Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Consumer behavior > final exam cb > Flashcards

final exam cb Flashcards

1
Q

high involvement vs low involvement

A

research of information (big purchase) vs everyday purchase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

avoidance-avoidance

A

choose between two undesirable outcomes
easier/fastest

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

approach-approach

A

choose between two desirable outcomes
promotion/differentiation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

approach-avoidance

A

choose between desirable and undesirable outcomes
low-fat/social benefits

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Murray’s theory of psychologie
5 needs

A
  • ambition needs
  • materialistic needs
  • power needs
  • affiliation needs
  • information needs
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Maslow’s hierarchy of needs
5 stages pyramide

A
  • self-actualization
  • esteem needs
  • belongingness/love needs
  • safety needs
  • physiological needs
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

need vs want and company’s goal

A

need = hunger
want = pizza
persuade the consumers that their offerings would satisfay the need and become a want

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

3 types of needs

A
  • utilitarian
  • hedonic (involves emotional response)
  • more generic
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

buying motives 3

A
  • instinctive buying motives
  • emotional buying motives
  • rational buying motive
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

def mood

A

temporary + or - state accompanied by moderate levels or events

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

def emotions

A

intense and discrete states that happen bcz of specific event

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

good mood involves 4 behviors

A
  • prefer hedonic products
  • make impulsive and unplanned purchases
  • share + product epxrience
  • forgiveness
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

def discrete emotions
and name 5

A

def: increase consumer’s tendency to behave in specific way
- happiness
- guilt
- fear
- disgust
- embarassment

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

self-concept

A

all the elements that one would use to describe who they are
real vs ideal
Brands and products allow consumers to express their self-concept

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

self-esteem

A

the extent to which some has a + or - attitude toward their real self

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

the degree to which ne care about how other view one’s self

A

self-consciousness

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Trait Theories of Personality Def

A

Consumers who score high (vs. low) on openness are more likely to try and adopt innovative products.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Brand personality examples

A
  • Sincerity (Toms)
  • Excitement (Redbull)
  • Competence (Tide)
  • Sophistication (Chanel)
  • Ruggedness (Harley Davidson)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Lifestyle
IAO?

A
  • interest
  • activities
  • opinions
    use to position a brand
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Attitudes

A

Def: help people pursue their goals, and proposed four functions of attitude

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

four functions of attitude

A
  • Utilitarian function: to help people maximize utility
  • Knowledge function: gain greater understanding of the structure of their world
  • Value-expressive function: have their voice heard, express their self-concept, and remain consistent with their values.
  • Ego-defensive function: promote protecting self-esteem
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

The ABC model
def and 3 components

A

definesthe attitude about a product
- affect (feels about)
- behavior (intentions about)
- cognition (cognition about)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Cognitive dissonance def

A

tension when conflict between behave and beliefs

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

balance theory main implication

A

Main implication of the theory = celebrity endorsement

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

3 main strategies to reduce dissonance

A
  • stop behavior
  • change the belief
  • introduce new information that is consistent with the behavior
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

Def the Multi-Attribute Attitude Model

A

consumer form an attitude towards a concept based on attributes they consider important

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

attitude score def

A

sum of rating of each attribute adjusted based on important weight

28
Q

attitude + = actual behavior?
3 why not

A

not always
- true for high/low involvement
- false when situation factors, normative influence, individual differences

29
Q

Six principles of persuasion

A
  • reciprocity
  • scarcity
  • consensus
  • consistency
  • liking
  • authority
30
Q

strategy of reciprocity (principle of persuasion)

A

samples, free trials

31
Q

strategy of scarcity (principle of persuasion)

A

limited edition, limited promotion

32
Q

strategy of consensus (principle of persuasion)

A

other gave to charity= more likely to give

33
Q

strategy of liking (principle of persuasion)

A

salesman who starts by asking personal question to show similarities

34
Q

strategy of authority (principle of persuasion)

A

use doctor for a medication add

35
Q

Persuasion knowledge model def

A

Use knowledge to deal with persuasive attempts

36
Q

Consumer decision making process
5 stages

A
  1. need recognition
  2. information search
  3. evaluation of alternatives
  4. purchase
  5. post- purchase evaluation
37
Q

consumer decision-making: information search
internal vs external

A
  • Internal: use your memory/knowledge
  • External: use friends/internet
38
Q

Purchase strategies 2

A
  • Heuristics: mental shortcuts
  • Category leader: buy the most popular
39
Q

post purchase evaluation 2

A
  • performance vs expectation = satisfaction
  • cognitive dissonance
40
Q

What influences the way consumers make a purchase decision 4

A
  • Level of involvement
  • Risk associated with the purchase (performance risk, social risk)
  • Product type (hedonic vs utilitarian)
  • Situation factors (time, mood)
41
Q

sensory stimuli 5

A
  • sound
  • taste
  • sight
  • smell
  • texture
42
Q

sensory receptors 5

A
  • eyes
  • ears
  • skin
  • nose
  • mouth
43
Q

perception process 2 steps

A
  1. Sensation
  2. Exposure/attention/interpretation
44
Q

Exposure
absolute thresholds vs differential thresholds

A

absolute: below Just Noticeable Difference
differential: above
(when changing packaging)

45
Q

Attention
4 personal factors

A

Perceptual, paying attention to:
1. Filters (dont mind about filtered info)
2. Vigilance (info relevent to pressing need)
3. defense: dont care about what we dont want to know
4. adaptation (overexposure)

46
Q

Stimulus factors
4

A
  • size (larger attract more)
  • color
  • position/placement
  • novelty
47
Q

Social influence = 3 reference group

A
  • membership RG
  • aspirational RG
  • dissociative RG
48
Q

Def Membership RG

A

Have significant relevance upon others who belong in the same group as consumer does (parents, friends, classmates)

49
Q

Def Aspirational RG

A

Have significant relevance upon idealized figures (athletes, influencers, artists)

50
Q

Def Dissociative RG

A

ones that consumers avoid being associated with (FB for teens)

51
Q

3 types of reference group influence

A
  • informative : RG act as a source of information
  • normative: RG help define basic code of conduct
  • comparative: RG act as a benchmark for comparison
52
Q

Factors that vary accross cultures 4

A
  • values
  • norms
  • rituals
  • language and symbols
53
Q

Values - 6 dimensions of Hofstede’s Cultural Dimensions Model

A
  • power distance belief
  • individualism/collectivism
  • uncertainty avoidance
  • femininity / masculinity
  • long-term orientation
  • indulgence
54
Q

Def Standardization

A

using the same marketing strategy around the world
Apple

55
Q

Def Localization

A

customizing marketing activities in each country / culture Mcdo

56
Q

Name the analysis that allows brands to examine the degree to which culture are different or similar in the they react to, interest,

A

Cross-cultural analysis

57
Q

Subculture 3

A

-age
-regions
-ethnicity

58
Q

Def microculture

A

small groups based on similar lifestyle/interest

59
Q

Most powerful communication methods

A

Word-of-mouth

60
Q

Factors that motivate WOM 5

A
  • impression management
  • emotion regulation
  • social bonding
  • informing other
  • persuading others
61
Q

Benefits of influencers 5

A
  • opinion leaders
  • high credibility
  • budget-friendly
  • efficient access to niche segments
  • builds online community
62
Q

two routes of information - Likelihood model

A
  • Central Route
  • Peripheral route
63
Q

Peripheral route process

A
  • low-involvement processing
  • belief change
  • behavior change
  • attitude change
64
Q

Central route

A
  • High involvement processing
  • cognitive responses
  • belief and attitude change
  • behavior change
65
Q

Def touchpoints

A

any interactions between the consumers and the brand

66
Q
A

Consumer behavior (1 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions