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Consumer Behavior > Test 2 > Flashcards

Test 2 Flashcards

1
Q

Personality

A

The totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment.

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2
Q

Personality Qualities (4)

A
  • Unique to an individual
  • Can be conceptualized as a combination of specific traits or characteristics
  • Traits are relatively stable and interact with situations to influence behavior
  • Specific behaviors can vary across time
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3
Q

Psychoanalytic Approach

A

Id, Ego, Superego

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4
Q

Motivational Research Era

A

Researchers utilized tools such as depth interviews and focus groups to improve their understanding of inner motives and needs.

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5
Q

Trait

A

A distinguishable characteristic that describes one’s tendency to act in a relatively consistent manner.

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6
Q

Important Traits Studied (5)

A
  • Value Consciousness
  • Materialism
  • Innovativeness
  • Complaint Proneness
  • Competitiveness
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7
Q

Five-Factor Model

A
  • Extroversion
  • Agreeableness
  • Openness to Experience
  • Stability
  • Conscientiousness
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8
Q

Hierarchical Approaches

A

Begin with the assumption that personality traits exist at varying levels of abstraction. Broken down into specific and broad traits.

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9
Q

Specific Traits

A

tendencies to behave in very well-defined situations

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10
Q

Broad traits

A

behaviors that are performed across many different situations

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11
Q

Personology Approach

A

Combines information on traits, goals, and consumer lifestories to gain a better understanding of personality.

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12
Q

Ways to Describe Consumer/Brand Relationships (6)

A
  • Love and Passion
  • Self-Connection
  • Commitment
  • Interdependence
  • Intimacy
  • Brand Partner Quality
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13
Q

Lifestyles

A
  • Refer to the ways consumers live and spend their time and money
  • Useful in identifying viable market segments
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14
Q

Demographics

A

Observable, statistical aspects of populations such as age, gender, or income.

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15
Q

Psychographics

A
  • Refers to the way consumer lifestyles are measured

- AIO statements: activities, interests, opinions

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16
Q

Examples of Lifestyle Segments (5)

A
  • Home-loving
  • Idealistic
  • Autonomous
  • Hedonistic
  • Conservative
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17
Q

Baby Boomer Segment

A
  • Born in US between 1945 and 1964
  • Upbeat Enjoyers
  • Insecure
  • Threatened Activities
  • Financial Positives
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18
Q

VALS

A
  • Values and Lifestyles

- Classifies consumers into eight segments based on: (1) resources available (2) primary motivations

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19
Q

Self-Concept

A

Refers to the totality of thoughts and feelings that an individual has about him or her self

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20
Q

6 Types of Self-Concepts

A
  • Actual Self
  • Ideal Self
  • Social Self
  • Ideal Social Self
  • Possible Self
  • Extended Self
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21
Q

Self-Esteem

A

Refers to the positivity of an individual’s self-concept

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22
Q

Self-Congruency Theory

A

Proposes that much of consumer behavior can be explained by the congruence (match) between a consumer’s self-concept and the image of typical users of a focal product.

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23
Q

Attitudes

A

Relatively enduring overall evaluations of objects, products, services, issues, or people.

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24
Q

ABC Approach to Attitudes

A
  • Affect
  • Behavior
  • Cognition
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25
Q

Functions of Consumer Attitudes (4)

A
  • Utilitarian
  • Knowledge
  • Value-expressive
  • Ego-defensive
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26
Q

Utilitarian

A

Attitudes are used as a method to obtain rewards and to minimize punishment

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27
Q

Knowledge

A

Allows consumers to simplify their decision making processes

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28
Q

Value-expressive

A

Enables consumers to express their core values, self-concept, and beliefs to others

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29
Q

Ego-defensive

A

Works as defense mechanisms for consumers to avoid facts or to defend themselves from their own low self-concept

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30
Q

Behavioral Intentions Model (4)

A
  • Belief that performing behavior will lead to consequence
  • Evaluation of the consequence of performing the behavior
  • Normative belief that a reference group or person believes consumer should perform behavior
  • Motivation to comply with the beliefs of reference group or person
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31
Q

Factors that weaken attitude-behavior relationship (4)

A
  • Time
  • Specificity of attitude measured
  • Environment
  • Impulse situations
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32
Q

Theory of Planned Action

A

Expands on the behavioral intentions (Reasoned Action) by including a perceived control component

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33
Q

2 Misc. Attitude Components

A
  • Attitude towards the ad

- Attitude tracking

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34
Q

Persuasion

A

Refers to specific attempts to change attitudes

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35
Q

Persuasion Techniques (5)

A
  • ATO approach
  • Behavioral influence approach
  • Elaboration Likelihood Model
  • Balance Theory approach
  • Social Judgement Theory approach
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36
Q

ATO (attitude-toward-object) Model (3)

A
  1. Change beliefs
  2. Add beliefs about new attributes
  3. Change evaluations
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37
Q

Elaboration Likelihood Model (ELM)

A

Communication leads to attention and comprehension, which leads to a central or peripheral route

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38
Q

Central route of the ELM

A
  1. High-Involvement Processing
  2. Cognitive Responses
  3. Belief and Attitude Change
  4. Behavior Change
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39
Q

Peripheral Route of the ELM

A
  1. Low-Involvement Processing
  2. Belief Change
  3. Behavior Change
  4. Attitude Change
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40
Q

Balance Theory

A

Equal triangular balance between:

  • Observer
  • Person
  • Object
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41
Q

Message Effects

A

The appeal of a message and its construction

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42
Q

Source Effects

A

Characteristics of the person or character delivering a message

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43
Q

Basic Communication Model

A
  1. Source (encoding)
  2. Message
  3. Medium
  4. Receiver (decoding)
    - Then receiver sends feedback to source
    - Noise throughout
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44
Q

Message Appeal

A
  • Sex
  • Humor
  • Fear
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45
Q

Source effects

A
  • Credibility
  • Attractiveness
  • Likeability
  • Meaningfulness
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46
Q

Match-up hypothesis

A

A source feature is most effective when it is matched with relevant products

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47
Q

Culture

A

Commonly held societal beliefs that define what is socially gratifying

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48
Q

Hierarchy of Culture

A
  1. National Culture
  2. Ethnic Culture
  3. Regional Culture
  4. Generational Culture
  5. University Culture
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49
Q

Cultural Norm

A

Rule that specifies the appropriate behavior in a given situation within a specific culture

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50
Q

Cultural Sanction

A

Penalty associated with performing a non-gratifying or culturally inconsistent behavior

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51
Q

Dimensions of cultural values (5) (CSVs)

A
  • Individualism
  • Masculinity
  • Power Distance
  • Uncertainty Avoidance
  • Long-Term Orientation
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52
Q

Cultural Distance

A

Represents how disparate one nation is from another in terms of their cultural values (CSV)

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53
Q

Quartet of Institutions

A
  • Church
  • School
  • Family
  • Media
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54
Q

How is culture learned? (3)

A
  • Socialization
  • Enculturation
  • Acculturation
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55
Q

Shaping

A

Consumers’ behaviors slowly adapt to a culture through a series of rewards and sanctions

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56
Q

Modeling

A

A process of imitating others’ behavior

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57
Q

Verbal Communication

A

The transfer of information through either the literal spoken or written word

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58
Q

Nonverbal Communication

A

Communication not involving the literal spoken or written word

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59
Q

Translational Equivalence

A

Exists when two phrases share the same precise meaning in two different cultures

60
Q

Metric equivalence

A

The state in which consumers are shown to use numbers to represent quantities the same way across cultures

61
Q

BRIC Markets

A

Brazil, Russia, India, and China

62
Q

Chindia

A

Refers to the combined market and business potential of China and India

63
Q

Glocalization

A

Represents the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local.

64
Q

Reference Group

A

A group of individuals who has significant relevance for a consumer and who impacts the consumer’s evaluations, aspirations, and behavior.

65
Q

Group Influence

A

Refers to the ways in which group members influence the attitudes, opinions, and behaviors of others within the group.

66
Q

Traits of Group Members (4)

A
  • Share common goals and interests
  • Communicate with, and influence, one another
  • Share a set of expectations, rules, and roles
  • View themselves as members of a common social unit
67
Q

Types of Groups (8)

A
  • Primary
  • Secondary
  • Formal
  • Informal
  • Aspirational
  • Dissociative
  • Associative
  • Brand Community
68
Q

Peer Pressure

A

The extent to which group members feel pressure to behave in accordance with group expectations

69
Q

Conformity

A

A result of group influence in which an individual yields to the attitudes and behavior of others.

70
Q

Types of Social Power (5)

A
  • Referent Power
  • Legitimate Power
  • Expert Power
  • Reward Power
  • Coercive Power
71
Q

Referent Power

A

A consumer admires the qualities of a group and emulates their behavior as a way to identify with the group

72
Q

Legitimate Power

A

Specific agreements are made regarding group membership and the punishment for nonconformity is understood

73
Q

Expert Power

A

Groups possesses knowledge that members, or aspirant members, desire to gain

74
Q

Reward Power

A

A group has the power to reward members for various behaviors

75
Q

Coercive Power

A

A group has the power to sanction members for failing to follow expectations or rules

76
Q

3 Types of Reference Group Influences

A
  • Informational Influence
  • Utilitarian Influence
  • Value-Expressive Influence
77
Q

Informational Influence

A

Consumers use the behaviors and attitudes of reference groups as information into making their own decisions.

78
Q

Utilitarian Influence

A

Consumers conform to group expectations to receive a reward or avoid punishment.

79
Q

Value-Expressive Influence

A

Consumers internalize a group’s values or join groups to express their own values and beliefs

80
Q

Utilitarian Value

A

Group membership becomes a means to a valued end state

81
Q

Hedonic Value

A

Value is an end in and of itself

82
Q

Word-Of-Mouth (WOM)

A

Information about products, services, and experience that is transmitted from consumer to consumer

83
Q

Buzz Marketing (3)

A
  • Includes marketing efforts that focus on generating excitement that is spread from consumer to consumer
  • A form of guerilla marketing
  • A type of Viral Marketing
84
Q

Guerilla Marketing

A

The marketing of a product using unconventional means

85
Q

Viral Marketing

A

Uses online technologies to facilitate WOM by having consumers spread marketing messages through their online conversations

86
Q

Stealth Marketing

A

A guerilla marketing tactic that is similar to buzz marketing, but consumers are not aware that they are being marketed to. Considered unethical.

87
Q

Opinion Leaders

A

Consumers who have great influence on the behavior of others relating to product adoption and purchase.

88
Q

Market Maven

A

A consumer who spreads information about all types of products and services.

89
Q

Surrogate Consumer

A

Hired by another consumer to provide input into a purchase decision.

90
Q

Diffusion Process

A

The way in which new products are adopted and spread throughout a marketplace

91
Q

Adapter Categories (in order of the curve) (5)

A
  • Consumer Innovators
  • Early Adopters
  • Early Majority
  • Late Majority
  • Laggards
92
Q

Types of Families

A
  • Nuclear

- Extended

93
Q

3 Emerging Trends in Family Structure

A
  • Non-traditional household arrangements
  • Blended families
  • Single parent households
94
Q

Household Purchase Roles (5)

A
  • Influencer
  • Gatekeeper
  • User
  • Decision Maker
  • Purchaser
95
Q

Kid Power

A

Children play a much larger role in influencing household purchases than ever before

96
Q

Situational Influence Categories

A
  • Time
  • Place
  • Conditions
97
Q

Advertiming

A

Ad Buys that include a schedule that runs the advertisement primarily at times when customers will be most receptive to the message

98
Q

Shopping

A

The set of value producing consumer activities that directly increase the likelihood that something will be purchased.

99
Q

4 Types of Shopping

A
  • Acquisitional
  • Epistemic
  • Experiential
  • Impulsive
100
Q

Personal Shopping Value (PSV)

A

the overall subjective worth of a shopping activity considering all associated costs and benefits

101
Q

3 Types of Personal Shopping Value

A
  • Utilitarian

- Hedonic

102
Q

2 Personality Traits

A
  • Impulsivity

- Consumer Self-Regulation

103
Q

Impulsivity

A

represents how sensitive a consumer is to immediate rewards

104
Q

Consumer Self-Regulation

A

a tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions.

105
Q

Action-oriented

A

High capacity to self-regulate

106
Q

State-oriented

A

low capacity to self-regulate

107
Q

Atmospherics

A

the emotional nature of an environment or more precisely, the feelings created by the total aura of physical attributes that comprise the physical environment.

108
Q

Servicescape

A

the physical environment in which consumer services are performed

109
Q

Atmospheric elements

A
  • Odors
  • Music
  • Color
  • Social Settings
110
Q

2 Strategy Factors of Atmospheric Elements

A
  • Fit

- Congruity

111
Q

Fit

A

appropriateness of the elements for the given environment.

112
Q

Congruity

A

consistency of the elements with one another.

113
Q

Antecendent Conditions (3)

A
  • Economic Resources
  • Mood
  • Security and fearfulness
114
Q

Attitude-toward-the-object (ATO) model

A

attitude model that considers three key elements including beliefs consumers have about salient attributes, the strength of the belief that an object possesses the attribute, and evaluation of the particular attribute

115
Q

Attitude Behavior Consistency

A

Extent to which a strong relationship exists between attitudes and actual behavior

116
Q

Attribute

A

A product feature that delivers a desired consumer benefit

117
Q

Primacy Effect

A

Occurs when the information placed early in a message has the most impact

118
Q

Recency Effect

A

Occurs when the information placed late in a message has the most impact

119
Q

Social Judgement Theory

A

Theory that proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude

120
Q

Support Arguments

A

Thoughts that further support a message

121
Q

Counter Arguments

A

Thoughts that contradict a message

122
Q

Acculturation

A

Process by which consumers come to learn a culture other than their natural, native culture

123
Q

Collectivism

A

Extent to which an individual’s life is intertwined with a large cohesive group

124
Q

Consumer Culture

A

Commonly held societal beliefs that define what is socially gratifying

125
Q

Consumer Ethnocentrism

A

Belief among consumers that their ethnic group is superior to others and that the products that come from their native land are superior to other products

126
Q

Core Societal Values (CSV)

A

Commonly agreed-upon consensus about the most preferably ways of living within a society

127
Q

Enculturation

A

way people learn about their native culture

128
Q

Ecological Factors

A

Physical characteristics that describe the physical environment and habitat of a particular place

129
Q

Socialization

A

Learning through observation of and the active processing of information about lived, everyday experience

130
Q

Aspirational Group

A

Group in which a consumer desires to become a member

131
Q

Attention to Social Comparison Information (ATSCI)

A

Individual difference variable that assesses the extent to which consumers are concerned about how other people react to their behavior

132
Q

Boomerang Kids

A

Young adults, between the ages of 18 and 34, who move back home with their parents after they graduate from college

133
Q

Brand Community

A

Group of consumers who develop relationships based on shared interests or product usage

134
Q

Consumer Socialization

A

The process through which young consumers develop attitudes and learn skills that help them function in the marketplace

135
Q

Dissociative Group

A

Group to which a consumer does not want to belong

136
Q

Houshold Decision Making

A

Process by which decisions are made in household unitys

137
Q

Sandwich Generation

A

Consumers who must take care of both their own children and their aging parents

138
Q

Social Power

A

Ability of an individual or group to alter the actions of others

139
Q

Social Network

A

Consumers connecting with one another based on common interests, associations, or goals

140
Q

Affective Quality

A

Retail positioning that emphasizes a unique environment, exciting decor, friendly employees, and, in general, the feelings experienced in a retail place

141
Q

Crowding

A

Density of people and objects within a given space

142
Q

Functional Quality

A

Retail positioning that emphasizes tangible things like a wide selection of goods, low prices, guarantees, and knowledgeable employees

143
Q

Retail Personality

A

Way a retail store is defined in the mind of a shopper based on the combination of functional and affective qualities

144
Q

Seasonality

A

Regularly occurring conditions that vary with the time of year

145
Q

Impulsive Shopping

A

Spontaneous activities characterized by a diminished regard for consequences, spontaneity, and a desire for the immediate self-fulfillment

146
Q

Unplanned Shopping

A

Shopping activity that shares some, but not all, characteristics of truly impulsive consumer behavior, being characterized by situational memory, a utilitarian orientation, and feelings of spontaneity.

Consumer Behavior (3 decks)

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