FINAL Flashcards
Chapters 10-12
memory’s role in learning
consumer behavior is learned behaviors
learning
any chance in the content or organization of long-term memory of behavior
memory
- short-term memory (working memory): the portion of total memory that is currently active
- long-term memory: permanent information storage (semantic or episodic)
short-term memory
short lived: consumer must constantly refresh information through maintenance rehearsal or it will be lost
- limited capacity
- elaborative activities serve to redefine or add new elements to memory and can involve both
semantic memory
basic knowledge and feelings an individual has about a concept
episodic memory
sequence of events in which a person participated
schemas (schematic memory)
associated with memories/a certain concept
- scripts
- retrieval from LTM (top of mind, explicit vs implicit memory)
learning under high involvement
motivated to learn
learning under low involvement
little or no motivation to learn
conditioning
presenting two stimuli together to create a perceived connection between the two
classical conditioning
connecting between stimulus and response (pavlov’s dog)
operant conditioning
associations between response and outcome (reinforced vs punishers)
motivation
the reason for behavior
motives
a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response
Maslow’s hierarchy of needs
- self-actualization
- esteem
- love/belonging
- safety
- psychological
manifest motives in a purchase situation
the linkage between behavior and motives that are known and freely admitted
latent motives in a purchase situation
the linkage between behavior and motives that either are unknown or are such that the consumer is reluctant to admit or reveal them
how to get a latent motives?
- projective techniques
- ladders/mean-ends/benefit chain
project technique
tells us reasons why “other people” would buy a brand
laddering/means-end/benefit chain
why of you take daily vitamin?
- fewer colds
why do you want to experience fewer colds?
- more efficient at work
- more energy
- looking better
involvement
a motivational state caused by consumer perceptions that a product, brand, or advertising is relevant or interesting
marketing strategy based on multiple motives
- involvement
- customer involvement
consumer involvement
increases attention, analytical processing, information search, and word of mouth
motivation theory and marketing strategy
- approach approach motivation conflict
- approach avoidance motivation conflict
- avoidance avoidance motivational conflict
approach-approach
a choice between two attractive alternative
approach-avoidance
a choice with both positive and negative consequences
avoidance-avoidance
a choice involving only undesirable outcomes
regulatory focus theory (RFT)
suggests that consumers will react differently depending on which broad set of motives is most salient
- promotion based
- prevention focused
promotion based
“growth development”
-consumers seek to gain positive outcomes, think more in abstract terms, make decisions based more on affect and emotion
prevention focused
“desire for safety and security”
- consumers seek to avoid negative outcomes, think in more concrete terms, make decisions based on factual substantive information
personality
an individuals characteristics response tendencies across similar situations
- while motivations are the energizing and directing force that makes consumer behavior purpose and goal directed, the personality of the consumer guides and directs the behavior chosen to accomplish goals in different situations
multi trait approach
- five factor model
five factor model
the most commonly use by marketers and identifies five basic traits that are formed by genetics and early learning
- openness
- conscientiousness
- extraversion
- agreeableness
- neuroticism
single trait approach
- consumer ethnocentrism
- need for cognition (NFC)
- consumers need for uniqueness
consumer ethnocentrism
- reflects an individual difference in consumers propensity to be biased against the purchase of foreign products
need for cognition (NFC)
- reflect can individual difference in consumers propensity to engage in and enjoy thinking
consumers need for uniqueness
- reflect an individual difference in consumers propensity to pursue differentness relative to other through the acquisition, utilization, and disposition of consumer goods
use of personality in marketing practice
- sometimes consumers choose products that fit their personality
- other times consumers use products to bolster an area of there personality where they are weak
brand image
what people think of an feel when they hear or see a brand name
brand personality
a set of human characteristics that become associated with a brand and are particular type of image that some brands require
- sincerity
- excitement
- competence
- ruggedness
- sophistication
communicating brand personality (3 tactics)
- celebrity endorsers
- user imagery
- executional factors
- tone (serious vs. quirk)
- appeal (fear vs. humor)
- media (luxury vs. everyday)
- logo (simple vs. complex)
emotion
are strong, uncontrollable feelings that affect behavior
- they are strongly related to needs, motivation and personality
- unmet needs generally create motivation which is related to the arousal component of emotion
- personality also play a role
nature if emotion
- pleasure
- arousal
- dominance
emotion and marketing strategy
- emotion arousal as a product benefit
- emotion reduction as a product benefit
- consumer coping in product and service encounters
- consumer emotional intelligence
- emotions in advertising
emotion arousal as a product benefit
consumers actively seek products whose primary or secondary benefit is emotion arousal
emotional reduction asa product benefit
marketers design or position many products to prevent or reduce the arousal of unpleasant emotions
consumer coping in product and service encounters
- active coping
- expressive support seeking
- avoidance
emotion in advertising
- enhance attention, attraction, and maintenance capabilities
- processed more thoroughly due to their enhanced level of arousal
- enhanced liking of the ad itself
- repeated exposure may increase brand preference through classical conditioning
attitudes
- how one feels about something
“an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment” - formed by what we talked in previous chapters (emotions, feelings, interpretation, etc.)
affective component
- feelings or emotional reactions to an object (donating blood is scary, I like fried chicken)
- can vary by individual and situation (coffee)
emotion dimensions
A - appeal
E - engagement
E - empowerment
cognitive component
- a consumer’s belief about an object
- can include emotional benefit but also objective features
- features vs. benefit: 46g of whole grains …
- Many positive beliefs -> van individual belief becomes more positive too!!
- multi attribute attitude model can quantify thisbea
behavioral component
- ones tendency to respond in a certain manner toward an object or activity
attitude components
- affective components
- cognitive component
- behavioral components
factors that may account for inconsistencies
- lack of need
- lack of ability
- failure to consider relative attitudes
- attitude ambivalence
- weakly held beliefs and affect
- failure to consider interpersonal influence
attitude change strategies
- change the cognitive component
- change the affective component
- change the behavioral component
change in cognitive component
- change beliefs
- shift importance
- add beliefs
- change ideal
change in affective component
- classical conditioning
- affect toward the ad or website
- mere exposure
change in behavioral component
- behavior may precede development of cognition or affect
- trial behavior frequent, especially for low-cost items
- common strategies coupons, free samples, price reductions
- challenges with trial behavior
individual and situational characteristics that influence attitude change
Core tenants of ELM (elaborate likelihood model)
- compared to attitudes formed under the central route tend to be:
- stronger
- more resistant to counter-persuasions attempts
- more accessible form memory and more
- predictive of behaviors
- peripheral cues
- central cues
- competitive situation
peripheral cues (PCs)
in fluency persuasion under low involvement but not high involvement
central cues (CCs)
influence persuasion under high involvement but not low involvement
CAVEAT - cue relevance
example: an attractive model (and her hair) may be decisions-relevant (peripheral cue) in an add for a car but decision relevant (central cues) in an ad for shampoo
- in this care, the attractive model would influence persuasion under high involvement for shampoo but not for cars
competitive situations
peripheral cues can influence persuasion under high involvement incompetent situations when:
- central cues comparable due to homogeneity across competing brands ( peripheral cues then become the tie breaker)
- attribute tradeoffs across central cue engenders decision difficulty which peripheral cues help to alleviate
consumer resistance to persuasion
- consumers are not passive to persuasion attempts
- consumers are often skeptical (an individual characteristics) and resist persuasion
- consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent
if avoidance is not successful:
- discredit the source
- discounting the importance of the issue
- containing the negative information
communication characteristics that influence attitudes formation and change
- source characteristics
- appeal characteristics
- message structure characteristics
source characteristics
represents the “who” message
- source credibility
- persuasion is easier when the target market views the message source highly credible
- celebrity sources
- can be affective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer
- effectiveness enhanced when marketers match:
- image of celebrity
- testimonial/use of the product
- actual or desired self-concept of the target market
appeal characteristics
represents the “how” the message is delivered
- fear appeals
- humor appeals
- comparative appeals
- value- expressive
- utilitarian appeal
value expressive
appeals attempt to build a personality for the product or create an image of the product user
- most effective for products designed to enhance self-image or provide other intangible benefits
utilitarian
appeals involve informing the consumers of one or more functional benefit s that are important to the target market
- most effective for functional products
message structure characteristics
represents the “how” the message is presented
- one-sided versus two sided message
- positive versus negative framing
- attribute framing
- message framing
- nonverbal components
attribute framing
-only a single attribute is the focus of the frame
- describing beef as either 80% fat free (positive) or 20% fat (negative)
message framing
stresses either positive aspect of performing an act or negative aspects for not performing the act
- yearly mammogram benefits vs risks
nonverbal components
- can influence attitudes, through affect, cognition, or both
- emotional ads can often primarily or exclusively on nonverbal content to drive emotional response
- pictures
- music
- surrealism
self-concept
the totality of the individuals thoughts and feeling having reference to himself or herself as an object
actual self-concept
who I am now
ideal self-concept
who I would like to be
private self-concept
how I am or would like to be to myself
social self-concept
how I am seen by others or how I would like to be seen by others
independent self-concept
tend to be:
- individualistic
- egocentric
- autonomous
- self-reliant
- self-contained
interdependent self-concept
tend to be:
- obedient
- sociocentric
- holistic
- connected
- relation oriented
possessions and extended self
extended self = self + possessions
- people tend to define themselves in part by their possessions
peak experience
an experience that surpasses the usual level of intensity, meaningfulness and richness and produces feelings of joy and self-fulfillment
mere ownership effect/ endowment effect
the tendency of an owner to evaluate an object more favorably that non owner
the relationship between self-concept and brand image
a consumer will purchase a product with a brand image that is similar to their self-concept to improve or maintain that image
self-concept and product positioning
- everyone’s self-concept is unique, however there also is some significant overlap across individuals and groups
- self-concepts are maintained not only by what is purchased but also by what is avoided
self-image congruity
are influenced by:
- product factors
- situational factors
- individual factors
lifestyle
basically how a person lives. it is how one enacts his or her self-concept
- influences all aspects of one’s consumption behavior
- is determined by the person’s past experiences, innate characteristics, and current situations
measuring lifestyle
known as psychographics
- attitudes
- values
- activities and interests
- demographics
- media patterns
- usage rates
