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56 Cards in this Set
- Front
- Back
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Consumer behavior is the study of the processes involved when individuals or groups ___, ___, or ___ of ___,___, ___, or ___ to satisfy needs and desires.
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select
purchase use dispose products services ideas experiences |
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What is consumer behavior?
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the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, experiences to satisfy needs and desires.
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When they're born, how do humans take in information from the outside world?
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Through their 5 senses.
As we get older, we've stored a lot of prior sensory history/input to make sense of the world. |
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T/F: Infants react to all stimuli in the external world, both weak and strong.
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False. Infants react to the strong stimuli, orienting themselves to loud sounds, bright lights/colors etc.
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What's the difference in memory and sensory stimulation between 2-year olds, 9/12-year olds, and adults?
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2 yr. olds start storing memories.
9-12 yr olds become more sophisticated, having a host of stored strategies for dealing with sensory stimulation. Adults have sophisticated sensory preferences. |
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Perception is the process by which ___ are ___ and used to ___ the external world.
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sensations
absorbed interpret |
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What is perception?
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Perception is the process by which sensations are absorbed and used to interpret the external world.
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What do perceptions include (as far as what you can sense)?
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Sights, sounds, smells, tastes, temperatures, and textures.
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How can you add/subtract stimuli to create a perception?
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You can ADD through memory or fantasy to whatever stimulation is coming in.
You can SUBTRACT from stimulus by not paying attention to some stimuli (i.e. screen them out) because we are focusing on others. |
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What is schizophrenia and what can it do to perceptions?
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Causes hallucinations that can generate sensations that aren't real.
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Psychophysics is how people ___ __ ___ information.
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pick up sensory
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What are three aspects that need to be considered in how people pick up sensory information?
These aspects are all under what field? |
-absolute threshold
-differential threshold -individual differences -Psychophysics |
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In psychophysics, absolute threshold is the ___ amount of ___ for a given ___ required to create a ____ by the individual.
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minimum
stimulation sense response |
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What is absolute threshold in psychophysics?
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the minimum amount of stimulation for a given sense required to create a response by the individual
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In psychophysics, differential threshold is the ___ __ ___ in a ____required before the ___ can ___ it.
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amount of change
stimulus consumer detect |
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What is differential threshold in psychophysics?
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the amount of change in a stimulus required before the consumer can detect it
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In psychophysics, the fact that some people are sensitive to sensory change (e.g. hearing tiny amounts of sounds) can be attributed to ___ ____.
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individual differences
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What is the most dominant sense due to evolution?
a. Auditory/Hearing b. Olfactory/Smell c. Optical/Vision d. Taste/Flavor e. Temperature/Texture |
c. Optical/Vision
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What is the meaning of the color white?
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Has all the colors in the spectrum in it. In Japan, white is the color of death since it's such an ultimate color. In the West, white is associated with purity, goodness, God.
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What is the meaning of the color black?
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Absence or condensation of all color. In the U.S., black is the color of death, night, danger, and power.
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What is the meaning of the color green?
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Envy, money. Now it's the environmental color.
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What is the meaning of the colors yellow/orange?
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Citrus, sun. Tend to be warm, happy, and very vivid.
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What is the meaning of the color red?
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Humans are hardwired to neurologically focus on this color. Pre-civilization, we needed to detect blood to track animals and check for wounds, as this had tremendous survival value. Fire. Associated with women because of menstruation and child birth. Earth also because of life.
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What is the meaning of the color blue?
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Men, because of male sky gods. Cool. Water.
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What are the differentiating points of masculine and feminine colors?
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Women are lighter, more delicate, and gentler than men.
Feminine colors: pinks, pastels (colors saturated with whites), associated with colors and sunshine. Masculine colors: Dark, heavy monochromatic. |
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Vision for consumers is stimulated by...
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style
shape workmanship color |
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Hearing for consumers is stimulated by...
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Musical forms (retail stores, brands, jingles), announcers voices
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Are most announcers' voices male or female? Why?
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Male, because it's more authoritative. In western culture, males are associated with being dominant.
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What are the differentiating points of voices between men and women?
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Men: Voices tend to be louder and more aggressive. Mufflers and blasting music (from bass) exemplifies a deeper sound. Promotes the formation of hierarchies.
Women: Higher and softer voice. "Aww" and mothery sounds, high gentle soft cooing repetitive sound. Giggling. Promotes equality and community. Usually used for beauty, baby, home-styling products, etc. |
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What are the differentiating points of smell between men and women?
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Females: flower scents, spices, candy, and fruit
Males: Musk, earthy, tobacco, mossy, and citrus |
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What are the differentiating points of taste between men and women?
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Females: sweet (chocolate), fruity (pink/yellow, bright colors)
Males: salty (meat), bitter (coffee) |
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Book definition: Learning is a ___ ___ ___ in ___ caused by ___.
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relatively permanent change
behavior experience |
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Is learning always caused by experience? Y/N If not, explain.
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Not always the case. Sometime we can learn things or think of things spontaneously or vicariously by watching others. This is the hallmark of creativity.
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What are three behavioral learning theories?
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-classical conditioning
-instrumental conditioning/operant conditioning -cognitive learning theory |
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When, where, and by whom was classical conditioning developed? What did their experiment entail?
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Russia, early 1900s by Pavlov.
Used dogs for experiment. Brought out food (unconditioned stimulus) and the dogs would salivate (response). Started doing repeated exposures with a bell. Dogs learned to associate the bell with the food, salivating even without the food actually being there. After a while, this response decayed and became extinct. |
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Stimuli A and B are similar, but only slightly different. Stimuli B, however, elicits the same response as Stimuli A. This phenomenon is called ___ ___.
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Stimulus Generalization
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Accepting no substitute because there is only one kind of each brand (marketer of original product) even though though the substitute works just as good (marketer of imitation) is called ___ ___.
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Stimulus Discrimination
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When and by whom was instrumental/operant conditioning developed? What did their experiment entail?
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In the early 1950-60s by B.F. Skinner. Experimented with rats and mazes, rewarding them with food at the end, so that they would remember the path to get there. Positive reinforcement worked better than negative reinforcement because of the fear of making a mistake is paralyzing.
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Cognitive learning theory is based on the ___, ____ ___ ____ that are largely unique to humans. We differ from animals in that we have a ___ ___, which does reasoning, etc.
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internal, mental thought processes
frontal cortex |
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The back of our brain plays a dominant role in __% of our decision making.
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90%
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Memory is the process of ___ ___ and ___ it for later use.
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acquiring information
storing |
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What's the difference between a loose and strict categorizer?
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A loose categorizer is able to process across categories based on functionality as opposed to the name that it has (strict categorizer).
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Most people on average can remember between ___ pieces of information at once. People better than that can remember ___ pieces of information at once. People below average can only remember ___ pieces of information.
This type of memory is called ____ ____. |
3-5
7-10 1-2 active or short-term memory (limited storage) |
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Taking discrete pieces of information and combining them into one solid piece of information (e.g. chess) is called ___.
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Chunking
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Bittersweet memories of the past is called ____.
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Nostalgia
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What did Holbrook study? What did he find?
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-The Age of Imprinting: at certain time periods of our life, we are "ripe" to imprint certain kinds of social views
-Favorite music was imprinted at the age of 21-25 - Favorite actor/actress is imprinted at 26 years old |
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Humans have a rationality bias because we are influenced by ___ and ___ stimuli. Human tendency is to make a very ___ decision based on our response to those inputs.
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Sensory
emotional fast |
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Consumer decision making can be broken down into what two behaviors? What are they used to purchase?
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-routine habitual buying or routine response behavior: used to purchase low cost, low involvement purchases that are frequently purchased and are very familiar (very little thought or search in decision)
-extensive problem solving behavior: used for infrequent purchases, little prior info, high financial/social/physical risk (extensive search procedures) |
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What steps are taken in extended problem solving?
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1. Problem/opportunity recognition
2. Information search 3. Identifying a set of alternatives 4. Taking into account marketplace beliefs (guide consumer choice models, especially when consumers have no expertise) |
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Two types of searching and two types of learning are:
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1. internal search (own knowledge)
2. external search (online rating services, social network, experiential search) 3. vicarious learning (serendipity): chance learning, stumbled upon info 4. purposeful learning: making an effort to find out about something |
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What are factors that impact how people go about information searching?
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1. Variety Seeking (not loyal to brands)
2. Prevention Orientation (look for problems to avoid, seek warranties) 3. Promotion Orientation (looking for ways to improve things, upsides) |
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T/F: An exemplar prototype is a very powerful position to be in.
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True. As marketers, need to position our product within the set of alternatives that consumers may be putting together. We want as many consumers to include us in their set of alternatives. We try to learn what attributes are most important to these consumers and then stress that we possess these attributes.
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Marketers can change the attitudes of consumers using ____ and ___ communications
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unidirectional
interactive |
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What are the four steps of the traditional model for unidirectional mass media?
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1. Would start from source > sender > origin > marketer > politician > social cause protesters > etc. until we get a person to convince/persuade.
2. Would develop a message 3. Choose a medium/channel: radio stations, tv, billboards, newspapers, etc. 4. Gets to the destination or the consumer/audience/voter/target (leads to feedback loop) |
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New interactive media environments have what benefit? What examples are there?
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Gives groups of consumers more power than traditionally. Social Interaction Media (fbook, twitter, etc.), and consumer on-line chatrooms are examples of new interactive media environments.
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What are factors to consider when creating persuasive messages? (8)
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-credibility
-strong visuals -whether or not it's one- or two-sided -comparative ads (attach self to dominant product) - emotional vs. rational appeals (can only pick one) - humor -fear -personification CCSSHFP |
