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53 Cards in this Set
- Front
- Back
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Consumer Behavior Involves what types of Products?
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- Goods
- Services - People - Activities - Ideas - Places - Organizations |
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Consumer Behavior Involves More Than Buying
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Acquiring
Using Disposing |
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What Affects Consumer Behavior?
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Psychological Core
Process of Making Decisions Consumer’s Culture Consumer Behavior Outcomes |
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Psychological Core
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Motivation, ability, and opportunity
Exposure, attention, and perception Categorizing and comprehending information Forming and changing attitudes Forming and retrieving memories |
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Process of Making Decisions
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Problem Recognition
Search for Information Judgments Making Decisions Post-Decision Evaluations |
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Consumer’s
Culture |
External Processes:
Regional and Ethnic Influences Age, Gender, and Household Influences Reference Groups |
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Consumer Behavior Outcomes
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Consumer Behaviors Can Symbolize Who We Are
Consumer Behaviors Can Diffuse Throughout a Market |
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Why Do We Study Consumer Behavior?
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Market Segmentation
Targeting & Positioning Product Decisions Pricing Decisions Promotion Decisions Place Decisions |
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Who Benefits from the Study of Consumer Behavior?
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Marketing Managers
Ethicists and Advocacy Groups Public Policy Makers and Regulators Consumers |
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Marketing
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the social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others
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Motivation
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is an inner state of arousal that denotes energy to achieve a goal.
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Consumer Motivation and Its Effects
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Goal-Relevant Behavior
High-Effort Information Processing and Decision Making Felt Involvement Enduring Situational Cognitive Affective |
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Consumer Motivation and Its Effects
Objects of Involvement |
Involvement with Product Categories
Involvement with Brands Involvement with Ads Involvement with a Medium Involvement with Decisions and Behaviors Specifying the Object of Involvement |
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What Affects Motivation?
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Personal Relevance
Values, Goals, Needs Perceived Risk Inconsistency with Attitudes |
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Maslow’s Hierarchy of Needs
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self actualization
egoistic social safety physiological |
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types of needs
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functional
symbolic hedonic |
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Types of Perceived
Risk |
Performance
Financial Physical (or Safety) Social Psychological Time |
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Risk Reduction Strategies
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By consumer:
Gathering Information Safe choices By Manufacture/retailer: Money-back guarantees Warranties Trial Periods |
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Consumer Ability: Resources to Act
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Product Knowledge and Experience
Cognitive Style Intelligence,Education, and Age Money |
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Consumer Opportunity
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Time
Distraction Amount of Information Complexity of Information Repetition of Information Control of Information |
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Ability
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to identify good investing opportunities
- money: higher wages than before - education: learn about investing from financial management workshops, money management shows, seminars, investing newsletters |
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Opportunity
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to take advantage of investing options
- financial freedom: more likely to run household on their own - availability of services targeted at them |
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Exposure
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The process by which the consumer comes in physical contact with a stimulus
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Selective Exposure
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Zipping
Zapping Flipping |
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How Can We Increase Consumers’ Exposure?
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“Roadblocking”--- You can run, but you can’t hide
Repetition Wide Presence |
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Attention
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The process by which an individual allocate part of his/ her cognitive resources (mental activity) to a stimulus
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Characteristics of Attention
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DSL Divided Selective Limited
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Methods of Enhancing Attention
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Personally Relevant
Pleasant Surprising Easy to Process |
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Perception
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The registration of stimuli by one of the five senses: vision, hearing, taste, smell, and touch
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What is categorization?
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The process by which consumers label an object and hence know what it is
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Implications of Categorization
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Positioning & Competition
Elaboration Evaluations & satisfaction |
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knowledge content schema
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beliefs about and knowledge associated with products
** information linked to some product or concept Schemas and Associations Types of Schemas Created, developed, and changed over time. |
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knowledge content script
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Procedure for doing various things learned over time
E.g., restaurant script: Make reservation Travel to restaurant Await seating Order drinks Study menu Order Eat Have dessert and/or coffee Pay check and leave tip |
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Means of Categorization
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Taxonomic
Goal-derived Product substitutability |
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Taxonomic Categorization
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An Orderly classification of objects, with similar objects in the same category
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Sources of Variation in Knowledge & Categorization Structure
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Why Consumers Differ in Their Knowledge
The Cultural System Level of Expertise |
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Comprehension
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Objective and Subjective Comprehension
Objective Comprehension: - Extent to which the consumer has learned the facts stated in a message Subjective Comprehension: - Meanings generated by consumers from communication |
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Chapter 6
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attitude formation and change: high consumer effort
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What are Attitudes?
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A relatively global and enduring evaluation of an object, issue, person, or action
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The Characteristics of Attitudes
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Favorability
Attitude Accessibility Attitude Confidence/ strength Attitude Persistence Attitude Resistance |
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Cognitive V. Affective
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Thoughts V. Feelings
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The Cognitive Foundations of Attitudes
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The Cognitive Response Model
Counterarguments (CAs) Support Arguments (SAs) Source Derogations (SDs) |
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The Cognitive Foundations of Attitudes
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Expectancy-Value Models
Theory of Reasoned Action (TORA) (influences) |
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How Affectively Based Attitudes Are Influenced
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The Source
Attractiveness The Message Emotional Appeals Fear Appeals |
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Celebrity Problems
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Overexposure
When celebrity endorses too many products (reduces effectiveness) Celebrity Behavior Mike Tyson, Michael Jackson |
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When Do Attitudes Predict Behavior?
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Mediating Factors:
Level of Involvement/Elaboration Knowledge and Experience Accessibility of Attitudes Attitude Confidence Attitude-Behavior Relationship over Time Specificity of Attitudes Situational Factors Normative Factors Personality Variables |
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Chapter 7
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attitudes based on low consumer effort
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High-Effort Versus Low-Effort Routes to Persuasion
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Peripheral Route to Persuasion
Peripheral Cues (super market) |
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Cognitive Bases of Attitudes When Consumer Effort Is Low
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Simple Inferences
Heuristics Frequency Heuristic Truth Effect |
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How Cognitive Attitudes Are Influenced
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Communication Source
The Message Category- and Schema-Consistent Information Many Message Arguments Simple Messages Involving Messages Message Context and Repetition Incidental Learning |
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Affective Bases of Attitudes When Consumer Effort Is Low
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(1) The Mere Exposure Effect
Wearout (2) Classical Conditioning (3) Attitude Toward the Ad (Aad) Dual-Mediation Hypothesis (4) Mood |
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How Affective Attitudes Are Influenced
Communication Source |
(A) Attractive Sources
(B) Likable Sources (C) Celebrity Sources |
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How Affective Attitudes Are Influences
The Message |
Pleasant Pictures
Music Humor Emotional Content e.g., Dramas Message Context |
