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Social Media > L9: Consumer need and desires > Flashcards

L9: Consumer need and desires Flashcards

1
Q

What is consumer behavior?

A

“The study of (1) individuals, groups, or organizations and the processes they use to select, secure, use, or dispose of products, services, experiences, or ideas to satisfy needs and (2) the impacts that these processes have on the consumer and society.”
(Hawkins & Mothersbaugh, 2010, p. 6)

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2
Q

Is consumer necessarily a customer?

A

No

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3
Q

Why is it important to understand consumer behavior?

A

· Every day, thousands of firms spend millions of $$$ to influence you (and everyone around you)
o Through direct and indirect influence attempts

o Social media marketing has transformed the way businesses can influence consumer behavior

It is important as consumers understand such strategies and tactics
o In order to create awareness and empower consumers

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4
Q

Self-Concept and Lifestyle Model

A

A conceptual model

Cannot predict behavior

But reflects the general nature of consumer behavior

Self-concept and lifestyle produce needs and desires
· Many of which require consumption decisions to satisfy

Encountering relevant situations can trigger the consumer decision process

Experiences and acquisitions produced influence self-concept and lifestyle through external and internal influences

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5
Q

Self-Concept and Lifestyle Model: Individual’s develop self-concept and lifestyle based on?

A

Internal influences
(psychological and physical)

External influences
(sociological and demographic)

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6
Q

External influences: (Subculture): Hofstede

A
  1. Power Distance
  2. Individualism / Collectivism
  3. Masculinity / Femininity
  4. Uncertainty Avoidance
  5. Long-Term Orientation
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7
Q

Critisim of Hofstede

A

Hofstede’s 5 Cultural Dimensions
· Frequently used to explain observed differences
BUT has significant limitations in explaining individual differences

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8
Q

What is Self-Oriented Values?

A

Reflect the objectives and approaches to life that the individual members of society find desirable

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9
Q

What are the 6 Self-oriented Values?

A
  1. Active/Passive
  2. Sensual Gratification/ Abstinence
  3. Hard work/ Leisure
  4. Material / Nonmaterial
  5. Postponed / Immediate Gratification
  6. Religious / Secular
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10
Q

External influences: What is an reference group?

A

A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior .

So, a reference group is simply a group that an individual uses as a guide for behavior in a specific situation.

Most of us belong to several different groups and perhaps aspire to belong to several others.

As the situation changes, we may base our behavior on an entirely different group, which then becomes our reference group. (See figure →)

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11
Q

External influences: Reference Group…

Which 3 main variables:

A
  1. Strength of social ties
  2. Type of contact
  3. Attraction
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12
Q

External influences: Reference Group…

The first variable: Strength of Ties refers to..

A

refers to the closeness and intimacy of the group linkages.

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13
Q

External influences: Reference Group…

The first variable: Strength of Ties refers divides up in two categories..

A

Primary groups (i.e., family and friends) involve strong ties and frequent interaction (considerable influence).

Secondary groups (i.e., neighbors) involve weaker ties and less frequent interaction.

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14
Q

External influences: Reference Group…

The second variable: Type of contact refers to

A

refers to whether the interaction is direct or indirect.

Direct contact involves face-to-face interaction, indirect contact does not.

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15
Q

External influences: Reference Group…

The third variable: Attraction refers to…

A

refers to the desirability that group membership has for the individual.

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16
Q

External influences: Reference Group…

The third variable: Attraction divides into…

A

Dissociative reference groups: Groups with negative desirability can influence behavior just as do those with positive desirability

Aspiration reference groups: Non-membership groups with a positive attraction can also exert a strong influence

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17
Q

External influences: Reference Group…

The third variable: Attraction: Dissociative reference groups is…

A

Groups with negative desirability can influence behavior just as do those with positive desirability (e.g., teenagers tend to avoid clothing styles associated with older consumers).

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18
Q

External influences: Reference Group…

The third variable: Attraction: Aspiration reference groups is…

A

Non-membership groups with a positive attraction can also exert a strong influence (e.g., Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group).

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19
Q

What is the difference between group influence and reference group?

A

Group influence is strongest when the use of product or brand is visible to the group.

Reference group influence is higher the less of a necessity an item is.

20
Q

Consumption x Degree Needed (Model)

A

Consumption:
Visible x Private

Degree Needed
Necessity
Non-necessity

21
Q

External influences: What is an opinion leader?

A

Opinion leaders have both a following and authority:

  1. Many key opinion leaders have full-time jobs as authors, consultants, entrepreneurs, etc.
  2. They can be leveraged by businesses to build both awareness and trust with their customers and consequently to grow sales.
22
Q

External influences: What is an expert?

A

An expert is a person who is very knowledgeable about or skillful in a particular area:

1- Experts typically have authority (think of a medical expert), but often lack an organic audience.

  1. Brands should leverage experts in their content marketing strategies because they can contribute detailed subject matter expertise and explain complex details.
23
Q

External influences: Influencer

A

Influencers (can) have a large audience on social media but do not always have a deep level of expertise.

  1. Many brands leverage influencers to create awareness for their products or services online by generating social media content, organizing contests and giveaways, and generally recommending the brand.

1.1 Influencers can also help in developing new products by providing feedback and insights (co-creation).

1.2 Or by launching entirely new brands under their own name (co-branding).

Marketers are increasingly turning to micro- or nano-influencers to create user-generated content at scale and generate online and offline word-of-mouth.
Companies can utilize their CRM programs to identify such influencers.

24
Q

What is self-concept?

A

Self-concept is defined as “the totality of the individual’s thoughts and feelings having reference to him-/herself as an object“.

It is an individual’s perception of and feelings toward him-/herself (i.e., the attitudes you hold toward yourself).

25
Q

Which self-concept are affected by social media? (Model)

A

Private self
Social Self

in the three dimensions:

  1. Dimensions of self-concept
  2. Actual self-concept
  3. Ideal-self-concept
26
Q

What does Independent self-concept emphasize?

A

Independent self-concept emphasizes personal goals, characteristics, achievements, and desires.

Individuals with an independent self-concept tend to be individualistic, egocentric, autonomous, self-reliant, and self contained.

They define themselves in terms of what they have done, what they have, and their personal characteristics.

27
Q

What does InTERdependent self-concept emphasize?

A

Interdependent self-concept emphasizes family, cultural, professional, and social relationships.

Individuals with an interdependent self-concept tend to be obedient, sociocentric, holistic, connected, and relation oriented.

They define themselves in terms of social roles, family relationships, and commonalities with other members of their groups

28
Q

Self-concept: Extended self:

What is meant by it consists of the self plus possessions?

A

The extended self consists of the self plus possessions:

  1. People tend to define themselves in part by their possessions.
  2. Some possessions are not just a manifestation of a person’s self-concept; they are an integral part of that person’s self-identity.

2.1 Such possessions can be larger things (e.g., house and/or car) or things with unique meanings (e.g., souvenir, photograph, heirloom).

2.2 Some products may become embedded with meaning, memories, and value as they are used over time (e.g., an old soccer ball).

2.3 The extended self can also relate to nonproduct entities (e.g., golfing), other people (my best friend), TV shows (Suits), and/or sports teams (FC Barcelona).

29
Q

SELF-CONCEPT: EXTENDED SELF

Consumers maintain and enhance their self-concepts not only by what they consume, but by what they avoid.

A

Some consumers make a point of avoiding certain product categories (e.g., red meat) or certain brands (e.g., Zara), as part of maintaining “who they are.”

30
Q

SELF-CONCEPT: EXTENDED SELF

Consumers prefer brands that match their self-concepts.

A

However, it is important to realize that the degree to which such “self-image congruity” influences brand preference and choice varies:

  1. it is likely to matter more for products (e.g., perfume) where value-expressive symbolism is critical than for more utilitarian products (e.g., a garage door opener).
  2. It (especially ideal social self) is likely to matter more when the situation involves public consumption (e.g., having a beer with friends at a bar) than when consumption is private (e.g., having a beer at home).
31
Q

SELF-CONCEPT: CONSISTENCY
All this suggests that marketers should strive to develop product images that are consistent with the self-concepts of their target markets.

A

While everyone’s self-concept is unique, there is also significant overlap across individuals and groups, which is one basis for market segmentation (lecture 10).

For example, many consumers see themselves as environmentalists.

Companies and products that create an image of being concerned about or good for the environment are likely to be supported by these consumers.

32
Q

Self-image congruity is likely to matter more for consumers who place heavy weight on the opinions and feelings of others (high self-monitors) than for consumers who do not (low self-monitors).

A

Particularly in public situations where consumption behaviors can be observed by others.

33
Q

What is Self-concept lifestyle?

A

Lifestyle is basically how a person lives

It is how a person enacts her or his self-concept.

	§ Is a function of inherent individual characteristics that have been shaped and formed through social interaction as the person has evolved through the life cycle.

· Individuals’ desired lifestyles influence their needs and desires and thus their purchase and use behavior.
o Desired lifestyle determines many of a person’s consumption decisions
Which in turn reinforce or alter that person’s lifestyle.

34
Q

Self-concept: Lifestyle:

What is the lifestyle determined by?

A

past experiences, innate characteristics, and current situation.

35
Q

Self-concept: Lifestyle:

How much does lifestyle influence consumption behavior?

A

One’s lifestyle influences all aspects of consumption behavior
Is a function of inherent individual characteristics that have been shaped and formed through social interaction as the person has evolved through the life cycle.

36
Q

Self-concept: Lifestyle:

Does lifestyles influence need and desires?

A

Individuals’ desired lifestyles influence their needs and desires and thus their purchase and use behavior.

Desired lifestyle determines many of a person’s consumption decisions

Which in turn reinforce or alter that person’s lifestyle.

37
Q

Self-concept: Lifestyle:

Consumers are seldom explicitly aware of the role lifestyle plays in their purchase decisions.

A

For example, few consumers would think, “I’ll have a Starbucks coffee at a Starbucks outlet to maintain my lifestyle.”

However, individuals pursuing an active, social lifestyle might purchase Starbucks in part because of its convenience, its “in” status, and the presence of others at Starbucks outlets.

Thus, lifestyle frequently provides the basic motivation and guidelines for purchases, although it generally does so in an indirect, subtle manner

38
Q

What are marketeers been criticized for?

A

· Marketers have been criticized for focusing too much on the importance of being beautiful
o With beautiful being defined as young and slim (culture dependent)
o Virtually all societies appear to define and desire beauty
Critics argue that this concern leads individuals to develop self-concepts that are heavily dependent on their physical appearance

39
Q

Needs & Desires:

What is an aspiration window?

A

The window is formed from an individual’s cognitive world, i.e., his/her zone of “similar,” “attainable” individuals.
Individuals draw their aspirations from the lives, achievements, or ideals of those who exist in their “aspirations window”.

40
Q

Needs & Desires:

Which boundaries is the aspiration window determined by:

A

COMPARISON: It may simply be that individuals use their peers (or near-peers) to form comparisons.

OBSERVABILITY: There may be restrictions that arise simply because of the flow of information; what people can observe may be limited.

PROBABILITY: There may be statistical reasons. Looking at the experiences of similar individuals is like running an experiment with better controls, and therefore has better content in informing decisions and aspirations.

  1. (PERCEIVED) RESTRICTIONS: “Similarity” is contextual: it depends on how much mobility (or perceived mobility) there is in society. The greater the extent of (perceived) mobility, the broader the aspirations window
41
Q

SOCIAL COMPARISON:

Which four types of social comparison-based emotion?

A

Upward assimilative emotions (UAE)

Downward contrastive emotions (DCE)

Upward contrastive emotions (UCE)

Downward assimilative emotions (DAE)

42
Q

SOCIAL COMPARISON

Four types of social comparison-based emotion:

What is UAE (Upward assimilative emotions)?

A

UAE: A person taking part in upwards assimilative comparisons will choose an individual they believe are superior but similar to them.

43
Q

SOCIAL COMPARISON:

Four types of social comparison-based emotion:

What is DCE (Downward contrastive emotions)?

A

DCE: Downward contrastive comparison involves selecting targets that are considered inferior, which are not similar to the individual making associations.

44
Q

SOCIAL COMPARISON:

Four types of social comparison-based emotion:

What is UCE (Upward contrastive emotions)?

A

UCE: When engaging in upwards contrastive comparison, the comparer looks up to a superior other. This evokes feelings of not being similar to the target.

45
Q

SOCIAL COMPARISON:

Four types of social comparison-based emotion:

What is DAE (Downward assimilative emotions)?

A

DAE: Individuals who look down on inferior targets see themselves as similar to the target, resulting in downward assimilative comparison.

46
Q

Aspiration window: A Paradox

A

If (e.g., economic) betterment is an important goal, the aspirations window must be opened, for otherwise there is no drive to self-betterment.

Yet it should not be open too wide: there is the curse of frustrated aspirations.

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