Midterm Review Flashcards
(59 cards)
1
Q
What is Consumer Behaviour
A
The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and wants.
- the process (ongoing, not a static situation) involved when people want to satisfy needs and wants.
2
Q
The Meaning of Consumption
A
People often buy products not for what they do, but for what they mean.
3
Q
What is Perception?
A
Perception is the process by which sensations are selected, organized and interpreted.
4
Q
What is Sensation
A
The immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to such basic stimuli as light, colour, and sound.
5
Q
Differential Threshold
A
The ability of a sensory system to detect changes or differences between 2 stimuli.
- Minimum difference between two stimuli is the JND: Just Noticeable Difference
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Q
Subliminal Perception
A
Subliminal perception occurs when a stimulus is below the level of a consumer’s awareness.
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Q
Sensory Overload
A
- Too much to process
8
Q
Multi-task
A
- Younger consumers can multi-task: process multiple media
9
Q
Perceptual Selectivity
A
- Marketers need to break through the clutter
- People attend to only a small portion of the stimuli to which they are exposed
10
Q
Personal Selection Factors
A
- Perceptual Filters: based on past experiences
- Perceptual Vigilance: aware of stimuli that relate to their current needs
- Perceptual Defence: see what you want to see and ignore what they don’t want to see
- Adaptation: the degree to which consumers continue to notice a stimulus over time
11
Q
Factors that lead to Adaptation
A
- Intensity: less-intense stimuli habituate
- Duration: a long attention span
- Discrimination: simple stimuli
- Exposure: frequently encountered by stimuli
- Relevance: irrelevant or unimportant stimuli
12
Q
Interpretation
A
- Individual difference in interpretation
- Consumers assign meaning to stimuli based on the schema, or set of beliefs, to which the stimulus is assigned
13
Q
Gestalt Psychology
A
- Our brains tend to relate incoming sensations to others already in memory based on some fundamental organizational principles.
- Gestalt Psychology: people derive meaning from the totality of a set of stimuli rather than from any individual stimulus.
- The whole is greater than the sum of its parts
14
Q
Classical Conditioning
A
- It occurs when a stimulus that elicits a response is paired whit another stimulus that initially does not elicit a response on it’s own.
- Over time, this second stimulus causes a similar response
15
Q
Stimulus Generalization
A
The tendency of stimuli similar to conditional stimulus to evoke similar, conditioned responses.
*Similar stimuli evoke similar responses
- family branding
- product line extensions
- licensing
- look-alike packaging
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Q
Instrumental Conditioning
A
- The individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.
17
Q
Instrumental Learning
A
- Positive reinforcement (reward)
- Negative reinforcement (avoid negative outcome)
- Punishment (response followed by unpleasant events)
18
Q
Observational Learning
A
- we watch others and note reinforcements they receive for behaviours
- vicarious learning
- socially desirable models/celebrities who use or do not use their products
- modelling: imitating others’ behaviours (celebrities/athletes)
19
Q
Role of Memory in Learning
A
- Memory: acquiring information and storing it over time so that it will be available when needed
- Information -> processing approach
- Mind = computer and data = input/output
20
Q
Products as Memory Makers
A
- furniture, visual art and photos call forth memories of the past
- autobiographical memories
- power of nostalgia
- retro brands
- a sentimental yearning for the happiness of a former place or time
21
Q
Motivation
A
The processes that cause people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy.
A driving force that causes a person to take action to satisfy specific needs.
22
Q
Goal, Drive, & Want
A
Goal: Consumer’s desired end-state
Drive: Degree of consumers arousal
Want: Manifestation of consumer need
23
Q
Types of Needs: Biogenic, Psychogenic, Utilitarian, & Hedonic
A
Biogenic: Biological needs, such as for air, water, food
Psychogenic: Need for status, power, affiliation. (cultural values)
Utilitarian: Need for tangible attributes of a product, such as miles per gallon in a car or calories in a cheeseburger (what they do)
Hedonic: Needs for excitement, self-confidence, fantasy (what they mean)
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Q
Motivational Strength
A
Degree of willingness to expend energy to reach a goal
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Drive Theory
Biological needs that produce unpleasant states of arousal. (eg. hunger)
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Expectancy Theory
Behaviour is pulled by expectations of achieving desirable outcomes
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Purchase Situation Involvement
Purchase situation involvement: difference that occur when buying the same object for different contexts.
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Message-Response Involvement
- Consumer's interest in processing marketing communications
- Marketers experiment with novel ways to increase consumers' involvement
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Types of Affective Responses: Evaluations, Moods, & Emotions
Evaluations: valenced (ie. positive or negative) reactions to events and objects, that are not accompanied by high levels of arousal
Moods: involve temporary positive or negative affective states accompanied by moderate levels of arousal
Emotions: tend to be intense and are often related to a specific triggering event.
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Discrete Emotions
Happiness, Envy, Guilt, Embarrassment, Fear,
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ABC Model of Attitudes
Attitude has 3 components:
- Affect: the way a consumer feels about an attitude object
- Behaviour: Person's intentions to do something with regard to an attitude object
- Cognition: Beliefs a consumer has about an attitude object
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High Involvement Hierarchy
Cognition --> Affect --> Behaviour ---> Attitude (based on cognitive information processing)
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Low Involvement Hierachy
Cognition ---> Behaviour ---> Affect ---> Attitude (based on behavioural learning processes)
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Experiential Hierarchy (Hedonic Consumption)
Affect ---> Behaviour ---> Cognition ---> Attitude (based on hedonic consumption)
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The HOW of attitudes
- Classic Conditioning: repeated often
- Instrumental Conditioning: reinforcement
- Observational Learning: modeling
Unlike personality, attitudes are expected to change as a function of experience.
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Attitude Commitment
Consumers vary in their commitment to an attitude.
The degree of commitment is related to: their level of involvement with the attitude object...
Degree of commitment is related to level of involvement with attitude object
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Levels of Attitude Commitment
Internalization (highest level): deep-seeded attitudes become part of consumer's value system
Identification (mid-level): attitudes formed in order to conform to another person or group
Compliance (lowest level): consumer forms attitude because it gains rewards or avoids punishments
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The Consistency Principle
- We value/seek harmony among thoughts, feelings, and behaviours
- We will change components to make them consistent
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Cognitive Dissonance and Harmony
Example: 2 cognitive elements about smoking:
- "I know smoking causes cancer"
- "I smoke cigarettes"
Consumers will resolve the dissonance by either satisfying urge to smoke or stopping the behaviour
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Self-Perception Theory
- We use observations of our own behaviour to determine our attitudes (inferring).
- We must have a positive attitude toward a product if we freely purchase it, right? (low-involvement hierarchy)
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Social Judgement Theory
- We assimilate new information about attitude objects in light of what we already knew/feel
- Initial attitude = frame of reference
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Assimilation Effect
- A positive correlation between a judgement and contextual information
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Contrast Effect
- A negative correlation between a judgement and contextual information
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Balance Theory
- relationships among elements that a consumer might perceive as belonging together.
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Attitude Models
- attitude assessment can be complex
- product/service may have many attributes
- attitudes are affected by other factors (approval of others)
- attitude models help identify influencers of evaluation
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Multi-Attribute Attitude Models
Consumer's attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object.
There are 3 elements.
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3 Elements of Multi-Attribute Attitude Models
Attributes of Ao
- example: personality, education
Beliefs of Ao
- example: extravert, PhD
Importance Weights
- example: stresses personality over education
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Persuasion
Effectiveness of marketing communications to change attitudes
- the central goal of many marketing communications
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Levels of Interactive Response
- First-order response: direct marketing = transaction and sales
- Second-order response: non-transaction, customer feedback
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Source Effects
Same words by different people can have very different effects
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Source Credibility
Communicator's expertise, objectivity, or trustworthiness
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Source Attractiveness
Movie star, super model, ect.
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Hype vs Buzz
Hype: Inauthentic message generated by corporate propaganda
Buzz: Authentic message generated by customers
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The Message
Most important feature: stressing unique product attribute/benefit (a brand differentiating message)
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The Message - Positive Effects
- showing convenience of use
- showing new product/improved features
- casting background (ie. people are incidental to message)
- indirect comparison to other products
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The Message - Negative Effects
- extensive information on components, ingredients, nutrition
- outdoor setting (message gets lost)
- large number of onscreen characters
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Vividness
- Powerful description/graphics command attention and are strongly embedded in memory. (active mental imagery (vs. abstract stimuli))
- Concrete discussion of product attribute
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Emotional vs. Rational Appeals
- appeal to the head or the heart?
- many companies use an emotional strategy when consumers find no difference among brands. (especially brands in well-established, mature categories, eg, cars and greeting cards(
- recall of ad contents tends to be better for "thinking" ads. (conventional ad effectiveness measures may not be effective in assessing emotional ads.
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