Consumer Behaviour

Front 1

What is the process of communication

Back 1

Sender (credibilty and attractiveness) - encondes, message, medium, receiver - decodes, attitdude and or behaviour change/nochange, feedback

Front 2

What are The nature or persuasiveness of the massage or communication

Back 2

appeals to reason or emotion, should it be images or statistics, one-sided or two-sided arguments, primacy or recency effect, size of attitude discrepancy

Front 3

Name Factors that influence the audience/receiver

Back 3

Self-esteem, social approval, prior experience, public commitment, mood

Front 4

Name the Processes of feedbackand evaluation

Back 4

Elaboration likelyhood model (ELM) - types of routes are central and peripheral(non-rational); attitude towards the ad

Front 5

Name the two Cultural aspects in advitising

Back 5

humour and sex

Front 6

What are the Market conditions for a segmentation strategy

Back 6

identity, access, size

Front 7

What are the important forms of market segmentaton

Back 7

geographic segmentation, demographic segmentation - age, sex, socio-economic class, geo-demographic; psychological segmentation - activities, interests, opinions (thelma - old-fashioned traditionalist 25%, candice - chic urbanite 20%, mildred - militant mother 20%, cathy - contented housewife 18%, eleanor - elegant socialite 17%); usage segmentation - time, frequency, occasion, situation; benefit ssegmentation

Front 8

What are the concepts of socio-economic status

Back 8

social stratificataon, social status and symbol - power, wealth, prestige, conspicious consumption, exclusiveness, respect, life chances and life style

Front 9

How do we measure social class

Back 9

objective methods: uses 3 quatifiable SES measures of occupation, income, education - single-variable index e.g. occupation, multi-variable index; subjective methods - people are asked to rank themselves (upper, middle, lower class); reputaional method - people rate each other, interpretative methods -

Front 10

How many social class categories do we have

Front 11

What are the factors to consider in changes in the social class

Back 11

can idividuals change their social class, is the categorisation undergoing a change

Front 12

What are the types of group

Back 12

primary and secondary group, formal and informal group, membership and reference groups

Front 13

What are the properties of group life or how can a group affect consumer behaviour

Back 13

unintended group influence, word of mouth and opinion leadership, group norms and power of conformity - asch conformity, milgrams obedience to authority, crutchfield norm; group power - reward, coercive, legitimate, expert, referent

Front 14

Effects of reference groups on consumer behaviour

Back 14

direct influences, indirect influences

Front 15

How Reference group effects on products depends on

Back 15

public necessities, public luxuries, private necessities

Front 16

What are the differences in consumer susceptibility

Back 16

Group factors, individual factors

Front 17

Defintion of family

Back 17

2 or more people living together who may be related by blood, marriage or adoption

Front 18

Socialsation

Back 18

As a child this a two-way process

Front 19

Types of institutions that affect people

Back 19

family, school, nation-state

Front 20

Consumer socialisation

Back 20

co-shopping and role model

Front 21

Family roles

Back 21

initiator, influencer, decision maker, buyer, user and gate keeper

Front 22

Strategies faminlies use to resolve conflict

Back 22

coercion, persuasion, bargaining, manipulation

Front 23

Changing roles in the family

Back 23

financial situation, role of man, attitude

Front 24

The life cycle stages

Back 24

bachelor, newly married, full nest 1, full nest 2, full nest 3, empty nest 1, empty test 2, solitary survivor, retired solitary survivor

Front 25

Stages and psychological development of development

Back 25

sensory motor (birth to two years), preoperational (two to seven years), concrete operations (seven to eleven), formal operations (from 11 years on), assimilation and accommodation, from egocentric to reciprocal (piagret), diffrences make more sense than similarities, language and culture

Front 26

Three phase model of economic concept development

Back 26

pre-economic, micro-economic, macro-economic

Front 27

External influences on consumer socilaisation

Back 27

parents; school - teachers, courses; social norms; marketing an advertising

Front 28

What are the four theories of personality

Back 28

freudan psychoanalysis: ID, Ego, superegeo; Neo-freudan psychoanalysis: compliant, aggressive, detached; self theory: actual self image, ideal self image, social self image, ideal social self image; Trait theory: life data, self-repot questionaire, objective

Front 29

What are freuds development stages

Back 29

oral stage, anal stage, phallic stage

Front 30

Consumer behaviour tests based on freudan theory

Back 30

personality testes - MMPI, TAT, Rorschach ink blot test

Front 31

Brand personalty

Back 31

Create a recognisable and liked personality of a brand

Front 32

Describe levits total product concept

Back 32

generic product, expected product, augmented product, potential product

Front 33

Product life cycle

Back 33

introduction, growth, maturity, saturation, decline

Front 34

Effects of personal influence on process of innovation

Back 34

product champions - characteristics, energy, passion, idealism; opinion leaders, opinion folowers

Front 35

The three main types of innovation

Back 35

continous, dynamically continous, discontinous

Front 36

Five product characteristics that determine consumer response

Back 36

relative advantage, compatibility, complexity, trialabilty, observability(communicability)

Front 37

Types of adopters

Back 37

innovators, early adopters, early majority, late majority, laggards

Front 38

Imporatant points in diffusion

Back 38

different generations grow up with different innovations, some innovations becom widely diffused and are taken forgranted by all generations, some a re user friendly and easily adopted to, some achive market penetration due to usefulness, innovation can not be adopted at the same time by the market

Front 39

What are the types of focuses in consumer research

Back 39

Positivist: research based on consumer reaction to particular conditions; Reductionist: eliminating the influence of psychological relationship and reducing the interaction between a consumer and producer to buying and selling i.e. consumption; interpretivist: Aknolwdges the complexity in the human interaction involved in an exchange or consumption.

Front 40

What are the assumptions in a positivist approach

Back 40

all behaviour have causes and effects which ca be solely measured and studied, when faced with a problem, people assimilate all relevant information, after assessment, people make a rational decision

Front 41

What are the assumptions in a interpretivist approach

Back 41

It can not be solely causes and effects as there is not one single objective reality that everyone can agree on, Each persons experience is unique as the reality is a subjective experience, People do not always assimilate or decide rationaly, emotions paly a big role in decision making

Front 42

What is consumer behaiour

Back 42

Emotional, mental and physical activities that people do in other to select, buy, use or dispose of goods and services in order to satify needs and desires.

Front 43

What is the aim of a marketing concept

Back 43

Identification of consumer need and producing items that fullfil these needs

Front 44

Orientation change

Back 44

Fron product to consumer orientation

Front 45

Multi-sensual marketing is used to apeall to all our senses or a number of senses at a time such as

Back 45

vision, hearing, smell

Front 46

What are the common properties of senses

Back 46

Thresholds of awareness: just noticeable of difference, difference threshold and absolute threshold; sensory adaption

Front 47

Perception

Back 47

Persception is the processing of sensory information

Front 48

How we process sensory information

Back 48

focus and attention, selective perception- external factors: change - contrast, movement, repetition (mere exposure), size, intensity; Internal factors: (expects something to happen - perceptual set); perceptual distortion

Front 49

Types of perceptual cues and how we organise them (gestalt pschology)

Back 49

illusions - figure and ground, grouping, closure (zeigarnik), perceptual constancy, depth and distance, movement, subliminal perception

Front 50

Perceiving risk

Back 50

performance, financial, physical, time, social, psychological

Front 51

How we cope with risk

Back 51

information gathering, relying on brand loyalty, image of brand, image of store

Front 52

The ways of learning

Back 52

behaviourist and cognitive, modelling

Front 53

Behaviourist

Back 53

classical conditioning (pavlov) - CR, CS, US, UR, stimulus generalisation, stimulus discrimination; instrumental or operative conditioning (skinner)

Front 54

Cognitive

Back 54

knowledge (insightful learning)

Front 55

Stages of memory

Back 55

sense memory, short term, long term

Front 56

making learning meaningful

Back 56

repetition, visuals, self-referencing, mnemonics

Front 57

Buying behaviour

Back 57

ability, opportunity and motivation (need - incentive(internal and external)

Front 58

Consumer applications of maslow hierachy of needs

Back 58

physiological - food, drinks; safety - insurance; self-esteem - luxury goods; social - gifts, cards; self-actualisation - educational services

Front 59

Motivational mix

Back 59

aproach and avoidance; force of inertia; involvement; Specific needs - achievement, affiliation, power, involvement; unconscious motivation

Front 60

Antecedentsof involvement (factors that precede involvement)

Back 60

person - self-image, needs, drives, values, product - percieved differntiation, situation

Front 61

Properties of involvement

Back 61

feelings the consumer experiences and the behaviour exhibited when they are involved

Front 62

Outcomes of involvement

Back 62

passive and active

Front 63

Unconscious motivation

Back 63

Through motivational research, researchers try tofind out the unconscious motivation of consumers

Front 64

Semiotics

Back 64

meanings that symbols and signs have for people

Front 65

images of a consumer

Back 65

chooser, communicator, explorer, identity seeker, hedonist, victim, rebel, activist, citizen

Front 66

American consumerism

Back 66

before the 2nd world war, fordism and the fordist deal, after the 2nd world war - right to safety, right to be informed, right to be heard - prevention, restitution, punishment, right to choose - how much and how real, right to clean environment, right to privacy

Front 67

Changes in consumer experience from producer perspective

Back 67

customer responsiveness - from product focused to cutomer focused (japan kaizen + management by walking about (mbwa), from mass production to individual customising; business ethics - codes of ethics, changes in the board of directors to include external appointees, social marketing

Front 68

Changes in consumer experience from market place perspective

Back 68

political changes - deregulations and regulations; shopping trends and buying behaviour

Front 69

Changes in consumer experience from consumer perspective

Back 69

direct action - boycotts, organised complaints, legal action; alternative lyfestyles - green consumerism, ethical investmentexchange economy

Front 70

How people make decisions

Back 70

rationality, heuristics - representative heuristics, attitude heuristics, available heuristics

Front 71

Consumer decision process

Back 71

recognising a problem, internal and external information search (depends on risk factor), evaluating alternatives, purchase processes, post purchase evaluation

Front 72

Causes that lead to people Acting on problem recognition

Back 72

changing circumstances - finance, needs, wants, dpleted stock, disatisfaction with stock, marketing influences, product add-ons

Front 73

Types of information search

Back 73

internal search -undirected, directed, external search

Front 74

Factors that affect external search

Back 74

situational and individual factors

Front 75

Evaluation process

Back 75

criteria of evaluation, arriving at the alternatives (evoked set), assessing the alternatives, choosing a decision rule (compensatory and non compensatory decision rules - conjunctive, disjunctive, lexicographic, elimination)

Front 76

Implication of consumer decision making on marketing

Back 76

knowing decision rules, cues used by the customer to assess alternatives, presentation of appropriate information to customer

Front 77

Types of purchasing

Back 77

in-store purchasing - criteria: location, merchandising, service; at-home purchasing

Front 78

Factors that influence the consumer at the point of sale

Back 78

merchandising (planned and unplanned purchasing), (point of sale promotion, traffic patterns, price (multiple pricing)

Front 79

Post-purchase process

Back 79

consumer satisfaction or dissatisfaction

Front 80

Differences between cultures

Back 80

language, non-verbal communication, cultural values, ideals - individualisim, equality, humanitarianism, youthfulness, social conformity; actualites - materialism, progress, achivement and success, efficiency and practicality, activity, mastery of the environment

Front 81

Subcultures

Back 81

ethnicity - national origin, race

Front 82

Changes in culture

Back 82

baby boomers, scarcity of time, cocooning, health

Front 83

Charasteristics of attitudes

Back 83

cognitive - beliefs, affective - feeling, conative -intention

Front 84

Forming attitude

Back 84

classical conditioning, stimulus generalisation, stimulus discrimination, operant conditioning, cognitve learnign theory

Front 85

Sources of atttitude

Back 85

family, peers, direct experience

Front 86

Theories of attitude

Back 86

multi-attribute (fishbein)

Front 87

Changing attitudes

Back 87

mere exposure, persuasive communication, cognitive dissonance (theory of power drive to be consisitent)

Front 88

Strategies in changing attitude and marketing

Back 88

in low involvement goods, marketers use peripheral cues or influences or try and turn them to high involvement goods and towards product, attempts to change belief, evaluations, changing both