Cbma

Front 1

consumer behavior

Back 1

this is about what we buying and why we are doing this, how we are doing this

Front 2

salesperson? + 2 examples

Back 2

he provides you with a reason to buy

1. T-Ford car: they provided the people with a new market

2. H&S: they created the thought that having dandruff is a bad thing --> they created this new market

Front 3

psychographics

Back 3

aspects of a person's lifestyle and personality

Front 4

consumption communities

Back 4

online platforms were people discuss products/brands and give their opinions. these platforms are usually more powerful than the content from commercials/ads

Front 5

consumer decision making / 5

Back 5

1. problem recognition

2. information search

3. evaluation of alternatives

4. product choice

5. outcomes

Front 6

consumer decision making: problem recognition
+ 2 types of recognition

Back 6

this occurs when the consumers experiences a difference between the actualand desired state.
1. need recognition: actual state moves downward --> when you run out of gas

2. opportunity recognition: desired state moves upward --> wanting a new car

Front 7

consumer decision making: information search
+ 3 types of searching

Back 7

you are searching for information to reduce risks.
1. internal vs external (int= in memory, ext= environment)

2. accidental vs deliberate (acc= passive manner e.g. ads, del= with previous knowledge e.g. birthday cake)

3. ongoing vs prepurchase (ong= staying up to date, pre= you recognize a need)

Front 8

sensory specific satiety

Back 8

when you have a taste for a long time eventually you will get fed up with and you will change the taste

Front 9

consumer decision making: evaluation of alternatives

+ 2 types categorizations

Back 9

this is about selecting among categories

1. evoked set: products which are in your memory

2. consideration set: products which you consider for purchasing

Front 10

consumer decision making: product choice

Back 10

selecting among alternatives

Front 11

heuristic

Back 11

a mental shortcut which makes life more easy

Front 12

3 types consumer decisions

Back 12

1. habitual: things you buy everyday e.g. bread

2. limited: things you buy on occasion e.g. clothes

3. extended: things you will only buy 1/2 times e.g. car or a house

Front 13

experiment: dijksterhuis (2006)

Back 13

the deliberation without attention effect

- cars with several positive/negative aspects

- two groups of people with choosing/thinking

- outcomes: simple decisions-conscious thinking and hard decisions-unconscious thinking

Front 14

consumer hyperchoice

Back 14

having too many options so you have noooooo idea what to do: PANIEK

Front 15

motivation

Back 15

this is about needing something, an inner state of tension for pursuing a goal

Front 16

4 types of needs

Back 16

1. biogenic needs: to maintain life, water

2. hedonic needs: this is about fantasies, luxury brands

3. psychogenic needs: this is what you need for yourself, cultural bound: need of power

4. utilitarian needs: practical need, gas for you car

Front 17

Thematic Apperception Technique

Back 17

for classifying human needs. used by psychopaths: showing ambiguous pictures and asking several questions

Front 18

specific needs and their ramifications for behavior / 4 needs

Back 18

1. need for affiliation

2. need for power

3. need for uniqueness

4. need for achievement

Front 19

Maslow's hierarchy of needs

Back 19

this is for understanding the personal growth of an individual.

- the pyramid consists of biogenic and psychogenic needs

- criticism: it is too cultural/western bound + it evaluates the individual above the group?

Front 20

3 consumer goals

Back 20

1. approach approach

2. approach avoidance

3. avoidance avoidance

Front 21

3 consumer goals: approach approach
- what can occur

- marketers

Back 21

you need to choose between 2 desirable things

- cognitive dissonance can occur: you can only choose one thing out of many so you will lose the good aspects of the thing you didnt choose --> you will make up excuses for your choice

- marketers: make a combination of two things: red band duo drop

Front 22

3 consumer goals: approach avoidance

- marketers

Back 22

you are desiring and avoiding a goal at the same time

- marketers: zero sugar, less calories etc

Front 23

3 consumer goals: avoidance avoidance

Back 23

you have to choose between two undesirable things

Front 24

consumer involvement

Back 24

perceived personal relevance/interest in an object

Front 25

3 antecedents for involvement

Back 25

1. personal: relates to me? do i need this? why do i buy this? interest in the product?

2. product: price? compared to other products? source of communication?

3. situational: related to purchase and use

Front 26

elaboration likelihood model

Back 26

there are two ways for attitude change:

1. central route: you are thinking consciously, about arguments etc

2. peripheral route: you are thinking unconsciously, your decision is based on colors/sounds e.g.

Front 27

perception + 3 stages

Back 27

1. exposure

2. attention

3. interpretation

Front 28

exposure: when does this occur?

Back 28

when a stimulus comes within the range of someone's sensory receptors

Front 29

threshold

Back 29

the lowest intensity of a stimulus our brains can register on a sensory channel

Front 30

threshold: 2 types

Back 30

1. absolute threshold: the minimum amount of stimuli that is needed to detect a stimulus

2. differential threshold: the ability to detect changes between two stimuli

Front 31

j.n.d.

Back 31

just noticeable difference: the minimum difference that can be detected

Front 32

weber's law

Back 32

delta i = K * I

- delta i = min change to produce j.n.d.

K = % the change

I = where the change occurs $

Front 33

subliminal perception

Back 33

this is below the absolute threshold; unconsciously

Front 34

interpretation

Back 34

the meaning that we assign to sensory stimuli that caught our attention

Front 35

closure

Back 35

people tend to see an incomplete picture as a complete picture --> Land Rover ad

Front 36

learning

Back 36

experience results in behavior change

Front 37

3 types of learning

Back 37

1. classical conditioning

2. cognitive learning

3. operant conditioning

Front 38

3 types of learning: classical conditioning

Back 38

- learning between 2 happening

- UCS, UCR, CS, CR

- sexual appeals are usually classical conditioning

- marketing problem: similar products lift on your succes

Front 39

family branding

Back 39

positive aspect of your own succes

Front 40

3 types of learning: operant conditioning

- 3 types of reinforcements

Back 40

- learning between happening and consequence

- 3 types of reinforcements:

1. positive: strengthened by reward

2. negative: strengthened when a negative outcome is avoided

3. punishment: response is followed by unpleasant events

Front 41

extinction

Back 41

dissappearance of response due to lack of reinforcement

Front 42

4 reinforcement schedules

Back 42

Ratio: respondents

Interval: time

1. fixed ratio: nth respondents $100

2. variable ratio: slot machines

3. fixed interval: every nth time interval eating pancakes

4. variable interval: secret shoppers, you dont know when they come

Front 43

3 types of learning: cognitive learning
- 3 types

Back 43

- this is about role modelling

- 3 types:

1. iconic rote learning: association of two concepts in the absence of conditioning, Apple

2. reasoning: with former knowledge, black pepper

3. vicarious learning: watching what others do and their outcomes

Front 44

3 memory systems

Back 44

1. sensory memory

2. short term memory --> chunking

3. long term memory

Front 45

long term memory / 2 types of storage

Back 45

1. declarative / explicit: capital of the netherlands

2. procedural / implicit: riding a bike

Front 46

enhancing storage / 4

Back 46

1. chunking

2. rehearsal

3. elaboration

4. recirculation

Front 47

enhancing storage / rehearsal

Back 47

making an attempt to remember things

Front 48

enhancing storage / elaboration

Back 48

when marketers make you think twice about something

Front 49

enhancing storage / recirculation

Back 49

rather unconsciously rehearsing something, because you just heard something soooo many time like the Nokia ringtone

Front 50

enhancing retrieval / 7

Back 50

1. visual

2. emotional

3. unusual

4. prior familiarity

5. pioneering brand

6. descriptive brands

7. state dependent retrieval

Front 51

attitude

Back 51

an evaluation about an attitude object which you like or dislike

Front 52

strong versus weak attitude

Back 52

- strong: guiding in behavior, high involvement, commitment, important to the self-concept, plays a role in decision making

- weak: not really guiding in behavior, low involvement, not important blablabla

Front 53

ambivalence

Back 53

when you see two sides of the story: it is not that you do not care you just dont know like the death penalty

- can be a weak attitude but doesnt necessarily needs to be

Front 54

implicit versus explicit attitudes

- danger of explicit

- how to measure both

Back 54

- implicit: more unconsciously, measuring for instance in the brains with a computer task and your reaction time

- explicit: you think about this and can explain this. you can measure this with interviews/questionnaires --> danger is socially desirable answers

Front 55

multiattribute attitude model

Back 55

our attitude toward an attitude object depends on our beliefs about several of its attributes

Front 56

fishbein model of belief / formula

Back 56

A = B * i

- A: attitude

B (should be ringel S): belief

i: importantance weight

Front 57

tripartite model of attitudes

- 4 parts + example

Back 57

1. cognition: beliefs --> exercising is healthy

2. behavior: past and future activity --> i work out twice a week

3. attitude: overall evaluation --> exercising is good

4. affect: emotions/feelings --> i feel good after exercising

Front 58

inter- and intra- attitudinal structure

Back 58

inter: your attitude is related to other attitudes

intra: attitude is made up of beliefs, influenced by values

Front 59

experiment LaPierre (1934)

Back 59

even though people say attitude influences behavior, he did not found evidence for this

Front 60

theory of planned behavior

- 4 aspects

Back 60

attitude does not only influence behavior, but also:

1. control: the perceived control we have

2. norms: what other people think about it

3. intention: motivational factors that influence behavior

Front 61

what guides: weak & strong attitudes

Back 61

weak: first behavior

strong: first attitude

Front 62

balance theory

- 3 components

- unbalanced vs balanced

- what does marketing do?

Back 62

1. person

2. attitude object

3. another person who uses 2

- unbalanced: 1 or 3 -

it should def be balanced otherwise there is an inner state of tension

- marketing uses celebrities

Front 63

to change an attitude / 3

Back 63

1. add a new important attribute --> Yale = cheap

2. change the importance of an existing attribute --> library facilities are important

3. compare brands and state that yours is the best

Front 64

what better to change: attitudes or beliefs?

Back 64

beliefs: attitudes are usually linked to a person's self-concept

Front 65

social judgment theory

- what does it say

- 3 latitudes + effects

Back 65

- individuals do not only accept messages that are similar to their own; they are willing to look at messages that are slightly different

1. latitude of acceptance --> assimilation effect

2. latitude of rejection --> contrast effect

3. latitude of non-commitment

- so if you want people to change their attitudes you should give them an argument which falls into their latitude of non-commitment

Front 66

heuristic systematic model

- which other model?

- 2 routes to persuasion

Back 66

- similar to ELM only different names

1. systematic information processing / central ELM: you are evaluating the quality and amount of arguments

2. heuristic information processing / peripheral ELM: rather unconsciously, like visuals or audio cues which help you by deciding

Front 67

Humorous appeals: positive effects / 3

Back 67

1. attracts intention

2. message will be accepted easier/earlier

3. puts people in a good mood

Front 68

Humorous appeals: negative effects / 2

Back 68

1. reduced message comprehension

2. faster ad wear-out

Front 69

Humorous appeals: only effective when / 4

Back 69

1. product already exists

2. humorous material does not overwhelm the message

3. humorous material appropiate for the products' image

4. low product involvement

Front 70

2 persuasive marketing paradigms

Back 70

1. implementation intention

2. anticipated regret

Front 71

2 persuasive marketing paradigms: implementation intention

Back 71

- linking if & when --> situation and action

Front 72

2 persuasive marketing paradigms: anticipated regret

Back 72

increasing the awareness of the consequence of the behavior

Front 73

2 negative influences consumer behavior

Back 73

1. addictive consumption

2. compulsive consumption

Front 74

deception / 3 types

Back 74

deception: false objective claim

1. misrepresentation one's own offerings

2. incorrect statement/promise

3. create unintended warranties

Front 75

self-concept / 4 attributes

Back 75

1. content: looks + mental aptitude

2. positivity: self-esteem

3. intensity and stability over time

4. accuracy

Front 76

impression management

Back 76

has to do with the self-concept and how others perceive us. we are dressing ourselves for instance to impress others --> we care about what others think of us

Front 77

symbolic interactionism
- which concept

Back 77

relationships with other people plays a big part in forming the self
- self-fulfilling prophecy: we behave according to the perceived expectations of others

Front 78

extended self
- what is it

- 4 levels

Back 78

external objects which we consider a part of us

1. individual, clothes jewelry

2. family: house furnishing

3. community: where you come from

4. group: monuments sport teams

Front 79

sexual gender roles in society / 2 goals

Back 79

1. agentic goals: should be performed by males

2. communual goals: should be performed by females

Front 80

gender-beding products

Back 80

for instance Harley Davidson using females to set a record, so using the opposite gender of the product