Ch. 5, 6, 8, 9, and 10 Flashcards
(110 cards)
1
Q
buyer readiness stages
A
the phases consumers pass on their way to purchase (includes awareness, knowledge, liking, preference, conviction, and purchase)
2
Q
attitude
A
an overall evaluation that expresses how much we like or dislike an object, person, issue, or action
3
Q
cognitive function
A
how attitudes influence our thoughts
4
Q
affective function
A
how attitudes influence our feelings
5
Q
connative function
A
how attitudes affect our behavior
6
Q
characteristics of attitudes
A
favorability, attitude accessibility (how easily and readily an attitude can be retrieved from memory), confidence (how strongly we hold an attitude), persistence (how long our attitude lasts), resistance (how difficult it is to change an attitude), ambivalence
7
Q
high-effort central route professing (cognition - thoughts)
A
influenced by the following:
- direct of imagined experience
- reasoning by analogy or category
- values-driven attitudes
social-identity-based attitude construction - analytical attitude construction
8
Q
low-effort peripheral route processing (cognitive - thoughts)
A
influenced by the following:
- simple beliefs
- unconscious influences
- the environment
9
Q
high effort central route processing (affect - emotion)
A
influenced by the following:
- emotional processing
- affective response
- attitude toward the ad
10
Q
low-effort peripheral route processing (affect - emotion)
A
influenced by the following:
- mere exposure effect
- classical + evaluative conditioning
- attitude toward the ad
- mood
11
Q
elaboration likelihood model (ELM 1)
A
requires different levels of MAO:
- motivation to process info (involvement, needs, risks)
- ability and opportunity to process info
12
Q
involvement (ELM 2)
A
a degree of interest a consumer finds in an object of activity
high involvement = important, personally relevant, greater risk, extensive information processing (central route)
low involvement = less important, relevant, risky, limited information processing (peripheral route)
13
Q
Greater MAO (ELM 3)
A
- Attention: focus on product-related info
- Comprehension: thoughts about attributes, includes more cognitive elaboration
- Persuasion: product beliefs –> brand attitude –> purchase intention
- Attitude: enduring, resistant to change, predictive of behavior
14
Q
Limited MAO (ELM 3)
A
- Attention: focus on peripheral cues
- Comprehension: thoughts about nonproduct info, includes low cognitive elaboration
- Persuasion: nonproduct beliefs –> ad attitude –> brand attitude –> purchase intention
- Attitude: temporary, not resistant, weak, unpredictive behavior
15
Q
Cognitive responses to communication
A
- Support arguments (+)
- Counterarguments (-)
- Source derogations (-)
16
Q
Fishbein Expectancy-Value Model
A
- Multi-attribute attitude model
–> Beliefs = represent specific knowledge/feelings consumer accumulated abt object/issue/activity
–> Salient beliefs = critical determinants of an attitude - attitude toward object model
–> overall attitude toward the object (brand)
–> belief of whether that brand has some attributes (belief)
–> how important it is that a brand has the attribute (evaluative component) - managerial implications:
(1) correct consumers’ misperception
(2) what my brand offers is more important
(3) introduce a new attribute in advertising
17
Q
Theory of Reasoned Action (TORA)
A
how, when, and why of consumer behavior
- how great the consequence is (bad vs. good)
- whether or not the act leads to a consequence (unlikely vs. likely)
normative influence = normative belief + motivation to comply with
marketing implications:
(1) change beliefs and evaluations
(2) emphasize normative beliefs
(3) signaling theory: action-based (4) observational learning
(5) change a set of relevant others
18
Q
Theory of Planned Behavior
A
attitude toward act + subjective norm + perceived behavioral control = behavior intention + behavior
perceived behavior control (PBC) = indivudals’ perception of how easy or difficult it is to perform the behavior – important to explain behaviors that require resources, opportunities, and skills
19
Q
how to influence cognition -based attitudes
A
communication source:
- source credibility (trustworthiness, expertise, social status, celebrities, ordinary consumers, experts, employees, influencers)
- company reputation
message
- argument quality
- one vs. two sided message
- comparative messages (indirect ads vs. direct comparative ads)
20
Q
affective (emotional) foundations of attitudes
A
- affective response = when consumers generate feelings and images in response to a message
- emotional appeal = a message designed to elicit an emotional response
21
Q
how affectively based attitudes are influenced
A
source = attractiveness, match-up hypothesis (source must be appropriate for the product/service)
message = emotional contagion (designed to induce consumers to vicariously experience a depicted emotion
fear appeals = message that stresses negative consequences
terror management theory (TMT) = how we cope with the threat of death by defending our world view of values and beliefs
22
Q
attitude toward the ad
A
whether a consumer likes or dislikes an ad
23
Q
utilitarian (of functional) dimension
A
when an ad provides information
24
Q
hedonic dimension
A
when an ad creates positive or negative feelings
25
when attitudes predict behavior
- level of involvement/elaboration - knowledge and experience
- analysis of reasons
- accessibility of attitudes
- attitude confidence
- specificity of attitudes
- attitude-behavior relationship
- emotional attachment
- situational factors
- normative factors
- personality variables
26
cognitive bases of attitudes when effort is low
- heuristics (e.g. country of origin, company reputation)
- communication source credibility
- schema-congruent (or incongruent) information
- involving messages (self-referencing strategy - relate the message to consumers' own experience of self-image, e.g. nostalgia, second person, augmented reality)
27
probability markers (hedges)
probable truth of the claim -- hedonic, low-involving products
28
probability marketers (pledges)
complete commitment of the truthfulness of claim -- utilitarian, high-involving products
29
affective bases of attitudes when effort is low
- mere exposure effect = familiarity reduces uncertainty, increases opportunities to process information and enhance liking
- classical conditioning learning
- instrumental (operant conditioning)
- attitude toward the ad
- mood
30
classical conditioning
learning method which includes building association through repetition, proximity, and contiguity
31
when to use classical conditioning
- mature, established brands (differentiation)
- low-involvement categories
- when brands in a category offer similar benefits
- attitude is shaped by associative learning process
drawbacks = lots of repetition + creativity required
32
instrumental (operant) conditioning
behavior + reward/punishment = increase or decrease in probability of response
views behavior as a function of prior actions and of the reinforcement of punishments obtained from prior actions
positive reinforcement = present positive consequence to INCREASE behavior
negative reinforcement = present negative consequence to INCREASE behavior
punishment = present negative consequence to DECREASE behavior
33
how to influence affect-based attitudes
communication source = attractive, likeable, credible
message = music, humor, sex, emotional content, context
34
judgment
evaluation of an object or estimate of likelihood of an outcome or event
35
decision-making
making a selection among options of courses of action
36
judgment + decision-making considerations
- estimation of likelihood
- judgment of goodness/badness
- anchoring and adjustment process
- imagery
- mental accounting
- emotional accounting
37
biases on judgment processes
- confirmation bias
- self-positivity bias
- negativity bias
- mood and bias
- prior brand evaluations
- difficulty of mental calculations
38
confirmation bias
focus on judgments that confirm waht you already believe, and hold those judgments with more confidence, ignoring information that runs counter
39
self-positivty bias
judgments made about extent to which consumer or others are vulnerable to having bad things happen to them (people tend to believe more bad things will happen to other people more than themselves)
40
negavitiy bias
consumers give negative information more weight
41
mood and bias
mood serves as initial anchor of judgment, reduces search for and attention to negative information, make consumers overconfident about conclusions they are reaching
42
prior brand evaluations
consumers learn from their previous experiences
43
difficulty of mental calculations
ease or difficulty of calculating the difference of prices/discounts will affect consumers' judgment of the size of these differences (more difficult = larger difference)
44
high-effort decision-making process
deciding which brands to consider --> deciding what is important to choose --> deciding whether to make a decision now --> deciding when alternatives cannot be compared
45
inept set
when deciding what brands to consider, options that are unacceptable
46
inert set
options toward which consumers are indifferent
47
attraction effect
when an addition of an inferior brand to a consideration set increases the attractivneness of the dominant brand --> a consumer's evaluation of a brand in consideration set depends on the other brands it's copared to
48
promotion-focused goals
goals that are focused on maximizing gains and positive outcomes -- puts emphasis on the self rather than the serve
49
prevention-focused
risk-averse, emphasize the product's efficacy than the user's skill
50
regulatory focus theory
prevention vs. promotion-focused goals
51
marketing implications of regulatory focus theory
- marketers should position an offering as being consistent with consumers’ goal-related or usage categories → influence the way consumers frame the decision, making consumer more likely to consider the brand and important related information
- frame or reframe purchase decision – emphasize different benefits depending on consumer needs, leverage comparisons to competitors
52
time construal theory
low construals vs. high construals -- whether we are making a decision on something we will buy or do immediately or later
low level - concrete construals = soon
high-level - abstract = later
53
marketing implications of construal level theory
when the decision outcome will be realized in the future, consumers will consider the hedonic aspects of a decision to be more imoprtant than the rational aspects
54
cognitive decision-making model
process where consumers combine items of information about attribues to reach a decision
55
affective decision-making model
process where consumers base their decisions on feelings and emotions
56
brand processing/attribute processing
evaluating one brand/attribute at a time
57
compensatory model
cost-benefit analysis model where negative features can be compensated for by positive ones
58
multiattribute models
when consumers are considering multiple attributes, they tend to give more weight to those that are compatible with thie rgoals
59
additive difference model
brands are compared by attribute, two brands at a time
60
noncompensatory model
model in which negative information leads to rejection of the option
61
conjunctive model
model that processes by brand, sets minimum cutoffs to reject "bad" options
62
disjunctive model
model that processes by brand, sets acceptable cutoffs to find options that are "good"
63
lexicographic model
model that processes by attribute, compares brands by attributes, one at a time in the order of importance
64
elimination-by-aspects model
model that processes by attribute, adds notion of acceptable cutoffs by attribute
65
endowment effect
when ownership increases the value of an item (decisions based on gains + losses)
66
appraisals and feelings
emotional framing done by consumer that determines the way they perceive an offering (high-effort feeling-based decision)
considers: what will I feel? how much will I feel it? how long will I feel this way?
67
decision delay
if consumers perceive decision to be too risky or entailing an unpleasant task, they may delay it, if they feel uncertainty about getting product information
68
noncomparable decision
process of making a decision about products or services from different categories, where alternatives cannot be compared
69
attribute-based strategy
making a noncomparable choice by making abstract representations of comparable attributes
70
effects of high-effort decsisions
consumer characteristics: expertise, mood, time pressure, extrememeness aversion (compromise effect, attribute balancing), attributes, metacognitive experiences
decision characteristics: information availability, information format, trivial attributes
group context: self-presentation, minimizing regret, information gathering
71
systematic processing
effortful scrutiny + comparison of information (logic)
72
heuristic processing
shortcut decision-making, using minimal cues/prior knowledge to impulsively make a choice
73
representativeness heuristic
making judgment by simply comparing a stimulus with the category prototype (exemplar)
marketing implication: can lead to biased judgments BUT if you position offerings close to a prototype that has positive associations in its consumer's mind, can lead to purchase decision
74
availability heuristic
basing judgments on information that most readily comes to mind (e.g. word-of-mouth, prior experience w/ brand or product
75
base-rate information
a bias about how often an event really occurs on average
76
law of small numbers
a bias where information obtained from a small number of people represents a larger population
77
unconscious low-effort decision making
spontaneous choicees that are strongly affected by environmental stimuli (e.g. senses, novelty)
evaluative conditioning can influence attitudes, unconscious brand choices, unconscious impresses, and body feedback
78
low-effort hierarchy of effects
sequence of thinking --> behaving --> feeling
more elaborate:
- consumer enters decision process w/ set of low level beliefs based on brand familiarity and knowledge obtained from repeated exposures to advertising
- in absence of any preconceived attitudes, these beliefs serve as the foundation for decision behavior
79
simplifying strategies when consumer effort is low
decision process under low-effort + low motiviation is simpler and involves satisfice (finding a brand that satisfies a need even though the brand may not be the best kind) and choice tactics (simple rules of thumb that help make quick and effortless decisions)
80
repeat purchase
consumers learn when the same act is reinforced or punished over time, then gradually acquire a set of choice tactics that will result in making a satisfactory choice in decision situations
81
performance
thought-based choice tactic that focuses on benefits, features, or evaluations of the brand
could also be an overall evaluation of a specific attribute or benefit, but satisfaction is key
82
habit
thought-based choice tactic where doing the same thing time after time is characterized by little to no information seeking, little to know evaluation to alternatives, and doesn't require strong preference for an offer but rather repetitive behavior and regular purchase
reduces risk but increases marketer's emphasis on shaping repeated purchase behavior
83
brand loyalty
a thought-based choice tactic where a consumer buys from the same brand repeatedly because of a strong preference for it
result of very positive reinforcement of a performance-related choice tactic or a debilitating learning curve
also includes multi-brand loyalty (buying two or more brands repeatedly bc of strong preference)
84
price
a thought-based choice tactic where a consumer buys from a cheap brand, a brand that's on sale/has a coupon, and ____ makes the purchase decision for them when they perceive few differences among brands + have low involvement w/ brands in the consideration set
85
zone of acceptance
the acceptable range of prices for any purchase decision
86
deal prone customer
consumer who is more likely to be influenced by price
87
normative influences
a thought-based choice tactic that features low-elaboration decision making based on others' opinions
result of direct influence, vicarious observation, and indirect influence
88
feelings
feeling-based choice tactic where ____ affects everything
affect = low-level feelings
affect-related tactics = tactics based on feelings
affect referral = simple type of affective tactic whereby we simply remember our feelings for the product or service
89
brand familiarity
feeling-based choice tactic involving easy recognition of a well-known brand
also involves:
co-brand = an arragement where two brands form a partnership to benefit from the power of both
unity = when all the visual parts of a design fit together
90
variety-seeking needs
feeling-based choice tactic involving the desire to try something different
also involves
- optimal stimulation level (OSL) = level of arousal that is most comfortable for an individual
- sensation seeking = consumers who actively look for variety
- vicarious exploration = seeking information simply for stimulation (satiation and boredom)
91
impulse-buying
feelings-based choice tactic involving an unexpected purchased based on strong feeling
characterized by intense or overwhelming feeling of having to buy the product immediately
- disregard for potentially negative purchase consequences
- feelings of euphoria + excitement
- conflict between control and indulgence
92
post-decision cognitive dissonance
feeling of anxiety over whether or not the correct decision was made
93
post-decision regret
feeling that consumer should have purchased another option
94
model of learning from consumer experience
process involving:
- hypothesis testing = testing out expectations through experience
- hypothesis generation = forming expectations about the product or service
- exposure to evidence = actually experiencing the product or service
- encoding of evidence = processing the information one experiences
- integration of evidence = combining new information with stored knowledge
95
what affects learning
- motivation
- prior knowledge + ability
- ambiguity of information environment + lack of opportunity
- processing biases
96
top dog strategies
market leader or brand that has a large market share
- when motivation to learn is high, consumer will try to acquire information that could be disproving + lead to a switch
- to combat this, top dog company can state specific claims that justify consumers' evaluation of the brand of convince consumers not to acquire new information (blocking exposure to new evidence)
- if top-dog evidence is ambiguous, consumer needs reinforcement of message + encouragement to try it
97
underdog strategies
lower share brand
- marketers can encourage consumers to learn about their brand in order to get them to switch
- when consumers are not motivated, underdogs should instigate learning through comparisons of their brand with the market leader
- underdog needs strong and distinct advantage to overcome overconfidence + confirmation biases
- create expectations + use promotions + facilitate product trials
98
types of satisfaction evaluations
utilitarian dimensions (how well a product functions) + hedonic dimensions (how the product makes someone feel)
all aspects of the brand experience--sensory, affective (feeling), behavioral, and cognitive appeals--can influence satisfaction and loyalty
satisfaction can vary w/ consumer involvement, characteristics, and time
99
disconfirmation
the existence of a discrepancy between expectations and performance
100
disconfirmation paradigm
shows how satisfaction or dissatisfaction can occur
based on one formal evaluation --> can be affected by social influences and consumer's satisfaction with their life)
101
satisfaction
expectations/performance --> positive disconfirmation --> _______
102
dissatisfaction
expectations/performance --> negative disconfirmation --> ________
103
attribution theory
how individuals find explanations for events (i.e. causes of effects of behavior) impacted by three factors:
(1) stability - is the cause of the event temporary or permanent?
(2) focus - is the problem consumer- or marketer-related?
(3) controllability - is the event under the customer or marketer's control?
104
equity theory
consumers form perceptions of their own inputs and outputs into a particular exchange and compare these perceptions with thier perceptions of the inputs and outpu ts of the salesperson
105
fairness in the exchange
perception that people's inputs are equal to their outputs in an exchange
106
post-decision feeling
positive or negative emotion experienced while using products
107
methods of coping w/ dissatisfaction due to consumption problems
- active coping (concentrating on ways the problem can be solved)
- expressive support seeking (getting insight from people w/ similar experiences)
- avoidance
108
mispredictions about emotions
expectation vs. reality
consumers tend to be more dissatisfied not only when a product fails to perform as we thought it would, but also when a product makes us feel worse than we thought it would
when we predict the outcome of uncertain events, we enjoy those moments less than people who make no predictions (anticipated regrets)
109
responses to dissatisfaction
- complaints = search for places to attribute their frustration
- service recovery = marketers need to find ways of making up for this dissatisfaction and win back the customers' business
- negative word-of-mouth = consumers saying negative things about a product or service to other consumers
110
customer retention
maintaining customer satisfaction
- care about customers
- remember customers between sales
- build trusting relationships
- monitor the service-delivery process
- provide extra effort
