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Consumer Behavior > Exam 3 - 9,11,13,14 > Flashcards

Exam 3 - 9,11,13,14 Flashcards

1
Q

The Five Stages in Consumer Decision Making

A
  1. Need for recognition
  2. Information Research
  3. Evaluation of Alternatives
  4. Purchase Decision
  5. Post Purchase Behavior
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2
Q

Purchase Momentum

A

influences decision making - like a spending spree!

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3
Q

Consumer Hyperchoice

A

too many choices can become a problem, repeated decisions drain our or psychological energy and decreases our ability to make smart choices

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4
Q

Three Types of Consumer Decision Making

A
  1. Cognitive (deliberate, rational, sequential)
  2. Habitual (behavioral, unconscious, automatic)
  3. Affective (emotional, instantaneous)
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5
Q

What is a mental budget?

A

my preset expectations of how much i intend to spend on shopping/intent to consume

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6
Q

The “morning morality effect”

A

easier to self-regulate and control decisions in the morning - harder as the day goes on

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7
Q

evaluative criteria

A

the dimensions we use to judge the merits of competing options

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8
Q

determinant features

A

what we use to differentiate our choices

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9
Q

2 types of decision making in family

A
  1. consensual purchase decision
  2. accommodative purchase decision
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10
Q

consensual purchase decision

A

agree on the “what”, need to solve the “how”

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11
Q

accommodative purchase decision

A

disagreement, use bargaining, coercion, and/or compromise

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12
Q

factors in group decision making that create conflict

A

interpersonal need
power
responsibility
product involvement and utility

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13
Q

The Synoptic Ideal

A

spouses act as joint decision makers (this is JUST an ideal!)

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14
Q

Social Identity Theory

A

an “I” but also a “we”, each of us have several “selves” that relate to groups

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14
Q

Social Power

A

one person admires another’s qualities and copies that behavior

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14
Q

Minimal Group Paradigm

A

Even when group assignment is random, we still favor our group

14
Q

Other Types of Power

A
  1. Information Power
  2. Legitimate Power
  3. Expert Power
  4. reward Power
  5. Coercive Power
15
Q

Reference Groups

A
  1. Membership - knows people, advertised as “ordinary people”
  2. Avoidance - distance yourself from them (the freaks)
  3. Aspirational - you don’t know but admire, like a celebrity
16
Q

Reasons we conform

A
  • cultural presence
  • fear of deviance
  • being one with the group (unanimity)
  • interpersonal influence
17
Q

negative word of mouth is stronger than positive word of mouth

A

True

18
Q

Opinion Leaders

A
  • people who are knowledgeable, they influence others behaviors/attitudes
19
Q

What types of power do opinion leaders have?

A
  • social power
    they might have…
    -expert/knowledge/legitimate power
  • first to get a product, similar to the consumer, and they’re socially active
20
Q

Sociometric Method

A

trace communication in groups
- most precise method
- but expensive and difficult to implement

21
Q

What is a subculture?

A

a group that shares beliefs and preferences (age, religion, gender, ethnicity, etc.)

22
Q

4 Basic Conflicts (Gen Y and Gen Z)

A
  1. Autonomy vs. Belonging
  2. Rebellion vs. Conformity
  3. Idealism vs. Pragmatism
  4. Narcissism vs. Intimacy
23
Q

The Big 3 American Subcultures

A
  1. Black
  2. Hispanic
  3. Asian
24
Q

Social Identity id intersubjective

A

how a person thinks of themselves and how others think of them

25
Q

Dominant vs. Non-Dominant Identities

A

dominant identities - normal (mainstream) and normative (aspirational)

26
Q

Models of non-dominant identities

A
  1. cultural normalization model (non-dominant are represented exactly like dominant, i.e. using black people instead of white but no cultural reference)
  2. cultural appropriation model (borrowing stereotypical representations of non-dominate identities - appeals to people who Aren’t part of that identify)
  3. effortful accommodation model (uses culture in advertising i.e. the Hispanic wells Fargo commercial)
27
Q

Culture is…

A

a society’s personality , shared meanings, rituals, norms

IN ORDER TO UNDERSTAND CONSUMPTION YOU MUST UNDERSTAND CULTURE

28
Q

The 3 components of a cultural system

A
  1. ecology - how culture adapts to it’s surroundings
  2. social structures - how do people maintain an orderly social life?
  3. Ideology - what are the mental characteristics of a people?
29
Q

Myths

A

stories with symbolic elements that represent a culture’s ideals

30
Q

Rituals

A
  • a set of multiple, symbolic behaviors that occur in a fixed sequence and is repeated periodically
  • can symbolize a transition from 1 status to another (gifting, holidays)

Consumer Behavior (2 decks)

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