Flashcards
Consumer behavior: biases, nudges and research methods
Flashcards do conjunto (111)
- 1Lecture 1Lecture 1
- 2What is consumer behavior?o Consumer Behavior involves products, services, activities and ideas
o Comsumer Behavior can involve many people
o Consumer Behavior involves more than buying:
It looks at the processes that have to do with the selection, acquisition, usage and disposal of products - 3Importance of Consumer Behavior for Marketingo Customers point of view
o Users point of view
o Understand the needs and wants of customers:
Physiological needs (e.g., air, food...)
Social needs (e.g., love, friendship…)
Symbolic needs (e.g., wearing designer brands)
Hedonic needs (e.g., luxury watches, flowers…)
Cognitive needs (e.g., knowledge, curiosity…)
Experiential needs (e.g., experiencing sth. New) - 4Name Marketing applications of consumer researcho A. Customer-oriented strategy
o Customer Profiling
o Personas
o B. Selecting the target market & positioning
o C. Making strategic & tactical marketing decisions - 5Define Customer-oriented strategy Segmenting the market
Assessing the profitability of each segment
Understanding the characteristics of consumers in each segment
Assessing the level of satisfaction with existing offerings - 6Define Customer profiling Customer profiling is a way to create a portrait of the customers to help make service design decisions.
Customers are broken down into groups of customers sharing similar goals and characteristics.
Each group is given a representative, with a photo, name and description. - 7Define Personas Personas are fictional characters which we create based upon research data in order to represent the different user types
Personas can humanize complex data
They help give user experience design teams a consistent focus and target. - 8Define the Selection of the target market & positioning Determining the most viable targets
Understanding how competitive offerings are positioned
Determining how our offering should be positioned
Understanding when our offering should be repositioned - 9How to make strategic & tactical marketing decision Deciding on product features
Deciding on pricing strategy, changes in prices, and pricing tactics
Determining promotion objectives and tactics, content, media and campaigns
Deciding on type of outlets & their design and aesthetics - 10Lecture 2Understanding the sense of persuasion and pre-suasion
- 11What is persuasion / pre-suasion?o The context, within which a decision is made, has a significant impact on the decision.
o What is being said right before a persuasive message is communicated influences the power of the message - 12What is Behavioral Economics?o The homo economicus (rational profit-maximization oriented decision maker) fallacy
o People do not have fixed preferences; preferences are in fact rather fluid
o People are strongly influenced by the order in which they see options and what happened right before they made a choice
o Trust is a product of brain chemistry - 13Define the Predictable irrational decision makero Bounded rationality
o Predictability of irrationality
o Cognitive biases - 14Name all the cognitive biaseso Anchoring bias
o Availability heuristic bias
o Bandwagon bias
o Choice supportive bias
o Confirmation bias
o Ostrich bias
o Outcome bias
o Overconfidence
Placebo bias
o Survivorship bias
o Selective perception bias
o Blind spot bias - 15Define Anchoring Bias the very first information we receive has tremendous impact on our brain
- 16Define Availability Heuristic bias people do not make decisions on facts and statistics, but on news and the most available and prevalent information and stories
- 17Define the Bandwagon bias people do what the rest of the world does without thinking (the groupthink effect)
- 18Define Choice supportive bias people tend to seek and hold on to information that justifies their choices, ignoring the faults of their choice and noticing the advantages («if I chose it, it must be good»)
- 19Define Confirmation bias we tend to listen and pay attention to information that confirms what we already know or even interpret it this way
- 20Define Ostrich bias the subconscious decision to ignore negative information, thinking that problems will be solved by ignoring them.
- 21Define Outcome bias we tend to judge the efficacy of a decision primarily by how things turn out, not examining the conditions that existed at the time of the decision
- 22Define Overconfidence making decisions based on your opinion and not on facts, because you have been correct so many times in the past (gambler’s fallacy)
- 23Define Placebo bias when you believe something will have a certain effect on you, then it will actually cause that effect (positive people have positive lives, mindpower)
- 24Define Survivorship bias judging something based on the surviving information (quit college to be the person to create the next Facebook-like phenomenon)
- 25Define Selective perception bias causes people to perceive messages and actions according to their frame of reference (people overlook and forget contrary information)
- 26Define Blind spot bias you do not understand your own biases («the bias bias»)
- 27Why are all these biases important?o Incorporating these findings into models of decision making and consumer behavior should improve their power to predict everything from which loans people choose to which degrees and universities they apply for.
o How can consumers and decision makers in general be lured away from bad choices and towards good ones? - 28Lecture 3Understanding the predictability irrational consumer
- 29What is the Power of Nudges?o Nudge is any aspect of the choice architecture that alters people's behavior in a predictable way without forbidding any options or significantly changing their economic incentives
o To count as a mere nudge, the intervention must be easy and cheap to avoid
o Nudges are not mandates
o Putting fruit at eye level counts as a nudge, banning junk food does not.
o Nudge’s argument is that as policymakers go about their jobs – whether regulating the mortgage industry or organizing food in school cafeterias – they should design programs that give people choices but also invisibly lead them away from bad ones - 30Explain the Science of Choiceo A choice architect has the responsibility and the power to organize the context in which people make decisions
o There is no such thing as a neutral design
o If you are a doctor and you must describe the alternative treatments available to a patient, you are a choice architect. If you design the form that new employees fill out to enroll in the company health care plan, you are a choice architect. If you are a parent, describing possible educational options to your son and daughter, you are a choice architect. If you are a salesperson, you are a choice architect.
o Small and apparently insignificant details have major impacts on people’s behavior - 31Name the 6 Choice Architecture toolso Defaults (Paading the path of least resistance, e.g., from opt-in to opt-out default rule on state parks when renweing the license plate)
o Feedback (e.g., cameras give feedback by providing a click sound after taking a photo)
o Incentives
o Error Expectancy (e.g., your car makes a noise if you are leaving the car while your lights are still enlighted)
o Mapping (From choice to welfare, e.g., when cameras are advertised by their megapixels without explaining the customer the benefits of this)
o Structuring Complex Choices (Compensatory strategy like 'big office can compensate loud neighbour'; Elimination by aspects is when you choose after exact criteria) - 32Lecture 4Consumer Research & Marketing Applications
- 33What is Consumer Research?o Ad hoc or continuous process of gathering, interpreting and reporting information to help marketers take advantage of marketing opportunities
o Function which links the consumer and public to the marketer through information
o Information is used to identify marketing opportunities and problems, generate and refine marketing actions and monitor marketing performance - 34What is the Importance of Consumer Research?o “The researcher’s greater challenge is not just generating data, but in creating a vision from that data”
o «If I had asked customers what they wanted, they would have said faster horses», Henry Ford - 35Name the different Consumer Research Methods!o Surveys
o Focus groups
o Interviews
o Experiments
o Field experiments
o Diaries
o Observation
o Ethnography
o Behavioral Data/Big Data
o Neuro data (consumer neuroscience) - 36Describe the method “Survey”o Generalizability
o Breadth
o Validity & reliability
o Sample selection critical
o Research instrument development critical
o Questionnaire length critical - 37Describe the method “Experiments”o Lab experiments
o Field experiments
o Dependent/independent variables
o Careful control of the conditions to ensure we actually do measure the effect of an independent variable on a dependent variable
Example 1: Relaxing vs upbeat music
Example 2: menthol vs vanilla scent - 38Describe the method “Focus groups”o Qualitative research method that enables us to delve deeper into the motives of behavior
o 1-3 hours duration, 4-12 participants
o Also known as the group interview
o Group dynamics powerful and very interesting
o Moderator’s role: critical and difficult
o Selection of participants crucial - 39Describe the method “Observation”o Online observation
o Offline observation
o Participant observation
o Unobtrusive observation
o Contextual interviewing: bringing together the power of observation & interviewing
o Observation vs opinion research - 40What is Mystery Shopping?o Monitoring the customer service process through the customers’ eyes
o Scenario-based to assess customer experience under different circumstances and conditions - 41The Promise of Big Data / The Use of Consumer Behavioral Datao Extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions
o REVIEW:
A. Developing a customer-oriented Strategy
Customer profiling
Personas
B. Selecting the target market & positioning
Brand taglines
C. Making strategic & tactical marketing decisions
Golden circle principle of decision making (WHY? HOW? WHAT?) - 42Lecture 5Mapping the overall Customer Experience
- 43Describe Consumer Behavior as a Processo Problem/Need recognition
o Information Search
o Evaluation of alternatives
o Outcome/choice
o Post-acquisition stage - 44Name the types of consumer decisionso Extended problem-solving
o Limited problem-solving
o Habitual decision-making
o High involvement - low involvement decisions
o Involvement is the subjective importance of a purchase to the consumer:
Consumers are highly involved with some purchases and less involved with others - 45What are the Types of buying decision behavior
- 46Which Issues at different stages of the consumption process can occur? Pre-Purchase Issues How does a consumer decide that s/he needs a product?
What are the best sources of information?
• How are consumer attitudes towards products formed/ changed?
• What cues do consumers use to infer which products are superior to others? - 47Which Issues at different stages of the consumption process can occur? Purchase Issues Is acquiring a product a stressful or a pleasant experience?
What does the purchase say about the consumer?
• How do situational factors, such as time pressure or store displays, affect the purchase decision? - 48Which Issues at different stages of the consumption process can occur? Post-Purchase Issues Does the product provide pleasure or perform its intended function?
How is the product eventually disposed of, and what are the environmental consequences of this act?
• What determines whether a consumer will be satisfied with a product and whether s/he will buy it again?
• Does this person tell others about the experience and affect their purchasing - 49Describe Customer Experience (CX) / User Experience (UX)o CX/UX, is the customers’ holistic perception of their experience with a business or a brand
o It is the result of every interaction a customer has with the business, from navigating the website to talking to customer service and receiving the product/service
o Customer experience is the sum of the entire customer journey with a business
o To achieve customer satisfaction we need to optimize the customer experience - 50Name the Elements of Customer Journey mappingo Persona
o Timeline
o Customer experience stages
o Touchpoints
o Customer thoughts
o Customer emotions
o Opportunities / ideas for improvement
Review: Personas
Review: Customer profiling
Touchpoints
Identification & Evaluation of touchpoints - 51Define Touchpoints• A touchpoint is a mode of interaction between a customer and a business
• They create customer experiences in a wide array of modes of contact and channels
• When customers come in contact with a touchpoint they can make - 52What is Design thinking / Thinking of out the boxo Design thinking is often referred to as ‘outside the box’ thinking, as designers are attempting to develop new ways of thinking that do not abide by the dominant or more common problem-solving methods
o Design thinking is essentially a problem-solving approach, which combines a user-centered perspective with rational and analytical research with the goal of creating innovative solutions
o Asking the right questions and challenging assumptions is at the heart of design thinking
o The intention to improve products by analyzing and understanding how users interact with products is also at the heart of design thinking - 53What are Design thinking phaseso Define your users’ needs, their problems and insights
o Ideate by challenging assumptions and creating ideas for innovative solutions
o Prototype to start creating solutions
o Test solutions - 54What is the power of storytelling?o Telling stories can inspire opportunities, ideas and solutions
o Concrete details facilitate the process of imagining solutions to particular problems - 55Lecture 6Shopping Experience & Sensory Marketing
- 56Name important circumstances at time of purchaseo Mood at the time of purchase
o The consumption situation
o Temporal factors
o Physical surroundings
o Social surroundings - 57Define the Impact of atmosphericso A good set and costumes cannot save a bad play, but they can greatly enhance the audience’s enjoyment of a good one.
o Creating a poor initial impression is hard to overcome - 58What are Environmental Dimensions?o The physical facility (layout, equipment, furnishing)
o The location
o Ambient conditions (temperature, air quality, lighting, noise, music, scent)
o Signs, symbols and artifacts (signage, personal artifacts)
o Interpersonal conditions - 59What are Behavioral responses to environmental stimulio Customers
Attraction
• Stay/explore
• Spend more money
• Satisfaction
Avoidance
o Employees
Affiliation
• Exploration
• Stay longer
• Satisfaction
Avoidance - 60Define In-store decision makingo Spontaneous shopping: unplanned buying
o Impulse buying: the result of an irresistible urge
o Point-of-purchase stimuli
o Place-based media - 61Describe Shopping Experienceo The act of shopping has taken on new entertainment and experiential dimensions
o Stores and malls are becoming the new mini-amusement parks
o Retail theming
o The store image
o Atmospherics - 62What is important at Store Layout Managemento Welcoming customers and bringing them in
o Managing the customers’ movement in store
o Prolonging the stay
o Creating a sense of comfort
o Flexibility & changes in time
o Completing the visit - 63What is important for Store Layout Considerationo Intriguing shopfront
o The decompression zone
o Wayfinding & customer journey in the store
o The power wall & brand identity
o Accessibility & aisle space
o Path to purchase - 64Describe the role of physical evidenceo Attention-creating medium
Making the company stand out from competitors and attract customers from target segments
o Message-creating medium
Communicating the distinctive quality and nature of the service experience through symbolic cues
o Effect-creating medium
Employing colors, textures, sounds, scents, and spatial design to enhance the service experience or heighten an appetite for certain goods, services, and experiences - 65Lecture 7 & 8Internal & External influences on consumer behavior
- 66Internal Influences A: What are the Individual Determinants?o Personal characteristics
Age and stage in the life cycle
Occupation and economic circumstances
Personality and self-concept
Lifestyle, attitudes, and values
Ability and knowledge - 67Internal Influences B: What is the Psychological Processes?o The perceptual process
Perception is the process through which the person selects, organizes and interprets information inputs (sensory information) in order to represent and understand the world
People may understand reality in a rather different way
Interpretation refers to the meaning that people assign to phenomena, whether this comes from stimuli from the outside world or the ideas and concepts coming from one’s inner mind
- 68What are the perceptual principles?The principle of closure: consumers tend to perceive an incomplete picture as complete, filling in the gaps based on previous experience
- 69What are the perceptual principles?The figure-ground principle: one part of the stimulus will dominate while others will recede in the background
- 70What are the perceptual principles?o The principle of similarity: consumers tend to group together objects that share similar characteristics
- 71Internal Influences B: What is the Psychological Processes?o Learning
o Memory
Encoding – storage – retrieval
Types of memory:
• Sensory memory
• Short-term memory
• Long-term memory
Storing of information in memory
Retrieving of information for purchase decisions - 72Internal Influences B: What is the Psychological Processes? Motivation
• An inner state of arousal, with aroused energy directed towards achieving a goal
• This driving force is produced by a state of tension, which exists as a result of an unfulfilled need that moves us away from psychological equilibrium or homeostasis
• Consumers can be motivated to engage in behaviors, make decisions, or process information, and this motivation can be seen in the context of acquiring, using, or disposing of an offering - 73Internal Influences B: What is the Psychological Processes? Consumer Motivation
• It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services
• Biogenic versus psychogenic drives
• Utilitarian versus hedonic needs
• Positive versus negative motivation: approach/avoidance
• Internal versus external motivation - 74Which are the stages of Maslows hierarchy of needs?
- 75External Influences: Name Social & Cultural Influences!o The consumer socialization process
o Cultural influences
o Religious influences
o Social Class
o Peer group influence
o Reference group influence - 76External Influences: Name Social & Cultural Influences! o The consumer socialization process Consumer socialization
• Consumer socialization is the process by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace
• Where does this knowledge come from?
o Parents? Friends? Teachers? Media?
• Observational learning
5 stages of consumer development
• Stage 1: Observing
• Stage 2: Making requests
• Stage 3: Making selections
• Stage 4: Making assisted purchases
• Stage 5: Making independent purchases - 77External Influences: Name Social & Cultural Influences! o Cultural influences The collective programming of the mind
The lens through which we see the world
The meaning system that provides us with a sense of identity and rationale for our actions
Culture comprises:
• Cognitive elements and beliefs
• Values and norms
• Sign, signals, and symbols
Countries and ethnic groups
Enculturation vs. acculturation - 78External Influences: Name Social & Cultural Influences! o Religious influencesserve as a code of conduct or guide of behavior
It also provides ties that bind people together and make one group different from the other
Religious influences can sometimes affect consumer behavior: Discussion & Examples - 79External Influences: Name Social & Cultural Influences! o Social Class• Most societies have a social class hierarchy that confers higher status to some classes of people than to others
• Social classes consist of identifiable groups of individuals whose behaviors and lifestyles differ from those of members of the other classes.
• Members of a particular social class tend to share similar values and behavior patterns
• What determines social class:
o Occupation
o Education
o Income
• Upward and downward mobility
• Social class fragmentation - 80External Influences: Name Social & Cultural Influences! o Peer group influence Group influence
• Group influence requires the opportunity for social interaction or public scrutiny of behavior
• Complying with the preference of others and adopting values of others all involve some sort of communication or observation of decisions, opinions, or behavior. In a purchase context, this implies products that will be seen by others
• Conformity pressures: people are often worried about how others would perceive them if they refused to conform to the expected behavior of the group
Peer groups
• A peer group is defined as a group of people of the same age, status, and interests
• An individual’s peer groups are a significant source of information and are instrumental in forming a person’s self-concept. - 81External Influences: Name Social & Cultural Influences! o Reference group influence Young people place great emphasis on their appearance and on gaining peer acceptance
As teenagers develop, they interact more with their peers as opposed to others and are thus more likely to learn about and internalize their friends’ product preferences
One of the most noticeable aspects of adolescent culture is their preoccupation with clothing, hairstyles and grooming - 82Lecture 9Symbolic consumption & the meaning of possessions
- 83What is meant by Symbolic consumptiono Reference Groups
o Word of mouth communication
o Self-Concept - our mental conception of who we are!
- 84What is meant by Symbolic consumption o Reference Groups Actual or imaginary individuals or groups that significantly influence an individual’s evaluations, aspirations and behavior
They serve as frames of reference for purchase or consumption decisions
Reference groups can influence two types of decisions: whether we buy a product and what brand we buy
Two dimensions that influence the degree to which reference groups are important are:
• Whether the purchase is to be consumed publicly or privately
• Whether it is a luxury or necessity - 85What is meant by Symbolic consumption o Forms of Reference Groups• Normative referents: provide the individual with norms, attitudes, and values
• Comparative referents: provide standards of achievement to which individuals aspire
• Formal reference groups: large, more remote groups with recognized structure
• Informal groups: smaller groups that tend to be more important to the individual
• Membership reference groups: groups we belong to
• Aspirational reference groups: composed of people the individual can identify with or admire
• Positive reference groups: those we wish to belong
• Negative reference groups: groups we disapprove of - 86What is meant by Symbolic consumption o Types of reference group influence• Informational influence: based on the desire to make informed decisions
• Utilitarian reference group influence: reflected in attempts to comply with the wishes of others to achieve rewards or avoid punishments
• Value-expressive influence: characterized by a need for psychological association with a person or group - 87What is meant by Symbolic consumption o Word of mouth communication More reliable and trustworthy
People becoming more cynical of commercial communications
People’ s faith in institutions declining
Backed up by social pressure to conform
The influence of others’ opinions is at times even more powerful than one’s own perceptions. - 88What is meant by Symbolic consumption o Self-Concept - our mental conception of who we are! Various types of self-concept
• Actual Self: How a person actually perceives him/herself
• Ideal Self: How a person would like to perceive him/herself
• Social Self: How a person thinks others perceive him/her
• Ideal Social Self: How a person would like others to perceive him/her
• Expected Self: An image of self somewhere in between the actual and the ideal self
• Situational Self: A person’s self-image in a specific situation
Self-concept and Product Symbolism
• Products may act as symbols for consumers, they can stand for or express something else
• The primary reason for buying products is not their functional benefits but their symbolic value
• Consumers’ personalities can be defined through the products they use
• People view their possessions as an extension of themselves - 89Define 'Possession' A possession’s public or private meanings are what gives it value
These public and private meanings arise from a number of sources
Categories of possessions’ value:
• Utilitarian v Enjoyment (hedonic)
• Representations of interpersonal ties
• Identity and self-expression - 90Possession o Products Most Likely to be Viewed as Symbols by Consumers They must have visibility in use: purchase, consumption and disposition is readily apparent to others
They must show variability: some consumers must have the resources to own the product, whereas others do not have the resources to possess it
The product should have personalizability: the extent to which a product denotes a stereotypical image of the average user - 91Possession o Image congruence hypothesis Social identity theory proposes that we evaluate brands in terms of their consistency with our individual identities
The image congruence hypothesis postulates that consumers select products and stores that correspond to their self-concept
A semantic differential scale using bipolar adjectives can measure product images and self-images and can assess image congruence - 92Describe 'Materialism'o Refers to the importance people attach to worldly possessions
o Advertising encourages this emphasis on consumption and increasingly portrays consumption as an end rather than to attain well-being
o Individual differences exist among consumers in terms of the value they place on materialism - 93Describe 'Opinion Leaders / Influence'o People whose position, expertise, knowledge, fame & polularity renders them particularly important sources of relevant and credible information
o An opinion leader/influencer is a person who is frequently able to influence others’ attitudes or behavior
o Credibility is an important characteristic of an opinion leader
o Types of opinion leaders/influencers? - 94Name the Types of Reference Group appealing in Marketing Usageo A. Celebrity Appeals
o B. Expert Appeals
o C. Common Man Appeals
D. Executive Appeals - 95Name the Types of Reference Group appealing in Marketing Usage o A. Celebrity Appeals How celebrities are used:
• Testimonial citing the benefits
• Endorsement
• Actor
• Spokesperson: eventually the celebrity’s appearance becomes closely associated with the brand or the company
Credibility of the celebrity: expertise & trustworthiness
Prototypical bonding: associating the spokesperson's attributes, traits, or values with a particular service or product - 96Name the Types of Reference Group appealing in Marketing Usage o B. Expert Appeals A person who is in a unique position to help the prospective customer evaluate a product or service
Why & How?
• Because of his/her occupation
• Special training
• Experience - 97Name the Types of Reference Group appealing in Marketing Usage o C. Common Man Appeals Testimonials of satisfied customers
Slice of life commercials
Benefits??
• Someone just like them used and liked the product
Especially effective in public health announcements
• Most people seem to identify with people like themselves when it comes to such messages - 98Name the Types of Reference Group appealing in Marketing Usage o D. Executive Appeals Executive spokespersons seem to be admired by the general population because of their achievements and the status implicitly conferred on business leaders
The appearance of the company’s CEO in advertising seems to imply that someone at the top is watching over the consumer’s best interest
A variation of this appeal is the factory worker, the engineer or the scientist who work towards the development of a particular product. - 99Lecture 10Materialism & Idealized images in advertising
- 100What is the impact of advertising?o Executive spokespersons seem to be admired by the general population because of their achievements and the status implicitly conferred on business leaders
o The appearance of the company’s CEO in advertising seems to imply that someone at the top is watching over the consumer’s best interest
o A variation of this appeal is the factory worker, the engineer or the scientist who work towards the development of a particular product
o Repeatedly showing a product along with other things that we feel good about can make us feel good about the product too. This transfer of feelings from one set of items to another is called affective conditioning
o Constant bombardment with images of unrealistic and unattainable perfection has a significant impact on an individual’s self-esteem
o Some researchers believe that advertisers purposely normalize unrealistically thin bodies, in order to create an unattainable desire that can drive product consumption perpetually - 101Describe Idealized images in advertisingo Advertising has long been accused of depicting unrealistic or idealized images of people and their lives
o Advertising may create an idealized image of what one’s life should be like. If we do not measure up to this image, we may feel dissatisfied
o Idealized images raise comparison standards for attractiveness and lower satisfaction with one’s own attractiveness (Richins 1991)
o Exposure to advertising with highly attractive models raises comparison standards for physical attractiveness (Martin & Kennedy 1993) - 102Describe 'Self-esteem'o Refers to the positivity of a person’s self-concept
o Self-esteem is influenced by a process where the consumer compares his or her actual standing on some attribute to the ideal
o Marketing communications can influence the level of self-esteem, via social comparison - 103What is meant by 'Social comparison'?o According to the social comparison theory, individuals have a need to evaluate themselves and they do so via comparison with others (Festinger 1954)
o Festinger’s original work dealt with comparisons within groups and other face-to-face comparisons. Other authors subsequently have however recognized that people may compare themselves with members of groups they do not belong to or with social categories. Models in ads, for example, form a social category
o Both sought and unsought comparison may occur
o “It can be hard to hear an extremely intelligent person on the radio, or see an extremely handsome one in the grocery store, or participate on a panel with an expert without engaging in social comparison no matter how much we would like not to” (Goethals 1986)
o Comparison with those who can be considered ‘better off’ may be forced by television commercials
o Forced comparison feedback can intrude on a person, even when the comparison is unsought, and have a positive or negative impact on self-feelings - 104What are the Outcomes of the consumption process?o When individuals are in the process of social comparison, the goal is not just self evaluation, but also self-improvement and self-enhancement
o Feelings of failure and inadequacy can result from comparison with others whose abilities are superior (Festinger 1954)
o Social comparison can affect self-concept or self- feelings (Wood 1989)
o Social comparison is important in determining subjective well-being (Diener 1984)
o Numerous studies have demonstrated the negative effects of idealized male or female body images in advertising - 105What is the Dark side of consumption?o Materialism, over-consumption and waste
o The impact of the manipulative intent of advertising
o Exposure to unattainable media ideals of beauty and success and the behavioral outcomes of it.
o Impulsive and compulsive consumption (gambling, compulsive shopping, excessive drinking or cigarette smoking)
o The consumption of non-standard products (e.g. drugs) and the use of non-standard channels (black market, street traders for illegal substances) - 106Describe 'Addictive consumption'o Consumer addiction is a physiological and/or psychological dependency on products or services
o Excessive gambling for example can be quite destructive
o Much negative and destructive consumer behavior can be characterized by three common elements:
The behavior is involuntary
The gratification derived is short-lived
The person experiences strong feelings of regret or guilt afterwards - 107Marketing and advertising to childreno Research has shown that children under the age of 6 do not have the cognitive abilities to understand that advertisements are trying to persuade them
o Camel cigarettes came under fire for the Joe Camel campaign. The charges were that the Joe Camel character attempts to attract children to cigarettes: video & discussion
o Alcopops have also been accused to be targeted to teenagers - 108Examples of excessive and inappropriate consumptiono The careless use of antibiotics: there has been an indiscriminate overuse of antibiotics
o Many times, the instructions about when to take them and when to finish the course are not followed
o The result is the emergence of infectious bacteria resistant to antibiotics - 109What is innovation? Can we identify different kinds?o An innovation is a product, service, attribute, or idea that consumers within a market segment perceive as new and that has an effect on existing consumption patterns
o We can identify different types of innovations based on:
Degree of novelty
Benefits offered
Breadth of innovation - 110Adoption of Innovationo When do consumers adopt innovations?
Innovators
Early adopters
Early majority
Late majority
Laggards
• Reasons for resistance to adoption? - 111What Influences Adoption, Resistance and Diffusion of an Innovation?o Characteristics of the innovation
Perceived relative benefit
Perceived costs
o Uncertainty
What will become the standard product
The expected length of the product life cycle
o Consumer learning requirements
Compatibility
Trialability
Complexity
o Social relevance
Observability
Social value
o Legitimacy and adaptability
o Characteristics of the social system
Modernity
Similarity
Physical distance
Opinion leadership
Informações
- Descrição
- Erasmus Consumer Behavior FlashCards sobre Sem título, criado por Daniel Burger em 16-01-2023.
- Criado por
- Daniel Burger · jan 2023
- Atualizado
- 16 jan 2023
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