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Consumer Behavior Exam 2 Flashcards

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1
Q

What is Consumer Behavior?

A

The acquisition, consumption and disposition of goods, services, time & ideas by (human) decision making units.

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2
Q

What influences Consumer Behavior?

A

Influenced by advertising, social media, friends/family, celebrity, sport & marketing communications.

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3
Q

What are three components of Consumption?

A

Acquisition: set of methodologies and systems to manage customer prospects and inquiries generated by a variety of marketing techniques.
Usage: A firm might develop a product that is not to be used with another product
Disposition: Throw out, recycle, Ebay

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4
Q

What is the definition of Consumer Motivation?

A

**The needs, wants, drives and desires of an individual that lead them toward the purchase of products or ideas. The motivations may be physiologically, psychologically, or environmentally driven.

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5
Q

What is personal relevance, and how does self-concept play a role?

A

Personal relevance: Why does it matter to me?
Self concept: Mental picture of who you are. If you see yourself as sporty, you will feel that nike shoes are relevant to you.

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6
Q

Name the three needs, and give an example.

A

Functional, Symbolic, Hedonic

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7
Q

What are three conflicts related to needs?

A

Approach-Avoidance, Approach-approach, Avoidance-Avoidance.

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8
Q

Define prototypical brand and provide an example.

A

best example of category.

Coca-Cola (soft drink, beverage) Google: search engine

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9
Q

What are the three components of the cognitive response model?

A

Counterarguments-disagree with the ad?
Support arguments-agree with the ad?
Source derogations-what do you think of source?

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10
Q

One-sided message

A

One sided: Presents only positive info

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11
Q

Two-sided message

A

Two-sided: Positive + Negative

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12
Q

Comparative message

A

Comparative: Makes direct comparisons with competitors

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13
Q

Define thin-slice judgments.

A

Evaluations made after very brief observations

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14
Q

Describe “wear-in” and “wear-out” effect.

A

Wear-out-becoming bored with a stimulus

Wear-in-consumer begins to learn

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15
Q

What is the definition of problem recognition?

A

percieved difference between an actual and ideal state

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16
Q

Define Ideal state, give an example.

A

The way we want things to be. ex: have a nice car, nice home etc

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17
Q

Define actual state, give an example

A

the way things actually are. ex:poor college student

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18
Q

What does “keeping up with the joneses” mean?

A

Always need the newest item. “new technoogy makes life easier”

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19
Q

Define Internal search.

A

The process of recalilng stored information from memory

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20
Q

What are two types of information recalled during an internal search?

A
  • Brands

- Experiences

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21
Q

Define retrieval set.

A

Brands or stores more readily remembered.

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22
Q

Define evoked set.

A

alternative brands evaluated when making a choice.*

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23
Q

Is retrieval or evoked set more desirable for a company?

A

Evoked set

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24
Q

How can a company use goals or usage situations to get you to consider and/or purchase a product?

A

Associate products with meeting goals

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25
Define salience, provide an example.
"top of mind" or more important in consumer's mind; egg white sandwiches at Dunkin Donuts for more health conscious consumers
26
What role does diagnosticity mean to attribute recall?
Ability to help us distinguish objects from one another.
27
Define confirmation bias and provide an example.
tendency to recall information that reinforces or confirms our overall beliefs rather than contradicting them; news reporter seeking witnesses with their view on the issue
28
What are some factors that hurt the accuracy of internal search?
consumers dont always accept key concepts consumers recall other more accessible attributes inhibition- recall of one attribute inhibiting the recall of another mood
29
What is the difference between pre-purchase search and ongoing search?
pre-purchase search- a search that aids buying decision | ongoing search- a search that occurs regularly, regardless of whether the consumer is making a choice
30
What are three examples of sources of external search?
retail- visits, calls, online media- news, social media, advertising experiential- try before you buy
31
What is information overload and how can it affect external search?
the exposure to too much information or data; can lead to a decline in decision quality. how many sites do you visit before you make a purchase?
32
How does involvement, perceived risk, consideration set, relative brand uncertainty and discrepancy of information affect the motivation to process info?
the greater the perceived risk and involvement, the greater the focus on the search process. the more brands in a consideration set, the longer the search process. the more uncertainty around the decision, the longer the search. the greater the discrepancy of information, the longer the search
33
Regarding the ability to process info, what are 2 characteristics of consumers who would conduct a longer search for info?
uncertain, discrepant
34
Define judgment as it relates to decision making.
evaluations or estimates regarding the likelihood that products or services possess certain features or will perform in a certain manner
35
Define anchoring and provide an example of anchoring in a retail setting.
starting with an initial evaluation and adjusting it with additional information; the initial price offered for a new car. prices lower than the initial price may seem more reasonable thanif they were to be the initial price
36
What role does mental accounting play in decision making?
categorizing spending and saving decisions into "accounts" mentally designed for specific consumption transactions, goals, or situations; vacation account, emergency account
37
Define framing and provide an example in a marketing context.
the initial reference point in the decision process. | 200 saved or 50% chance 400 saved
38
What is the difference between compensatory and noncompensatory decision rules. Provide an example of each.
compensatory- the consumer trades off one characteristic against another; SW noncompensatory- selecting a product or service on the basis of one characteristic or subset of characteristics regardless of the values of other attributes; Ford, never Chevy
39
Describe elimination by aspects; how is it related to non compensatory decision roles?
(non-c) attributes ordered by importance; alternatives acceptable on first attribute proceed to next attribute
40
Define and provide an example of prospect theory.
losses have more influence than gains. consumers have stronger reactions to price increases than price decreases
41
What role does the endowment effect play on the value of an item?
garage sales- price goods higher because you own them
42
How might a customer make a decision between two products that cannot be compared directly?
Alternative based: overall evaluation, may use pros & cons. Attribute based: consumers form abstract representations to help them compare options.
43
What are two decision characteristics that affect high-effort decision making?
info availability- the amount, quality, format of info | trivial attributes- attributes that not necessary but pushes a person to purchase
44
How does a decision made in a group context differ from a decision made for an individual who is alone?
when in the presence of a group, we tend to use different decision-making criteria, what image do we want to convey, selecting a choice that minimizes the likelihood of risk or regret of the group, and how we gather that info from the group members
45
Define representative heuristic and provide an example.
comparing a stimulus with the category prototype; what does "made in china" mean to you?
46
Define availability heuristic and provide an example.
basing judgments based on events that are easier to recall. hungry so think to eat at AMU
47
Define base-rate info and provide and ex.
how often an event really occurs on average. John is a man wearing goth clothes with long black hair listening to heavy metal music. is he likely to be Christian or Satanist?
48
Define the law of small numbers and provide an example.
info obtained from a small number of people that represents the total population. go thru town, first 10 people see are children, come to conclude there are no adults in the town
49
What is satisficing, and what is an example of a company that seems to do well when customers use satisficing as a decision making tool?
low-effort decision making, selecting a brand that satisfies a need even tho might not be best brand; subway eat fresh
50
What role does learning play in consumer decision making?
we decide on a choice tactic, make the choice, use the product, then based on the outcome we learn and adjust the choice tactics we use in the future
51
How does a company use reinforcement and punishment (in a consumer behavior context?)
reinforcement- it worked! do it again next time, Crest toothpaste punishment- it didnt work! never do it again. generic trash bags ripped so buy Hefty every time now
52
What are 3 examples of choice tactics that a consumer may use when considering a low-effort decision?
performance-related habit brand loyalty
53
What is the zone of acceptance? Provide an example.
the zone of acceptable prices for a certain product
54
What are the 3 types of normative influences discussed in class?
direct- others manipulate us vicarious- we observe others to guide our behavior indirect- we are concerned about the opinions of others
55
Why would a consumer change their purchase habits to seek variety rather than their tried-and-true purchase options?
satiation/boredom optimal stimulation/sensation seekers vicarious exploration
56
What are 2 feelings and/or processes that occur when a consumer engages in impulsive buying?
intense feeling | disregard negative consequences
57
Define post-decision dissonance and provide an example.
a feeling of anxiety of whether the correct decision was made or not
58
How does post-decision dissonance differ from post-decision regret?
regret- a feeling that one should have purchased another option
59
What are two things that a conusmer might do to relieve cognitive (post-purchase) dissonance?
take back the item | seek positive feedback to justify purchase
60
What are three factors that affect learning?
motivation- leads to seek out info prior knowledge ambiguity of info/lack of opportunity
61
How does overconfidence affect learning behavior?
inhibit learning by making customers avoid both highly negative and diagnostic info
62
What is the difference between a top-dog and underdog brand. Provide an example of each.
topdog- market leader, limitations to learning are advantageous; McDonalds underdog- lower-share brands, want to encourage consumer learning; PitaBros
63
What are two dimensions that a consumer considers when evaluating a product?
(dis)Satisfaction- (un)happy with purchase dimensions- how well the product functions, how well the product makes me feel (Utilitarian and hedonic)
64
What is the disconfimration paradigm? What role do expectations and performacnce play in the disconfirmation paradigm?
shows how satisfaction and dissatisfaction can occur. disconfirmation is the discrepancy btwn expectations and performance. basically, you have expectations about something...then experience it.. then have a discrepancy based on the performance then you determine whether or not the result is something that should be considered for future experiences.
65
Define attribution theory.
how people find explanations for events
66
What are three factors that a consumer may consider under attribution theory?
stability, focus, controllability
67
Define equity theory and provide an example/
focuses on the fairness of exchanges between individuals. the salesman spent tons of time with me before i purchased the car now he can be nowhere to be found
68
Provide two ways that a consumer might cope with dissatisfaction.
active coping- try to solve the problem, control emotions, look on bright side avoidance- avoid thinking about it, refuse to believe the problem has occurred
69
Wha are two responses a consumer might have after experienceing dissastisfaction?
take no action | discontinue purchasing
70
What is the difference between physical detachment and emotional detachament?
physical- physically disposing of an item | emotional- emotionally disposing of an item
71
What are three things that recycling behavior depends on?
motivation, ability, opportunity

Consumer Behavior (2 decks)

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