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Consumer Behavior > Exam 2 > Flashcards

Exam 2 Flashcards

1
Q

What are the Freudian systems?

A

Systems that were created by Sigmund Freud and theorizes that sexual desire is the primary motivational energy of human life

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2
Q

What are Freudian systems’ key components of personality?

A

Id, Superego, and Ego

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3
Q

What are Freudian systems’ major contribution to consumer behavior? (Hint: What is emphasized in his theory)

A

Much motivational research is based on Freud’s idea of the unconscious mind.

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4
Q

What is Id?

A

Id is your animal instinct or your pleasure principle

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5
Q

How does Id work?

A

It is the impulsive and unconscious part of your psyche which responds to one’s basic instincts

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6
Q

What is superego?

A

Superego is your conscience

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7
Q

How does superego work?

A

Superego controls your impulses. Superego rewards or punishes depending on which part is activated.

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8
Q

What is ego?

A

Ego is the mediator between id and superego.

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9
Q

How does ego work?

A

Ego is the decision-making part of your personality, makes a lot of decisions based off of reality. Ego can be broken from life experiences.

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10
Q

What is the difference between reality principle and pleasure principle?

A

The reality principle is more focused on the long-term and is more goal oriented.
The pleasure principle disregards everything except for the immediate fulfillment of its desires.

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11
Q

What is emphasized in Neo-Freudian theories?

A

Emphasize the importance of relationships with others.

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12
Q

What is Brand personality?

A

Brand personality is set of traits people attribute to a product as if it were a person.

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13
Q

What is Lifestyle?

A

Lifestyle is patterns of consumption reflecting a person’s choices of how one spends time and money.

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14
Q

What is psychographics?

A

Psychographics is use of psychological, sociological, and anthropological factors.

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15
Q

What are attitudes?

A

Attitude is your evaluation of people, objects, advertisements, or issues.

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16
Q

What are the different elements of attitudes?

A

Affect: the way you feel about an attitude object.
Behavior: your intentions to act toward that object. Cognition: beliefs you hold about that attitude object.

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17
Q

What functions does an attitude have?

A

Utilitarian Function: making decisions based entirely on the producing the greatest amount of happiness as a whole.
Value-Expressive Function: someone basing their attitude regarding a product or service on self-concept or central values.
Ego-defensive function: when someone feels that the use of a product or service might compromise their self-image. Knowledge function: prevalent in individuals who are careful about organizing and providing structure regarding their attitude or opinion of a product or service.

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18
Q

What are the different levels of involvement and what do they each mean?

A

Internalization-Highest level: deep-seeded attitudes become part of consumer’s value system Identification-Mid-level: attitudes formed in order to conform to another person or group Compliance-Lowest level: consumer forms attitude because it gains rewards or avoids punishments

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19
Q

How does involvement affect attitude strength?

A

The more one is involved with an attitude object, the more they tend to build connections within the different levels of involvement.

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20
Q

How does involvement affect attitude strength?

A

The more one is involved with an attitude object, the more they tend to build connections within the different levels of involvement.

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21
Q

What is cognitive dissonance?

A

Cognitive dissonance: when a consumer is confronted with inconsistencies among attitudes or behaviors, they will take action to resolve the “dissonance”

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22
Q

What is balance theory?

A

Balance theory considers relations among elements a consumer might perceive as belonging together.

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23
Q

What is balance theory’s application in marketing?

A

Marketer using positive associated people and things with their product.

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24
Q

What is the Fishbein model?

A

Fishbein model attempts to explain the rationality of choice of the product by the consumer by using measure of his overall attitude towards object.

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25
Q

What are the elements that are considered in the Fishbein model?

A

Attitude toward a brand, belief that the brand possesses attribute, evaluation or desirability of attribute, and attribute

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26
Q

What is the extended Fishbein model?

A

Extended Fishbein model provides a basis for studies of the relationships between attitudes and social influence variables relative to behavior.

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27
Q

What are the elements that are considered in the extended Fishbein model?

A

Considers intentions versus behavior.
Attitude toward buying: measure attitude toward the act of buying, not just the product.
Considers social pressure

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28
Q

What are the elements that are considered in the extended Fishbein model?

A

Considers intentions versus behavior.
Attitude toward buying: measure attitude toward the act of buying, not just the product.
Considers social pressure

29
Q

What is the sleeper effect?

A

Sleeper effect suggests that over time, we “forget” about negative source while changing our attitudes

30
Q

What are one-sided arguments?

A

One-sided arguments are supportive arguments

31
Q

What are two sided arguments?

A

Two-sided arguments involve both positive and negative information.
Negative issue is raised, then dismissed.
Positive attributes should refute presented negative attributes.

32
Q

What is comparative advertising?

A

Comparative advertising compares two recognizable brands on specific attributes.

33
Q

What is the ELM?

A

ELM is the Elaboration Likelihood Model of persuasion.
It describes how people process information.

34
Q

What are the Elaboration Likelihood Model’s two routes of persuasion?

A

ELM’s two routes of persuasion are central and peripheral.

35
Q

What are the differences between Elaboration Likelihood Model’s two routes of persuasion?

A

Central route involves high involvement when processing. With central route cognitive responses are followed. Peripheral route involves low-involvement processing. Peripheral route is influenced by peripheral cues.

36
Q

What are the similarities between Elaboration Likelihood Model’s two routes of persuasion?

A

Involvement and capability are important to process both routes of persuasion.

37
Q

What is the difference between emotional and rational appeals?

A

Emotional Appeals appeal to the emotions of the customers. While rational appeals to the thinking/cognitive side of customers.

38
Q

How are emotional and rational appeals related to the Elaboration Likelihood Model?

A

Emotional appeals follow the peripheral route of ELM. Rational appeals follow the central route of ELM.

39
Q

What are the conditions in which emotional appeals are effective?

A

Emotional appeals are most effective when consumers don’t find differences among brands. Usually is used in well-established, mature categories.

40
Q

What are the conditions in which rational appeals are effective?

A

Rational appeal is especially effective when the product contains many features that appeals to a person’s sense of reason.

41
Q

What are sex appeals?

A

Sex appeals are ads that draw attention to the product using more suggestive imagery to sell a product.

42
Q

What are humor appeals?

A

Humor appeals use humor to grab the attention of the customer, doesn’t always have the intention to make the customer laugh.

43
Q

What are fear appeals?

A

Fear appeals emphasize the negative consequences that can occur unless consumer changes behavior/attitude

44
Q

What makes fear appeals effective?

A

Fear appeals are most effective when the threat is moderate. Solution to problem is presented. Source is highly credible.

45
Q

What are the different stages in decision making?

A

Recognition Need: Recognizes the need for a service or product -> Information search: Gathers information. -> Evaluation of Alternatives: Weighs choices against comparable alternatives. -> Purchase decision: Makes actual purchase. -> Purchase Act: Purchase happens here -> Post-Purchase Evaluation: Reflects on the purchase they made.

46
Q

What is problem recognition?

A

Recognizes the need for a service or product

47
Q

What is an information search?

A

Gathers information both internal and external searches.

48
Q

What is the paradox of choice?

A

The paradox of choice is an observation that having many options to choose from, rather than making people happy and ensuring they get what they want, can cause them stress and problematize decision-making.

49
Q

How is maximizing different from satisficing?

A

Satisficers consider few things whereas Maximizers consider all aspects of a purchase.

50
Q

What is the sunk-cost fallacy?

A

The sunk cost fallacy is the tendency to continue to pursue an endeavor that has already committed to in terms of investing money, time or effort into it, even if those costs are not recoverable.

51
Q

What is the prospect theory?

A

The prospect theory says that people value gains and losses differently, and shows how people decide between alternatives that involve risk and uncertainty

52
Q

When it comes to the prospect theory, does gains or losses have more psychological/emotional impact?

A

Prospect theory says that consumers under-value their “gain” options and over-value their “loss” options.

53
Q

What is the endowment effect?

A

The endowment effect refers to an emotional bias that causes individuals to value an owned object higher, often irrationally, than its market value.

54
Q

How is maximizing related to depression and regret?

A

People who strive for maximization are more prone to depression and perfectionism, more likely to compare themselves negatively with others and more prone to regret than those who use satisficing strategies.

55
Q

What are heuristic beliefs?

A

Heuristics are mental shortcuts that can facilitate problem-solving and probability judgments. Heuristics are generalizations that can be effective for making immediate judgments, but often result in irrational or inaccurate conclusions.

56
Q

What are market beliefs?

A

Market beliefsare intermediate level beliefs which convey information about the association between independent market concepts.

57
Q

What are the cultural differences in heuristic?

A

Individualistic and collectivistic cultures

58
Q

What is price-quality heuristics?

A

Higher price= higher quality

59
Q

How does promotion and masking play a part in the perception of country-of-origin?

A

Promotion uses factors that can easily be associated with the supposed country-of-origin misleading the consumer as to which country the product is actually from. Such as swiss with knifes. A masking strategy uses misleading cues as to what the country-of-origin is.

60
Q

What factors in the purchase environment factor into in-store decision making?

A

Time pressure, Cognitive load, Low involvement situations, and Need for cognitive closure (vs. need for cognition)

61
Q

What is the cultural difference of unplanned/impulsive buying?

A

Consumers from collectivist countries were more satisfied with their impulse purchase when they were with an important other versus when they were alone at the time of purchase, while consumers from individualist countries showed no difference in satisfaction between these two purchase situations.

62
Q

What does POP stand for?

A

Point of Purchase

63
Q

What is the effect of POP stimuli?

A

To grab the attention of the customer and entice them to buy said product.

64
Q

What are the different decision rules?

A

Simple additive rule: the consumer merely chooses the alternative that has the largest number of positive attributes. Weighted additive rule: the consumer also considers the relative importance of positively rated attributes, essentially multiplying brand ratings by importance weights Lexicographic rule: consumers select the brand that is the best on the most important attribute. Elimination-by-aspects rule: the buyer also evaluates brands on the most important attribute (based on a cut-off value).
Conjunctive rule: entails processing by brand (all cut-offs must be met)

65
Q

What are the differences between compensatory and noncompensatory?

A

Compensatory decision rules: give a product a chance to make up for its shortcomings.

66
Q

What is the need for cognitive closure?

A

Need for cognitive closure: an individual’s desire for a firm answer to a question and an aversion toward ambiguity.

67
Q

What is the need for cognition?

A

Need for cognition: An individual difference variable which describes a person’s desire to engage in cognitively challenging tasks and effortful thinking.

68
Q

How does the need for cognition and cognition closure affect the use of decision rules and heuristic biases?

A

Both high (cognition) and low levels (cognition closure) may be associated with particular biases in judgment.
People low in need for cognition tend to show more bias when this bias is due to relying on mental shortcuts, that is, heuristic biases.
People high in this trait tend to be more affected by biases that are generated by effortful thought.

Consumer Behavior (2 decks)

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