Consumer Behavior Final 2
Terms
undefined, object
copy deck
- Stages in COnsumer Decision Making
-
Problem Recognition
Information Search
Evaluation of Alternatives
Product Choice
Outcomes - Rational Perspective to Decision making
-
People integrate what the know with new info, weigh alternatives, and make the best choice
--not usually followed - COnstructive processing
- People evaluate the effort required to make a particular choice and then chooce a strategy suited to this effort level
- Behavioral Influence Perspective
-
-low involvement
- decision is a learned response to environmental cues, like physical surroundings and product placement - Experiential perspective
-
high involvement
-involves totality of product/service
-marketers measure ones affective responses to a product and develop offerings appropriate to them - DImension
- The ammount of effort that goes into a decision each time it must be made
- extended problem solving
- follows rational way of thinking, carries fair degree of risk and usually related to the self concept
- evaluation
- considering the attributes of one brand at a time and seing how they shape up to some set of desired characteristics
- limited problem solving
-
more straight forward and simple
-not motivated to search for info or to rigorously evaluate each alternative - cognitive shortcuts
- enable people to fall back on general guidlines instead of starting from scratch each time a decision must be made
- automaticity
- choices are performed with minimal effort and witout conscious control
- problem recognition
- discovering a discrepency between a current state and some desired state
- need recognition vs. opportunity recognition
-
need- actual state's quality moves downward
opportunity- ideal state's quality moves upward - information search
- surveying ones environment for appropriated info to make a reasonable decision
- internal vs. external search
-
internal- drawing upon previous searches for info or previous experiences
external- ads, friends, people watching - deliberate vs. incidental leanring
-
deliberate- intentional, directed learning
incidental- taken in through mere exposure - economics of information
-
assumes people will gather enough info to make an informed decision
----not always true
---low incomes search less then affluent - mental accounting
- being influenced by the way a problem is posed, and by whether it is put in terms of gains or losses
- sunk cost fallacy
- people are hesitant to get rid of things they already paid for
- loss aversion
- people tend to place a greater emphasis on loss then on gain
- prospect theory
- utility is a function of fains and losses, and risk differs when the person faces options involving gains vs. those involving losses
- relationship b/t product knowledge and info search is?
- a BELL SHAPE!!!!
- selective search
-
experts have a better idea of what is relevant, and are more focused and efficient
-not influenced by price, brand.... - evoked vs. inert vs. inept set
-
evoked- those that one is aware of and is actively considering
inert- those that a person is aware of, but won't consider
inept- those that a person isn't aware of and thus won't consider - cognitive structure
- a set of factual knowledge about products and the way these beliefs are organized
- levels of categoriization
-
basic middle- most useful-wide range of products, but decent alternatives
-superordinate- most broad, abstract level
subordinate- most specific, includes brands - exemplar products
- if a product is a really good example of a profuct catefory, it is more familiar and call call the shots by defining the evaluative criteria that should be used to evaluate all catefory members
- evaluative criteria
- the dimensions used to judge the merits of competing options
- determinant attributes
- the attributes actually used to differentiate among choices
- procedural learning
- the decision about which attributes to use and the series of cognitive steps before making a decision
- A new decisions criteria should include: (3 things)
-
1. Point out that there are significant differences among brands on an attribute
2. supply the consumer with a decision making rule
3. make sure the rule is easy enough to integrate with the original rule - Heuristics
- Mental rules of thumb that lead to a speedy decision
- covariation
- association among events
- market beliefs
- specific beliefs about relationships in the marketplace
- inertia
-
buying a brand out of habit b/c less effort is required
----easier to change these people's preference - brand parity
- the belief that all brands are the same
- noncompensetory rule
- a product iwth low standing on one attribute can't make up for it
- lexiographic
- brand that ranks the best on the most important attribute is selected
- elimination by aspects rule
- brands evaluated by attributes, specific cuttoffs imposed, process of elimination used
- conjunctive rule
-
processing by brand, cuttoffs established for each attribute
brand chosen if it meets all cutoffs
-brand will be rejected if it doesn't - simple vs. complex compensation rule
-
simple- brand with largest number of positive attributes wins
complex- uses weighted attributes - situational self image
- the role a person plays at any time
- situational matrix
- lists all the possible users and all the contexts where the product is used
- density vs. crowding
-
density- the actual number of people occupying a space
crowding- a psychological condition that ecists only if a negative affective state occurs b/c of a spaces density - economic vs. psychological time
-
economic- an actual commodity that must be divided up
psychological- how time is experienced - queing theory
- people tend to have a negative association with service if their wait in line is bad
- linear seperable time vs. procedural time
-
l.s.t.- events procede in an orderly sequence and there is a time and place for everything
p.c.- ignores teh clock completely, do things when time is right - 2 dimensions to positive or negative reactions to a store environment
-
pleasure- enjoy a situation or not
arrousal- the intensity of stimulation - 5 motives for shopping
-
Instant status
Interpersonal attraction
social experience
thrill of the chase
sharing a common interest - shopping orientation
- general attitutes towards shopping
- 5 types of shoppers
-
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 - atmospherics
- the conscious designing of space and its various dimensions to evoke a certain effect in buyers, such as colors, scents, and sounds
- unplanned vs. impulse buying
-
unplanned- may occur when a person is unfamiliar with a stores layout, is under time restraints, or is reminded of an item they need to get
impulse- a sudden, irresistable urge. - exchange theory
-
every interaction involves an exchange of value
---this is why salespeople are such an important in-store factor - commercial freindships
- when service personnel and customers form fairly warm personal relationships
- interaction style
- the degree of adaptability and assertiveness
- expectancy disconfirmation model
-
consumers form beliefs about a product's performance based upon prior experience with the product and by talking about it
-a product that meets these expectations are taken for granted
-product that doesn't results in a negative affect
-product that exceeds it pleases and satisfies - 3 courses of action to take if disatisfied
-
voice response- return/exchange
private response- negative talk/boycott
third party- Better bus. b., tv stations - lateral cycling
- selling or exchanging already used items
- organizational buyer
- people who purchase goods and services on behalf of a company
- b2b marketers
- people who focus on meeting the needs of organizations
- buyers perception of the purchase decision affected by
- expectations of the supplier, business climate of the company, and personal asessment of his or her own performance
- differences b/t organizational and consumer decisions
-
-few are impulse buys
-involve many people
-products bought according to technical specifications
-decisions are often high risk
-companies usually make up a small customer base and a large ammount of dollars
-HOWEVER, brand loyalty, long term relationships, and aesthetic concerns still exist - internal vs. external stimuli
-
internal- buyers psychological characteristics
external- nature of org and overal market - greater the complexity, novelness, or riskiness of a decision......
- more searching for info and comparing alternatives is done
- straight rebuy vs. modified rebuy vs. new task
-
straight- out of habit, little thinking
modified- limited decision making, some changes
new buy- extensive problem solving - Initiator
- the person who brings up an idea or need
- gatekeeper
- the person who searches for information and who controls the flow to the group
- influencer
- a person who tries to sway the outcome
- buyer/user
-
buyer- person who actually purchases
user- person who uses product - nuclear family
- a mother, father, and 1 or more children
- extended family
-
three generations living in the smae house
-once most common family unit - family household
- 2 or more people related by blood or marraige
- Family's needs and expenditures affected by:(3)
-
Size of family
age of family members
whether 1, 2, or more adults are employed outside the home - 2 important factors determining how a family spends its money
-
1. whether women works
2. whether they have kids - Family Life Cycle and limitations
-
FLC- a families needs and consumption habits differ over time
limited b/c of changing womens roles, non kid household, alternative lifestyles, and single parent households - consensual vs. accomodative purchase decision
-
consensual- agreed upon by all family members
accomodative- group members can't agree on a purchase that will settle all preferences - degree of family decision conflict influenced by: (4 things)
-
interpersonal need- a persons level of investment in the group
product involvement and utility
responsibility
power- degree to which one family member exterts influence over others in making decisions - autocratic vs. syncratic decisions
-
autocratic- one family member
syncratic- made jointly - Family Financial Officer
- individual in charge of a family's bills and incharge of allocating excess funds
- 4 factors that determine the degree to which decisions will be made jointly/or by one or the others
-
1. sex role stereotypes
2. spousal resources
3. experience
4. socioeconomic status- middle class make more joint the high/low - kin-network system
- rituals performed to maintain ties among family members
- synoptic ideal
-
husband and wife take a common view and act as joint decision makers
-weigh alternatives and then make mutually beneficial decisions - consumer socialization
- process by which young people acquire skills, knowlege, and attitudes relevant to their functioning in the marketplace
- Jean Piaget said.....
- kids pass through distinct phases of cognitive development, and each stage is characterized by a certain cognitive structure the child used to handle info
- 3 segments of storage and retrieval in kids
-
under 6- limited- no s and r
6-12 cued- s and r when cued
12 and older- strategic s and r spontaneously.