Consumer Bhevaviour Part 2

Front 1

Permission marketing

Back 1

When the person decides to allow marketing (chose to receive magazines and all). This allows weaving out of the ones not interested.

Front 2

Uses and gratification Theory

Back 2

People are goal directed and use media to satisfy needs. Emphasis that media competes with other sources to satisfy needs. Marketers are trying to mix entertainment and information to be more effective.

Hint 2

ex: undermine the self esteem and market products to fulfill needs

Front 3

M-commerce

Back 3

mobile commerce, promoting goods and services through all devices

Hint 3

• blogging moblogging is posting on the go
• podcasting: creating your own shows so that people can listen

Front 4

Levels of Interactive Response

Back 4

- First-order response: customers give feedback by deciding to buy
- Second-order response: when customers give feedback without purchasing

Front 5

Important source characteristics

Back 5

Credibility and Attractiveness

Front 6

Source Credibility

Back 6

the source’s perceived expertise
-- building credibility means making the product more relevant

Front 7

Corporate Paradox

Back 7

the more involved in dissemination the more credible (buzz, hype)

Front 8

Source Attractiveness

Back 8

the source’s perceived social value

Front 9

Halo

Back 9

when the rating is great in one dimension and it is therefore highly rated on the other dimensions

Front 10

match up hypothesis

Back 10

celebrity endorsement

Front 11

Two Factor theory

Back 11

two psychological factors are operating when exposed to an ad
-familiarity
-boredom

Front 12

One sided arguments

Back 12

provide positive only

Front 13

Two sided arguments

Back 13

provide positive and negative

Front 14

Drawing Conclusion

Back 14

making the consume think logically by themselves

Front 15

Elaboration Likelihood model:

Central route of persuasion

Back 15

when under high involvement. When the person finds it relevant he will focus on the specifics of the ad and this activates cognitive responses. this could also create counter arguments which will mae the add less effective.

Front 16

Elaboration Likelihood model:

Peripheral route

Back 16

low involvement; needs to use other cues (visual, shape, color) to capture attention

Front 17

Steps someone takes to resolve problem

Back 17

1. problem recognition
2. info search
3. evaluation
4. product choice

Front 18

Habitual Decision making

Back 18

Types of consumer decisions; low cost items, frequent purchasing, low involvement, little thought

Front 19

Extended Problem Solving

Back 19

Types of consumer decisions; straight forward decision, not too keen about info

Front 20

Limited problem solving

Back 20

Types of consumer decisions; high risk, high involvement, multiple resources

Front 21

Internal and External information search

Back 21

: internal focuses on past memories, culture and assembling of prior experience. External search is the information available to the public.

Front 22

Mental accounting

Back 22

when the purchase price affects the decision. You would want to go if you paid for it more than if you got it for free.

Front 23

Prospect theory

Back 23

utility is a function of gains and losses

Front 24

The needs that need to be fullfilled when buying a product

Back 24

• monetary - income affects this
• functional - practical consumers
• physical - health affects this
• social- social acceptance
• psychological- attractiveness to peers

Front 25

Evaluative criteria

Back 25

dimension used to judge the merits of competing options

Front 26

Determinant Attributes

Back 26

attributes used to differentiate among choices

Hint 26

1. point out significant differences amongst brands
2. supply rule:- if this than chose this brand
3. the rule should mirror past decisions of the person

Front 27

Product Signal

Back 27

Heuristics; visible aspects of product

Front 28

Market Beliefs

Back 28

Heuristics; the price-quality relationship

Front 29

Country of Origin

Back 29

Heuristics; where the product comes from

Front 30

Non compensatory rule

Back 30

if the more important aspect is not met it is completely eliminated from the list

Front 31

Lexicographic rule

Back 31

going down the attributes until one beats the other

Front 32

Elimination by aspect rule

Back 32

most important aspect is chosen

Front 33

Conjuctive rule

Back 33

processing by brands as long as they meet requirements

Front 34

Disjunctive rule

Back 34

develops acceptable standards (more relaxed)

Front 35

Compensatory Decision Rules

Back 35

more lenient on the criterias

Front 36

Consumption situation

Back 36

Situational effects on consumer behavior; when you purchase a product for specific occasions or motives

Front 37

Economic time

Back 37

Temporal Factors; consumers experience time poverty more and more; this varies from country to country

Front 38

Psychological time

Back 38

Temporal Factors; this determines how we view the time we have available and when the marketing campaigns will be receptive

Front 39

Different psycological time

Back 39

• flow time: the usual rushing and not a good time to advertise

• occasion time: monumental , ads relevant can get attention
• Deadline time: working against the clock; worst time to advertise
• leisure time: best time
• time to kill: best time

Front 40

4 dimension of time

Back 40

Social dimension
Temporal orientation
Planning orientation
Polychroinc orientation

Front 41

metaphores used to describe the people in different social dimensions

Back 41

Pressure Cooker
Map
Mirror
River
Feast

Front 42

Queuing theory

Back 42

Says that the consumer will wait only if the product is good and worth it.

Front 43

antecedent state

Back 43

tells us that the person will consume according to his/her mood prior to the purchasing

Front 44

. Hedonic shopping motives

Back 44

Social experience
Sharing of common interest
Interpersonal interaction
Instant status
Thrill of the chase

Front 45

Shopping orientation

Back 45

how people feel about shopping: are they ECONOMIC, ETHICAL or PERSONALIZED CONSUMER or APATHETIC or RECREATIONAL

Front 46

RETAIL THEMING

Back 46

• landscape themes
• marketscape
• cyberspace
• being space

Front 47

Exchange of theory

Back 47

exchanging value to give to people

Front 48

Postpurchase satisfaction

Back 48

consumer want value; theOVERALL feeling of the consumer

Front 49

Stages of customer dissatisfaction

Back 49

1. Voice their response by seeking refunds,
2. private response: boycotting the store
3. Third party response: take legal actions

Front 50

Reference groups

Back 50

a group of people someone look up to. They can be cultural and remind us of ourselves

Front 51

Normative Influence

Back 51

the reference group that helps to enforce standards and conducts

Front 52

Comparative Influence

Back 52

decision about specific brands

Front 53

Brand community

Back 53

set of consumers that share set of social relationships. They participate in brandfests and feel more highly about their products after. They even serve as missionaries for the product

Front 54

Tribal marketing

Back 54

marketing to the needs of a group of people

Front 55

Aspirational reference groups

Back 55

the idealized people/stars that resemble our ideals selves.

Front 56

Factors determining of people fit in society

Back 56

mere exposure
propinquity
group cohesiveness

Front 57

the different social power

Back 57

-Expert power
-Legitimate power
-Information power
-Referent power
-Reward power
-Coercive power

Front 58

Factors that develop conformity are

Back 58

• cultural pressure
• fear of deviance
• commitment
• group unanimity
• susceptible interpersonal influence

Front 59

Social Comparison theory

Back 59

increase the stability of oneself. People tend to chose who to compare themselves to.

Front 60

deindividuation

Back 60

People behave differently when they are around other people in certain situations

Front 61

risky shift

Back 61

As a result people tend to do things that are riskier as a group

Front 62

decision polarization

Back 62

which is the direction the group decides to in

Front 63

Social loafing

Back 63

happens when you are in a bigger group and don’t do your job as seriously.

Front 64

reactance

Back 64

People like to be different at times and resent conformity

Front 65

Opinion leaders have the power because of the following attributes!

Back 65

• competent
• knowledge and power
• socially active
• similar to consumer beliefs
• opinion leaders take more risks (innovative communicators)

Front 66

Product maven

Back 66

likes introducing new brands to friends, provide information, has knowledge on a specific field to the point where they are experts

Front 67

sociometirc method

Back 67

where you evaluate the level of influence the person has with group members