FINAL CB Flashcards
1
Q
what is motivation?
A
processes that cause people to behave as they do.
2
Q
what are the motivations to buy a silent (vs loud) luxury product?
A
- quality product without attracting attention
- being dissociated from people who buy loud luxury products
- trends
3
Q
what are the motivations to buy a flamboyant (vs classical) of luxury product?
A
- showing expertise in fashion
- being unique
- signalling wealth
4
Q
how is the motivation process constructed?
A
- when a need is aroused (gap between present and ideal state)
- gap creates a tension and customers become motivated to reduce or eliminate tension
5
Q
what are the types of needs?
A
- utilitarian:
- functional / practical
- to solve a problem - hedonic:
- related to pleasure / emotional well-being
6
Q
what is the difference between wants and needs?
A
needs:
- generic state experienced by consumers hunger, thirst
wants:
- the chosen way to satisfy the needs
- shaped by personality/ cultural background/environment
7
Q
what is the Maslow’s hierarchy of needs?
A
- self-actualization:
- achieve full potential
- creative ideas - esteem needs:
- prestige / feeling of accomplishment - belongingness and love needs:
- intimate relationships, friends - Safety needs:
- security, safety - physiological needs:
- food, water, warmth
8
Q
what is murray’s theory on psychogenic needs?
A
- ambition needs (achievment, exhibition)
- Materialistic needs (acquisitions, be organized)
- Power needs (dominance, autonomy, harm avoidance, need to agree with others)
- Affiliation and information needs (analysis:need to seek knowledge and understand things)
9
Q
what are the 3 categories of consumers’ buying motives by Copeland?
A
- instinctive buying motives:
- desire to manifest tastes
- display leadership in personal appearance
- eating good tasting food - emotional buying motives:
- driven by feelings, desires
- pride of personal appearance - rational buying motives:
- based on logical reasoning and practical benefits
- durability
- quality
- economy of money
10
Q
what are antecedents of motivational strength?
A
- degree of tension
- positive incentives (reward)
- importance and urgency
- availability
11
Q
what are the 3 motivational conflicts?
A
- Approach-Approach conflict:
- when consumer must choose between two desirable outcomes
* going to Paris or London - Approach-Avoidance conflict:
- desirable outcome comes with an undesirable outcome
* going to mcdeez but getting fat - avoidance-avoidance conflict:
- consumer must choose between two undesirable outcomes
*studying or cleaning appartment
12
Q
what are some managerial implications of motivational conflicts?
A
- Approach-Approach:
- highlight superiority
- loyalty rewards - Approach-Avoidance;
- diminished negative outcome (low fat alternative)
- donating portion of sales to charity - Avoidance-Avoidance:
- make outcome less undesirable
- make undesirable tasks easier
13
Q
what is consumer involvement?
A
- how consumer pays attention to information, stimuli or task
14
Q
what are the 3 factors that influence involvement?
A
- individual difference:
- how important a need is
- values - stimuli factors:
- information source + content - situational factors:
- consumption context and risk associated with stimuli
15
Q
what are strategies to increase involvement of consumers?
A
- novel and prominent stimuli
- celebrity endorsers
- consumer-generated content
- mass customization
16
Q
What are the 2 things that Affect consumption decisions?
A
- moods:
- long-lasting
- temporary positive or negative states
- not as intense as emotions - emotions
- intense and discrete related to triggering events
- only last minutes
17
Q
what is self-concept?
A
it is how one would describe who they are
18
Q
what is the link between consumer behaviour and self-concept?
A
- consumers prefer brands that represent their real self
19
Q
what is symbolic self-completion?
A
consumers acquiring or display symbols associated with their ideal-self
20
Q
what is compensatory consumption?
A
consumer buying something to compensate with disappointment or lack in an aspect of their lives
21
Q
what is trait theories of personality?
A
quantitative measure of traits like:
- openness
- conscientiousness
- neuroticism
- extraversion
22
Q
what are 2 strategies to shape brand personality?
A
- association with individuals
- anthropomorphism(human figures)
22
Q
what shapes someone’s lifestyle?
A
interest, activities and opinion (IAO)
22
Q
what are 3 things that affect consumption?
A
personality, lifestyle, value
23
what is an attitude?
general evaluation of a concept
24
what are the functions of attitudes?
1. utilitarian function:
- attain rewards and avoid punishment
2. knowledge function:
- understand the environment
3. value-expressive function:
- communicate identity
4. ego-defensive function:
- protect self-esteem by helping then justify their behaviours
25
what is the ABC model of attitude?
- Affect: feeling about concept
- Behaviour:intentions one has towards concept
- Cognition: what a person thinks about project
26
what is cognitive dissonance?
when person doesn't align her behaviour with desires
27
what is the balance theory?
when you have positive relation towards 2 things but one of them has negative attitude towards the other
- think about weed and emily example
28
multi-attribute attitude model?
consumers form attitudes based on attributes they find important
29
what are situational factors, normative influence and individual factors?
1. situational factors:
- availability, not able to afford
2. normative influence:
- peer
3. individual factors:
- high need for consistency (stay with one brand)
30
what are the 6 principles of persuasion?
1. reciprocity: receive something first
2. scarcity: more valuable when rare
3. consensus: by looking at others
4. consistency: with previous opinions or actions
5. liking: influenced by those they like
6. authority:influenced by those they see as legitimate authorities
31
what is the persuasion knowledge model (PKM)?
develop knowledge about persuasion and use it to deal with persuasive tactics.
*learn about marketing tactics and see through other marketing attempts
32
what is the consumer decision making?
1. need for recognition
2. information search
3. evaluation of alternative
4. purchase
5. post purchase evaluation
33
what are the decision-making rules?
1. compensatory decision-making rule:
- simple/weighted
2. non-compensatory decision-making rule:
- lexicographic rule (item with highest rating on most important attribute)
- elimination-by-aspect rule (most important attribute below cut-off point)
- conjunctive rule (cut-off point of all attributes)
34
what are sensory stimuli?
1. sight (eyes)
2. sounds (ears) (ambient sound)
3. smells (nose) (evoke memories, influence mood) (Scent based memory)
4. tastes (mouth) (influenced by brand name, or product information)
5. touch/texture (skin) (can be positive or negative)
35
what is the perceptual process?
exposure --> attention --> interpretation
36
what is an absolute threshold?
min amount of stimuli that can be detected
37
what is a differential threshold?
ability to see changes between or within stimuli
38
to what do we pay attention?
1. personal factors:
- perceptual filter (not listening to a certain source)
- perceptual vigilance (paying attention to information for a pressing need)
- perceptual defense (not paying attention to information yu don't want to know, ex. makes you cry)
2. stimulus factors:
- size (large stimuli = more attraction)
- color (some attracts more attention)
- position (position in assortment has impact)
- novelty (novel stimuli attracts more attention
39
what is interpretation?
meanings people assign to stimuli
40
what is social influence?
how society and social construct may influence you purchasing behaviour
41
wha are reference groups?
individual or group having impact on someone's opinions, attitudes or behaviour
*friends, parents, aspired athlete, celebrities
42
what are the 3 type of RG?
1. membership RG:
- people who belong to a group
- ex. students from certain College, fans of the same band, classmates, colleagues
2. aspirational RG:
- idealized, aspired figure
- athletes, influencers, actors, politician
3. Dissociative RG:
- ones that customers avoid be associated to
- opposed political ideology (MAGA)
- celebrity you hate
43
how are dissociative RG more interesting?
- people distance themselves from products when associated with dissociative RG based on trends
- dissociative RG can be useful for motivation behaviour
= more inclined to purchase or commit an act if they know it is against a dissociative RG
- ex. donate to charity because another university you hate donated and you want to give more than them
43
what are the types of RG influence?
1. informative:
- RG act as source of information about products
2. Normative:
- RG define code of conduct
3. comparative:
- RG act as benchmark for comparison
- ex. assess how often or how well people do things and readjust based on it
44
what is conformity?
change in beliefs to respect a group's behaviour
45
why do we conform?
1. fear of deviance
2. group commitment
3. environmental cues (group size / expertise)
4. individual difference / cultural pressure (collectivist cultures)
46
what is culture?
shared values, norms, rituals among members of a society
47
what are 4 factors that vary across culture?
1. values
2. norms
3. rituals
4. language and symbols
48
what are the 6 values of the Hofstede's Cultural
Dimensions Model?
1. power-distance belief
2. individualism / collectivism
3. uncertainty avoidance
4. feminity / masculinity
5. long-term orientation
6. indulgence / restraint
49
what is power-distance believe?
how accepted is the unequal distribution of power in society
**high = tolerated
50
what is individualism / collectivism?
how society prioritize individual or group interests
51
what is uncertainty avoidance
how a society tolerate uncertainty or ambiguity
52
what is feminity / masculinity?
what is a male or female traits in a society
53
what is long-term orientation?
how a society either focuses on gains in the sort or long-term
54
what is indulgence / restraint?
how a society glorifies basic human desires (having fun / enjoying life)
55
what are norms?
rules dictating right or wrong
* important for companies to take into consideration
56
what are rituals?
activities occuring in fixed sequence and repeated periodically
57
how are rituals important for companies?
1. rituals often involve consumption of goods, which companies could supply
2. companies can build rituals (rituals of consumption, twist, lick and dip oreos in milk)
58
how can language and symbols affect consumer behaviour?
how people read advertisement and what words mean in other languages
59
what is standardization / localization?
1. standardization:
- when you adopt same marketing strategy everywhere
2. localization:
- when you adapt marketing strategy to the location you are exploiting
60
what are subcultures? give examples
*members who share values within a culture
ex. generations, regions, ethnicity
61
what are microcultures?
small groups that love the same thing.
ex. Fans of Star Wars
62
what are word-of-mouth (WOM) communications?
information transmitted from an individual to another
63
what are the factors that influence WOM spreading?
1. impression management (be perceived positively)
2. emotion regulation (express negative emotions)
3. social bonding (reinforcing shared values)
4. informing others (help other consumers make better decisions)
5. persuading others (get along with their preferences)
64
are people more affected positively or negatively by the WOM?
negatively
65
what is influencer marketing?
*famous social media figure
(+) high credibility, budget-friendly, efficient access to niche segment
(-) may be fake followers, may be only to get paid
66
what is the elaboration likelihood model?
model explaining how consumers process persuasive messages and make decisions
67
what are the steps of the elaboration likelihood model?
central route:
1. high-involvement processing
2. cognitive responses
3. belief and attitude change
4. behaviour change
peripherical route:
1. low-involvement processing
2. belief change
3. behaviour change
4. attitude change
68
what is a touchpoint?
interaction point between customer and brand
