Consumer Behavior Exam 2

Front 1

motive

Back 1

inner force that stimulates and compels behavioral response and provides direction to that response.

Front 2

why is motivation and need interchanged?

Back 2

you are MOTIVATED to fill the gap between discrepancy between present state and ideal state (def of NEED)

Front 3

maslows hierarchy of need based on 4 premises

Back 3

1. similar set of motives bc of genes and society.

2. some motives more basic than other.

3. basic motives to minimum level, before activation of others.

4. when basic motives satisfied, then can move up.

Front 4

mcguire's criteria for categories

1. what are two questions?
2. next category questions

Back 4

1)division of motivation
1. mode of motivation cognitive(sense of meaning) or affective(obtain personal goals)?
2. motive focused on preservative of the status quo(=ibrium) or on growth(development)?

2) source and objective of motive
1.behavior actively initiated, or response to environment?
2. achieve a new internal or external relationship?

Front 5

do marketers create a need or demand?

Back 5

DEMAND!!

Front 6

how do you measure...

1.manifest motives
2. latent motives

Back 6

1. direct questioning
2. projective techniques

Front 7

types of research techniques (3)

name and ex.

Back 7

1. association- first word that comes to mind
2. completion - complete sentence
3. construction- fill in bubbles of cartoon

Front 8

Involvement is important to marketers bc it affects consumer behaviors.

4 reasons, buying a car ex.

Back 8

1. pay more attention to relevant mkting messages
2. engage in analytical thinking to learn new info.
3. seek out information
4. act as opinion leader

Front 9

5-factor approach traits and ex. emotion

useful when...

Back 9

1. Extroversion-talkative
2. Instability-moody
3. Agreeableness-polite
4. Openness to experience-art appreciate
5. conscientiousness-precise

useful because broad picture

Front 10

5 dimensions of brand personality

Back 10

SEC SR

sincerity, excitement, competence, sophistication, ruggedness

Front 11

2 ways to incorporate emotion into a marketing strategy

name and example

Back 11

1. emotion arousal as product benefit-movie

2. emotional reduction as product benefit-flower bouquet

Front 12

outcomes of using emotion marketing (3)

Back 12

enhances attention, attraction, and maintenance capabilities.

Front 13

4 key functions of an attitude

Back 13

KUVE

1.knowledge function-organizing brands
2.utilitarian-operant conditioning
3.value-expressive-self-concepts
4.ego-defensive

Front 14

3 components of attitude

Back 14

cognitive (beliefs), affective (emotions), behavioral (behavioral intentions with respect to oject)

Front 15

behavioral component

1. reflected by 2 things
2. how are these measured

Back 15

1. response tendencies (series of decisions and brand interest) and actual behavior
2. direct and indirect(for sentitive topics) questions

Front 16

attitude component (cognitive, affective, behavioral) are consistent. 7 inconsistency factors are...

Back 16

1. lack of need
2. lack of ability-financial limits
3. failure to consider relative attitudes-choice situations cause comparing relative competitors
4. weakly held beliefs and affect-no confidence with attitudes
5. failure to consider interpersonal influence-families buy for others too
6. failure to consider situational factors-theory of reasoned action
7. measurement issues-stubborn consumers don't articulate feelings

Front 17

4 marketing strategies for changing the COGNITIVE component of attitude

Back 17

1. change beliefs-using facts about performance
2. shift importance (of attributes of product
3. add beliefs/features
4. change ideal-perceptions

Front 18

3 marketing strategies for changing the AFFECTIVE component of attitude

Back 18

1. classical conditioning
2. affect toward ad itself-liking ad is good. ex./ humor or emotional appeals
3. mere exposure

Front 19

utilitarian products

hedonic products

name and ex.

Back 19

utilitarian products- functional benefits ex./dishwasher washes my dishes.

hedonic products-emotional benefits ex./anxiety medicine makes me less sad

Front 20

marketing strategie for changing the BEHAVIORAL component of attitude

Back 20

reassure that purchase will be rewarding

ex./coupons, free samples

Front 21

4 benefits to multi-attribute analysis

Back 21

C, C, A, D

1.gives customer's perspective of strengths and weaknesses
2. can relate with competition
3. can help you move into the future, see potential impacts of attitude change
4. data to make decisions

Front 22

3 sources to communicate that differently affect attitude

Back 22

1. source credible-trustworthiness and expertise
2. celebrities-grab attention, can show expertise (sports)
3.sponsorships-most common in sports, contextual cues (coca cola NOT playing during news)

Front 23

comparative ads

Back 23

directly compare 2 brands in commerical

ex./paper towels

Front 24

4 ways to enhance through emotional appeals

Back 24

1. more attention=more recall
2. liking the ad
3. classical conditioning
4. H-involvement thinking processes

Front 25

value expressive appeals build a ____ for product/brand. they work best for ______ products.

Back 25

a PERSONALITY, for HEDONIC, but can be both hedonic and utitarian (ex. car)

Front 26

2 types of message framing (+ or -)

name and ex.

Back 26

1.attribute framing-single attribute is focused. ex./ fat content in ground beef

2. goal framing-benefits of act, or consequences of not acting emphasized. ex./yearly mammogram

Front 27

benefit segmentation

1. def
2. uses what kind of approach

Back 27

1. the most important consumer evaluations, feelings, and beliefs form basis of market segments.
2.multi-attribute approach