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Flashcards

Consumer Culture and Behaviour

Hollie Ferris Bsc Marketing English 77 cards

Cards in this deck (77)

  1. 1Consumer InsightAn interpretations of trends in human behaviours which aims to increase effectiveness of a product or service for the consumer, as well as increase sales for mutual benefit.
  2. 2Consumer Insights PyramidConsumer Insights : Sense Making
    Research Themes : Researching and sense making
    Data : Planning
  3. 3How to craft consumer insightsStep 1 - Defining a key consumer segment
    Step 2 - Setting the scene
    Step 3 - Digging deep
    Step 4 - Bringing insight to life
    Step 5 - Applying consumer insights
  4. 4Crafting Consumer Insights Step 1- Segmentation strategies to define market
    - Preliminary research based on secondary data
  5. 5Crafting Consumer Insights Step 2- Understand the socio-historic context
    > Trends > Subcultures > Society
    - Other markets, new ways of thinking
    - Competitive behaviour
  6. 6Crafting Consumer Insights Step 3- Understanding consumers as people
    > Dreams > Values > Lifestyle
    - Understand consumers everyday experiences
    > Ernst Dichter > ZMET
    - Understand consumers brand beliefs, attitudes and behaviours
    > TRA
  7. 7Crafting Consumer Insights Step 4- Dramatise the insights and present them simply
    > Consumer portraits > World of the consumer > Video diaries
    - Take people to see and experience themselves
  8. 8Crafting Consumer Insights Step 5- Producing a fresh, persuasive proposition that solves a problem for the consume
    > Creating marketing and advertising messages > Creating a new product or service
  9. 9Douglas and Isherwood (1996)We not only construct good psychically but also in terms of giving them meaning
    Commodities are a good thing
  10. 10Arnold, Price and Zinkhan (2005)Goods and services are media of interpersonal communication
    Social phenomena converting meaning that are shared by at least some others
  11. 11Loss of MeaningGlobalisation
    Semiotics
  12. 12GlobalisationCustomers cannot find enduring meaning in mass-market goods
    Problem of unsatisfactory meaning for marketers and customers
  13. 13SemioticsThe process of communication bu any type of sign
    > Letters
    > Symbols
    > Name
    > Images
  14. 14Components of motivation- Needs
    - Goals
  15. 15Drive Theory Sigmund FeudThe human psyche is divided into conscious and unconscious.
    The motivation for each state is unique to every individual. But focuses on biological needs.
  16. 16EgoConscious
  17. 17IdUnconscious
  18. 18SuperegoThe traditional ideas and values of society
  19. 19Expectancy TheoryBehaviour results from conscious choices amongst alternatives whose purpose is to maximise pleasure and minimise pain. Largely puller by exactions of achieving desirable outcomes. Motivation is based on perceived benefits.
  20. 20Type of Need UtilitarianA desire to achieve some fictional or practical benefit
  21. 21Type of Need HedonicAn experimental need, involving emotional responses or fantasies
  22. 22Type of Need BiogenicInnate, physiological need. People are born with certain elements necessary for life
  23. 23Type of Need PsychologicalEmotional or psychological needs. Acquired as we became members of society
  24. 24Maslow's HierarchyDifferent levels of needs, which are arranged in sequence from lower order needs to higher order need.
    S
    E
    B
    S
    P
  25. 25Self - Actualisation MaslowSelf - fulfilment, enriching achievements
  26. 26Ego Needs MaslowPrestige, status, accomplishment
  27. 27Belongingness MaslowLove, Friendship, Acceptance
  28. 28Safety MaslowSecurity, Shelter, Protection
  29. 29Physiological MaslowWater, Food, Sleep
  30. 30Issues with Maslow's theory> Many products fulfil many needs
    > People may forego lower order needs in favour of higher order needs
    > Culture bound
    > Implies that development is fixed
  31. 31What will effect what different people want to satisfy their needs?> Customer Experience
    > Background
    > Culture
  32. 32Motivational ConflictsSometimes what is wanted can include pain, inconvenience or hardworking
  33. 33Approach / Avoidance ConflictAttracted and repulsed by the same stimulus
    e.g. Nice dress but too expensive
  34. 34Approach / Approach ConflictForced to chose between between 2 desirable stimuli
    e.g. beach or ski holiday
  35. 35Avoidance / Avoidance ConflictForced to choose between 2 undesirable stimuli
    e.g. dental work or toothache
  36. 36Consistency Theories- Balance Theory
    - Congruency Theory
    - Cognitive Dissonance
  37. 37Cognitive Consistency Theory1. People expect consistency
    2. Inconsistencies create sate of dissonance
    3. Dissonance drive us to restore consistency
  38. 38Festinger's Cognitive Dissonance ( 1957 )- Have an inner drive to hold all attitudes and beliefs in harmony
    - Inner systems all support one another and also supported by external evidence, we are then comfortable.
    - Discomfort occurs when things fall out of alignment
  39. 39Causes of Cognitive Dissonance- When making decisions between two Wally desirable options
    - Performing behaviour that is inconsistent with pre-exsisting attitudes
    - When behaviour is inconsistent between 2 behaviours
    - Consequences are significant
  40. 40How to use Cognitive Dissonance in adverting- Reducing post purchase CD
    - Creating perceived choice
    - Creating optimal level of incentives
  41. 41Fishbein's Attitude Model- Customer attitude towards a particular behaviour
    - Beliefs that this object has certain attributes
    - Subjective evaluation of this attributes and positive outcome, benefit for acquiring the object.
  42. 42Ao = E biei ( E is substitute for mathematic symbol )A0 = Persons overall attitude
    Bi = Belief strength
    Ei = Evaluation score
  43. 43Ajzen and Fishbein's Theory of Reasoned Action _TRA_ ( 1967 )Person's belief behaviour lead to certain consequences leads to attitude towards behaviour
    +
    Person's perceptions of other peoples thoughts on behaviour + Subjective Norm
    =
    Behavioural intention
  44. 44BI = AB + SNBI = Behavioural Intention
    AB = Persons attitude toward behaviour
    SN = Subjective Norm of behaviour
  45. 45k SN = E bimi i =1 ( E is substitute for mathematic symbol )Sn = Individual's Subjective Norm
    Bi = Normative belief of reference group thoughts on behaviour
    Mi = Motivation to comply with the thoughts of referent
    K = Number of relevant beliefs for that person
  46. 46Strengths of TRA- Small number of constructs used to predict behaviour, clear conceptualism of behavioural elements
    - Applicability to a wide range of behaviours, validation bu numerous studies
  47. 47Limitations of TRA- Apply only to behaviours under volitional control
    - Narrow definition of normative belief and social pressure
    - No direct reference to external factors
  48. 48ZMET Zaltman Metaphor Elicitation Technique ( 1997 )A process that combines several qualitative methods of interviewing mainly from the realm of psychology.
  49. 49ZMET Methods- Photo Therapy
    - Art Therapy
    - Repertory Grids
    - Laddering Techniques
    - Storytelling
  50. 50ZMET Interview Process1. Storytelling
    2. Missed Mages
    3. Sorting
    4. Construct Elicitation
    5. Metaphor Elaboration
    6. Sensory Images
    7. Vignette
    8. Digital Image
  51. 51Storytelling ZMETParticipant is asked to describe the salient content of each picture they bring to the interview
  52. 52Missed Mages ZMETParticipant is asked to describe picture they wanted to find but could not
  53. 53Sorting ZMETParticipant is asked to sort images into meaningful sets.
  54. 54Construct ElicitationModified from the Kelly Repertory Grid. Asked to randomly select 3 images and describe how 2 are similar but different from the third.
  55. 55Metaphor ElaborationInterviewer selects serval pictures and asks participant to expand the picture and explain what would enter the picture and reinforce what it means.
  56. 56Sensory ImagesParticipant is asked to use non visual sense to convey what is and is not representative of the concept being explored
  57. 57The VignetteParticipant is asked to image a short movie that describes their thoughts and feelings about the topic
  58. 58The Digital ImageThe participant creates a summary image or montage that expresses the topic under study
  59. 59Issues with ZMET- Collection of pictures may not be relevant
    - Time Constraints
    - Mood of participant
    - Face to face reliance
    - Creative engagment
  60. 60Triple Bottom LineProfit
    Planet
    Price
  61. 61Profit TBLProducing goods and services creates work and is a source of income. Goal for organisation and means survival
  62. 62Planet TBLLink between producing and using the natural environment.
  63. 63People TBLMinimising negative consequences and maximising positive consequences.
  64. 64Marketing Metaphoria Zaltman & Zaltman ( 2010 )From thousands of one to one interviews in more than 30 countries, they describe how successful businesses have used deep metaphors to solve a wide variety of marketing problems. Everything consumers think and do is influenced at unconscious levels. There are 7 main ones
  65. 65Marketing Metaphoria MetaphorsBalance
    Transformation
    Journey
    Container
    Connection
    Resource
    Control
  66. 66Balance MMMEquilibrium, adjustment, maintaining / offsetting forces, things as they should be.
  67. 67Transformation MMMDevelopment, changing status, direction, life changes, growth, metamorphism, role play
  68. 68Journey MMMTime, use of travel language
  69. 69Container MMMBoundaries, Contents, Within/outside, feelings of security, storage, memories
  70. 70Connection MMMBelonging, exclusion, identify with, drawn to, ownership
  71. 71Resources MMMProviding support, lifeblood, inputs/outputs, creation, knowledge
  72. 72Control MMMPower, self/others, peace/chaos, natural forces, social norms
  73. 73Ernest Dicther ( 1986 )Dicther believed the there was a therapeutic factions to goods, properly marketed he thought, consumer goods would help people grow in self awareness and self-esteem.
    A researcher can establish what the real motives for consumer behaviour were.
  74. 74What are the Ditcher motivates?Conscious Motives
    Accessible Motives
    Unconscious Motives
  75. 75Conscious Motives DitcherStrategy of Desire ( 1960 )
    Motivation as composite factors that result in a specific actions intended to change an existing situation to desirable.
    Motivation results from tension, more strongly felt the more compelled to address
  76. 76Accessible Motives DictherMotives that they are aware of, but they do not want to share with the researcher.
  77. 77Unconscious Motives DictherMotives that the consumer is not aware of.

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Bsc Marketing (Level 4) Flashcards on Consumer Culture and Behaviour, created by Hollie Ferris on 11/01/2018.
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Hollie Ferris
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