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Consumer Behavior > Exam #2 > Flashcards

Exam #2 Flashcards

1
Q

Personality

A

A person’s unique psychological makeup.

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2
Q

Big Five Personality

OCEAN

A

Openness to new experience (imaginative)
Conscientiousness- self disciplined, organized.
Extraversion- fun-loving
Agreeableness- trusting/helpful
Neuroticism- worried/insecure.

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3
Q

Freudian Systems

Created by Sigmund Freud (1856-1939), he was a Austrian Neurologist.

A

Claim that sexual desire is the primary motivational
energy of human life.

Puts an emphasis on unconscious motives.

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4
Q

Freudian Systems: 3 Personality Components

A

Id

Superego

Ego

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5
Q

Id

A

Is your animal instinct, it deals with the pleasure principle.

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6
Q

Superego

A

Our conscience

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7
Q

Ego

A

It mediates id and superego

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8
Q

Reality Principle

A

Finding the balance that satisfy social norms and the id.

Conflicts occur subconsciously.

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9
Q

Freud’s Contributions to Pshycology

A

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

Sex appeal in an ad is common; but Freud’s idea is below the radar; below your consciousness.

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10
Q

Pleasure Principle

A

It is the instinct of seeking pleasure and the avoidance of pain to satisfy biological and psychological needs.

It is part of the Id

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11
Q

Neo-Freudian Theories?

A

These folks say: Not everything is related to sex. Emphasize the importance of relationships with others.

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12
Q

3 Neo-Freudian Theorists?

A

Karen Horney: Compliant versus detached versus aggressive.

Alfred Adler: Motivation to overcome inferiority.

Harry Stack Sullivan: Personality evolves to reduce anxiety.

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13
Q

Carl Jung (Analytical Psychology) : What is his Neo-Freudian Theory?

A

Says there is a Collective unconscious.

There are Archetypes in advertising,

Universally recognized ideas,

and behavior patterns.

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14
Q

What are Psychographics?

A

They use psychological, sociological, and anthropological factors.

  • Good for defining market segments
  • Determine reasons for choosing products
  • Fine-tune offerings to meet segments’ needs

For Example: Jill:” busy suburban mom who buys electronics for family.

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15
Q

Archetypes

A

Archetypes telegraph across cultures and time.

People are quick to recognize archetypes

Strong evidence of achieving business objectives
with this model.

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16
Q

Brand Personality

A

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

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17
Q

Lifestyle

A

Is consumption patterns reflecting a person’s choices on how to spend time and money.

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18
Q

What is Attitude?

A

It is yours/others evaluation of people, objects, advertisements, and issues.
For Example:
* Like…Dislike
* Favorable…Unfavorable
* Good…Bad
* Attractive…Unattractive
* Appealing…Unappealing

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19
Q

What is a Attitude-tracking Program?

A

It increases predictability of behavior by analyzing attitude trends during extended time period.

Attitudes are less stable, consistent, and strong among collectivists societies than individualists societies.

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20
Q

What is the ABC Model of Attitudes?

A

Affect: the way you feel about an attitude object. (Positive affect?)

Behavior: your intentions/actions towards an object. (Buy it? Using it?)

Cognition: beliefs you hold about that attitude object.

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21
Q

Attitude Commitment

A

It is the degree of commitment (attitude strength) related to the level of involvement with attitude object.
-Internalization
-Identification
-Compliance

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22
Q

Internalization
(Attitude Commitment)

A

Highest level: deep-seeded attitudes become part of consumer’s value system.

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23
Q

Identification
(Attitude Commitment)

A

Mid-level: attitudes form in order to conform to another person or group.

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24
Q

Compliance
Attitude Commitment

A

Lowest level: consumer forms attitude because it gains rewards or avoids punishments.

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25
Q

Why is Attitude Strength important?

A

Attitude strength is important for attitude change because strong attitudes are harder to change.

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26
Q

What is the Functional Theory of Attitude?

A

Attitudes exist to serve some Function.

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27
Q

What are the 4 Functions of Functional Theory of Attitudes?

A

Utilitarian function
Value- Expressive Function
Ego-Defensive Function
Knowledge Function

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28
Q

Utilitarian function

A

Consumers use attitudes as ways to maximize rewards and minimize punishment.
Providing would-be customers with something useful.

Example: I like the taste of diet coke, so when I am thirsty I want to drink diet coke.

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29
Q

Value- Expressive Function

A

Products help you express your values and self-concept.

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30
Q

Ego-Defensive Function

A

Protect ego and self-image from external threats.

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31
Q

Knowledge Function

A

Need for order, structure, or meaning.

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32
Q

Cognitive Dissonance

A

Is when a consumer is confronted with inconsistencies among attitudes or behaviors, she/he will take action to resolve the “dissonance”.

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33
Q

Balance Theory

A

Considers relations among elements that a consumer might perceive as belonging together.

34
Q

Examples of Balance Theory

A

Basking in reflected glory:” consumers want to show association with a positively valued attitude object
Examples:
* Consumers: college football fans
* Attitude object: winning college football team
* Marketers use celebrity endorsers of products to create positive associations.

35
Q

Fishbein Model (Equation when deciding to pick/buy a product over others).

A

A= Attitude toward a brand
Bi = Belief that the brand possesses attribute i
Ei = Evaluation or desirability of attribute i
I = attribute 1, 2, … m.

36
Q

3 elements that involve the Extended Fishbein Model: Theory of Reasoned Action (TRA)

A

It Considers intentions versus behavior.

Attitude toward buying: measure attitude toward
the act of buying, not just the product.

Considers social pressure

37
Q

Communications Model

A

States that a number of elements are necessary for communication to be achieved.

38
Q

Updated Communications Model

A

Consumers are now proactive in the communications
process: blogging, Vlogging, Podcasting, etc…

39
Q

Sleeper Effect

A

Over time, we “forget” about negative source while changing our attitudes.

Example: Mr. Whipple “Don’t squeeze the Charmin!”

40
Q

One-Sided Argument

A

Are made of supportive arguments, that presents only one point of view about a product, idea, person, etc…

41
Q

Two-Sided Argument

A

Is when both positive and negative information is presented.

  • Negative issue are raised, then dismissed.
  • Positive attributes refute negative attributes.

Effective with well-educated and not-yet-loyal audiences.

42
Q

Comparative Advertising

A

Compares two recognizable brands on specific attributes.

Examples: Gmail vs. Outlook and Pepsi vs. Coca Cola.

But, confrontational approach can result in source derogation.

43
Q

Elaboration Likelihood Model of Persuasion
ELM of Persuasion

A

It describes how people process information.

  • It also hints at how attitude can be modified (i.e., persuasion).
  • Two factors are important: Involvement and perceivability/processing

Involves Central Route and Peripheral Route.

44
Q

Central Route

A

High-Involvement Processing – Cognitive responses are followed

45
Q

Peripheral Route

A

Low-involvement Processing- Influenced by peripheral cues (e.g., attractiveness of sources, product package, context in which the message appears).

46
Q

Emotional Appeals

A

Use emotional strategy when consumers do not find
differences among brands.

  • Well-established, mature categories
47
Q

Rational Appeals

A

Appeals to logic, thinking, and rationale.

Recall of ad contents is better for “thinking” ads.

(Note: conventional measures of ad effectiveness is
more adequate to assess cognitive ads.)

48
Q

Humorous Appeals

A

Different cultures have different senses of humor

  • Humorous ads get attention
  • May be a distraction at times
  • Inhibit counter-arguing, thus increasing message acceptance.

Effective when it:
* Doesn’t make fun of potential consumer
* Is appropriate for product’s image
* NOT EVERYTHING IS FUNNY!

49
Q

Sex Appeals

A

Sexual appeals vary by country.

Negative: Nude models generate negative feelings/tension among same-sex consumers.

Erotic ads draw attention, but strong sexual
imagery may make consumers less likely to:
* Buy a product (unless product is related to sex)
* Process and recall ad’s content

50
Q

Fear Appeals

A

Emphasize negative consequences that can occur unless consumer changes behavior/attitude. Fear is common in social marketing

Most effective when:
* Threat is moderate
* Solution to problem is presented
* Source is highly credible
* The strongest threats are not always the most
persuasive

51
Q

Consumer Decision Making Steps?

A
  1. Need Recognition
  2. Information
  3. Evaluation of Alternatives
  4. Purchase Decision
  5. Purchase Act
  6. Post Purchase Evaluation
52
Q

3 Parts of Problem Recognition

A

No Problem happens when Ideal State = Actual State

Opportunity Recognition: Actual state can be ideal state.

Need Recognition: The need for your actual state to be your ideal state.

53
Q

Internal Information Search

A

Search is internal from memory and attitudes.

54
Q

External Information Search

A

Happens when you search for information from catalogs, peers & family, and other’s attitudes.

55
Q

What are the two active Information Searchs?

A

Deliberate (Active) Search
and
Accidental (Passive) Search

56
Q

Expert vs. Novice buyers

A

Product knowledge & amount of search creates an inverted U relationship. So the U is facing downward for example unhappy frown the edges are going down.

57
Q

Maximizing vs Satisficing

A

Satisfiers consider few aspects of a purchase.

Maximizers consider all aspects of a purchase.

58
Q

Negative Correlations with Maximization

A

Negative correlations related to maximization is less happiness, optimism, and life satisfaction.

59
Q

“Positive Correlations” with Maximization

A

“Positive Correlations” were found between maximization and depression, perfectionism, and regret.

60
Q

What are the two different forms of Spontaneous Shopping?

A

Unplanned buying: reminded to buy something.

Impulse buying: sudden, irresistible urge to buy

61
Q

Point-of-purchase (POP) Stimuli

A

Is when a product display or demonstration draws attention (e.g., free samples).

62
Q

Prospect Theory (Created by Daniel Kahneman)

A

Consumers under-value their “gain” options and over-value their
“loss” options.

63
Q

Sunk-cost Effect

A

Reluctant to waste something we have paid for.

Example: Having paid the price of the ticket you watch the movie even though it might not be good, since you already paid for it.

64
Q

Endowment Effect

A

Is an emotional bias that causes individuals to value an owned object higher than another/same product.

Example: You value your umbrella over the same umbrella even if it might be new.

65
Q

What are the 3 Heuristics: Mental Shortcuts?
(Mental rules-of-thumb that lead to a speedy decision)

A

Price-Quality Heuristic

Country-of-Origin Effects

Assumptions

66
Q

Price-Quality Heuristic

A

Higher price = higher quality

67
Q

Country-of-Origin Effects

A

How a country’s origin influences the way we perceive a product.

68
Q

Assumptions

A

Larger stores offer better prices than smaller stores
Items tied to “giveaways” are not a good value
Healthy = Expensive and Healthy = Less tasty

69
Q

What factors increase the chances of using Mental Shortcuts?

A

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

70
Q

Need for Cognitive Closure

A

Desire for a definite answer/result, no ambiguity/second guessing/confusion.

71
Q

Promotion Strategy vs Masking Strategy

A

Promotion Strategy: Is when a company promotes qualities of a product/service. Example where the product is actually from.

Masking Strategy: Uses false/tricky stimuli to make you think/associate a certain aspect to a product when there is no actual correlation, like products using flags/names of countries the product is not actually from,

72
Q

What are the 2 Compensatory Decision Rules?

A

It gives a product a chance to make up for its shortcomings.

Simple additive rule and Weighted additive rule

73
Q

Simple Additive Rule

A

The consumer chooses the alternative that has the largest number of positive attributes.

74
Q

Weighted Additive Rule

A

Is when the consumer rates certain positively rated attributes more important than others.

75
Q

What are the Non-compensatory Decision Rules?

A

A product with a low standing on one attribute can’t compensate for this flaw by doing better on another attribute.

Lexicographic rule, Elimination-by-aspects rule, and Conjunctive rule.

76
Q

Lexicographic Rule

A

Is when consumers selects the brand that is the best on the most important attribute.

77
Q

Elimination-by-aspects Rule

A

Is when the buyer also evaluates brands on the most important attribute (based on a cut-off value).

78
Q

Conjunctive Rule

A

Least satisfy/include a certain amount of positive attributes, Entails processing by brand (all cut-offs must be met).

79
Q

Need for cognition

A

Is the tendency and enjoyment in seeking, evaluating, and integrating multiple relevant sources.

80
Q

Reaction Paper: Power, Anthropomorphism, and Risk Perception

A

It is hypothesized that this occurs because those with high (low) power perceived a greater (lesser) degree of control over the anthropomorphized entity.

Results suggest that feelings of power should be taken into consideration when assessing risk perceptions for anthropomorphized entities.

81
Q

Reaction Paper: Healthy = Expensive

A

When people are presented with health claims about an ingredient, they are not familiar with, they will use this intuitive theory to judge how important the ingredient is for overall health based on the price of the product.

This is supported by dual process models, which suggest that intuition can bias how information about health and price is processed. This leads to people having a distorted view of what is considered healthy.

People tend to demand more evidence when claims oppose their intuition.

Consumer Behavior (3 decks)

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