unit 9 - consumer behaviour pt 2

Question 1

psychological influences

Answer 1

Pertain to the workings of the mind
Individual processes that affect behaviours
Help marketers to understand why and how consumers behave the way they do
Include: motivation, self-concept, perception, learning, attitudes

Question 2

motivation

Answer 2

Energizing force that stimulates behaviour to satisfy a need
Starts with the identification of unmet needs

Question 3

need

Answer 3

state of felt deprivation; absence of something useful; motivational driver

Question 4

maslow’s hierarchy of needs

Answer 4

Understand basis and patterns of motivations
Some needs take precedence over others
Largely subconscious

Question 5

maslow’s hierarchy of needs in order

Answer 5

physiological, safety, social, esteem, self-actualization

Question 6

physiological needs

Answer 6

Basic physical requirement for human survival, universal
E.g. food, water, sleep, shelter

Question 7

safety needs

Answer 7

Freedom from harm and fear
Sense of security, stability, comfort
E.g. financial security, well-being

Question 8

social needs

Answer 8

Need to feel accepted by others
Need for fulfilling relationships
E.g. love, affection, friendship, belonging

Question 9

esteem needs

Answer 9

Need for recognition from others (lower)
Need for positive self-image (higher)
E.g. status, confidence

Question 10

self-actualization needs

Answer 10

Need to reach full potential
Focus is on self-awareness and personal growth
Expressed in differing ways

Question 11

deficiency needs (D-needs)

Answer 11

physiological, safety, social, and esteem needs (lack or deprivation of something)

Question 12

growth/being need (B-needs)

Answer 12

self-actualization need (no lack or deprivation, don’t diminish overtime like deficiency needs)

Question 13

maslow’s hierarchy of needs: criticism

Answer 13

Little empirical evidence is support of ranking needs (needs as more dynamic and intertwined)
Theory developed on basis of restricted samples (healthiest 1% of college students)

Question 14

self-concept

Answer 14

collection of ideas and beliefs about oneself; liable to change as we grow

Question 15

4 aspects of self-concept

Answer 15

real self, self-image, looking-glass self, ideal self

Question 16

real self (aka actual self)

Answer 16

Reflects who we objectively are
Attributes, physical characteristics, personality traits, social roles, etc. that make us distinct from other people (siblings, introverted, brown hair)

Question 17

self-image

Answer 17

How we see ourselves
May line up closely with actual self, or could differ substantially
Narcissism: view themselves more likeable, attractive, and influential
Low self-esteem: focus on their challenges and limitations

Question 18

looking-glass self

Answer 18

How we think others perceive us
Pay attention ot reactions and ques of other people when interacting with us

Question 19

ideal self

Answer 19

Who we aspire to be
Shaped by factors like life experiences, role models, cultural values

Question 20

perception

Answer 20

Process by which an individual selects, organizes, interprets, and responds to information to create a meaningful picture of the world

Question 21

perception: coca-cola vs pepsi

Answer 21

Chemical compositions are very similar
Blind taste tests show that most people don’t have the sensory ability to discriminate between the two
Most have a strong preference for one vs the other and perceive differences to exist
Taste test #1 - anonymous: coca cola and pepsi unbranded and unnamed
Coke and pepsi were equally preferred
Activity in reward centres of brain
Taste test #2 - brand-cued
Greater preferences for coke
Activity in brain structures associated with emotions, memories, learning

Question 22

neuromarketing

Answer 22

Use of neuroimaging tools (e.g., fMRI) and physiological measures (e.g., eye tracking, heart rate) to understand consumer behaviour
Examine brain and physiological responses to marketing stimuli
Purchase of products can be predicted based on brain activity changes

ex: matte potato chip bag vs glossy

Question 23

behavioural learning

Answer 23

Behaviours as learned habits acquired through association between a stimulus and a response

Question 24

behavioural learning process steps

Answer 24

drive, cue, response, reinforcement

Question 25

behavioural learning process step 1: drive

Answer 25

Condition that impels a person to act (walking to night class and you are tired)

Question 26

behavioural learning process step 2: cue

Answer 26

Stimulus that tells you how to respond (see someone carrying a coffee, pass vending machine)

Question 27

behavioural learning process step 3: response

Answer 27

Reaction to the cue (buy a beverage you were alerted to through environmental cues)

Question 28

behavioural learning process step 4: reinforcement

Answer 28

Effect of the response (consequence) Experience is reinforcing (feel joy) if stimulus worked Experience is not reinforcing (yields learning dilemma) if stimulus doesn’t work; will try new one next time

Question 29

stimulus generalization

Answer 29

Occurs when a response to one cue is evoked by another similar cue Increases with cue similarity Relevant to the introduction of new products and copycat brands Eg. positive experience with tims coffee, red wendys cup resembles tims, so you believer wendys will be just as effective

Question 30

stimulus discrimination

Answer 30

One’s ability to perceive differences among similar products or brands Brands use unique packaging and messaging in an effort to stand out

Question 31

cognitive learning

Answer 31

Knowledge is acquired through one’s own information processing Learners take in, interpret, store, and retrieve information to inform actions Can occur through own experiences Can occur through observation of others

Question 32

attitudes

Answer 32

Evaluation of an idea, event, object, or person Defined by our beliefs and values

Question 33

beliefs

Answer 33

assumptions we believe to be true based on past experience and available information

Question 34

values

Answer 34

principles, standard, or qualities that are held in high regard (e.g. honesty, equality)

Question 35

attitude change

Answer 35

Change belief about extent to which product has certain attributes (eggs being unhealthy breakfast food) Change perceived importance of attributes (pepsi w/ expiration dates for freshness) Add new attributes (iphones)

Question 36

reference groups

Answer 36

group of people with common interests who influence an individual’s attitudes and behaviours; Influences that stem from one’s relationships with others Includes social influences and cultural influences

Question 37

membership group

Answer 37

you belong to this group, most easily identified by marketers

Question 38

aspiration group

Answer 38

you wish to be part of this group

Question 39

anticipatory group

Answer 39

reasonably believe you may belong in the future (training for sports, becoming professional athlete)

Question 40

symbolic group

Answer 40

likely to never become part of (celebrities)

Question 41

dissociative group

Answer 41

you distance yourself from this group (undesirable)

Question 42

consumer socialization

Answer 42

process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers Direct discussion, observation Also influenced by peers, media

Question 43

family life cycle

Answer 43

a family’s progression from formation to retirement. Each phase bringing distinct needs and purchasing behaviours

Question 44

bachelor stage (family life cycle)

Answer 44

Focused on personal appearance Basic furniture and kitchen appliances Impulsive purchases

Question 45

newly married (family life cycle)

Answer 45

Financial stability Durable goods, vacations, gifts Joint decision making

Question 46

full nest (family life cycle)

Answer 46

Numerous stages Home necessities, child needs Savings (education, retirement)

Question 47

empty nest (family life cycle)

Answer 47

Retirement Vacations, hobbies, medical Family support

Question 48

solitary survivor (family life cycle)

Answer 48

Reduction in income Security, medical costs Downgrade property

Question 49

culture

Answer 49

set of values, ideas, and attitudes that are learned and shared among the members of a group. Consumers’ purchasing decisions are often aligned with their culture

Question 50

individualistic cultures (eg US)

Answer 50

Prioritization of individual needs over group needs Key values: individuality, freedom, ambition (reflected in promotional materials) Preference for products that express individual style and customization Variety and choice are highly preferred

Question 51

collectivist cultures (eg japan)

Answer 51

Prioritization of group needs over individual needs Key values: cooperation, tradition, belongingness (reflected in promotional materials) More open to product recommendations from close others Greater degree of brand loyalty

Question 52

fMRI (functional magnetic resonance imaging)

Answer 52

measures brain activity to reveal emotional, cognitive, and subconscious responses to marketing stimuli, helping marketers understand preferences and decision-making

Question 53

welch's study: communication in promotion

Answer 53

Individualistic: prefer promotional messaging (benefits gained) - energizing, great-tasting, fun to drink Collectivist: prefer preventative messaging (problems avoided) - reduce risk of heart disease, avoid thirst

Question 54

subcultures

Answer 54

group of people with shared value systems based on common life experiences and situations

Question 55

total market strategy

Answer 55

Integrating ethnic themes and cross-cultural perspectives within a brand’s mainstream marketing, appealing to consumer similarities across subcultural segments rather than differences

Question 56

social class

Answer 56

relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviours

Question 57

opinion leader

Answer 57

a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others

Question 58

motive (or drive)

Answer 58

a need that is sufficiently pressing to direct the person to seek satisfaction of the need

Question 59

selective attention

Answer 59

tendency for people to screen out most of the information to which they are exposed

Question 60

selective distortion

Answer 60

tendency of people to interpret information in a way that supports what they already believe

Question 61

selective retention

Answer 61

consumers are likely to remember good points made about a brand they favour and forget good points made about competing brands

Question 62

drive

Answer 62

internal stimulus that calls for action. A drive becomes a motive when it is directed toward a particular stimulus object

Question 63

cues

Answer 63

minor stimuli that determine when, where, and how the person responds