Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
46 Cards in this Set
- Front
- Back
|
Consumer Behavior |
Entails all consumer activities associated with the purchase, use, & disposal of goods and services, including the consumer's emotional, mental, and behavioral responses that precede, determine, or follow these activities. *Improve Business Performance *Influence Public Policy *Help consumers make better decisions |
|
|
Consumer Behavior |
Draws on psychology, sociology, anthropology, economics, history, & statistics Motivation Research: In-depth interviews to determine a person's hidden or unconscious motivations. Behavioral Science: Based on studies, numbers, science. Quantitative Research Methods, scientific method. Interpretivism: Focus on the consumer's experience with the service. See behavior from new perspectives. |
|
|
Types of Research |
Basic- Examines general relationships Applied- Examines specific contexts of interest to marketers and is more common than basic Quantitative- Mathematically model relationships in data Qualitative- Method to understand the richness of a topic |
|
|
Secondary Data |
Already exists, "Big Data" like Twitter or Facebook scraping |
|
|
Primary Data |
Observation: Record behavior with or without the consumer knowing Example: Toy store having "playtime" and observing the children as they play to find out what they enjoyed playing with and what they didn't like as much. |
|
|
Primary Data 2 |
Direct Questioning Experiments: Manipulative variables in a controlled environment to determine their relationship to one another. Projective Techniques: "If UHCL were a car, it would be..." |
|
|
Market Segmentation |
The process of dividing the large and diverse mass market into subsets of consumers who share common needs, characteristics, or behaviors and then targeting one or more of those groups with a distinct marketing mix. Helps companies to efficiently focus resources by avoiding areas where they won't satisfy well. |
|
|
Target Market |
The segment toward which a firm's marketing efforts are directed. |
|
|
Positioning |
Differentiates a product from competitor's and explains how it satisfies consumer's needs. *Divide and Conquer Strategy *Price, Product, Place, Promotion *Things to consider- Total market value, Competitive Dynamics, Can you reach the customer? |
|
|
Cannibalization |
One brand "eats" or takes share from another product also produced by the same company. Ex) Old Navy, Gap |
|
|
Bases of Segmentation |
Demographic: Age, Gender, Income, Education, Occupation, Marital Status, Family Life Cycle, Ethnicity Geographic: Based on physical location of consumers Geo-Demographic- "Birds of a feather", zip code Psychographic- Why consumers buy rather than "Who" buys what. Attitudes, beliefs, personality, interests Behavioral- Product benefits, usage rate & occasion, user status, loyalty Social Class- "community esteem", people in the same social classes tend to share lifestyle preferences, socialize with one another, share purchase behaviors |
|
|
Income vs. Social Class |
Social class is better than income for predicting low dollar consumption based on status & lifestyle (beer, shampoo, cosmetics) Income is better at predicting high dollar items (tires, computers) Social Class & Income- cars, homes, high dollar items that signal status |
|
|
Diffusion of Innovations |
The rate a new product spreads or is adopted across the marketplace Influenced by: Relative advantage of new product Compatibility with consumer's lifestyles Perceived risk Ease of trial New consumers are not free! |
|
|
Product Life Cycle |
Introduction: Create awareness and induce trial Promote & advertise heavily Growth: Build share, stimulate word of mouth Target new market segments Maturity: Control costs Increase production process efficiency Monitor competition Decline: Harvest or Rejuvinate |
|
|
Perception |
Process of retrieving, selecting, & interpreting environmental stimuli with the 5 senses 3,000 Ad Messages/day Sensory Exposure Sight, Smell Sound, Taste Touch |
|
|
Attention & Comprehension |
Attention: Focusing on one environmental stimuli while potentially ignoring the others Comprehension: Understanding new information by relating it to information already stored in your memory |
|
|
Mere Exposure Effect |
Consumers prefer familiar products to unfamiliar products Why it is important to get the consumer's attention and be memorable! Ex) Novel foods (sushi), Beverages (martinis), Music (new song on the radio) Repetition is key! |
|
|
Absolute Threshold |
The minimum level of stimuli needed to experience sensation. Difficult to read fonts increase recall Ex) Chik-fil-a "Eat Mor Chikin" billboard |
|
|
Just Noticeable Difference |
The incremental change required to detect a difference between two similar stimuli |
|
|
Weber's Law |
The ability to sense change in a stimulus depends on the strength of the original stimulus. Ex) products need to be marked down 20% for consumers to notice the change $1.00 item is now $.80 so the $10.00 item needs to be marked down to $8.00 in order for the customer to appreciate the discount |
|
|
Salient Stimuli |
Draw consumer's attention involuntarily by being different on purpose Ex) Pringles chips are in a tall cylindrical can and look different from all others Salience depends on context Ex) fancy sports car may not stand out on Hollywood Blvd Grabs attention of all of the people, some of the time |
|
|
Vivid Stimuli |
Draw attention involuntarily across all contexts *Emotionally interesting *Concrete or imagery provoking *Proximate in a sensory, temporal, or social way Grabs attention of some of the people, all of the time |
|
|
Classical Conditioning |
Pavlovian Conditioning (Ivan Pavlov) *The stimulus precedes the response Unconditioned Stimulus----Unconditioned Response Conditioned Stimulus----Conditioned Response Ex) Ringing the bell before feeding the dogs |
|
|
Forward Conditioning |
Most Effective Brand (conditioned stimulus) ----Attractive Endorser (unconditioned stimulus) |
|
|
Backward Conditioning |
Less Effective Attractive Endorser -----Brand Some endorsers are used for many different products so if they are the main focus of the advertisement before the brand is ever mentioned, the consumer may get confused about what the advertisement is for and pay less attention |
|
|
Pre-exposure Effect |
An unconditioned stimuli previously encountered without pairing will not be effectively linked to a conditioned stimulus |
|
|
Operant Conditioning |
Instrumental Conditioning The stimulus follows the response Positive Reinforcement: the presence of a positive stimulus Negative Reinforcement: removal of a negative stimulus, NOT punishment Ex) pain killers |
|
|
Comprehension |
Requires relating new information to old information stored in memory As comprehension increases, memory performance improves |
|
|
Seven Sins of Memory |
|
|
|
Transience |
Forgetting over timeRecently processed information is more accessible or easy to retrieveUse it or lose it |
|
|
Absent Mindedness |
Forgetting as a result of shallow or superficial processing during encoding or retrieval Encoding-attention, comprehension, and transference of info from short to long-term memory Retrieval-transference of information from long to short-term memory |
|
|
Blocking |
Retrieval failure due to interference from related info stored in memory Tip-of-the-tongue effect |
|
|
Associative Intereference |
New associations increase the complexity of consumers' associative networks These new associations compete with and block old associations |
|
|
Misatribution (not masturbation hahaha) |
Source Confusion- remembering a fact and forgetting the source Feelings of familiarity- confusing feelings of familiarity with fame, confidence, liking, and truth False memories- the tendency to remember items or events that never happened |
|
|
Suggestibility |
Misleading questions andsuggestions can lead to memory distortion Howfast was the car going when it smashedinto the other car? vs Howfast was the car going when it bumpedinto the other car? |
|
|
Bias |
Ambiguous product experiences are open to multiple interpretations Priorbeliefs can bias current beliefs and experiences. Currentbeliefs can bias memory for prior beliefs. |
|
|
Persistance |
Not forgetting the things we want to forget Earworm or "stuck song syndrome" |
|
|
_____ is the process of dividing the large and diverse market into subsets of consumers who share common needs, characteristics, or behaviors |
Market Segmentation |
|
|
The four elements of the marketing mix are |
Place, Product, Price, Promotion |
|
|
Consumers cannot attend to all stimuli to which they are exposed, primarily because _________ is limited. |
Cognitive Capacity |
|
|
The bare minimum level or amount of stimulus needed for an individual to experience sensation is called what? |
Absolute Threshold |
|
|
Donating your clothes to The Salvation Army is classified as: |
A disposal activity |
|
|
What level of physical arousal is best for attention intensity or a person's ability to attend to information? |
Moderate |
|
|
Which of the following is an example of negative correlation? |
As advertising increases, sales decrease |
|
|
Which of the following variables contribute to social class? |
Income |
|
|
______ is a learning theory centered on creating associations between meaningful objects or ideas (stimuli) to elicit the desired responses. |
Classical Conditioning |
