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Consumer Behavior > Final > Flashcards

Final Flashcards

1
Q

Complaining Behavior

A

Occurs when a consumer actively seeks out someone to share an opinion with regarding a negative consumption event.

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2
Q

Complaining Customers

A

May seem annoying, but can reveal weaknesses in the service offering

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3
Q

Features of a Complainer (4)

A
  • More likely to return
  • More likely to become a satisfied customer
  • Tells others when the company responds poorly
  • Valuable source of information
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4
Q

Features of a Non-Complainer (3)

A
  • Unlikely to return
  • May tell others about the experience
  • May become a valuable customer if company responds positively, despite lack of complaint
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5
Q

6 ways to handle service complaints effectively

A
  • Thank the guest for providing information
  • Ask questions
  • Apologize sincerely
  • Show empathy
  • Explain the resulting corrective action
  • Follow up with the customer after the corrective action
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6
Q

Negative Word-Of-Mouth (WOM)

A

Takes place when consumers pass on negative information about a company from one to another

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7
Q

Positive Word-Of-Mouth (WOM)

A

Occurs when consumers spread information from one to another about positive consumption experiences with companies

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8
Q

4 ways to handle negative publicity

A
  • Do nothing
  • Deny responsibility
  • Take responsibility
  • Release information
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9
Q

Switching Behavior

A

Refers to the times when a consumer chooses a competing choice, rather than the previously purchased choice, on the next purchase occasion.

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10
Q

3 types of switching costs

A
  • Procedural
  • Financial
  • Relational
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11
Q

Customer Share

A

The portion of resources allocated to one brand from among the set of competing brands

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12
Q

Customer Inertia

A

Situation in which a consumer tends to continue a pattern of behavior until some stronger force motivates him or her to change.

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13
Q

Customer Commitment

A

A strong feeling of attachment, dedication, and sense of identification with a brand.

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14
Q

Antiloyal Consumers

A

Those who will do everything possible to avoid doing business with a particular marketer.

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15
Q

True Loyalty

A

Involves both a continuing series of interactions and feelings of attachment between the customer and the firm

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16
Q

Relationship quality

A

Represents the degree of connectedness between a consumer and a retailer.

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17
Q

6 Characteristics of Relationship Quality

A
  • Competence
  • Communication
  • Trust
  • Equity
  • Personalization
  • Customer oriented
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18
Q

Competence

A

Consumer views company and service providers as knowledgeable and capable

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19
Q

Communication

A

Consumer and firm understand each other and ‘speak the same language’

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20
Q

Trust

A

Buyer and seller can depend on each other

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21
Q

Equity

A

Both buyer and seller see equity in exchange and are able to equitably resolve conflicts

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22
Q

Personalization

A

Buyer treats the customer as an individual with unique desires and requirements

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23
Q

Customer oriented

A

Strong relationships are more likely to develop when a firm practices a marketing orientation, and this filters down to a service providers and salespeople

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24
Q

Consumption

A

The process that converts time and goods, services, or ideas into value

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25
Q

Durable goods

A

Consumed over long periods of time

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26
Q

Nondurable Goods

A

Consumed quickly

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27
Q

Meaning Transference

A

Process through which cultural meaning is transferred to a product and onto the consumer.

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28
Q

Satisfaction

A

A mild, positive emotional state resulting from a favorable appraisal of a consumption outcome.

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29
Q

Dissatisfaction

A

A mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome.

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30
Q

Consumer satisfaction (3)

A
  • A postconsumption phenomenon
  • Results from a cognitive appraisal
  • A relatively mild emotion that does not create strong behavioral reactions
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31
Q

5 other postconsumption reactions

A
  • Delight
  • Disgust
  • Surprise
  • Exhilaration
  • Anger
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32
Q

3 Theories of postconsumption reactions

A
  • Expectancy/disconfirmation
  • Equity theory
  • Attribution theory
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33
Q

2 components of consumer expectations

A
  • The probability that something will occur

- An evaluation of that potential occurrence

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34
Q

4 types of expectations

A
  • Predictive
  • Normative
  • Ideal
  • Equitable
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35
Q

6 sources of expectations

A
  • Word-Of-Mouth
  • Advertisements
  • Confirmatory Bias
  • Experience
  • Personal Factors
  • Service Quality
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36
Q

Equity Theory

A

Proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange.

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37
Q

Attribution Theory

A

Focuses on explaining why a certain event occurred

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38
Q

3 elements to Attribution theory

A
  • Locus
  • Control
  • Stability
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39
Q

Locus

A

Judgments of who is responsible for an event

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40
Q

Control

A

the extent to which an outcome was controllable or not

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41
Q

Stability

A

the likelihood that an event will occur again

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42
Q

Cognitive Dissonance

A

AKA buyer’s regret: Lingering doubts about a decision that has already been made

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43
Q

4 conditions of cognitive dissonance

A
  • Consuemr is aware that there are many attractive alternatives
  • Decision is difficult to reverse
  • Decision is important and involves risk
  • Consumer has low self-confidence
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44
Q

5 cognitive reducing strategies

A
  • Return the product if possible
  • Complain about the experience
  • Seek positive information about an alternative selected
  • Seek negative information about alternatives not selected
  • Minimize the perceived importance of the decision.
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45
Q

3 Satisfaction/Dissatisfaction Measures

A
  • Direct global measure
  • Attribute specific
  • Disconfirmation
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46
Q

Left skewed

A

the bulk of consumers indicate being satisfied or completely satisfied

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47
Q

How to solve the left skew

A

give more choices to respond to

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48
Q

Consumer refuse

A

Any packaging that is no longer necessary for consumption to take place or, in some cases, the actual good that is no longer providing value to the consumer.

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49
Q

6 ways to dispose of refuse

A
  • trashing
  • converting
  • donating
  • recycling
  • trading
  • reselling
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50
Q

Evaluative Criteria

A

The attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem.

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51
Q

Feature

A

The physical component

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52
Q

Benefit

A

The result of the feature

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53
Q

Value Equation

A

Value = Benfits - Costs

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54
Q

Determinant Criteria

A

The evaluative criteria that are related to the actual choice that is made.

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55
Q

Hedonic Criteria

A

emotional, symbolic, and subjective attributes or benefits that are associated with an alternative.

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56
Q

Utilitarian Criteria

A

Functional or economic aspects associated with an alternative

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57
Q

Bounded Rationality

A

perfectly rational decisions are not always feasible due to constraints found in information processing.

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58
Q

Affect-based evaluation

A

Evaluate products based on the overall feeling that is evoked by the alternative.

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59
Q

Attribute-based evaluation

A

Evaluate alternatives across a set of attributes that are considered relevant to the purchase situation.

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60
Q

Product Categories

A

Mental representations of stored knowledge about groups of products.

61
Q

2 Category Levels

A
  • Superordinate

- Subordinate

62
Q

2 types of attributes

A
  • Perceptual attributes

- Underlying attributes

63
Q

6 factors determining evaluative criteria used

A
  • Situational influences
  • Product knowledge
  • Social influences
  • Expert opinions
  • Online sources
  • Marketing communications
64
Q

Consumer judgtement

A

Mental assessments of the presence of attributes and the benefits associated with those attributes.

65
Q

Consumers make judgments about: (5)

A
  • Presence of features
  • Feature levels
  • Benefits associated with features
  • Value associated with the benefit
  • How objects differ from each other
66
Q

4 other issues affecting consumer judgments

A
  • Just Noticeable Difference
  • Attribute Correlation
  • Quality Perceptions
  • Brand Name Associations
67
Q

Compensatory Rules

A

Allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute.

68
Q

Noncompensatory Rules

A

Strict guidelines are set prior to selection, and any option that does not meet the specifications is eliminated from consideration.

69
Q

Involvement

A

The degree of personal relevance that a consumer finds in pursuing value from a given act.

70
Q

5 Types of risk

A
  • Financial
  • Social
  • Performance
  • Physical
  • Time
71
Q

Need Recognition

A

Consumer perceives a difference between actual and desired state

72
Q

4 types of search behavior

A
  • Ongoing
  • Internal
  • Prepurchase
  • External
73
Q

External Search

A

Includes the gathering of information from external sournces

74
Q

4 factors considered in external search

A
  • Ease of obtaining information from the source
  • Objectivity of the source
  • Trustworthiness of the source
  • How timely the information can be obtained
75
Q

Evaluative Criteria

A

The individual attributes or elements of a product or decision that are used by consumers in making a decision.

76
Q

Two evaluative criteria used across almost all consumer decision

A
  • Price

- Quality

77
Q

External Search and The Internet (3)

A
  • Lowers search costs
  • Provides hedonic value
  • Information control
78
Q

Situational Influences

A

Contextual effects independent of enduring consumer, brand, or product characteristics.

79
Q

Advertiming

A

Ad Buys that include a schedule that runs the advertisement primarily at times when customers will be most receptive to the message

80
Q

Shopping

A

The set of value producing consumer activities that directly increase the likelihood that something will be purchased.

81
Q

4 types of shopping activities

A
  • Acquisitional
  • Epistemic
  • Experiential
  • Impulsive
82
Q

Personal Shopping Value (PSV)

A

the overall subjective worth of a shopping activity considering all associated costs and benefits.

83
Q

2 types of personal shopping value

A
  • Utilitarian

- Hedonic

84
Q

Impulsivity

A

represents how sensitive a consumer is to immediate rewards.

85
Q

Consumer self-regulation

A

a tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions.

86
Q

Action-oriented

A

high capacity to self-regulate.

87
Q

State-oriented

A

low capacity to self-regulate.

88
Q

Atmospherics

A

the emotional nature of an environment or more precisely, the feelings created by the total aura of physical attributes that comprise the physical environment.

89
Q

Servicescape

A

the physical environment in which consumer services are performed.

90
Q

Two factors that help create a competitive advantage

A
  • Fit

- Congruity

91
Q

Fit

A

appropriateness of the elements for the given environment.

92
Q

Congruity

A

consistency of the elements with one another.

93
Q

4 Atmospheric Elements

A
  • Odors
  • Music
  • Color
  • Social Settings
94
Q

Marketing Ethics

A

Consists of societal and professional standards of right and fair practices that are expected of marketing managers as they develop and implement marketing strategies.

95
Q

Consumerism

A

A term used to describe the activities of various groups to protect basic consumer rights.

96
Q

Consumer Bill of Rights 1962 (4)

A
  • The right to safety
  • The right to be informed
  • The right to redress and to be heard
  • The right to choice
97
Q

4 types of product categories

A
  • Deficient Products
  • Salutary Products
  • Pleasing Products
  • Desirable Products
98
Q

Deficient Products

A

Products with little or no potential to create value of any kind.

99
Q

Salutary Products

A

Products that are good for both consumers and society in the long run and offer high utilitarian but little hedonic value.

100
Q

Pleasing Products

A

Products that provide hedonic value but may be harmful in the long run.

101
Q

Desirable Products

A

Products that deliver high utilitarian and hedonic value and also benefit both consumers and society in the long run.

102
Q

Corporate Social Responsibility

A

An organization’s activities and status related to its societal obligations

103
Q

Societal Marketing Concept

A

Considers not only the wants and needs of individual consumers, but also the needs of society.

104
Q

Deceptive Advertising (2)

A
  • Contains or omits information that is important in influencing a consumer’s buying behavior.
  • Is likely to mislead consumers who are acting “reasonably.”
105
Q

Pollution (4)

A
  • Marketers are often criticized for harming the environment.
  • Consumption leads to waste and pollution.
  • Environmental issues are complicated.
  • Environmental Protection Agency plays a key role
106
Q

Planned Obsolescence

A

The practice of managing and intentionally setting discontinue dates for products.

107
Q

Cash Advance Loans (3)

A
  • Also known as “payday loans.”
  • Fees associated with the service usually amount to an extremely high interest rate.
  • Truth-in-lending laws require disclosure, but many consumers don’t consider these costs.
108
Q

4 Manipulative Sales Tactics

A
  • Foot-in-the-door technique
  • Door-in-the-face technique
  • Even-a-penny-will-help technique
  • “I’m working for you!” technique
109
Q

Stealth Marketing

A

Consumers are completely unaware that they are being marketed to.

110
Q

Strict Liability

A

Consumers can win a legal action against a firm if they can demonstrate in court that an injury occurred and that the product associated with the injury was faulty in some way.

111
Q

Antecedent Conditions

A

Situational characteristics that a consumer brings to information processing

112
Q

Crowding

A

Density of people and objects within a given space

113
Q

Functional Quality

A

Retail positioning that emphasizes the tangible things like a wide selection of goods, low prices, guarantees, and knowledgeable employees

114
Q

Retail Personality

A

Way a retail store is defined in the mind of a shopper based on the combination of functional and affective qualities

115
Q

Seasonality

A

Regularly occuring conditions that vary with the time of year

116
Q

Servicescape

A

Physical environment in which consumer services are performed

117
Q

Awareness Set

A

Set of alternatives of which a consumer is aware

118
Q

Inept Set

A

Alternatives in the awareness set that are deemed to be unacceptable for further consideration

119
Q

Inert set

A

Alternatives in the awareness set about which consumers are indifferent or do not hold strong feelings

120
Q

Consideration Set

A

Alternatives that are considered acceptable for further consideration in decision making

121
Q

Universal Set

A

Total collection of all possible solutions to a consumer problem

122
Q

Information Overload

A

Situation in which consumers are presented with so much information that they cannot assimilate the variety of information presented

123
Q

Satisficing

A

Practice of using decision-making shortcuts to arrive at satisfactory, rather than optimal, decisions

124
Q

Attribute correlation

A

perceived relationship between product features

125
Q

Conjuctive Rule

A

Noncompensatory decision rule where the option selected must surpass a minimum cutoff across all relevant attributes

126
Q

Lexicographic Rule

A

Noncompensatory decision rule where the option selected is thought to perform best on the most important attribute

127
Q

Perceptual Attributes

A

Attributes that are visually apparent and easily recognizable

128
Q

Product categories

A

Mental representations of stored knowledge about groups of products

129
Q

Signal

A

Attribute that consumer uses to infer something about another attribute

130
Q

Underlying Attributes

A

Attributes that are not readily apparent and can be learned only through experience or contact with the product

131
Q

Confirmatory Bias

A

Tendency for expectations to guide performance perceptions

132
Q

Consumption Frequency

A

Number of times a product or service is consumed in a given period of time

133
Q

Meaning Transference

A

Process through which cultural meaning is transferred to a product and onto the consumer

134
Q

Self-Perception Theory

A

Theory that states that consumers are motivated to act in accordance with their attributes and behaviors

135
Q

Service Quality

A

Overall goodness or badness of a service experience, often measured by SERVQUAL

136
Q

SERVQUAL

A

Way of measuring service quality that captures consumers disconfirmation of service expectations

137
Q

Competitive Intensity

A

Number of firms competing for business within a specific category

138
Q

Loyalty Card/Program

A

Device that keeps track of the amount of purchasing a consumer has had with a given marketer

139
Q

Share of wallet

A

Customer share

140
Q

Compensatory Damages

A

Damages that are intended to cover costs incurred by a consumer due to an injury

141
Q

Punitive Damages

A

Damages that are sought to punish a company for behavior associated with an injury

142
Q

Sales Orientation

A

Practice of using sales techniques that are aimed at satisfying the salesperson’s own needs and motivates for short-term sales success

143
Q

Customer Orientation

A

Way of doing business in which the actions and decision making of the institution prioritize consumer value and satisfaction above all other concerns

144
Q

Morals

A

Personal standards and beliefs used to guide individual action

145
Q

Negligence

A

Situation whereby an injured consumer attempts to show that a firm could forsee a potential injury might occur and then decided not to act on that knowledge

146
Q

Products liability

A

Extent to which businesses are held responsible for product-related injuries

147
Q

Puffery

A

Practice of making exaggerated claims about a product and its superiority

148
Q

Bonus: What show does she keep talking about?

A

Hoarders

Consumer Behavior (3 decks)

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