Week 10 - Consumer Behaviour Flashcards
Define Consumer behaviour
Consumers decision making processes associated with the marketing activities of an organization
Define sport consumer behaviour
People attend sport events as spectators; consume sport through a variety of mediums (TV, internet, smartphones, radio); purchase merchandise representing teams, leagues, and countries; consumer concessions at the games and matches and discuss it with family and complete strangers; among many other behaviours
the consumer escalator
goal is to get the consumer up the escalator
how?
- experiences
- satisfaction
- value
- value co-creation
consumption experiences
Mental states in response to a stimuli
* Central element of evaluation of their engagement with the program
offering
reasons for consuming
- Autotelic actions
* Activity as an end in itself
* Actions for the sake of the activity - Instrumental Actions
* Activity is as a means to a further end
satisfaction
disconfirmation paradigm
* Consumers have a set of expectations prior to an experience
* Experience > Expectations = Satisfaction
* Experience < Expectation = Dissatisfaction
value
consumers evaluation of their experience with the firms offering
- value propositions
goods-dominant logic
- Value → Tangible utility of a product
- Goal: Efficient production
service-dominant logic
- Value → Embedded within the exchange
- Value → Determined by the consumer
- Goal: Develop relationships
Value Co-Creation
Collaboration between the organization and the consumer indicates
that value is co-created between the providers and participants
Psychological Continuum Model
Originally developed for sport
spectatorship
Attitude, intention, and awareness,
rather than actual behaviour
change
Individuals can experience each
level at various strengths, and to
move freely between higher and
lower levels
Psychological Continuum Model – levels of connection
- awareness
- attractions
- attachment
- allegiance
Psychological Continuum Model – awareness (psychological characteristics)
extrinsic features – socializing agents/media
Psychological Continuum Model – Attraction (psychological characteristics)
extrinsic/intrinsic features – dispositional influences
Psychological Continuum Model – Attachment (psychological characteristics)
intrinsic features – personal importance and meaning
