Lecture 1/2 Flashcards

1
Q

What influences Consumer behavior?

A
  1. Psychological core
  2. Process of making decisions
  3. Consumers culture
  4. Consumer behavior outcomes and issues
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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
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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
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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
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5
Q

How can marketers Enhance Consumers Opportunity to process information?

A
  • Repeat marketing communications
  • Simplify messages
  • Reduce distractions
  • Reduce purchasing time
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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
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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
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8
Q

How Memory is enhanced?

A
  1. Chunking – group of items processed as a unit e.g. acronyms KFC, phone numbers IDOL 1234
  2. Rehearsal – actively reviewing material e.g. use of jingles, silently review information
  3. Recirculation – simple repetition without active rehearsal e.g. repeat same message, ad content can change but consistency is in message
  4. Elaboration – information being processed at deeper levels or elaborated e.g. utilize consumer curiosity with movie trailers
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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
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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
  1. Characteristics of stimulus
    - Salience – it jumps out at you e.g. bright
    - Prototypical or pioneer brands
    - Redundant cues – information items go together natural
  2. What the stimulus is linked to in memory
    - Brand name is a retrieval cue
    - Logos and packaging
  3. 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
  4. Consumer characteristics affecting retrieval
    - Mood – positive mood enhances recall, recall information consistent with our mood
    - Expertise – experts can retrieve more
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