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Consumer Behaviour > Midterm > Flashcards

Midterm Flashcards

1
Q

What are the 4 models of consumers

A
  1. Economic
  2. Cognitive
  3. Emotional
  4. Passive
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2
Q

What is the Economic model of consumer?

A

A consumer that

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3
Q

What is the Cognitive model of consumer?

A

A consumer that

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4
Q

What is the Emotional model of consumer?

A

A consumer that

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5
Q

What is the Passive model of consumer?

A

A consumer that

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6
Q

What is the simple decision-making process?

A
  1. Need recognition
  2. Selecting the potential products
  3. Purchase decision
  4. Post-purchase behaviour
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7
Q

What is the complex decision-making process?

A
  1. Need recognition
  2. Information search
  3. Evaluation of alternatives
  4. Selection
  5. Purchase decision
  6. Post-purchase behaviour
  7. Disposal options
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8
Q

What is the difference between the simple decision-making process and the complex decision-making process?

A

The simple decision-making process usually occurs when making day-to-day purchases. It doesn’t require much thought.

The complex decision-making process usually occurs when making less frequent purchases. They require a lot of thought and comparisons.

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9
Q

What role does Inertia play in the decision-making process?

A

Inertia is when decisions are habitual or passive.

Consumers don’t feel don’t feel any strong commitment

May switch brands if a more attractive option is presented.

Low involvement decision making

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10
Q

What role does Loyalty play in the decision-making process?

A

Decisions based on loyalty are commitment driven and active

Consumers are emotionally invested

Less likely to switch brands

High involvement decision making

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11
Q

What is the Evoked Set when consumers are evaluating alternatives?

A

Evoked set is also known as the consideration set

Actively consideres other brands

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12
Q

What is the Inert Set when consumers are evaluating alternatives?

A

Consumers are aware but indifferent towards these brands

May consider these brands if presented with new information

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13
Q

What is the Inept Set when consumers are evaluating alternatives?

A

Excluded from consideration

Unacceptable solution or active dislike of a brand

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14
Q

What is Maslow’s hierarchy of needs?

A

Human needs that are arranged into a hierarchy of needs. You can’t fulfill the higher needs until the lower ones are fulfilled.

The bottom section is physiological needs. (food and water)

Then there is safety and security needs. (health, and employment)

Then there is love and belonging. (friendship and family)

Then there is self esteem. (confidence and achievement)

Finally there is self-actualisation. (creativity and meaning)

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15
Q

What are the limitations of Maslow’s Hierarchy of needs?

A

It is not empirically tested

Western cultural perspective only

It doesn’t allow multiple need states at the same time

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16
Q

What is Involvement?

A

The perceived relevance of an object based on an individual’s needs wants, and interests

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17
Q

What is Low Involvement?

A

Low involvement is applied to things you buy often and don’t think about,

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18
Q

What is High Involvement?

A

High involvement is applied to things you don’t buy very often and put a lot of thought into.

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19
Q

How do you Increase Involvement?

A

Things like: Customization, Engagement, and Loyalty Programs can increase involvement.

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20
Q

What is Sensation and Perception?

A

Sensation preseeds perception. It is how we receive stimuli in the world.

Perception is how we interpret stimuli. More influential than sensation.

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21
Q

How does touch affect Perception?

A

It leads people to feel warmer, safer, and more trusting

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22
Q

How does sight affect Perception?

A

It communicates meaning

Your brain automatically associates colour with things/brands.

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23
Q

How does smell affect Perception?

A

Smell stirs emotions and creates calm feelings

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24
Q

How does taste affect Perception?

A

All our senses interact to Influence taste

color influences taste perception

25
Q

How does sound affect Perception?

A

How the way words sound influences how we feel

26
Q

What are the 3 stages of the perceptual process?

A
  1. Exposure
  2. Attention
  3. Interpratation
27
Q

What is the Absolute Threshold?

A

The minimum amount of stimuli before you notice it’s there.

28
Q

What is the Differential Threshold?

A

The ability to detect the difference between 2 stimuli.

29
Q

What is the Just Noticeable Difference?

A

The minimum difference between 2 stimuli.

30
Q

What is Subliminal Perception?

A

Occurs when a stimulus is below the level of a consumer’s conscious awareness.

31
Q

What is a persona?

A

A persona is a character a company creates that represents its target market.

32
Q

What is Customer Journey Mapping?

A

Customer journey mapping is a visual representation of the process a customer goes through when interacting with a brand or a company.

33
Q

What does Customer Journey Mapping do?

A

Customer journey mapping traces the customer experience from initial contact, through the engagement process, and into a long-term customer relationship.

34
Q

What is the primary goal of Customer Journey Mapping?

A

The primary goal of customer journey mapping is to get a holistic view of how customers interact with a brand, identify potential pain points, and optimize the overall customer experience.

35
Q

What are the key components of a Customer Journey Map?

A
  1. Stages
  2. Thoughts and Actions
  3. Emotions
  4. Touchpoints
  5. Opportunities
36
Q

What is the stage component of a Customer Journey Map?

A

The main phases a customer goes through.

37
Q

What is the thoughts and actions component of a Customer Journey Map?

A

What customers are thinking and doing at each stage.

38
Q

What is the emotional component of a Customer Journey Map?

A

Mapping the emotional journey helps a business understand how customers feel at different stages.

39
Q

What is the touchpoint component of a Customer Journey Map?

A

The specific interactions a customer has with a brand

40
Q

What is the opportunities component of a Customer Journey Map?

A

Identifying pain points or gaps in the consumer experience. AKA pinpointing areas for experience.

41
Q

What are the benefits of Customer Journey Mapping?

A
  1. Improved customer experience
  2. Increased sales
  3. Enhanced customer loyalty
  4. Informed decision making
  5. Cross-functional alignment
42
Q

What is a need?

A

A state of felt deprivation in an essential item; something you cannot live without

43
Q

What is a want?

A

A want is a desire for a specific item; something that is nice to have

44
Q

What are the 2 types of needs?

A
  1. Utilitarian Needs
  2. Hedonic Needs
45
Q

What are Utilitarian Needs?

A

Goods consumed for practical and useful purposes

Daily-use objects that are purchased routinely

46
Q

What are Hedonic Needs?

A

Goods consumed for luxury purposes

Items purchased infrequently

47
Q

What are the two types of Motivation?

A
  1. Intrinsic Motivation
  2. Extrinsic Motivation
48
Q

What is Intrinsic Motivation?

A

Intrinsic motivation refers to doing something because it is personally enjoyable

Driving force comes from within a person

The activity is its own reward

49
Q

What is Extrinsic Motivation?

A

Extrinsic motivation refers to doing something for an external reward or to avoid punishment.

Driving force comes from external factors

The activity is completed in anticipation of reward.

50
Q

What is Motivational Conflict?

A

The state of conflict that exists when goals are complete.

51
Q

What is the Approach Goal when dealing with motivational conflict?

A

A positive goal toward which behavior is directed

52
Q

What is the Avoidance Goal when dealing with motivational conflict?

A

A negative goal from which behaviour is directed away

53
Q

What are the three types of Motivational Conflict?

A
  1. Approach <–> Approach
  2. Approach <–> Avoidance
  3. Avoidance <–> Avoidance
54
Q

What is the approach <–> approach type of motivational conflict?

A

Two desirable outcomes

55
Q

What is the approach <–> avoidance type of motivational conflict?

A

Positive and negative consequences with choice

56
Q

What is the avoidance <–> avoidance type of motivational conflict?

A

A choice with only undesirable outcomes

57
Q

What are the three types of motivational theories?

A
  1. Drive theory
  2. Expectancy Theory
  3. Maslow’s Hierarchy of Needs
58
Q

What is the Drive Theory?

A

Biological needs produce unpleasant states or arousal

59
Q

What is the Expectancy Theory?

A

Behavior is pulled by expectations of achieving desirable outcomes.

Consumer Behaviour (2 decks)

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