Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Purchasing and buyer behaviour > Test 2 > Flashcards

Test 2 Flashcards

1
Q

The 2 different levels of product knowledge

A

Accretion process and tuning
These can turn into more abstract concept called handling: It is more abstract because it includes more less abstract meanings

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

4 levels of product knowledge

A
  1. Product class
  2. Product form
  3. Brands
  4. Model/features
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Which product level is most important to marketers

A

Brand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

3 types of product knowledge

A
  1. Attributes or characteristics of products
  2. Positive consequences or benefits of using products
  3. The values the product helps consumers to satisfy or achieve
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

How do consumers think about brands?

A

They think about product and brands as bundles of attributes (Marketers need to know which attributes are most important, what they mean and how they use this knowledge in cognitive processes)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are the 2 types of product attributes?

A
  1. Concrete attributes: Tangible, physical characteristics (Legroom in a car)
  2. Abstract attributes: Subjective, intangible characteristics (Quality/warmth of a blanket)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Consumers think about products and brands in terms of consequences. How do you define consequences?

A

The outcome when a product is purchased and used (ex. with surround sound - service, loud)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

2 types of consequences

A
  1. Functional consequences: Tangible outcomes of using a product that consumers experience rather directly
  2. Psychosocial consequences: Psychological and social outcomes of product use
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Consumers also see product and brands as bundles of benefits. How do you define benefits?

A

Benefits is the desirable consequences consumers seek when buying and using products and brands. Ex. car: Fast acceleration.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What is benefit segmentation?

A

Assertion that consumers buy for product consequences rather than the product alone. Ex buy toothpaste to get whiter teeth.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What is perceived risks?

And what are the 2 things that influence the perceived risk?

A

The undesirable consequences consumers wants to avoid

  1. Degree of unpleasantness of negative consequences
  2. Likelihood that these consequences will occur
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

4 types of risks

A
  1. Physical, ex. side effects with medicine
  2. Finansial, ex. sale next week
  3. Functional, ex. the coat is not warm enough
  4. Psychosocial, ex. confidence in the clothing chose
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What are values?

And what will cause a positive and negative affect?

A

Values are people broad life goals.

  • Satisfying a value will cause a positive affect
  • Blocking a value produces a negative affect
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Name 3 types of values

A
  1. Instrumental: Ways of behaving with a positive value
  2. Terminal: Preffered states of psychosocial staes like wisdom, harmony and self-respect
  3. Core: Knowledge about themselves
    All of these are personal consequences people are trying to achieve
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

How to you identify products in the future?

And what does i do?

A

By using means-end-chains

  • It links consumers knowledge about product attributes with their knowledge about consequences and values
  • Emphasises the individuality of the consumer
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

4 levels of the means-end-chain

A
  1. Attributes (twin blades)
  2. Functional consequences (close shave)
  3. Psychological consequences (well groomed)
  4. Values (Be attractive)
    Some products have multiple M-E-C and some are incomplete
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Which level of the means-end-chain uses less abstraction and which uses the most?

A

Attributes used less abstraction and values uses the most

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

How do you identify consumers M-E-C?

A

One-on-one interview: Identifying which product attributes are most important to the consumer
Laddering: A process designed to reveal how consumers links product attributes to more abstract consequences and values

19
Q

Define the ZMET interview

A 
It elicit metaphors from the consumers to reveal their deep meaning (both cognitive and affective) about a topic
Steps:
1. Pre-interview instruction 
2. Storytelling 
3. Expand the frame 
4. Sensory images 
5. Vignette 
6. Digital image
20
Q

Define involvement

A

Consumers perception of importance or personal relevance for an objective

21
Q

Name 2 factors influencing involvement

A
  1. Intrinsic self-relevance: Consumer’s M-E knowledge stored in memory
  2. Situational self-relevance: Aspects of the immediate physical/social environment
22
Q

Name some aspects of intrinsic self-relevance

A

It appears through past experience with a product
Brand switchers have low intrinsic self-relevance
(Can be influenced over long time periods)

23
Q

Name some aspects of situational self-relevance

A

Activates important consequences and values
Most easily manipulated
(Influenced sales, premiums, pricing, strategies and more)

24
Q

Name 4 market segments

A
  1. Brand loyalist
  2. Routine brand buyers
  3. Informations seekers
  4. Brand switchers
25
Q

What is the relationship between attention, comprehension and memory called?

A

Reciprocal

26
Q

4 characteristics for the cognitive system

A
  1. Interpretation: Interactions between knowledge in memory and information in the environment. Attention and comprehension is part of this process.
  2. Activated knowledge: Influence attention & comprehension process
  3. limited capacity: Only few things can be considered at once
  4. Attention and comprehension processing occurs automatically: Without much conscious awareness
27
Q

What forms the core of the integration process?

A
  1. Attitudes
  2. Intentions
  3. Decision making
28
Q

What forms the core of the knowledge process?

A
  1. Meanings

2. Beliefs

29
Q

What is needed to have to get interpretation?

A

EXPOSURE: It is not cognitive but it often/always starts the cognitive process

30
Q

How is behaviour and exposure reciprocal?

A

Behaviour leads to exposure to environmental factors that might create a change to behavior as well as cognition and affect

31
Q

What are the 2 types of exposure?

A
  1. Intentional: Least common and require high involvement

2. Accidental: Most common

32
Q

When does selective exposure occur?

A
  • Consumers become more adapt at avoiding exposure, ex. junk mail and tv commercials
  • Consumers does not maintain accidental exposure to marketing information
33
Q

How can marketers enhance the probability of exposure?

A
  • Maximize accidental exposure
  • Faciliate intentional exposure
  • Create appropriate level of exposure
  • Use internet (Latest type of accidental exposure)
34
Q

How accidental exposure works. Name 3 points

A
  • Accidental exposure is associated with preconscious attention
  • New product: Maximise accidental exposure
  • The consumers attention to marketing is influenced by their previous cognitive state
35
Q

Name the differences between preconscious attention and focal attention:

A

Preconscious:

  • Automatic processing
  • Little or no cognitive capacity
  • Familiar, frequent
  • Low/moderate importance

Focal:

  • Controlled processing
  • Some cognitive capacity
  • Unusual, infrequently
  • High importance
  • -> Both is activated knowledge from long-term memory
36
Q

3 Factors influencing attention

A
  1. Affective states (emotional states): Low arousal reduces intensity of attention and high arousal focuses consumers attention
  2. Involvement: Motivational state guiding stimuli for focal attention and comprehension (determined by M-E-C)
  3. Environmental prominence: Most prominent market stimuli are most likely to attract attention.
37
Q

3 factors for intrinsic self-relevance:

A
  • Identify the product consequences and values consumers consider most important (from past experience)
  • Most lasting form of involvement result from intrinsic self-relevance
  • Markets must create product/strategies consistent with those self-interests.
38
Q

Name 2 factors for situational self-relevance:

A
  • Temporary association between a product and important self-relevant consequences.
  • Generates higher levels of involvement and motivation to attend marketing information
39
Q

Interpretation?

A

Processes by which consumers understand or make sense of their own behaviour

40
Q

Name 4 comprehension characteristics

A

Automatic or controlled
Concrete or absract meanings
Few or many meanings
Weaker or stronger memories

41
Q

What is inferences?

A

Interpretations that produce knowledge or beliefs that go beyond the informations given (logisk slutning)

  • Large role in constructing means-end-chains
  • Influenced by consumers’ existing knowledge in memory
  • Use cues
  • Marketers try to stimulate consumers to form inferences during comprehension
42
Q

Name some other factors influencing comprehension?

A
  • Knowledge in memory: Being novice or expert
  • Involvement: Big influence on motivation
  • Exposure environment: Can effect opportunity to comprehend marketing information because of time pressure, affective states and distractions.
43
Q

Name the opposite levels of comprehension

A

Shallow (tangible) and deep (intangible)

44
Q

Name the characteristics of elaboration

A

Less elaboration (simple): Few meanings and little cognitive attention
More elaboration: More control and more cognitive attention
Linked to preconscious and focal attention

Purchasing and buyer behaviour (4 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions