Consumer Behavior Final Flashcards
Cognitive Dissonance
Desire for consistency between attitudes and behavior
- Inconsistency = Discomfort
- Motivated to reduce discomfort
Elaboration Likelihood Model: Central Route
Requires high motivation, ability, and opportunity
More likely for high-involvement consumers
Relevant information matters
◦ Facts, Evidence
◦ Logic, Reasoning
◦ Examples
Elaboration Likelihood Model: Peripheral Route
Requires less motivation, ability, or opportunity
More likely for low-involvement consumers
Easy-to-process information matters
◦ Message length, number of features
◦ Positive emotions
◦ Attractive / likeable source
Heider’s Balance Theory
People dislike unbalanced attitudes and will work to balance them.
To be balanced, there needs to be three positives, or two negatives and one positive
Swagger Wagon
Rap song by Toyota that was meant to depict minivans as cool and interesting
Who was deemed the father of modern advertising?
“We nominate Pavlov as the father of modern advertising… He took a
neutral object and, by associating it with a meaningful object… he gave
it added value. That is what we try to do in modern advertising.”
What is classical conditioning useful for?
- Linking products to desired responses
- Inducing general emotional responses
Three types of operant conditioning
Positive reinforcement: when consumer engages in behavior,
something good happens (e.g., loyalty programs).
Negative reinforcement: when consumer engages in behavior,
something bad stops happening (e.g., annoying sound inside car
stops when seatbelt is fastened).
§Punishment: when consumer engages in behavior, something bad
happens (e.g., eat expired food, get sick).
Operant Conditioning
Altering the probability of behavior by changing the consequences of the behavior
Vicarious Learning
When consumers watch the actions of
others and note the reinforcements they receive for their
behaviors
Attitude
An attitude is an overall evaluation that expresses how much we
like or dislike an issue, person, or object
5 characteristics of attitude
Favorability
Confidence
Resistance
Accessibility
Persistence
Implicit knowledge
Cognitive associations a consumer holds
between 2 constructs that exist outside his/her conscious
awareness
Subliminal Advertising Study - Vicary, 1957
- James Vicary’s study in New Jersey movie theater in 1957
- 2 messages flashed during playing of film: “Drink Coca-Cola” and “Hungry?
Eat Popcorn”
◦ Flash every five seconds
◦ Duration of flashes: 1/3000th of a second - Dramatic results were reported:
◦ 18.1% increase in Coca-Cola sales
◦ 57.8% jump in popcorn purchases
ALL FAKE RESULTS
Priming
Priming- Simply thinking about a concept activates related concepts in memory
Influences subsequent attitudes and behavior
Implicit Association Test (IAT)
Implicit attitudes can exist and be measured
Defines attitudes as the association between attitude object and good/bad
IAT Process
- 2 attitude objects are pitted against each other: AO1 and AO2
- Measure reaction times (in ms) to see how quickly people can pair AO1 with good versus bad words, versus AO2 with good versus bad words
- If quicker to pair AO1 with good items and AO2 with bad items, then implicit preference for AO1
When is IAT useful?
- If the consumer has no introspective access to their attitude toward a brand
- If consumer prefers not to report or admit to their attitude
toward brand
Attitudes are more likely to predict
behavior when…
◦ Consumers think deliberatively/ explain reasons for their attitude
◦ They are more accessible
◦ When they are specific
Prospect Theory
People see the world in terms of changes from reference points, where the marginal pain of losing is worse than the marginal pleasure of gaining
Replication Crisis
Many psychological studies have been found to be difficult to
replicate due to:
- bad methods
- fraud
- p-hacking
P-value
In statistics, the p-value is the probability of obtaining results as extreme as the
observed results of a statistical hypothesis test, assuming that the null hypothesis is
correct.
A smaller p-value means that there is stronger evidence in favor of the alternative hypothesis; p < .05 statistical significant
How to avoid p-hacking
- Decide your statistical parameters early, and report any changes.
- Decide when to stop collecting data and what composes an outlier
beforehand.
Decision-Making Process
1) Problem recognition:
Perceiving need
2) Information search:
Seeking value
3) Alternative evaluation:
Assessing value
4) Purchase decision:
Buying value and heuristics
5) Post-purchase behavior:
Value in consumption
Decision-Making Models
Compensatory
1. Additive
2. Weighted Additive
3. Additive Difference
Non-compensatory
1. Conjunctive
2. Disjunctive
3. Lexicographic
4. Elimination by Aspect
Weighted-additive multi-attribute model
Attitude toward brand b = sum of (importance of attribute * the
consumer’s subjective assessment
of the quality of b)
Ab = sum(Ii * Bi)
Additive Difference Model
Consumers sometimes make choices by making a series of pairwise comparisons, as in a tournament
These comparisons can weighted (i.e., different importance weights are assigned to different attributes) or unweighted
Unweighted: iPad vs Samsung
Screen 0 - 2 = -2
Price 2 - 2 = 0
Ram -1 - 2 = -3
Total = -5, Samsung (on right) wins
Determining weights in additive difference model
Conjoint analysis: Infer importance by observing how peoples’ preferences
for products change as attribute values are changed
Courtyard Marriott Conjoint Example
Designed for business travelers. Determined building shape, number of rooms, pool shape, and landscaping based on conjoint analysis. didn’t listen to pool suggestions though.
Stages of consideration and when to use different decision making models
- Initial Consideration Set
Use: Non-Compensatory - Reduced Consideration Set
Use: Non-Compensatory and/or
Compensatory - Choice
*essentially cannot use compensatory on large sets of data
Non-compensatory rules that compare across brands
- Conjunctive
- Disjunctive
- Lexicographic
- Elimination by Aspect
Conjunctive Rule
- Options are eliminated if they are not above some threshold on ALL of a set of important attributes;
Sometime called a “satisficing rule”—an option doesn’t have to be the best on any or all attributes—just above threshold on all
“Get rid of the bad ones”
Disjunctive Rule
- Similar to conjunctive
- Consumer sets acceptable levels for the cutoffs—levels that are more desirable
- Choose options that meet acceptable levels for many attributes
- “Find the good ones”
Example: evaluate whether each brand scores 3 or higher on all
ALL attributes to be the most liked option; circle options that score 3 or
higher on all attributes
