Overview Flashcards
Stages of consumer behavior
obtaining, consuming, disposing
Key questions: obtaining
Deciding Between Brands -Rice Krispies vs. Kellogg’s Froot Loops Deciding Between Products -Oatmeal vs. Cereal When to Buy -Wait for the upgrade? -Daily vs. every week vs. every month Where & How to Buy -Mass retailer, mall, specialized store, web, auction -Leasing, trading, borrowing, gifting Experiment was about yogurt--daily people ate favorite, but in planning people thought that they wanted variety
Key questions: consuming
How you use the product
-Planned, unplanned, symbolic
-Example was swedish fish and the weird connections people have to the product
-Why care?
-Limitations (correct use, discover product problems)—>people could not get wrappers off dishwashing pods
-Opportunities (improve product, expand product line, discover new uses)—> chunky soup (people didn’t dilute soup)
How much you consume
-Depends on consumption rate, how much is left (use less detergent as you get to the bottom of the container–so Tide made pods to ensure people have to consume things in regular amounts)
-Who uses the product
Acquirer ≠ User–> women can make purchase decision for men on clothing
-When you use the product–>saving the best for last, majority of people chose to wait 3 days to kiss their movie star because they wanted to savor
Key questions: disposing
How you get rid of the remaining product
How much you throw away after use
How you recycle products
Reselling products or “regifting”
Which stage are people most studying?
Usage
What does CB add to other fields of study?
Statistics- focuses on numbers and outcomes but not how people’s behavior shape and influence these trends
Psychology- overlooks consumer context and dual emotions we have about products
Economics–overlooks irrational behavior/emotions, assumes rationality and utility maximization–> calculator save $5 on a $10 calculator versus $5 on a $200 calculator
