PMM Ch 3 Flashcards
What are the four influences of consumer decision making? (p.43)
1) Social, 2) Marketing, and 3) Situational, which feed into 4) Psychological
Name the 3 categories of social influence in consumer decision making. (p.44)
1) Culture/Sub-culture, 2) Social Class, and 3) Reference groups/Families
What is an example of direct social influence in consumer decision making? (p.44)
Conversations between people about consumer decisions
What is an example of indirect social influence in consumer decision making? (p.44)
The influence of society on an individuals values and attitudes
How are cultural values transmitted?
3 organizations) (p.45
1) Family, 2) Religious organizations and 3) Educational institutions
Define subculture (p.45)
A subculture is a group within society with which an individual has more interaction than with society at large
On what types of characteristics might subcultures be based? (p.45)
geography, ethnicity, age, religion, nationalities, e.g., Mormons, teens, African Americans, Baby Boomers
According to marketers, what are the four main “social classes” in the US? (p.45)
Upper, Middle, Working and Lower
What % of US is “Middle Class”? (p.45)
34%
What is the single best indicator of social class? (p.45)
Occupation
Which class wants to “do the right thing and buy what’s popular”? (p.45)
Middle class
Which class is concerned with fashion and buying what experts in media recommend? (p.45)
Middle class
What % of US is “Upper Class”? (p.45)
14%
What is most prized by “Upper Class” consumers? (p.45)
Prestige brands and high quality
Spending with good taste is a priority for what social class? (p.45)
Upper class
What class emulates the Upper Class? (p.45)
Middle class
What % of US is “working class”? (p.45)
38%
Who do working class people rely on for financial and emotional support? (p.45)
Relatives / family
Which class emphasizes family ties/relationships? (p.45)
Working class
Which class pursues ease of labor and leisure? (p.45)
Working class
What % of US is “Lower Americans”? (p.45)
16%
What class’s primary needs are food, clothing and other staples? (p.45)
Lower Americans
What are “reference groups”? (p.46)
Groups to which a person looks to when forming opinions and attitudes
Why might someone have multiple reference groups? (p.46)
To account for different product types and decisions
When is reference group influence considered to be stronger? (p.46)
When the product is for public consumption
Why is the HH a potentially more relevant unit of study for consumer behavior? (p.46)
Because the actual purchaser may be a different member of the HH than the final user of the product
What are some stages of the “family life cycle? (p.46)
single, married no kids, married with kids, older couples, solitary survivors
What are the four categories of marketing influence on consumer decision making? (p.46)
Product, Price, Promotion, Place
When can a higher price be a positive for the consumer? (p.46)
When it is believed to signal higher quality
What are some elements of product influence on consumer behavior? (p.46)
Brand name, packaging, labeling, appearance of product,
What can promotion influences affect? (p.47)
How consumers think and feel about the product, the purchase experience,
Because consumers tend to screen out marketing messages, what should marketers do to overcome this? (p.47)
1) offer consistent messages about their product, 2) place the messages in media where target market is most likely to see it.
Wide distribution to increase convenience of purchase, and thus increase chances of purchase is an example of what type of marketing influence? (p.47)
Place
What message can limited distribution send to consumers? (p.47)
That the product or brand is higher quality
What are situational influences on consumer behavior? (p.49)
All the factors related to time and place with systematic impact on consumer behavior
What are the 5 categories of situational influences on consumer behavior? (p.49)
1) physical, 2) social, 3) time, 4) task related, and 5) condition related
What category of situational influence includes: location, décor, sounds, aroma, lighting, weather, and visible arrangement of merchandise? (p.49)
Physical
What category of situational influence includes: the other people present, their roles and interactions? (p.49)
Social
What category of situational influence includes: time of day, season of year, length of time before or since purchase? (p.49)
Time
What category of situational influence concerns issues such as whether the purchase is for self or others? (p.49)
Task
What category of situational influence relates to momentary states of being (being sad, ill or no cash on hand) rather than chronic? (p.49)
Current conditions
Name 2 important psychological factors in consumer decision making. (p.49)
Product knowledge, and product involvement
Define product knowledge (p.49)
The amount of information a consumer has stored in memory about product classes, brands, models and ways to purchase
What types of factors can influence initial product knowledge? (p.50)
Social, Marketing and Situational factors
How does a consumer’s initial level of product knowledge impact the amount of information sought prior to purchase? (p.50)
A consumer’s perception of high prior knowledge of a product reduces the effort spent to acquire new information
What is a consumer’s perception of a product’s importance/relevance to them called? (p.50)
Product involvement
What is the relationship between product involvement and consumer decision making? (p.50)
High involvement products tend to have high involvement decision making, e.g., more time, effort and information sought
What are the 5 steps in the consumer decision making process? (p.51)
1) need recognition, 2) alternative search, 3) alternative evaluation, 4) purchase decision (which is not always to actually purchase) and 5) post-purchase evaluation.
What are the 3 types of consumer decision making? (p.50)
1) Extensive, 2) limited, and 3) routine
Providing lots of factual information highlighting competitive advantages is appropriate for what type of consumer decision? (p.50)
Extensive
How can marketers influence consumers engaged in “limited” decision making? (p.51)
Eye-catching advertising and in-store displays
Eye-catching advertising and in-store displays are appropriate for what level of consumer decision making? (p.51)
Limited
Describe Maslow’s hierarchy of needs. (p.51)
1) Physiological, 2) Safety, 3) Belongingness/Love, 4) Esteem, and 5) Self-actualization
What are the 5 information sources used in searching for alternatives to satisfy a consumer need? (p. 52)
1) Internal sources, 2) Reference group sources, 3) Marketing sources, 4) Public sources and 5) Experiential sources
Describe the four steps in information processing (p.53)
1) exposure to information, 2) attentive to information, 3) understanding of information and 4) retention of information
During alternative evaluation, which brand is most likely selected? (p.53)
The brand perceived to offer the greatest number of desirable attributes in the desired amounts and order is selected
What are the 2 categories of perceived risk in consumer decisions? (p.53)
Functional (related to financial or performance issues) and psychosocial (related to how it will affect one’s self- or reference group image
What is the relationship between information level and post purchase dissonance in consumer decision making? (p.54)
More information tends to lead to less dissonance
Why is it important for marketers to address possible post-purchase dissonance? (p.54)
Positive post-purchase experience increases chances of repeat purchase, while negative post-purchase experience decreases chances of repeat purchase
What can marketers do to address post-purchase dissonance? (p.54)
Reassure purchasers that they’ve made a wise decision in purchasing their product
What is the disconfiguration paradigm? (p.55)
the idea that customer satisfaction is made up of two other variables - product expectations and the difference between expectations and reality of the product
What two other variables make up customer satisfaction? (p.55)
Product expectations and the difference between expectations and reality of the product
