Theories and concepts

Question 1

What is Consumer Behaviour?

Answer 1

All the activities that individuals or groups develop when they: select, purchase, use, and dispose (products, services, ideas, or experiences) to satisfy needs and/or desires

Question 2

Name the three stages of the consumer process

Answer 2

1. Acquisition phase (pre-purchase and purchase)
2. Consumption phase (post-purchase)
3. Disposing phase (post-purchase)

Question 3

Name elements of product classification

Answer 3

Tangibility (tangible and intangible)
Duration (durable and non-durable)
Type of purchase (e.g. convenience products, shopping products, specialty products, unsought products)

Question 4

Describe the difference between ‘strategic’ and ‘operational’ marketing

Answer 4

Strategic marketing that defines an overall direction and long-term objectives. Operational marketing, which breaks down objectives into concrete action points in the short term

Question 5

Name the 4 P’s of the marketing mix

Answer 5

Product
Price
Place (Distribution channel)
Promotion (Communication)

Question 6

Name the stages in consumer decision-making

Answer 6

1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Buying decision / not buying decision
5. Outcomes after buying the product

Question 7

Name some of the internal variables that influence consumer decision-making

Answer 7

Personality
Lifestyles
Motivation
Perception
Attitudes
Learning
Memory

Question 8

Name some of the external variables (micro and macro) that influence consumer decision-making

Answer 8

Micro: Groups and family
Macro: Social class, environment, culture/subcultres

Question 9

What is ‘cognitive dissonance’?

Answer 9

A postpurchase doubt the buyer experiences about the wisdom of the choice

Question 10

Name the 4 types of ‘belonging groups’ and the 2 types of ‘not-belonging’ groups

Answer 10

Belonging groups: primary groups, secondary groups, formal groups, informal groups (accidental groups)

Not-belonging groups: aspirational groups, dissociative groups

Question 11

Name the 3 ways that reference groups influence consumers

Answer 11

Informational influence, utilitarian influence, value-expressive influence

Question 12

Explain ‘risky shift’

Answer 12

The risky shift occurs when a group collectively agrees on a course of action that is more extreme than they would have made if asked individually

Question 13

Explain ‘conformity’ and some of the factors that influence it

Answer 13

It is a change in beliefs or actions as a reaction to real or imagined group pressure

The slide highlights cultural pressures, fear of deviance, commitment, and susceptibility to interpersonal influence as influencial factors

Question 14

What is an ‘opinion leader’?

Answer 14

A person who is frequently able to influence other’s attitudes or
behaviours. They are e.g. experts, have knowledge power or legitimate power, are socially active, are similar to the customer. Think of Steve Jobs or Kylie Jenner

Question 15

What is ‘WOM’ and ‘eWOM’

Answer 15

WOM stands for word of mouth, and is when product information transmitted by individuals to individuals. It is often more influential than advertising

eWOM is simply electronic word of mouth, which takes place online

Question 16

What is a ‘DINK’ household?

Answer 16

A DINK is a household with double income and no kids. It is a result of voluntary childlessness, which is rising and becoming a valuable market segment

Question 17

Explain Trait theory and give examples of traits

Answer 17

Personality traits are identifiable characteristics that define a person and distinguish that person from others. They depend on heritage and the environment, and they are quite stable

Examples are extroversion, introversion, innovativeness, materialism, need for cognition, self-consciouness

Question 18

What is the difference between a ‘likert scale’ and a ‘secmantic scale’?

Answer 18

The likert scale is a range that goes from e.g. strongly agree to strongly disagree. Semantic scales ask the respondee to place a numeric emphasis on a certain statement, e.g. on a scale from bad to good, rank this product from 1-10

Question 19

Define ‘lifestyle’

Answer 19

It is a system of rules of behaviour developed by the individuals to meet their goals in life, and a pattern of consumption that reflects a person’s choices of
how to spend her/his time and money

Question 20

What are the two approaches to analyze the lifestyle of a consumer?

Answer 20

VALS analysis (values and lifestyles) and AIO questionnaire (activities, interests, and opinions)

Question 21

What kind of lifestyle do Combined Outer- and Inner-Directed people have?

Answer 21

An integrated lifestyle

Question 22

Explain the ‘emulator’ lifestyle

Answer 22

Ambitious, upwardly mobile, status-conscious, competitive.
They try to burst into the upper levels of the system.
The object of their emulation is the Achiever lifestyle.

Question 23

What does psychographics contribute to?

Answer 23

Pscyhographics help with the 4 P’s

• Define the target group
• Identify opportunities for products
• Position the product
• Better communicate the attributes of the product

Question 24

Name the three types of motivational conflicts

Answer 24

Approach-Approach conflict
Approach-Avoidcance conflict
Avoidance-Avoidance conflict

Question 25

Name some of the consumption motives identified by Ernest Dichter

Answer 25

* Power-masculinity-virility * Security * Eroticism * Moral purity-cleanliness * Social acceptance * Individuality * Status * Femininity * Reward * Mastery over environment * Disalienation (a desire to feel connectedness to things) * Magic-mystery

Question 26

What are the three types of motivational values according to the 'values theory'?

Answer 26

Cultural values, Consumption-specific values, Product-specific values

Question 27

Name the levels of Maslow's pyramid of needs from low to top, and name some examples of relevant products

Answer 27

``` Physiological needs (medicine, convenience products) Safety needs (insurance, alarms, retirement, investments) Belongingness needs (clothing, grooming products, clubs) Ego needs (cars, furniture, credit cards) Self-actualization needs (hobbies, travel, education) ```

Question 28

Name the four 'self's'

Answer 28

ACTUAL SELF- our realistic appraisal of the qualities that we do (not) have IDEAL SELF- a person’s conception of how (s)he/ would like to be by acquiring products consistent with their ideal self-image SOCIAL SELF: how we believe people think of us IDEAL SOCIAL SELF: how we would like people to think of us

Question 29

Define the 'perceptual process'

Answer 29

Exposure --> Attention --> Interpretation (retention)

Question 30

What is the 'absolute threshold' and the 'differential threshold'?

Answer 30

The absolute threshold is the min. amount of stimulation a person can detect on a given sensory channel The differential threshold is the ability of a sensory system to detect changes in or differences between two or more stimuli

Question 31

What is the 'closure principle' used in marketing?

Answer 31

The principle of closure states that people will fill in blanks to perceive a complete object whenever an external stimulus partially matches that object.

Question 32

What is the 'figure-ground principle' used in marketing?

Answer 32

The figure-ground principle states that people instinctively perceive objects as either being in the foreground or the background. They either stand out prominently in the front (the figure) or recede into the back (the ground).

Question 33

Name the stages of the 'information processing approach'

Answer 33

External inputs --> Encoding --> Storage --> Retrieval

Question 34

What are the two types of learning theories focused on in the slides?

Answer 34

Behavioural learning theories: They focus on stimulusresponse connections Cognitive learning theories: They focus on consumers as problem solvers and stress the importance of internal mental processes. Learning comes from memory and from the organization of information: People are problem solvers who actively use information from the world around them

Question 35

Name the Fishbein Model's three attributes of attitude

Answer 35

Salient believes, Object-attribute linkages, Evaluation

Question 36

What is the Fishbein attitude model?

Answer 36

Think of the exercise with the attitudes towards travel destinations that you did in groups

Question 37

Name the types of appeal that marketers can use to change attitudes

Answer 37

Emotional versus rational appeal Sex appeal Humorous appeal Fear appeal

Question 38

Explain 'organizational buyers' and 'organizational buying'

Answer 38

Very simply put; organizational buyers are people who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale. Organizational buying is the decision-making process that leads to the purchase

Question 39

How is organizational buying different from consumer purchasing? Give some examples

Answer 39

It involves more people, impulse buying is rare, decisions are often risky, money volume is more substantial, emphasizes selling, more use of precise specifications