Chapter 5 Flashcards
(23 cards)
What does consumer behavior refer to?
The psychological and social processes people undergo in the acquisition, use, or disposal of products.
Why do consumers buy goods?
To achieve some goal and to communicate something about themselves to others and themselves.
What is conspicuous consumption?
The acquisition of luxury goods that publicly display economic power.
What is a brand personality?
A set of human characteristics that people associate with a specific brand.
What do consumers prefer in terms of brand traits?
Brands with traits that are congruent with their self-concepts.
What are thinking goods?
Goods that serve exclusively utilitarian functions (e.g., a dishwasher).
What are feeling goods?
Goods that serve exclusively identity-related functions (e.g., jewelry).
What characterizes low involvement goods?
Repetitive or habitual choices made relatively automatically without much thinking.
What characterizes high involvement goods?
Infrequently bought and expensive goods that require a great deal of information search and deliberation.
What is deliberate purchasing behavior?
Characterized by a pre-shopping intention.
What theory is consistent with deliberate purchasing behavior?
The Theory of Planned Behavior.
What is impulse buying?
When a consumer experiences a sudden, often powerful, and persistent urge to buy something immediately.
What are self-control dilemmas?
Behavioral conflicts that arise when immediate enjoyment violates long-term personal goals.
What does self-control refer to?
The process of regulating behavior in the service of long-term personal goals.
What factors make self-control difficult to maintain?
- The hedonic experience is very desirable
- The hedonic goal is cognitively accessible
- Low motivation and cognitive control
What role does advertising play in consumer behavior?
Used to influence consumers into buying a certain product or brand.
What is the cognitive route in advertising?
Involves the use of persuasive arguments to change beliefs, attitudes, intentions, or behavior.
What is heuristic processing?
Applying rules of thumb to communications to decide on their validity without extensive elaboration.
Who is more motivated to process provided information?
High-involved people.
What is evaluative conditioning?
A process through which the emotional value associated with a stimulus is transferred to another stimulus.
How can evaluative conditioning change attitudes?
It can change an attitude towards a product without a change in beliefs.
What is subliminal advertising?
Advertising where the brand logo or product is presented at brief exposure times, making it unconsciously processed.
What conditions make subliminal advertising effective?
- The brand is already liked
- The brand name is not highly cognitively accessible
- The consumer needs the product
- The product is offered shortly after subliminal exposure
