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163 Cards in this Set
- Front
- Back
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What is consumer behaviour? |
The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires |
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What are market segmentation strategies? |
targeting a brand only to specific groups of consumers rather than to everybody |
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What does role theory do? |
Takes the view that much of CB resembles actions in a play. As in a play, each consumer has the lines, props and costumes necessary to put on a good performance. |
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What are the three phases of CB process? |
Pre-consumption Consumption Post-consumption |
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What is 'value in use'? |
Value that is created before and after the exchange (consumption stage) |
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What is a consumer? |
A person who identifies a need or desire, makes a purchase, and then disposes of the product |
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What are the 7 main types of Demographics? |
Age, Gender, Family Structure, Social class/income, Ethnicity, Lifestyle, and Geography |
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What is relationship marketing? |
The strategic perspective that stresses the long-term, human side of buyer-seller interactions |
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What is database marketing? |
Tracking consumers' buying habits very closely and then crafting products and messages tailored precisely to people's wants and needs based on this information |
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What is popular culture? |
Music, movies, sports, books, celebrities and other forms of entertainment consumed by the mass market |
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What are the four types of relationships a person may have with a product? |
Self-concept attachment - user's identity
Nostalgic attachment - past self Interdependence - part of daily routine Love - Emotional bonds |
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What are four types of consumption activities? |
Consuming as experience Consuming as integration Consuming as classification Consuming as play EXAMPLES PG. 14 |
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What are business ethics? |
Rules of conduct that guide actions in the marketplace The standards against which most people in a culture judge what is right and what is wrong, good or bad. |
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What universal values are part of business ethics? |
Honesty, Trustworthiness, Fairness, Respect, Justice, Integrity, Concern for others, Accountability, and Loyalty |
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What is Deontology? |
Acting according to universal moral duties without regard to the good or bad consequences of their actions |
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What is Teleology? |
Notion that the ethically correct decision is the one that produces the best consequences |
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What is Consumerspace? |
The ways consumers choose to interact with corporations |
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What is a need? |
A basic biological motive |
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What is a want? |
One way that society has taught us that need can be satisfied. "We are taught to want Coca-Cola to satisfy thirst rather than goats milk" |
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What is the economics of information perspective? |
Advertising is an important source of consumer information |
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What is culture jamming? |
A strategy to disrupt efforts by the corporate world to dominate our cultural landscape |
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What is green marketing? Example? |
When a firm chooses to protect or enhance the natural environment as it goes about its activities Example: Reducing wasteful packaging |
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What is social marketing? Example? |
Using marketing techniques to encourage positive activities and discourage negative activities Example: Being sunsmart |
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What is deviant CB? |
Refers to actions that violate the accepted behaviour in a consumer context and result in harm for other customers or the organisation |
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What is consumer terrorism? |
Terrorism towards consumers such as herron withdrawn due to poisoning threat |
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What is addictive consumption? |
A physiological/psychological dependency on products or services |
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What is compulsive consumption? |
Repetitive shopping as an antidote to tension, anxiety, depression, boredom |
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What are consumed consumers? |
People used or exploited, willingly or not, for commercial gain in marketplace. E.g. Prostitution |
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What is the consumer sovereignty model? |
The customer is always right - they make rational, informed choices. |
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What is the cultural power model? |
Beware of the seller |
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What is the discursive power model? |
Together we create - identifies the exchanges between customers and sellers as reciprocal |
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What is a paradigm? |
Fundamental assumptions researchers make about what they are studying and how to study it |
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What is positivism (modernism)? |
Paradigm that emphasises the supremacy of human reason and the objective search for truth through science |
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What is interpretivism (postmodernism)? |
Paradigm that emphasises the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person |
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What is consumer cognitions? |
The acquisition, storage, transformation, and use of information |
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What is the cognitive/affective paradigm in CB? |
Information Procession (thoughts/attributes) Experiential (emotions & moods) |
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What is the Behavioural approach in CB? |
Reinforcement & Habitat |
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What is sensation? |
The functioning of our senses and the immediate response of our sensory receptors to basic stimuli such as light, colour, sound, odour and texture |
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What is perception? |
The process by which these sensations are selected, organised and interpreted. |
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What is hedonic consumption? |
The multisensory, fantasy and emotional aspects of consumers' interactions with products' |
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What is experiential marketing? |
Opportunities to connect with consumers by engaging in a sensory way and drawing on the consumers' personal experiences |
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What are the five types of sensory marketing tactics? |
Vision, Smell, Taste, Touch, Sound |
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What is exposure? |
When a stimulus comes within the range of someone's sensory receptors. Consumers concentrate on some stimuli, are unaware of others, even go out of their way to ignore some messages |
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What are psychophysics? |
The science that focuses on how the physical environment is integrated into our personal subjective world |
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What is the absolute threshold? |
Minimum amount of stimulation detected on a sensory channel |
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What is the differential threshold? |
Ability of a sensory system to detect changes/ differences between two stimuli. Minimum difference that can be deteceted between two stimuli is known as the j.n.d |
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What is Weber's Law? |
The amount of change necessary to be noticed is related to the intensity of the original stimulus. The stronger the initial stimulus, the greate a change must be for it to be noticed. EQUATION ON PG. 54 |
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What is augmented reality? |
Refers to media that combine a physical layer with a digital layer to create a combined experience
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What is subliminal perception? |
Occurs when the stimulus is below the level of the consumer's awareness. There is little evidence that this can bring about desired behavioural changes |
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What is attention? |
Refers to the extent to which processing activity is devoted to a particular stimulus. |
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What is perceptual selection? |
People attend to only a small portion of the stimuli to which they are exposed |
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What is experience? |
The result of acquiring and processing stiumulation over time |
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What is perceptual defence? |
People see what they want to (and vice versa) |
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What is adaptation? |
The degree to which consumers continue to notice a stimulus over time. |
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What are factors that lead to adaptation? |
Intensity, Duration, Discrimination, Exposure, Relevance |
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What are some stimulus selection factors? |
Size, Colour, Position, Novelty |
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What is interpretation? |
Refers to the meaning that we assign to sensory stimuli |
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What is stimulus organisation? |
One factor that determines how a stimulus will be interpreted is its assumed relationship with other events, sensations or images. |
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What is the Gestalt closure principle? |
States that people tend to perceive an incomplete picture as complete. |
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What is the Gestalt principle of similarity? |
Consumers tend to group together objects that share the same physical characteristics |
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What is the Gestalt Figure-ground principle? |
One part of a stimulus will dominate (the figure) and other parts will recede into the background (the ground). |
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What are semiotics? |
Field of study that examines the correspondence between signs and symbols and their role in the assignment of meaning |
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What are the 3 components of a message? |
Object: the product that focuses the message (McDonald's hamburgers) Sign: the sensory imagery that represents the intended meanings of the object (Ronald McDonald) Interpretant: the meaning derived (Something magical about McDonalds) |
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What is hyperreality? |
The process of making real what is initially stimulation or 'hype' |
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What is a positioning strategy? |
A fundamental part of a company's marketing efforts, as it uses elements of the marketing mix to influence the consumer's interpretation of its meaning |
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What is interpretation? |
The meaning that we assign sensory stimuli |
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What is schema? |
Set of beliefs to which the stimulus is assigned |
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What is priming? |
Process by which certain properties of a stimulus will typically evoke a schema, which leads to consumers to evaluate the stimulus in terms of other stimulus they have encountered and believe to be similar |
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What is learning? |
A relatively permanent change in behaviour caused by experience |
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What is incidental learning |
Causal, unintentional acquisition of knowledge |
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What are behavioural learning theories? |
Behavioural learning theories assume that learning takes place as the result of responses to external events. |
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What is classical conditioning? |
Occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a similar response because it is associated with the first stimulus |
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What is unconditioned stimulus, conditioned stimulus and conditioned response? |
UCS: Naturally capable of causing a response CS: Does not initially cause a response CR: Response generated by repeated paired exposures to UCS and CS |
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What is stimulus generalisation?
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The tendency of stimuli similar to a CS to evoke similar conditioned responses |
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What is stimulus discrimination? |
When a UCS does not follow a stimulus similar to a CS |
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What are some strategies based on stimulus generalisation? |
Family Branding Product Line extensions Look-alike packaging |
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What is instrumental conditioning? |
Occurs as the individual learns to perform behaviours that produce positive outcomes and avoid behaviours that yield negative outcomes |
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What are the three ways IC occurs? |
Positive Reinforcement Negative Reinforcement Punishment |
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What is extinction? |
When a positive outcome is no longer received, the learned stimulus-response connection will not be maintained |
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What are four reinforcement schedules? |
Fixed-interval reinforcement Variable-interval reinforcement Fixed-ratio reinforcement Variable-ratio reinforcement |
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What is the cognitive learning theory? |
Stresses the importance of internal mental processes. Views people as problem-solvers who actively use information from the world around them to master their environement |
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What is instructional scaffolding and the three stages? |
States that people learn based upon progressing through three stages: Enactive representation (active-based) Iconic representation (image-based) Symbolic representation (language-based) |
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What is assimilation? |
The process where we respond to the situation based upon existing knowledge |
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What is observational learning?
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Occurs when people watch the actions of others and note reinforcements received for their behaviours. |
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What is memory? |
A process of acquiring and storing information over time so that it will be available when needed |
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What are the three stages of memory? |
Encoding stage: Information entered in a recognisable way Storage stage: Knowledge integrated into what is already in memory and warehoused Retrieval stage: The person accesses the desired information |
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What are the three distinct memory systems? |
Sensory memory: very temporary storage of information we receive from our senses Short-term memory: Working memory, limited period of time and limited capacity Long-term memory: Can retain info for a long period. Elaborative rehearsal is required |
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What are activation models of memory? |
Argue that different levels of processing occur depending on the nature of the processing task |
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What are associative networks? |
Related information is organised according to some set of relationships |
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What is spreading activation? |
A process that allows consumers to shift back and forth between levels of meaning |
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What is retrieval? |
Process whereby information is recovered from LTM. Influenced by physiological, situational and viewing environment factors |
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What factors influence forgetting? |
Decay Retroactive Interference Proactive interference Part-list cueing effect |
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What are some problems with memory measures? |
Response biases False memories Memory lapses Memory for facts and feelings |
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What is a person's personality? |
A person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment |
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What is the difference between the psychodynamic approach and the developmental approach? |
The psychodynamic is determined by genetics whereas developmental is learnt over time |
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What is the difference between nature and nurture? |
Nature are aspects we are born with, nurture is how the world influences those aspects |
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What does the social comparison theory explain? |
That siblings often seek to deliberately diferentiate themselves from each other
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What is the Id? |
Oriented toward immediate gratification. It is selfish, illogical and ignores consequences |
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What is the pleasure principle? |
Behaviour is guided by the primary desire to maximise pleasure and avoid pain |
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What is the superego? |
A person's conscience. It tries to prevent the Id from seeking selfish gratification |
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What is the ego? |
The system that mediates between the Id and the superego. |
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What is the reality principle? |
The ego finds ways to gratify the Id, which will be acceptable to the outside world. |
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What are some major motives for consumption? |
Power, masculinity, security, eroticism, social acceptance, individuality, reward |
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Who described people as moving toward others (compliant), away from others (detached), or against others (aggressive)? |
Karen Horney |
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Who proposed the theory that an individual's actions are motivated to overcome feelings of inferiority relative to others? |
Alfred Adler |
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Who focused on personality development to reduce anxiety in social relationships? |
Stack Sullivan |
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*** Who believed people are shaped by cumulative experiences of past generations? Emphasis on the collective unconscious, which create archetypes. |
Carl Jung |
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What are archetypes? |
Universally shared ideas and behaviour patterns created by shared memories |
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What is the trait theory? |
An approach to personality that focuses on the quantitative measurement of personality facts |
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What are the 'Big 5' personality traits? |
Openness to experience, Conscientiousness, Extroversion, Agreeableness, Neuroticism |
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What is innovativeness? |
The degree to which a person likes to try new things |
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What is materialism? |
Amount of emphasis placed on acquiring and owning products |
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What is self-consciousness? |
The degree to which a person deliberately monitors and controls the image of the self that is projected to others |
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What is susceptibility to interpersonal influence? |
Likelihood of being influenced by other's opinions and behaviours |
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What is the need for cognition? |
The degree to which a person likes to think about things |
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What is frugality? |
Tendency to deny shot-term purchasing whims and resourcefully use what one already owns |
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What is the difference between an idiocentric and an allocentric? |
Idiocentrics have an individualist orientation and allocentrics have a group orientation |
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What is brand personality? |
The set of traits people attribute to a product as if it were a person |
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What are the five brand personality dimensions that resemble the Big 5 consumer personality traits? |
Sincerity, Excitement, Competence, Sophistication, Ruggedness |
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What is animism? |
The practice whereby inanimate objects are given qualities that make them somehow alive |
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What is the difference between level 1 and level 2 animism? |
Level 1 people believe the object is possessed by the soul of the being and level 2 objects are anthropomorphized or given human characteristics |
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What is self-concept? |
The beliefs a person holds about their own attributes and how they evaluate these qualities. |
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What are some attribute dimensions? |
Content, positivity, intensity, stability over time, and accuracy |
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What is self-esteem? |
Refers to the positivity of a person's self-concept |
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What is social comparison? |
A process by which consumers evaluate themselves by comparing themselves with others |
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What is self-esteem advertising? |
Change product attributes by stimulating positive feelings about the self |
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What is our ideal self? |
A person's conception of how they would like to be? |
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What is our actual self? |
A person's realistic appraisal of the qualities they do and do not possess |
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What is symbolic interactionism? |
Stresses that relationships with other people play a large part in forming the self. "Who am I in this situation?"
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What is the looking-glass self? |
The process of imagining the reactions of others towards use. |
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What is self-consciousness? |
A painful awareness of oneself magnified by the belief that others are watching intently |
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What is the symbolic self-completion theory? |
Theory that suggests people who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it |
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What do self-image congruence models suggest? |
Products will be chosen when their attributes match some aspect of the self |
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What is the extended self and four levels? |
External objects that consumers consider a part of themselves. 1. Individual level: personal possessions 2. Family level: Residence and furnishings 3. Community level: Neighbourhood or town 4. Group level: Social groups |
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What is the difference between an autonomic decision and syncratic decision? |
autonomic decisions are made by one family member whereas syncratic decisions are jointly made by the family |
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What are factors that determine the degree to which decisions will be made jointly or by one spouse? |
Sex-role stereotypes Spousal resources Experience Socioeconomic status |
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What is motivation? |
The processes that lead people to behave as they do. Occurs when a need arises that a consumer wishes to satisfy. |
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What is a drive? |
The degree of arousal present due to a discrepency between the consumer's present state and some ideal state. |
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What is the difference between motivation strength and direction? |
Strength is the pull it exerts on the consumer, direction is the particular way the consumer attempts to reduce motivational tension |
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What is the drive theory? |
Focuses on biological needs that produce unpleasant states of arousal (e.g. grumbling stomach) |
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What is the expectancy theory? |
Behaviour is pulled by expectations of achieving desirable outcomes - positive incentives - rather than pushed from within. Focuses on cognitive factors. |
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What are biogenic, psychogenic and hedonic needs? |
Biogenic needs are necessary to maintain life, psychogenic needs are culture-related needs and hedonic needs are subjective and experiential needs |
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What is the theory of cognitive dissonance? |
A state of tension occurs when beliefs or behaviours conflict with one another |
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What is the difference between approach-approach, approach-avoidance, and avoidance- avoidance conflict? |
Approach-approach conflict a person must choose between two desirable alternatives Approach-avoidance conflict exists when we desire a goal but wish to avoid it at the same time Avoidance-avoidance conflict appears when we are faced with a choice between two undesirable alternatives |
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What is the difference between intrinsic and extrinsic motivation? |
Intrinsic motivation is to be motivated b the enjoyment of an activity without a further end-goal whereas extrinsic motivation is to be motivated by external influences, or by a goal that is seperate from ourselves |
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What are four categories of extrinsic motivation? |
External regulation, Introjection regulation, Identification, Integrated regulation |
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What are the four specific needs relevant to CB? |
Need for affiliation: to be in the company of others Need for achievement: to attain personal accomplishment Need for power: to control one's environment Need for uniqueness: to assert one's individual identity |
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What is the self-determination theory? |
An approach used to define the needs people seek to satisfy. Focuses on needs that are essential for psychological health. |
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What is Maslow's Hierarchy of Needs and five levels? |
A hierarchy of biogenic and psychogenic needs that specifies certain levels of motives. Physiological, Safety, Belongingness, Ego Needs, Self-Actualisation |
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What is the 3M Model of Motivation? |
A model focused into four levels representing the influence of the individual and the context in which the individual is consuming |
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What are the four levels of the 3M model? |
Elemental level Compound level Situation level Surface level |
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What is involvement? |
A person's perceived relevance of an object based on their inherent needs, values and interests |
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What is the difference between inertia and flow state? |
Inertia consumers lack the motivation to consider alternatives whereas flow state consumers are truly involved with the product, ad or web site |
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What are cult products? |
products that command fierce consumer loyalty, devotion and maybe even worship by consumers who are very highly involved with a brand. |
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What is product involvement? |
Related to a consumer's level of interest in a particular product |
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How do you increase involvement? |
Appeal to consumers' hedonic needs, use novel stimuli, unusual cinematography, include celebrity endorsers |
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What is a value? |
A belief that some condition in preferable to its opposite |
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What are core values? |
General set of values that uniquely define a culture |
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What is the difference between enculturation and acculturation? |
Enculturation is the process of learning the value systems of one's own culture whereas acculturation is the process of learning the value system of another culture |
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What are some distinctions in values for CB research? |
Cultural values, consumption-specific values, product-specific values |
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What is the Rokeach Value Survey comprised of? |
Terminal values (desired end states) and instrumental values (actions needed to achieve terminal values) |
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What is the List of Values (LOV) scale? |
Developed to isolate values with more direct marketing applications, identifies nine consumer segments based on the values they endorse. |
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What is the means-end chain model? |
Assumes very specific product attributes are linked at levels of increasing abstaction to terminal values via laddering |
