Consumer Behavior Marketing

Front 1

Attitude

Back 1

is a person's overall evaluation of a concept

Front 2

Integration Process

Back 2

Overall evaluation is formed when consumers integrate knowledge, meanings, or beliefs about the attitude concept. ---(analyzes the personal relevance of the concept and determines whether it is favorable or unfavorable)

Front 3

Influences on accessibility

Back 3

influenced by: Salience or importance, frequency of prior activation, strength of the association between a concept and its attitude.

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Levels of attitude concepts (know two or three)

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product class, product form, brand. (also, model, brand/model general situation, brand/model specific situation)

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Belief strength

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is the perceived probability of association between an object and its relative attributes. (Affected by past consumer experiences; and Number of salient beliefs about an attitude object unlikely to exceed seven to nine)

Front 6

Belief evaluations

Back 6

reflects how favorably the consumer perceives that attribute. (Not necessarily fixed over time or constant across different situations)

Front 7

Attitude change strategies

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add a new salient belief about the attitude object; Increase the strength of an existing positive belief; Improve the evaluation of a strongly held belief; Make and existing favorable belief more salient.

Front 8

Elements of problem solving

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Problem representation; Integration process; Decision plans

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elements of problem representation

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Serves as a decision frame: includes
-end goals, which are the basic consequences, needs or values that consumers want to achieve or satisfy.
-a set of subgoals organized into a goal hierarch.
-relevant product knowledge, which include choice alternatives and choice criteria.
-a set of simple rules or heuristics.

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stages in consumer problem solving

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-Problem recognition
-Search for alternative solutions
-Evaluation of alternatives
-Purchase
-Reevaluation of chosen alternative

Front 11

types of integration procedures (pg. 171/slide: 13-17)

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-Formal integration strategies: Compensatory processes, Non-compensatory processes, and Combination proceses.
-Heuristics: "if..., then..." propositions that connect an event with an appropriate action.

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levels of consumer decision-making

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-extensive decision making
-limited decision making
-routinized choice behavior

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Consideration set

Back 13

a set of all alternatives that the consumer evaluates in making a decision

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Evoked set

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the set of choice alternatives activated directly from memory

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compensatory decision-making

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Criteria evaluations are done separately ad combined such that positive evaluations can offset or compensate for negative evaluations

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non-compensatory decision processes

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choice strategies in which the positive and negative consequences of the choice alternatives do not balance or compensate for each other

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Heuristics (define)

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Simple "if..., then..." propositions that connect an event with an appropriate action.

Front 18

Aspects of activated knowledge that affect problem solving(slide 22)

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-consumers' goals
-their knowledge about choice alternatives and choice criteria, as well as heuristics for using this knowledge
-their level of involvement

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Definition interrupts

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when unexpected information is encountered in the environment

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strategies for each level of decision making (26-27)

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-Routinized choice behavior: develop strategies for producing prominent environmental stimuli; efficient distribution system
-Limited decision making: Advertisements to increase top-of-mind awareness; stimulate impulsive purchases
-Extensive decision making: Satisfy consumers' special needs for information; informational displays at the point of purchase; free samples, coupons, or easy trial.

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Definition overt consumer behavior

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refers to the observable and measurable responses or actions of consumers

Front 22

Distinctive elements of behavior vs. cognition (slide 3)

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-In many cases influencing affect and cognition leads to overt behavior, but this linkage often doesn't hold
-Behavior precedes and causes affect and cognition in some cases.
-Most marketing strategies cannot succeed without influencing overt consumer behavior

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Problems studying overt behavior (slide 2)

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-determining the appropriate level of analysis
-deciding whether individual consumers or the entire world market is the appropriate level
-Linkages between overt behavior and affect and cognition are not well developed at a theoretical level.

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Understand examples of overt behavior sequencing from example behavior model (slide 6)

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-consumers commonly perform many other combos of behavior
-the model is intended to illustrate only one type of behavior sequence for retail purchases
-The time it takes for a consumer to perform the behaviors depends on a variety of factors.

Front 25

How marketers alter overt behavior (slide 18)

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Marketing strategies and tactics are designed to alter overt consumer behavior by changing one or more aspects of the environment

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Classical conditioning

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process by which a neutral stimulus becomes capable of eliciting a response because it was repeatedly paired with a stimulus that naturally causes the response

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Marketing implications of classical conditioning

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-directs attention to the presentation of stimuli that, because of previous conditioning, elicit affect in consumers
-marketers may find it useful to condition responses to stimuli.

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operant conditioning

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process of altering the probability of a behavior being emitted by changing the consequences of the behavior

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differences between operant and classical conditioning

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-Classical conditioning: a neutral stimulus becomes capable of eliciting a response when repeatedly paired with a stimulus that naturally causes the response.
-Operant conditioning: influences behavior with both antecedents and consequences

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reinforcement schedules

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-Continuous reinforcement schedule: provides a reward after every occurrence of the desired behavior.
-Fixed ratio schedule: is where every second, third, tenth, and so on response is reinforced
-Variable ratio schedule: occurs when a reinforcer follows a desired consequence on an average at 1/2, or 1/3 (and so on) of the time the behavior occurs.

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factors influencing modeling effectiveness

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-Model and modeled behavior characteristics: if the sequence of the modeled behavior is detailed very carefully and vividly, modeling effects tend to increase.
-Observer characteristics: perceptive and confident people readily emulate idealized models who demonstrate highly useful behaviors
-Characteristics of modeled consequences: positively reinforcing a model's behavior is a key factor in facilitating vicarious learning.

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Strategic focus of strategies of influence overt behavior

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-Affective: consumers' emotions, moods, feelings, evaluations.
-Cognitive: Consumers' knowledge, meanings, beliefs
-Behavioral: Consumers' overt behaviors
-Combined: More than one of above.

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Methods used to measure overt behavior

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-Information contact
-Funds access
-Store contact
-Product contact
-Transaction
-Consumption and disposition
-Communication

Front 34

Reasons for failed influence strategies

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-faulty objectives
-faulty strategy
-faulty implementation
-faulty measurement
-Unanticipated competitive reactions or consumer changes
-Combination

Front 35

chap.11
define: Environment

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refers to all the physical and social characteristics of a consumers' external world; includes: physical objects, spatial relationships, social behavior of other people

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Macro/Micro social environment

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-Refers to the indirect and vicarious social interactions among very large groups of people; it includes culture, subculture, and social class.
-Refers to the face-to-face social interactions among smaller groups of people such as families and reference groups.

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Define: Situation

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The ongoing stream of reciprocal interactions among goal-directed behaviors, affective and cognitive response, and environmental factors that occur over a defined period of time.

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How to analyze a situation

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-Determine the major goals that define the situation for the target market
-Identify the key aspects of the social and physical environments in the situation
-Understand consumers' affective, cognitive, and behavioral responses to the environmental characteristics.