Exam #1 Flashcards
(94 cards)
What is Consumer Behavior?
Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behavior consists of how the consumer’s emotions, attitudes, and preferences affect buying behavior.
What are the different Market Segmentations?
Demographic and Psychographic
What are Demographics?
Statistics that measure observable aspects of a population.
What are the 6 Main Demographics?
Age
Gender
Family Structure
Social Class/ Income
Race/ Ethnicity
Geography
What are Psychographics?
They are the differences in consumers’ personalities, attitudes, values, lifestyles.
What are the main Psychographics?
Personality
Lifestyles
Cultures : (Subcultures, Ethnic Identity, Religiosity)
Temporary roles
Values
Attitudes, beliefs, ideologies
Intentions
Cognitions, Perceptions
Emotions
Intelligence (Abilities)
What is Sensation?
The immediate response of our sensory receptors to basic stimuli.
What is Perception?
The process by which sensations are selected, organized, and interpreted.
Aspects of Vision
Color provokes emotion.
Reactions to color are
biological and cultural.
Color in the United States is
becoming brighter and more
complex.
What does Color do?
Color provokes emotion & attitude.
For example: Blue evokes positive feelings about the future
What is Trade Dress?
Colors associated with specific companies.
Aspects of Smell
Odors create mood and promote memories.
Marketers use scents inside products and in promotions.
Scent-encoded information lasts longer (from seconds to years after exposure) vs. Information encoded along with other sensory cues.
Physical & neural proximity of the systems associated with olfaction and memory.
Aspects of Hearing
Sound affects people’s feelings and behaviors.
Signature Sounds
Sound and music = mood
High tempo = more stimulation
Slower tempo = more relaxing
Classical music - pleasure
Pop-style music - arousal
What type of Music should be played in a store typically?
People on average spent more time in the store with slower music.
When consumers enjoy the background music,
they feel that they have spent less time shopping
relative to the actual amount of time spent in the
store.
What are Phonemes?
Individual sounds that might be more or less preferred by consumers.
Aspects of Touch
Haptic senses—or “touch”—is the most basic of senses; we learn this before vision and smell.
Haptic senses affect product experience and judgment link.
Examples: A female waitress touches customer, they tip more. 2- When a person is holding warm coffee they view the person they are talking to as being nicer.
Aspects of Taste
Flavor houses develop an increasing number of new concoctions for consumer palates.
Example: Seaweed-flavor Lay’s potato chips & Green tea KitKat –
in Thailand and Japan.
What external influences effect taste?
Physical attributes (e.g., fruit drink colors)
Brand names (e.g., foreign sound brand names)
Product information (ingredients, nutritional info)
Perceived healthiness of food
Product Packaging/ Advertising
What is Hedonic Consumption?
It is multisensory, fantasy, and emotional aspects of consumers’ interactions with products.
Marketers use impact of sensations on consumers’ product experiences.
What is Sensory Marketing?
Application/ Understanding of sensation and perception to the field of marketing.
Affects consumer perception, cognition, emotion, learning, choice, evaluation.
What is Exposure?
Exposure is when a stimulus comes within the range
of someone’s sensory receptors.
How to create Effective Exposure?
Consumers need to be able to perceive the stimulus (capability), and
choose to notice the stimulus (involvement/interest).
What are Psychophysics?
Are sciences that focuses on how the physical environment is integrated into our personal, subjective world.
What is Absolute Threshold?
The minimum amount of stimulation that can be detected on a given sensory channel.