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97 Cards in this Set

  • Front
  • Back
consumer behavior definition
reflects thte totality of consumers' decisions with respect to the acquisition, consumption, and dispotion of gods, services, activities, and ideas by (human) decision-making units
4 domains of consumer behavior
1. psychological core
2. process of making decisions
3. consumer's cutlure
4. consumer bheavior outcomes

having (MAO)-motivation, ability, opportunity
consumer behavior invovles more than just buying
-acquiring
-using
-dispoing
-dynamic process
-can involve many peopel
-invovles many decisions
process of making decisions-
-prob recogitionand search for info
-making judbments and deciison
-making post-decision eval.
psychological core
-exposure, attnetion, perception
-categorizing/comprehending info
-forming and changing attitudes
-forming and retrieving memories
culture/ consumer behiavior outcomes
-external processes-regaional and ethnic influences
-
motiviation
"an inner state of arousal" with aroulsed energy directed to achieving a goal.
-one outcome of motivation is goal-relevent behavior
motivated reasonign
process info in a way that allows them to reach a particular conclusion they want to reach
felt invovlement
refers to psychological experience of the motivated consumer. it can be
=enduring
-situational
-cognitive
-affective
enduring invovlement
exists when we show interst in an offering or activity over a long period of time
cognitive invovlements
consumer is intersted in thinking about and processing info related to his or her goal
affective invovlement
consumer willign to expend emotioanl energy in or has heigthened feelings about an offering or activity
objects of invovlement
-product catgeories
-brands (Brand loyalty)
-ads
-medium
-decisions and behaviors (response invovlement)
-
what affects motivation
-personal relevance (extenet to which it has a direct bearing on and significat consequences or implications for your life)
-self-cocnept (view of yourself)
values
beliefs that guuide what peopel regard as impo. or good
goals
particular end state or outcome that a person would like to achieve
social needs
externally directed and relate to toher individuals
nonsocial needs
notb based on other people--sleep, novelty, control, etc. only invovle ourselves
functional needs
eithe rsocial/non--solve consumption-related--> side airbags
symbolic need
affect how we perceive oursleves and how we are perceied by others. (achievement, independence)
hedonic needs
sensory pleasure
needs for cognition and stimulation
mental stimulation
chararcteristscs of needs
-dynamic, hiearchy, internally/externarlly arounsed, conflict
approach-avoidance conflict
if a need satisfies some needs and fails others--whether to smoke cigarettes
approach-approach conflicts
when someone must choose b/t two or more equally desireable options taht fulfill diff. needs
avoidance-avoidance conflict
when choose b/t 2 equally undesirables options
ability
defined as the extent to whcih consumers have the necessary resources to make the outcome happen
cognitive style
preferences for ways info should be presented
cognitive complexity
more likely to engage in complicated processing of info from mkting communhcations, accepting new and/or contradictory info
what affects motivation
-personal relevance
-values, goals, needs
-perceived risk
-inconsistency with attitudes
prob recognition
perceived difference b/t an ideal and actual state
what kind of info is retreived from internal search
-brands
-attributes
-evaluations
-experiences
prototypicality
-more eaisly recall brands that are closet to the prototype or that most resemble other category members.
attribute determinance
both being salient (prominent) and diagnostic
confirmation bias
refers to our tendency to recall info that reinforces or confirms our overall beliefs rhat thrn contradicting them, thereyb makign our judgement or decision more positive than it shoudl be
inhibition
all varibales that influece recall of certain attributes can lead to inhibition of recall for other diagnoistci attributes
two types of external search
prepurchase search-coccurs in response to the activiation of prob. recognition
-ongoing search-occurs on a regular and icontiuned basis-when prob. recongion isn't activitaed
5 key aspects of external search process
1. source of information
2. extent of external search
3. content of the external search
4. search typologies
5. proces or order of search
6 factors increase motivation to conduct external search
-invovlement and perceived risk
-perceived costs and benefits
-nature of consideration set
-relative brand uncertainty
-attitudes toward search
-the level of discrepancyh of new info
situational factors that affect search process
-amt. of info
-info foramat
-time available
-number of tiems being chosen
recall of attributes
-accessibility or availabitily-how long it takes to come up with info
-diagnosticity-how useful
-salience-important?
-vivideness-memorable or not
-goals-attribute matches goals
judgement
evaluations/oestiamtes regarind likeilihood of events
deciison making
invovles making a selection b/t option or activities
self-postivity bais
when consumers believe they are less vulnerable to a risk than others are, they have self-positivity bias--AIDS-less likely to get it
negativity bais
consuemrs weight negative info more heavily than positive info when forming judmgements
prior brand eval
when consumers judge a brand to be good based on past exposure, they may bsubsequently fail to learn (and view as important ) information about the brand's attributes that are diagnostic of its actual quality
conjuntive probabilty assessment
when consuemrs estimate the likelihood that two events will occur simultatneously or that two attributes are related
illusory correlation
consumers are not adept at making conjuntive probabily judgements, and they think a relationship exists when it doesnt. --more likely to occur when info is ambiguous
inept set
considerationset with brands that are unacceptable. (inert set)
cognitive models
descirbe the processes by whcih consumers combine info about attirubtes to reach a decision in a rational systematic manner
compensatory models
consumers choose the brand that has the greatest number of positive features relative to negative.
=negative attribute must be compensated for
noncompensatory models
negative ino leads the consume rto imediately reject the brand or service form the consideration set
brand vs. attribute models
-brand processing-evaluate on one brand at a time
-attribute processing-compare across brands, one attribute at a time
additive differnce model
brands are compared by attribute, 2 brands at a time
-consumers evaluate differences b/t brands on each attribute and than combine them into an overall preference
-allows tradeoffs
noncompensatory brand processing models
use key attributs to eavaluate brands-eliminate those not adequate
-set up cut off levels
conjunctive model
set up minimum cutoffs for each attribute that rep. the absolute lowest value they are willing to accept
-only acceptable on ALL attributes
dijunctive model
-consumer sets up acceptable levels for the cutoffs-levels that ar emore desirable
-consumer bases evaulations on several of the most impo.
-usualy end up with more than one brand
attributes, rather than on alll, putting the weight on positive info.
-pass min. on any one attribute
lexicographic model
consuemrs order attributes in terms of importance-compare the otpins one attribute at a time.
-keep going until one brand wins.
elimiatnion-by-aspects model
similar to lexicographic, but incorporates the notion of an acceptalbe cutoff.
-not as strict.
-usually selecting just oen brand
-useful for makign final selection
-more effor than dis/conjunctive
affective decision making
make decision b/c it feels right
noncomparable decisions
adtop either an alt. -based strategy or an attribute-based strategy
alt. based strategy
top-down processing

-develop an overall eval. of each option-perahps using a compensatory or affective strategy and base their decision on it
attribute-based strategy
consumers make comparisons easier for themselves by forming abstract represtnations of comparable attributes
when alt. are less comparable, consumers use
alt-based strat b/c harder to make attribute abstractions
contextual effects on decision making
-consumer characteristics
-task characteristics
-task defintion or framing
-presence of a group
attraction effect
occurs b/c the infrior brands increas attractiveness of the dominant brand, making the deicision easier
extremeness aversion
options perceived as extreme on particular attribute they will avoid
decision framing
the way in which task is defined/rep.
-serves as intial reference point or anchor in teh diecision process
when making decision, attempts to balance both
individual and individual-gropu goals.
-self-presentation
-minimizing regret
-info gathering
inept set/ inert
inept-unacceptable otpions
inert-consumer is indifferent to
rep. heruistic
make simple estimations to make comparisons to the category prototype
availabitly heuristic
can be influenced by the easy with which instances of an event can be brought to mind
base-rate info
how often the vent really cocurs-in foavr of info that is more vivd or accessible
law of small numbers
peopel expect info botained from a small sample to be typical of the larger pop.
satisfice
find a brand that simply satisifes their needs, may not be best but is good enough
choice tactics for quick, effortless decision making
-price, affect (i like it), performance, habit, brand-loyalty, variety seeking
operant conditiong
behavior as function of pervious actions and of the reinforcements or punishments obtained from these actions
normative chocie tacts
-direct influence-other manipulate us
-vicarious observation-we observe others to guide our bhavior
-indirect influence-in which we are concered about the opinions of others
optimal stimulation level
internal ideal level of stimulation
sensationseekers
more likely to engage in variety seeking, first to try new and trendy products
vicarious exploration
when consumers collect info about a product, either from reading or talkign with others, or putting themslves in stimulatin shopping enviornemtns
passive learning
as a consequnce-not b/c of go out and learn
post-decision dissonance
most liekly to occur when more than one alt. is attractive and the decision is impt
post-decision regret
occurs when consumers preceive an unfavorable comparison b/t the performance of the chosen option and the perofrmance of the unchosen options
exposure to evidence
to etither confirm or disprove this huypothesis
encoding the evidence
whethere or not it is in fact good
integrate the evidnce
with her exisitn knowledge/ beliefs
when consumers have difficulty determing products quality
tend to suport their hypotheses with info from advertisin or word of mouth
when motivation to learn is high, 3 strategies for top dog.
3. for underdog
-1. top dog reinforce brand
=2. encourage to get more info(block exposure to evidence)
-3. explainign the experience-why brand is satisfying
Under dog
1. do comparisons b/t them and market leader
2. disrupt agenday by employing advertising to create expectations as well as promotions such as sampling to provide experience
3. give them good experience
disconfirmation
occurs when there is a discrepancy (+ or -) b/t prior eexpectations and the prodcuts's actual performance
expectations
desire product/service otucomes and include "pre-consumption beliefs about overall perforamnce, or levels or attributes possessed by a product (service).
perforamcne
measures whether these expected otucomes have been achieved
positive, simple, negative disconfirmation
-better than expected performance, on par, etc.
attrubituion theory-3 key things
explain how individuals find explaitons or cuases for effects or behavior.
1. stability (cause of event temp. or permanent)
2. focus-consuemr or market related
3. controllability-event under customer or marketer control?
equity tyeory
nature of exhanges b/t individuals and their perceptions of these exhanges
complainter types-passives, voicers, irates, activists
-passives-least likely to complain
-voicers-likely to complain directly to retailer
-irates-negative word of mouth/ gov't
-activists-all types of complaing--hevaily
how to retain customers
-1. care about customers
-2. remember customers b/t sales
-3. build trusting relationships
-4. montior the service-delivery process
-5. provide extra effort