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Psyc 333 > Test 3 > Flashcards

Test 3 Flashcards

1
Q

2 types of situational effects

A

behavioural or perceptual

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2
Q

Situational self-image

A

who am i right now

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3
Q

4 examples of social and physical surroundings that affect consumer motives for product usage and product evaluation

A

decor, odor, temperature, co-consumers

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4
Q

Explain Hirsch’s door and slot machine study and what were the results

A

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

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5
Q

Time = ?

A

Time = economic variable

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6
Q

Timestyle

A

consumers try to maximize satisfaction by dividing time among activities/task

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7
Q

3 Perceptions of time poverty

A
  • 1/3 Canadians feel rushed
  • marketing innovations that allow us to try to save time
  • polychromic activity/multitasking
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8
Q

Experience of time results from _______

A

culture

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9
Q

Queuing theory

A

mathematical study of waiting lines

  • waiting for a product = good quality
  • too much waiting = negative feelings
  • marketers use “tricks” to minimize psychological waiting
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10
Q

How does mood/psychological condition influence what we buy and how we evaluate products

A
  • stress impairs information-processing and problem solving
  • pleasure and arousal increases evaluations
  • mood biases judgements of products/services
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11
Q

Mood

A

combination of pleasure and arousal

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12
Q

Negative stress relief

A

in a bad mood; doing something happier releases dopamine (e.g. shopping, smoking)

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13
Q

Social motives for shopping, men vs. women

A

men: shop to win
women: shop to love

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14
Q

Hedonic shopping (5 things)

A
  • social experiences
  • sharing of common interests
  • interpersonal attraction
  • instant status
  • the thrill of the hunt
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15
Q

give some pros and a cons to e-commerce

A

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

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16
Q

e-commerce eliminates ______

A

middleman

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17
Q

Retailing as theater

A

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

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18
Q

store image is like a store _____

A

personality

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19
Q

3 components of store image

A

location, merchandise suitability, knowledge/congeniality of sales stuff

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20
Q

4 factors in overall stoer evaluations

A

interior design, types of patrons, return policies, credit availability

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21
Q

Atmospherics

A

conscious designing of space and its dimensions to evoke certain effects on buyings

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22
Q

Point of Purchase stimuli

A

can be an elaborated product display or demonstration, a coupon dispensing machine, or even someone giving out free samples

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23
Q

The Salesperson draws on ______ theory. (name and define what that is)

A

exchange theory: every interaction involves an exchange of value (expertise, likability, commercial friendship)

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24
Q

_____ relationship between buyer/seller

A

dyadic

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25
Q

expectancy disconfirmation model of product performance

A

expectations determine satisfaction and/or dissatisfaction; why it’s important to manage expectations

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26
Q

Product failure

A

marketers must reassure customers with honest of problems

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27
Q

5 cues of quality and receded risk

A
  1. brand name
  2. price
  3. advertising campaign expenditures
  4. product warranties
  5. follow-up letters from company
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28
Q

3 types of responses to customer dissatisfaction

A
  1. voice response: speak to source
  2. private response: bad word-of-mouth to friends
  3. third-party response: legal actoin
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29
Q

Shoppers who problems get resolved feel _______ (better/worse) about the store than if nothing had gone wrong

A

better

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30
Q

3 factors in customer dissatisfaction response

A
  • extensive products
  • products from a store
  • older people
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31
Q

____% of customers are willing to pay more for products if they experience great customer service

A

78

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32
Q

possessions = identity ______

A

anchors

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33
Q

3 disposal options

A
  • keep old item
  • temporary disposal
  • permanent disposal
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34
Q

3 Reasons for product replacement

A
  • desire for new features
  • change in consumer’s environment
  • change in consumer’s role/self-image
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35
Q

3 public policy implications of product disposal

A
  • 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
36
Q

3 divestment rituals

A
  • iconic transfer
  • transition-place
  • ritual cleansing
37
Q

Aspirational groups

A

wanting to be like someone, wanting to be friends with them, wanting to be part of their ingroup

38
Q

What Heuristic is shown in the Pepsi commercial

A

consensus - P Diddy started it, but once everyone starts striving the trucks, everyone else want to too

39
Q

Band Communities

A

a group of consumers who share a set of social relationships based upon usage or interest in a product

40
Q

how do brand communities effect brand loyalty

A

everyone wants to be a part of an ingroup, so Brandfests enhance brand loyalty

41
Q

Tribal Marketing (what is it and why does it work)

A
  • linking a product to the needs of a group as a whole

- consumer tribe share emotions, moral beliefs, styles of life, and affiliated product

42
Q

Whats the difference between membership and aspirational reference groups?

A

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

43
Q

Avoidance groups

A

motivation to distance oneself from the other people/groups

44
Q

Marketing with avoidance groups

A

ads with undesirable people using competitor’s product

45
Q

Social Power

A

capacity to alter the actions of others

46
Q

referent power

A

power because you like someone and want to be friends (e.g. celebs, popularity)

47
Q

Informational power

A

you have a particular piece of information that someone wants

48
Q

Legitimate power

A

socially sanctioned power over someone like a prof over students

49
Q

Expert power

A

general knowledge base that is helpful to others

50
Q

reward power

A

rewarding to be with people like them

51
Q

coercive power

A

ability to take away rewards or punish

52
Q

Conformity

A

following society’s expectations regarding how to look/act

53
Q

give 4 examples of social conformity

A
  • clothing/personal items
  • gift-giving
  • sex roles
  • personal hygiene
54
Q

How does the Suzuki SX4 Crossover commercial appeal to concepts of group influence?

A
  • 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
55
Q

5 factors that influence conformity

A
  1. cultural pressures
  2. fear of deviance (sanctions against “deviant” behaviour)
  3. commitment to group membership
  4. group unanimity, size, expertise
  5. susceptibility to interpersonal influence (role relaxed)
56
Q

What’s the difference between independence and anti conformity?

A 
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
57
Q

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

A

reactance

58
Q

is reactance more prominent in cultures with independent or interdependent self-construal

A

interdependent/collectivist

59
Q

how is reactance related to informational influence and norms?

A

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)

60
Q

Social comparison Theory

A

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)

61
Q

why do marketers encourage social comparisons?

A

it keeps us wanting more, changing ideals

62
Q

deindividuation

A

loss of identity

63
Q

social loafing

A

panning things off on others when in a group; putting in less effort expecting everyone else to make up for it

64
Q

group polarization

A

exposure of people with similar or different attitudes on a subject can polarize one’s initial position (become more extreme)

65
Q

pluralistic ignorance

A

we falsely assume what everyone else is experiences or thinking because no one is saying anything; we think we’re the odd one out

66
Q

Self-awareness is _____ (higher/lower) with just the sales agent or other consumers. Self-awareness was lowest with________

A
  1. higher

2. just a few other customers

67
Q

increasing/decreasing self-awareness in stores is related to what concept of group influences

A

de-individuation

68
Q

foot in the door

A

as for a small request, then ask for something bigger

69
Q

low ball technique

A

as for a small favour that becomes more costly after they agree

70
Q

door in the face

A

ask for something extreme, then when they refuse, as for something smaller

71
Q

what social influences are at play in home shopping parties

A

informational and normative social influence; deindividuation; risky shift

72
Q

risky shift

A

diffusion of responsibility

73
Q

opinion leaders/leadership

A

seeking advice from someone who knows a lot about a product; influence attitudes and behaviours

74
Q

5 characteristics of opinion leaders

A
  • expertise
  • unbiased knowledge power
  • highly interconnected in communities
  • referent power/homophily
  • hands-on product experience
75
Q

Solomon et al (2016) refers to opinion leaders as ______

A

monomorphic

76
Q

market mavens

A

generalized opinion leaders; polymorphic; hold opinions about all types of products; actively involved in transmitting marketplace information

77
Q

surrogate shoppers

A

opinion leaders that are hired to help provide purchase decisions (e.g. interior designers, professional shoppers, stockbrokers, etc.)

78
Q

what is a major limitation in research on opinion leaders?

A

they are self-designated

79
Q

opinion seekers

A

consumers who typically look to opinion leaders for information

80
Q

sociometric methods

A
  • 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
81
Q

Network analysis

A

referral behaviour/network (who’s being what and shopping where)

82
Q

Guerrilla marketing

A

promotional strategies that use unconventional locations and intense word of mouth (WOM) to push products

83
Q

Word of mouth (WOM)

A

product information transmitted from individual to individual

84
Q

WOM influences ______ amount of all sales of good

A

2/3

85
Q

social networking

A

electronic WOM; websites letting members post information about themselves and make contact with similar others

86
Q

we are influenced by the ____ and ____ of ratings made by others online (eWOM)

A

content and number of ratings

87
Q

the most effective marketing tool is …

A

WOM

Psyc 333 (1 decks)

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