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Consumer Behavior > Extra Lecture Notes > Flashcards

Extra Lecture Notes Flashcards

1
Q

one can see input goes into black box and see output comes out but

A

cannot see what processing happens inside the black box

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2
Q

as marketers/business managers, we know that the black box

A

is being affected by al kinds of external stimuli

brand name, 4P’s, etc.

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3
Q

what do see within a fraction of a second or after days or possibly after years?

A

the buyer’s response

what they think of the brand, whether they buy the product or not, etc.

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4
Q

not only do we have to study all the stimuli entering the black box and the buyer’s responses, but also

A

we have to understand what’s happening in the black box

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5
Q

the challenge of consumer behavior

A

infinite/mysterious

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6
Q

what does consumer behavior study?

A

delves deep into cogs and wheels of buyer’s minds (heart, emotion etc)

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7
Q

why should we study consumer behavior

A

consumer scientists believe that of everything in the universe…customers are the center of the universe

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8
Q

if companies do not understand their consumers

A

they will fail

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9
Q

what is the giant C word

A

Consumer

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10
Q

parent of a child nd you want them to drink more milk: do you give them the tall/skinny glass or short/wide glass?

A

wide/short

why?

because the child is self-pouring and this glass seems like they have to drink les. the tall glass looks like too much. they will consume more milk in the short glass without them realizing that.

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11
Q

74% more juice was poured and consumed when consumers (12-17)

A

poured the juice in the short wide glass

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12
Q

if youre pouring a cocktail, which glass would you use?

A

skinny/tall

gives consumers perception they drank more of the alcohol and are getting a god value when they didn’t

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13
Q

if youre a restaurant manager at an all you can eat buffet and you give out glasses, which should you give out for your glasses

A

skinny/tall to reduce waste/consumption in self-serve restaurants

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14
Q

3 things we need to study as consumer behavior scientists

A

how consumers obtain products and brands

how consumers consume (how often and why)

how consumers dispose (throw away? donate? recycle?)

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15
Q

consumption analysis

sub area of consumer behavior

A

why and how people USE products in addition to why and how they BUY

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16
Q

when the size of tide detergent package is small…

A

…the consumer pours out 220 milliliters of tide liquid per wash

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17
Q

when the size of the tide package is larger…

A

…consumers pour 240 mL of same load in same wash

why? bc consumers believe they have a bigger package so that means they have enough to use extra–not the case with small package

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18
Q

package size influences

A

consumption of products

–want people to buy and consume larger packages (not w bleach tho cause ppl dont like using too much bleach)

-depends on a brand by brand and product by product basis

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19
Q

jelly bean consumption increased by

A

137% when served in 24 colors compared to 6 colors

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20
Q

the more variety equals

A

the more ppl will snack/consume

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21
Q

studies showed the honda civic segment was the

A

teenage terror segment

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22
Q

studies showed the honda accord segment was the

A

recent MBA grad segment

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23
Q

studies showed the toyota sienna mini van segment was the

A

subarban mom segment

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24
Q

studies showed the cadilac sts segment was the

A

mid-career executive

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25
Q

studies showed the lexus ls 430 segment was the

A

titan of industry segment

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26
Q

what are uncontrollable variables?

A

enviornmental variables

  • economic
  • technologial
  • political
  • cultural
  • demographic
  • situational
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27
Q

what are controllable variables?

A

marketing mix

product
price
place
promotion

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28
Q

consumer influences and organization influences will influence how consumers…

A

(the entire spectrum of consumer behavior)

obtain the product
consumer the product
and dispose of the product

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29
Q

Why Study Consumer Behavior?

A

everyday an election is being held on consumers (with their dollars) on which brand/companies win
-macroeconomic level (will China have more jobs or Europe)

consumer behavior determines the economic health of a nation as well as the success of a marketing program

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30
Q

in the US, consumers are responsible for

A

70% or more of the nation’s economy

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31
Q

consumer decide which marketing program should be oriented

A

in which direction

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32
Q

the responsibility of consumer behavior also exists for

A

demarketing programs

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33
Q

Sam Walton said

A

Only the customer can fire us all

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34
Q

not exactly demartketing but in the same vein—

A

campaigns showing as consumers, we have to change how we dispose of products that we finished consuming–we have to recycle more

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35
Q

got milk campaign

A

one of the most powerful/successful marketing campaign

mustache campaign

began in the 80s

used familiar celebrities in each country

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36
Q

companies throughout the world are shifting towards healthir options–why?

A

consumers are worried about obesity

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37
Q

subway has become a

A 
#1 fast food selling franchise (most outlets around the world)
--overtaken mcdonalds a few years ago

–how? their east fresh campaign after doing market research their was a compelling need for healthy options

-Jared Fogle was a big tool in helping Subway succeed in their campaign

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38
Q

consumer behavior has the responsibility to educate consumers about

A

health

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39
Q

when consumer behavior affects personal policy, that is at the

A

individual level

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40
Q

how does consumer behavior affect personal policy

A

your quali

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41
Q

your quality of economic life (standard of living) is determined by

A

your personal policy, which in turn is strongly influenced by your consumer behavior

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42
Q

studies show that its not as important how much money you make in your lifetime but more so

A

how much you save, how frugal you are, etc

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43
Q

one of the most popular consumer research methods

A

observation techniques

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44
Q

observations can be ___ than surveys

A

economical/cheaper

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45
Q

shadowing is a very ___ consumer research methodology

A

common

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46
Q

observation research methods are called that bc

A

you don’t have to ask people questions

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47
Q

one of the most important research methods besides observations

A

surveys/interviews

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48
Q

surveys are the most

A

widely used methodology

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49
Q

surveys are not always reliable bc

A

ppl can lie

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50
Q

what is the advantage of surveys

A

you can ask people why they did something, info you cant get just from observations

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51
Q

the third most common consumer research methodology

A

experimentation

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52
Q

lab experiment

A

lab mock up (artificial) to replicate/simulate the real shopping experience

–more biased bc ppl behave differently when they know they are part of a lab experiment, but they are cheaper

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53
Q

field experiment

A

you get the cooperation of the actual store to conduct your exp in their store

–more realistic; more expensive

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54
Q

until we can understand as marketers how consumers use our products and why they use our products

A

we can never improve our products or introduce successful new product

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55
Q

every new product is backed by

A

consumer behavior research

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56
Q

4 foundations on which consumer behavior is based on

A
  1. The Consumer is Sovereign (understood worldwide)
    - -the be all, the end all, the start of everything that has to do with business
  2. The Consumer is Global (the world is shrinking)
    - -consumer behavior has to be studied at a global/cross-cultural level
  3. Consumers are different; Consumers are alike
    - -we have to recognize that consumers are different (diff segments, parts of the world, etc.)
    - -they behave differently
    - -many consumers even from diff segments do have a lot of overlapping behaviors
  4. The Consumer Has Rights
    - -may differ by countries and cultures
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57
Q

customers may look different but

A

behave/respond in similar ways

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58
Q

customers may look the same but

A

behave/respond completely different

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59
Q

the consumer bill of rights was proclaimed and announced in the USA by

A

John F Kennedy (1962)

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60
Q

what is the takeaway of the coca cola story?

A

consumers also buy products due to emotion/loyalty to the brand
–dont forget to measure the emotion behind a brand

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61
Q

how does the prototypical consumer make his or her decision?

A 
(decision process)
Need Recognition
Search for Information
Pre-Purchase Evaluation of Alternatives
Purchase
Consumption
Post-consumption Evaluation
Divestment
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62
Q

Need Recognition/Problem Recognition

A

the consumer must recognize a need to solve a problem (another way of saying this is to buy a product)

63
Q

Search for Information

A

consumer research products that could solve their problem

64
Q

Pre-purchase Evaluation of Alternatives

A

Consumer then collects, organizes, and processes all the information that they have gathered and does an eval of all the alts.

65
Q

Purchase

A

when the consumer decides to buy or not buy

–the most critical stage for the marketer

66
Q

Consumption

A

how, when, how much, why consumers consume

67
Q

Post-consumption Evaluation

A

how does the consumer evaluate the product either consciously or subconciously

68
Q

Marketers have to know how to mitigate, reduce, and manage…

A

…negative evaluation and encourage positive post-consumption evaluation

69
Q

Divestment

A

how does the consumer get rid of the product? what do they do after they’ve completed consumption of the product?

70
Q

Need Recognition is the very first…

A

…step in any consumer behavior process.

71
Q

As human creatures, we are…

A

dissatisfied, or we are always in a state of dissatisfaction OR at the subconscious level, we are always looking/striving for something better

72
Q

just bc you are dissatisfied with what you have or wish you had something better…

A

…this does not trigger need recognition

—only when the “gap” becomes bigger is need recognition is triggered (like a rubber band that snaps)

73
Q

memory of how bad the situation is plus memory of ads that could solve your problem affect your

A

need recognition

74
Q

symbolic needs are products you buy and consume often…

A

subconsciously

75
Q

is it possible to buy products to fulfill both symbolic and functional needs?

A

yes

76
Q

internal search is retrieved

A

quickly and subconsciously

77
Q

external search is performed

A

consciously : going online, reading reviews, etc.

78
Q

two types of stimuli

A

marketer dominated

non marketer dominated

79
Q

information processing stage includes 5 substages

A 
Exposure
Attention
Comprehension
Acceptance
Retention
80
Q

Exposure

A

the consumer is exposed to relevant ads and stimuli

81
Q

Attention

A

have to make sure consumer will pay attention to ad

82
Q

Comprehension

A

have to make sure consumer will understand the ad

83
Q

Acceptance

A

even if understood, have to get consumer to accept the message

84
Q

Retention

A

have to get consumer to internalize that message (even if understood and believed)

85
Q

ads that create a brand image are

A

wanting to fulfill a void in symbolic needs

86
Q

55% of ppl intentionally carry their smartphone while shopping so they can

A

comparison shop

87
Q

40% of ppl said they had changed their mind about purchasing in-store based on

A

info found online while shopping

88
Q

Evoked Set/Choice Sets

A

the short number of brands that each one of us in our minds that we carry around all the time

if you say deodorant, I think of the brand Secret

the final short list of brands that a consumer seriously considers buying from, even if they may be aware of 15 different brands

89
Q

purchase intention can influenced even at the

A

very last minute (also known as the 13th hour)

90
Q

the way that a consumer consumes a product largely determines…

A

…product satisfaction or dissatisfaction

–involves user error, very common in tech products

91
Q

one of the most dangerous things a company can go through is when

A

the consumers suffer through the consumption experience, which leads to negative product evaluation

–need to be given the right instructions/info

92
Q

an ad with an emotional appeal may be catering to…

A

hedonic and/or symbolic needs

93
Q

another term for cognitive dissonance/post-purchase regret

A

buyer’s remorse

94
Q

traits used to separate for target and positioning

A

individual differences:

demographics, psychographics, values, personality, behavior

95
Q

consumer resources

A

some ppl have more or less money, some have cash, some have credit
time is also a resource
brain power (cognitive resource) is also a resource

96
Q

you can be motivated differently depending on

A

what decision you are making

97
Q

knowledge

A

diff consumers have diff levels of knowledge on the decision they are about to make

98
Q

attitudes

A

you can have diff attitudes with different product categories, diff brands, etc.

99
Q

one of the most important influences of consumer behavior

A

culture

-that’s why we have entire subjects and topics called cross-cultural influences/cross-cultural marketing

100
Q

personal influence

A

you as a person interacting with the environment in diff ways

101
Q

situational behaviors

A

how do you respond to situations depending on diff environmental forces that are always impacting you?

102
Q

aspirational reference groups

A

groups you want to belong to–the opposite of membership groups

103
Q

membership groups

A

groups that you are a member of that influence your behavior

104
Q

the cdp can be mapped on a continuum

A

extended problem solving (highest and most complex level) limited problem solving routine problem solving (lowest and least complex level)

105
Q

habitual decision making

A

when routine problem solving becomes a habit–becomes instinctive

106
Q

what is the opposite of habitual decision making?

A

impulse buying

107
Q

least complex form of limited problem solving

A

impulse buying

108
Q

idea of brand inertia comes from

A

newton’s law of motion

109
Q

brand loyalty v brand inertia

A

loyal to colgate? i will go to multiple stores to buy colgate

inertia to colgate? i always buy colgate, but i will buy another brand if colgate is out of stock

110
Q

Pre-Purchase Processes

A

Need Recognition
Search
Evaluation

111
Q

some consumers believe I am what I buy…

A

…others believe I buy what I am

–both can be true

112
Q

if the degree of discrepancy at or above a certain threshold

A

need recognition is triggered

113
Q

desired state can be increased even when consumer is completely happy with their product due to

A

new products and innovations being introduced to trigger need recognition

114
Q

need recognition does not just depend on depressing actual state or increasing desired state, but also by accessing

A

the hidden desire/latent need

115
Q

is most advertising generic or selective

A

selective

116
Q

pre purchase search vs ongoing search

A

more focused vs passive

117
Q

t/f

marketers must understand what consumers are searching

A

t

118
Q

ppl are more likely to believe

A

family and friends (non biased interest) over salespeople (biased interest)

119
Q

the less a consumer knows about a product category…

A

…the more they are willing to search

120
Q

subset of awareness set

A

consideration set/evoked set/choice set

121
Q

if you want a product to be evaluated a certain way…

A

…you put it on the shelf next to similar products

122
Q

heuristics

A

a subconscious shortcut a consumer uses to make decisions

–ex: prefer to buy generic vs private label

123
Q

during the piecemeal process, consumer are subconsciously setting up two restrictions:

A

cutoffs

signals

124
Q

piecemeal process can be done

A

consciously or subconsciously

125
Q

lexicographic strategy

A

certain segments of consumers evaluate brands by comparing them initially on the most important attribute (to the self)

126
Q

one of the most popular/most common segmentations

A

demographics

127
Q

demographers

A

consumer analysts

128
Q

next best thing to measuring behavior is

A

proxy/leading indicator of behavior

129
Q

there is a ___ ___ that links all nations/demographics together

A

butterfly/ripple effect

130
Q

Demographics need to be studied in 4 different pillars

A

Changing Structure of Markets
Geographic Factors
Economic Resources
Global Markets

131
Q

the birthrate does not include

A

infant mortality

132
Q

if the US has a birthrate lower than 2.1, then how is the population not declining?

A

because of immigration

133
Q

US has one of the largest ___ rates in the world

A

immigration

134
Q

population momentum does not only depend on the size of the existing population but also

A

but it will also be the demographic/age distribution of a country

135
Q

what kind of population will have greater momentum?

A

> > a younger population with more women at childbearing age

vs

an older population with fewer women at childbearing age

136
Q

examples of cohorts

A

age cohorts

geographical cohorts

137
Q

Xennials

A

children born in the late1970s–early 1980s

138
Q

when muppies were young

A

yuppies

139
Q

T/F

the silent generation thinks they are younger than they actualy are

A

T

140
Q

Generation Alpha

A

new generation being identified and used in cohort terminology—these are the kids that are just being born now or have been born in the last 10–15 years.
(2010-2024)

141
Q

The Greatest Generation

A 
(1916-1928)
important bc respect
-now in their 90s--100s
-have seen all the wars and served
-lived through the Depression
142
Q

social classes are not directly related to income classes, but they are…

A

correlated

143
Q

fourth and critical stage of the CDP

A

Purchase

144
Q

purchase planning is high when it is

A

important to the consumer

145
Q

store displays can trigger need recognition, leading to an

A

unplanned purchase

146
Q

up to 70% of purchases are unplanned purchases at

A

supermarkets/grocery stores

147
Q

3 most important things for retailers to consider

A

location, location, location

-the most important thing about a retailer’s success is the location of the store

148
Q

Tar-Zhay

A

Target

  • -sounds French
  • -WalMart for the upper class
149
Q

how quickly a customer leaves the store depends on

A

the store’s atmosphere

150
Q

extremely important for enhancing the retail experience

A

Point of Purchase displays

151
Q

Pop Units

A

Yes units

152
Q

6 Ps

A 
Product 
Promotion
Place
Price
Presentation (helps with logistics)
Personnel/People
153
Q

Nondiscretionary Time

A

Obligatory time

ex: taking work home

Consumer Behavior (15 decks)

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