Midterm - Questions Flashcards
Domain of CR
Acquisition, useage, and disposition or products (Holbrook 1987)
Multidisciplinary
Basic Research
generate new knowledge
use theory to create hypotheses
deep and narrow topic
self-motivated
Applied Research
apply knowledge to specific business problems
broad and diverse
motivated by sponsors
Controversy of basic vs. applied research
basic: “applied is biased against science. focus on what you find intellectually stimulating
applied: “results are more relevant and important”
3 types of knowledge
everyday
scientific
interpretive
Every day knowledge
simple data is goal
shared thoughts about own behaviors, with own interpretations
Scientific knowledge
empirically tested theories that are established because attempts to refute have failed
Interpretive knowledge
understanding information in terms of or from the perspective of a certain domain
Which type of knowledge do Calder and Tybout imply that CB should focus on? Do you agree; why?
Scientific, because it has set methodology and makes respected scientific progress.
Yes - allows us to find the current most acceptable theories through tested and respected methods
Appraisal theory
Emotions are based on interpretation and evaluation of actual state vs desired state
How is appraisal theory connected to emotions?
Emotions come from a specific refferent. In this case, the referent is the appraisal of states
4 Appraisal Classes
outcome-desire conflict
outcome-desire fulfillment
outcome-desire avoidance
outcome-desire pursuit
Outcome-desire conflict
unpleasant experience, fail to reach goal. Sad, angry, ashamed, regretful.
Outcome-desire fulfillment
pleasant event, achieve goal. Happy, joyful, prideful, relieved, satisfied.
Outcome-desire avoidance
anticipate unpleasant event or goal failure. worried, anxious, stressed.
Outcome-desire pursuit
anticipate success, pleasant event. hopeful.
Is satisfaction an emotion? Defend.
Satisfaction is an evaluation of an object.
Does not describe the emotional response, only if the object met expectations or did not
Only the valence of the emotion relates to satisfaction
Moods vs. emotions
Moods - nonintentional, global, less intense.
Emotions - mental state from object appraisal. More intense, acute.
How do moods affect CB?
Pos mood -> pos evals, helpful behaviors, tasks with pos outcomes, ^ purchase and learning
Neg moods -> neg evals. More limited effect.
Can be induced by physical surroundings, employee mood, ad mood, communication
Smiling extent and emotional authenticity effect on customers
^Emotional authenticity ->^pos customer affect. Smiling extent has no effect.
Both -> ^rapport
Rapport is full mediator of smiling/emotional authenticity and satisfaction
Satisfaction vs. delight
satisfaction - evaluation - like, dislike, neutral - utilitarian - met needs -> satisfied delight - emotion. unexpected pleasantness - exceed expectations -> delight - hedonic. wants based.
Best predictor of delight, NBM or E/DT?
E/DT. Surprise is most likely to cause delight.
NBM can, but consumers expect needs (security, justice, self-esteem) to be met
Needs can cause pleasant surprise if you don’t expect them to be met, but that is also E/DT.
Role of self-esteem in delight/anger
Make consumers feel important, intelligent, and individual
“choice” -> power
Not deviating from the standard makes them feel smarter and more in control
^ self-esteem from the start to soften the blow of anything that could potentially go wrong
Needs-based model
Meet needs -> satisfy, delight
3 needs:
- security (financial, physical)
- justice (fair treatment)
- self esteem (maintain, enhance)
E/D Theory
Exceed expectations -> delight
Pos disconfirmation: low prob + occurs, high prob - doesn’t.
Neg disconfirmation: high prob + doesn’t, low prob - occurs.
Confirmation: everything goes as expected.
E/DT and delight/anger
Stay within expectations -> confirmation, satisfaction
Unlikely but plausible events -> delight, anger
Unlikely not plausible events -> more delight, anger
3 different justice needs
- Distributive - evaluation of outcome based on equity (firm’s response equal to customer effort), equality (all customers treated the same way), and needs (treat based on needs)
- Procedural - fairness of rules and procedures used to determine outcomes
- Interactional - how employees personally related with customers
Which type of justice is most likely to produce anger?
Interactional.
Even an unsatisfying experience can be alleviated through positive interaction, but a positive product experience can be ruined through interaction
An unjust interaction also affects esteem
Human interaction is impossible to fully prepare for
Different emotions resulting from hedonic vs. utilitarian benefits
hedonic
meet -> delight
fail -> dissatisfy
not expected, surprise -> delight.
utilitarian
meet -> satisfy
fail -> anger
expect needs to be met. fail -> unsafe.
Affective events theory (AET)
Individual appraises event
Valence of appraisal depends on whether or not the event is judged as being harmful to the self or not
Emotion leads to appropriate coping response to attempt to master, tolerate, or minimize negativity
How does AET cause negative emotions?
If an event is appraised as harmful -> negative emotion
Negative emotion coping responses in CB include switching, complaints, revenge-seeking, or negative WOM
3 ways of expressing anger through AET
- Emotions
- Expressions - verbal, nonverbal, displaced anger, suppressed anger
- Behaviors (coping) - distancing, escape avoidance, self restraint, confrontation, revenge-seeking
Rancorous vs. Retalitory
rancorous: feelings of ill will, animosity, bitterness. increased likelihood of verbal, nonverbal expression
retalitory: destructive, violent anger. increase likelihood of physical expression, displaced anger, verbal expression. decreased likelihood of constructive response.
Anger vs. dissatisfaction
Anger - emotional response to unmet needs. blame others.
Dissatisfaction - negative evaluation. seek info to find the source of failure.
Effect of anger and dissatisfaction on neg WOM, switching, and compaints
DS -> Anger -> Switching, neg WOM, complaints
-> Switching
Advantages of being an expert in judgement tasks
^ knowledge based on previous knowledge (enrichment hypot)
More refined, complete cognitive structures to differentiate brands, products, features
Better analytic ability to discern best, most goal-relevant features
Better information elaboration to make more correct inferences from given information
Better memory
More aware and knowledgeable about product alternatives and able to mentally organize info
Enrichment hypot vs. inverted u hypot
Enrichment: ^familiarity -> more extensive learning
- Judgement tasks
- Reflects superior encoding abilities
Inverted U: ^ familiarity -> less search for new info
- choice tasks
- eliminate useless knowledge
6 memory control processes
- rehearsal
- coding
- transfer
- placement
- retrieval
- response generation
Rehearsal
allocation of process capacity in accordance with goals and task requirements
Coding
how information is structured for rehearsal
Transfer
governs what is stored and in what form
Placement
associations of items stored in memory
Retrieval
remembering. immediate for simple items, more involved problem solving for complex items
Response generation
items constructed from fragmented memory. “new” memory subject to bias.
5 dimensions of expertise that increase with familiarity
- Cognitive effort and automacy - better task performance, semantic filtering
- Cognitive structure of product categories and information - increased categorization complexity of info and brands
- Analysis of information - what is important or relevant enough to remember?
- Elaboration - putting together information to infer further information. More analytic thought leads to more accurate inferences.
- memory of product info - memory based tasks are more optimal, more analytic.
Automacy
When a task is performed with minimal effort and process control
Pros of Automacy
frees up mental resources can perform other tasks simultaneously filter incoming info increase loyalty auto-detection draws attention in all circumstances
Cons of automacy
difficult to change process disruption (package, location change) make process more involved what if your brand isn't auto? settling for what's "fine"
Effects of goals on learning
organize info by goal relevance
remember more goal relevant info than not
focus information search
for novices, provide structure to efficiently and effectively focus and organize search and information about brands and features
How do consumers set a goal?
- Focal goal arises through force; biological, moral, or ethical force; or reasoned reactions to external or internal stimuli
- Form subordinate goal
- Form superordinate goal
- Activate intentions (counter- and pre-factuals)
Subordinate goal
planned action to achieve a goal. “how?”
Superordinate goal
rationalization for focal goal. “why?”
Counterfactuals
plans for handling a possible negative outcome (if x, then y)
Prefactuals
behaviors to avoid negative outcomes
Behaviors of promotion-oriented consumers
global info search
large consideration set
more value to choices from hierarchical structures and large sets
Behaviors of prevention-oriented consumers
local info search
smaller considerations set
more valued to choices from nonhierarchical structures
no value assigned based on set size
3 levels of problem solving and related attitudes
- Extensive
- no strong attitudes toward any/all
- no well-developed choice criteria
- Limited
- no strong attitudes, moderately positive attitude toward some
- well-defined choice criteria, still unsure about best
- Routinized
- strong positive attitude toward one
- well-defined choice criteria
- may consider alternatives, but only one or two
Theory to explain personal motives to engage in RM
Cognitive dissonance theory
Cognitive dissonance theory
Effect of beliefs on behavior
Rationalize a choice by suppressing neg aspects and enhancing pos
May enhance alternative negs and suppress pos
Desire for cognitions and behaviors to line up
^ potential for rationalization -> ^ potential for RM
Theory to explain sociological motives to engage in RM
Reference group theory
Reference group theory
Individuals compare themselves to a reference group as a model for their own behavior
Fulfill social aspirations
Reduce risk by not referencing negatively perceived groups
Decrease choice by guiding behaviors through aspiration and risk reduction
^ potential to fulfill aspirations and reduce risk -> ^ potential for RM
Theory to explain institutional motives to engage in RM
self-efficacy theory
Self-efficacy theory
Obeying religious teaching and doctrine to enhance feelings of self-efficacy
Obeying through engaging in RM with groups IDed as important by religion/beliefs increases self-efficacy
Are personal, sociological, or institutional motives the strongest motivator for RM and why?
Sociological
Institutional may have the most severe consequences, but the social relationships (including those within institutions) are what hold consumers truly accountable for their behaviors, including relationships with brands
In addition, social influences can encourage rebellion against various institutions
2 types of happiness
Low arousal - calm and peaceful. Present temporal focus, older age.
High arousal - excitement and joy. Future temporal focus, younger age.
