Exam 1 Flashcards
consumer behavior
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
market segmentation
- 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
demographics
- statistics that measure observable aspects of a population
- ex: age, gender, family structure, etc.
psychographics
- the way we feel about ourselves
- the things we value
- the things we do in our spare time
relationship marketing
- interact with customers regularly
- give customers reasons to maintain a bond with the company
database marketing
-tracking specific consumers’ buying habits and crafting products and messages tailored precisely to people’s wants
business ethics
- rules of conduct that guide actions in the marketplace
- differs by culture
objective of marketing with regards to needs
marketing creates awareness that needs exist and does NOT create needs
need
a basic biological motive
want
one way that society has taught us that the need can be satisfied
transformative consumer research
- 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
sensation
the immediate response of our sensory receptors to basic stimuli
perception
the process by which sensations are selected, organized, and interpreted
perceptual process
sensory stimuli –> sensory receptors –> exposure –> attention –> interpretation
sensory marketing
companies think carefully about the impact of sensations on our product experiences
hedonic consumption
- multi sensory, fantasy, and emotional aspects of consumers’ interactions with products
- marketers use impact of sensations on consumers’ product experiences
vision
- marketers rely heavily on visual elements in advertising, store design, and packaging
- color provokes emotion
- reactions to color are biological and cultural
trade dress
colors associated with specific companies
scents
- odors create mood and promote memories
- marketers use scents inside products and in promotions
sound
- affects people’s feelings and behaviors
- stores and restaurants often play certain kinds of music to create a certain mood
phonemes
- individual sounds that might be more or less preferred by customers
- ex: “i” brands are lighter than “a” brands
touch
-consumers who touch an item have a greater level of attachment with the product
haptic senses
- touch
- the most basic of senses
- learn this before vision and smell
- affect product experience and judgment
Kinsei engineering
Japanese philosophy that translates customers’ feelings into design elements
taste
- our taste receptors contribute to our experience of many products
- cultural changes determine desirable tastes
exposure
- occurs when a stimulus comes within range of someone’s sensory receptors
- we can concentrate, ignore, or completely miss stimuli
sensory thresholds: psychophysics
science that focuses on how the physical environment is integrated into our personal, subjective world
sensory thresholds: absolute threshold
-the minimum amount of stimulation that can be detected on a given sensory channel
differential threshold
- 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
subliminal perception
when the stimulus is below the level of the consumer’s awareness
subliminal perception techniques
- embeds
- auditory messages
- low level auditory stimulation
influence of subliminal messages
- threshold differences
- distance and position control
- viewing attention control
- generalized effect
attention
- 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
arousal and attention intensity
attention intensity is highest at moderate arousal
personal selection factors (perceptual filters)
- 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)
factors that lead to adaptation
- intensity
- discrimination
- relevance
- duration
- exposure
how marketers can create contrast in stimuli
- size
- color
- position
- novelty
interpretation
- the meaning we assign to sensory stimuli
- based on a schema
stimulus organization: Gestalt
- the whole is greater than the sum of its parts
- closure
- similarity
- figure-ground
semiotics
correspondence between signs and symbols and their role in the assignment of meaning
three components of marketing messages (semiotics)
- object
- sign
- interpretant
brand perceptions
=functional attributes + symbolic attributes
perceptual map
- map of where brands are perceived in consumers’ minds
- used to determine how brands are currently perceived to determine future positioning
brand positioning focuses
- lifestyle
- price leadership
- attributes
- product class
- competitors
- occasions
- users
- quality
learning
a relatively permanent change in behavior caused by experience
incidental learning
casual, unintentional acquisition of knowledge
behavioral learning theories
assume that learning takes place as the result of responses to external events
- classical conditioning
- instrumental/operant conditioning
classical conditioning
- 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
stimulus generalization
- tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses
- family branding
- product line extensions
- licensing
- look alike packaging
instrumental/operant conditioning
the individual learns to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes
-positive reinforcement, negative reinforcement, punishment, extinction
reinforcement schedules in instrumental conditioning
- fixed interval (seasonal sales)
- variable interval (secret shoppers)
- fixed-ratio (grocery-shopping receipt programs)
- variable ratio (slot machines)
cognitive learning: observational learning
- 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
observational learning process
attention –> retention –> production processes –> motivation –> observational learning
five stages of consumer development
- observing
- making requests
- making selections
- making assisted purchases
- making independent purchases
memory
acquiring info and storing it over time so that it will be available when needed
info-processing approach to memory
external inputs –> encoding –> storage –> retrieval
encode
mentally program meaning
types of meaning
- sensory: literal color or shape of a package
- semantic: symbolic associations
episodic memories
related to events that are personally relevant
narrative memories
memories store info we acquire in story form
flashbulb memories
memories that are particularly vivid
memory process
sensory memory –> attention –> short term memory –> elaborative rehearsal –> long term memory
associative networks
incoming info is organized by relationships and stored in knowledge structures
spreading activation
- 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
levels of knowledge
- individual nodes: meaning concepts
- connected nodes: proposition (complex meaning)
- two or more propositions: schema
forms of retrieving info for purchase decisions
- state-dependent retrieval
- familiarity and recall
- salience and recall
- pictorial vs. verbal clues
forgetting
- 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
problems with memory measures
- response biases
- memory lapses
- illusion of truth effect
motivation
- 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
utilitarian need
desire to achieve some functional or practical benefit
hedonic need
experiential need involving emotional responses or fantasies
desired end state of motivation to satisfy a need
goal
incidental brand exposure
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
motivational strength
- 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
types of needs
- biogenic
- psychogenic
- utilitarian
- hedonic
motivational conflicts
- approach approach
- approach avoidance
- avoidance avoidance
Murray’s psychogenic needs
-autonomy, defendance, play
specific needs
- need for affiliation
- need for power
- need for uniqueness
types of affective responses
- 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)
positive affect
- lovemark (passionate commitment to one brand)
- happiness
- material accumulation (instinct to earn more than we can possibly consume)
negative affect
- disgust
- envy
- guilt
- embarrassment
ways social media taps into our emotions
- 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)
product involvement
- 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)
types of perceived risk
- monetary risk
- functional risk
- physical risk
- social risk
- psychological risk
three types of decision making
- cognitive
- habitual
- affective
self-regulation
- 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
continuum of buying decision behavior
routine response behavior –> limited problem solving –> extensive problem solving
steps in decision making process
- 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
economics of info approach
- 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
product categorization
- product positioning
- identifying competitors
- exemplar products
- locating products
determinant attributes
attributes actually used to differentiate among alternatives
decision rules
consumers consider sets of product attributes by using decision rules
non compensatory decision rules
- 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)
compensatory decision rules
- simple additive
- weighted additive
habitual decision making
- 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
biases in decision-making process
- 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)
decision factors in families
- interpersonal need
- product involvement and utility
- responsibility
- power
autonomic decision
one family member chooses a product
syncretic decision
- involve both partners
- used for bigger purchases
- as education increases, so does syncretic decision making
self-concept
-the beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities
attribute dimensions
-content, positivity, intensity, stability over time, accuracy
self-esteem
- 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
ideal self
our conception of how we would like to be
actual self
our more realistic appraisal of the qualities we have
impression management
we work to manage what others think of us
fantasy
- self-induced shift in consciousness
- consumers are susceptible when they have a large gap between ideal and actual self
multiple selves
- each of us has many roles
- marketers pitch products needed to facilitate active role identities
looking glass self
- 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
aspects of self-consciousness
- 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)
symbolic self completion theory
people who have an incomplete self definition complete the identity by acquiring and displaying symbols associated with it
self/product congruence
- consumers demonstrate their values through their purchase behavior
- we choose products when attributes match the self
extended self
- external objects that we consider a part of us
- individual, family, community, group
embodied cognition
- 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)
the digital self
people can construct digital versions of themselves online
- wearable computing (we wear devices on ourselves like Apple Watch)
- virtual makeovers
agentic roles
men are expected to be assertive and have certain skills
communal roles
women are taught to foster harmonious relationships
sex-typed traits
characteristics we stereotypically associate with one gender or the other
sex-typed products
take on masculine or feminine attributes
neuroendocrinological science
focuses on the potential role of hormonal influences on preferences for different kinds of products or people
masculinism
the study of the male image and the complex cultural meanings of masculinity
androgyny
possession of both masculine and feminine traits
ideals of beauty
- exemplar of appearance
- what is beautiful is good
- certain favorable physical features in different cultures
aspects of today’s ideal female body
- 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)
changing the body
- body anxiety
- cosmetic surgery
- body decoration and mutilation
- body piercing
