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consumer behaviour & marketing > unit 9 - consumer behaviour pt 2 > Flashcards

unit 9 - consumer behaviour pt 2 Flashcards

1
Q

psychological influences

A

Pertain to the workings of the mind
Individual processes that affect behaviours
Help marketers to understand why and how consumers behave the way they do
Include: motivation, self-concept, perception, learning, attitudes

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2
Q

motivation

A

Energizing force that stimulates behaviour to satisfy a need
Starts with the identification of unmet needs

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3
Q

need

A

state of felt deprivation; absence of something useful; motivational driver

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4
Q

maslow’s hierarchy of needs

A

Understand basis and patterns of motivations
Some needs take precedence over others
Largely subconscious

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5
Q

maslow’s hierarchy of needs in order

A

physiological, safety, social, esteem, self-actualization

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6
Q

physiological needs

A

Basic physical requirement for human survival, universal
E.g. food, water, sleep, shelter

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7
Q

safety needs

A

Freedom from harm and fear
Sense of security, stability, comfort
E.g. financial security, well-being

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8
Q

social needs

A

Need to feel accepted by others
Need for fulfilling relationships
E.g. love, affection, friendship, belonging

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9
Q

esteem needs

A

Need for recognition from others (lower)
Need for positive self-image (higher)
E.g. status, confidence

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10
Q

self-actualization needs

A

Need to reach full potential
Focus is on self-awareness and personal growth
Expressed in differing ways

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11
Q

deficiency needs (D-needs)

A

physiological, safety, social, and esteem needs (lack or deprivation of something)

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12
Q

growth/being need (B-needs)

A

self-actualization need (no lack or deprivation, don’t diminish overtime like deficiency needs)

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13
Q

maslow’s hierarchy of needs: criticism

A

Little empirical evidence is support of ranking needs (needs as more dynamic and intertwined)
Theory developed on basis of restricted samples (healthiest 1% of college students)

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14
Q

self-concept

A

collection of ideas and beliefs about oneself; liable to change as we grow

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15
Q

4 aspects of self-concept

A

real self, self-image, looking-glass self, ideal self

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16
Q

real self (aka actual self)

A

Reflects who we objectively are
Attributes, physical characteristics, personality traits, social roles, etc. that make us distinct from other people (siblings, introverted, brown hair)

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17
Q

self-image

A

How we see ourselves
May line up closely with actual self, or could differ substantially
Narcissism: view themselves more likeable, attractive, and influential
Low self-esteem: focus on their challenges and limitations

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18
Q

looking-glass self

A

How we think others perceive us
Pay attention ot reactions and ques of other people when interacting with us

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19
Q

ideal self

A

Who we aspire to be
Shaped by factors like life experiences, role models, cultural values

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20
Q

perception

A

Process by which an individual selects, organizes, interprets, and responds to information to create a meaningful picture of the world

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21
Q

perception: coca-cola vs pepsi

A

Chemical compositions are very similar
Blind taste tests show that most people don’t have the sensory ability to discriminate between the two
Most have a strong preference for one vs the other and perceive differences to exist
Taste test #1 - anonymous: coca cola and pepsi unbranded and unnamed
Coke and pepsi were equally preferred
Activity in reward centres of brain
Taste test #2 - brand-cued
Greater preferences for coke
Activity in brain structures associated with emotions, memories, learning

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22
Q

neuromarketing

A

Use of neuroimaging tools (e.g., fMRI) and physiological measures (e.g., eye tracking, heart rate) to understand consumer behaviour
Examine brain and physiological responses to marketing stimuli
Purchase of products can be predicted based on brain activity changes

ex: matte potato chip bag vs glossy

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23
Q

behavioural learning

A

Behaviours as learned habits acquired through association between a stimulus and a response

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24
Q

behavioural learning process steps

A

drive, cue, response, reinforcement

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25
Q

behavioural learning process step 1: drive

A

Condition that impels a person to act (walking to night class and you are tired)

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26
Q

behavioural learning process step 2: cue

A

Stimulus that tells you how to respond (see someone carrying a coffee, pass vending machine)

27
Q

behavioural learning process step 3: response

A

Reaction to the cue (buy a beverage you were alerted to through environmental cues)

28
Q

behavioural learning process step 4: reinforcement

A

Effect of the response (consequence)
Experience is reinforcing (feel joy) if stimulus worked
Experience is not reinforcing (yields learning dilemma) if stimulus doesn’t work; will try new one next time

29
Q

stimulus generalization

A

Occurs when a response to one cue is evoked by another similar cue
Increases with cue similarity
Relevant to the introduction of new products and copycat brands
Eg. positive experience with tims coffee, red wendys cup resembles tims, so you believer wendys will be just as effective

30
Q

stimulus discrimination

A

One’s ability to perceive differences among similar products or brands
Brands use unique packaging and messaging in an effort to stand out

31
Q

cognitive learning

A

Knowledge is acquired through one’s own information processing
Learners take in, interpret, store, and retrieve information to inform actions
Can occur through own experiences
Can occur through observation of others

32
Q

attitudes

A

Evaluation of an idea, event, object, or person
Defined by our beliefs and values

33
Q

beliefs

A

assumptions we believe to be true based on past experience and available information

34
Q

values

A

principles, standard, or qualities that are held in high regard (e.g. honesty, equality)

35
Q

attitude change

A

Change belief about extent to which product has certain attributes (eggs being unhealthy breakfast food)
Change perceived importance of attributes (pepsi w/ expiration dates for freshness)
Add new attributes (iphones)

36
Q

reference groups

A

group of people with common interests who influence an individual’s attitudes and behaviours; Influences that stem from one’s relationships with others
Includes social influences and cultural influences

37
Q

membership group

A

you belong to this group, most easily identified by marketers

38
Q

aspiration group

A

you wish to be part of this group

39
Q

anticipatory group

A

reasonably believe you may belong in the future (training for sports, becoming professional athlete)

40
Q

symbolic group

A

likely to never become part of (celebrities)

41
Q

dissociative group

A

you distance yourself from this group (undesirable)

42
Q

consumer socialization

A

process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers
Direct discussion, observation
Also influenced by peers, media

43
Q

family life cycle

A

a family’s progression from formation to retirement. Each phase bringing distinct needs and purchasing behaviours

44
Q

bachelor stage (family life cycle)

A

Focused on personal appearance
Basic furniture and kitchen appliances
Impulsive purchases

45
Q

newly married (family life cycle)

A

Financial stability
Durable goods, vacations, gifts
Joint decision making

46
Q

full nest (family life cycle)

A

Numerous stages
Home necessities, child needs
Savings (education, retirement)

47
Q

empty nest (family life cycle)

A

Retirement
Vacations, hobbies, medical
Family support

48
Q

solitary survivor (family life cycle)

A

Reduction in income
Security, medical costs
Downgrade property

49
Q

culture

A

set of values, ideas, and attitudes that are learned and shared among the members of a group. Consumers’ purchasing decisions are often aligned with their culture

50
Q

individualistic cultures (eg US)

A

Prioritization of individual needs over group needs
Key values: individuality, freedom, ambition (reflected in promotional materials)
Preference for products that express individual style and customization
Variety and choice are highly preferred

51
Q

collectivist cultures (eg japan)

A

Prioritization of group needs over individual needs
Key values: cooperation, tradition, belongingness (reflected in promotional materials)
More open to product recommendations from close others
Greater degree of brand loyalty

52
Q

fMRI (functional magnetic resonance imaging)

A

measures brain activity to reveal emotional, cognitive, and subconscious responses to marketing stimuli, helping marketers understand preferences and decision-making

53
Q

welch’s study: communication in promotion

A

Individualistic: prefer promotional messaging (benefits gained)
- energizing, great-tasting, fun to drink
Collectivist: prefer preventative messaging (problems avoided)
- reduce risk of heart disease, avoid thirst

54
Q

subcultures

A

group of people with shared value systems based on common life experiences and situations

55
Q

total market strategy

A

Integrating ethnic themes and cross-cultural perspectives within a brand’s mainstream marketing, appealing to consumer similarities across subcultural segments rather than differences

56
Q

social class

A

relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviours

57
Q

opinion leader

A

a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others

58
Q

motive (or drive)

A

a need that is sufficiently pressing to direct the person to seek satisfaction of the need

59
Q

selective attention

A

tendency for people to screen out most of the information to which they are exposed

60
Q

selective distortion

A

tendency of people to interpret information in a way that supports what they already believe

61
Q

selective retention

A

consumers are likely to remember good points made about a brand they favour and forget good points made about competing brands

62
Q

drive

A

internal stimulus that calls for action. A
drive becomes a motive when it is directed toward a particular
stimulus object

63
Q

cues

A

minor stimuli that determine when, where, and how the person responds

64
Q
A

consumer behaviour & marketing (3 decks)

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