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Consumer Behavior > terminology > Flashcards

terminology Flashcards

1
Q

New definition of marketting?

A

«Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.»

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2
Q

What is consumer behavior?

A

The study of the 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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3
Q

Determining factors of consumer behavior? Basic framework?

A

external factors;social and physical environment

(observable)

—>

internal factors;psychological and personal factors

(not observable)

—>

behavior

(observable)

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4
Q

What is system 1 and system 2?

A

System 1 ;

  • Fast, automatic
  • No effort
  • No sense of voluntary control
  • Uses heuristics
  • Very instinct
  • Little to no cognitive strain
  • Always active

System 2;

  • Slow Analytic,cognitive
  • Limited capacity
  • Allows us to construct hypotheses
  • Executes complex computations
  • Only human beings have a system 2 thinking cognitive strain characteristics
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5
Q

Three aproaches,models of consumer behavior?

A
  • Determing factors of consumer behavior
  • Types of buying decision
  • Consumer decision making process
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6
Q

Types of buying decisions?

A

Cognitive-Autamatic-Habitualized

High involvement-medium involvement-decisions not deliberately made

(car purchase)-(wine purchase)-(coffee purchase)

system2 <———————————————>system1

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7
Q

Phases in the consumer decision process?

A

prepurchase->purchase->postpurchase

information seeking->identifying alternatives->usage(complain,disposal,evaluation)

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8
Q

Variables of Market Segmentation?

A
  • Geographis
  • Demographics (age,gender,social class)
  • Behavioral (brand loyalty,context)
  • Psychographic (personality,lifestyle)
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9
Q

What is cognition?

A

Cognition: referring to the mental processes involved in gaining knowledge and *comprehension about the environment. *

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10
Q

What is perception?

A

Perception is the process by which physical sensations such as sights, sounds, and smells are selected, organized, and interpreted by our sense organs (ears, eyes, nose, mouth, skin). Through individual interpretation we assign meaning to them

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11
Q

Absolute threshold

A

the minimum amount of stimulation that can be detected on a sensory channel.

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12
Q

Differential threshold

A

the ability of a sensory system to detect changes or differences between two stimuli. The issue of when or if a change will be noticed is relevant to many marketing situations

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13
Q

sensory overload

A

exposed to too much information and are unable or unwilling to process all of the information at their disposal.

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14
Q

Perceptual Selectivity

A

Perceptual selectivity occurs when people attend to only a small portion of the stimuli that they are exposed to

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15
Q

Gestalt Psychology?

A

Gestalt psychology - people derive meaning from the totality of a set of stimuli rather than from any one individual stimuli. (bütüne odaklanmak)

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16
Q

Three principles of Gestalt Psychology

A
  1. Principle of closure - consumers tend to perceive an incomplete picture as complete, filling in the blanks based on previous experience.
  2. Principle of similarity - consumers tend to group together objects that share similar physical characteristics.
  3. Figure ground principle - where one part of the stimulus will dominate while others recede into the background.
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17
Q

Three basic components of a message?

A
  1. Lowest level - the object or the product that is the focus of the message.
  2. Middle level - the sign or the sensory image that represents the unintended meanings of the object.
  3. Top level - the interpretant or the meaning derived.
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18
Q

classical conditioning?

A

Classical conditioning occurs when a stimulus that naturally elicits a response (an UCS = unconditioned stimulus) is paired with another conditioned stimulus (=CS) that does not initially elicit this response. Over time the second stimulus (the conditioned stimulus) comes to elicit the response as well. pavlov’s experiment

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19
Q

Marketting application of conditioning?

A

adding emotions to brands(redbull)

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20
Q

Operant conditioning?

A

Operant (instrumental) conditioning occurs as the person learns to perform behaviors that produce positive outcomes and avoid those that result in negative outcomes.

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21
Q

Operant conditioning occurs in 3 ways?

A
  • Positive reinforcement - the right response is strengthened (f. ex. by a reward or compliment) and appropriate behavior is learned e.g. you receive compliments for wearing a dress
  • Negative reinforcement - a negative outcome due to a certain behavior can be avoided if the behavior pattern is being changed e.g. you are lonely because you do not use a dating platform
  • Punishment - a certain behavior is followed by unpleasant reactions, we learn to avoid a certain behavior e.g. a school kid gets mocked for wearing the “wrong” brand of clothes
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22
Q

Cognitive learning (internal mental process)

A

seeing someone else performing it and being rewarded for it.

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23
Q

Observational Learning

A

occurs when people what the actions of others and note the reinforcements they receive for their behaviors

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24
Q

Memory process?

A

encoding->storage->retrieval

information placed in memo>retained in memo>info stored is found as needed

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25
Q

How Storage of memory works?

A

sensory memory>

attention>

short-term memory>

elaborative(ayrıntılı) rehearsal>

long-term memory

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26
Q

Different theories to define the Self-concept?

A
  • Psychoanalytic theory: the self-concept is defined as the self-system inflicted with conflicts
  • ** Behavioral theory**: the self-concept is a set of responses to a stimulation 
  • Cognitive theory: the sell-concept is represented as being a conceptual system processing information about the self. This theory definitely denotes the self-concept as being an individual’s psychological functions
27
Q

Components of self-concept?

A
  • Self esteem
  • Real, public and ideal self
  • Multiple selves
28
Q

ideal, public, real self?

A
  • The ideal self-concept – The person you would like to be. “I want to be a successful marketing manager”
  • The public self-concept – The image you think people have on you. “I am perceived to be posh and arrogant”
  • The real self-concept – What you really think about yourself. “I am intelligent and smart”
29
Q

Self image congruence models ?

A

Consumers demonstrate consistency between their values and the items purchased. Self image congruence models predict that products will be chosen that have matching attributes with some aspect of the self, thus help to build the perceived self.

“Your are what you consume.”

30
Q

the extended self

A

When the use of products and settings used by consumers to define their social roles becomes part of their selves.

31
Q

Level of extended selves

A
  • Individual level – consumers include many personal possessions in the self definition (e.g. cars, clothing)
  • Family level – this part of the extended self includes a consumer’s residence and its furnishings.
  • Community level – includes the neighborhood or town the consumers belongs to.
  • Group level – the attachment to certain social groups can also be considered as part of the self.
32
Q

The big 5 aspect of personality

A
  1. extraversion; dısadönüklük,friednliness, action level
  2. agreeablenes; modesty, sympathy,morality
  3. conscientiousness; sorumluluk sahibi,self discipline
  4. neuroticism; duygusal dengesizlik,anger,depression
  5. openness to experience;intellect,liberalism
33
Q

Involvement;types of consumer decision making

A
34
Q

Motivation satisfies hedonic(hazsal) or utilitarian(faydacı) need.

What is hedonic and utilitarian needs?

A
  • Satisfying utilitarian needs implies that consumers emphasize the objective, tangible attributes of products e.g. fuel economy in a car.
  • Satisfying hedonic needs implies that consumers emphasize subjective and experiential aspects, e.g. self confidence, excitement, etc.
35
Q

Strenght of motivation comes from;

  • Biological drives
  • Learned drives

Explain these drives.

A
  • Biological: Drive theory (Triebtheorie) focuses on biological needs that produce unpleasant states of arousal, e.g. stomach rumbling when you are hungry. We are motivated to reduce the tension caused by such arousal.
  • Learned: Expectancy theory (Erwartungstheorie) suggests that behavior is largely governed by expectations of achieving desirable outcomes - positive incentives rather than pushed from within
36
Q

Biogenic needs

A

Biogenic needs - people are born with a need for certain elements necessary to maintain life. (e.g. hunger/food, thirst/liquids, shelter/home, etc.)

37
Q

Psychogenic needs

A

Psychogenic needs - are acquired in the process of becoming a member of a culture, e.g. status, power, affiliation, etc.

38
Q

Positively valued goals;motivated to approach the goal

Avoiding negative goals ; avoiding a negative outcome

What can be the possible relations between motivation and goal relation?

A

approach - aproach(eating burger because you like it)

approach-avoidence(want to eat burger but do not want to gain weight)

avoidence-avoidence?

39
Q

Maslow’s Hierarchy of Needs

and

Tromssdorffs approach

A
40
Q

Involvement framework

A
41
Q

Functional Theory of attitudes;

  • utilitarian
  • ego defensive
  • value expressive
  • knowledge

Define them

A
  • Utilitarian function - related to the basic principles of reward and punishment.
  • Value expressive function - attitudes that express the consumers’ central values or self concept.
  • Ego defensive function - formed to protect consumers from external threats or internal feelings.
  • Knowledge function - attitudes formed as the result of a need for order, structure, or meaning.
42
Q

The ABC model

A
  • Affect(feeling) - how a consumer feels about an attitude object.
  • Behavior(doing) - the consumer’s intention to do something with regard to an attitude object.
  • Cognition(knowing) - the beliefs a consumer has about an attitude object.

The model emphasizes the interrelationships between knowing, feeling, and doing

43
Q

Three hierarchies of effects

A
44
Q

Levels of commitment to an attitude

  • compliance
  • identification
  • internalization
A
  • Lowest level: compliance. This attitude is formed as it helps in gaining rewards or avoiding punishments.
  • ** Identification** - formation of attitudes in order for the consumer to be similar to another person.
  • Highest level: internalization - deep seated attitudes which become part of a consumer’s value system.
45
Q

Attitude Building;

Balance Theory

A

Balance theory - considers relations among elements a consumer might perceive as belonging together. This perspective involves relations among three elements (the triad):

  • A person and his/her perceptions.
  • An attitude object.
  • Some other person or object.

The theory specifies that consumers desire relations among elements in the triad to be harmonious or balanced.

46
Q

Multi attribition model elements?

A
  • Attributes - characteristics that consumers consider when evaluating the attitude object.
    e. g. brand, warranty, service, design, safety, price, etc.
  • Beliefs - cognitions about the specific attitude object.
    e. g. “Sony products are high- quality”
  • Importance weights - these reflect the relative priority of an attribute to the consumer.
    e. g. “Quality is a crucial attribute for me”, “I want cheap products”
47
Q

Theory of Reasoned Action (TRA)

or

the extended Fishbein model

A
  • ** Intentions versus behavior** - the theory of reasoned action aims to measure behavioral intentions, recognizing that certain uncontrollable factors inhibit prediction of actual behavior.
  • Social pressure - the power of other people in influencing behavior. The subjective norm was added to include the effects of what we believe other people think we should do.
  • Attitude towards buying - focusing on the perceived consequences of a purchase.
48
Q

Obstacles to predict behavior

A

Difference between “stated” preferences and actual preferences

  • Time between measurement of attitudes and behavior
  • Outcomes beyond consumers’ control
  • Behavior is not always intentional
  • Measures of attitude often do not really correspond to the behavior they are supposed to predict
49
Q

Attitudes in behavioral science;

AB Hypothesis

BA Hypothesis

A
50
Q

How to change attitudes?

A
  • Reciprocity (karsilikli davranis)
  • Shortage (eksiklik)
  • Authority
  • Coherence (tutarlilik,uygunluk)
  • Favor
  • Consensus (fikir birligi)
51
Q

Persuasion

A

Persuasion(ikna) = process aimed at creating, intensify, or modifying a person’s (or a group’s) attitude or behavior toward some event, idea, object, or other person(s), by using communication initiatives to convey information, feelings, or reasoning, or a combination of them.

52
Q

Basic Framework of Persuasion

A
53
Q

Source of a message is important for persuasion to be successful.

Important source characteristic should be;

A
  • Credibility
  • Attractiveness

Note; source bias can weaken a consumer’s beliefs about a product’s attributes(nitelik).

54
Q

Credibility of the source comes from its;

  • perceived expertise
  • objectivity
  • trustworthiness

So what are the methods to enhance credibility?

A
  • Using celebrities as credible sources
  • Using visuals of attractive people.
  • The sleeper effect - a subject of debate. Over time obnoxious(çirkinlik) or disliked sources seem to get erased (i.e. Paris Hilton). (bir süre sonra insanlarin low credibility ya da high credibility sourcedan birsey duymalari arasinda bir fark olmadigini ileri suruyor bunun sebebi olarak high credibility source a da uzunca sure maruz kalinca etkisini kaybetmesinden kaynaklaniyor diyor.)
55
Q

Attractiveness of the source

“perceived social value”

depends on person’s;

A
  • physical appearance
  • personality,
  • social status, or
  • similarity to the receiver.
    To enhance it;
  • using celebrities and
  • attractive people’s visuals
56
Q

Characteristic of the message “the way how we say it” is also important in persuasion.

A
  • How the message is conveyed - words or pictures

​ ****Visual stimuli suitable to create emotional responses Images less suitable to transfer fact based information Verbal statements suitable in high involvement settings.

  • How often should the message be put across
  • Should a conclusion be drawn?
  • Should both sides of an argument be given?
  • Is it effective to make an explicit comparison with a competitor’s products?
57
Q

“the elaboration(ayrıntılandırma) likelihood model”

ELM Model

What is said, how it is said …

A

Elaboration likelihood model (ELM): assumes that once a consumer receives a message they begin to process it. Under conditions of high involvement, the consumer takes the central route (systematic processing) to persuasion. Under conditions of low involvement, a peripheral route (çevresel) is taken instead.

Note;depending on consumers involvement level the same communications variable can be both a central and peripheral cue, depending on its relation to the attitude object.

58
Q

ELM Model

systematic vs peripheral route

A

Attitudes through systematic processing are more sustainable and more «resistant» than those formed taken the peripheral route.

59
Q

ELM;

Systematic processing of persuasive communications

A
  1. attending the message
  2. comprehending it
  3. reacting to message
  4. accepting it
60
Q

Cognitive dissonance

(algısal uyumsuzluk)

How to reduce it?

A
  • Elimination: Avoiding of information, depreciating of sources, reducing of relevance
  • Addition: actively seeking after supporting arguments (credibility, relevance, etc.)
  • Substitution: focus on positive elements, removing of negative elements
  • Change of intent: reframing of objectives/intentions, «actually, THAT is what I always wanted»
  • Denial: outside influence, denial of responsibility
  • Revise: Revision behavior
61
Q

Rational Choice Theory (ies)

are about optimizing utility

A
62
Q

Marketers attempt to create:

primary demand

secondary demand

A
  • primary demand: encouraging consumers to use products regardless of the brand they choose
  • secondary demand: encouraging consumers to prefer one brand over another.
63
Q

Framing

A

Framing effect is an example of cognitive bias, in which people react differently to a particular choice depending on whether it is presented as a loss or as a gain. ,

People tend to avoid risk when a positive frame is presented but

Seek risks when a negative frame is presented.

Note; Attribute framing: in high involvement settings people tend to react stronger to negatively framed messages. In low involvement settings attributes are only weakly recognized and **positively framed messages tend to work better. **

64
Q

week 10 ders notlarından calıs

A

Consumer Behavior (1 decks)

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