Flashcards
Consumer Psychology Basics
Cards in this deck (38)
- 1Consumer Behaviour“The processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon, 2017, p. 573)
- 2Motivation"the inner reasons or driving forces behind human actions that drive consumers to address real needs" (Babin and Harris, 2015).
- 34 NeedsUniqueness, power, affiliation and acheivement (Solomon, 2017)
- 4Perceptions“process by which sensations are selected, organised and interpreted” (Solomon 2004, p. 49)
- 5Social identity theoryeach of us has several selves that relate to groups (Solomon et al., 2016)
- 6Loyalty Components and ClassificationsAttitudinal and Behavioural Components (Evans et al., 2009)
Undivided, divided (multiple brands, unstable (shifting between brands), no loyalty (Evans et al., 2009) - 7Loyalty Segments(Dick and Basu, 1994)
Spurious loyalty; not purchasing because attitude
Latent loyalty; other factors stronger than attitudinal e.g. social influence or situational factors - 8Loyalty Segments
- 9Reference Groups“an actual or imaginary individual or group used as a basis for comparison when forming beliefs, attitudes and behaviours.” (Solomon et al., 2016)
- 10Reference Group Influences(Park and Lessig, 1977):
Informational – info from opinion leaders
Utilitarian – response to group expectations
Value-expressive - 11Reference Group Model (Bearden and Etzel, 1982)
- 12Conformitya change in beliefs or actions as a reaction to real or imagined group pressure. (Solomon et al., 2016)
- 13Normsas informal rules that govern behaviour, and can be social or cultural (Goldstein et al., 2008)
- 14Culture“collective programming of the mind which distinguishes the members of one human group to another” (Hofstede, 1980)
- 15Drive theorybehaviour is being pushed from within, biological desire for homeostasis (Solomon et al., 2016)
- 16Expectancy Theorybehaviour is largely pulled by expectations of achieving desirable, positive outcomes, or cognitive needs (Solomon et al., 2016)
- 17Maslow's Hierarchy of Needs
- 18Critique of MaslowToo focused on Western culture (Keegan and Green, 2015)
- 19Hierarchy of Needs
- 20The Self-Conceptthe totality of the thoughts/beliefs that an individual has about themselves, and is divided into an inner (private) and outer (public) self (Szmigin and Piacentini, 2015)
- 21Self-Congruitythe extent to which product image and self-concept are compatible (Szmigin and Piacentini, 2015)
- 22Self-Esteemthe positivity of a person’s self-concept (Solomon, 2017)
- 23dramaturgical perspectivewe each play different roles at different times (Solomon, 2017) – depending on the situation, we act differently and consume differently
- 24A Consumer“someone who uses, consumes and/or enjoys the benefit of a product/service” (Sethna & Blythe, 2016, p. 6).
- 25Social Media“group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content” (Kaplan & Haenlein, 2010, p. 61).
- 26How has social media changed the comms environment?Social media is changing the way people interact and communicate with each other and with brands (Kaplan and Haenlein, 2010)
Social media has seen a large growth in the power of consumers in their relationships with brands (Hansen et al., 2018) - 27Changing role of consumersThe advent of social media has seen consumers shift from passive receivers to active co-creators of content (Luxton et al., 2015), growth in UGC (Audrezet et al., 2019)
- 28Impact and Engagement of content on Social MediaFGC has a stronger impact than UGC on purchase intent (Colicev et al., 2018)
Promotion is less effective on social media, but FGC geared towards entertainment encourages interaction (Zhang and Hsin Lin, 2015)
Information is not a central driver of consumer engagement with brands on social media, so should receive less focus (Voorveld, 2018) - 29Social Media Influencers“represent a new type of independent third-party endorser who shape audience attitudes through blogs, tweets, and the use of other social media” (Freberg et al., 2011, p. 90).
- 30Consumers & InfluencersConsumers perceive individuals with large followings as more attractive and trustworthy in line with source credibility theory (Djafarova and Rushworth, 2017)
- 31Brand Personality“the set of human characteristics associated with a brand” (Aaker, 1997 p.349)
5 traits: competence, excitement, ruggedness, sincerity and sophistication - 32Symbolic Self-Completion TheoryIndividuals with an incomplete self-definition tend to complete their identity when they acquire and display symbols associated with their desired image (Solomon, 2017)
- 33Symbolic Interactionismrelationships with other people play a large part to form the self (Solomon, 2017)
Consumers will engage with brands for symbolic construction of their self - 34Social Selfhow consumers perceive they are seen by others (Szmigin and Piacentini, 2015)
- 35Digital Selfself-image created by the content that individual’s post on their social media profiles (Solomon, 2017)
- 36Brand Communitiessecondary reference groups that develop relationships based on shared interests and product usage (Smzigin and Piacentini, 2015)
- 37Primingchanging someone’s behaviour outside of their conscious awareness (Szmigin and Piacentini, 2015)
- 38Decision-Making Process1. Problem Recognition
2. Information Search
3. Evaluation of Alternatives (evoked set - set of alternatives compared)
4. Purchase
5. Post-Purchase Evaluation
(Solomon et al., 2016)
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- Business/Economics Flashcards on Consumer Psychology Basics, created by Harry Carrington on 10/05/2019.
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- Harry Carrington
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