Karteikarten
Consumer Behaviour
Karten in diesem Stapel (100)
- 1Demographic Variablesage
gender
family structure
ethnicity
geography - 2Kansei EngineeringA philosophy that translates customers feelings into design elements
- 3Gestait PsychologyA school of thought maintaining that people derive meaning from the totality of a set of stimuli rather that the individual stimulus
- 4Figure-Ground PrincipleOne part of a stimulus will dominate while other parts recede into the backgroud
- 5Guerilla MarketingInvolves using communication that are unexpected and unconventional in ways
- 6Classical ConditioningA stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on it's own
- 7Instrumental ConditioningWhere individuals learn to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes
- 8GamificationInvolves borrowing from basic principles of game mechanics to motivate consumers across a broad spectrum
- 9Von Restorff EffectExplains why unusual advertising or distinctive packaging tends to facilitate brand recall
- 10Drive TheoryBiological needs that produce unpleasant states of arousal
- 11Expectancy TheoryBehaviour is pulled by expectations of achieving desirable outcomes
- 12Approach-ApproachA person must choose between two desirable alternatives
- 13Approach-AviodanceHave negative consequences attached to them as well as positive consequences
- 14Avoidance-AvoidanceA choice between two undesirable alternatives
- 15Theory of Cognitive DissonanceBased on the premise that people have a need for consistency in their lives and that a state of tension is created when beliefs or behaviours conflict with one another
- 16Maslows Hierarchy of NeedsDeveloped to understand personal growth and attainment of 'peak experiences'
- 17Upper-Level to Lower Level Needs (Maslow's Hierarchy)Self-Actualization
Ego Needs
Belongingness
Safety
Physiological - 18InertiaConsumption at the low end of involvement
- 19Flow StateTrue Involvement with a product
- 20Self-ConceptBeliefs a person holds about his/her own attributes, and how he/she evaluates these qualities
- 21Self-EsteemRefers to the positivity of your attitudes towards yourself
- 22Ideal SelfConception of how we would like to be
- 23Actual SelfMore realistic appraisal of the qualities we have
- 24Looking-Glass SelfThe process of imagining the reactions of others towards us
- 25The Digital SelfStrategically 'modify' their online personalities
- 26Body ImageConsumers subjective evaluation of his/her physical health
- 27Body CathexisPerson's feelings about his or her own body
- 28IDPleasure Principle (party animal)
- 29SuperegoOur Conscious (the conscious)
- 30EgoMediates between ID and superego (the referee)
- 31Freudian SystemsFundamental conflict between a person's desire to gratify his or her physical needs and the necessity to function as a responsible member of society
- 32AIOGrouping consumers according too:
Activities
Interests
Opinions - 33VALSValues and Lifestyles
- 34Rokeach Value SurveyTerminal values/desired end states
- 35KatzAttitudes exist because they serve some function
- 36ABC model of attitudesAffect: The way a consumer feels
Behaviour: Person's intentions to do something
Cognition: Beliefs a consumer has - 37High-Involvement HierarchyConsumer 'bonds' with the product over time and is not easily persuaded to experiment with other brands
Swayed by powerful arguments - 38Low-Involvement HierarchyConsumer does not have a strong brand preference
Swayed by source attractiveness - 39Zajonc's model of hedonic consumptionWe act on the basis of our emotional reactions (based on the experiential hierarchy of affects)
- 40Attitude CommitmentInternalization: Highest Level
Identification: Mid-level
Compliance: Lowest Level - 41Principle of Cognitive ConsistencyWe value/seek harmony among thoughts, feelings and behaviours
- 42Theory of Cognitive DissonanceWhen a consumer is confronted with inconsistencies among attitudes or behaviours, action is required to resolve the 'dissonance'
- 43Self Perception TheoryWe use observations of our own behaviour to determine our attitudes
- 44Social Judgement TheoryWe assimilate new information about attitude objects in lights of what we already know and feel
- 45Balance TheoryConsiders relations among elements a consumer might perceive as belonging together
- 46Fishbein model's weaknessesDoesn't deal with outcomes of behaviour, including those beyond consumers control
Doesn't consider unintentional behaviour, such as impulse acts or novelty seeking - 47Normative InfluencesDescriptive Norms: Convey what others are doing
Injunctive Norms: Convey what others think you should do - 48Permission MarketingMarketer may be more successful in persuading consumers who have agreed to let him try
- 49Martyrdom EffectPeople tend to donate more money when they have to suffer a bit for the cause (ALS bucket challenge)
- 50Transmedia Storytelling StrategyIncludes communications media that ranges from websites, blogs and e-mail to recorded phone calls and even graffiti messages scrawled in public places
- 51First Order ResponseDirect Marketing: transaction and sales data
- 52Second-Order ResponseNon-transaction, customer feedback
- 53Persuasion Knowledge ModelConsumers develop knowledge about persuasion and use this knowledge to 'cope' with persuasive attempts
- 54Halo EffectPeople who rank high in one dimension are assumed to excel at other dimensions
- 55Two-Factor TheoryTwo separate psychological processes are operating when a person is repeatedly exposed to an ad
- 56Type of message appealsEmotional vs Rational Appeals
- 57Behavioural Influence PerspectiveWhen a person decides to buy something on impulse that is promoted as a 'surprise special' at the store
- 58Experiential PerspectiveConsumers buy based on totality of products appeal
- 59Prospect TheoryRisk differs when consumers face options involving gains versus those involving losses
- 60Zipf's LawOur tendency to refer a number one brand to the competition
- 61Consumption SituationDefined by contextual factors over and above characteristics of the person and the product
- 62Exchange TheoryEvery Interaction involves an exchange of value
- 63Expectancy of Disconfirmation ModelConsumers form beliefs of product quality based on prior performance
- 64Lateral CyclingAlready purchased products are sold to others or exchanged for still other things
- 653 ways Reference Groups Influence consumers?Informational
Utilitarian
Value expresive - 66Normative InfluenceHelps to set and enforce fundamental standards of conduct
- 67Comparative InfluenceDecisions about specific brands or activities are affected
- 68Social Comparison TheoryConsumers will often compare themselves to others in ways that increase the stability of ones self-evaluation
- 69Roles in Group Decision MakingInitiator - Identifies needs
Gate Keeper - Searches and controls info
Influencer - Uses power to sway their decision
Buyer - The purchaser (not necessarily the user)
User - The consumer/ user of the product - 70Two Step Flow of Model of InfluenceSmall group of influencers change opinions of many people
- 71Market MavenActively involved in transmitting marketplace information of all types
- 72Surrogative ConsumersHired to provide input into purchase decisions
- 73The Self Designating MethodMost Commonly used technique to identify opinion leaders
- 74Sociometric MethodsTrace communication patterns among group members
- 75Buzz MarketingRefers to activities undertaken by marketers to encourage consumers
- 76Three groups of consumersBrand Aspirational: On low incomes but obsessed with names like kitchenaid
Value-Price Shoppers: Who like low prices and cannot afford more
Price-Sensitive Affluent: Wealthier shoppers who love deals - 77Behavioural Economics/Economic PsychologyConcerned with the 'human' side of economic decisions
- 78Consumer ConfidenceExtent to which people are optimistic or pessimistic about the future health of the economy
- 79Social ClassIs determined by a complex set of variables that include income, family background, education and occupation
- 80Invidious DistinctionWe buy things to inspire envy in others through display of wealth/power
- 81Conspicuous ConsumptionPeople desire to provide prominent visible evidence of their ability to afford luxury goods
- 82How do we measure social class?- Index of status characteristics and the index of social position developed by August Hollingshead
-Blishen-socioeconomic index for occupants vs. coleman's approach - 83Problems with measure of social class-Trouble accounting for two-income families
-Increasing anonymity of our society
- Status crystallizations : impact of inconsistency on the self and social behaviour
-over-privileged vs. under-privileged conditions of social class
-traditional values of hierogamy
-Many women now contribute equally - 84Components of Social ClassOccupational Prestige: Some occupations are more respected
Income
Education - 85SubculturesA group whose members share beliefs and common experiences that set them apart from others
- 86MicroculturesBased on a Lifestyle or aesthetic preference
- 87Teen ConflictsAutonomy versus belonging
Rebellions versus conformity
Idealism versus pragmatism
Narcissism versus intimacy - 88Gen Z- 1999 - Current
-Accustomed to blurred gender roles
-considered digital natives - 89Gen Y-1986-1998
-Millennials
-26.5% of the Canadian Population - 90Three major factors that shape Y experienceEconomy
Globalization
Social Media - 91Generation X-Baby Busters
-6.5 Million
-Have changed the world with companies such as Google, YouTube and Amazon - 92Baby Boomers-1947 - 1966
-9.7 Million
-Control 77% of the worlds wealth - 93The Grey Market-Born Before 1965
- 94How are marketers targeting ethnic consumers-fostering inclusiveness
-'speaking' in their mother tongues - 95Aspects of CultureEcology: Adapt to habitat
Social Structure: Orderly Social Life
Ideology: Beliefs and relationship - 96Values that Differ across culturesPower Distance: Perceived differences in power when they form interpersonal relationships
Uncertainty Avoidance: Degree to which people feel threatened by ambiguous situations
Masculine vs Feminine: Degree to which gender roles exist
Individualism vs Collectivism: Welfare of individual vs that of the group
Long-Term Orientation: Focus on future rewards or values
Indulgence vs Restraint: society allows relative gratification - 97Crescive NormsCustoms: Norms handed down from the past that control basic behaviour
Mores: Custom with a strong moral overtone
Conventions: Norms regarding the conduct of everyday life - 98Ethic PerspectiveDevelop one approach for multiple homogenized markets
- 99Emic PerspectiveStress on variations across cultures
- 100CreolizationOccurs when foreign influences integrate with local meanings
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- Business/Economics Karteikarten am Consumer Behaviour, erstellt von Karlina Kaytor am 13/04/2017.
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- Karlina Kaytor
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