part two Flashcards
what are the different steps, in order, of consumer decision-making process?
problem recognition → information search → alternative evaluation → purchase decision → postpurchase evaluation
what are the different steps, in order, of psychological process?
motivation → perception → attitude formation → integration → learning
what are sources of problem recognition?
- out of stock
- dissatisfaction
- new needs or wants
- related products/purchases
- market-induced recognition
- new products
what are the of hierarchy of needs, from most important to least?
physiological → safety → social → esteem → self-actualization
what are the advantages of a psychoanalytic approach? (3)
■ reveals hidden feelings, drives, and fears
■ highlights importance of symbolic factors
■ shifts attention from “what” to “how” and “why”
what are the disadvantages of a psychoanalytic approach? (3)
■ qualitative results from very small samples
■ varying, subjective interpretations
■ difficult or impossible to verify or validate
what is the influence of individual differences in the consumer purchasing process? (3)
○ Selection and avoidance of certain messages
○ Color the interpretations and judgments generated by messages
○ Can influence what is remembered – subsequent cognitive associations/structures
what are the influences of selective perception?
Selective exposure -> selective attention -> selective comprehension -> selective retention
what is the role of cognitive dissonance in the consumer purchase decision? (3)
○ Cognitive dissonance is when we have conflicting beliefs or conflict between belief and behavior
○ It is a distressing feeling we tend to avoid
○ We seek opinions that are consistent with our existing beliefs; we avoid opinions that are not
how do consumers evaluate brands?
they evaluate brands based on attributes
what are objective attributes also known as? what do they encompass?
physiological; price, features, warranty, service
what are subjective attributes also known as? what do they encompass?
psychological; image, style, performance
what is the memory-based (multi-attribute) attitude model a function of?
- Accessibility/saliency of available beliefs or considerations in one’s memory
- How much weight or applicability each accessible belief/consideration is given
■ When prompted to make an evaluation, individuals recall all accessible positive and negative considerations in memory X the weight each is given
What is the online model (affect referral decision rule)? (3)
Overall impression is the product of the series of evaluative impressions formed at the time of information exposure
Individuals have running online tally or effective integrator, which is updated when new info is gathered
Recall overall impression/tally as heuristic (mental shortcut) to base evaluation
How does the base online model differ from the memory-based model?
The online model differs from the memory based model because it is heuristic evaluation versus cognition and direct thought process
What are steps in post-decision making evaluation and role of cognitive dissonance
Satisfaction-when consumer’s expectations are either met or exceeded
Dissatisfaction-when performance is below expectations
Cognitive Dissonance-happens often in most purchases
Did product meet/exceed expectations or was it lower than expectations?
Difficult/important purchase leads to post-decision dissonance: seek out decision validation/reassurance
Learning is the process by which consumers acquire consumption related knowledge and experience that they apply to future behavior
Thinking-based on intellectual evaluation and problem solving
Conditioning-based on conditioning through association or reinforcement/punishment
Modeling-based on emulating (copying) of behaviors of others
bebe is considering a bud light to wash down her sandwich of shame. let’s assume that, using her available consideration in memory, she weights price and the low calories positively, but the taste negatively. what would her attitude be if she gave more weight to price?
she would have a positive attitude
bebe is considering a bud light to wash down her sandwich of shame. let’s assume that, using her available consideration in memory, she weights price and the low calories positively, but the taste negatively. what would her attitude be if she gave more weight to taste?
she would have a negative attitude
what 4 strategies can be employed to change attitudes?
○ Change beliefs/valence about an important attribute or consideration
○ Change the weight given an attribute or consideration
○ Make a new consideration or attribute available
○ Influence the accessibility/salience of available consideration or attributes.
according to the online model, what is the overall impression a product of?
the series of evaluative impressions formed at the time of information exposure
according to the online model, how is the evaluation based?
on recall of overall impression/tally as heuristic
annette is considering purchasing a new deodorant, and is stuck between secret and tom’s. how would she analyze her decision if using the online model?
annette would tally each interaction with the brand as positive or negative, updating it when presented with new information. then, using heuristics, she would choose the brand that has the most positive impression
annette is considering purchasing a new deodorant, and is stuck between secret and tom’s. how would she analyze her decision if using the online model?
annette would use her interactions with the brand and tally if each one was positive or negative
according to the post-decision evaluation of learning, what role does satisfaction play?
occurs when consumer’s expectations are either met or exceeded
according to the post-decision evaluation of learning, what role does dissatisfaction play?
occurs when performance is below expectation
according to the post-decision evaluation of learning, what role does cognitive dissonance play?
happens often in post-purchase. it is the psychological tension or postpurchase doubt that a consumer experiences after making a difficult purchase choice.
according to the post-decision evaluation of learning, what is thinking based on?
thinking is based on intellectual evaluation and problem solving
according to the post-decision evaluation of learning, what is conditioning based on?
conditioning is based on conditioning through association or reinforcement/punishment
according to the post-decision evaluation of learning, what is modeling based on?
modeling is based on emulation of behaviors of others
how may individuals experiencing cognitive dissonance attempt to reduce it?
- seek out reassurance and opinions of others for confirmation
- lower their attitudes or opinions of the unchosen alternative (derogation)
- deny or distort any information that doesn’t support their choice
- look for information that supports their choice
what is behavioral learning and operant conditioning and their relation to strat comm?
behavioral learning is a mental association comprised of classical conditioning. operant conditioning is based on reward and punishment and comprised of shaping.
under classical conditioning, what is learning?
an associative process by building relationships between conditional stimulus and response.
what are the steps of reward and punishment under operant conditioning?
behavior (consumer uses products or service) –> positive or negative consequences (reward/punishment) –> increase or decrease probability of repeat behavior (purchase)
under operant conditioning, what is shaping?
the reinforcement of successive acts that lead to a desired behavior pattern
this happens when consumer’s expectations are either met or exceeded
satisfaction
this happens when performance is below expectations
dissatisfaction
this is based on intellectual evaluation and problem solving
thinking
this is based on association or reinforcement/punishment
conditioning
this is based on copying others behavior
modeling
what are some examples of external influences on consumer behavior?
culture, subculture, social class, reference group, situational determinants, ads’ appeal to uniqueness
what are the component parts of the communication process?
- creating messages
- interpretations of messages
- transmission
- elicit a response
- dynamism
what is the semiotic perspective?
● Message focus in on an object (symbol/sign)
● Meaning is incorporated through symbol of brand’s ad
what are four common types of consumer response models of messages?
- AIDA
- hierarchy of effects model
- innovation adoption model
- information processing model
which model shows the stages a consumer passes through in the adopting of a new product?
innovation adoption model
which process shows how advertising works?
hierarchy of effects model
which model was developed to depict stages in personal selling process
aida
which model shows the process through which a consumer must pass through to be influenced by advertising
information processing model
what is the aida model characterized by
the depiction of stages in personal selling process