Lecture 1/2 Flashcards
1
Q
What influences Consumer behavior?
A
- Psychological core
- Process of making decisions
- Consumers culture
- Consumer behavior outcomes and issues
2
Q
The Effects of Motivation
A
- High effort behavior
- Information processing and decision making
- Motivated reasoning
- Felt involvement – psychological experience of the motivated consumer
3
Q
Drivers of consumer motivation
A
- Personal relevance – extent to which it has a direct bearing on an significant implications for your life
- Consistency with self concept – our mental view of who we are
- Values – beliefs about what is right, important, or good
- Needs – internal state of tension caused by disequilibrium from an ideal/desired physical or psychological state
- Goals – outcomes we would like to achieve
- Perceived risk – extent to which the consumer is uncertain about the consequences of an action
- Inconsistency with attitudes – extent to which new information is consistent with previously acquired knowledge or attitudes
4
Q
Consumer Ability
A
- The extent to which consumers have the necessary resources to make an outcome happen
- Factors that affect our ability to process information – financial resources, emotional resources, education and age
5
Q
How can marketers Enhance Consumers Opportunity to process information?
A
- Repeat marketing communications
- Simplify messages
- Reduce distractions
- Reduce purchasing time
6
Q
How can exposure be influenced?
A
• Marketer (promote) o Position of an ad o Product distribution o Shelf placement • Consumer (reject) o Blocking pop-up ads o Zipping through recorded commercials o Zapping/channel surfing
7
Q
How can marketers enhance consumer attention by making stimuli?
A
- ¬Personally relevant – appeal to customers needs/values/emotions, using mini stories to attract attention
- Pleasant – attractive models, using music
- Surprising – using novelty, using puzzles
- Easy to process – videos
8
Q
How Memory is enhanced?
A
- Chunking – group of items processed as a unit e.g. acronyms KFC, phone numbers IDOL 1234
- Rehearsal – actively reviewing material e.g. use of jingles, silently review information
- Recirculation – simple repetition without active rehearsal e.g. repeat same message, ad content can change but consistency is in message
- Elaboration – information being processed at deeper levels or elaborated e.g. utilize consumer curiosity with movie trailers
9
Q
Retrieval failures
A
- Decay - The weakening of memory nodes or links over time
- Interference – different networks being too closely aligned
- Primary and recency effects – commercials during a commercial break
10
Q
How Retrieval is enhanced?
A
- Enhancing memory first – chunking, rehearsal and similar factors
- 4 factors affecting retrieval – stimulus itself, what its linked to, the way its processed, the characteristic of consumers
- Characteristics of stimulus
- Salience – it jumps out at you e.g. bright
- Prototypical or pioneer brands
- Redundant cues – information items go together natural - What the stimulus is linked to in memory
- Brand name is a retrieval cue
- Logos and packaging - Way its processed in short term memory
- Imagery memory tend to be better remembered than discursive memory
- Imagery creates a greater number of associations in memory - Consumer characteristics affecting retrieval
- Mood – positive mood enhances recall, recall information consistent with our mood
- Expertise – experts can retrieve more