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Consumer Behavior > Session 2: Managing Consumer Experience > Flashcards

Session 2: Managing Consumer Experience Flashcards

1
Q

What is consumer behavior?

A

Processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires

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2
Q

Pre-consumption

A

How consumers decide to purchase (search, pre-planning)

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3
Q

Acquisition and Consumption:

A

How they acquire and consume

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4
Q

Post Consumption:

A

How they feel and what they do with the products afterwards (disposal)

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5
Q

What happens during the acquisition and Purchase Stage

A
  1. How to pay (payment method)
  2. For whom do they buy?
  3. When to buy –> wait for upgrade? Daily vs every week?
    Sequential vs simultaneous choice
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6
Q

Hilton Recreation of Consumer Experience through Digital Transformation

A
  1. Personalized content and imagery that reflects your upcoming trip
  2. Choose your room
  3. Choose any extras
  4. Digital Key
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7
Q

Who seems to enjoy their stay at the hotel more? Leisure vs non-leisure travelers? Long vs short booking window?

A

Longer booking window makes leisure travelers more satisfied with their hotel stay but not for non-leisure travelers

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8
Q

What is the main question in the pre-consumption stage?

A

How to transform the normally boring physical wiat into something fun and anticipatory?

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9
Q

How to manage the physical wait?

A

A sense of festivity of an enjoyable service experience can begin in the wait line if the wait period is creatively incorporated into the entire service experience.

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10
Q

What is an example of managing the physical wait?

A
  • Universal Studio’s Simpsons Ride – its wait line becomes part of the attraction vs. Ordinary Service Operations Solution (Distraction with music or a TV screen)
  • The wait line is designed for guests to watch the preshow clips featuring the simpsons in multiple steps of waiting rooms
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11
Q

Maximizing Anticipation after Reservations or Purchase Decision (pre-consumption) - Viking River Cruise

A

Send periodical emails – with a link to videos of phrases to be used in different countries along the cruise

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12
Q

Maximizing Anticipation after Reservations or Purchase Decision (pre-consumption) - BMW

A

Tracking Your BMW Car Crossing the Atlantic

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13
Q

Maximizing Anticipation after Reservations or Purchase Decision (pre-consumption) - Starbucks

A

The Starbucks Reserve Roastery and Tasting Room

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14
Q

Maximizing Anticipation after Reservations or Purchase Decision (pre-consumption) - Walt Disney Resort

A
  • Days to Go
  • Provide amenities (Fast Pass)
  • Almost time - flight arrivals
  • Remember to bring items
  • Welcome Package
  • Disney’s Magic Band technology and My Magic Plus
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15
Q

Disney’s Magic Band technology and My Magic Plus

A
  • Reduce critical friction areas such as waiting time and frustration
  • Preplan your Disney experience and identify specific times to experience various rides and events in the park
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16
Q

What can be interpreted on the consumption stage?

A
  • By gaining data and insight into how people flow throughout the park, food, employees, and services can be located appropriately, reducing even more friction.” (Lemon and Verhoef (2016)
  • Develop new ideas orchestrate new experiences!
17
Q

Why care about consumers experience?

A
  1. Limitations (correct use, discover problems)

2. Opportunities (understanding symbolic relationships, improve offering, expand product line, discover new uses)

18
Q

Examples of consumer experiences with limitations

A
  1. Cascade - Dishwasher detergent tablets came packaged individually in plastic –> A plastic container with a flip-open lid (no individual wrap)
  2. Johnson’s baby powder removes the shine off your face caused by humidity –> developed a compact holder for the talcum powder, complete with mirror and powder puff
19
Q

How much do people consume?

A
  • Depends on consumption rate, how much is left

e. g., filling the scoop to the brim or filling it less? Developed individual packets with pre-made dosage

20
Q

What should occur during post consumption stage?

A
  1. Managing consumers’ memory to be favorable
  2. Managing consumers’ word-of-mouth
  3. Dealing with buyers’ remorse
  4. Reselling products or “re-gifting”
  5. How you recycle products

Consumer Behavior (16 decks)

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