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136 Cards in this Set
- Front
- Back
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Consumer Behavior
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The totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision-making units (over time).
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Acquisition
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Process by which a consumer comes to own an offering.
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Consumption
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Process by which a consumer uses an offering.
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Disposition
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The process by which a consumer discards an offering.
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Offering
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A product, service, activity, or idea offered by a marketing organization to consumers.
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Psychological Core
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Consists of:
Motivation, Ability, Opportunity Exposure, Attention, Perception Knowing & Understanding Attitude Formation & Change Memory & Retrieval |
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Primary Data
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Collected specifically for current purpose
Could be internally or externally collected Ex: Experiments, test markets, focus groups, surveys |
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Secondary Data
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Collected for some 'other' purpose
Advantages: Time savings, low cost Disadvantages: Out of date, lack of detail |
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Exploratory Research
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Type of research that generates ideas
Consists of Qualitative & Quantitative methods In-depth interviews Focus Groups Observation |
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In-Depth Interviews
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Face-to-face with one respondent with the objective of exploring the subject matter in detail
Ex: Laddering, ZMET, Projective Techniques |
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Focus Groups
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Group of respondents discuss a marketing problem by responding & reacting w/ one another
Ex: Chain rxn, Devil's advocate, false termination |
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Observation
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Research method with no talking
Natural Vs. Artificial settings Used when investigating complex social settings |
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Correlation
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Relationship between change in two variables
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Causation
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One variable producing an effect in another variable.
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Factors necessary for causation
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1. Correlation
2. Temporal Antecedence 3. No third factor driving both your supposed cause and effect |
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Elements of Experiments
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1. Control/manipulate the cause (independent variable) and hold "everything else" constant
2. The cause (independent variable) has to precede the effect. 3. Random assignment-makes experimental groups statistically equivalent. |
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Motivation
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The energy directed at objects or activities.
Has both a strength & direction Enhanced when something is personally relevant. |
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Need
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Discrepancy b/w present (actual) state & ideal (desired) state.
Ex: Soloflex commercial. "This could be your body, Soloflex could be the way" |
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Drive
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Strength of a motivation
The larger the discrepancy, the more urgency felt to reduce tension (Greater motivation) |
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Values
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Enduring beliefs that guide what we believe is important or good over time and across situations.
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Goals
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Objectives that we would like to achieve when needs motivate us.
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Needs
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Internal state of tension, caused by disequilibrium from ideal/desired physical or mental state.
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Wants
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Particular form of consumption used to satisfy a need.
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Maslow's Hierarchy of Needs
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Contains:
Self-actualization Needs Personal Needs Social Needs Safety Needs Physiological Needs |
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Goal Valence
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Positively-valued goals and Negatively-valued goals.
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Positively-Valued Goal
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Type of goal valence
Approach Ex: Axe, Makeup (Positive aspect) |
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Negatively-Valued Goal
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Type of goal valence
Avoid Ex: Deodorant, Mouthwash (Negative aspect) |
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Means-End Chains/Laddering
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Knowledge structure that links consumers' knowledge about product attributes with their knowledge about consequences and values.
Attributes->Consequences->Values Ex: Gillette Fusion Razor |
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Attributes
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Part of Means-End Chains/Laddering
Concrete & Abstract |
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Consequences
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Part of Means-End Chains/Laddering
Functional & Psychological |
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Values
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Part of Means-End Chains/Laddering
Instrumental & Terminal |
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Emotional Benefits
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Alternative for the value proposition
Brand makes buyer or user feel something during the good purchase process |
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Self-expressive Benefits
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Alternative for the value proposition
Brand provides a vehicle for person to express themselves. |
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Social Benefits
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Alternative for the value proposition
Helps the consumers connect w/ others through social relationships |
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Critical Program
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Driver->Functional Benefit->Self-expressoin Benefit->Emotional Benefit
Set of alternatives for the value proposition |
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ZMET(Zaltman Metaphor Elicitation Technique)
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In depth interview where participant brings in pictures describing how they feel about ____.
"A picture is worth a thousand words" |
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Seven Universal Metaphors
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Balance
Transformation Connection Containers Resources Journey Control |
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MAO
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Motivation, Ability, Opportunity
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Reasons firms needs to understand consumers' needs.
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Segment based on Needs
Develop need-satisfying offerings Use needs in marketing communications Identify unfulfilled needs/recognize new opportunities Monitor changes in consumers' needs Influence consumers' need recognition |
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Need Recognition
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Occurs when consumer sees difference b/w perceived actual state and a plausible ideal state.
Actual state moves downward |
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Actual State=Ideal State
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When you don't experience a need.
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Opportunity Recognition
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Exposed to different/better quality products(New standard of comparison)
Ideal state moves upward |
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Ability
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Potential for an individual to be able to process info/act on motivation
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Opportunity
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Situational restrictions that allow or hold back the processing of info/acting on motivations
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If consumers do not have the _______ and ___________ to process information, make decisions, or engage in behaviors, then __________ may not result in any action.
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Ability, Opportunity, Motivation
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Relationship b/w Exposure, Attention, and Perception
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Exposure->Attention->Perception->Cognition(Thought)/Affect(Emotion)
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Exposure
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Process by which the consumer comes into physical contact w/ a stimulus-we have the possibility of noticing the information.
Ex: Zipping, Zapping |
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Zipping
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Fast Forwarding
Changes exposure |
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Zapping
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Changing Channel
Changes exposure |
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Things that Influence Exposure
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Type of Medium(T.V, radio, internet)
Positioning W/in a medium Distribution & Placement |
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Attention
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Extent to which processing activity is devoted to a particular stimulus- the information have been recorded in a specific way that forces you to notice it.
Ex: Orkin Cockroach commercials |
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Attention can be _______ so you can focus on several things and it is _______ in that individuals don't have infinite cognitive capacity.
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Divided, Limited
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Characteristics of the ________ and the ________ make consumers pay attention.
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Consumer, Stimulus
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Gateway to the ultimate goal of advertising
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Attention
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Perception
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Process of developing an interpretation of a stimulus registered by one of the five senses.
(Deciding what a stimulus means) |
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Perceptions are formed and interpreted on the fly and are based upon two major factors:
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The "actual" stimulus or event
Prior knowledge/expectations |
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Perception is/is not passive.
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IS NOT PASSIVE
(Prior knowledge about users of different brands of beers influenced your perception of shopping list stimulus) |
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What customers ________ is what affects their actions and what is _________ is not necessarily "true".
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Perceive, Perceived
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Gestaet Principle
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Perceptual threshold
We read words as a whole, so if we read partially misspelled words we can still tell what they mean because of expectations/prior knowledge. (Stimulus must be above our Absolute Threshold) |
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Subliminal messages are _____ our ________ threshold.
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Below, Absolute
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Just Noticeable Difference (JND)
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Threshold @ which we notice/pay attention to differences
Part of weber's law |
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Weber's Law
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The higher the initial level of an attribute, the greater the amount that attribute must be changed before people will notice the change.
(Regularly 20%) |
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Perceptual Map
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A graphical representation of how customers perceive brands
2 Most important attributes are used |
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Positioning
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Act of designing the company's offering and image to occupy a distinctive place in the target market's mind.
Image should reflect both what the product is and how the product is different from competitors |
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Preference Map
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Map of consumers' ideal points
Each consumers' ideal combo of the two dimensions Clusters of points on the map represent market segments |
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Clusters of points on the preference map represents ______ ________.
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Market Segments
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Categorization
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Occurs when consumers use their prior knowledge to label, identify, and classify something new.
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Once something is categorized we know what __ __, what ___ ____, and what ___ _______ __.
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It is, It's like, It's similar to
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Reasons to categorize
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Too much information
Utters chaos w/o structure Helps us learn Helps us know what to expect Similarities of objects |
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Taxonomic Categories
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Group similar objects in the same categories.
Many similar features within categories. Few similar features across categories. |
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Superordinate, Basic, Subordinate
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Levels of categorization
Highest (General), Middle, Lowest(Most specific) |
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Goal-derived categories
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Contain things we perceive as relevant to a goal.
Use rules/experiences to create these for a specific goal. Ex: Things to do on a friday night, Things you eat on a diet |
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Graded Structure
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Some members represent category better than others.
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Prototype
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Category member with the most associations with other members of the category and the fewest associations outside the category.
Most easily recalled Standard of Comparison for category |
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Expert
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Someone who is able to categorize a good/service with much more detail than others.
Category structure is more developed. More categories, associations, and better understanding of relationships b/w and w/in categories. |
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First Mover Advantage
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Advantage of the first entity to occupy a certain market segment.
Allows you to be prototype Easier recall increases sales |
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Consideration sets
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Set of alternatives that a consumer would consider when making a purchasing decision.
Memory Vs. Context Based Choice Point of Purchase Brand awareness: reminder advertising |
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Repositioning
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This can change the categorization of a product.
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Categorization leads to __________, __________, and ____________.
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Inferences, Evaluation, Satisfaction
Inferences-> Can be right or wrong Evaluation->Link affect to category Satisfaction->Expect certain things out of category members |
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Elaboration Likelihood Model (ELM)
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People will elaborate more if it is more personally relevant, or elaborate less if there is less personal involvement.
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Elaboration is High
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People make conscious efforts to form/change attitudes->Central-route processing
Form an opinion based on central cues (Important diagnostic information) |
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Elaboration is Low
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Attitudes are based on tangential/superficial factors->Peripheral route processing
Form an opinion based on peripheral cues (easy-to-process, but unimportant information) |
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Central-route processing
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Two-sided messages->Fairness, makes 'negatives' unimportant
Strong arguments |
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Peripheral-route processing
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One-sided messages
Length=Strength Pleasant visuals, music, or humor |
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Attitude
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Overall evaluative judgment
Positive or negative direction Strong or Weak |
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Attitudes are _______, ____ through time, but can also be ________.
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learned, last, modified
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Cognitive Function
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Guide your thoughts
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Affective Function
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Influence your feelings
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Conative Function
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Influence your behavior
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Multi-attribute Attitude Model (MAAM)
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1. Identify relevant attributes
2. Determine evaluation (e) of those attributes -3->+3 3. Determine beliefs (b) about attitude objects (e.g., dorms) on those attributes. 1->10 4. Sum all attributes used in evaluating the attitude object weighted by the evaluation of each attribute (weighted avg) |
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Theory or Reasoned Action (TORA)
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Accounts for social environment/constraints.
Predicts behaviors INTENTIONS, not attitudes. BI=A+SN BI=Behavioral Intention A=Attitude SN=Subjective Norms |
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Attitude=Sum of______ + __________
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Belief, Evaluation
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Subjective Norms=Sum of _________ _______ + ___________ __ ______.
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Normative beliefs, Motivation to comply
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Behavioral Intention=
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Sum of Belief and Evaluation + Sum of Normative beliefs and Motivation to comply
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Subjective norms
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Beliefs about how other people, of which the opinion count, assesses specific behaviors.
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Ways to Change Attitudes and/or Behavioral Intentions using MAAM and TORA
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Change Belief: Ex: Pork, the other white meat
Change Evaluation: Ex: Appliances and their efficiency Add a new attribute/belief: Ex: Adding idea of probiotics to yogurt Target Normative Beliefs |
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Cognitive Response Model
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Categorizes thoughts in response to messages.
Counterarguments, Support Arguments, Source Derogations |
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Counterargument
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Argument against a proposed idea.
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Support Argument
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Argument in support of a proposed idea.
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Source Derogation
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Challenging of an argument because of unreliability of source.
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Expectancy-Value Models
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MAAM-Multi-attribute Attitude Model
TORA-Theory of Reasoned Actions |
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Both the _________ ________ _____ and _________ _____ _____ explain how thoughts are related to high effort attitudes.
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Cognitive response model, Expectancy value models
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Cognitive Dissonance
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State of psychological tension arising from incompatibility among a person's attitudes, behaviors, beliefs, and/or knowledge, or when a choice has to be made b/w equally attractive or repulsive alternatives.
Ex: Smokers knowing smoking is bad but justifying it, "Buyer's Remorse" |
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Classical Conditioning
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Unconditioned stimulus (meat powder) paired w/ conditioned stimulus (bell)-> Unconditioned Response (Saliva)=Conditioned Response(Saliva)
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Existing Association (Evolution)
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UCS->Unconditioned Stimulus
UCR->Unconditioned Response |
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Learned Association
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CS->Conditioned Stimulus
CR->Conditioned Response |
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Stimulus Generalization
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Associations consumers make regarding familiar products and services lead directly to consumer choices and are the focus of billions of $$ of annual advertising.
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Masked Branding
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When a company doesn't advertise their brand name in an attempt to mask their brand from the perception of the product.
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Associative Learning
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Similar to classical conditioning in that it is an automatic process and information is learned through repetition without trying.
Unlike classical conditioning in that it involves the learning of higher-level associations, not reflexes/responses. Ex: Slogans, Jingles, Phone #'s, Spokescharacters Stored in LTM |
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Operant Conditioning
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Use outcomes of behaviors to create positive or negative associations.
Reinforcement & Punishment |
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Positive Reinforcement
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When consumer engages in behavior, something good happens.
Ex: Sheraton points |
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Negative Reinforcement
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When consumer engages in behavior, something bad stops happening.
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Punishment
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Opposite of reinforcement
Attempts to decrease behavior When consumer engages in behavior, something bad stops happening. |
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Sensory Memory
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Information that comes in through our senses
VERY BRIEF (1-3seconds) Echoic Memory Iconic Memory If it isn't processed, we lose it |
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Echoic Memory
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Very brief memory for things we hear
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Iconic Memory
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Very brief memory for things we see
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Short Term Memory
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AKA Working Memory
Portion of memory where incoming information is encoded & interpreted. Limited Capacity Short duration, about 20 seconds |
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Long Term Memory
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Permanently stored knowledge
Autobiographical Semantic Memory Implicit Memory Very large storage capacity (Virtually unlimited) Information is NEVER lost, but sometimes can't be retrieved. |
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Autobiographical Memory
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Part of LTM
Episodic memory (Specific to individual) |
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Semantic Memory
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Part of LTM
General knowledge about the world |
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Implicit Memory
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Part of LTM
Memory for skills, like riding a bike |
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Associative Network Model of Memory
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Imagine a large spider web, where things are interconnected.
Set of associations in memory that are linked to a concept. Nodes Associative Links Spreading Activation |
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Nodes
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Concepts, feelings, and events are stored here.
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Associative Links
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Connects the Nodes
When the __________ ____ fades you can't recall memory. |
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Spreading Activation
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Explains our seemingly random thoughts related to a certain memory.
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Sleeper Effect
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The source decays faster than the message.
When a highly persuasive message, paired with a discounting cue, causes an individual to be more persuaded by the message (rather than less persuaded) over time. |
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Retrieval Cue
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A stimulus that facilitates a node's activation
Ex: Brand names, logos, spokespeople all linked to other concepts in memory. |
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Recall
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"Essay test"
Reconstruct from memory w/ no cues. |
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Cued Recall
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"Fill in the blanks"
Reconstruct from cues. |
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Recognition
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"Multiple Choice"
Identify a stimulus we have seen before (e.g., brand recognition) |
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Primary Effect
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When material at the beginning of the message has the most influence/is better recalled.
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Recency Effect
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When material at the end of the message has the most influence/is better recalled.
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Ways in which to improve memory
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Recirculation/Repetition
Elaboration Chunking |
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Recirculation/Repetition
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Remember it b/c you encounter it a lot (Associative Learning)
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Elaboration
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Relating information to what you already know/think about it.
Process more deeply, then we're more likely to remember it. |
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Chunking
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Grouping multiple info items as a single units (E.g., 1-800-FLOWERS, 1-800-GOTJUNK)
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