

A

benefits

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12
Q

What is the science of studying how consumers seek value in an effort to address real needs?

A

Consumer behavior as a field of study

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13
Q

Consumer behavior as a field of study shares strong interdisciplinary bonds with:

A

economics, psychology, marketing, and anthropology

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14
Q

How are consumers treated?

A
  • How competitive is the marketing environment?

- How dependent is the marketer on repeat business?

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15
Q

Firm orientations:

A

consumer, market, stakeholder, primary stakeholder, secondary stakeholder

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16
Q

Firm’s actions and decision making prioritize consumer value and satisfaction above all other concerns

A

consumer orientation

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17
Q

competition drives companies toward a high degree of:

A

consumer orientation

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18
Q

culture that embodies importance of creating value for customers among all employees

A

market orientation

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19
Q

firms recognize that more than just the buyer and seller are involved in the marketing process

A

stakeholder marketing

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20
Q

customers, employees, owners, supplier, and regulating agencies are

A

primary stakeholders

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21
Q

mass media, communities, and trade organizations

A

secondary stakeholders

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22
Q

activities based on the belief that the firm’s performance is enhanced through repeat business

A

relationship marketing

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23
Q

direct contacts between the firm and a consumer

A

touch points

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24
Q

phone, email, texting, online social networking, and face-to-face

A

channels of making contact

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25
Q

Why study Consumer Behavior?

A
  • provides an input to business/marketing strategy
  • provides a force that shapes the society
  • provides an input to making responsible decisions as a consumer
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26
Q

plan wherein the same basic product is offered to all customers

A

Undifferentiated marketing

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27
Q

firms that serve multiple market segments, each with a unique product offering

A

differentiated marketing

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28
Q

plan wherein a firm specializes in serving one market segment with particularly unique demand characteristics

A

niche marketing

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29
Q

addresses questions about consumer behavior using numerical measurement and analysis tools; measurement is structured

A

quantitative research

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30
Q

data are not researcher dependent; enables researchers to better test hypotheses; doesn’t require deep interpretation

A

quantitative research

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31
Q

means gathering data in a relatively unstructured way; include case analysis, clinical interviews, and focus group interviews

A

qualitative research

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32
Q

geographical distance has become a nonissue to do the internet and online shopping; 24/7 access to purchasing almost any type of product

A

technology

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33
Q

households increasingly include two primary income providers; family size is decreasing throughout most of the Western culture

A

changing demographics

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34
Q

factors contributing to stagnant income: unemployment, limited prospects in the workforce, decreased opportunity to work at an acceptable wage; consumers are cautious about expenses and react favorably to price-cutting policies

A

changing economy

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35
Q

selling shares, international shopping, consumers as marketers, green and healthy, and easy over size

A

global consumer trends

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36
Q

Consumer behavior theory that illustrates factors that shape consumption-related behaviors and ultimately determine the value associated with consumption

A

Consumer value framework

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37
Q

Psychology of consumer; personality of consumer

A

internal influences

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38
Q

cognition and affect are part of:

A

psychology

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39
Q

the thinking or mental processes that go on as we process and store things that can become knowledge

A

cognition

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40
Q

refers to the feelings experienced during consumption activities or associated with specific objects.

A

affect

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41
Q

individual differences (include things like personality and lifestyles

A

personality

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42
Q

Social environment and situational influences

A

external influences

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43
Q

value derived from immediate gratification that comes from some activity; provided by the actual experience and emotions associated with consumption

A

hedonic value

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44
Q

end in and of itself rather than a means to and end; emotional and subjective in nature

A

hedonic value

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45
Q

gratification derived because something helps a consumer solve a problem or accomplish some task

A

utilitarian value

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46
Q

consumers provide a rational explanation for their purchases; value is provided because the object or activity allows something good to happen or be accomplished

A

utilitarian value

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47
Q

What is the value equation

A

value = what you get - what you give

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48
Q

way a company goes about creating value for customers; effectively developed and implemented when there is a complete understanding of the value consumers week

A

marketing strategy

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49
Q

way a firm is defined and sets its general goals

A

corporate strategy

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50
Q

way by which marketing management is implemented – involve price, promotion, product, and distribution decisions)

A

marketing tactics

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51
Q

company views itself in a product business rather than in a value- or benefits-producing business

A

marketing mytotal

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52
Q

total value proposition: basic benefits, the augmented product, and the feel benefits.; companies operate with the understanding that products provide value in multiple ways

A

total value concept

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53
Q

original product plus the extra things needed to increase the value from consumption

A

augmented product

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54
Q

realization that a consumer is necessary and must play a part in order to produce value; consumers add resources in the form of knowledge and skills to do their own part in the consumption process

A

value co-creation

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55
Q

separation of a market into groups based on the different demand curves associated with each group; requires marketing researchers to identify segments and describe its members

A

market segmentation

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56
Q

consumers do not view all competing product as identical to one another.

A

product differentiation

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57
Q

combination of product, pricing, promotion, and distribution strategies used to implement a marketing strategy.

A

marketing mix

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58
Q

identified segment or segments of a market that a company services

A

target market

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59
Q

reflects how sensitive a consumer is to changes in some product characteristic

A

elasticity

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60
Q

marketplace condition in which consumers do not view all competing products as identical to one another

A

product differentiation

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61
Q

way a product is perceived by a consumer

A

product positioning

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62
Q

tool used to depict graphically the positioning of competing products; helps identify competitors and opportunities for doing more business; diagnoses potential problems in the marketing mix; used in every competitive industry, including in the nonprofit sector

A

perceptual map

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63
Q

combination of product characteristics that provide the most value to an individual consumer or market segment

A

ideal points

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64
Q

positioning a firm far away from competitors’ positions so that it: creates an industry of its own, isolates itself from competitors

A

blue ocean strategy

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65
Q

approximate worth of a customer to a company in economic terms; overall profitability of an individual consumer

A

customer lifetime value

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66
Q

change in behavior resulting from interaction between a person and a stimulus

A

learning

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67
Q

consumer’s awareness and interpretation of reality; shapes learning and behavior

A

perception

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68
Q

Elements of consumer perception

A

exposure, attention, comprehension

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69
Q

bringing some stimulus within proximity of a consumer so that the consumer can sense it

A

exposure

70
Q

consumer’s immediate response stimulus

A

sensation

71
Q

purposeful allocation of information – processing capacity toward developing an understanding of a stimulus

A

attention

72
Q

consumers attempt to derive meaning from information they receive

A

comprehension

73
Q

consumer perception phases

A

sensing, organizing, reacting

74
Q

immediate response to stimuli that have come into contact with one of the consumer’s five senses

A

sensing

75
Q

process by which the human brain assembles sensory evidence into something recognizable

A

organizing

76
Q

end of the perceptual process; occurs as a response to behavior and includes physical and mental responses to the stimuli encountered

A

reacting

77
Q

nearly automatic reactions occur if object is successfully recognized. Can include both physical and mental responses to the stimuli encountered

A

organizational reactions

78
Q

selective perception

A

exposure, attention, distortion

79
Q

exposing oneself to certain stimuli and screening out the rest

A

exposure

80
Q

paying attention to only certain stimuli

A

attention

81
Q

interpreting of information in ways that are biased by previously held beliefs

A

distortion

82
Q

way that the human brain deals with very low-strength stimuli

A

subliminal processing

83
Q

once stimulus is stronger than another

A

JND - Just Noticeable Difference

84
Q

consumer’s ability to detect differences between two levels of a stimulus decreases as the intensity of the initial stimulus increases

A

Weber’s Law

85
Q

attempt to provide value for consumers

A

marketing implications

86
Q

consumers do not perceive small difference in price as truly

A

pricing

87
Q

small differences are not perceived as being different

A

quantity

88
Q

Small improvements may not have an impact on consumers

A

quality

89
Q

small additional purchase tacked onto a large purchase may not create the perception of increased spending

A

add-on purchases

90
Q

small changes tend to go unnoticed

A

change in product design

91
Q

smallest amount of change in a stimulus that would influence consumer consumption and choice

A

JMD - Just meaningful difference

92
Q

consumers will prefer stimuli they have been previously exposed to over stimuli they have not seen before; pre-attentive and used by marketers to improve attitudes marginally

A

mere exposure effect

93
Q

memory for things that a person did not try to remember; creates pre-attentive effects (learning that occurs without attention)

A

implicit memory

94
Q

memory that develops when a person is exposed to, attends, and tries to remember information

A

explicit memory

95
Q

transfer of meaning between objects that are similar only by accidental association; marketers make sure to avoid any potentially negative but unintended associations

A

mere association effect

96
Q

intentional insertions of branded products within media content not otherwise seen as advertising.

A

product placement

97
Q

Ways to enhance consumer attention:

A

intensity of stimuli, contrast, movement, surprising stimuli, size of stimuli, involvement

98
Q

consumers tend to pay attention to stronger stimuli that to weaker stimuli

A

intensity of stimuli

99
Q

marketers show consumers who stand out from the crowd as a means of capturing attention

A

contrast

100
Q

flashing lights and “pointing” signage are effective tools used

A

movement

101
Q

unexpected stimuli gain consumers’ attention

A

surprising stimuli

102
Q

larger items garner more attention that smaller ones

A

size of stimuli

103
Q

personal relevance a consumer feels towards a particular product

A

involvement

104
Q

process by which consumers set out to specifically learn information devoted to a certain subject

A

intentional learning

105
Q

occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus.

A

unintentional learning

106
Q

What are the learning theories?

A

classical conditioning, instrumental conditioning

107
Q

change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes some reaction

A

classical conditioning

108
Q

behavioral response can be conditioned through reinforcement

A

instrumental conditioning

109
Q

desired behavior is altered over time, in small increments

A

shaping

110
Q

decrease the likelihood that a behavior will persist

A

punishers

111
Q

process through which behaviors cease due to lack of reinforcement

A

extinction

112
Q

way people cognitively assign meaning to things they encounter, influenced by internal factors within the consumer, includes cognitive and affective elements

A

comprehension

113
Q

what are the factors affecting comprehension

A

Characteristics of the message, message receiver, communication environment

114
Q

tangible elements or the parts of a message that can be sensed (i.e. – intensity, color, font, numbers, spacing, shape)

A

physical characteristics

115
Q

what are the physical characteristics of the message

A

physical, simplicity/complexity, message congruity, figure-ground distinction, type of language, message source

116
Q

extent to which a message is internally consistent and fits surrounding information

A

message congruity

117
Q

notion that each message can be separated into the focal point (figure) and the background (ground)

A

figure-ground distinction

118
Q

What are the two types of languages for characteristics of the message

A

figurative and literal

119
Q

use of expressions that send a nonliteral meaning; Used when describing brands that compete on hedonic value

A

figurative language

120
Q

used when describing brands that compete on utilitarian value

A

literal language

121
Q

Message sources for messages are:

A

likeability, attractiveness, expertise, trustworthiness, congruence

122
Q

Characteristics of the message receiver

A

intelligence/ability, prior knowledge, involvement, familiarity/habituation, physical limits, expectations, brain dominance

123
Q

beliefs about what will happen in some future situation

A

expectations

124
Q

refers to the phenomenon of hemispheric lateralization

A

brain dominance

125
Q

characteristics of the environment

A

information intensity, framing, message media, construal level theory, timing

126
Q

amount of information available for a consumer to process within a given environment

A

information intensity

127
Q

meaning of something is influenced by the information environment

A

framing

128
Q

suggests that a decision can be framed in different ways and that the framing affects risk assessments consumers make

A

prospect theory

129
Q

information environment can cause individuals to think about things in different ways

A

construal level theory

130
Q

whether or not people are thinking about something using a concrete or an abstract mindset

A

construal level

131
Q

views the memory process as utilizing three different storage areas within the human brain

A

multiple store approach to memory

132
Q

area where a consumer stores encounters exposed to one of the five senses

A

sensory memory

133
Q

storage of visual information as an exact representation of the scene

A

iconic storage

134
Q

storage of auditory information in sensory memory

A

echoic storage

135
Q

which memory is strong but weak in duration?

A

sensory memory

136
Q

storage area where information is stored while being processed and encoded for later recall

A

workbench/working memory

137
Q

process by which information is transferred from workbench memory to long-term memory for permanent storage

A

encoding

138
Q

process by which information is transferred back into workbench memory for additional processing when needed

A

retrieval

139
Q

which memory is limited in capacity, limited in duration, and where coding takes place

A

workbench/working memory

140
Q

repository for all information that a person has encountered

A

long-term memory

141
Q

type of coding wherein stimuli are converted to meaning that can be expressed verbally

A

semantic coding

142
Q

mental path by which some thought becomes active

A

memory trace

143
Q

way cognitive activation spreads from one concept to another

A

spreading activation

144
Q

small piece of coded information that helps with the retrieval of knowledge

A

tag

145
Q

unintentional but recurrent memory of long-ago events that are spontaneously triggered

A

rumination

146
Q

which memory has unlimited capacity, unlimited duration, semantic meaning, and semantic/associative network?

A

long-term memory

147
Q

How do mental processes affect learning?

A

repetition, dual coding, meaningful encoding, chunking

148
Q

o thought is held in short-term memory by mentally repeating the thought

A

repetition

149
Q

occurs when two different sensory traces are available to remember something

A

dual coding

150
Q

association of active information in short-term memory with other information recalled from long-term memory

A

meaningful encoding

151
Q

grouping stimuli by meaning so that multiple stimuli become a single memory unit

A

chunking

152
Q

extend to which a consumer continues processing a message even after an initial understanding is achieved

A

elaboration

153
Q

process by which people imagine themselves somehow associating with a stimulus that is being processed

A

personal elaboration

154
Q

network of mental pathways linking knowledge within memory

A

associative networks

155
Q

Declarative knowledge, nodes, paths

A

associative networks

156
Q

cognitive components that represent facts

A

declarative knowledge

157
Q

concepts found in an associative network

A

codes

158
Q

representations of the association between nodes

A

paths

159
Q

portion of an associative network that represents a specific entity and thereby provides it with meaning

A

schema

160
Q

smaller part within one’s total associative network responsible for defining a marketing entity

A

brand schema

161
Q

each time a consumer encounters a product, the mind compares all associations in the schema to see if the thought is correct

A

product schema

162
Q

what are the two types of schema?

A

brand, product

163
Q

concept within a schema that is the single best representative of some category

A

exemplar

164
Q

Differs based on consumers’ unique experiences

A

exemplar

165
Q

Provides consumers with a basis of comparison for judging whether something belongs to a category

A

exemplar

166
Q

schema best representative of some category but that is not represented by an existing entity

A

prototype

167
Q

schema representing an event

A

script

168
Q

memory for past events in one’s life; Stores brands associated with positive events, which tend to be preferred by consumers

A

episodic memory

169
Q

yearning to relive the past that can produce lingering emotions

A

nostalgia

170
Q

cognitive representation that gives a specific type of person meaning; Can be based on person’s occupation, age, sex, ethnicity, religion, and product ownership

A

social schema

171
Q

the idea that one’s individual identity is define in part by the social groups in which one belongs

A

social identity

Consumer Behavior (1 decks)

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