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67 Cards in this Set
- Front
- Back
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Learning objective 1 |
the self concept strongly influences consumer behavior |
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Self Concept |
-Self-concept: the beliefs a person holds about his/her own attributes, and he she evaluates these qualities |
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atribute dimensions |
content, positivity, intensity, stability over time, and accuracy |
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real and ideal sleeves Ideal Self |
Our conception of how we would like to be |
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Actual Self |
our more realistic appraisal of the qualities we have |
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products can |
-help us reach ideal self -be consistent with actual self -impression management means that we work to 'manage' what others think of us |
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Multiple selves |
-marketers pitch products needed to facilitate active role identities -woman wife sister friend spokesperson mother american citizen pro athlete |
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Learning objective 2 |
products play a key role in defining the self concept |
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you are what you consume |
-social identity as individual consumption behaviors -questions: who am i now? -Answer: to some extent, your possessions! -influence of personality based on consumption patterns -people who have an incomplete self definition complete the identity by acquisition |
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Self product congruence |
-consumers demonstrate their values though their purchase behavior -self-image congruence models: we choose products when attributes matches the self product usage = self image |
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the extended self Individual |
personal possessions ( cars,s clothing) |
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Family |
residence and furnishings |
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community |
neighborhood or town where you live |
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group |
social or other groups |
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learning objective 3 |
societies expectations of masculinity and feminity help to determine the products we buy to meet these expectations |
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Gender differences in socialization |
-Gender roles vary by culture but are changing -many societies still expect traditional roles: |
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Agentic roles |
Men are expected to be assertive and have certain skills |
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Communal roles: |
women are taught to foster harmonious relationships |
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Sex typed traits |
characteristics we stereotypically associate with one gender or the other |
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sex type products |
take on masculine or feminine attributes |
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Learning objective 4 |
the way we think about our bodies ( and the way our culture tells us we should think) is a key component of self-esteem
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Ideal of Beauty |
-exemplar of appearance -'what is beautiful is good' stereotype |
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favorable physical features |
-attractive faces -good health and youth -balance symmetry -feminine curves/ hourglass body shape -strong male features |
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Learning objectives 5 and 6 |
-our desire to live up to cultural expectations of appearance can be harmful -every culture dictates certain types of body decoration or mutilation |
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working on the body |
fattism cosmetic surgery body decoration and multination body piercing |
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CH 7 learning Obj 6 |
the communications model identifies several important components for marketers when they try to change consumers attitudes toward products and services |
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learning obj 7 |
the consumer who processes a message is not necessarily the passive receiver of information marketers once believed him or her to be |
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new message formats M-commerce |
marketers promote goods and services via wireless devices |
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new social media platforms |
-blogs and video blogs -podcasts -virtual worlds -widgets |
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learning obj 8 |
several factors influence the effectiveness of a message source |
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learning obj 9 |
the way a marketer structures his or her message determines how persuasive it will be |
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learning obj 9 |
the way a marketer structures his or he message determines how persuasive it will be |
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decisions to make about the message |
-should we use pictures or words -how often should message be repeated -should it draw an explicit conclusion -should it show both sides of argument -should it explicitly compare product to competitors -should it arouse emotions -should it be concrete or based on imagery |
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the message characteristics of good and bad messages positive effects |
-showing convenience of use -showing new product/improved features -casting background ( i.e. people are incidental to message) -indirect comparison to other products |
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negative effects |
-extensive information on components, ingredients, nutrition -outdoor setting ( message gets lost) -large number of onscreen characters -graphic displays |
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how do we structure arguments one sided |
supportive arguments |
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two sided |
both positive and negative information |
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refutational argument |
-negative issue is raised, then dismissed -positive attributes should refute presented negative attributes -effective with well educated and not yet loyal audiences |
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comparative advertising |
-message compares two recognizable brands on specific attributes -'Unlike mcdonalds all of arbs chicken sandwiches are made with 100% all natural chicken -negative outcomes include source derogation |
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types of message appeals |
-emotional vs rational appeals -sex appeals -humorous appeals -fear appeals |
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learning obj 10 |
audience characterisitics help to determine whether the nature of the source or the message itself will be relatively more effective |
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Ch 8 learning obj 1 |
consumer decision making is a central pat of consumer behavior, but the way we evaluate and chose products varies widely |
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learning obj 2 |
a decision is actually composed of a series of stages that results in the selection of one product over competing options |
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steps in the decision making process |
-problem recognition -information search -evalautuon of alternatives -product choice |
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problem recognition |
-occurs when consumer sees difference between current state and ideal state |
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need recognition |
actual state declines |
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opportunity recognition |
ideal state moves upward |
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information search |
-the process by which we survey the environment for appropriate date to make a reasonable decision -prepurchase or ongoing search -internal or external search -online search |
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deliberate vs accidental search directed learning |
exiting product knowledge obtained form previous information search or experience of alternatives |
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incidental learning |
mere exposure over time to conditioned stimuli and observations of others |
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learning obj 3 |
decision making is not always rational |
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do consumers always search rationally? |
-some consumers avoid external search, especially with minimal time to do so and with durable goods ( autos) -symbolic items require more external search -brand switching: we select familiar brands when decision situations is ambiguous -variety seeking: desire to choose new alternatives over more familiar ones |
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Biases in decisions making process Mental Accounting: |
framing a problem in terms of gains losses influences our decisions |
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suck cost fallacy |
we are reluctant to waste something have paid for |
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loss aversion |
we emphasize losses more than gains |
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prospect theory |
risk differs when we face gains vs losses |
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types of perceived risk |
monetary risk functional risk physical risk social risk psychological risk |
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alternatives |
-evoked set -consideration set |
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product choice: how do we decide? |
-Once we assemble and evaluate relevant options from a category, we must choose among them -decision rules for product choice can be very simple or very complicated ---prior experience with (similar) product --present information at time of purchase ---beliefs about brands from advertising |
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learning obj 4 |
our accesses to online sources changes the way we decide what to buy |
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cybermediaries |
-the wed delivers enormous amounts of product information in seconds |
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cymemediary |
helps filter and organize online market information ex shopping.com bizrate.com |
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learning obj 5 |
we often fall bask on well learned 'rules of thumb' to make decisions |
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heuristics |
-product signals -market beliefs -country of origin |
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choosing familiar brand names Zipf's Law: |
our tendency to prefer a number one brand to the competition |
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consumer inertia |
the tendency to buy a brand out of habit merely because it requires less effort |
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brand loyalty |
repeat purchasing behavior that reflects a conscious decision to continue buying the same brand |
