From Test #1 Flashcards
Define consumer behavior. What influences it?
Consumer behavior: acquiring, consuming, and disposing of goods, services, time, and ideas.
Influenced by: social media, friends, family, WOM, advertisements
3 components of consumption
Acquisition: how does it actually get into your hands.
Consumption (Usage): using it
Disposition: getting rid of it
Definition of Consumer Motivation.
Needs, wants, drives, and desires of individual that will lead to a final purchase.
Personal relevance and how does self-concept apply?
Personal Relevance: How relevant is it to you? Does it stir something in you? Does it MATTER?
Self concept: Who you see yourself to be. The mental view you have of you.
For example if you see yourself as giving you will buy Tom’s shoes because they give back EVEN if you aren’t a giving person.
3 Needs we discussed in class/examples.
Functional: solves some basic need
Symbolic: stands for something more. The bells and whistles to a functional need
Hedonic: all about pleasure/fun
Credit card example:
functional: credit card plain
symbolic: platinum card
Hedonic: Disney perks/rewards card
3 Conflicts related to needs.
Approach avoidance: working out. You know it is good for you, everyone says you should be doing it, you hate it. You should probably do it.
Approach approach: Like going to a baseball/football game. Either way you are THERE whether you watch the game or not.
Avoidance avoidance: like choosing between the auto body shop and the dentist. You don’t win either way.
Define prototypical brand.
The brand that is the BEST that you think of that brand when a category comes to mind.
Best search engine?: Google
Best online shopping: Amazon
3 Components of Cognitive Response Model
1-Counter Arguments: do you disagree with the ad?
2-Support Arguments: Do you agree with the ad?
3-Source Derogation: What do you think of the source of the message? Your feelings about the person who is doing the talking/giving the information?
Define one-sided, two-sided, and comparative messages.
One-sided: Only gives positive information.
Two-sided: Gives positive and negative information.
Comparative: Makes direct comparisons with competitors.
Define thin-sliced judgements.
Evaluations made off of brief observations.
Example: Taking a test and going with your gut feelings. Basing how the class will be this semester because of the first 10 minutes of class with teacher.
Describe “wear-in” and “wear-out”
Wear-in: It is a trend, you love it.
Wear-out: You are so bored, you hate it.
