Week 7 Flashcards
What is involvement?
Persons perceived relevance of an object based on their needs, values and interests
What are components of invovelemt?
Consequences, factors and potential risks
What are high involvement decisions
- Decisions that have important consequences that will affect our lives
- There’s a criteria applied and active process of searching, learning and evaluating (Problem solving)
What are low involvement decisions
- Decisions that don’t have important consequences
- Choice is made without having a criteria (Habitual decision making)
Why are low and high involvement decisions significant to marketers
- how consumers perceive brands
- how they respond to advertising
- how they approach the decision process
- how interested they are in spending time and effort looking for information
- deliberating alternatives and choosing which decision rule they will use to make a choice
What is active learning
Involves purposeful, motivated acquisition of knowledge. It is nature exciting and engaging
How is active learning applied in consumer behavior?
Extensive information search formatting a purchase
High involvement
Learning more about the brands we are considering to buy from
What is passive learning?
Effortless acquisition of knowledge unrelated to goals
Who was passive learning developed by?
Krugman and Hartley
How did Krugman and Hartley come up with passive learning?
They observed how people watched tv and which ads that were recalled
What was the result of Krugman and Hartley’s study?
- Awareness of the brand = product behavior of purchasing
- Consumers purchase and try the brand = attitudes toward it would be formed
What is evoked set
Refers to all brand consumers are aware that might meet their needs
Consideration set
Refers to things consumers might actually consider buying or a consumer may have already have a well formed intention of what to buy
What is the routine decision process in a high involvement situation
- Problem recognition
- Intention
- Choice
- Outcome/evaluation
What are the process of low involvement when there’s a few differences among brands?
- Inertia
- Spurious (superficial loyalty)
- Random Choice
What are the process of high involvement when there’s a few differences among brands?
- Complex decision making
- Dissonance reduction
What are the process of low involvement in significant difference among brands?
- Variety
- Random Choice
- Experiment
What are the process of high involvement in significant difference among brands?
Complex decision making or brand loyalty
What is post purchase dissonance?
Engaging in extended search and looking for reassurance after purchase to see if they made the right choice
What are the different types of involvement?
- Product involvement
- Message response involvement
- Enduring involvement
- Ego involvement
What is product involvement?
Involvement surrounding personal relevance of the product based on needs, values or interest
What is message response involvement?
Involvement that reflects the consumers interest in marketing communications
What is enduring involvement?
The pre existing relationship between an individual and the object of concern
What is ego involvement?
Consumers perceptions of products or brands that are relevant to their self concept and ego which defines their identity
What is foxalls research?
- Involvement is a relationship between the product and consumers
- Long term interest in a product may affect the level of involvement and these may change depending the situation
- Situational involvement also depends on a particular event
How do you increase consumer engagement?
- Link the brand to hedonic needs
- Use distinctive or novel ways of communicating about the product
- Use celebrities
- Tell a story: Emotional glue and make an audience care
- Build a relationship: Building a knowledge of what brands stand for
- Get the consumer to participate: Use social media to engage consumers by involving them with their marketing communications
What does the state of flow describe?
Involvement that is characterized by enjoyment, focused attention, intrinsic interest, sense of being in control and loss of self consciousness
Who pioneered the study of flow?
Psychologist Mihalyi Csikszentmihalyi
What did Psychologist Mihalyi Csikszentmihalyi see with flow?
That flow is one of the most rewarding experiences in life that adds to a persons overall well being and suggests that one should seek opportunities to punctuate life with activities that are intrinsically rewarding
What is the dark side of flow?
Has addictive behaviors, obsessions, problematic use, impulsiveness
What are the steps in decision making process?
- Problem recognition
- Information search
- Alternative evaluation
- Choice
- Outcomes of choice
What is problem recognition?
A realization that is a difference exist between a consumers actual state and ideal state
When can problem recognition occur?
High involvement and low involvement
What is a need recognition?
recognizing you need something to fix your situation
What is opportunity recognition?
Is a situation where a consumers actual state stays the same and the ideal state is different
What is information search?
Where we identify appropriate information to fix our choices but it is not purely functional
What is pre purchase search?
Researching complex information to make the decision
What is ongoing search?
This occurs independently of a specific immediate purchasing problem
Who identified the 5 classes of information?
Vogt and Fesenmaier
What are the five classes of information need?
- Functional
- Hedonic
- Sign
- Innovation
- Aesthetic
What are functional needs?
Acquisition of knowledge from ones own experiences, those of others, and through stimuli and reduce risk. These act as a way of educating a consumer about the products utility, attributes and applications
What are hedonic needs?
Are elements of pleasurable experiences that may occur during decision making
What are signs needs?
What are products saying ab out us and information passed to signify your social positions
What are innovation needs?
This is something that is new or different to a consumers
What are aesthetic needs?
Are information viewed as a stimulus to visual thinking to imagining the product and how it looks like in your life
What are internal search?
Resources that have previous experience s stored in memory to draw upon
What is external search?
May be needed for difficult purchase
What are examples of incidental information?
By talking to people or noticing an ad
What are alternative evaluation?
Third step of decision making and it is identified information that issued to evaluate the choices
What are evoked set?
When consumers choose brands they already know
What is consideration set?
When consumers look at brands they consider to buy
What is inert set?
Brands that consumers don’t consider at all
What is evaluative criteria?
Factors used to compare things to make a choice
What are potential factors that will be considered in the evaluative criteria?
Beliefs, attitudes and intentions
What are outcomes of choice?
How people feel about their purchases
What is disconfirmation paradigm?
The difference between a consumers pre purchase expectations of the product performance and their post purchase experiences
What are the possible scenarios of the disconfirmation paradigm
A product is perceived to perform better than expected
What do consumers look for?
Reasons for satisfaction or dissatisfaction
What is the attribution theory?
This seeks to understand how consumers can rationalize their satisfaction or dissatisfaction
Why do attributes arise?
Its when one evaluates the extent to which the initial product performance corresponds to ones aspiration that product and one then questions the outcome
What are some key points of attributions?
- Type of product will affect the nature of attribution, mass produced products = lead to stable attributions
- Unstable attributes = likely to occur when the nature of product means that the quality could vary
- Well formed expectation of a satisfactory or unsatisfactory experience can be difficult to change
- Attribution will be with or outside of the control of the consumer
What do marketers need to be aware of the type of attribution?
They need to be aware that their products will likely be subject to and ensure that they respond appropriately
Who studied different shopper types?
West Brooke and Black and Ganesh et al
What are the different shopper types?
- Economic
- Social
- Apethic
- Enthusiast
- Basic
- Bargain
What are economic shopers?
Price conscious people looking for a bargain
What are social shoppers?
Those who enjoyed the social experience of going shopping
What are apathetic shoppers?
Uninterested in shopping and not enjoying it
What are apathetic shopers?
Indifferent to shopping
What are enthusiast shoppers?
They enjoy shopping
What are destination shoppers?
They find the right place to buy the brand or product they are after
What are bargain seekers?
They want to find a good deal
What are market mavens?
Active information seeking consumers who likes to communicate, provide information to others on a broad variety of goods, services and marketplace characteristics
What are the hedonic reasons of purchasing
Getting pleasure from the activity
Who published an exploratory review of 30 people aged between 20 and 47 and looked at social and personal motives of shopping?
Tauber in 1972
What are the personal motives for shopping?
- Role playing
- Diversion
- Self gratification
- Learning about new trends
- Physical activity
- Sensory stimulation
What is role playing according to tuber?
Relates to a certain role
What is diversion according to tuber?
Shopping can be a recreational activity and can be a diversion for everyday life
What is self gratification?
Shopping maybe a compensation for other problems in consumers’ lives
What is learning about new trends?
Keeping up to date
What is physical activity?
People shopping for exercise
What is sensory stimulation?
Creating flow experience in shoppers
What are social experiences in shopping
Social events
What is communicating with others who have similar interests
Talking about something in common
What did Royo Vela and Casamassima conclude?
That brand communities can be used by companies to increase customers levels of satisfaction and commitment and enhance positive word of mouth communication
What is peer group attraction?
People are attracted to shop as a way for them to associate with their aspirational group
What is status and authority in shopping
Feeling special
What is pleasure of bargaining?
Pleasure of haggling or feel that they can get a deal
Who identified four groups of online shopping?
Rohm and Swaminathan
What are the four groups of online shopping
- Convenience shopper —> Convenience of shopping
- Variety seeker —> liked seeking across retail alternatives, products and brands
- Balanced buyer —> showed a lower likelihood to plan purchases and might be more impulsive
- Store oriented shopper —> they prefer physical orientations of the store and immediate possession of goods
- Comparison shoppers —> compare product features, prices and brands before making their purchases and actively look for promotional offers
- Blended shopping —> consumers mix and match interenet and online stores (order online and pick up in person)
What is impulse purchasing
A strong urge to buy something without the thought of consequences
What is accelerator impulse?
Impulsively buying for a future need
What is compensatory impulse?
Make impulse purchases as a reward for success or as a compensation for failure
What is breakthrough impulse?
Relates to the sudden need to make a purchase triggered by some kind of unconscious problem or issue
What is blind impulse?
Impulse buys that are not easily explained or rationalized by the consumer
Why is choice a good thing?
It means we can have more variety in style, price and content
Why is choice viewed as a bad thing?
Leads to confusion and discomfort
What is the paradox of choice?
Too much freedom and more choices leads consumers to be less happy with what they choose because it is hard to find the best especially in environments where there is a lot to choose from
What is satisficing?
The approach of making a good enough decision after considering a limited number of alternatives
What are the components of a satisficer consumer?
Choose a brand based on a threshold ie price
How can marketers benefit with this information?
Marketers can use this information from purchasing statistics to identify where to invest and what products are kept in production and what is out
What is maximizing?
Considers all alternatives and seeks out the best option
What are heuristics?
- Mental shortcuts or rules to help fix decision making
- These can lead to less optimal decisions but can be useful for consumers in situations where there is a lot of choices but little differences between brands and the outcome of choice
What are cognitive biases?
Systematic deviations from rationality in reasoning, memory, or evaluation
Who categorized heuristics?
Jansson Boyd
What are the four types of heuristics?
- Prediction
- Persuasion
- Compliance
- Choice
What is prediction heuristics?
Used where the consumer is trying to predict a future outcome
What is availability heuristics?
Judging the likelihood or frequency of something happening in the future by how easy it is to remember similar events
What are representativeness heuristics?
Refers to judging something on the basis of how similar it is to something else
Who found that people typecast features and make assumptions on the basis of stereotyping?
Tvversky and Kahneman
What is persuasion heuristics?
Refers to how people take shortcuts the processing messages and deciding what to believe and how to behave
What is the social proof?
Where majority of opinion is used for guidance
What is compliance heuristics?
These are built around the likelihood of choosing something based on complying with a request
What is scarcity heuristic?
Means that we place higher value on something judged to be rare or scarce
What is reciprocity?
Involves apparent return of a favor
What is choice heuristics?
- Allows us to reduce the number of attributes to be considered for the possible alternative choices
- These are oriented towards reducing cognitive efforts especially in situations where the product class is not very important where there are a lot of brands to choose from
What is lexicographic heuristic?
Consumers decide which attribute is more important and select the brand that offers. the best value for this attribute
What is anchoring?
Over reliance on one piece of irrelevant information to make a decision
What is framing?
This refers to how we make a decision through the context where a choice is presented to us
