Consumer Behavior

Question 1

What is consumer behavior

Answer 1

It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

Question 2

Buyer behavior?

Answer 2

an emphasis on the interaction between consumers and producers at the time of purchase.

Question 3

Complexity of Behaviors

Answer 3

Self-concept
Self-control
Ego depletion

Question 4

Consumers are different, how to divide them up?

Answer 4

Income, lifestyle, comfort concerns, age, peer influence, ,occupation, family size/

Question 5

What is nudge marketing

Answer 5

refers to deliberately manipulating how choices are presented to consumers

Question 6

Materialism

Answer 6

refers to the importance people attach to worldly possessions.

Question 7

Non-materialistic

Answer 7

consumers prefers products with personal significance, such as a mother’s weeing gown, picture albums. In contrast, high materialistic consumers preferred prestige goods that they could publicly consume.

Question 8

Social Marketing

Answer 8

strategies use the techniques that marketers normally employ to sell beer to encourage positive behaviors

Question 9

Corporate Social Responsibility (CSR)

Answer 9

describes processes that encourage the organization to make a positive impact on the different stakeholders.

Question 10

Major Policy Issues Relevant to Consumer Behavior

Answer 10

Date Privacy and Identity Theft,
Market Access for physical, mental, economic, or social barriers,
Sustainability and Environmental Stewardship

Question 11

Sensation

Answer 11

refers to the immediate repose of our sensory receptors (eyes, ears, nose, mouth, fingers, skin) to basic stimuli such as light, color, sound, odor, and texture.

Question 12

Perception

Answer 12

is the process by which people select, organize, and interpret these sensations.
The study of perception, then, focuses on what we add to these raw sensations to give them meaning.

Question 13

Stages of Perception- Stage 1

Answer 13

Exposure

Occurs when a stimuli comes within the range of someone’s sensory receptors.

Question 14

Exposure

Answer 14

Sensory thresholds- which is the point at which it is strong enough to make a conscious impact in his or her awareness.
Absolute threshold- is the minimum amount of stimulation we can detect.
Subliminal Perception- refers to a stimulus below the level of the consumer’s awareness.

Question 15

Stages of Perception- Stage 2

Answer 15

Stage2: Attention

Attention refers to the extent to which processing activity is devoted to a particular stimulus.

Question 16

Attention

Answer 16

Sensory overload: we are exposed to far more information that we can process.
Perceptual Selection means that people attend to only a small portion of the stimuli to which they are exposed.

Question 17

Stages of Perception- stage 3

Answer 17

Stage3: Interpretation

Refers to the meanings we assign to sensory stimuli

Question 18

Interpretation

Answer 18

The meaning we assign to a stimulus depends on the schema, or set of beliefs, to which we assign it.
Identifying and evoking the correct schema is crucial because it’ll determine how consumers will evaluate the product/services.

Question 19

Learning

Answer 19

relatively permanent change in behavior caused by experience.

Question 20

Incidental learning

Answer 20

happens when we learn without direct experience.

Question 21

Two major approaches to learning represent this view:

Answer 21

classical conditioning and instrumental conditioning.

Question 22

Classical Conditioning

Answer 22

occurs when a stimuli that elicits a reposes is paired with another stimulus that initially does not elicit a response on its own.

Question 23

Stimulus generalization aka halo effect

Answer 23

refers to the tendency of stimuli similar to a CS to evoke similar, conditional responses.

Question 24

“piggybacking” strategy

Answer 24

some products are deliberately packaged to resemble popular brands.

Question 25

Stimulus discrimination

Answer 25

occurs when a UCS does not follow a stimulus similar to a CS.

Question 26

Instrumental Conditioning

Answer 26

occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes.

Question 27

Three ways of IC

Answer 27

Positive reinforcement Negative reinforcement Punishment

Question 28

Observational learning

Answer 28

occurs when we watch the actions of others and note the reinforcements they receive for their behaviors.

Question 29

The Observational Learning Process

Answer 29

``` Attention Retention Production Processes Motivation Observation ```

Question 30

Consumer socialization

Answer 30

is the process by which young people acquire skills, knowledge and attitudes relevant to their functioning in the marketplace.

Question 31

Memory

Answer 31

the process of acquiring information and storing it over time so that it will be available when we need it.

Question 32

5 stages of memory

Answer 32

``` Sensory Memory attention Short-term memory Elaborative Rehersal Long term memory l ```

Question 33

Episodic memories

Answer 33

relate to events that are personally relevant.

Question 34

associative network

Answer 34

that contains many bits of related information.

Question 35

spreading activation

Answer 35

``` allows us to shift back and forth among levels of meaning. Thus memory trace for an ad in on or more of the following ways: Brand-specific Ad-specific Brand identification Product category Evaluation reactions ```

Question 36

Motivation

Answer 36

refers to the processes that lead people to behave as they do

Question 37

hedonic

Answer 37

hedonic (i.e. an experimental need, involving emotional responses or fantasies)

Question 38

utilitarian

Answer 38

. a desire to achieve some functional or practical benefit, as when a person loads up on green vegetables for nutritional reasons

Question 39

Drive Theory

Answer 39

focuses on biological needs that produce unpleasant states of arousal

Question 40

Expectancy Theory

Answer 40

suggests that expectations of achieving desirable outcomes rather than being pushed from within motivate our behavior.

Question 41

Motivational Conflicts

Answer 41

A goal has valence, which means that it can be positive or negative: we are motivated to approach positive outcomes or avoid negative outcomes

Question 42

Motivational Conflicts stages

Answer 42

Approach-Approach Conflicts (theory of cognitive dissonance) Approach-Avoidance Conflicts Avoidance-Avoidance Conflicts

Question 43

Specific Needs and Buying Behavior

Answer 43

eed for achievement / Need for affiliation / Need for power / Need for uniqueness

Question 44

Evaluations

Answer 44

are valenced (i.e. positive or negative) reactions to events and objects that are not accompanies by high level of physiological arousal.

Question 45

Moods

Answer 45

involve temporary positive or negative affective states accompanied by moderate level of arousal

Question 46

Mood Congruency

Answer 46

refers to the idea that our judgments tend to be shaped by our moods. For example, would consumers judge the same ad differently if they were happy or sad?

Question 47

Involvement

Answer 47

reflects our motivation to process information

Question 48

Inertia

Answer 48

describes consumption at the low end of involvement, where we make decisions out of habits

Question 49

Product involvement

Answer 49

is a consumer’s level of interest in a particular product Consumers will be highly involve if they believe there is a lot of perceived risk Monetary risk Functional risk Physical risk Social risk Psychological risk

Question 50

Self-Concept

Answer 50

summarize the beliefs a person holds about his/her own attributes and how he/she evaluates the self on these qualities.

Question 51

Impression management

Answer 51

how we work hard to “manage” what others think of us; we strategically choose clothing and other products that will show us off to others in a good light.

Question 52

self discrepancy

Answer 52

the gap between the selves--ideal from actual. Individuals with a huge gap are easily targeted for marketing communication for fantasy appeal.

Question 53

dramaturgical perspective

Answer 53

consumers behavior views people as actors who play different roles.

Question 54

Symbolic interactionism

Answer 54

stresses that relationships with other people play a large part to form the self.

Question 55

looking-glass self

Answer 55

view, our desires to define ourselves operates as a sort of psychological sonar: We take reading of our own identity when we “bounce” signals off others and try to project their impression of us.

Question 56

public self-consciousness

Answer 56

express more interest in clothing and use more cosmetics than others who score lower.

Question 57

self-monitors

Answer 57

more attuned to how they present themselves in their social environment.

Question 58

Empty Self

Answer 58

empty-self critique sees identity as a black hole into which the consumer relentlessly feeds objects but which never fills up!

Question 59

value

Answer 59

is a belief that some condition is preferable to its opposite.

Question 60

belief system

Answer 60

system may be quite different (e.g., animal activism vs. health concerns