Exam 1 Flashcards
(36 cards)
What is Consumer Behavior?
“…reflects the totality of consumers’ decisions with respect to the acquisition, consumption and disposition of goods, services, time and ideas by (human) decision-making units over time.”
-Wayne Hoyer
What is an offering?
A product, service, activity, or idea offered by a marketing organization to consumers.
What is a consumer?
A “human decision making unit”
Exploratory Research Methods:
Depth interviews, focus groups, and observations
Correlation
Relationship between two variables
Causation
One variable producing an effect in another variable. 3 factors necessary: correlation, temporal antecedence, no third factor (“lurking variable”)
Motivation
Energy directed at objects or activities. Enhanced when: personally relevant, associated with risk, information is inconsistent with prior attitudes, relevant to an unsatisfied need.
Need
Discrepancy between present state and ideal state
Maslow’s Hierarchy of Needs
Physiological, safety, love and belonging, esteem, self-actualization
Means-end Chain
Brand -> Attributes -> Functional consequences -> Psychosocial consequences -> Values
Need recognition
Occurs when consumer sees difference between perceived actual state and a plausible ideal state
Exposure
Consumers have the possibility of noticing the information: TV, radio, newspaper, magazine. Influenced by product placement and selective exposure
Attention
The information has been recorded in some way, you notice the advertisement. Can be voluntary or involuntary. Influenced by personal relevance and stimulus factors.
Perception
Constructive interpretation of stimuli registered by one of the five senses
JND (Just Noticeable Difference)
20% change threshold necessary for consumer to detect it
Objective comprehension
Meaning taken away is accurate to what communicator was trying to say
Subjective comprehension
Consumers generate a communication not intended by the sender
Lay theories
Used by everyday people to understand and respond to all aspects of their world. Example: unhealthy = tasty, healthy = expensive
Categorization
Consumers use prior knowledge to label, identify, and classify something new because of too much information, utter chaos, and we like to do it.
Taxonomic Categorization
3 levels: superordinate, basic, and subordinate (finer distinctions)
Prototype
Best example of a category
Goal-derive category
“Things to do on a Friday night”
“Things you eat on a diet”
Benefits of categorization
First mover advantage
Positioning / repositioning
Sensory Memory
< 2 seconds. If not processed, we lost it.
