Buyer Behavior Exam 2

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intentional learning

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consumers set out of specifically learn information devoted to a certain subject

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unintentional learning

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consumers simply sense and react (or respond) to the environment

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perception

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a consumer's awareness and interpretation of reality

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exposure

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the process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses

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sensation

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consumer's immediate response to exposure

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selective exposure

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screening out most stimuli and exposing oneself to only a small portion of stimuli

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selective attention

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paying attention to only certain stimuli

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selective distortion

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the way consumers interpret information in ways that are biased by their previously held beliefs

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attention

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the purposeful allocation of information-processing capacity toward developing an understanding of some stimulus

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just noticeable difference

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represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same

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Weber's law

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the ability to detect differences between two levels of a stimulus is affected by the original intensity of the stimulus

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comprehension

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when consumers attempt to derive meaning from information they receive

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subliminal persuasion

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behavior change induced or brought about based on subliminally processing a message

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mere exposure effect

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consumers will prefer stimuli to which they have been exposed, once exposed to an object a consumer exhibits a preference for the familiar object over something unfamiliar

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mere association effect

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occurs when meaning transfers between two unrelated stimuli that a consumer gets exposed to simultaneously

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product placements

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through which promotions can impart implicit memory among consumers

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attitude

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relatively enduring overall evaluations of objects, products, services, issues, or people

can be used to study CB positivistically (descriptively) or normatively (for managers)

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attitude tracking

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extent to which a company actively monitors its customers attitudes over time

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attitude-behavior inconsistencies (how attitude predicts behavior)

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length of time between attitude measurement and overt behavior (attitudes can decay), specificity with which attitudes are measured (attitudes toward ads don't often translate into attitudes toward the brand), strong environmental pressures (including social pressures), impulse-buying situations, individual differences

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attitude components

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cognition, affect, behavior (mindless positive and negative behavioral reactions still imply disposition toward a product)

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high involvement ABC

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cognition, affect, behavior

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low involvement ABC

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cognition, behavior, affect

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experiential

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affect, behavior, cognition

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behavioral influence

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behavioral, cognition, affect

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persuasive techniques

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ATO approach, behavioral influence approach, changing schema-based affect, elaboration likelihood model, balance theory approach, social judgement theory approach

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functional theory of "attitudes"

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products perform four functions: utilitarian function (reward max; punish min), knowledge function (clarity in decision-making), value-expression function (of self; values; personality), ego-defensive function (symbolic self completion)

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ATO model- Fishbein model

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proposes that three key elements be assessed to understand and predict consumer behavior: consumer beliefs about salient attributes, strength of the consumer belief, evaluation of the attribute

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implications of the ATO approach

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changing beliefs (importance of trust), attitude research should be performed on entire market (know your competition), add beliefs about new attributes, reorder/reweight beliefs, important for managers to know if consumers believe that complexes offer relevant attributes

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behavioral influence approach

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directly changing behaviors without first attempting to change either beliefs or feelings (BAC or BCA), behavior change can precede belief and attitude change (behavioral conditioning and other sub-conscious approaches), requires repetition

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changing schema-based affect

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schema-based affect refers to the idea that schemas contain affective and emotional meanings, if the affect found in a schema can be changed, then the attitude toward a brand or product will change as well

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message appeal

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appeals impact the persuasiveness of an advertisement: sex appeals, humor appeals, fear appeals

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message construction

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the way a message is constructed impacts its persuasiveness, with comparative strategy, placement of information, the serial position effects (primary, recency effect), and message complexity

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source effects

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credibility (expertise, trustworthiness), attractiveness, likeability, meaningfulness (match-up hypothesis- source feature is most effective when matched with relevant products)

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motivation

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the inner reasons or driving forces behind human action as consumers are driven to address real needs, oriented toward homeostasis and self-improvement

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regulatory focus theory

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consumers orient their behavior either through a prevention or promotion focus

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prevention focus

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orients consumers toward avoiding negative consequences

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promotion focus

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orients customers toward the pursuit of their aspirations or ideals

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utilitarian motivation

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a drive to acquire products that consumers can use to accomplish things

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hedonic motivation

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a drive to experience something personally gratifying

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consumer involvement

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the degree of personal relevance a consumer finds in pursuing value from a given consumption act, types includes product, shopping, situational, enduring, and emotional

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psychobiological reactions to appraisals

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psychobiological: they involve psychological processing and physical responses

visceral response: certain feeling states are tied to behavior in a very direct way

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cognitive appraisal theory

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describes how specific types of thoughts can serve as a basis for specific emotions, includes anticipation, agency, equity, outcomes

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mood

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a transient (temporary and changing) and general affective state (mood-congruent judgments: the value of a target is influenced in a consistent way by one's mood

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affect

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the feelings a consumer has about a particular product or activity

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autonomic measures

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automatically record visceral reactions or neurological brain activity

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self-report measures

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less obtrusive than biological measures because they don't involve physical contraptions like MRI machines or lie detectors

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semantic writing

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consumers link concepts for memory retrieval, the active process and storage of knowledge is influenced by emotions, when marketing presents a product that evokes emotions consumer recall is likely to increase

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mood-congruent recall

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events are associated with moods, when a mood can be controlled by marketing consumers evaluations of a product can be influenced

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nostalgia

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consumers can make purchases based on nostalgic feelings brought up about the past by the product

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aesthetic labor

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to generate a specific emotional reaction from consumers, employees carefully manage their personal appearance

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self-conscious emotions

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specific emotions that result from some evaluation or reflection of one's own behavior (includes pride, shame, guilt, and embarrassment)

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multidimensional scaling

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represent relationships between multiple data points (brands) in smallest dimensional space possible, variables must be distance or inverted similarities (key output: the perceptual map), based upon a comparison of objects and transforms consumer judgments in multidimensional space

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factor analysis

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used to group variables into a smaller and more manageable subset, variables often from likert-type questions (key output: the rotated component matrix, which turns questionnaire items in to factors that represent how consumers really think about the product's attributes)

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input for MDS

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input must be a symmetric matrix derived from either 1.) rate all pair combinations of brands/choices from "very similar" or "very dissimilar" on 1-7 scale or 2.) which of the three is the least similar (add up pairs and invert all data)

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grouping variables in factor analysis

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involves searching for groups of variables that generate similar scores or correlated scores

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exploratory grouping techniques (exploratory factor analysis)

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conducted when groups have not been specified a priori... designed to identify potential groups and uncover groups of variables that correlate highly with one another; indicates the extent to which each variable belongs to a particular larger group

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orthogonal rotation

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outcome is simpler to utilize and interpret, not ideal when the factors probably correlate, varimax is most popular variety

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oblique rotation

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outcome is less interpretable, can be used when the factors probably correlate, most people try a variety of approaches

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eigenvalue

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roughly represents the importance of a factor, concerns the size of the corresponding loadings