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Consumer Behavior > Exam 1 > Flashcards

Exam 1 Flashcards

1
Q

consumer behavior

A

the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires

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2
Q

market segmentation

A
  • identifies groups of consumers who are similar to one another in one or more ways
  • devises marketing strategies that appeal to one or more of these groups
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3
Q

demographics

A
  • statistics that measure observable aspects of a population

- ex: age, gender, family structure, etc.

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4
Q

psychographics

A
  • the way we feel about ourselves
  • the things we value
  • the things we do in our spare time
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5
Q

relationship marketing

A
  • interact with customers regularly

- give customers reasons to maintain a bond with the company

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6
Q

database marketing

A

-tracking specific consumers’ buying habits and crafting products and messages tailored precisely to people’s wants

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7
Q

business ethics

A
  • rules of conduct that guide actions in the marketplace

- differs by culture

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8
Q

objective of marketing with regards to needs

A

marketing creates awareness that needs exist and does NOT create needs

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9
Q

need

A

a basic biological motive

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10
Q

want

A

one way that society has taught us that the need can be satisfied

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11
Q

transformative consumer research

A
  • promotes research projects that include the goal of helping people or bringing about social change
  • social marketing strategies used to encourage positive behaviors and discourage negative activities
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12
Q

sensation

A

the immediate response of our sensory receptors to basic stimuli

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13
Q

perception

A

the process by which sensations are selected, organized, and interpreted

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14
Q

perceptual process

A

sensory stimuli –> sensory receptors –> exposure –> attention –> interpretation

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15
Q

sensory marketing

A

companies think carefully about the impact of sensations on our product experiences

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16
Q

hedonic consumption

A
  • multi sensory, fantasy, and emotional aspects of consumers’ interactions with products
  • marketers use impact of sensations on consumers’ product experiences
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17
Q

vision

A
  • marketers rely heavily on visual elements in advertising, store design, and packaging
  • color provokes emotion
  • reactions to color are biological and cultural
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18
Q

trade dress

A

colors associated with specific companies

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19
Q

scents

A
  • odors create mood and promote memories

- marketers use scents inside products and in promotions

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20
Q

sound

A
  • affects people’s feelings and behaviors

- stores and restaurants often play certain kinds of music to create a certain mood

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21
Q

phonemes

A
  • individual sounds that might be more or less preferred by customers
  • ex: “i” brands are lighter than “a” brands
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22
Q

touch

A

-consumers who touch an item have a greater level of attachment with the product

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23
Q

haptic senses

A
  • touch
  • the most basic of senses
  • learn this before vision and smell
  • affect product experience and judgment
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24
Q

Kinsei engineering

A

Japanese philosophy that translates customers’ feelings into design elements

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25
Q

taste

A
  • our taste receptors contribute to our experience of many products
  • cultural changes determine desirable tastes
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26
Q

exposure

A
  • occurs when a stimulus comes within range of someone’s sensory receptors
  • we can concentrate, ignore, or completely miss stimuli
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27
Q

sensory thresholds: psychophysics

A

science that focuses on how the physical environment is integrated into our personal, subjective world

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28
Q

sensory thresholds: absolute threshold

A

-the minimum amount of stimulation that can be detected on a given sensory channel

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29
Q

differential threshold

A
  • the ability of a sensory system to detect changes or differences between two stimuli
  • the difference is j.n.d (just noticeable difference)
  • packaging updates must be subtle enough over time to keep customers
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30
Q

subliminal perception

A

when the stimulus is below the level of the consumer’s awareness

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31
Q

subliminal perception techniques

A
  • embeds
  • auditory messages
  • low level auditory stimulation
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32
Q

influence of subliminal messages

A
  • threshold differences
  • distance and position control
  • viewing attention control
  • generalized effect
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33
Q

attention

A
  • the extent to which processing activity is devoted to a particular stimulus
  • consumers are often in a state of sensory overload and marketers need to break through the clutter
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34
Q

arousal and attention intensity

A

attention intensity is highest at moderate arousal

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35
Q

personal selection factors (perceptual filters)

A
  • perceptual vigilance (consumers more likely to be aware of stimuli related to current needs)
  • perceptual defense (people see what they want to see)
  • adaption (degree to which consumers continue to notice something overtime)
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36
Q

factors that lead to adaptation

A
  • intensity
  • discrimination
  • relevance
  • duration
  • exposure
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37
Q

how marketers can create contrast in stimuli

A
  • size
  • color
  • position
  • novelty
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38
Q

interpretation

A
  • the meaning we assign to sensory stimuli

- based on a schema

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39
Q

stimulus organization: Gestalt

A
  • the whole is greater than the sum of its parts
  • closure
  • similarity
  • figure-ground
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40
Q

semiotics

A

correspondence between signs and symbols and their role in the assignment of meaning

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41
Q

three components of marketing messages (semiotics)

A
  • object
  • sign
  • interpretant
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42
Q

brand perceptions

A

=functional attributes + symbolic attributes

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43
Q

perceptual map

A
  • map of where brands are perceived in consumers’ minds

- used to determine how brands are currently perceived to determine future positioning

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44
Q

brand positioning focuses

A
  • lifestyle
  • price leadership
  • attributes
  • product class
  • competitors
  • occasions
  • users
  • quality
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45
Q

learning

A

a relatively permanent change in behavior caused by experience

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46
Q

incidental learning

A

casual, unintentional acquisition of knowledge

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47
Q

behavioral learning theories

A

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

  • classical conditioning
  • instrumental/operant conditioning
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48
Q

classical conditioning

A
  • a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own
  • pavlov and dogs
  • repetition increases learning
  • ways it can fail: bad timing, bad unconditioned stimulus, too familiar with conditioned stimulus
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49
Q

stimulus generalization

A
  • tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses
  • family branding
  • product line extensions
  • licensing
  • look alike packaging
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50
Q

instrumental/operant conditioning

A

the individual learns to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes
-positive reinforcement, negative reinforcement, punishment, extinction

51
Q

reinforcement schedules in instrumental conditioning

A
  • fixed interval (seasonal sales)
  • variable interval (secret shoppers)
  • fixed-ratio (grocery-shopping receipt programs)
  • variable ratio (slot machines)
52
Q

cognitive learning: observational learning

A
  • we watch others and model behavior
  • consumer’s attention must be directed to appropriate model
  • consumer must remember what model does and says
  • consumer must convert info to action
  • consumer must be motivated to perform actions
53
Q

observational learning process

A

attention –> retention –> production processes –> motivation –> observational learning

54
Q

five stages of consumer development

A
  • observing
  • making requests
  • making selections
  • making assisted purchases
  • making independent purchases
55
Q

memory

A

acquiring info and storing it over time so that it will be available when needed

56
Q

info-processing approach to memory

A

external inputs –> encoding –> storage –> retrieval

57
Q

encode

A

mentally program meaning

58
Q

types of meaning

A
  • sensory: literal color or shape of a package

- semantic: symbolic associations

59
Q

episodic memories

A

related to events that are personally relevant

60
Q

narrative memories

A

memories store info we acquire in story form

61
Q

flashbulb memories

A

memories that are particularly vivid

62
Q

memory process

A

sensory memory –> attention –> short term memory –> elaborative rehearsal –> long term memory

63
Q

associative networks

A

incoming info is organized by relationships and stored in knowledge structures

64
Q

spreading activation

A
  • as one node is activated, other nodes associated with it also begin to be triggered
  • associated nodes: brand specific, ad specific, brand identification, product category, evaluative reactions
65
Q

levels of knowledge

A
  • individual nodes: meaning concepts
  • connected nodes: proposition (complex meaning)
  • two or more propositions: schema
66
Q

forms of retrieving info for purchase decisions

A
  • state-dependent retrieval
  • familiarity and recall
  • salience and recall
  • pictorial vs. verbal clues
67
Q

forgetting

A
  • decay
  • interference
  • state dependent retrieval (better able to access info if our internal state is the same as time of learning)
  • highlighting effect (strength of association)
  • salience (prominence of brand or level of activation)
  • von restorff effect (almost any technique that increases novelty also improves recall)
  • hybrid ads
68
Q

problems with memory measures

A
  • response biases
  • memory lapses
  • illusion of truth effect
69
Q

motivation

A
  • processes that lead people to behave as they do
  • when a need is aroused that the consumer wishes to satisfy
  • need creates a state of tension that drives consumer to attempt to reduce or eliminate it
70
Q

utilitarian need

A

desire to achieve some functional or practical benefit

71
Q

hedonic need

A

experiential need involving emotional responses or fantasies

72
Q

desired end state of motivation to satisfy a need

A

goal

73
Q

incidental brand exposure

A

people who were exposed to a sign in a room of the brand name apple provided responses on an unrelated task that were more unique

74
Q

motivational strength

A
  • willingness to expend energy to achieve a goal
  • drive theory (biological): motivates us to reduce arousal and return to homeostasis (a balanced state)
  • expectancy theory (cognitive): positive incentives
75
Q

types of needs

A
  • biogenic
  • psychogenic
  • utilitarian
  • hedonic
76
Q

motivational conflicts

A
  • approach approach
  • approach avoidance
  • avoidance avoidance
77
Q

Murray’s psychogenic needs

A

-autonomy, defendance, play

78
Q

specific needs

A
  • need for affiliation
  • need for power
  • need for uniqueness
79
Q

types of affective responses

A
  • evaluations
  • moods
  • emotions
  • negative state relief
  • sadvertising
  • emotional oracle effect (interplay between our emotions and how we access info in our minds that allows us to make smarter decisions)
  • mood congruency (our judgments tend to be shaped by our moods)
80
Q

positive affect

A
  • lovemark (passionate commitment to one brand)
  • happiness
  • material accumulation (instinct to earn more than we can possibly consume)
81
Q

negative affect

A
  • disgust
  • envy
  • guilt
  • embarrassment
82
Q

ways social media taps into our emotions

A
  • happiness economy (well-being is the new wealth and social media tech allows us to accumulate it)
  • sentiment analysis (a process that scours social media to collect and analyze the words people use when describing a specific product or company)
  • word-phrase dictionary (created by words used to describe company/product)
83
Q

product involvement

A
  • consumer’s level of interest in a particular product
  • perceived risk (high involvement)
  • mass customization (high involvement)
  • brand loyalty (low involvement)
  • variety seeking (high involvement)
84
Q

types of perceived risk

A
  • monetary risk
  • functional risk
  • physical risk
  • social risk
  • psychological risk
85
Q

three types of decision making

A
  • cognitive
  • habitual
  • affective
86
Q

self-regulation

A
  • a person’s efforts to change or maintain his or her actions over time, whether these involve dieting, living on a budget, etc
  • involve careful planning
  • implementation intentions
  • counteractive construal
  • feedback loop
  • morning morality effect
  • executive control center
87
Q

continuum of buying decision behavior

A

routine response behavior –> limited problem solving –> extensive problem solving

88
Q

steps in decision making process

A
  • problem recognition (difference between current state and ideal state: need recognition or opportunity recognition)
  • info search (deliberate, accidental, internal, external; amount of search is highest with moderate product knowledge)
  • evaluation of alternatives (evoked set, inert set, inept set)
  • product choice
89
Q

economics of info approach

A
  • assumes consumers will gather as much data as is needed to make an informed decision
  • implies consumers will continue the search until rewards of doing so exceed the costs
  • consumers don’t always search rationally though
90
Q

product categorization

A
  • product positioning
  • identifying competitors
  • exemplar products
  • locating products
91
Q

determinant attributes

A

attributes actually used to differentiate among alternatives

92
Q

decision rules

A

consumers consider sets of product attributes by using decision rules

93
Q

non compensatory decision rules

A
  • lexicographic (most important attribute decides)
  • elimination-by-aspects (compare alternatives based on attributes selected probabilistically; set cutoff for attribute and eliminate alternatives that don’t make cut; last brand standing wins)
  • conjunctive (set min. cutoff for all important attributes, first brand you encounter that meets cutoff wins)
94
Q

compensatory decision rules

A
  • simple additive

- weighted additive

95
Q

habitual decision making

A
  • covariation (hidden dimensions of products from attributes we observe; ex: look for cleanliness when buying a car)
  • country of origin
  • familiar brand names
  • higher prices
96
Q

biases in decision-making process

A
  • mental accounting (framing a problem)
  • sunk-cost fallacy (reluctant to waste something we paid for)
  • loss aversion (emphasize losses more than gains)
  • prospect theory (risk differs when we face gains vs losses)
97
Q

decision factors in families

A
  • interpersonal need
  • product involvement and utility
  • responsibility
  • power
98
Q

autonomic decision

A

one family member chooses a product

99
Q

syncretic decision

A
  • involve both partners
  • used for bigger purchases
  • as education increases, so does syncretic decision making
100
Q

self-concept

A

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

101
Q

attribute dimensions

A

-content, positivity, intensity, stability over time, accuracy

102
Q

self-esteem

A
  • the positivity of a person’s self-concept
  • low self-esteem: think they will not perform well
  • high self-esteem: think they will be successful and will take risks
103
Q

ideal self

A

our conception of how we would like to be

104
Q

actual self

A

our more realistic appraisal of the qualities we have

105
Q

impression management

A

we work to manage what others think of us

106
Q

fantasy

A
  • self-induced shift in consciousness

- consumers are susceptible when they have a large gap between ideal and actual self

107
Q

multiple selves

A
  • each of us has many roles

- marketers pitch products needed to facilitate active role identities

108
Q

looking glass self

A
  • taking the role of the other
  • we take readings of our own identity by bouncing signals off others and trying to project what impression they have of us
109
Q

aspects of self-consciousness

A
  • public self-consciousness (interest in clothing and makeup)
  • self monitors (high self monitors are attuned to how they present themselves and their estimates of how others will perceive their product choices influence what they choose to buy)
  • selfie
  • meerkating
  • empty self (the decline of shared points of reference: family, community, traditions)
110
Q

symbolic self completion theory

A

people who have an incomplete self definition complete the identity by acquiring and displaying symbols associated with it

111
Q

self/product congruence

A
  • consumers demonstrate their values through their purchase behavior
  • we choose products when attributes match the self
112
Q

extended self

A
  • external objects that we consider a part of us

- individual, family, community, group

113
Q

embodied cognition

A
  • the state of the body modifying states of the mind
  • power posing (Standing in a confident way affects brain activity)
  • enclothed cognition (the symbolic meaning of clothing changes how we behave)
114
Q

the digital self

A

people can construct digital versions of themselves online

  • wearable computing (we wear devices on ourselves like Apple Watch)
  • virtual makeovers
115
Q

agentic roles

A

men are expected to be assertive and have certain skills

116
Q

communal roles

A

women are taught to foster harmonious relationships

117
Q

sex-typed traits

A

characteristics we stereotypically associate with one gender or the other

118
Q

sex-typed products

A

take on masculine or feminine attributes

119
Q

neuroendocrinological science

A

focuses on the potential role of hormonal influences on preferences for different kinds of products or people

120
Q

masculinism

A

the study of the male image and the complex cultural meanings of masculinity

121
Q

androgyny

A

possession of both masculine and feminine traits

122
Q

ideals of beauty

A
  • exemplar of appearance
  • what is beautiful is good
  • certain favorable physical features in different cultures
123
Q

aspects of today’s ideal female body

A
  • body image distortions
  • vanity sizing (brands deliberately assign smaller sizes to garments)
  • fattism (society is obsessed with weight, children prefer images of different people to those of fat children)
124
Q

changing the body

A
  • body anxiety
  • cosmetic surgery
  • body decoration and mutilation
  • body piercing

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