Test 3 Flashcards
2 types of situational effects
behavioural or perceptual
Situational self-image
who am i right now
4 examples of social and physical surroundings that affect consumer motives for product usage and product evaluation
decor, odor, temperature, co-consumers
Explain Hirsch’s door and slot machine study and what were the results
two different pleasant odours and a control; looked at the amount of money gambled; significant* increase in around gambling with one of the scents and not the other or control
Time = ?
Time = economic variable
Timestyle
consumers try to maximize satisfaction by dividing time among activities/task
3 Perceptions of time poverty
- 1/3 Canadians feel rushed
- marketing innovations that allow us to try to save time
- polychromic activity/multitasking
Experience of time results from _______
culture
Queuing theory
mathematical study of waiting lines
- waiting for a product = good quality
- too much waiting = negative feelings
- marketers use “tricks” to minimize psychological waiting
How does mood/psychological condition influence what we buy and how we evaluate products
- stress impairs information-processing and problem solving
- pleasure and arousal increases evaluations
- mood biases judgements of products/services
Mood
combination of pleasure and arousal
Negative stress relief
in a bad mood; doing something happier releases dopamine (e.g. shopping, smoking)
Social motives for shopping, men vs. women
men: shop to win
women: shop to love
Hedonic shopping (5 things)
- social experiences
- sharing of common interests
- interpersonal attraction
- instant status
- the thrill of the hunt
give some pros and a cons to e-commerce
pro: can reach customers around the world; shop 24/7; instant information; more choices; lower prices; fast delivery; electronic communities
con: huge increase in competitions; lack of security; fraud; can’t touch items; expensive to ships back; potential breakdown of human relationships
e-commerce eliminates ______
middleman
Retailing as theater
competition for customers is becoming intense as non store alternatives pop up; malls have to gain loyalty be appealing to social motives (e.g. landscape; popup stores; mindscape themes; minipreneurs
store image is like a store _____
personality
3 components of store image
location, merchandise suitability, knowledge/congeniality of sales stuff
4 factors in overall stoer evaluations
interior design, types of patrons, return policies, credit availability
Atmospherics
conscious designing of space and its dimensions to evoke certain effects on buyings
Point of Purchase stimuli
can be an elaborated product display or demonstration, a coupon dispensing machine, or even someone giving out free samples
The Salesperson draws on ______ theory. (name and define what that is)
exchange theory: every interaction involves an exchange of value (expertise, likability, commercial friendship)
_____ relationship between buyer/seller
dyadic
expectancy disconfirmation model of product performance
expectations determine satisfaction and/or dissatisfaction; why it’s important to manage expectations
Product failure
marketers must reassure customers with honest of problems
5 cues of quality and receded risk
- brand name
- price
- advertising campaign expenditures
- product warranties
- follow-up letters from company
3 types of responses to customer dissatisfaction
- voice response: speak to source
- private response: bad word-of-mouth to friends
- third-party response: legal actoin
Shoppers who problems get resolved feel _______ (better/worse) about the store than if nothing had gone wrong
better
3 factors in customer dissatisfaction response
- extensive products
- products from a store
- older people
____% of customers are willing to pay more for products if they experience great customer service
78
possessions = identity ______
anchors
3 disposal options
- keep old item
- temporary disposal
- permanent disposal
3 Reasons for product replacement
- desire for new features
- change in consumer’s environment
- change in consumer’s role/self-image
3 public policy implications of product disposal
- recycling is priority in many countries
- means-end chain analysis study of lower-order goals linked to abstract terminal values when consumers recycle
- perceived effort involved in recycling as predictor
3 divestment rituals
- iconic transfer
- transition-place
- ritual cleansing
Aspirational groups
wanting to be like someone, wanting to be friends with them, wanting to be part of their ingroup
What Heuristic is shown in the Pepsi commercial
consensus - P Diddy started it, but once everyone starts striving the trucks, everyone else want to too
Band Communities
a group of consumers who share a set of social relationships based upon usage or interest in a product
how do brand communities effect brand loyalty
everyone wants to be a part of an ingroup, so Brandfests enhance brand loyalty
Tribal Marketing (what is it and why does it work)
- linking a product to the needs of a group as a whole
- consumer tribe share emotions, moral beliefs, styles of life, and affiliated product
Whats the difference between membership and aspirational reference groups?
Aspirational: concentrate on highly visible, widely admired figures that we don’t know (e.g. athletes, performers); groups you wish to be a part of
Memberships: focus on
“ordinary” people whose consumption provide informational social influence (mere exposure, group cohesiveness); groups you are actually a part of
Avoidance groups
motivation to distance oneself from the other people/groups
Marketing with avoidance groups
ads with undesirable people using competitor’s product
Social Power
capacity to alter the actions of others
referent power
power because you like someone and want to be friends (e.g. celebs, popularity)
Informational power
you have a particular piece of information that someone wants
Legitimate power
socially sanctioned power over someone like a prof over students
Expert power
general knowledge base that is helpful to others
reward power
rewarding to be with people like them
coercive power
ability to take away rewards or punish
Conformity
following society’s expectations regarding how to look/act
give 4 examples of social conformity
- clothing/personal items
- gift-giving
- sex roles
- personal hygiene
How does the Suzuki SX4 Crossover commercial appeal to concepts of group influence?
- live large, drive small
- they actors look us us (millenials)
- you’re able to fit a lot of people and a dog into the small car, with good gas an price (appeals to potential)
- taking friends with you
5 factors that influence conformity
- cultural pressures
- fear of deviance (sanctions against “deviant” behaviour)
- commitment to group membership
- group unanimity, size, expertise
- susceptibility to interpersonal influence (role relaxed)
What’s the difference between independence and anti conformity?
independence = marching to one's own drum, doing their own thing anti-conformity = being aware of what is expecting and choosing not to do it
consumers can respond to injunctive norms with ______, meaning that do not want to engage in behaviours just because they feel as though they are expected
reactance
is reactance more prominent in cultures with independent or interdependent self-construal
interdependent/collectivist
how is reactance related to informational influence and norms?
non-conformists were still influenced by informational influence about what the norms are, but just in the opposite direction (norms still affected people even if they chose the opposite one)
Social comparison Theory
we look to others’ behaviours to inform us about reality and to increase stability of one’s self-evaluation (e.g. where do I stand compared to everyone around me, better or worse)
why do marketers encourage social comparisons?
it keeps us wanting more, changing ideals
deindividuation
loss of identity
social loafing
panning things off on others when in a group; putting in less effort expecting everyone else to make up for it
group polarization
exposure of people with similar or different attitudes on a subject can polarize one’s initial position (become more extreme)
pluralistic ignorance
we falsely assume what everyone else is experiences or thinking because no one is saying anything; we think we’re the odd one out
Self-awareness is _____ (higher/lower) with just the sales agent or other consumers. Self-awareness was lowest with________
- higher
2. just a few other customers
increasing/decreasing self-awareness in stores is related to what concept of group influences
de-individuation
foot in the door
as for a small request, then ask for something bigger
low ball technique
as for a small favour that becomes more costly after they agree
door in the face
ask for something extreme, then when they refuse, as for something smaller
what social influences are at play in home shopping parties
informational and normative social influence; deindividuation; risky shift
risky shift
diffusion of responsibility
opinion leaders/leadership
seeking advice from someone who knows a lot about a product; influence attitudes and behaviours
5 characteristics of opinion leaders
- expertise
- unbiased knowledge power
- highly interconnected in communities
- referent power/homophily
- hands-on product experience
Solomon et al (2016) refers to opinion leaders as ______
monomorphic
market mavens
generalized opinion leaders; polymorphic; hold opinions about all types of products; actively involved in transmitting marketplace information
surrogate shoppers
opinion leaders that are hired to help provide purchase decisions (e.g. interior designers, professional shoppers, stockbrokers, etc.)
what is a major limitation in research on opinion leaders?
they are self-designated
opinion seekers
consumers who typically look to opinion leaders for information
sociometric methods
- trace communication patterns among group members
- systematic map of group interactions
- most precise method of identifying product-informaiton sources, but it’s expensive and hard
Network analysis
referral behaviour/network (who’s being what and shopping where)
Guerrilla marketing
promotional strategies that use unconventional locations and intense word of mouth (WOM) to push products
Word of mouth (WOM)
product information transmitted from individual to individual
WOM influences ______ amount of all sales of good
2/3
social networking
electronic WOM; websites letting members post information about themselves and make contact with similar others
we are influenced by the ____ and ____ of ratings made by others online (eWOM)
content and number of ratings
the most effective marketing tool is …
WOM
