Understanding & Experiencing Consumer Behavior Flashcards
- Introduce the field of Consumer Behavior - Demonstrate why understanding consumers is challenging - Discuss typical consumer responses to products and services - Outline what is required to understand consumers more fully - Recognize that not all consumers are like us (23 cards)
What do we need to know (and understand) about consumers to be effective marketers?
How do we categorize the different types of knowledge we need to understand consumers?
- Consumer Diversity
- Social Class and Household Influences
- Psychographics: Values, Personality, and Lifestyles
- Social Influences
Which types of consumer knowledge are most useful for understanding consumers?
Why can it be difficult for us to truly understand other consumers?
To get into some consumers’ heads, we must first let go of much we believe to be true.
What makes consumers challenging to study and understand?
Many consumers are nothing like us.
What examples of ‘interesting’ consumer behaviors did we discuss in class?
What do Neil deGrasse Tyson and Descartes suggest as possible impediments to understanding subjects, such as human behavior?
To fully understand the behaviors that drive markets, we need to be able to see beyond our own experiences. So, anything that gets us to see things from a different perspective is helpful for understanding others.
What does Frank Kardes say about predicting Human Behavior?
“Predicting human behavior is a difficult and complicated enterprise, abounding with uncertainties, risks and surprises…”
How do we formally define Consumer Behavior?
Consumer behavior involves consumer responses to products and services, and the marketing of those products and services
What types of experiences and activities fall under the umbrella of Consumer Behavior?
Consumer Behavior reflects the totality of consumers’ decisions concerning the acquisition, consumption, and disposition of goods, services, activities, experiences, people, and ideas by (human) decision-making units [over time].
How might we organize these categories to see how they work together to explain Consumer Behavior?
- The Consumer’s Culture
- The Psychological Core
- The Decision-Making Process
- Consumer Behavior Outcomes
What are the different categories of influence on CB?
What are the ABCs of Consumer Response?
- Affect
- Behavior
- Cognition
What is Affect?
Affect refers to consumer responses that deal with feelings and emotion
What is Behavior?
Behavior refers to consumer responses that deal with actions and intentions
What is Cognition?
Cognition refers to consumer responses that deal with thoughts and beliefs
What examples did we explore in class to differentiate affect, behavior, and cognition?
Why do firms care so much about Consumer Behavior?
Firms care so much about Consumer Behavior because consumers love to spend money, and firms want to be a reason for their spending.
What types of Marketing activities are influenced by Consumer Behavior?
Market Segmentation, Customer Retention, Positioning, Discounts, Sales, Promotion, Target MKT, Product Development, Customer Satisfaction, Brand Perception, Distribution, Loyalty, Pricing, Advertising, BUS Success, Content Optimization
What is ‘Old School’ Marketing?
Old School MKT focuses on marketers forcing products/services onto consumers.
What is ‘New School’ Marketing?
New School MKT focuses on marketers promoting products/services to consumers centered on their wants, needs, and beliefs.
How do these different schools of MKT thought (Old vs. New) compare?
Marketers need to be able to synthesize information on cognition and behavioral intentions to understand how consumers’ needs, emotions, fears, desires, and aspirations influence their present (and future) behaviors.
What is the key to Marketing success?
The key to marketing success is to anticipate unarticulated needs and wants of consumers and provide them with products and services that satisfy them (sometimes before they even realize it).
