Flashcards
Consumer Behaviour Exam Revision
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- 1What is Consumer Behaviour ???The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs and desires
- 2Role TheoryIdentifies consumers as actors on the marketplace stage
- 3Is consumer behaviour an ongoing process?YES!!!!!
Not just a the exchange of goods or services - 4Consumer traits when acting on free will...Freedom: Consumers in control of their behaviour
Nurture: Forces in the environment influence consumer behaviour
Uniqueness: Consumers are unique and cannot be compared with other consumers
Proactive: Consumers act on their own initiative
Variation: Consumer behaviour/attitudes change significantly over time - 5Consumer traits when highly influenced...Determinism: behaviour is out of our control and is determined by external forces
Nature: consumers inherit characteristics that determine how they behave
Universality: consumers are similar
Reactive: consumers respond to stimulus from the outside world
Stability: consumer behaviour/attitudes are stable over time - 6What are the 3 phases of the Consumer Behaviour Process?1. Pre-consumption
2. Consumption
3. Post-consumption - 7What is Co-create Value?Consumers wish to co-create value though active involvement during the process
- 8What is crowdsourcing?Where consumers become involved in ventures such as fundraising, innovation and even manufacturing
- 9What are some consumption process issues?Refer to diagram
(week 1 p2) - 10What are the 4 types of relationships a person might have with a product?1. Self-concept attachment
2. Nostalgic attachment
3. Interdependence
4. Love - 11What are the 4 types of consumption activities?1. Consuming as experience
2. Consuming as integration
3. Consuming as classification (jersey)
4. Consuming as play (fun) - 12What does the Cognitive paradigm in CB involve?Cognitive = Information Processing
(Thoughts & Attitudes)
Regards CB as:
objective, rational and problem solving
High involvement consumers! - 13What does the Affective paradigm in CB involve?Affective = Experiential
(Emotions & Moods)
CB is the pursuit of subjective, emotional and symbolic consumption experiences - 14What does the Behavioural Approach paradigm in CB involve?= Reinforcement and Habit
CB is the result of unconscious drives which can be influenced by modifying environmental cues
(People are highly influenced) - 15What are the 3 types of consumer decisions?1. Extended problem solving
2. Limited problem solving
3. Habitual problem solving - 16What are the characteristics of Limited Problem Solving?* Low risk and involvement
* Little search
* Weakly held beliefs
* Non-compensatory strategy used
* Limited shopping time - 17What are the characteristics of Extended Problem Solving?* High risk and involvement
* Extensive search
* Strongly held beliefs
* Compensatory strategy used
* Many outlets shopped if needed - 18What are the stages in the Consumer Decision Process?1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Product choice
5. Outcomes - 19EKB Model of Consumer Decision Making: Problem RecognitionOccurs when a consumer perceives a significant difference between their current state and desired/ideal state
2 options:
1. Need recognition (when the actual state moves downward)
2. Opportunity recognition: the ideal state moves upwards - 20EKB Model of Consumer Decision Making: Information SearchTypes of information search:
* External info search (based on memory and past experiences)
* External info search (seek information from marketers, friends etc.) - 21What are the 5 types of perceived risk in the consumer decision making process?1. Monetary risk
2. Functional risk
3. Physical risk
4. Social risk
5. Psychological risk - 22EKB Model of Consumer Decision Making: Evaluation of AlternativesEvoked set: products already in the consumers memory
Inept set: products we would never consider - 23EKB Model of Consumer Decision Making: Product ChoiceHeuristics (Mental Shortcuts)
Shortcuts may include:
Product signal, higher price, country of origin, familiar brand names, inertia - 24EKB Model of Consumer Decision Making: Decision Rules What are they??Decision rules are processes used by consumers to make decision in different situations.
- 25What are the contextual effects on buying? (Issues related to purchase and post-purchase activities)Physical surroundings: Store image, atmospherics, retailing as theatre
Social surroundings: Co-consumers, density, crowding, types of consumers, emotional contagion
Temporal: Return-on-time
Antecedent states: pleasure & arousal, mood
Task definition: usage context that consumers find themselves in (buying for yourself or a gift)
Shopping orientation: Shopping can be performed for 2 reasons -
Utilitarian reasons: functional or tangible reasons
Hedonic reasons: pleasurable or intangible reasons. - 26Exchange TheoryEvery interaction involves an exchange of value.
Service personnel and customers may form relationships - 27What are post-purchase outcomes?1. Customer satisfaction
2. Perceived quality
3. Brand loyalty
4. Disposal - 28What is the Expectancy Disconfirmation Model?Consumers form beliefs about product performance based on prior experience with the product and/or communications about the product that imply a level of quality.
- 29What are 3 possible courses of action to show dissatisfaction?1. Voice response: appeal directly to the retailer for redress
2. Private response: express dissatisfaction about the store or product to friends or boycott the store
3. Third-Party response: take legal action against the merchant, register a complaint with Ombudsman, complain online - 30What are the customer expectation zones?* Zone of abandonment
* Zone of alteration
* Zone of accommodation - 31Without attitudinal loyalty, repurchase is...INERTIA!!!
- 32When will consumers dispose of a product?1. When the product has fulfilled its function
2. When it no longer fits with the consumers view of themselves - 33What are the 3 disposal options?1. Keep the item
2. Temporarily dispose of it
3. Permanently dispose of it - 34What are the 3 approaches suggested for marketing to achieve sustainability?1. Green marketing
2. Social marketing
3. Critical marketing - 35What is Lateral Cycling??Where already purchased objects are sold to others or exchanged for other things
- 36What is an underground economy?Secondary markets
SUCH AS EBAYYYY - 37What is motivation?The processes that lead people to behave as they do.
Occurs when a need arises that a consumer wishes to satisfy - 38What 2 types of needs are there?1. Utilitarian need - provides a functional or practical benefit
2. Hedonic need - an experiential need involving emotional responses or fantasies - 39What is a drive/need?The degree of arousal present due to a discrepancy between the consumers present state and some other ideal state
- 40What is a want?A manifestation of a need created by personal and cultural factors
- 41Motivation can be described in terms of:Strength - the pull it exerts on the consumer
Direction - the particular way the consumer attempts to reduce motivational tension - 42What is internal and extrinsic motivation?Internal motivation: to be motivated by the enjoyment of an activity without a further end-goal
Extrinsic motivation: motivated by external influences, or by a goal that is separate from ourselves - 43What is Drive Theory?Focuses on biological needs that produce unpleasant states of arousal (a grumbling stomach)
We are motivated to reduce tension causes by this arousal - 44What is Expectancy Theory?Behaviour is pulled by expectations of achieving desirable outcomes - positive incentives - rather than pushed from within
- 45What is Theory of Cognitive Dissonance?A state of tension occurs when beliefs or behaviours conflict with one another
Cognitive Dissonance Reduction: the process by which people are motivated to reduce tension between beliefs or behaviours and thus eliminate tension - 46What specific needs influence buying behaviour?* Need for achievement
* Need for affiliation
* Need for power
* Need for uniqueness - 47What is Self-Determination Theory (SDT)?An approach used to define the needs people seek to satisfy.
Three key concepts:
Autonomy: the need to be free and have control over choices
Competence: the need to be effective and have mastery
Relatedness: the need to be connected to others - 48What is Maslow's Hierarchy of Needs?A hierarchy of biogenic and psychographic needs that specifies certain levels of motives:
Physiological
Safety
Belongingness
Ego needs
Self-Actualisation - 49What are the levels of consumer involvement?A persons involvement is a continuum that ranges from disinterest to obsession.
* Inertia (low involvement consumption) - consumer lacks the motivation to consider alternatives
* Flow state (high involvement consumption) - consumer is truly involved with the product
* Cult products - command fierce consumer loyalty by consumers who are highly involved in the product - 50What strategies can be used to increase consumer involvement?- Appeal to consumers hedonic needs (use sensory appeals to generate attention)
- Use novel stimuli (unusual cinematography, sudden silences)
- Use prominent stimuli (larger ads, fast action, colour)
- Include celebrity endorsers - 51What does The Rokeach Value Survey measure?-Terminal values (desired end states)
&
- Instrumental values (actions needed to achieve terminal values) - 52What is the Perceptual Process?(Refer to diagram)
Sensory systems -> exposure -> attention -> interpretation -> consumer behaviour - 53What is Perception?The process by which people select, organise and interpret stimuli
- 54What is Experiential Marketing?Whereby marketers seek opportunities to connect with consumers by engaging in a sensory way and drawing on personal experiences.
- 55What are the 2 main Sensory Thresholds?1. Absolute Threshold - minimum amount of stimulation detected on a sensory channel
2. Differential Threshold - ability of a sensory system to detect changes/differences between two stimuli - 56What is Subliminal Perception?Occurs when the stimulus is below the level of the consumer's awareness
Has not been proven to work. - 57What are the Personal Selection Factors?Experience: the result of acquiring and processing stimulation over time
Perceptual Vigilance: consumers are aware of stimuli that relate to current needs
Perceptual Defence: people see what they want to
Adaptation: the degree to which consumers continue to notice a stimulus over time. Factors that lead to adaptation include:
*intensity
*duration
*discrimination
*exposure
*relevance - 58What is Cognitive Learning Theory?Cognitive Learning Theory stresses the importance of internal mental processes. This perspective views people as problem-solvers who actively use information from the world around them to master their environment
- 59What are the stages of Memory?1. Encoding - information entered in a recognisable way
2. Storage - knowledge integrated into what is already in memory and warehoused
3. Retrieval - the person accesses the desired information - 60What are the 3 memory systems?1. Sensory Memory: very temporary storage of information we receive from our senses
2. Short-term Memory
3. Long-term Memory - 61What is an attitude?A learned predisposition to respond or behave in a consistently favourable or unfavourable manner with respect to a given object.
a.k.a A general evaluation of people, objects, advertisements or issues - 62What 2 components make up an attitude?1. Emotion (feel) - the way the consumer feels about an attitude object
2. Cognition (learn) - the beliefs a consumer holds about an attitude object - 63Are attitudes transferable?YES!
We may transfer an existing attitude towards an "object" to another situation/object
i.e. "I love this, so I know I will like that" - 64Are attitudes consistent?YES!
- 65Do attitudes have direction and intensity?YES!
Direction: also known as valence. May be favourable or unfavourable.
Intensity: strength with which the consumer can hold an attitude. Confidence is the degree to which the consumer believes their attitude is 'right' - 66What is an attitude object? (Ao)Anything towards which one has an attitude
- 67Is an attitude long lasting?Generally!
An attitude is often lasting because it tends to endure over time, but not always.
Attitude strength determines whether an attitude is enduring or situational. Strong attitudes are resistant to change. - 68What is the Hierarchy of Effects?A model that explains the relationship between consumer feelings, thoughts and behaviours.
(refer to diagram - wk 6) - 69What is the Hierarchy of Effects made up of?The Standard Learning Hierarchy
(Learn-Feel-Do)
Consumer approaches a product decision as a problem-solving process, is highly involved in the purchase decision.
The Low-Involvement Hierarchy
(Learn-Do-Feel)
Consumer does not have a strong initial preference, consumer acts on limited knowledge and forms an evaluation only after product.
The Experiential Hierarchy
(Feel-Do-Learn)
Consumer acts on the basis of their emotional reactions - 70What is an Aad?An attitude towards an advertisement.
A predisposition to respond in a favourable or unfavourable manner to a particular advertising stimulus during a particular exposure occasion. - 71Whether to use an emotional or cognitive appeal depends on...* The nature of the product
and
* The consumers relationship with the product - 72What is the Consistency Principle?Consumers value harmony among their thoughts, feelings or behaviours and will seek consistency with other experiences.
- 73What are the 3 levels of commitment to an attitude?Compliance: an attitude is formed because it helps gain rewards or avoid punishment
Identification: an attitude is formed in order to conform to the behaviour of another person or group
Internalisation: highest involvement where attitudes are internalised and become part of the person value system. - 74How do marketers change attitudes?Through persuasion!!!
- 75How do marketers change the emotional component of attitudes?Through using humour and fear!
- 76Are all attitudes created equal???NOPPPE
- 77What is the Theory of Cognitive Dissonance?When a person is confronted with inconsistencies among attitudes and behaviours, they will take action to reduce the dissonance by changing an attitude or modifying a behaviour.
- 78What is Self-Perception Theory?States that people maintain consistency by inferring that we must have a positive attitude toward an object if we have bought or consumed it
(assuming a freely-made choice) - 79What is Social-Judgement Theory?Assumes that people assimilate new information about attitude objects in light of what they already know or feel
- 80What is Balance Theory?Considers relations between elements a person might perceive as belonging together.
- 81What are the five attitude models?1. Fishbein Model
2. Theory of Reasoned Action
3. Theory of Planned Behaviour
4. Model of Goal-Directed Behaviour
5. Theory of Trying - 82What do multi-attribute models assume?They assume a consumers attitude towards an attitude object will depend on the beliefs they have about several attributes of the object:
1. Attributes: characteristics of the attitude object
2. Beliefs: cognitions about the specific attitude object
3. Importance Weights: the relative priority of an attribute to the consumer. - 83What is the Theory of Planned Behaviour?Includes:
1. Attitude towards behaviour
2. The subjective norm (social pressure)
3. Perceived behavioural control (i.e. belief that you can control a situation and make changes) - 84What is a limitation of the Theory of Planned Behaviour?A limitation is the assumption that intentions and behaviours are driven by cognitive processes
(can also be driven by emotions) - 85What is Personal Identity and Social Identity?Personal: how we create ourselves as separate and unique (internally and ego driven)
Social: seek to affiliate with others and belong to a group - 86What is Self-Concept?The beliefs a person hold about his or her own attributes and how he or she evaluates these qualities.
Attribute dimensions: content, intensity, stability over time, and accuracy - 87What is Self-Esteem?Refers to the positivity of a person's self-concept.
- 88What is Social Comparison?A process by which consumers evaluate themselves bu comparing themselves with others (particularly comparisons with idealised images of people in advertising)
Downward Comparison: Compare yourself with someone worse off... - 89What is Self-Esteem Advertising?Attempts to change product attributes by stimulating positive feelings about the self.
- 90What is the Ideal Self?A persons conception of how they would like to be.
Partially molded by elements of a consumers culture. - 91What is the Actual Self?A persons realistic appraisal of the qualities they do and don't possess.
- 92Multiple Selves...Each of us has many selves and roles.
- 93What is the Looking-Glass Self?The process of imagining the reactions of others towards us.
- 94What is Self-Consciousness?A painful awareness of oneself magnified by the belief that others are watching intently.
- 95Self-image congruence models...Suggests products will be chosen when their attributes match some aspect of the self.
- 96The Extended Self...External objects that consumers consider a part of themselves.
Four levels of the Extended Self:
1. Individual Level: personal possessions
2. Family Level: residence and furnishings
3. Community Level: neighborhood or town
4. Group Level: social groups - 97What is Sex Identity?An important component of a consumer's self concept.
- 98Gender differences in socialisation...Society communicates is assumptions about the proper roles of men and women by stressing ideal behaviours for each gender.
Agentic goals (males): stress self assertion and mastery
Communal goals (females): stress affiliation and harmonious relations. - 99Sex roles and decision-making responsibility...Autonomic decision: when one family members chooses a product
Syncratic decision: when the family jointly makes a decision - 100Sex-typed products...Many products are sex-typed
They take on masculine or feminine attributes and are associated with one gender - 101What is Personality?A persons unique psychological makeup and how it consistently influences the way a person responds to his/her environment.
- 102Consumers behave in one of two ways...Psychodynamic approach: determined by genetics
Developmental approach: learned over time - 103What is Trait Theory?An approach to personality that focuses on the quantitative measurement of personality traits.
Personality Traits:
* Extroversion
* Introversion
Traits relevant to CB:
* Innovativeness
* Materialism
* Sef-consciousness
* Susceptibility to interpersonal influence
* Need for cognition
* Frugality - 104Are you an 'Innie' or an 'Outie' ??Extent to which a person is motivated to consume in order to fit in, in contrast to consuming to express a unique sense of self without concern for acceptance by a group.
* Inner-directed (stress individualism)
* Outer-directed (stress conformity) - 105What is brand personality?A set of traits people attribute to a product as if it were a person.
Personality dimensions used to compare brands:
*Sincerity
*Excitement
*Competence
*Ruggedness
*Sophistication - 106What is animism?The practice whereby inanimate objects are given qualities that make them somehow alive.
- 107What is a reference group?An actual or imaginary individual or group conceived of having significant relevance upon an individuals elevations, aspirations or behaviour.
- 108What 3 ways do reference groups influence consumers?1. Informational
2. Utilitarian
3. Value-expressive - 109Reference groups can influence consumers in different ways. Some may be high in....Normative influence: these groups help to set and enforce fundamental standards of conduct, such as family
Comparative influence: these groups affect decisions about specific activities, brands, products - e.g. a club may influence your choice of clothing - 110What two dimensions influence the importance of reference groups?Whether a purchase is consumed publicly or privately
AND
Whether it is a luxury or necessity - 111Reference groups can be....Large, formal organisational with a recognised structure
OR
Small, informal group of friends - 112What is a Brand Community?A set of consumers who share a set of social relationships based upon usage or interest in a product
(Brandfests) - 113What is a Consumer Tribe?A group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or product.
- 114What is Tribal Marketing?To link ones product to the needs of a group as a whole
- 115Aspirational Reference Groups Vs Membership Reference GroupsAspirational Reference Groups: Comprise idealised figures such as successful business people, athletes or performers.
Membership Reference Groups: Ordinary people whose consumption activities provide informational social influence. - 116What factors influence the likelihood of conformity?* Cultural pressures
* Fear of deviance
* Commitment
* Group unanimity, size, expertise
* Susceptibility to interpersonal conflict - 117What is Social Comparison Theory?Asserts that people look to the behaviour of others to increase the stability of their self-evaluation.
- 118The Family Consumer Group...Is defined as a consumer.
Family structures are changing.
Extended Family: consists of three generations living together and often included grandparents, aunts, cousins
Nuclear Family: a mother and a father and one or more children. - 119What are opinion leaders?People who are able to influence others attitudes or behaviours
- 120How influential is an Opinion Leader?Generalised Opinion Leader: somebody whose recommendations are sought for all types of purchases
Monomorphic: an expert in a limited field
Polymorphic: an expert in several fields - 121What are the different types of Opinion Leaders?Innovative Communicators: opinion leaders who are also early purchasers
Opinion seekers: more involved in a product category and actively search for info
Market Maven: describes people who are actively involved in transmitting marketplace information of all types
Surrogate Consumer: a person who is hired to provide input in purchase decisions and it usually compensated for their advice - 122How do you identify opinion leaders?Self-designation method: ask individuals whether they consider themselves opinion leaders
Sociometric methods: trace communication patterns - 123What is Word-of-Mouth Communication?Product information transmitted by individuals to individuals.
Tends to be perceived as more trustworthy than messages in traditional marketing channels - 124Negative Word-of-Mouth...Consumers weigh negative info from other consumers more heavily than they do positive comments
- 125What is Guerrilla Marketing?Promotional strategies that use unconventional locations and intensive WOM campaigns to push products
(Through the use of Brand Ambassadors) - 126What is Viral Marketing?Refers to the strategy of getting customers to sell a product on behalf of the company that creates it.
Is well suited to the internet. - 127Income shifts are driven by what 2 key factors?1. A shift in women's roles
2. Increases in educational attainment - 128Money can be equated with...* Success or failure
* Social acceptance
* Love
* Freedom - 129What is Social Class?Social class (the overall rank of people in society determined by income, occupation and lifestyle) has a profound impact on consumption choices.
- 130What is Occupational Prestige?The 'worth' of people based on what they do for a living.
We make assumptions about people based on this. - 131What 3 groups can consumers be divided into based on their attitude towards luxury?* Luxury is functional
* Luxury is a reward
* Luxury is indulgence - 132Status symbols...A major motivation for the purchase and display of products is to let others know we can afford them - as status symbols.
Status symbols do not have to be
luxury products. - 133What is Conspicuous Consumption?Refers to a desire to provide prominent, visible evidence of the ability to afford luxury goods.
- 134What is Invidious Distinction?To use products to inspire envy
- 135What is a Parody Display?To deliberately avoid status symbols in a form of conspicuous consumption
- 136What is Geodemography?Analytical techniques that combine data on consumer expenditure with geographic information about the areas in which people live (because people with similar needs and tastes also tend to live near one another)
- 137What are the different consumer age groups?Cognitive age: the age we perceive ourselves to be
Chronological age: the age that we actually are
Down-ageing: refers to the trend for older people acting and feeling younger than their age - 138What are Lifespan Theories?As people reach different stages in their life, they share common needs with people of a similar age.
Lifespan theories is one set of theories that explains these age-based changes. Changes can be:
* Physical
* Emotional
* Cognitive - 139Lifespan Theory 1. Erikson's Lifespan TheorySays there are eight stages based upon age occur in order without any being skipped
(Once resolved conflict in one stage, move onto the next) - 140Lifespan Theory 2. Levinson's Seasons of LifeSays there are five stages/eras
labelled as 'seasons'.
Each commences with a transition and ends with a stable stage. - 141What is an Age Cohort?Consists of people of similar ages who have undergone similar experiences. They share common memories about cultural heros and important historical events.
- 142Children as Decision Makers...Three distinct markets:
1. Primary market
2. Influence market
3. Future market - 143What is Consumer Socialisation?The process by which young people acquire skills, knowledge and attitudes relevant to their functioning in the marketplace.
2 primary socialisation sources are the family and the media! - 144The Teen Market...Teen Values, Conflicts and Desires
Autonomy vs Belonging
Rebellion vs Conformity
Idealism vs Pragmatism
Narcissism vs Intimacy - 145What is Culture?Culture is the accumulation of shared meanings, rituals, norms and traditions among the members of an organisation or society
- 146What is a Subculture?A subculture is a group whose members share beliefs and common experiences that set them apart from other members of a culture
- 147Is Culture thought of as society's personality?YES!
Contains abstract ideas - values, ethics
Contains material objects and services - 148What 3 theoretical frameworks explain cultural variation?1. Cultural Variation Theory - Triandis
2. Hofstede's Five Dimensions of Culture
3. GLOBE project - 149What are the dimensions of Hofstede's Dimensions of Culture?1. Power distance
2. Individualism
3. Masculinity
4. Uncertainty avoidance
5. Long-term orientation - 150What is an Ethnic Subculture?An ethnic subculture is a self-perpetuating group of consumers who are held together by common cultural or genetic ties
- 151Psychographic Segmentation...Groups consumers according to:
Activities, Interests, Opinions - 152What is a Lifestyle?A set of shared values or tastes exhibited by a group of consumers, especially as these are reflected in consumption patterns
- 153Is Culture static?No!
Culture is not static, it continually evolves. - 154Understanding the Culture of Consumption...Consumption choices cannot be understood without cultural context.
A consumer's culture determines the priorities attached to activities and products - 155What is a Myth?A story containing symbolic elements that represent the shared emotions and ideals of a culture.
Myths are often used in modern marketing - 156What is a Ritual?A set of multiple, symbolic behaviours that occur in a fixed sequence and that tend to be repeated periodically.
Rituals occur at a variety of levels and also change with the times. - 157What is Sacred Consumption?Involves objects and events that are 'set apart' from normal activities and are treated with some degree of respect or awe
e.g. sacred places, sacred people, sacred events - 158What is Profane Consumption?Involves consumer objects and events that are ordinary, everyday objects and events that do not share the 'specialness' of sacred ones
- 159From sacred to profane and back again...Desacralisation: some things formerly regarded as sacred have become profane
Sacralisation: some things formerly regarded as profane have become sacred
Objectification: occurs when we attribute sacred qualities to mundane items - 160What is Diffusion of Innovations? (Refer to Model)Refers to the process whereby a new product, service or idea spreads through a population.
Innovators
Early Adopters
Early Majority
Late Majority
Laggards - 161Diffusion of Consumer Culture...Culture tends to flow from stronger nations (wealthier, freer and more advanced) to weaker ones.
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- Flashcards on Consumer Behaviour Exam Revision, created by ellarie.chason on 03/06/2015.
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- ellarie.chason · Jun 2015
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- Jun 1, 2016
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