Weeks 1-2 Flashcards
(33 cards)
What is a consumer/consumption?
A human being. Interaction of people with the material and virtual world.
What disciplines are involved in consumer behaviour?
Psychology, Social Psychology, Sociology, Cultural Anthropology, Economics
What is consumer behaviour?
Actions, reactions and consequences that take place as the consumer goes through a decision-making process, reaches a decision, and the puts the product to use. How consumers behave in situations involving goods, services, ideas and experiences.
What are the 3 roles of consumer behaviour?
Shopper, Payer, Consumer
What are the 4 points of the Strategy Cycle?
Research, Insight, Strategy, Evaluation
What is the order of the Consumer Decision Making Process?
Problem Recognition -> Information Search -> Evaluation & Selection -> Store Choice & Purchase -> Post-Purchase Process
Problem Recognition
A misalignment/discrepancy between the consumers’ desired state and their perception of actual state e.g. I want to feel not hungry (desired state) vs I am hungry (actual state)
Routine Problems
Require little search and evaluation
Planning Problems
Can be seen ahead of time and there is time to make a decision
Evolving Problems
Come up unexpectedly, but don’t require immediate action
To understanding Consumers…
Needs, Choices, Behaviours, Lifestyle
Primary Needs (Biological/Physiological)
Fulfil to stay alive, we are generally aware of (NATURE) e.g. water, food, air, shelter, safety, sleep, sex, bodily functions
Secondary Needs (Psychological)
Often learned in response to our cultural and environmental contexts, not fully aware of (NURTURE) e.g. need for recognition, self-esteem, belonging, status
Maslow’s Hierarchy of Needs
Self-Actualisation -> Esteem Needs -> Belonging and Love Needs -> Safety Needs -> Physiological Needs
Limitations of Maslow’s Hierarchy of Needs
Some people may value self-esteem more than love, a chronically unemployed person may only focus on physiological needs, multiple motives behind each need (sex could satisfy physiological, security, love and self-esteem needs)
Intrinsic Motivation
Doing something for inherent challenge, fun, interest and satisfaction without external pressure or reward
Extrinsic Motivation
Doing something because of some external demand, regulation, sanction or outcome
Positive Motivation
Driving the individual TOWARDS an object or condition (needs, wants, desires)
Negative Motivation
Driving the individual AWAY FROM an object or condition (fears, aversions)
Goals
Internal representations of desired states - range from simple biological (e.g. reduce body temp in hot weather) to complex desired states (e.g. career success)
Information Search
Consumer searches for information once the decision-making process has been activated. The level of information search is related to the purchase involvement.
Internal Information Searching
Past experiences and learning stored in memory, guides and limits proceeding external searches, includes evaluation criteria and product/brand awareness
External Information Searching
Seeking external stimulus to inform and guide decision-making e.g. independent groups, personal contacts, marketer information, experiential
3 main dimensions affecting the level of decision involvement
Personal characteristics, product category characteristics, situation characteristics. Low involvement for one consumer may be high involvement for another
