Flashcards
Key influences on consumer behaviour
Cards in this deck (9)
- 1Factors affecting a consumers choice?
- 2How does consumer mood play a role and how can this be affected?Two dimensions – pleasure and arousal, determine if a shopper will react positively or negatively to a consumption environment.
- Moods can be affected by store design, the weather or other factors specific to the consumer (such as music). - 3What are the situational factors?A consumption situation is defined by factors over and above the characteristics of the person and of the product that influence the buying and/or using of products and services.
Situational effects can be behavioural (e.g. entertaining friends).
Situational effects can be perceptual (e.g. being depressed or feeling pressed for time). - 4What are the temporal factors?Time is a psychological variable. Time is important for marketers to understand, because we're more likely to be in a consuming mood at some times than others.
Time is an economic variable; it's a resource that must be divided among activities. Time poverty is when you lack it due to priorities - 5What are the consumer behaviour categories?- The economic shopper: rational, goal-oriented shopper who's primarily interested in maximising the value of their money.
- The personalised shopper: a shopper who forms strong attachments to store personnel (‘I shop where they know my name’).
- The ethical shopper: a shopper who likes to help out the underdog and will support locally owned stores.
- The apathetic shopper: one who doesn't like to shop & sees it as a necessary unpleasant chore.
- The recreational shopper: a person who views shopping a fun, social activity & a way to spend leisure time. - 6What are the type of scapes?Servicescapes: retail theming
- Landscape: themes rely upon associations with images of nature, earth, animals physical body.
- Marketscape: themes build upon associations with man-made places.
- Cyberspace: themes are built around images of IT
- Mindscape: themes draw upon abstract ideas and concepts. - 7How does product disposal work for consumers?We form strong attachments to some products, it can be painful to dispose of things.
Our possessions anchor our identities; our past lives on in our things.
We acquire a new product even though the old one still functions. Why to replace an item: desire for new features, change in the individual’s environment or change in the person’s role or self-image. - 8The factors playing on consumer attention?Perceptual selectivity: occurs when people attend to only a small portion of the stimuli that they are exposed to.
Perceptual selection factors are:
- Experience: the result of acquiring and processing stimulation over time.
- Perceptual filters: past experiences and beliefs influence what consumers decide to process.
- Perceptual vigilance: consumers are more likely to be aware of stimuli that relate to their current needs.
- Perceptual defence: the opposite of perceptual vigilance, consumers choosing what they don’t want to see. - 9How does interpretation work for consumer behaviour?Interpretation refers to the meaning that we assign to sensory stimuli. Which is unique to individuals. Schema is used to interpret and so marketers are careful for what yes invoke the correct schema.
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- BSC Consumer behaviour Flashcards on Key influences on consumer behaviour, created by clint k on 20/01/2020.
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- clint k
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