quiz 1 study guide Flashcards
steps in decision making process
- problem recognition
- information acquisition
- information processing
- comparative evaluation purchase
- post purchase evaluations
what are 3 things that impact consumer behavior
- psychological core
- decision making process
- consumer culture
what are aspects in psychological core
motivation
ability
opportunity
exposure
attention
perception
memories
what are aspects in decision making process
problem recognition
search for information
judgements
decision
post decision evaluations
what are aspects of consumer culture?
consumer diversity
social class
household
values, personality, lifestyle
social influences
what leads a customer to engage in behavior?
the shift of both actual and ideal states to create new ideal states
what is motivation?
the inner state of arousal that a consumer has that convinces the consumer to go do something that solves this problem
3 important aspects of motivation
- value –> good/bad/importat
- needs –> internal tension
- goals –> outcomes we want
what is problem recognition
gap between actual and ideal state leading to tension where people are motivated to resolve
what is an actual state
where we are now
what is an ideal state
where we want to be
what is ability
resources available for consumers to use to consume things
what is current state of ability
consumers capability to actually engage in consumer changes based on current circumstances such as money
what is complexity of information
information overload (ex: 30 shampoo choices vs 5)
what is opportunity
the extent to which the presence/absence of external constraints restricts a given behavior
what are factors that are influencing opportunity
time
distractions
amount of information
repetition of information
control of information
what is internal information acquisition search?
searching through memory and trying to recall info that will help you make a decision
4 aspects that go into internal information search
- recall of brands
- recall of attributes
- recall of evaluations
- recall of experiences
what effects recall of brands?
- prototype
- brand preference
- brand familiarity
- retrieval cues
what is a prototype
the best example of a category that you will recall first
retrieval cues
seeing mascots or logos associated with a brand and immediately make us recall it
what is external search
searching from the environment to make a decision
what are 3 problems with internal and external search
- confirmation bias
- inhibition
- mood congruency effect
what is confirmation bias
we see what we want to see
what is inhibition
only paying attention/recalling information in small chunks which inhibits recall of other information
what is mood congruency effect
good mood = positive attribute
bad mood = negative attribute
information overload
considering options may lead consumers to make a bad decision by sticking to rules of thumbs
what are the three steps of information processing
- exposure
- attention
- perception
what is exposure
when stimulus is given / shown to consumers (factors under marketers vs consumers control)
what is attention
a person allocating part of their mental activity to a stimulus (selected, divided, limited)
what is proattentive processing
brain processing information even if we arent consciously paying attention to stimuli
what is the mere exposure effect
repeated exposure makes it easier to process the stimuli therefore a preference for it
what is perception
the process by which stimuli activates one of the 5 senses….noticing that stimulus exists in the first place
what is absolute threshold
the lowest level of stimulation required for us to detect nothing versus something
what are just noticeable differences
change in stimulus intensity required to result in the detection of a change
what is webers law
the stronger the initial stimulus, the greater the change required for the second stimulus to be seen as different
what is the formula for Weber’s law
change in stimulus intensity / initial stimulus intensity
short term memory
stays with you during decision process
long term memory
what we choose to store
declarative long term memory
knowledge about facts (ex: my age, where my house is)
2 types of declarative memory
- episodic (past experiences)
- semantic (knowledge about things)
procedural memory
how to do things / accomplish tasks
explicit memory
explicitly / consciously remember these memories like recall and recognition
implicit memory
consumers are not consciously aware that they remember this (like an ad they saw driving might not stick)
3 types of implicit memory
- free association (first word that comes to mind)
- fragment completion
- stem completion
4 ways to enhance memory
- chunking
- rehearsal
- recirculation
- elaboration
rehearsal
voluntarily trying to remember things like test materials or what to purchase at a store
recirculation
involuntarily by seeing repeated ads
schemas
set of associations linked together (ex: two concepts co occurring together)
spreading of activation
how marketers trigger us to activate that portion of our decision making (Ex: showing cute animals = recycle more )
priming
activation outside of conscious awareness (fastfood –> quickness. so display a McD logo and you think quick)
repositioning
changing schemas (facebook to meta
product crisis
protecting brand personality
retrieval
accessing info from semantic network
what does low effort decision making entail
fast, intuition based, feeling based, low involvement products, less risk
what is a heuristic
mental shortcuts that humans learn over time
representative heuristic
making a judgment by comparing the object to a belief (ad showing only men means the product is only for men )
availability heuristic
if its easy to recall then it must be true
normative tactics
choose the one others recommend
price tactics
choosing cheapest price
choice tactics
simple rules of thumb
hedonic products
consumed for fun, enjoyment, luxury
utilitarian products
consumed for a useful or practical purpose, achieve a goal
what do high effort decision making products entail to the consumer
slow, careful reasoning, high involvement products, fully engaged, effortful
what is the fishbien model
attitude prediction, measurement, and attitude change calculation
Ao in fishbien
what attributes do i want in a product
bi in fishbien
the brands i am looking at, to what extent do they possess the attribute i want
how do we shift consumers from high effort to low effort decision making?
- decrease mental resources available
- create cognitive load
- time pressure
cognitive load
mental effort required by consumers to process information
accessibility
what is accessible at that moment in that environment to the consumer
framing
principal of loss aversion (we want to avoid losses as much as possible)
mental accounting
when purchasing multiple things they may attribute each purchase to a different account
extreme aversion (the compromise effect)
when there are two extreme options they may prefer the middle option
operant conditioning
all behavior is a function of the reinforcements / punishments received in the past
post purchase dissonance
psychological discomfort or unease that consumers may experience after making a purchase decision. high amounts of dissonance would lead to regret
usually happens with high involvement products, with info overload, or if comparisons are present
disconfirmation theory
when expectations didnt match performance (either below or above)
performance > expectation
positive disconfirmation
performance < expectations
negative disconfirmation
performance = expectations
confirmation
attribution theory
people try to find reasons for what happens (stability, focus, controllability)
stability
is the reason for the bad outcome temporary or permaent
focus
is the reason for the bad outcome due to me or the marketer
controllability
does the marketer have control over the reason for the bad outcome
internal attribution
i myself am doing this good thing (ex: going to a non mandatory class)
external attribution
external force (ex: strict attendance policy will make you go to class)
mood lifting cue
products that you know will put you in a better mood
spontaneous affective emotion
emotion being triggered more for the consumer making them want to consume it more (ex: putting a cake in front of someone vs just showing them a picture)
self concept
the extent to which we believe we possess a set of attributes
licensing effect
if we engage in something virtuous, it boosts our self-confidence that associations of indulgence are more appealing (ex: going on a run means i can eat the cake
licensing condition
indulgence
control condition
less indulged
