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Consumer Behavior
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- 1Model of MotivationL2 (motivation)
desired/actual status -> tension/discomfort -> drive -> goal object - 2Maslow Hierarchy of NeedsL2 (motivation)
Self Actualization
Esteem Needs
Love and Belonging Needs
Safety Needs
Psychological Needs - 3Biogenic NeedsL2 (motivation)
stem from our biology as humans such as hunger or thirst - 4Psychogenic needsL2 (motivation)
stem from our mental makeup such as burnout, boredom - 5Hedonic MotivesL2 (motivation)
Consumer need and desire to obtain pleasure (risky sports like bungee jumping) - 6Approach motivationL2 (motivation)
desire to attain a goal object (positive) - 7Avoidance motivationL2 (motivation)
desire to protect oneself from an object (negative) -> insurance - 8Embodiment (embodied cognition)L2 (motivation)
belief that many features of cognition are shaped by aspects of the body beyond the brain -> muscle-firming increases self control - 9MotivationL2 (motivation)
Motivation is a goal-directed drive, that is, a drive to attain a goal;
drive is a force or energy;
a goal object is something the acquisition or attainment will bring happiness, reduces discomfort or tension - 10EmotionL2 (emotion)
Sudden surges of feelings; act as a strong drive (similar to motivation) / positive or negative experience that is associated with a particular pattern of physiological activity - 11Primary emotionL2 (emotion)
feelings that we feel first, as a first response to a situation - 12Secondary emotionL2 (emotion)
feelings appear after primary emotions, turn emotions into complex reactions - 13Appraisal theoryL2 (emotion)
Emotions are based on an individual’s assessment of a situation or outcome its relevance to her or his goals. For instance, we feel sad/happy when an outcome is inconsistent/consistent with our goals
(secondary emotion) - 14MoodL2 (emotion)
Emotions felt less intensively;
Short-lived, easy to induce;
Consumers are always in some kind of mood - 15InvolvementL2 (involvement)
Consumers’ perceived relevance of an object based on their inherent needs, values, and interests.;
Important concept that describes our relationship with all the products we consume or do not consume and all activities in which we engage or do not want to engage.;
Objects of involvement: product categories, brands, ads, medium, decisions and behaviors - 16Types of consumer involvementL2 (involvement)
Situational: occurs over a short time period and is associated with a specific situation, such as a need to replace a product that has broken (involvement in cars)
Enduring: occurs when consumers show a consistent high-level of interest in a object / product and frequently spend time thinking about it (gin, cigarrs) - 17Perceived riskL2 (involvement)
Uncertainty about personal consequences of buying, consuming, ... X importance of consequences - 18Types of perceived riskL2 (involvement)
Functional
Physical
Financial
Social
Psychological
Time - 19ValuesL2 (values)
Beliefs that guide what people regard as important or good. Desired end-states of life and preferred paths to achieving them. - 20Types of valuesL2 (values)
Terminal values: goals a person would like to achieve during his/her lifetime (happiness)
Instumental values: the means to achieving one's terminal values
-> you need to be forgiving in order to achieve happiness - 21Rokeach's Value ListL2 (values)
Terminal values
Instrumental Value - 22EnculturationL2 (values)
Process of learning values of one's own culture - 23AcculturationL2 (values)
Process of learning values of another cultue - 24Means-End Chain (Laddering)L2 (values)
Specific product attributes are linked at levels of increasing abstraction to terminal values - 25AttitudesL3 (attitude)
An attitude is an overall evaluation that expresses how much we like or dislike an object, issue, person, or action.
Attitudes are learned predispositions to respond to an object in a consistently favorable or unfavorable way -> when you like coca cola and someone asks you in a restaurant what you like to drink it is very likely that you order a Coke - 26FavorabilityL3 (attitude)
The degree to which we like or dislike something (Characteristics of attitudes) - 27Characteristics of attitudesL3 (attitudes)
Favorability
Accessibility
Confidence
Persistence
Resistance
Ambivalence - 28AccessibilityL3 (attitude)
How easily attitudes can be remembered
(Characteristics of attitudes) - 29ConfidenceL3 (attitude)
How strongly we hold on attitudes
(Characteristcs of attitudes) - 30PersistenceL3 (attitude)
How long our attitudes last
(Characteristics of attitudes) - 31ResistanceL3 (attitude)
How difficult it is to change an attitude
(Characteristics of attitudes) - 32AmbivalenceL3 (attitude)
When our evaluations are mixed (both positive and negativ)
(Characteristics of attitudes) - 33ConsistencyL3 (attitude)
We value harmony between thoughts, feelings, and behaviors;
-> Cognitive dissonance - 34Cognitive DissonanceL3 (attitudes)
inconsistency between attitudes and behaviors (beliefs and actions) - 35Balance TheoryL3 (attitudes)
We want to be in balance; A state of imbalance between attitude objects cannot be sustained, will be resolved by altering one of the relationships - 36Attribution TheroyL3 (attribute)
Deals with how we use information to arrive at causal explanations for events; we make internal or external attributions; these attributions influence our attitudes - 37Dispositional AttributionL3 (attribution)
It is something within the person we observe e.g. their possibility = internal attribution - 38Situational AttributionIs it caused by something outside the person we observe e.g. their situation
= external attribution - 39Self-PerceptionL3 (attitude)
We sometimes infer attitudes from our behavior (e.g. if we do not hold any attitudes or hold only implicit attitudes); attitudes are used to make sense out of our actions; foot in the door - 40Foot in the doorL3 (attitude)
attitudes follow behavioral response to small requests - 41Elboration Likelihood Model (ELM)L3 (attitude)
Petty and Cacioppo
after exposure to a message, consumers elaborate on the message; depending on motivation and abilities (=involvement), different routes of persuasion apply - 42Multiattribute models of attitudeL3 (attribute)
several beliefs from an attitude, not all beliefs are equally important
-> Formular - 43Theory of reasoned actionL3 (attitude)
Attitudes impact behavioral intentions which in turn impact behavior; theory of reasoned action (TORA): subjective norms (perceived social pressure) impact behavioral intentions; subjective norms = normative beliefs x norm evaluation - 44Theory of planned behaviorL3 (attitude)
extension of TORA; idea: human behavior is guided by behavioral beliefs, normative beliefs and control beliefs; (successful) application mostly for health-related behavior (e.g. smoking, condom use) - 45DemographicsL3 (demographics)
„Observable“ qualities that describe a person or population;
Age, gender, marital status, ethnicity, region,…;
Relevance: impact the size and growth of markets, influence individual decision making - 46Age cohortsL3 (demographics)
Teens / Generation Z
Millennials / Generation Y (1980-2000)
Generation X (1965-1979)
Baby Boomers (1946-1964)
Veterans/gray market(over 65y) - 47AgeL3 (demographics)
Chronological age: number of years lived
Cognitive age: individual's perception of how old they are/feel
--> cognitive age better predictor of purchase decisions than chrolological age - 48RaceL3 (demographics)
Race refers to the distinction among humans based on their genes (Caucasians, Africans, Mongolians, Aboriginals) - 49EthnicityL3 (demographics)
Ethnicity refers to the distinction among people based on their national or cultural heritage -> Consumption differences across ethnic groups (e.g., food, clothing) - 50ReligionL3 (demographics)
Major religions: Hinduism, Buddhism, Islam, Christianity, Judaism, Confucianism;
Religious affiliation vs. religious identity (involvement, commitment) -> Religious identity has higher influence on consumption behavior than affiliation - 51PersonalityL3 (personality and lifestyle)
Personality consists of the distinctive patterns of behaviors, tendencies, qualities, or personal dispositions that make one individual different from another and lead to a consistent response to environmental stimuli. ; These patterns are internal characteristics that we are born with or that result from the way we have been raised. - 52Psychographics and their influence on consumer behaviorL3 (personality and lifestyle)
Innovativeness
Variety/novelty seekers
Hedonism
Vanity
Uniqueness seekers - 53LifestyleL3 (personality and lifestyle)
Lifestyles: the way we live, the pattern of living. ;
Consumers realize and demonstrate their lifestyle by consumption.;
Marketers segment consumers by lifestyles, position their brands by lifestyles - 54MaterialismL3 (personality and lifestyle)
Devotion to material needs and desires, to the neglect of spiritual matters; a way of life, opinion, or tendency based entirely upon material interests;
Overarching marker of consumer lifestyle;
Opposite of materialism: voluntary simplicity - 55Self (definition)L3 (Self)
„When we use the term ‚self-concept‘, we shall mean the totality of the individual‘s thoughts and feelings having reference to himself as an object.“ (Rosenberg 1979);
Beliefs a person holds about his or her attributes, and how he or she evaluates these qualities;
Self-concept evolves throughout life and depends to an extent on an individual’s developmental level - 56Social SelfL3 (self)
is the individual's self-concept derived from perceived membership of social groups. People have several social selves. - 57Personal SelfL3 (self)
refers to self-knowledge that derives from the individual's unique attributes - 58Self ConceptL3 (self)
Self-Identity
Body Image
Self - Esteem
Role Performance - 59Problem RecognitionL4) Individual Decision Making
Opportunity recognition
Need recognition - 60Internal SearchL4, 1)individual decision making
Recalling past information stored in memory (everything we know) - 61External SearchL4, 1)individual decision making
Seeking information in the outside environment (things we don't know yet) - 62Evoked SetL4, 1)individual decision making
consists of brands/suppliers remembered at the time of decision making - 63Consideration SetL4, 1)individual decision making
Consists those from the evoked set after those which are eliminated - 64Internal Search for BrandsL4, 1)individual decision making
Total Set -> Awareness Set -> Brands not recalled (STOP) / Evoked Set -> Consideration Set / Brands Not Considered - 65SystematicL4, 1)individual decision making
(Search Strategies) organized, effortful, comprehensive) - 66HeuristicL4, 1) individual decision making
(Search Strategies) ad hoc, quick, convenience based - 67CompensatoryL4, 1)individual decision making
(Evaluation of alternatives)
consumer evaluated each alternative in terms of each attribute and then selects the one with the highest weithted score - 68Non-CompensatoryL4, 1)individual decision making
(Evaluation of alternatives)
Positive evaluation of an attribute does not compensate for a negative evaluation of the same alternative on some other attribute - 69Alternative ProcessingL4, 1)individual decision making
one alternative at a time - 70Attribute ProcessingL4, 1)individual decision making
Across alternatives, one attribute at a time - 71Additive Difference RuleL4, 1)individual decision making
Products are compared by attribute, two products at a time. Consumers evaluate differences between products on each attribute and combine them into an overall preference. Tradeoffs between attributes are allowed -> attribute processing - 72Conjunctive RuleL4, 1)individual decision making
Consumer sets a minimum standard for each attribute and if a product fails to pass any standard, it is dropped from consideration (“Must have at least these”)
-> alternative processing - 73Disjunctive RuleL4, 1)individual decision making
Consumer sets a minimum acceptable standard as the cutoff point for each attribute. Any product that exceeds the cutoff point is accepted -> alternative processing - 74Lexicographic RuleL4, 1)individual decision making
Consumers order attributes in terms of importance and compare alternatives one attribute at a time, starting with the most important. If one option dominates, the consumer selects it (“I will take the best on the most”) -> attribute processing - 75Elimination by AspectL4, 1)individual decision making
I will rank the attitutes by importance AND define the minimum required values - 76Brand LoyaltyL4, 1)individual decision making
Occurs when consumers make a conscious evaluation that a brand or service satisfies their needs to a greater extent than others do and decide to buy the brand repeatedly for that reason;
Two components: Attitude + Behavior - 77SatisfactionL4, 2) Post decision process
When consumers’ evaluation of the outcome of a purchase decision (performance) are positive, i.e. expectations have been met, they feel satisfaction - 78Product DisposalL4, 2) Post decision process
Several options of useless/meaningless items:
-Keep the item
-Get rid of item permanently
-Get rid of item temporarily;
Physical and emotional detachment (e.g., disposition to break free, disposition to hold on) - 79FamilyL5, 1)Social Factors
Group of individuals living together who are related by marriage, blood or adoption - 80Nuclear FamilyL5, 1)Social Factors
father, mother, children - 81Extended FamilyN
- 82HouseholdL5, 1)Social Factors
Shared residence and common housekeeping arrangement - 83Family CycleL5, 1)Social Factors
How a person advances from one stage of family formation to another - 84Husband Wife Decision MakingL5, 1) Social Factors
- Autonomic
-Joint
-Husband-dominated
-Wife-dominated - 85Reference GroupsL5, 3)Reference Group & Opinion Leader
Actual or imaginary individual or group conceived of having significant relevance upon an individual‘s evaluations, aspirations, or behavior.
Types:
primary & secondary, formal & informal, ascribed & choice, membership & symbolic groups - 86Opinion LeaderL5, 3)Reference Group & Opinion Leader
Someone who acts as an information broker between the mass media and the opinions and behaviors of an individual or group. A person who is frequently able to influence other‘s attitudes or behaviors. - 87Social classL5, 1)Social Class
A consumer‘s standing in society, or social class, is determined by a complex set of variables, including income, family background, and occupation;
Measured by a combination of indicators: income, occupation, education, inheritance, power - 88CultureL5, 2)cultural factors
Collective memory of a society;
Accumulation of shared meanings, rituals, norms and traditions among the members of an organization or society - 89Trickle Down EffectL5, 2) cultural factors
lower classes copy trends that begin in the upper class - 90Status floatL5, 2)cultural factors
trends start in the lower and middle class and spread upwards - 91RitualsL5, 2) cultural factors
set of activities performed in a fixed sequence and repeated periodically (e.g., wedding ritual), associated with artifacts - 92CustomsL5, 2)cultural factors
ways of doing something (e.g., bridal registries) - 93MythsL5, 2)cultural factors
stories that express some key value of a society (e.g., Santa Claus brings gifts) - 94Consumer confidenceL5, 3) economic & political factors
Consumer‘s beliefs about what the future holds, reflects the extent to which people are optimistic or pessimistic about the future health of the economy and how they will fare in the future;
Impact on discretionary spending, how much expenditures will be postponed - 95Consumer PolicyL5, 3) economic and political factors
public concern for the welfare of consumers - 96ConsumerismL5, 3)ecoomical & political factors
Set of activities of government, business, independent organizations, and concerned consumers that are designed to protect the rights of consumers - 97PostmodernismL6, 1)postmodern consumer
involves processes of social change in an era, where the ‚grand truths‘ of modernism such as scientific knowledge or the progressiveness of economic growth are no longer taken for granted - 98Postmodern consumersL6, 1)postmodern consumer
Liberation from standards and norms; Creativity of new life-styles and combination of brands/products;
Critical and skeptical perception of marketing;
Ability to deal with (negative) marketing measures and effects - 99Postmodern consumers resist marketing practicesL6, 1)postmodern consumer
Individual resistance
advocacy groups
consumer boycotts - 100Naturalistic research approachL6, 2) Postmodern consumer research
“The naturalistic and case-study methods are at the lowest levels of constraint in scientific research. Here researchers observe the behavior of subjects in a flexible way, which allows them to take advantage of unexpected occurrences and new ideas developed during the observations. The focus of low-constraint research is on the natural flow of behavior. Therefore, the investigator intervenes as little as possible, imposing few, if any, controls or constraints on subject’s behavior. Naturalistic research is carried out in the subject’s natural environment…“ (Graziano/Raulin1989) - 101Sacred consumptionL6, 2) postmodern consumer research
involves objects and events that are „set apart“ from normal activities, and are treated with some degree of respect - 102Profane consumptionL6, 2) postmodern consumer research
involves consumer objects and events that are ordinary, everyday objects and events that do not share the „specialness“ of sacred ones - 103Compulsive buyingL6, 3)deviant consumer behavior
„a response to an uncontrollable drive or desire to obtain, use, experience a feeling, substance, or activity that leads an individual to repetitively engage in a behavior that will ultimately cause harm to the individual and/or others“ (Faber/O‘Guinn1989)
factors:
-biological
-psychological
-sociological - 104Black marketsL6, 3)deviant consumer behavior
Represent situations in which consumers pay for items not readily available;
Typical items sold on black markets: legal items in short supply (e.g., tickets for concerts), brands (e.g., American jeans in the former Soviet Union), illegal items (e.g., drugs, counterfeit items) - 105Addictive consumptionL6, 3) addiction deviant consumer behavior
reflects excessive behaviors typically brought on by a chemical dependence (e.g., drugs, smoking, exercising) - 106Compulsive consumptionL6, 3) deviant consumer behavior
is an irresistible urge to perform an irrational consumption act(e.g., gambling, binge eating) - 107ObesityL6, 3) deviant consumer behavior
Every fourth person on earth is considered too fat
Three factors responsible: genetics and ethnicity, sedentary lifestyle, dietary habits - 108Sustainability: Ecological ConsumptionL6, 4) consumer ethics
Consumer values and consciousness of sustainability of our planet’s natural resources and his/her commitment to channel consumption in a way that promotes rather then detoriates ecological balance between the planet‘s natural resources and living organisms - 109Relevance of consumer behaviorL1, 1)introduction of consumer behavior
1. basic understanding of human beings as buyers and consumers
2. macroeconomic impact
3. impact on society
4. important knowledge for practitioners - 110Definition of Consumer BehaviorL1, 1) introduction of consumer behavior
(Hoyer/MacInnis): Consumer behavior reflects the totality of consumers‘ decisions with respect to the acquisition, consumption and disposition of goods, services, activities, and ideas by (human) decision-making units [over time]. - 111Overview of consumer behaviorL1, 1) introduction of consumer behavior
Antecedents (consumers of individuals and consumer culture) -> process of decision making -> outcomes - 112PerceptionL1, 2) perception and perceptual process
Perception occurs when stimuli are registered by one of our five senses: vision, hearing, taste, smell, and touch. (Hoyer/MacInnis) - 113Perceptual thresholdL1, 2) perception and perceptual process
The absolute threshold is the minimum level of stimulus intensity needed for a stimulus to be perceived.
The differential treshold refers to the intensity difference needed between two stimuli before people can perceive that the stimuli are different. - 114Differential tresholdL1, 2) perception and perceptual process
- 115Subliminal perceptionL1, 2) perception and perceptual process
Perception of stimuli without being aware of them: Stimuli presented below the threshold level of awareness are called subliminal, and our perception of them is called subliminal perception;
Stimuli perceived subliminally can elicit primitive feeling responses, but they are often not sufficiently strong to alter consumers‘ preferences or to make a brand more memorable. - 116Perceptual organizationL1, 2) perception and perceptual process
Process by which people group stimuli into recognizable patterns
Grouping principles:
Gestalt: overall image is formed in the mind without the details of the stimulus;
Closure: fil in gaps;
Proximity: group nearby figures together;
Continuation: perceive continuous patterns;
Similarity: group figures that are similar;
Figure and ground: organization as background and focal object - 117Learning DefinitionL1, 3) learning
Learning is acquiring a response to a stimulus. It refers to a relatively permanent change in behavior which comes with experience. - 118Models of learningL1, 3) learning
– Classical conditioning
– Instrumental learning
– Cognitive learning
– Modeling or observational learning - 119Classical conditioningL1, 3) learning
models of learning:
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, the second stimulus causes a similar response because it is associated with the first stimulus.;
Marketing application: ads containing sexual stimuli - 120Instrumental LearningL1, 3) learning
models of learning:
Instrumental learning occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.;
Marketing application: repeat buying behavior due to satisfaction with a product - 121Cognitive LearingL1, 3) learning
models of learning:
Cognitive learning occurs as a result of mental processes, by acquiring new information (information retrieval, information processing, information integration).;
Marketing application: extensive buying behavior - 122Modeling and obverational learningL1, 3) learning
models of learning:
Observational learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviors;
Marketing application: celebrity advertising
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- Karteikarten am Consumer Behavior , erstellt von Lisa King am 21/05/2018.
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