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48 Cards in this Set
- Front
- Back
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What is Consumer Behavior?
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Involves a wide spectrum of things that affect,
derive from, or form the context of human consumption •Encompasses the whole consumption process from pre-purchase and purchase to post-purcha |
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Different actors in consumer behavior?
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1.Intiator-Influencer
2. Decider 3. Purchaser 4. User |
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Three perspectives on consumer behavior
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1. Consumers are Systematic Decision Makers
2. Consumers are Active Interpreters 3. We are all Consumers. Consumers are Human Beings. And Humans are Complex and Irrational |
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Consumers are Systematic DEcision Makers
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Maximizing the benefits from purchases defines the
purchase—consumers are deliberate |
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Consumers are Active Interpreters
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Cultural/social membership defines purchases
Consumers are “meaning makers” in their consumption |
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Does advertising educate consumers?
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-Advertising informs
-Advertising is superficial and intrusive |
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Does advertising affect happiness and general well-being
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- Advertising addresses a wide variety of basic human needs and reflects society's values and priorities
-Advertising creates unnecessary needs and promotes materialism |
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What is Sensation?
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Sensation is the immediate response of our sensory
receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture) •We receive external stimuli through our five sensors |
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Perceptual Process
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A three-stage process that translates raw stimuli into
meaning •The process by which sensations are selected, organized, and interpreted |
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What is hedonic consumption?
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Hedonic Consumption: Multisensory, fantasy, and
emotional aspects of consumers’ interactions with products |
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What is sensory marketing?
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Marketers use impact of
sensations on consumers’ product experiences |
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What does exposure refer to?
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Exposure occurs when a stimulus comes
within range of someone’s sensory receptors •We can concentrate, ignore, or completely miss stimuli |
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The Absolute Threshold
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The minimum amount of stimulation that
can be detected on a given sensory channel |
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The Differential Threshold
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The ability of a sensory system to detect
changes or differences between two stimuli |
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What does the j.n.d refer to?
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Minimum difference between two stimuli is
the j.n.d. (just noticeable difference) |
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What is Weber's law?
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The j.n.d. between two stimuli is not an
absolute amount but an amount relative to the intensity of the first stimulus •The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different |
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What marketing implications do the sensory thresholds have?
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Marketers need to determine the relevant j.n.d. for their products
•so that negative changes are not readily discernible to the public •so that product improvements are very apparent to consumers |
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What does attention refer to?
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Attention is the extent to which processing
activity is devoted to a particular stimulus •Consumers are often in a state of sensory overload •Marketers need to break through the clutter |
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What does the process of perceptual selection mean?
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Selection depends upon:
-Nature of the stimulus:Includes theproduct’s physical attributes, package design, brandname,advertising and more… Expectations:Based on familiarity, previous experience or expectations Motives:Needs or wants for a product or service |
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What are the personal and stimulus selection factors?
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We are more likely to notice stimuli that
differ from others around them •So, marketers can create “contrast” through: size, color, position, novelty |
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Selective Exposure
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-Consumers seek out messages which:
--are pleasant --they can sympathize --reassure them of good purchases |
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Selective Attention
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-heightened awareness when stimuli meet their needs or interests
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Perceptual Vigilance
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--subconsciously screening out of stimuli which are threatening
-consumers even distort information that is not consistent with their needs, values, etc. |
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Perceptual Defense
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--subconsciously screening out of stimuli which are threatening
-consumers even distort information that is not consistent with their needs, values, etc. |
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Perceptual blocking
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- consumers avoid being bombarded with stimuli by: tuning out, TiVo
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What does interpretation refer to?
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Refers to the meaning we assign to sensory
stimuli, which is based on a schema |
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Schema
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Schema is a mental, knowledge structure that
organizes beliefs, ideas and feelings |
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Priming
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Priming is a process in which certain
properties of a stimulus evoke a schema that affects subsequent responses to stimuli |
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Figure and Ground principle
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People tend to organize
perceptions into figure- and-ground relationships The ground is usually hazy • Marketers usually design so the figure is the noticed stimuli |
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What is Gestalt psychology?
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The whole is greater than the sum of its parts
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Grouping/Similarity Principle
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People group stimuli to
form a unified impression or concept • Grouping helps memory and recall |
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Closure Principle
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People have a need for
closure and organize perceptions to form a complete picture. • Will often fill in missing pieces • Incomplete messages remembered more than complete |
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What is the general concept of semiotics?
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correspondence between signs
and symbols and their role in the assignment of meaning |
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What do the object, the sign, and interpretant refer to
from the semiotic perspective? |
Object: product that is the focus of the message Ex. marlboro cigarettes
•Sign: sensory image that represents the intended meanings of the object Ex. cowboy •Interpretant: meaning derived ex.rugged american |
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What is the perceptual Map?
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An analytical technique that enables
marketers to plot graphically where brands are perceived in consumers’ minds •Used to determine how brands are currently perceived to determine future positioning |
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What is brand (or product) positioning?
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Brand perceptions = functional attributes +
symbolic attributes •Establishing a specific image for a brand in the consumer’s mind in relation to competing brands •Conveys the product in terms of how it fulfills a need •Successful positioning creates a distinctive, positive brand image |
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What is learning?
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•The process by which individuals acquire the
purchase and consumption knowledge and experience that they apply to future related behavior |
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What is behavioral leaning?
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Based on observable behaviors (responses) that
occur as the result of exposure to stimuli -Assume that leaning takes place as the result of responses to external events |
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Two types of behavioral learning
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-classical conditioning
-instrumental conditioning (also, operant conditioning) |
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Classical conditioning
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a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Ex. bowl of food + bell
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Instrumental conditioning )also, operant conditioning)
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the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes
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Classical Conditoning
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Ivan Pavlov rang bell and put meat powder into dogs' mouths; repeated until dogs salivated when the bell rang
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UCS
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meat powder, natural reaction is drooling
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CS
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bell (dogs learned to drool when bell rang_
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CR
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Drooling
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Classical conditioning principle of REPETITION
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generalization
Increases the association between the conditioned and unconditioned stimulus • Slows the pace of forgetting • When exposure decreases, extinction occurs • Advertising wearout is a problem |
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Classical conditioning principle of stimulus generalization
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Having similar
responses to slightly different stimuli • Helps “me-too” products to succeed • Useful in: –Product extensions –Family branding –Licensing –Look-alike packaging |
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Instrumental (Operant) Conditioning
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Behaviors = positive outcomes or
negative outcomes •Instrumental conditions occurs in one of these ways: •Positive reinforcement •Negative reinforcement •Punishment •Extinction |
