Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

2298A Management in Kin > week 10: consumer behaviour > Flashcards

week 10: consumer behaviour Flashcards

1
Q

marketing has two primary schools of thought

A
  1. marking management
  2. consumer behaviour
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

history of marketing

A

Economic exchange of goods and services

Exchange theory

Relationship marketing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

consumer behaviour

A

Consumers decision-making processes associated with the marketing activities of an organization

What consumers think about the marketing plan you have made

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

sport consumer behaviour

A

People attend sports events as spectators; consume sport through a variety of mediums; purchase merchandise representing teams, leagues, and countries; consume concessions at the game and matches; and discuss it with family, friends and complete strangers; among many other behaviours

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

decision making process includes

A
  1. problem recognition
  2. information search
  3. alternative evaluation
  4. purchase
  5. postpurchase
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

problem recognition

A

The consumer has an idea of their decision

They are evaluating where they are in the lifestyle and what they want and need

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

information search

A

contains two sources, internal and external

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

information search: internal searches

A

sources within the individual

It is actively required → things that you are actively trying to gather or fix could be like past experiences

Passively required → taking the knowledge that you have in the past and then applying it to the future, or creating your internal information

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

information search: external sources

A

anything outside of the individual, something they are not creating themselves

Actively required
Ie. trying new things (like going to the mall and trying out a new bell)

Independent sources → doing a Google search

Personal contacts → asking your friends who have various types of the product you are searching for

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

two parts from alternative evaluation

A
  1. benefits obtained
  2. cost of search
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

alternative evaluation: benefits obtained

A

Financial → Maybe there is a sale or a promotion, you are getting something else out of purchasing the product

Psychological → does one option make you feel happier than the other

Physical → is one location better than the other, does it feel better

Product → does one product have better reviews than the others

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

4 parts of the benefits obtained for alternative evaluation

A
  1. financial
  2. psychological
  3. physical
  4. product
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

alternative evaluation: cost of search

A

Out-of-pocket expenses → What financial obligations do we have

Time → does it take more time to get to this service

Activities missed → if it is taking you so long to get to a service that you can’t do other activities that you want

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

3 parts of the cost of search for alternative evaluation

A

out-of-pocket expenses

time

activities missed

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

the consumer escalator

A

goal: get the consumer up the escalator

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

how do you reach the potential of the consumer escalator?

A

Experiences
Satisfaction
Value
Value co-creation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

consumer experiences

A

mental states in response to a stimulus, a central element of evaluation of their engagement with the program offers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

two reasons for consuming

A
  1. autotelic actions
  2. instrumental actions
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

autotelic actions

A

Activity as an end in itself

Actions for the sake of the activity

Engaging with an activity, the sport or the service. You are doing the activity for yourself, meaning you are doing it because you like doing sports

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

instrumental actions

A

Activity is a means to a further end

Using sports to achieve another outcome

Why do parents enroll their children in sports, because they want their children to make friends in it, or stay physically active

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

satisfaction

A

Consumers have a set of expectations before an experience

Experience meets or exceeds expectations = satisfaction (more likely to move up the consumer escalator)

Experience does not meet expectation = dissatisfaction (consumer is more likely to move down the escalator)

Expectations → subjective

Consumers expect to receive value from a product or service

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

values

A

Consumers evaluation of their experience with the firm’s offering
Value propositions

Want to create a specific value proposition because this is what attracts consumers

We can attack people who would be satisfied with our experiences

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

two things that go into values

A
  1. good-dominant logic
  2. service -dominant logic
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

good dominant logic

A

Goal: efficient production

You use a product and get the value of it

Used particularly around necessities, like cars

Not so popular now, more of an old thing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

service - dominant logic

A

Value → embedded within the exchange

Value → determined by the consumer

Goal: develop relationships

The interaction between the producer and consumer

Very much what most organizations are using now

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

value co-creation

A

Collaboration between the organization and the consumer indicates that value is co-created between the providers and participants

Main point → that it’s the organization and the consume

27
Q

two parts of value co-creation

A
  1. co-production
  2. value in use
28
Q

what is co-production and how many parts?

A

All about the design of the experience

Thought of a pre-experience or leading up to the experience

3

knowledge

equity

interaction

29
Q

knowledge in co-production

A

is the organization giving the consumer enough information to participate in the experience. Does the consumer know where to go? What rules are they using?

30
Q

equity in co-production

A

does the consumer think values are being heard in the design of the experience? Does he feel that the organization knows about his skills and abilities

31
Q

interaction in co-product

A

is there an interaction between the consumer and the organization

32
Q

what is value in use and what are the parts of it?

A

During the experience

experience

personalization

relationship

33
Q

experience (value in use)

A

engaging with the core product or experience. Is the organization producing the right equipment, the right facility etc. is the level that the consumer was put into appropriate?

34
Q

personalization (value in use)

A

were they made to feel that the experience was made for them? Were they given the right coaches, staff etc.

35
Q

relationship (value in use)

A

does the consumer feel like they can contact anyone from the organization? Do they think the organizatoin will respond if they do?

36
Q

what do you need to remember about youth in sports when it comes to consumers?

A

there are two, parents and children, so there might be different experiences

37
Q

model of participant consumer behaviour

A
  1. internal factors
  2. external factors
  3. participant decision making process
  4. situational factors
38
Q

what are the parts of internal factors for the model of participant consumer behaviour?

A
  1. personality
  2. perception
  3. learning
  4. motivation
  5. attitudes
39
Q

personality (for Model of participant consumer behaviour)

A

internal factor

if you are introverted you might not want to be a part of a team sport

40
Q

perception (for Model of participant consumer behaviour)

A

internal factor

If you think the sport is cool you continue to do it

41
Q

motivation (for Model of participant consumer behaviour)

A

internal factor

if you don’t want to be the worst at your sport so you are looking for a sport that you already know how to do

42
Q

what are the parts of external factors for the model of participant consumer behaviour?

A
  1. culture
  2. social class
  3. reference groups
  4. family
43
Q

social class (for the Model of participant consumer behaviour)

A

external factor

how expensive the sport is

44
Q

culture (for the Model of participant consumer behaviour)

A

external factor

Culture is important → Swimming There ae lakes everywhere in Canada which makes swimming cultural because everyone pretty much does it. But in some places, it may not be as cultural

45
Q

reference groups (for the Model of participant consumer behaviour)

A

external factor

people who are important to us, we want the opinions of the people we care about

46
Q

family (for the Model of participant consumer behaviour)

A

external factor

if your family is involved in the activity

47
Q

participant decision-making process

A

Helps with the co-creation experience

Helps also shape the post-participation experience

Problem recognition

Information search

Evaluation of alternatives

Participation

Post participation evaluation

48
Q

situational factors

A

Additional factors that shape our decisions

Very important for co-creation and post-participation experience

  1. physical surrounds
  2. social surroundings
  3. task definition
  4. time
  5. antecedent states
49
Q

physical surroundings (for situational factors)

A

Some organizations might have full control over the surroundings. Ie. a rec centre program. whereas, if you are a professional team you will have to control the surroundings

50
Q

antecedent states (for situational factors)

A

what the participant is/was thinking or feeling before they made the experience

51
Q

Psychological continuum modem (PCM)

A

Originally developed for sport spectatorship

Considers attitude, intention, and awareness, rather than actual behaviour change

Individuals can experience each level at various strengths and move freely between higher and lower levels

52
Q

4 levels of connection for the PCM

A
  1. awareness
  2. attraction
    3.attachment
    4 allegiance
53
Q

aware stage of the PCM

A

Marketing promotions, other people who care about the teams

People are mainly engaging through social events
Ie.. they are watching it on TV, they are aware the team exists, but they might not be actively trying to go to the game

If someone were to ask them their favourite team, they might say “Well I’m from Toronto, so the Leafs”

Extrinsic features, socializing agents, media

54
Q

attraction stage of the PCM

A

extrinsic/intrinsic factors
Dispositional influences

Starting to be attacked by the team for their own personal living team

Consumers might seek out ways to engage
Follows the team on Instagram, knows their schedule, and then makes plans to go to a sports bar to watch the game

55
Q

attachment stage of the PCM

A

Intrinsic features
Personal importance and meaning

When the success of the team or what they do has a personal meaning to the person

56
Q

allegiance stage of the PCM

A

Intrinsic consistency

Intrinsic influences most

important

Die-hard fans

Your identity is one of the same as the team

57
Q

cognitive dimensions of spectator experience

A
  1. aesthetics
  2. evaluation
  3. fantasy
  4. flow
  5. personalities
58
Q

Aesthetics (cognitive dimensions of spectator experience)

A

Spectators appreciation of the beauty and artistry exhibited by the athletes executing the action

Do the consumers think it is visually appealing to watch the athletes?

59
Q

evaluation (cognitive dimensions of spectator experience)

A

Spectators critically judge both the quality of the action and the athlete’s skill in their quest to win

Are these athletes skilled at what they do

Have to have the ability to judge the athlete and their sport

60
Q

Fantasy (cognitive dimensions of spectator experience)

A

Spectators imagine that they are participating in the action on display
Ie. watching an elite sport and being like “Oh yeah i could be in the NHL”

The more likely someone can see themselves as a part of the sport, they will rank their experience higher

61
Q

flow (cognitive dimensions of spectator experience)

A

Spectators feel intense absorption, loss of self-consciousness, and an altered sense of time

When time goes by fast because you are so absorbed in the experience that you lose track of time and awareness of what is going on around you

62
Q

personalities (cognitive dimensions of spectator experience)

A

Spectators concentrate on those athletes who are the most well-known

Knowing a little about the players

Connecting to them

63
Q

demonstration effect

A

a process by which people are inspired by elite sports, sports people, or sports events to participate in themselves

2298A Management in Kin (16 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions