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80 Cards in this Set
- Front
- Back
consumer behavior |
this is about what we buying and why we are doing this, how we are doing this |
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salesperson? + 2 examples |
he provides you with a reason to buy 1. T-Ford car: they provided the people with a new market 2. H&S: they created the thought that having dandruff is a bad thing --> they created this new market |
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psychographics |
aspects of a person's lifestyle and personality |
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consumption communities |
online platforms were people discuss products/brands and give their opinions. these platforms are usually more powerful than the content from commercials/ads |
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consumer decision making / 5 |
1. problem recognition 2. information search 3. evaluation of alternatives 4. product choice 5. outcomes |
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consumer decision making: problem recognition |
this occurs when the consumers experiences a difference between the actualand desired state. 2. opportunity recognition: desired state moves upward --> wanting a new car |
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consumer decision making: information search |
you are searching for information to reduce risks. 2. accidental vs deliberate (acc= passive manner e.g. ads, del= with previous knowledge e.g. birthday cake) 3. ongoing vs prepurchase (ong= staying up to date, pre= you recognize a need) |
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sensory specific satiety |
when you have a taste for a long time eventually you will get fed up with and you will change the taste |
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consumer decision making: evaluation of alternatives + 2 types categorizations |
this is about selecting among categories 1. evoked set: products which are in your memory 2. consideration set: products which you consider for purchasing |
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consumer decision making: product choice |
selecting among alternatives |
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heuristic |
a mental shortcut which makes life more easy |
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3 types consumer decisions |
1. habitual: things you buy everyday e.g. bread 2. limited: things you buy on occasion e.g. clothes 3. extended: things you will only buy 1/2 times e.g. car or a house |
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experiment: dijksterhuis (2006) |
the deliberation without attention effect - cars with several positive/negative aspects - two groups of people with choosing/thinking - outcomes: simple decisions-conscious thinking and hard decisions-unconscious thinking |
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consumer hyperchoice |
having too many options so you have noooooo idea what to do: PANIEK |
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motivation |
this is about needing something, an inner state of tension for pursuing a goal |
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4 types of needs |
1. biogenic needs: to maintain life, water 2. hedonic needs: this is about fantasies, luxury brands 3. psychogenic needs: this is what you need for yourself, cultural bound: need of power 4. utilitarian needs: practical need, gas for you car |
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Thematic Apperception Technique |
for classifying human needs. used by psychopaths: showing ambiguous pictures and asking several questions |
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specific needs and their ramifications for behavior / 4 needs |
1. need for affiliation 2. need for power 3. need for uniqueness 4. need for achievement |
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Maslow's hierarchy of needs |
this is for understanding the personal growth of an individual. - the pyramid consists of biogenic and psychogenic needs - criticism: it is too cultural/western bound + it evaluates the individual above the group? |
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3 consumer goals |
1. approach approach 2. approach avoidance 3. avoidance avoidance |
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3 consumer goals: approach approach - marketers |
you need to choose between 2 desirable things - cognitive dissonance can occur: you can only choose one thing out of many so you will lose the good aspects of the thing you didnt choose --> you will make up excuses for your choice - marketers: make a combination of two things: red band duo drop |
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3 consumer goals: approach avoidance - marketers |
you are desiring and avoiding a goal at the same time - marketers: zero sugar, less calories etc |
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3 consumer goals: avoidance avoidance |
you have to choose between two undesirable things |
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consumer involvement |
perceived personal relevance/interest in an object |
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3 antecedents for involvement |
1. personal: relates to me? do i need this? why do i buy this? interest in the product? 2. product: price? compared to other products? source of communication? 3. situational: related to purchase and use |
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elaboration likelihood model |
there are two ways for attitude change: 1. central route: you are thinking consciously, about arguments etc 2. peripheral route: you are thinking unconsciously, your decision is based on colors/sounds e.g. |
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perception + 3 stages |
1. exposure 2. attention 3. interpretation |
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exposure: when does this occur? |
when a stimulus comes within the range of someone's sensory receptors |
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threshold |
the lowest intensity of a stimulus our brains can register on a sensory channel |
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threshold: 2 types |
1. absolute threshold: the minimum amount of stimuli that is needed to detect a stimulus 2. differential threshold: the ability to detect changes between two stimuli |
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j.n.d. |
just noticeable difference: the minimum difference that can be detected |
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weber's law |
delta i = K * I - delta i = min change to produce j.n.d. K = % the change I = where the change occurs $ |
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subliminal perception |
this is below the absolute threshold; unconsciously |
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interpretation |
the meaning that we assign to sensory stimuli that caught our attention |
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closure |
people tend to see an incomplete picture as a complete picture --> Land Rover ad |
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learning |
experience results in behavior change |
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3 types of learning |
1. classical conditioning 2. cognitive learning 3. operant conditioning |
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3 types of learning: classical conditioning |
- learning between 2 happening - UCS, UCR, CS, CR - sexual appeals are usually classical conditioning - marketing problem: similar products lift on your succes |
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family branding |
positive aspect of your own succes |
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3 types of learning: operant conditioning - 3 types of reinforcements |
- learning between happening and consequence - 3 types of reinforcements: 1. positive: strengthened by reward 2. negative: strengthened when a negative outcome is avoided 3. punishment: response is followed by unpleasant events |
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extinction |
dissappearance of response due to lack of reinforcement |
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4 reinforcement schedules |
Ratio: respondents Interval: time 1. fixed ratio: nth respondents $100 2. variable ratio: slot machines 3. fixed interval: every nth time interval eating pancakes 4. variable interval: secret shoppers, you dont know when they come |
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3 types of learning: cognitive learning |
- this is about role modelling - 3 types: 1. iconic rote learning: association of two concepts in the absence of conditioning, Apple 2. reasoning: with former knowledge, black pepper 3. vicarious learning: watching what others do and their outcomes |
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3 memory systems |
1. sensory memory 2. short term memory --> chunking 3. long term memory |
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long term memory / 2 types of storage |
1. declarative / explicit: capital of the netherlands 2. procedural / implicit: riding a bike |
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enhancing storage / 4 |
1. chunking 2. rehearsal 3. elaboration 4. recirculation |
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enhancing storage / rehearsal |
making an attempt to remember things |
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enhancing storage / elaboration |
when marketers make you think twice about something |
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enhancing storage / recirculation |
rather unconsciously rehearsing something, because you just heard something soooo many time like the Nokia ringtone |
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enhancing retrieval / 7 |
1. visual 2. emotional 3. unusual 4. prior familiarity 5. pioneering brand 6. descriptive brands 7. state dependent retrieval |
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attitude |
an evaluation about an attitude object which you like or dislike |
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strong versus weak attitude |
- strong: guiding in behavior, high involvement, commitment, important to the self-concept, plays a role in decision making - weak: not really guiding in behavior, low involvement, not important blablabla |
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ambivalence |
when you see two sides of the story: it is not that you do not care you just dont know like the death penalty - can be a weak attitude but doesnt necessarily needs to be |
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implicit versus explicit attitudes - danger of explicit - how to measure both |
- implicit: more unconsciously, measuring for instance in the brains with a computer task and your reaction time - explicit: you think about this and can explain this. you can measure this with interviews/questionnaires --> danger is socially desirable answers |
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multiattribute attitude model |
our attitude toward an attitude object depends on our beliefs about several of its attributes |
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fishbein model of belief / formula |
A = B * i - A: attitude B (should be ringel S): belief i: importantance weight |
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tripartite model of attitudes - 4 parts + example |
1. cognition: beliefs --> exercising is healthy 2. behavior: past and future activity --> i work out twice a week 3. attitude: overall evaluation --> exercising is good 4. affect: emotions/feelings --> i feel good after exercising |
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inter- and intra- attitudinal structure |
inter: your attitude is related to other attitudes intra: attitude is made up of beliefs, influenced by values |
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experiment LaPierre (1934) |
even though people say attitude influences behavior, he did not found evidence for this |
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theory of planned behavior - 4 aspects |
attitude does not only influence behavior, but also: 1. control: the perceived control we have 2. norms: what other people think about it 3. intention: motivational factors that influence behavior |
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what guides: weak & strong attitudes |
weak: first behavior strong: first attitude |
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balance theory - 3 components - unbalanced vs balanced - what does marketing do? |
1. person 2. attitude object 3. another person who uses 2 - unbalanced: 1 or 3 - it should def be balanced otherwise there is an inner state of tension - marketing uses celebrities |
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to change an attitude / 3 |
1. add a new important attribute --> Yale = cheap 2. change the importance of an existing attribute --> library facilities are important 3. compare brands and state that yours is the best |
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what better to change: attitudes or beliefs? |
beliefs: attitudes are usually linked to a person's self-concept |
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social judgment theory - what does it say - 3 latitudes + effects |
- individuals do not only accept messages that are similar to their own; they are willing to look at messages that are slightly different 1. latitude of acceptance --> assimilation effect 2. latitude of rejection --> contrast effect 3. latitude of non-commitment - so if you want people to change their attitudes you should give them an argument which falls into their latitude of non-commitment |
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heuristic systematic model - which other model? - 2 routes to persuasion |
- similar to ELM only different names 1. systematic information processing / central ELM: you are evaluating the quality and amount of arguments 2. heuristic information processing / peripheral ELM: rather unconsciously, like visuals or audio cues which help you by deciding |
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Humorous appeals: positive effects / 3 |
1. attracts intention 2. message will be accepted easier/earlier 3. puts people in a good mood |
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Humorous appeals: negative effects / 2 |
1. reduced message comprehension 2. faster ad wear-out |
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Humorous appeals: only effective when / 4 |
1. product already exists 2. humorous material does not overwhelm the message 3. humorous material appropiate for the products' image 4. low product involvement |
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2 persuasive marketing paradigms |
1. implementation intention 2. anticipated regret |
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2 persuasive marketing paradigms: implementation intention |
- linking if & when --> situation and action
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2 persuasive marketing paradigms: anticipated regret |
increasing the awareness of the consequence of the behavior |
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2 negative influences consumer behavior |
1. addictive consumption 2. compulsive consumption |
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deception / 3 types |
deception: false objective claim 1. misrepresentation one's own offerings 2. incorrect statement/promise 3. create unintended warranties |
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self-concept / 4 attributes |
1. content: looks + mental aptitude 2. positivity: self-esteem 3. intensity and stability over time 4. accuracy |
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impression management |
has to do with the self-concept and how others perceive us. we are dressing ourselves for instance to impress others --> we care about what others think of us |
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symbolic interactionism |
relationships with other people plays a big part in forming the self |
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extended self - 4 levels |
external objects which we consider a part of us 1. individual, clothes jewelry 2. family: house furnishing 3. community: where you come from 4. group: monuments sport teams |
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sexual gender roles in society / 2 goals |
1. agentic goals: should be performed by males 2. communual goals: should be performed by females |
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gender-beding products |
for instance Harley Davidson using females to set a record, so using the opposite gender of the product |