Consumer Behavior Exam 1
Ch. 1,2, 3, 4
Terms
undefined, object
copy deck
- 4ps
- product (goods, services), place (distribution), promotion (advertising), price (value, need)
- attention
- the extent to which processing activity is devoted to particular stimulus
- behavior learning theories
- classical conditioning- dog/bell experiment instrumental conditioning- when we lear to perform behaviors that produce positive outcomes, avoid negative
- brand equity
- brand that has strong positive associations in consumers memory and commands a lot of loyalty
- brand perceptions
- how consumers perceive ads =functional attributes + symbolic attributes
- cognitive dissonance theory
- based on premise that ppl have need for order and consistency in their lives and that a state of dissonance exists when beliefs or behaviors conflict with one another p132
- cognitive learning theories
- approaches that stress the importance of internal mental processes. views ppl as problem solvers who actively use info from world around them to master their env
- conscientiousness
- interest in global health and going green. p154
- consumer behavior
- study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires
- consumer generated content
- everyday ppl voice their opinions about products, brands, companies online
- consumer legislation
- to communicate message of product, must know ways able to package, promote and advertise without breaking the law
- consumer needs
- needs, desires, and motivations expressed in lifestyle choices, buying patterns and preferences for certain products and services
- declaration of consumer rights
- right to safety, to be informed, to redress, to choice
- consumer welfare
- dept of agriculture, fda, epa, ftc and sec
- consumer
- person whp sees a need/desire, makes a purchase, and disposes of product.
- consumption communities
- web groubs where members share views and product recommendations online
- dark side of consumption
- consumer terrorism, compulsive consumption, illegal activities
- core values
- common general values held by culture
- culture jamming
- defacement or alteration of advertising materials as form of political expression. strategy to disrupt corporate influence on our cultural landscape
- database marketing
- tracking consumers buying habits very closely (data minding) then crafting products and messages tailored precisely to ppls wants and needs based on this info
- differential threshold
- ability of sensory system to detect changes or difference among stimuli
- just noticeable difference
- smallest change in stimuli that can be detected
- drive theory
- biological needs that produce unpleasant states of arousal. focuses on biological need
- encoding
- 1) sensory 2) semantic (facts and symbolic meanings) 3) episodic (autobiographical)
- expectancies
- perspective that behavior is largely pulled by expectations of achieving desirable outcomes, or positive incentives, rather than pushed from within. p151
- exposure
- occurs when stimulus comes within range of someones sensory receptors
- global consumer
- unites ppl around the world with their products, common devotion to brand name consumer goods, movie stars, celebrities, and leisure activities p18
- halo effect
- tendency to react to other similar stimuli in the same way as act to original stimuli. ex=ipod touch to iphone to ipad
- haptic sense
- sense of touch; most basic of senses, learned before smell or vision
- hofstedes cultural dimensions
- 1) individualism, 2) masculinity, 3) uncertainty avoidance, 4) power distance, 5) long term orientation
- incidental learning
- unintentional acquisition of knowledge
- interpretation
- meaning we assign to sensory stimuli, based on schema
- involvement
- motivation to process product related info. perceived relevance of an object based on ones needs, values, and interest p137
- kansei
- japanese philosophy that translates customers felings into design elements (gear shift in car)
- learning
- acquiring or modifying existing knowledge, behavior, skills, values or preferences
- levels of involvement
- ranges from inertia to flow level of interest in product tv=low, print=high
- masked branding
- strategy that deliberately hides a products origin
- maslows hierarchy
- (top to bottom) self actualization ego needs belongingness safety physiological
- materialism
- importance consumers attach to worldly items
- episodic memory
- narrative, autobiographical
- semantic memory
- factual
- modeling
- imitating behavior of others 1) must attend to model 2) must remember what model says/does 3) consumer must convert new info 4) consumer must be motivated to perform actions
- motivation
- process that leads ppl to behave as they do
- motivational conflict
- conflict resulting from arousal of 2/more motives that direct behavior toward incompatible goals 1) approach-approach 2) approach-avoidance 3) avoidance-avoidance
- musak
- company devoted to making music. used scent in order to affect behavior of customer
- need
- a basic biological motive
- want
- form of consumption chosen to satisfy need
- observational learning
- learn by watching others (modeling)
- orienting
- immediate response to change in environment when that change is not sudden enough to elicit startle reflex
- perception
- process by which sensations are selected, organized, and interpreted
- perceptual process
- sequence of steps that begins with environment and leads to our perception of stimulus and an action in response to the stimulus sensory stimuli->sensory receptors->exposure->orient/allocate->attention->actively engage->interpretation
- popular culture
- music, movies, sports, books, celebrities and other forms of entertainment consumed by mass market
- priming
- consumer is prepared beforehand
- role theory
- perspective that much of consumer behavior resembles actions in a play
- segmenting
- targeting select consumers based on gender, price, location, interests, religion, income
- selective attention
- ppl decide consciously and unconsciously what info and stimulus they will attend to
- semiotics
- signs, symbols, and assignment of meaning
- senses
- touch smell sigh hearing taste
- sensory threshholds
- psychophysics: pt when stimulus enters perception
- stimulus
- something external that influences activity
- stimulus generalization
- process that occurs when behavior caused by a reaction to one stimulus occurs in presence of other similar stimulus
- stimulus selection
- perceptual vigilance, perceptual defense, adaptation, contrast
- subliminal perception
- stimulus below awareness (little proof that it occurs)
- demographics
- observable measurements of population characteristics (age gender education income race/ethnicity
- trade dress
- color combinations that become strongly associated with a corporation
- values
- belief that some condition is preferable to its opposite