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MKT 333 > Test 1 MKT 333 > Flashcards

Test 1 MKT 333 Flashcards

1
Q

What is CB?

A

Consumer behavior reflect the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, experiences, people, and ideas by (human) decision-making units (over time).

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2
Q

What does CB cover?

A

decisions -> acquisition -> consumption -> disposition -> goods -> services -> activities -> experiences -> people -> ideas -> humans -> over time

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3
Q

Why should we care about CB?

A

Learn what makes consumers “tick.” How to influence others and change their behaviors. Learn how to be more persuasive in real-life situations. Learn why you do the things you do and how to improve your own decision making abilities

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4
Q

What does CB impact?

A

Market segmentation, target marketing, positioning, product development, advertising, promotion, pricing, distribution, satisfaction, and loyalty

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5
Q

What does studying CB entail?

A

The study of human responses to products and services, and the marketing of those products and services.

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6
Q

Why are consumers complicated?

A

Because no one is the same, everyone has different experiences and thoughts and respond differently to different things

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7
Q

How do consumers respond to products and/or services?

A

They respond by having affect (feelings), cognitions (thoughts), and behavior (actions). A response of “gross” is affect. A response of “easy” is cognition.

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8
Q

Why research consumer behavior?

A

To be able to anticipate what people want want and need before they know what they want and need so that we can market to those things

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9
Q

Methods of studying CB

A

More than just intuition or anecdotal evidence, have to combine that with scientific research and analysis. Methods: Observations, experiments, surveys, focus groups, interviews, diaries/panels

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10
Q

Strengths/weaknesses of survey

A

strengths: bang for buck, clean data, external validity (generalizability, if done right, can take results and assume across US). Negatives: wording bias, wrong Q’s, low honesty, realism, internal validity (causality, don’t know why one thing affects another)

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11
Q

Strengths/weaknesses of focus groups

A

strengths: verbal and non-verbal reaction, realism, control/fluidity of Q’s. Group dynamic can be good or bad (can influence people either way). Negatives: external validity (small group), expensive/time consuming, moderator is very influential, internal validity

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12
Q

Strengths/weaknesses of observation

A

strengths: honest as it gets/true behaviors, realism. Negatives: expensive, internal validity, external validity, lens (can see what they do but may interpret it wrong), hawthorne effect (people act different when being watched)

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13
Q

Strengths/weaknesses of interview

A

strengths: verbal and non-verbal communication, depth interview, control, realism. Negatives: influence of interviewer, small sample size (threat to external validity), internal validity, sample selection

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14
Q

Strengths/weaknesses of experiments

A

(bread and butter of CB). strengths: internal validity (best way! know B happened because of A). Negatives: unrealistic, external validity, be very detailed

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15
Q

What influences CB?

A

Individual (internal) variables: interests, values, beliefs, emotions. Situational (external) variables: product-variety, price-value, promotion-media, place-channel

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16
Q

What is exposure?

A

the process by which individuals come into contact with a stimulus

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17
Q

What influences exposure?

A

Many things: our own filtering, placement, gender, age, what channel we’re watching, pop-up blockers. People get 5000 messages everyday, but our filters block out much of it.

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18
Q

Why study exposure?

A

Exposure is the very first interaction you have with a customer. If you miss with exposure, you miss out on the sale. If you advertise with no exposure, its a waste of money. We need to understand the habits and behaviors of our target audience to know how to best reach them.

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19
Q

What is attention?

A

The process by which an individual devotes mental activity to a stimulus

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20
Q

Elements of attention

A

Selective (pay attention to certain sources, exclude others) can be divided (brings down the quality of the attention paid), limited (it is impossible to pay attention to every stimulus)

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21
Q

Attention tests

A

Moon-walking bear, door-changing are examples of change blindness. Our intuition says we’d notice the change, but that intuition is wrong. 50% of people don’t notice change

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22
Q

How to improve attention

A
  1. Make stimuli personally relevant (appeal to needs, values & emotions; use spokespeople similar to audience) 2. Make stimuli pleasant (attractive spokespeople, music, humor) 3. Make stimuli surprising (novelty, unexpectedness, make consumers think) 4. Make stimuli easy to process (increase prominence, increase contrast, minimize competition)
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23
Q

Attention limitations

A

Do not want to reach sensory overload, where arousal is to the point where consumers can no longer process the message. In general, people can only pay attention to 7 +/- 2 pieces of information to make it into memory. People are cognitive misers, by nature we would rather not think, so its better to have easy to understand stimuli

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24
Q

What is perception?

A

the process by which incoming stimuli are registered by sensory receptors

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25
Q

Attention and 5 senses

A

We perceive things through our senses. Seeing food can make us physically hungrier

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26
Q

Attention thresholds

A

Absolute threshold: the minimum level of stimulation needed for a stimulus to be perceived. Differential threshold: intensity difference needed between 2 stimuli before individuals can perceive that they are different, or the “Just noticeable difference,”or JND

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27
Q

Weber’s Law

A

The stronger the initial stimulus, the greater additional intensity needed for the second stimulus to be perceived as different. K = change in intensity / base intensity. The threshold perception (K) is .10. So over .10 you notice change, under it you don’t

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28
Q

Implications of attention

A

We have to cross the differential threshold so that people will notice our product or notice the change in the product. On the flip side, if we are taking product out of good, make it under differential threshold so people don’t notice.

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29
Q

Selective perception

A

To make sense of stimuli, we select, organize, and interpret them into a meaningful and coherent “picture” of the world. We tend to perceive things based more on our beliefs than as they really are… and respond accordingly. Perception involves thresholds, perception is selective, and can be biased.

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30
Q

What is knowledge content?

A

The information that is already in memory. We store knowledge about brands, companies, product categories, stores, ads, people, etc.

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31
Q

What is knowledge structure?

A

The way in which knowledge is organized. Consumers store knowledge in categories

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32
Q

What is categorization?

A

Occurs when we use prior knowledge to label, identify, and classify something new

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33
Q

Categorization methods

A

We go down the line of what we know. For Coke, we start at the superordinate level of beverages, then the basic level of soft drinks, then the subordinate level of diet/non-diet, then category/members/exemplars/prototypes of diet coke, then features/associations of lime diet coke or something. We didn’t know how to categorize iPad until the term tablet came out

34
Q

Types of perceptual distortions

A

Irrelevant cues, Halo effect, False inferences

35
Q

Irrelevant cues

A

when required to perform difficult perceptual judgment, consumers tend to rely on irrelevant info. 3 main cues are physical appearance (make attributions about qualities of object based on appearance), source credibility (respected sources get additional perceptual weight even if not representing their area of credibility), repetition (as repetition increases, consumers are more likely to believe what isn’t true

36
Q

Halo effect

A

a generalized impression (either favorable or unfavorable) is extended to the interpretation of non-relevant stimuli. “The iPod is amazing, so Apple’s other products must be too”

37
Q

False inferences

A

pragmatic inferences (“Brand X pills may relieve pain.” “may” is interpreted as usually). Affirmation of the consequent (“Women who look younger use Oil of Olay” is interpreted by consumers as “Women who use Oil of Olay look younger.) Juxtaposition of imperatives or piecemeal info (“Brand X has more headroom than Mercedes, more leg room that Cadillac, etc. we interpret that as its better than all of those brands.) Comparison omission (“Brand X gasoline gives you greater gas mileage” they dont compare it to anything so we fill in the blanks.

38
Q

Schemas

A

Marketers strive to build strong associations and knowledge structures in consumers’ minds so that brands are activated when related concepts are activated

39
Q

Types of memory

A

Sensory, Long term (LTM), short term (STM)

40
Q

Sensory memory

A

Sensory experiences stored temporarily in memory, a very short lived memory. Echoic memory is the very brief memory for things we hear (can repeat back within 10 seconds). Iconic memory is a very brief memory for the things we see. If these are relevant, sensory experience may enter STM

41
Q

Short term memory (STM)

A

Portion of memory where incoming info is encoded and interpreted in light of existing knowledge. It is where most info processing takes place, is limited, and is short lived. If something matters, we move it to LTM

42
Q

Long-term memory (LTM)

A

The part of memory info is placed for later use; permanently stored knowledge. Autobiographical (episodic) memory is knowledge about ourselves and our personal experiences (past experiences, emotions, sensations). Semantic memory is general knowledge about an entity or everything else besides our experiences. Detached from specific episodes, like knowledge about product categories.

43
Q

Associative networks

A

When we remember things around an event or stimuli to help us remember it. (I had this for dinner sunday because I was at my friend’s for the Super Bowl)

44
Q

Improving memory

A

Chunking (break info into manageable chunks; 1-800-safeauto) Rehearsal (actively reviewing info to remember it; notecards) Recirculation (info is remembered via simple repetition and is repeating outside of us or happens to us; commercial jingle) Elaboration (transferring info into LTM; relating info to experiences)

45
Q

Why memory fails

A

7 sins of memory: transience, absent-mindedness, blocking, misattribution, suggestibility, bias, persistence

46
Q

Transience

A

memory for facts and events typically become less accessible over time if they are not retrieved or rehearsed. “If you don’t use it, you lose it.”

47
Q

Absent-mindedness

A

Forgetting that occurs because insufficient attention is devoted to a stimulus at the time of encoding or retrieval. Not being able to remember someone’s name

48
Q

Blocking

A

when information has been properly encoded and has not been lost, but it is temporarily inaccessible. “Tip of the tongue” phenomenon

49
Q

Misattribution

A

some sort of memory is present, but it is misattributed to an incorrect time, place, or person. 1. People may correctly remember an item or fact, but misattribute it to an incorrect source (say this person said this, but actually another person.) 2. People may misattribute a spontaneous idea or thought to their own imagination, when they are really retrieving it (without awareness) from a prior experience (cryptomnesia). 3. People falsely recall or recognize items or events that never happened.

50
Q

Suggestibility

A

Illusory memory that occurs in response to suggestions that are made when one is attempting to recall an experience that may or may not have occurred. Refers to the tendency to incorporate info provided by others into one’s own recollections.

51
Q

Bias

A

Memories of past experiences may be colored by present mood and emotional state. Bias refers to the distorting influences of present knowledge, beliefs, and feelings on recollections of previous experiences. Recollections tend to exaggerate the consistency between their past and present attitudes.

52
Q

Persistence

A

remembering a fact that one would prefer to forget

53
Q

What do we store in memory?

A

We store information (beliefs), these are knowledge and inferences that a consumer has about an object, is fact oriented (not positive or negative, just is). We also store information + valence (attitudes)

54
Q

Types of beliefs

A
  1. descriptive (formed from senses, first-hand experience; i.e. wool does not feel like cotton). 2. informational (comes form second-hand knowledge, what we read, hear). 3. Inferential (we go beyond the info provided and make judgments; i.e. we might infer salary or success from someone’s clothes.)
55
Q

Inferences from prior knowledge

A

We attempt to create a coherent picture of reality using prior knowledge. These inferences can be incorrect through irrelevant cues, halo effects, and more. Whatever we use to fill in missing info influences subsequent info interpretation (garbage in- garbage out)

56
Q

What are attitudes?

A

When beliefs carry valence and are evaluative, they are attitudes. They are relatively global and enduring. The amount of affect (emotion) towards a stimulus. “I prefer Coke Zero to Diet Coke”

57
Q

Dimensions of attitudes

A

Favorability, salience (accessibility), strength (confidence), persistence, resistance

58
Q

Favorability

A

the degree to which we like or dislike something

59
Q

Salience (accessibility)

A

how easily and attitude can be remembered

60
Q

Strength (confidence)

A

How strongly an attitude is held

61
Q

Persistence

A

how long an attitude lasts

62
Q

Resistance

A

how difficult it is to change an attitude. “I like Borat no matter what anyone else says.”

63
Q

needs and attitudes

A

When we have a problem or need, we tap into our beliefs and attitudes to help us resolve it. For routine problems, we have “automatic” responses. Beliefs and attitudes stem from needs.

64
Q

Types and structure of needs

A

functional, symoblic, hedonic, cognitive, emotional. These can all overlap eachother

65
Q

Functional needs

A

needs that motivate the search for offerings that solve consumption related problems. i.e. filling up your car with gas

66
Q

Symbolic needs

A

needs that relate to how we perceive ourselves and how we are perceived by others. i.e. wearing a designer brand.

67
Q

Hedonic needs

A

needs that relate to sensory pleasure. i.e. indulging in pleasurable things, like food (or dirtier things)

68
Q

Cognitive

A

needs for mental stimulation. i.e. participating in mentally taxing activities (chess)

69
Q

Emotional

A

needs for emotional stimulation. i.e. watching really scary movies or extremely sad movies

70
Q

What drives needs?

A

Maslow’s structure of needs. Physiological -> safety -> social/love -> Egoistic/esteem -> self-actualization. They can be internally or externally driven. Internal = hungry/thirsty, comes from within. External = outside influences

71
Q

What happens when needs conflict?

A
  1. Approach-avoidance conflict (wanting to engage in a certain behavior, but also wanting to avoid it. i.e. eating ice cream on a diet) 2. Approach-approach conflict (choosing between 2 equally attractive options that fulfill different needs.) 3. Avoidance-avoidance conflict (choosing between 2 equally unattractive options. i.e. radiation vs. chemotherapy)
72
Q

What is motivation

A

an inner state of arousal that leads to goal-directed behavior

73
Q

Why does motivation matter?

A

Motivated customers are ready and willing to engage in goal-directed activities to achieve a desired state. Sometimes we have to resolve the conflict among needs by thinking about the possible outcomes associated with pursuing different goals.

74
Q

Dimensions of motivation?

A

Components are: 1. Effort (how much energy you will expend forming an attitude or pursuing a goal. Also referred to as involvement or felt involvement). 2. Direction (the path you choose to achieve the goal. Where you look and what you do to obtain the goal. Influenced by ability and opportunity.) MAO = motivation, ability, opportunity

75
Q

What is involvement

A
  1. Enduring (we may always put energy into some decisions (stable); i.e. a vegetarian constantly puts off eating meat) 2. Situational (we may only be motivated to expend energy in certain situations (temporary)
76
Q

How enduring is involvement

A

It depends on how much energy we are willing to put into something. Can be enduring or situational

77
Q

Enhancing involvement

A

Personal relevance makes us the most involved

78
Q

Risk and involvement

A

The higher the risk, the higher the involvement. Because high risk is uncomfortable, many consumers attempt to reduce risk by gathering more info.

79
Q

Types of consumer risk

A
  1. performance (uncertainty about whether or not the product will perform as expected) 2. financial (the extent to which buying or using an offering has the potential to create financial harm) 3. Safety (the potential harm a product or service might pose to one’s safety) 4. Social (the potential harm to one’s social standing that may result from buying or using an offering). 5. Psychological (the extent to which buying or using an offering can create negative emotions or harm one’s sense of self) 5. Time (uncertainty over the length of time consumers must invest in buying or using an offering)
80
Q

Role of ability in consumption

A

You may be motivated, but can you actually achieve the outcome? Need to have product knowledge, experience, cognitive capacity, complexity of information, information ambiguity, and especially money.

81
Q

Role of opportunity in consumption

A

Time (dont have time to go buy it), distraction, legal constraints (something is illegal, can’t buy it)

MKT 333 (1 decks)

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