Theories and concepts Flashcards
What is Consumer Behaviour?
All the activities that individuals or groups develop when they: select, purchase, use, and dispose (products, services, ideas, or experiences) to satisfy needs and/or desires
Name the three stages of the consumer process
- Acquisition phase (pre-purchase and purchase)
- Consumption phase (post-purchase)
- Disposing phase (post-purchase)
Name elements of product classification
Tangibility (tangible and intangible)
Duration (durable and non-durable)
Type of purchase (e.g. convenience products, shopping products, specialty products, unsought products)
Describe the difference between ‘strategic’ and ‘operational’ marketing
Strategic marketing that defines an overall direction and long-term objectives. Operational marketing, which breaks down objectives into concrete action points in the short term
Name the 4 P’s of the marketing mix
Product
Price
Place (Distribution channel)
Promotion (Communication)
Name the stages in consumer decision-making
- Problem recognition
- Information search
- Evaluation of alternatives
- Buying decision / not buying decision
- Outcomes after buying the product
Name some of the internal variables that influence consumer decision-making
Personality Lifestyles Motivation Perception Attitudes Learning Memory
Name some of the external variables (micro and macro) that influence consumer decision-making
Micro: Groups and family
Macro: Social class, environment, culture/subcultres
What is ‘cognitive dissonance’?
A postpurchase doubt the buyer experiences about the wisdom of the choice
Name the 4 types of ‘belonging groups’ and the 2 types of ‘not-belonging’ groups
Belonging groups: primary groups, secondary groups, formal groups, informal groups (accidental groups)
Not-belonging groups: aspirational groups, dissociative groups
Name the 3 ways that reference groups influence consumers
Informational influence, utilitarian influence, value-expressive influence
Explain ‘risky shift’
The risky shift occurs when a group collectively agrees on a course of action that is more extreme than they would have made if asked individually
Explain ‘conformity’ and some of the factors that influence it
It is a change in beliefs or actions as a reaction to real or imagined group pressure
The slide highlights cultural pressures, fear of deviance, commitment, and susceptibility to interpersonal influence as influencial factors
What is an ‘opinion leader’?
A person who is frequently able to influence other’s attitudes or
behaviours. They are e.g. experts, have knowledge power or legitimate power, are socially active, are similar to the customer. Think of Steve Jobs or Kylie Jenner
What is ‘WOM’ and ‘eWOM’
WOM stands for word of mouth, and is when product information transmitted by individuals to individuals. It is often more influential than advertising
eWOM is simply electronic word of mouth, which takes place online
What is a ‘DINK’ household?
A DINK is a household with double income and no kids. It is a result of voluntary childlessness, which is rising and becoming a valuable market segment
Explain Trait theory and give examples of traits
Personality traits are identifiable characteristics that define a person and distinguish that person from others. They depend on heritage and the environment, and they are quite stable
Examples are extroversion, introversion, innovativeness, materialism, need for cognition, self-consciouness
What is the difference between a ‘likert scale’ and a ‘secmantic scale’?
The likert scale is a range that goes from e.g. strongly agree to strongly disagree. Semantic scales ask the respondee to place a numeric emphasis on a certain statement, e.g. on a scale from bad to good, rank this product from 1-10
Define ‘lifestyle’
It is a system of rules of behaviour developed by the individuals to meet their goals in life, and a pattern of consumption that reflects a person’s choices of
how to spend her/his time and money
What are the two approaches to analyze the lifestyle of a consumer?
VALS analysis (values and lifestyles) and AIO questionnaire (activities, interests, and opinions)
What kind of lifestyle do Combined Outer- and Inner-Directed people have?
An integrated lifestyle
Explain the ‘emulator’ lifestyle
Ambitious, upwardly mobile, status-conscious, competitive.
They try to burst into the upper levels of the system.
The object of their emulation is the Achiever lifestyle.
What does psychographics contribute to?
Pscyhographics help with the 4 P’s
- Define the target group
- Identify opportunities for products
- Position the product
- Better communicate the attributes of the product
Name the three types of motivational conflicts
Approach-Approach conflict
Approach-Avoidcance conflict
Avoidance-Avoidance conflict
Name some of the consumption motives identified by Ernest Dichter
- Power-masculinity-virility
- Security
- Eroticism
- Moral purity-cleanliness
- Social acceptance
- Individuality
- Status
- Femininity
- Reward
- Mastery over environment
- Disalienation (a desire to feel connectedness to things)
- Magic-mystery
What are the three types of motivational values according to the ‘values theory’?
Cultural values, Consumption-specific values, Product-specific values
Name the levels of Maslow’s pyramid of needs from low to top, and name some examples of relevant products
Physiological needs (medicine, convenience products) Safety needs (insurance, alarms, retirement, investments) Belongingness needs (clothing, grooming products, clubs) Ego needs (cars, furniture, credit cards) Self-actualization needs (hobbies, travel, education)
Name the four ‘self’s’
ACTUAL SELF- our realistic appraisal of
the qualities that we do (not) have
IDEAL SELF- a person’s conception of
how (s)he/ would like to be
by acquiring products consistent with
their ideal self-image
SOCIAL SELF: how we believe people
think of us
IDEAL SOCIAL SELF: how we would like
people to think of us
Define the ‘perceptual process’
Exposure –> Attention –> Interpretation (retention)
What is the ‘absolute threshold’ and the ‘differential threshold’?
The absolute threshold is the min. amount of stimulation a person can detect on a given sensory channel
The differential threshold is the ability of a sensory system to detect changes in or differences between two or more stimuli
What is the ‘closure principle’ used in marketing?
The principle of closure states that people will fill in blanks to perceive a complete object whenever an external stimulus partially matches that object.
What is the ‘figure-ground principle’ used in marketing?
The figure-ground principle states that people instinctively perceive objects as either being in the foreground or the background. They either stand out prominently in the front (the figure) or recede into the back (the ground).
Name the stages of the ‘information processing approach’
External inputs –> Encoding –> Storage –> Retrieval
What are the two types of learning theories focused on in the slides?
Behavioural learning theories: They focus on stimulusresponse connections
Cognitive learning theories: They focus on consumers as problem solvers and stress the importance of internal mental processes. Learning comes from memory and from the organization of information: People are problem solvers who actively use information from the world around them
Name the Fishbein Model’s three attributes of attitude
Salient believes, Object-attribute linkages, Evaluation
What is the Fishbein attitude model?
Think of the exercise with the attitudes towards travel destinations that you did in groups
Name the types of appeal that marketers can use to change attitudes
Emotional versus rational appeal
Sex appeal
Humorous appeal
Fear appeal
Explain ‘organizational buyers’ and ‘organizational buying’
Very simply put; organizational buyers are people who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale.
Organizational buying is the decision-making process that leads to the purchase
How is organizational buying different from consumer purchasing? Give some examples
It involves more people, impulse buying is rare, decisions are often risky, money volume is more substantial, emphasizes selling, more use of precise specifications
