Flashcards
Topic 5 Shopping Behaviour
Cards in this deck (34)
- 1Explain the 3 Perspectives on Decision-MakingRational Perspective: Calm and careful integration of as much information as possible with current product knowledge.
Behavioural Influence Perspective: In conditions of low involvement, decisions are made from a learned response to environmental cues
Experiential Perspective: Selection can't be made in a rational manner in conditions of high involvement - 2Explain the differences between extended problem solving, limited problem solving and habitual decision makingYou should know this
- 3What is an antecedent state?How you feel before anything occurs. Includes:
Situational Factors
Usage Contexts
Time Pressure
Mood
Shopping Orientation - 4Explain the types of Situational EffectsBehavioural: Entertaining Friends
Perceptual: Being depressed/feeling pressed for time
Situational Self-Image: Who am I right now? With the gf or the lads? - 5What is the usage context?A strategy to position products which meet the specific needs arising from identified usage situations
- 6How can a purchase decision be influence by groups or the social setting in which it occurs?Co-Consumers (other patrons in a setting)
The experience of others can create a state of arousal
The density also plays a factor (amount of people occupying a space) - 7Explain the 4 Dimensions of TimeSocial: Individuals categorisation of time e.g. me time
Temporal: The relative significance individuals attach to past, present or future
Planning: Alludes to different time management styles (analytic to spontaneous)
Polychromic Orientation: One thing at a time vs multi-tasking - 8Would you care to explain the 5 metaphors of time dear chum?• Time is a pressure cooker
o Analytic in planning and monochromic in time styles
o Shop methodically and often feel under pressure and in conflict
• Time is a map
o Analytic planners with a future temporal orientation and a polychromic time style
o Often engage in extensive information search and in comparison shopping
• Time is a mirror
o Analytic planners with a polychromic orientation but a past temporal orientation
o Risk averse, loyal to products and services they know and trust
• Time is a river
o Spontaneous in planning orientation with a present temporal focus
o Go on unplanned, short and frequent impulsive shopping trips
• Time is feast
o Analytic planners who have a present temporal orientation
o View time as something to be consumed in pursuit of sensory pleasure and gratification
o Motivated by hedonic & variety seeking desires in consumption behaviour - 9Explain queuing theoryThe mathematical study of waiting times which impacts our evaluations of what we get at the end of the wait
- 10What are the Hedonic shopping motives?Anticipated Utility:
• Desire for innovative products, expectations of benefits or hedonistic states which will be provided by the product to be acquired
Role Enactment:
• Taking on the culturally prescribed roles regarding the conduct of shopping activity, such as careful product and price comparisons
Choice Optimisation:
• Desire to find the absolutely best buy
Negotiation:
• To seek economic advantages and sports-like pleasure through bargaining interactions
Affiliations:
• Shopping centres are a natural place to affiliate (shopping arcade = a central meeting place for teens)
Power & Authority:
• Entering a power game with sales personnel and maybe feeling superior to the personnel
• Consumers love the experience of being waited on – salespeople complement you.
Stimulation:
• Searching for new and interesting things offered in the marketplace – shopping just for fun. - 11What are the stages in the consumer decision making process?Problem recognition
Information Search
Evaluation of Alternatives
Product Choice
Outcomes - 12Explain the bounded rationality perspectiveWe rarely have enough resources so we happily settle for a good enough solution
- 13What is meant by mental accounting?It demonstrates the way we frame a problem, in terms of gains or losses, and how this influences our decision
- 14What is hyperopia?Far sighted vision. Describes people who are so obsessed with preparing for the future that they can't enjoy the present
- 15Explain the traditional endowment effectThe tendency to value more highly an item which is already in one's possession
- 16Explain prospect theoryProspect theory describes how people make choices. Utility is a function of gains and losses
- 17What are the evoked set?The alternatives that a consumer knows about. The ones they consider are their consideration set.
- 18What is the inept set? What is the inert set?The inept set are alternatives that the consumer is aware of but would not consider buying.
The inter set are those alternatives which are not under consideration at all - 19What is a knowledge structure?A set of beliefs and the way we organise these beliefs in our minds
- 20What are the strategic implications of product categorisation?Product Positioning
Identifying Competitors
Exemplar Products
Locating Products - 21What is neuromarketing?How your brain reacts to alternatives. It uses MRI to track blood flow as we perform tasks which can be used to measure consumer reactions to a stimulus
- 22Explain the long tail theoryCompanies no longer need to rely solely on big hits to find profits. They can make money if they sell small amounts to enough different people
- 23What is an intelligent agent?A sophisticated software programme which uses collaborative filtering technologies to learn from past user behaviour in order to recommend new purchases
- 24What is an electronic recommendation agent?A software tool that tries to understand a human decision maker's multi-attribute preference for a product category
- 25What is a brand advocate?Someone who provides a consumer review
- 26What is inertia?When we buy a brand out of habit merely because it requires less effort
- 27What are non-compensatory decision rules?Rules we use when we feel a product with a low standing on one attribute cannot compensate for this flaw by doing better on another attribute
- 28Explain the 3 non-compensatory decision rulesThe Lexicographic Rule: States a person selects the brand that is best on the most important attribute.
The elimination-by-aspects rule: Buyer evaluates brands on the most important attribute but imposes specific cut offs (e.g. must have a sleep timer)
The Conjunctive Rule: Decision maker establishes cut offs for each attribute, failure to meet any one cut off w - 29What are/explain the compensatory decision rules?Compensatory rules give a product a chance to make up for its shortcomings.
The Simple Additive Rule: Consumers choose the alternative that has the largest number of positive attributes
Weighted Additive Rule: Consumer considers the relative importance of positively rated attributes - 30What is Post-Purchase Satisfaction Affected By?Receptions of Product Quality
Satisfaction against prior expectations
Quality & product failure - 31Explain the role of marketing in decision makingSalesperson
Point of Purchase Displays
Servicescapes (retailing as theatre) - 32Explain the 5 servicescape StrategiesLandscape Themes: Rely upon associations with images of nature, earth, animals and the physical body.
Marketscape Themes: Build upon associations with man-made places
Cyberspace Themes: Built around images of information and comms tech.
Mindscape Themes: Draw upon abstract ideas and concepts, introspection and fantasy
A Being Space: Resembles a commercial living room - Starbucks - 33What is telepresence?The degree to which the consumer feels immersed in the virtual environment, the time spent there and the positive feelings generated
- 34What is bricolage?An indication of the interactive medium's possibilities for the consumer to be in control of the information gathered and used, leading to a higher degree of involvement and retention of the information
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- Flashcards on Topic 5 Shopping Behaviour, created by simonloose22 on 14/06/2015.
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