Flashcards
Consumer Behaviour
Cards in this deck (32)
- 1Principles in AttributionSingle Observation:
Discounting Augmentation
Multiple Observation: Judge Covariation -
Distinctiveness,
Consistency,
Consensus - 2Attributional FactorsLOCUS OF CONTROL - (Internal vs. External) Fundamental attribution error, Self-serving bias
STABILITY - We prefer temporal causes (unstable) for negative things, and permanent causes (stable) for positive things
CONTROLLABILITY Causes that can be controlled are preferred over those that are beyond our control. - 3Satisfaction - Loyalty
- 4Brand Relationships
- 5Brand Personality
- 6Dissatisfaction
- 7Determinants of Complaining Behavior
- 8Mental AccountingProcess whereby people code, categorize and evaluate economic outcomes. People may have multiple mental accounts for the same kind of resource
- 9Rational Choice TheoryPeople maximize benefits and minimize costs. People compare the potential (positive and negative) outcomes of all considered actions provided their probabilities, and choose an action that yields maximum utility or value.
- 10AssumptionsFull information, Complete and transitive preferences, Processing capacity and positive outcomes balance negative outcomes
- 11Choosing - TED TALKParadox of Choice: Choice causes paralysis instead of freedom (difficult to choose), even if you overcome paralysis - we end up less satisfied because: 1. Regret Choices, Imagine that Alternative is better, 2. Missed Opportunities (Opportunity Costs), 3. Escalation off Expectations which rise with options (No Surprises, Perfectionism), 4. Self-Blame
Attribution: Whose fault is it ? Always YOU because you made a bad choice - Blame themselves - you could have done better
MAGICAL AMOUNT OF CHOICE, Secret to happiness - Low expectations - Choices makes us WORSE OFF (Fishbowl) - 12ChoosingChoice overload might seem at first sight appealing to customers
Bu then it can become ambiguous and turn consumer away, often we just will not buy anything when there are too many choices - 13Motivation Goals for MarketersAny product or brand can be positioned as means to achieve different goals, develop products or brands that fulfill old goals more effectively and new goals, don't remove crucial goals, develop products that help consumers manage conflict goals (Approach avoidance)
- 14Self Concept=Repository of consumer goals, mirror image of personality = Knowledge Structure, Self- Concept is malleable, Ideal, Actual and Ought Self, IMAGE Congruity = self image directs purchases towards products that are congruent with our self image
- 15Self-Concept Principles Image Congruity1. Products are Symbols, 2. People acquire and display products that help them to build and express their self concepts, 3. People prefer products whose image is congruent with an aspect of their self-image
- 16Self Concept- Self Esteem1. People have a need to maintain a positive self-esteem, 2. When Self esteem is threatened, they engage in responses to restore self esteem, 3. people use products as a means to restore their self esteem - COMPENSATORY CONSUMPTION
- 17Dilution EffectDecreased perception of instrumentality of multifinal means with respect to each goal.
- 18Bottom-up vs. Top DownBottom-up processing is driven by the properties of the stimulus.
Top-down processing is driven by the context and individuals’ characteristics (their goals, beliefs etc.). - 19AttentionDeterminants of attention:
Congruency with affective state
Involvement (situational or enduring)
Novelty and unexpectedness
Environmental prominence: vividness (movement, color, size) - 20InterpretationDeterminants of interpretation, Factors that impact perception:
Stimulus
Context
Consumer factors (e.g., knowledge, beliefs, motivational states) - 21Stimulus related factors (Biases)Psychophysics
Perceptual (absolute) threshold
JND (just noticeable difference)
Webers Law
Visual Perception -people focus on longest dimension to estimate size differences - 22Stimulus related factorsShape: Elongation Bias
Size: People underestimate size changes - Psychophysics
Size and Shape: Underestimation is even greater in 3D - 23Diminishing Marginal UtilityConsumers derive less utility for each additional unit of consumption,
A psychological generalization that the perceived value of, or satisfaction gained from, a good to a consumer declines with each additional unit acquired or consumed.
Even the most delicious food, for example, will appeal less and less to its consumer when he or she has had enough, and if consumption continues, sickness (disutility) will result. Consumers deal with this phenomenon by consuming a variety of goods rather than lots of one good.
Meaningful differences in how people process information, dependent on knowledge one can perceive a higher utility. - 24ContextConstructivist perception of the context: used to resolve ambiguous stimuli.
Gestalt Laws: Proximity,... Figure and Ground - 25Results from ContextGestalt: Register and Encode Stimuli as an overall configuration - Marketers: Consumers sometimes have an overall impression of the brand, or of the ad Figure and Ground: In any visual sth is background (ground) and sth is focal object (figure) - Marketers: Have to make sure that your product and message remains the figure
Closure: Suggests that consumers have a natural tendency to complete a partial stimulus - Active participation makes the brand name or tagline more memorable - 26Learning Knowledge AccessibilityKnowledge accessibility depends on:
– Frequency of concept activation
– Recency of concept activation
– Strength of associations
– Number of associations
Knowledge accessibility influences:
– Perception
– Evaluation
– Retrieval (Encoding) - 27Functions of AttitudesIn order to change attitudes marketers must understand the deeper purpose they serve
1. Utilitarian - object serves some utility
2. Value Expressive - object expresses one’s value
3. Knowledge - object reduces uncertainty, gives us the comfort of knowing
4. Ego-Defense - object helps us protect our ego - 28Modeling AttitudesABC Model - Think, Feel and Do influence one another and the consumer tries to maintain them in harmony, Cognitive, Affective, Conative Route to persuasion
- 29Western CulturesIndividualism
Freedom
Merit, competitiveness, accomplishment
Materialism
Change and progress
Equality of opportunity - 30Eastern CulturesCollective identity
Inner harmony
Respect for tradition
Respect for hierarchy
Particularism
Consensus - 31Indic. CollectIndependent self-construal (individualist culture) - Most motivated when choice is made by self. - Promotion Goals
Interdependent self-construal (collectivist culture) - Most motivated when choice is made by a significant other. - Prevention Goals - 32Decision Process
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- Flashcards on Consumer Behaviour, created by Neusser Meppi on 19/10/2016.
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- Neusser Meppi
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