Consumer Behavior Final Flashcards
(124 cards)
1
Q
the emotional button
A
Amygdala/Limbic system (emotional brain)
2
Q
Marketing & Research implications
A
We don´t sell products/services/brands… we sell emotions
The main basic emotions
We tell relevant & emotional stories (storytelling)
3
Q
Brands which better emotional connection, grow more
A
Emotional linkage:
Low +32%
Intermediate +110%
High +191%
4
Q
How to connect our brands, products & services to the reward system (motivations)
A
DOPAMINE
REWARD SYSTEM
5
Q
directly determines brand growth
A
Brand experience:
Low -8%
Intermediate +92%
High +188%
6
Q
Consumer mind has brake & throttle (accelerator) for decision making
A
Frontal lobe
Limbic system
7
Q
we are trying to understand how “buy bottom” works
A
true
8
Q
Brain/mind is saturated a way to catch attention…;
A
innovation
Innovative brands achieved better shareholder return
Invest more on advertising
At able to grow 7x
The average brand scores > 100 Disney, Apple, Microsoft, IKEA, Pampers
9
Q
Emotional braib
A
Limbic system
10
Q
Brands have to be ……………..to get room in the consumer mind
A
MEANINGFUL, DIFFERENT &; SALIENT,
Spotify / Google / Whatsaap / Apple / ZARA / NEtflix /Instagram
11
Q
Motivations (positive valence)
A
comes from the Latin word “movere”, which means “to move”
is an “inner state of arousal”, with the aroused energy directed to achieving a goal
evokes a psychological state in consumers called “involvement”
Motivation has to do with the reward system
12
Q
Barriers (Negative valence barrier)
A
is an “inner state of arousal”, with the aroused energy going in an opposite direction regarding a determined object
In a consumer behavior context the result of a barrier is avoiding a determined product, service, brand, experience, packaging, advertising campaign
13
Q
Marketing and Research implications (Motivations and Barriers)
A
Marketing team support its product, service, brand… on motivations and try to avoid every barrier (having in mind the consumer perception & experience)
14
Q
Similar terms with Motivation and barriers
A
Motivations barriers Drivers brakes Gains pains Advantages disadvantages Likes dislikes
15
Q
Determines the brand growth
A
Brand experience
16
Q
Gap Between motivations and Barriers
A
Neutral (indifference)
Ambivalence
17
Q
Motivations (individual differences)
A
The motivations and barriers of a consumer depend on her/his personal learning history about pleasure or displeasure experiences
18
Q
How to distinguish Motivations
A
Level of motivation
Direction of the motivation (object)
19
Q
Things related to dopamine and reward system
A
Meditation Series Reading books Music Running Football Sports Fashion Beer Coke Cheese Hamburger Coffee/tea Chocolate
20
Q
What affect motivations?
A
- Personal relevance
- Values
- Needs (desires, impulses…)
- Goals
21
Q
Business, Marketing and Research implications of motivations
A
- To segment and target specific markets
- Enhance motivation to process communication
- Product development and; positioning (R+D)
22
Q
Motivations and; sorroundings
A
Values
Needs
Goals
Beliefs
23
Q
Attitudes and; sorroundings
A
Personality
Lifestyle
24
Q
Behavior and; sorroundings
A
Habits
Routines
Rituals
25
6 Basic emotions
```
Happyness
Sadness
Fear
Surprise
Anger
Disgust
```
26
Where do emotions play a key role
in the customer experience
| Emotions are used everyday in Marketing, Communication and Commercial actions
27
Definition of Attitude
A state of mind in the sense of “settle behavior, an representing feeling or opinion
A psychological tendency, model or framework to assess the world
A kind of “glasses” to relate and assess the external reality
28
An attitude implies the collaboration of 3 levels as they Express a judgement
Cognitive level
Affective level
Behavioral level
29
An attitude implies...
A way of thinking (cognitive) thoughts about something
A way of feeling (affective) emotions toward something
A mode of behavior (behavioral) actions regarding something
30
Attitudes examples…
```
…are “positions” toward the external reality (world, market, category, product…)World
Ideology
Religion
Market
Category
Product
Technology
Food
```
31
Attitude
Mental entitty that charatherizes a person
Complex and acquired by experiences
Predisposed stated of mind / responsive
32
Uses and; Attitudes studies
U and A
Segmentation
Consumer typologies
33
Attitudes past vs today
Past (social class)
| Today (attitudes, personality, lifestyles)
34
how is built Personality from a biological approach
Temperament (genetic dimension) + Character (Cultural dimension and how we react)
35
“It is not the strongest of the BRANDS that survives, nor the one with the best business intelligence,
but the one most responsive to change”
36
It is the last evolution of the nervous system
Frontal Lobe
37
Responsible for basic functions
Cerebellum (Present/TO DO)
| Basic function: rituals routines habits behavior uses
38
Responsible for learning
Lymbic system
39
Responsible for emotions and memory
Amigdala Hippocampus
40
Responsible for motivations & barriers
Reward system
41
Less complex activities of the brain (related to actions & Behavior
Behavior / Habits/routines/rituals / uses
| Perception /attention/senses/ motivations & barriers/emotions
42
Responsible for empathy
Mirror neurons
43
Human mind main 4 functions
```
To Do (present/reptiles)
To Feel (learning from past/mammals)
To communicate /to say
To think (managing the future/ human being)
```
44
Hardware and software of the human mind
hardware: brain
software: mind
45
Brain & mind role
Innovation (what are we going to do newer)
| Learning (what are we going to do better)
46
Two hemispheres linked by corpus callosum
Left (logic, math, language, reading, writing, analysis)
| Right (personality, creativity, intuition, music, art, spatial abilities)
47
Biochemistry and personality trait Eysenck
Introvert vs extrovert
| Emotionally unstable vs emotionally stable
48
Difference vs introvert and; extrovert
Introvert (high arousal level, don't look for social stimuli)
Extrovert (low arousal level, look for social stimuli)
49
The brain is not a digital computer, its a juicy gland
Robert Zajonc
50
The brain as a computer
Physics
Electricity
Nerve impulses
51
The brain as a cocktail
Chemistry
Neurotransmitters
Hormons
52
Biological approach application in marketing research
Neuroscience and; Neuromarketing
53
Tools to track emotions:
```
FMRI Limbic system
Brainwaves (EEG) Brain Cortex
Facial coding Face
Skin Conductance Skin Biometrics
Eye tracker
```
54
Part of the brain related to system 1
Limbic system (emotional connection)
55
Part of the brain related to system 2
PRefontal lobe (a good reason why)
56
Personality Frameworks
Biological approach (Charles Darwin)
Trait approach (Gordon Allport)
Psychoanalysis (Significant Freud, Anna Freud, Eric Berne, Carl Jun)
Humanism ( Rogers and Maslow)
Cognitivism (Skinner, Bandura and Mischel)
57
Origins of the trait approach (personality)
```
Gordon Allport 1936
Looking for a factor → a cluster of items
The factor analytic method
Statistical analysis (quant)
To explain & predict behaviors
```
58
the trait approach today (personality)
```
The Big five (most widely accepted factor analytic solutions)
Open (smart or dumb)
Conscientious (coun on)
Extravert (bully)
Agreeable (warm)
Stable(neuroticism) (crazy?)
```
59
Which is the trait most controversial
Open
60
Questions related to the Extraversion trait
Is active & dominant, or passitve & submissive? (can I bully or will bully me)
61
Questions related to the Agreebleness trait
Is agreeable (warm & pleasant) or disagreeable (cold & distant)
62
Questions related to the Conscientiousness trait
Can I count on (is responsible and conscientious or undependable and negligent)
63
Neuroticism
Is crazy (unpredictable) or sane (stable)?
64
Openness or intellect
Is smart or dumb (how easy will it be for me to teach him)
65
The father of psychoanalysis approach
Sigmund Freud
66
Marriage to Understanding consumer behaviour
Psychology
| Business Marketing Research
67
Types of motivations
```
NEgative Balance (barriers)
Neutral Balance
Positive Balance (motivations)
```
68
Psychoanalysis approach (personality)
Excessive complexity
Case study method
Clinical environment (Psychopathology)
Untestability
69
STRENGHTS AND APPLICATIONS TO THE MRCB:
| psychoanalysis approach
The unconscious world
| The emotional level
70
Application to Market Research and Consumer Behaviour
| psychoanalysis approach
```
Free association (Through the language to the mind
The emotional level)
Qualitative Research (2 levels: manifest and; latent level)
```
71
Freud: first model about the mind
```
Conscious level (conscious mind 10%)
Pre-conscious level (Subconscious mind) 50-60%
Unconscious level (30/40%)
```
72
Freud: second model about the mind
Superego (moral and rules / ideas and moral concept
Ego (conflict)
ID (needs and wishes) /stimuli
73
The Psychoanalytic ApproachApplication to the MRCB
(Consumer typologies
Extroverted versus
Introverted
74
Responsibility of Hypothalamus
basic functions
75
Responsibility of Reward system
motivations & barriers
76
Responsibility of amygdala
emotions
77
Responsibility of Mirror neurons
For empathy
78
Responsibility of limbic system
learning
79
The Psychoanalytic Approach Carl Jung - consumer typologies
Extrovert vs introvert
Collective unconscious
It refers to structures of the unconscious mind which are shared among beings of the same species.
The human collective unconscious is populated by instincts and by archetypes universal symbols
80
universal symbols for collective unconscious
```
The Great Mother
The Wise Old Man
The Shadow
The Tower
The water
The Tree of Life, and many more
```
81
3 approaches fo thr collective unconscious
Ego
Personal unconscious
Collective unconscious
82
The Psychoanalytic Approach by Anna Freud
Mechanism of defence
83
Mechanism of defence Application to the MRCB
Consumer psychological mechanisms:
Projection
Introjection (identification)
Rationalization
84
Consumer psychological mechanisms of the Psychoanalytic Approach
Projection
Introjection (identification)
Rationalization
85
Whta is projection mechanism about
Attributed an unwanted impulse or attribute in oneself to other people (association with friends going to some places)
86
What is Introjection (identification) mechanism about
A person incorporates into his/her own psychic aparatus the characteristics of another person. (association with other People)
87
What is Rationalization mechanism about
Create a seemingly logical reason for doing something emotionally (channel example)
88
Transactional analysis Eric Berne
Parent (Superego)
Adult (Ego) here and now
Child (id) replayed from childhood
89
Transactional analysis Eric Berne - PAC model
Parent Ego State: behaviors copied from parents
Adult Ego: behavior as responses to the here and now
Child Ego: behavior replayed from childhood
90
Differences between personality approaches
Biological approaches: body and personality
Trait approach: individual differences, Quantitative and factorial
Psychoa- nalysis: complexity , clinical , unconscious, sexual, aggression
Humanism: introspection, awareness, unique, positive, self, motivations and creativity
Cognitivism: behavior research, experimental, science, objective, environment
91
What is the Biological approach about
The body and the personality (genetic, physiology, anatomy…)
92
What is the Trait approach about
Individual differences
The average of many behaviors performed over time and across situations.
Quantitative approach
Factorial analysis
93
What is the Psychoa- nalysis approach about
```
Complexity
Clinical approach (psychotherapy)
Unconscious
Sexuality
Aggression
```
94
What is the Humanism approach about
```
Introspection
Awareness
Unique person
The positive part of the personality
Self actualization
Motivation
Creativity
```
95
What is the Cognitivism approach about
```
Behaviour
Research (data)
Experimental design
Objective
Science
Tight theoretical reasoning
Environment
```
96
The Humanistic Approach
- unique view of reality
- PHENOMENOLOGY: THE BASISC OF FREE WILL
- OWN OPINIONS
- Qualitative research: active listening and acceptance
- consumer perspective
- different views of reality and difference in cultures
- no selfish or meaningless
- cheerful perspective
- PHENOMENOLOGical principle: reality is what you make it
- experience
97
Phenomenology
The present now and here
| Most important that the world it self
98
The pillars of Qualitative Research are (The Humanistic Approach):
-To connect with the consumer point of view (to put oneself in someone else´s shoes).
-Unconditional listening and acceptance of the other´s perspective.
-Empathy.
-To be 100% here and now the present.
-Completely consumer centric.
What is shared by some/all of them
What is unique from a cluster (gender, age, kind of consumption, country, city, etc)
99
Out of control and extreme motivations and rewards
Addictions
100
Carl Rogers humanistic approach
```
8 elements of humanistic
Humanistic humans study
Holistic human system
Historic person while history from birth to death
Phenomenological focus on personality
Real life person in nature
Positivity joy
Will choices decisions
Value. Phisolophy of life
```
101
Central insight of both Humanistic approach and qualitative
Ones conscious experience of the world is more important than the world phenomenology
102
Optimistic humanism
Self Actualization Carl Rogers
| The Hierarchy of Needs - Abraham Maslow
103
Self Actualization Carl Rogers
people have a basic need to actualize, that is, to maintain and enhance life
104
The Hierarchy of Needs - Abraham Maslow
Pshysiological (breath food water)
Safety (security, employement, morality, health)
Love/Belonging (friends, family, sexual intimacy)
Esteem (confidence, achievement, respect)
Self-actualization (moral, creativity, problem solving)
105
Leves of the piramid
Pshycological Body
Pshycological Mind
Sociological World
106
Positive Psychology: Martin Seligman
```
Rebirth of humanistic
Happy and meaningful
Study of happiness
Inherently optimistic
Optimism /human strenghts
```
107
Cognitivism Approach
Skinner: operant conditioning
Bandura: social learning
Mischel: cognitivism
108
Stages of develoipment of cognitivism approach
1. Behaviorism: behaviors rewarded become more likely to occur. Power to influence others
2. Social learning: learn watching others. This change OUR behavior
3. Cognitivism: respond to what is rewarded and expected to be rewarded. MENTAL COGNITIVE PHENOMENA
109
What is behaviorism approach about:
Radicalism, extremism, reductionism
| STIMULI RESPONSE MODEL
110
What is social learning approach about
Observational lerarning, imitations, celebrities
Ones interpretation, phenomenological imprlications,
about the self and self concept
BRAND ASSOCIATIONS thrue SENSES and BELIEFS
111
What is cognitivism approach about:
operant conditioning. Loyalty programs!!!
If (thinking, beliefs) .... then (contingences/consecuences)
BEHAVE - OBSERVE - EXPECT
112
Learning pyramid
```
Retention Rate
Lecture 5%
Reading 10%
Audio Visual 20%
Demostration 30%
Discussion Group 50%
Practice by doing 75%
Teach others 90%
```
113
Identity & Personality
Crucial for consumer connection
Identity: who we are, they most difficut question
Self (subject) Me Object
Identity: own sense of shelf
114
Who is the SELF
```
reality
our identity, name, body, skin, ID,
Consisntency a long time and space
Builds external reality
Theory of the world
```
115
Different pieces of the self
Self perception
Self steeem
Self assesstment
116
Who is the ideal Self
Desieres
| What I would like to be
117
Personality
Set of individual differences affected by development of individuals values attitudes, personal memories, social relationships, motivations, habits etc.
118
What is Johari Window about
Joseph Luft & Harrington Ingham (
| a model used to help people better understand their relationship with self and others.
119
The zone known to others (customers) and known to self (company)
Open Zone (arena)
120
The zone known to others (customers) but not known to selff (company)
Blind ZOne (blind spot) /
121
The zone not known to others (customers) and known to selff (company)
Hidden ZOne (facade)
122
The zone NOT known to others (customers) but not known to selff (company)
Unknown zone
123
Generation
all people born and living same time collectively
avg period of 30 years
historical perspective
each develops new novelties and differences
124
Generation concept has to do with:
New values
| new lifestlyes
