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82 Cards in this Set
- Front
- Back
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Attitude
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A lasting, general evaluation of people (including oneself), objects, advertisements, or issues. It's lasting because it tends to endure over time. It applies to more than a momentary event, such as hearing a loud noise, though you might, over time, develop a negativity toward all loud noises.
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Attitude Object
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Anything toward which one has an attitude. This means it is a general evaluation of people (including one self), objects, advertisement, products, brands, companies, or any other issue.
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Functional attitudes theory
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This theory explains attitudes by positing that all attitudes serve some number of functions. IE. we don't believe things because they are true, but because believing them is useful to us. Of course, true beliefs are likely to be more useful than false beliefs. But according to this theory, function trumps truth.
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Utilitarian function
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A function that allows one to make sense of the world and interact with it in useful ways that get us what we want.
We develop some attitudes toward products simply because they provide pleasure or pain. If a person likes the taste of the cheeseburger, that person will develop a positive attitude toward cheeseburgers. |
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Value expressive function
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A function that helps one solidify and express values which are important to oneself.
Relate to the consumer's central values or self-concept. A person performs a product attitude in this case because of what the product says about him as a person. Also are highly relevant to the psychographic analyses, which consider how consumers cultivate a cluster of activities, interests, and opinions to express a particular social identity. |
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Ego-defensive function
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Attitudes we form to protect ourselves either from external threats or internal feelings. An early marketing study showed that housewives in the 1950s resisted the use of instant coffee because it threatened their conception of themselves as capable homemakers. Another example is the deodorant campaigns that stress the dire, embarrassing consequences when you're caught with underarm odor in public.
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Knowledge function
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Applies when a person is in an ambiguous situation or she confronts a new product. It's okay to wear casual pants to work, but only on Friday. Bayer wants you to know about pain relievers.
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Affect
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Describes how a consumer feels about an attitude object
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Behavior
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Refers to a consumer's intentions to take action about the object.
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Cognition
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Is what the consumer believes to be true about the attitude object
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ABC Model of attitudes
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Affect: Describes how a consumer feels about an attitude object
Behavior: Refers to a consumer's intentions to take action about the object. Cognition: Is what the consumer believes to be true about the attitude object |
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Balance Theory
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Considers how a person perceives relations among different attitude objects, and how he alters his attitude so that these remain consistent work balance. This perspective involves relations (always from the perceiver's subjective point of view) among three elements, so we call the resulting attitude structures triads. This perspective involves relations among three elements, so we called the resulting attitude structures triads. Each triad contains 1. a person's perceptions of 2. an attitude object and 3. some other person or object.
Scenario Alex would like to date Elliott, who is in her consumer behavior class. In _________ terms, Alex has a positive sentiment relation with Elliot. One day, Elliot shows up in class wearing earring. Elliot has a positive unit relation with the earring. Alex is turned off by men who wear earrings. She has a negative sentiment relation with men's earrings. |
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Halo effect
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A phenomenon that occurs when people react to other similar stimuli in much the same way they responded to the original stimulus
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Internalization
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A high level of involvement, deep-seated attitudes become part of our value system. These attitudes are very difficult to change because they are so important to us.
The infamous Coke debacle of the 1980s illustrates what can happen when a marketer messes with strongly held attitudes. In this case Coca-Cola decided to change its flavor formula to meet the needs of younger consumers who often preferred a sweeter taste. The company conducted rigorous blind taste test that showed people didn't know what brands they were drinking preferred the flavor of the new formula. Much too it's surprise when coke hit the shelves the company based a consumer revolt as a diehard Coke fans protested. This allegiance to coke was obviously more than a minor taste preference for these people; the brand had become intertwined with their social identities and took on intense patriotic and nostalgic properties. |
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Consumer decision-making process
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Problem Recognition - Richard realizes hes fed up with a black and white TV that has bad sound reproduction.
---> Information Search- Richard surfs the web to learn about TVs ---> Evaluation of Alternatives - Richard compares several models in the store in terms of reputation and avilable features. ---> Product Choice- Richard chooses one model because it has a feature that really appeals to him. ---> Outcomes - Richard brings home the TV and enjoys his purchase. |
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Problem Recognition
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Occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state. External influences can alter a consumer’s standard of comparison between the two states.
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Heuristics
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Mental shortcuts or rules of thumb that lead to a speedy decision.
"Higher priced products are higher quality products or buy the same brand i bought last time" or "buy domino, the brand sugar my mother always bought". |
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Heuristics
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Product signals
Market Beliefs Country of Origin |
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Noncompensatory Decision Rule
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Suggest that a product that is low on one attribute cannot compensate for that weakness with a strength on another attribute.
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Lexicographic Rule
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A noncompensatory decision rule where consumers first rank product attributes in terms of their importance, then compare brands in terms of the attribute considered most important. If one brand scores sufficiently high, it is selected; if not, the process is continued with the second ranked attribute, and so on.
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Elimination-by-aspects Rule
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According to this decision rule, a consumer ranks the evaluative criteria in terms of importance and establish satisfactory levels for each product or brand. He or she starts with the most important attribute and eliminates all brands that do not meet the satisfactory level. He or she then continues through the attributes in order of importance until only one brand is left. This rule thus requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion. If more than one brand passes the cutoff point, the process is repeated on those brands for the second most important criterion. This continues until only one brand remains.
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Conjunctive Rule
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Establishes minimum required performance standards for each single evaluation criterion and selects all brands that surpass these minimum standards. often used to eliminate alternatives that are out of a consumer's price range, outside the location preferred, or that do not offer other desired features. Once alternatives not providing these features are eliminated, another choice rule may be used to make a brand choice among those alternatives that satisfy these minimum standards.
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Compensatory Decision Rules
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suggest that a strength on an important product attribute can compensate for a weakness on an attribute of lesser importance.
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Simple Additive Rule
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the consumer merely chooses the alternative that has the largest number of positive attributes
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Weighted Additive Rule
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the consumer also takes into account the relative importance of positively rated attributes, essentially multiplying brand ratings by importance weights
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Search for Information
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The process in which the consumer surveys his or her environment for appropriate data to make a reasonable decision. Once the problem has been recognized, consumers need adequate information to resolve it.
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Prepurchase Search
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An explicit search for information
Determinants: Involvement with purchase Motives: Making better decisions Outcomes: Better choices |
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Ongoing Search
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Used by consumers to keep abreast of changes in the product categories of interest to them
Determinants: Involvement with product Motives: Fun and build expertise Outcomes: Increased impulse buying |
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Co-consumers
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Other patrons in a setting, actually is a product attribute; think about an exclusive resort or boutique that promises to provide privacy to privileged customers. At other times, the presence of others can have a positive value. A sparsely ball game or an empty bar can be a depressing site.
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Dimensions of Psychological Time
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Social
Temporal Orientation Planning Orientation Polychronic |
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Social Time Dimension
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refers to individuals’ categorization of time as either “time for me” or “time with/for others
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Temporal Orientation Dimension
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depicts the relative significance individuals attach to past, present, or future
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The Planning Orientation Dimension
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alludes to different time management styles varying on a continuum from analytic to spontaneous
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Polychronic Orientation Dimension
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distinguishes between people who prefer to do one thing at a time from those who have multitasking timestyles
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Utilitarian Shopping Motive
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States that we develop attitudes towards products simply because they provide pleasure or pain
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Exchange Theory
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A transaction in which two or more organizations or people give and receive something of value.
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Divestment Rituals
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The steps people take to gradually distance themselves from things they treasure so that they can sell them or give them away.
Iconic transfer ritual— Taking pictures and videos of objects before we sell them. Transition-place ritual—Putting items in an out-of-the way location such as a garage or attic before we dispose of them. Ritual cleansing—Washing, ironing, and/or meticulously wrapping the item. |
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Expectancy Disconfirmation Model
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We form beliefs about product performance based on prior experience with the product or communications about the product that imply a certain level of quality. When something performs the way we thought it would, we may not think much about it. If it fails to live up to expectations, this may create negative feelings. However, if performance happens to exceed our expectations, we’re happy campers.
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Social Power
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The capacity of one person to alter the actions or outcome of another.
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Deindividuation
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The process whereby individual identities get submerged within a group, reducing inhibitions against socially inappropriate behavior.
Example: at a hockey game, the fans cheer loudest when they see a player get slammed into the wall or when they witness a fight. But how many of those same fans truly wish to condone violent behavior? |
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Surrogate Consumer
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A professional who is retained to evaluate and/or make purchases on behalf of a consumer.
Interior decorators, stockbrokers, professional shoppers, and college consultants. |
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Guerilla Marketing
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Promotional strategies that use unconventional locations and intensive word-of-mouth campaigns.
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Reference Group
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An actual or imaginary individual or group that has a significant effect on an individual's evaluation, aspirations, or behavior
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Social loafing
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The tendency for people not to devote as much to a task when their contribution is part of a larger group effort. Working together in a group project in class.
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Decision polarization
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The process whereby individuals choices tend to become more extreme (polarized), in either a conservative or risky direction, following group discussion of alternatives
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Behavioral economics
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The study of the behavioral determinants of economic decisions. ALso referred to economic psychology. This discipline studies how consumers motives and their expectations about the future affect their current spending and how these individual decisions add up to affect a society economic well-being
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Social stratification
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Refers to this creation of artificial divisions, those processes in a social system by which scarce and valuable resources are distributed on unequally to status positions that become more or less permanently right in terms of the share of valuable resources each receives
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Social mobility
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The movement of individuals from one social class to another.
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Horizontal Mobility
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Occurs when a person moves from one position to another thats roughly equivalent in social status; for instance, a nurse becomes an elementary school teacher.
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Downward Mobility
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Movement none of us wants, but unfortunately we observe this pattern fairly often, as farmers and other displaced workers go on welfare rolls or join the ranks of the homeless.
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Social Classes
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Upper Upper
Lower Upper Upper Middle Lower Middle Upper Lower Lower Lower |
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Status Crystallization
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The extent to which different indicators of a person's status (income, ethnicity, occupation) are consistent with one another.
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Lifestyle Marketing
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Strategy based on the recognition that people sort themselves into groups on the basis of the things they like to do, how do you like to spend their leisure time, and how to spend their disposable income
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Low context culture
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Have strong oral traditions and are more sensitive to nuance, are more literal.
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High context culture
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Group members tend to be close knit and are likely to infer meanings that go beyond the spoken word
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Acculturation
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The process of learning the beliefs and behaviors endorsed by another culture
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Assimilation
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People of different backgrounds come to see themselves as part of a larger national family.
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Adaptation
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The process that occurs when a sensation becomes so familiar that it no longer commands attention
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Progressive learning
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The perspective that people gradually learn a new culture as the increasingly come in contact with it; consumers assimilate into a new culture, mixing practices from their old and new environments to create a hybrid culture
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Age cohort
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A group of consumers of approximately the same age who have undergone similar experiences
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Generation X
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People born between 1965 and 1985
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Generation Y
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People born between 1986 and 2002 also known as Echo boomers and millennials
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Generation Z
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This is the generation who are currently being born.
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Myth
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A story containing symbolic elements that expresses the shared emotions and ideals of a culture
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Norm
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The informal rules that govern what is right and wrong
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Ritual
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A set of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically
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Fortress brands
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Brands that consumers closely linked to rituals; this makes it unlikely they will be replaced
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Profane consumption
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The process of consuming objects and events that are ordinary or of the everyday world
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Sacred consumption
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The process of consuming objects and events that are set apart from normal life and treated with some degree of respect or awe
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Cultural gatekeeper
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Individuals who are responsible for determining the types of messages and symbolism to which members of mass culture are exposed
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Continuous innovation
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A modification of an existing product, such as when General Mills introduces a honey nut version of Cheerios or Levi's promotes shrink to fit jeans
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Dynamically continuous innovation
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A significant change to an existing product. When IBM introduced it's Selectric typewriter that use the typing ball rather than individual keys, the new design permitted secretaries to change the typeface of manuscripts as they replaced one Selectric ball with another
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Discontinuous innovation
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Creates really big changes in the way we live. Major inventions, such as the airplane, car, the computer, and the television, radically changed modern lifestyles.
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Diffusion of innovation
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Refers to the process whereby a new product, service, or idea spreads through a population. If an innovation is successful it spreads through the population. First only a trickle of people try it. Then, more consumers decide to adopt it, until sometimes it seems that almost everyone is buying it -- if it's a hit the rate at which a product diffuses varies.
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Stages in Consumer Decision Making
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Problem Recognition
Information Search Evaluation of Alternatives Product Choice Outcomes |
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Cognitive Shortcuts
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enable people to fall back on general guidlines instead of starting from scratch each time a decision must be made
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need recognition vs. opportunity recognition
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need- actual state's quality moves downward
opportunity- ideal state's quality moves upward |
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internal vs. external search
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internal- drawing upon previous searches for info or previous experiences
external- ads, friends, people watching |
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simple vs. complex compensation rule
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simple- brand with largest number of positive attributes wins
complex- uses weighted attributes |
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5 Types of Shoppers
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1. economic- concerned with getting the most value from ones money
2. Personalized- one who forms strong attachment to staff 3. ethical- roots for small, local companies 4. apathetic- shops only b/c they have to 5. recreational- one who view it as a fun, social activity |
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Extended Problem Solving
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An elaborate decision-making process, often initiated by a motive that is fairly central to the self-concept and accompanied by perceived risk; the consumer tried to collect as much information as possible, and carefully weighs product alternatives.
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Limited Problem Solving
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In this instance, we are not nearly as motivated to search for information or to evaluate each alternative rigorously. Instead, we're likely to use simple decision rules as we choose among alternatives.
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