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Consumer behavior > final exam cb > Flashcards

final exam cb Flashcards

(66 cards)

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1
Q

high involvement vs low involvement

A

research of information (big purchase) vs everyday purchase

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2
Q

avoidance-avoidance

A

choose between two undesirable outcomes
easier/fastest

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3
Q

approach-approach

A

choose between two desirable outcomes
promotion/differentiation

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4
Q

approach-avoidance

A

choose between desirable and undesirable outcomes
low-fat/social benefits

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5
Q

Murray’s theory of psychologie
5 needs

A
  • ambition needs
  • materialistic needs
  • power needs
  • affiliation needs
  • information needs
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6
Q

Maslow’s hierarchy of needs
5 stages pyramide

A
  • self-actualization
  • esteem needs
  • belongingness/love needs
  • safety needs
  • physiological needs
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7
Q

need vs want and company’s goal

A

need = hunger
want = pizza
persuade the consumers that their offerings would satisfay the need and become a want

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8
Q

3 types of needs

A
  • utilitarian
  • hedonic (involves emotional response)
  • more generic
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9
Q

buying motives 3

A
  • instinctive buying motives
  • emotional buying motives
  • rational buying motive
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10
Q

def mood

A

temporary + or - state accompanied by moderate levels or events

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11
Q

def emotions

A

intense and discrete states that happen bcz of specific event

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12
Q

good mood involves 4 behviors

A
  • prefer hedonic products
  • make impulsive and unplanned purchases
  • share + product epxrience
  • forgiveness
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13
Q

def discrete emotions
and name 5

A

def: increase consumer’s tendency to behave in specific way
- happiness
- guilt
- fear
- disgust
- embarassment

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14
Q

self-concept

A

all the elements that one would use to describe who they are
real vs ideal
Brands and products allow consumers to express their self-concept

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15
Q

self-esteem

A

the extent to which some has a + or - attitude toward their real self

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16
Q

the degree to which ne care about how other view one’s self

A

self-consciousness

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17
Q

Trait Theories of Personality Def

A

Consumers who score high (vs. low) on openness are more likely to try and adopt innovative products.

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18
Q

Brand personality examples

A
  • Sincerity (Toms)
  • Excitement (Redbull)
  • Competence (Tide)
  • Sophistication (Chanel)
  • Ruggedness (Harley Davidson)
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19
Q

Lifestyle
IAO?

A
  • interest
  • activities
  • opinions
    use to position a brand
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20
Q

Attitudes

A

Def: help people pursue their goals, and proposed four functions of attitude

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21
Q

four functions of attitude

A
  • Utilitarian function: to help people maximize utility
  • Knowledge function: gain greater understanding of the structure of their world
  • Value-expressive function: have their voice heard, express their self-concept, and remain consistent with their values.
  • Ego-defensive function: promote protecting self-esteem
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22
Q

The ABC model
def and 3 components

A

definesthe attitude about a product
- affect (feels about)
- behavior (intentions about)
- cognition (cognition about)

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23
Q

Cognitive dissonance def

A

tension when conflict between behave and beliefs

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24
Q

balance theory main implication

A

Main implication of the theory = celebrity endorsement

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25
3 main strategies to reduce dissonance
- stop behavior - change the belief - introduce new information that is consistent with the behavior
26
Def the Multi-Attribute Attitude Model
consumer form an attitude towards a concept based on attributes they consider important
27
attitude score def
sum of rating of each attribute adjusted based on important weight
28
attitude + = actual behavior? 3 why not
not always - true for high/low involvement - false when situation factors, normative influence, individual differences
29
Six principles of persuasion
- reciprocity - scarcity - consensus - consistency - liking - authority
30
strategy of reciprocity (principle of persuasion)
samples, free trials
31
strategy of scarcity (principle of persuasion)
limited edition, limited promotion
32
strategy of consensus (principle of persuasion)
other gave to charity= more likely to give
33
strategy of liking (principle of persuasion)
salesman who starts by asking personal question to show similarities
34
strategy of authority (principle of persuasion)
use doctor for a medication add
35
Persuasion knowledge model def
Use knowledge to deal with persuasive attempts
36
Consumer decision making process 5 stages
1. need recognition 2. information search 3. evaluation of alternatives 4. purchase 5. post- purchase evaluation
37
consumer decision-making: information search internal vs external
- Internal: use your memory/knowledge - External: use friends/internet
38
Purchase strategies 2
- Heuristics: mental shortcuts - Category leader: buy the most popular
39
post purchase evaluation 2
- performance vs expectation = satisfaction - cognitive dissonance
40
What influences the way consumers make a purchase decision 4
- Level of involvement - Risk associated with the purchase (performance risk, social risk) - Product type (hedonic vs utilitarian) - Situation factors (time, mood)
41
sensory stimuli 5
- sound - taste - sight - smell - texture
42
sensory receptors 5
- eyes - ears - skin - nose - mouth
43
perception process 2 steps
1. Sensation 2. Exposure/attention/interpretation
44
Exposure absolute thresholds vs differential thresholds
absolute: below Just Noticeable Difference differential: above (when changing packaging)
45
Attention 4 personal factors
Perceptual, paying attention to: 1. Filters (dont mind about filtered info) 2. Vigilance (info relevent to pressing need) 3. defense: dont care about what we dont want to know 4. adaptation (overexposure)
46
Stimulus factors 4
- size (larger attract more) - color - position/placement - novelty
47
Social influence = 3 reference group
- membership RG - aspirational RG - dissociative RG
48
Def Membership RG
Have significant relevance upon others who belong in the same group as consumer does (parents, friends, classmates)
49
Def Aspirational RG
Have significant relevance upon idealized figures (athletes, influencers, artists)
50
Def Dissociative RG
ones that consumers avoid being associated with (FB for teens)
51
3 types of reference group influence
- informative : RG act as a source of information - normative: RG help define basic code of conduct - comparative: RG act as a benchmark for comparison
52
Factors that vary accross cultures 4
- values - norms - rituals - language and symbols
53
Values - 6 dimensions of Hofstede’s Cultural Dimensions Model
- power distance belief - individualism/collectivism - uncertainty avoidance - femininity / masculinity - long-term orientation - indulgence
54
Def Standardization
using the same marketing strategy around the world Apple
55
Def Localization
customizing marketing activities in each country / culture Mcdo
56
Name the analysis that allows brands to examine the degree to which culture are different or similar in the they react to, interest,
Cross-cultural analysis
57
Subculture 3
-age -regions -ethnicity
58
Def microculture
small groups based on similar lifestyle/interest
59
Most powerful communication methods
Word-of-mouth
60
Factors that motivate WOM 5
- impression management - emotion regulation - social bonding - informing other - persuading others
61
Benefits of influencers 5
- opinion leaders - high credibility - budget-friendly - efficient access to niche segments - builds online community
62
two routes of information - Likelihood model
- Central Route - Peripheral route
63
Peripheral route process
- low-involvement processing - belief change - behavior change - attitude change
64
Central route
- High involvement processing - cognitive responses - belief and attitude change - behavior change
65
Def touchpoints
any interactions between the consumers and the brand
66

Consumer behavior (1 decks)

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