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Consumer Behavior > Exam #3 > Flashcards

Exam #3 Flashcards

1
Q

Motivation Acronym

A

M - Major Components
O - Overt/manifest and hidden/latent
T - Tension reduction
I - Internal and external forces
V - Valence
A - Achieve goals
T - Thirst for Variety
I - Individual Differences
O - Order
N - Need Hierarchy

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2
Q

Major Components

A
  • energy and direction
  • ex. sitting on the couch and the remote dies
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3
Q

Overt/manifest and hidden/latent

A
  • conscious/outer motives vs subconscious/inner feelings motive
  • things you tell people vs things you don’t
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4
Q

Internal and External Forces

A

Information Processing Diagram

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5
Q

Valence

A

the desirability of an object in each situation (V = f (tension; product attractiveness)
- ex. water is most attractive when you’ve been working all day and you are dehydrated

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6
Q

Achieve Goals

A
  • buying products/services to solve problems & achieve certain goals
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7
Q

Thirst for variety

A

novelty seeking (trying something new)

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8
Q

Order

A
  • some people’s needs for organization is higher than others
  • ex. his wife and the dishwasher
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9
Q

Need Hierarchy

A
  • Maslow’s Hierarchy of Needs (Physiological, safety, belonging, self-esteem, self-actualization)
  • depth interviews/surveys can’t expose these types of answers
  • Ex) Couple having a discussion over dinner abt the cruise, viewer makes a script for couple, this helps inform the tester what the viewer actually thinks about cruise lines
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10
Q

Stress Curve

A
  • Performance on left, stress level on right
  • too little stress —-> burn-out
  • perfect medium
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11
Q

Instinct theory - McDougall

A
  • believed all motivations come from internal, catalog of biological motives
  • freud took instinct theory and took further
  • > creative, sex drive, destruction
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12
Q

Field Theory - Kurt Lewin

A
  • object and situation/environment
  • “field” = your environment (motives are learned from what’s going on around me)
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13
Q

Hierarchy of needs - Maslow

A
  • Physiological
  • Safety
  • Belongingness
  • Esteem
  • Self-actualization
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14
Q

Learned needs theory - McClelland

A
  • socialization/reference groups
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15
Q

W.J. McGuire

A

Motives include …
- Consistency & Categorization (“need for order”)
- attribution (causation) - new stimuli we try to immediately find out what caused it, to what do I attribute that thing
- Ex) Kenny Anderson (brings up the team), ads supporting car dealership (ppl believe him and not that he’s getting paid)
—> ego defense & reinforcement
- Ex) buying a new car, get there late bc u you want ppl to see it and wait for the reinforcement, but no one says anything

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16
Q

Personality Theory (Sigmund Freud)

A

1) Id (Instincts) – contains our primitive drives and acts with seeking the pleasure principle and avoiding pain, very selfish & don’t care abt the consequences (the devil on your shoulder)
2) Ego (Reality) – “playing referee”, operates on reality principle which strives to combine both Id and Superego, finding the middle ground in an acceptable way
3) Superego (Morality) – brain focused on moral standards and ideal gained from ppl around us, provides a guideline for judgements and prevents id from seeking gratification (angel on your shoulder

17
Q

Ex) is this Id, Ego or superego? : Hungry baby cries until fed

A

Id

18
Q

Ex) is this Id, Ego or superego? : girl wants to borrow necklace but knew mom would be angry if she took w/o asking, so she asked her mom

A

Ego

19
Q

Ex) is this Id, Ego or superego? : girl knew she could steal supplies from work because she knew she could get away with it however she didn’t bc stealing is wrong, even though it would have been easy

A

Superego

20
Q

Attitude

A

learned disposition to respond in a consistently favorable or unfavorable manner with respect to a given object … (or person, product, viewpoint etc.)

21
Q

Components of attitudes (3 components)

A

1) Cognitive – beliefs, facts, attributes (different characters, products they offer, slogan etc.)
2) Affective – feelings, emotions (“Ew”, “Gross”, “I hate McDonalds” / “A treat”, “I get a toy, yay”)
3) Behavioral – actions, purchase intentions

22
Q

Properties of attitudes

A

1) Consistency
2) Centrality (if an attitude is linked to a core value, it is very different to change that attitude)
3) Intensity (when affective component is so strong it overwhelms everything else)
—> Cockroach example (could offer her free steak for life but can’t compete with her core value of cleanliness)

23
Q

One-sided versus two-sided message. Which is more persuasive?

A

One sided - just present all the good stuff /all stuff you want to show
Two - sided - present both sides, good and bad (example – a political candidate saying that their component has done good stuff or admit to their faults/weaknesses)

Two-sided > more persuasive and credible

24
Q

Source credibility - components

A

1) Expertise – depends on the product, expert = provides credibility
2) Trustworthiness
3) Likability - the more attractive = the more likable they are perceived (Roger Federer’s likeability is high w people - ppl trust him)
- Familiarity, Attractiveness, Similarity

25
Q

Fear Appeals (used w security systems)

A

1) Severity of threat - anti-smoking ads showing the lungs of smokers
2) Probability of occurrence - a chance that it CAN happen to you
3) Coping response effectiveness (behavior change > lowers threat ex. wearing a mask during COVID)
4) self-efficacy - perception of ability to adopt the coping response (“Why do I do it anyway”

26
Q

Humor (Advantages vs Disadvantages)

A

Benefits
- attention
- recall of ad
- credible and likable
- create positive emotions
Risks
- is it appropriate?
- comprehension
- vampire creativity > when ad is so funny that ppl remember the ad but not the brand

27
Q

What do psychographic surveys specifically measure?

A

used to measure a specific product or activity
- general lifestyles > can be used to discover product opportunities
- specific lifestyles > analysis may help reposition existing brands

28
Q

VALS (what are the 8 segments and their descriptions)

A
  • classifies individuals using 2 dimensions
    1) Ideal principle oriented
    2) Achievement/status oriented
    3) Self-expression/action-oriented
    Top: Innovators
    Bottom: Survivors
29
Q

Ideals oriented

A
  • rules that we follow (10 commandments, golden rules, “assigned seating”
    1) Thinkers
    2) Believers
30
Q

Achievement oriented

A
  • making decisions that focus on prestigious
    1) Achievers
    2) Strivers
31
Q

Self-expression oriented

A

1) experiencers - youngest group, lifestyle is not based on acquiring stuff but on experiences, % of disposal income is on social things
2) makers - self-sufficiency group, solving your problems

32
Q

PRIZM (potential rating index for zip market)

A
  • based on the premise that lifestyle + consumption is based on demographic factors
  • analyzes geographic regions
  • “similar lifestyles, in similar neighborhoods”
33
Q

How is psychographic data collected?

A

1) Collecting interests during registration processes
2) Traditional focus groups/interviews
3) Tv cable box viewing data
4) Surveys
5) Website Analytics
6) Browsing data
7) Social media
8) Technological wearables
9) Ride-sharing services
10) Online delivery services

34
Q

Minnesota Mutual Mortgage Insurance

A

1) The finer things
2) Advantaged Advocates
3) White picket fences
4) Rural Route 1
5) Bare essentials

35
Q

Greyhound Bus

A

1) Roost to roost travelers (27%)
- One family member’s house to another to another family member’s house, normally middle-aged women (like two sisters going to see another sister), church, conservative
2) Independent Explorers (19%)
- Younger people (20s)
3) Nervous travelers (16%)
- Tend to be women, traveling alone
4) Aprehensive Travellers
- crazy ones, don’t wanna be there, should have stayed home
5) Spontaneous Mixers
- trying to pick up chicks

Consumer Behavior (3 decks)

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