Chapter 2

Question 1

Explain the steps in The Consumer Proposition Acquisition Process

Answer 1

First step – Motive development. (We have a problem we wish to solve. The want and need to buy something, we decide that we wish to obtain an offering.)

Second step – Information gathering. (We seek alternative ways of solving our problem, we are open/overtly searching, we are open to ways of solving our problem. The search for information can be Internal or External. Internal – we consider what we already know about the problem and how we might solve it. External – we seek supplementary information).

Third step – Proposition evaluation. (We evaluate different possibilities. How do we decide? We use criteria’s to rank various offerings. The criteria’s we evaluate propositions by can be rational or irrational. Rational = cost exc. Irrational = desire or intuition exc.)

Fourth step – Proposition selection. (we may select those products suggested that best for with our criteria. We also might need to re-evaluate if maybe those are not available at the moment.)

Fifth step – Acquisition/purchase. (deals with the moment of buying the selected item. Sometimes with a high degree of involvement in the decision-making and sometimes not and more a routine purchase. Ex. buying milk or a car.)

Sixth step – Re-evaluate. (we change our minds, cognitive dissonance. We change our beliefs, attitudes, opinions, values. to reduce the cognitive dissonance we might – selectively forgetting info. – minimizing the importance of an issue. – reverse a purchase decision.)

Question 2

What is Perceptual mapping?

Answer 2

“Perceptual mapping” – how people think about an offering, might be coca cola or Pepsi, a technique used to visualize on a map what people think of the product, maybe how it tastes of how it looks. With cars ex. it can be, cheap, high maintenance, quality and so on.

Question 3

Learning and Memory
How do consumers learn about new offerings? 3 ways

Answer 3

• Classical conditioning (Pavlov’s dogs, jingles for example, smell of warm bread in supermarket ex. Perfumes, associate a smell with something)
• Operant conditioning (Learning through behavior reinforcement. Loyalty cards ex. Supermarkets. Punishments and rewards.)
• Social learning (by observing others behavior we copy. Social media and so on, friends.)

The memorizing process can have:
- Repetition, recognition and recall.
- A association of a context.
- Not to much info at once, no information overload.
- Short sounds more effective for memory than short visual.

Question 4

Personality and Motivation in consumer behavior

Answer 4

Personality
How and what we buy is also based on our personalities. Personality types and different traits. In marketing certain personalities can be pointed or directed towards.

Consumer Motivation
Maslow’s hierarchy of needs.
Most businesses operate on the highest level, on the self-actualization needs.

Question 5

What is the Theory of Planned Behavior?

Answer 5

Our INTENTION to act a certain way.
Three characteristics – Attitude towards the behavior. Subjective norm. Perceived behavioral control.

This intention is Ex. smoking, we can:
a.) try to alter attitudes towards smoking.
b.) We can change their view on how others se them as smokers.
c.) we can change their perception of how they perceive their own ability to give up (their own behavior control).