Consumer Behavior Exam 3

Front 1

Complex whole that includes knowledge, belief, art, law, morals, customs and any other capabilities and habits acquired by humans as members of society.

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Culture

Front 2

Includes almost everything that influences an individual's thought processes and behaviors

Back 2

Comprehensive (aspect of culture)

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Does not include responses and dispositions.

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Acquired or learned (aspects of culture)

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Culture seldom provides detailed prescriptions for appropriate behavior

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Supplies boundaries (aspect of culture)

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"natural" of "right thing to do"

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Seldom aware (aspect of culture)

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Boundaries that culture sets on behavior; simply rules that specify or prohibit certain behaviors in specific situations; derived from cultural values.

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norms

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Widely held beliefs that affirm what is desirable

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cultural values

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Penalties ranging from mild social disapproval to banishment from the group

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sanctions

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Reflects a society's view of the appropriate relationships between individuals and groups within that society

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other-oriented values

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individual/collective
youth/age
extended/limited family
masculine/feminine
competitive/cooperative
diversity/uniformity

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examples of other-oriented values

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Prescribe a society's relationship to its economic, technical, and physical environment.

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Environmental-oriented values

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Cleanliness
Performance/status
traditional/Change
risk taking/security
problem solving/fatalistic
nature

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environmental-oriented values

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The degree to which people accept inequality in power, authority, status, and wealth as natural or inherent in society.

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Power distance (part of performance/status)

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Reflect the objectives and approaches to life that the individual members of society find desirable.

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Self-oriented values

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Active/Passive
Sensual Gratification/Abstinence
Materials/Nonmaterial
Hard Work/Leisure
Postponed Gratification/Immediate Gratification
Religious/Secular

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examples of Self-oriented values

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The acquisition of things to enable one to do something (ex skis can be acquired to allow one to ski)

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Instrumental materialism (materials/nonmaterial)

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The acquisition of items for the sake of owning the item itself (ex artwork)

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Terminal materialism (materials/nonmaterials)

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Variations in cultural values

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1. other-oriented values
2. environmental-oriented values
3. self-oriented values

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Factors influencing Nonverbal communications

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time
space
symbols
relationships
agreements
things
etiquette

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Languages; immediately obvious to anyone entering a foreign culture

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verbal communication systems

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The arbitrary meanings a culture assigns actions, events, and things other than words.

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Non-verbal communication systems

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Time is seen almost as a physical object: we can schedule it, waste it, lose it, and so on: believing that a person does one thing at a time, we have a strong orientation toward the present and the short-term future.

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Monochronic time perspective

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Simultaneous involvement in many activities viewed as natural; people and relationships take priority over schedules, and activities occur at their own pace.

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Polychronic time perspective

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The use people make of space and the meanings they assign to their use of space constitute a form of nonverbal communication.

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Space

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The nearest that others can come to you in various situations without you feeling uncomfortable.

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Personal space

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Failure to recognize the meaning assigned to a symbol can cause serious problems

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Symbols

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Rights and obligations imposed by relationships and friendship are nonverbal cultural variables (Americans form relationships and make friends quickly and easily and drop them easily also)

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Relationships

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Literally translated as personal connections/relationships on which an individual can draw to secure resources or advantages when doing business as well as in the course of social life.

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Guanxi

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How we go about making agreements (the Chinese tend to pay more attention to relationships than contracts; Americans tend to examine proposed contracts more closely.

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Aggreements

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The cultural meaning of things leads to purchase patterns that one would not otherwise predict; the differing meanings that cultures attach to things, including products, make gift-giving a particularly difficult task (a clock is an inappropriate gift in China because the word clock is similar to the word for funeral)

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Things

Front 31

Represents generally accepted ways of behaving in social situations; behaviors considered rude or obnoxious in one culture may be quite acceptable in another (showing the sole of one's shoe is extremely insulting in many Eastern cultures)

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Etiquette

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The exchange of business cards when two people meet (essential, complex social exchange in Japan)

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Meishi

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Who make up a huge and growing part of the population around the world--represent the first truly international market in history .

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Teenagers

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Describe a population in terms of its size, structure, and distribution

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Demographics

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The number of individuals in the society

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size (demographic)

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the society in terms of age, income, education, and occupation

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structure (demographics)

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The physical location of individuals in terms of geographic region and rural, suburban, and urban location.

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distribution

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Based on the cost of a standard marked basket of products bought in each country; households in a country with less income in US dollars may be able to buy more than other countries with higher incomes in US dollars because of a lower cost structure

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purchasing power parity

Front 39

An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment

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Attitude

Front 40

Some attitudes serve primarily as a means of organizing beliefs about objects or activities such as brands and shopping; these attitudes may be accurate or inaccurate with respect to objective reality, but the attitude rather than reality will often determine behaviors.

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Knowledge function (attitudes)

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Other attitudes are formed and served to express an individual's central values and self concept (consumers who value nature and the environment are likely to develop attitudes about products and activities that are consistent with that value.

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value-expressive function (attitude)

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This function is based on operant conditioning: people tend to form favorable attitudes toward objects and activities that are rewarding and negative attitudes toward those that are not.

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Utilitarian function (attitude)

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People form and use attitudes to defend their egos and self-images against threats and shortcomings (products promoted as very macho may be viewed favorably by men who are insecure in their masculinity).

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Ego-defense function (attitude)

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Attitude components ABC

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Affective
Cognitive
Behavioral

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Emotions or feelings about specific attributes or overall object

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Affective component

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Beliefs about specific attributes or overall object

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Cognitive component

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Behavioral intentions with respect to specific attributes or overall object

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Behavioral component

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Used to determine consumers' overall attitude toward a particular brand

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Multi-attribute attitude model

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function benefits and attitudes

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utilitarian (affective)

Front 50

Emotional benefits and attitudes

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Hedonic (affective)

Front 51

Visually pleasing; tap consumer's affective reactions by going beyond the cognitive associations of functionality.

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Aesthetic appeal (affective component)

Front 52

Provides visual representations of 232 "emotional adjectives" underlying a PAD; a graphical character which is manipulated to visually portray emotions and more directly tap emotional responses.

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SAM and adSAM

Front 53

All three attitude components tend to be consistent; one attitude component tends to produce related changes in other components

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Component Consistency

Front 54

Seven factors may account for inconsistencies between measures of beliefs and feelings and observations of behavior. Part of the attitude component consistency

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1. lack of need
2. lack of ability
3. failure to consider relative attitudes
4. weakly held beliefs and affect
5. failure to consider interpersonal influence
6. failure to consider situational factors
7. measurement issues

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A favorable attitude requires a need or motive before it can be translated into action; thus the consumer may not feel a need for a portable player or might already own an acceptable, though less preferred, brand.

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Lack of need

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Translating favorable beliefs and feelings into ownership requires ability; the consumer might not have sufficient funds to purchase an iPod, thus she might purchase a less expensive brand.

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Lack of ability

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Purchases often involve trade-offs across competing brands; thus, a consumer may have a relatively high attitude toward iPod, but a slightly higher attitude toward a competing brand.

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Failure to consider relative attitudes

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If the cognitive and affective components are weakly held, and if the consumer obtains additional information while shopping, then the initial attitudes may give way to new ones.

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weakly held beliefs and affect

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Many purchase decisions involve others either directly or indirectly; the shopper may purchase something other than an iPod in order to better meet the needs of the entire family.

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failure to consider interpersonal influence.

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Items are purchased for, or in, specific situations; the consumer might purchase an inexpensive portable player now if she anticipates access to more sophisticated equipment in the near future.

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Failure to consider situational factors.

Front 61

Holds that behavioral intentions are based on a combination of the attitude toward a specific behavior, such as purchasing a brand; the social or normative beliefs about the appropriateness of the behavior; and the motivation to comply with the normative beliefs.

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Theory of reasoned action

Front 62

It is difficult to measure all the relevant aspects of an attitude; consumers may be unwilling or unable to articulate all relevant feelings and beliefs.

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Measurement Issues

Front 63

By changing these beliefs, affect and behavior will then change

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Change the cognitive component

Front 64

Involves shifting beliefs about the performance of the brand on one or more attributes.

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Change beliefs (to change cognitive component)

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Most consumers consider some product attributes to be more important than others; thus, marketers often try to convince consumers that those attributes on which their brands are relatively strong are the most important.

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Shift Importance (change the cognitive component)

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Add new beliefs to the consumer's belief structure.

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Add beliefs (to change the cognitive component)

Front 67

Change the perception of the ideal brand or situation.

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Change ideal (to change the cognitive component)

Front 68

A stimulus the audience likes, such as music, is consistently paired with the brand name; over time, some of the positive affect associated with music will transfer to the brand.

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classical conditioning (to change the affective component)

Front 69

Liking the advertisement generally increases the tendency to like the brand; ads that arouse negative affect or emotions such as fear, guilt, or sorrow can also enhance attitude change (showing starving children when asking for donations to help them)

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Affect toward the ad or web site (to change the affective component)

Front 70

Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive.

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Mere exposure (to change the affective component)

Front 71

May precede the cognition and affect or it may occur in contrast to the cognitive or affective components.

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Change the Behavioral Component

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Changing behavior prior to changing affect or cognition is based primarily on _______ ___________

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operant conditioning

Front 73

Individual and situational characteristics that influence attitude change are:

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1. Elaboration Likelihood Model (ELM)
2. Cue Relevance and Competitive Situation
3. Consumer Resistance to Persuasion

Front 74

a theory about how attitudes are formed and changed under varying conditions of involvement; integrates select individual, situational, and marketing factors to understand attitudes; suggests involvement is key determinant of how information is processed and attitudes are changed.

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Elaboration Likelihood Model (ELM)

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Results from high involvement. Multi-attribute attitude model is a high-involvement view of attitude change. Detailed, factual information is effective.

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Central Route (ELM)

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Results from low involvement. Classical conditioning, Aad, Mere exposure and low involvement views of attitude change. Limited information works best like pictures and music.

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Peripheral route (ELM)

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Attitudes formed under _________ route tend to be stronger, more resistant to counter-persuasion attempts, more accessible from memory, more predictive of behavior

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Central

Front 78

Competitive situation work best with these cues

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peripheral

Front 79

Persuasion is easier when the target marked views the message sources as highly credible.

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Source credibility

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A source that has no ulterior motive to provide anything other than complete and accurate information

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trustworthy

Front 81

Product knowledge is required

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expertise

Front 82

A person, generally a member of the target market, recounts his or her successful use of the product, service, or idea

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Testimonial ad

Front 83

Such as the American Dental Association (ADA) are widely viewed as both trustworthy and expert by consumers and are actively sought by marketers

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Third-party endorsements

Front 84

Celebrity sources are effective because:

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1. attention
2. attitude toward the ad
3. trustworthiness
4. expertise
5. aspirational aspects-consumers may desire to emulate a celeb
6. meaning transfer-consumers may associate known characteristics of celebs with attributes of the product that coincide with their own needs and desires.

Front 85

Created by companies; can be animated animals, people, products, or other objects; major advantage is complete image control and difficult for competitors to duplicate.

Back 85

Spokes-characters

Front 86

A company providing financial support for an event such as the Olympics or a concert; one of the most rapidly growing marketing activities.

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Sponsorship

Front 87

Attempt to build a personality for the product or create an image of the product user; most effective for products designed to enhance self-image or provide other intangible beliefs.

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Value-expressive appeal

Front 88

Involves informing the consumer of one or more functional benefits that are important to the target market; most effective for functional products.

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Utilitarian appeal

Front 89

Only one point of the view is considered; marketers generally present only the benefits of their product without mentioning any negative characteristics it might possess or any advantages a competitor might have; most effective at reinforcing existing attitudes.

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one-sided

Front 90

Presenting both good and bad points; counter-intuitive, and most marketers are reluctant to try; however, generally more effective in changing a strongly held attitude.

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Two-sided

Front 91

Refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing).

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Message framing

Front 92

Simplest form of framing; only a single attribute is the focus of the frame. (ex Ground Beef can be described as 80% fat free [positive] or 20% fat [negative]; positive framing tends to be more effective.

Back 92

Attribute framing

Front 93

The message stresses either positive consequences of performing an act of the negative consequences of NOT performing an act; in a positive frame, benefits are emphasized (increased chance of finding a tumor); in negative frame, the risks of non engaging in the act are emphasized (decreased change of finding a tumor); the negative frame is generally more effective

Back 93

Goal framing

Front 94

Pictures, music, surrealism, are all examples of ____________ and effective in attitude change.

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Nonverbal components

Front 95

Properly designed marketing programs should be built around the unique needs of each market segment.

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Market segmentation

Front 96

Segmenting consumers on the basis of their most important attribute or attributes.

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Benefit segmentation

Front 97

3 steps of product development

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1. Construct a profile of a consumer segment's ideal level of performance.
2. Create a product concept that closely matches the ideal profile.
3. Translate the concept into an actual product.