Lecture 2 - Theories In Consumer Behavior

Question 1

Construct

Answer 1

Conceptualized at theoretical plane

Question 2

Variables

Answer 2

Operationalized and measured at empirical plane

Question 3

Constructs have what? (+Ex)

Answer 3

Different dimensions
Ex: honesty and expertise are dimensions that form the construct credibility

Question 4

Example Variables

Answer 4

Age, size, income

Question 5

Attitudes

Answer 5

Overall evaluative judgement
Direction (+/-)
Strength

Question 6

Strength of attitudes (+ex)

Answer 6

I want to eat healthy but I go to McDonalds because the strength of my attitude isn’t strong. If the worker there would’ve killed someone’s my strength would be strong and therefore I wouldn’t go to this mecces anymore

Question 7

What do attitudes do?

Answer 7

Build constructs
But if there are no strength and direction there is no attitude and therefore no construct

Question 8

Needs go to where?

Answer 8

Motivation

Question 9

What’s the main source of motivation

Answer 9

Perceived attractiveness of outcome
Consumer considers possibility to reach outcome: expectancy

Question 10

What’s a major influence on attractiveness of outcome?

Answer 10

Perceived Value

Question 11

Summary of dimensions of perceived value

Answer 11

1. functional value
2. hedonic/sensational value
3. social value

Question 12

Summary of dimensions of perceived value - functional value

Answer 12

Determined by product itself, whether it meets customer needs and usefulness of product
Ex. Running shoes

Question 13

Summary of dimensions of perceived value - hedonic/sensational value

Answer 13

Value consumer receives based on experience of fun and playfulness
Things that produce great interest or excitement
Sensational value is nostalgia
Ex. Vacation

Question 14

Summary of dimensions of perceived value - social value

Answer 14

About wellbeing of current and future generations
It is about how you look doing this and what you present on the outside

Question 15

Topic of research

Answer 15

Subject, issue, problem that researcher is interested in when conducting research
Viewable in context where theory can be proven
Ex. Effect of social influence on consumers intention to donate blood
(Using theoretical foundation of social influence, researcher examines effect of topic)

Question 16

Theory

Answer 16

Formulated to explain, predict and understand phenomena
Used to extend existing knowledge on topic of research
Ex. Choice overload

Question 17

Consumer identity

Answer 17

Key construct: self-congruity
Matching products image with consumers self-concept
Ex. Ferrari and hippie van

Question 18

Dimensions of self (identity)

Answer 18

1. actual self
2. ideal self
3. social self
4. ideal social self

Question 19

Dimensions of the self (identity) - actual self

Answer 19

How one actually perceives the self
Exclusively for me
Ex. Mental health

Question 20

Dimensions of the self (identity) - ideal self

Answer 20

The self one desires to become
-> if you buy a Rolex you can become like Roger Federer or if you buy nespresso you will be like George Clooney
-> that’s why marketing works so well when they use celebrities

Question 21

Dimensions of the self (identity) - social self

Answer 21

How we think that people see us
There’s a link between social self and social influence

Question 22

Social self - social influence in consumer behavior

Answer 22

1. utilitarian social influence
2. informational social influence
3. value expressive

Question 23

Social self - social influence in consumer behavior - utilitarian social influence

Answer 23

Obtain rewards or avoid punishment from social presence

Question 24

Social self - social influence in consumer behavior - informational social influence

Answer 24

Accepting information from others as evidence of reality

Question 25

Social self - social influence in consumer behavior - value expressive

Answer 25

Occurs when people adopt behaviors or beliefs that enhance or support their self-concept