Chapter 5, Consumer and Buyer Behavior
Homeostasis
A tendency to maintain a balanced or constant internal state; the regulation of any aspect of body chemistry, such as blood glucose, around a particular level we are motivated to maintain homeostasis
the placebo effect
The placebo effect vividly demonstrates the role that expectations play on our feelings, thoughts, and behaviors. This term refers to the well-documented tendency for your brain to convince you that a fake treatment is the real thing—and thus a sugar pill or other placebo can actually reduce pain, treat insomnia, and provide other benefits.
sentiment analysis
a technique that allows marketers to analyze data from social media sites to collect consumer comments about companies and their products
hedonic consumption
multisensory, fantasy, and emotional aspects of consumers' interactions with products
strategies to increase product involvment
1. mass customization 2. DIY (the IKEA Effect) 3. Co-creation 4. gamification
perceived risk
As a rule, product decisions are likely to be highly involving if the consumer believes there is a lot of perceived risk. This means the person believes there may be negative consequences if he or she chooses the wrong option. Risk is greater when a product is expensive or complicated.
approach-approach conflict
Conflict that results from having to choose between two attractive alternatives
avoidance-avoidance conflict
Conflict that results from having to choose between two distasteful alternatives
negative state relief model
Helping others as a way to resolve one's own negative moods is known as negative state relief.
hierarchy of needs
Maslow's pyramid of human needs, beginning at the base with physiological needs that must first be satisfied before higher-level safety needs and then psychological needs become active Physiological—"I eat what I grow." • Safety—"I feel safe in the garden." • Social—"I can share my produce with others." • Esteem—"I can create something of beauty." • Self-actualization—"My garden gives me a sense of peace."
happiness economy
Proponents of a happiness economy claim that well-being is the new wealth, and social media technology is what allows us to accumulate it.
sadvertising
Recently we've seen a trend in advertising toward inspirational stories that manipulate our emotions like a roller-coaster: Think about the commercials Budweiser ran during SuperBowls about a puppy who befriends a horse, gets lost, finds his way home, and so on. This practice even has a name: sadvertising.
product involvement
a consumer's level of interest in a particular product
emotional oracle effect
a finding reported by researchers that people who trust their feelings are able to predict future events better than those who do not The likely reason is that those with more confidence were better able to access information they had learned that could help them make an informed forecast
happiness
a mental state of well-being characterized by positive emotions
envy
a negative emotion associated with the desire to reduce the gap between oneself and someone who is superior on some dimension
lovemark
a passionate commitment to one brand whether in the case of the hottest new Apple iPhone, a Justice shirt, or even a pricey university
involvement
a person's perceived relevance of the object based on their inherent needs, values, and interests
embarressment
an emotion driven by a concern for what others think about us
guilt
an individual's unpleasant emotional state associated with possible objections to his or her actions, inaction, circumstances, or intentions
retail therapy
apparently the act of shopping restores a sense of personal control over one's environment and as a result can alleviate feelings of sadness.
expectancy theory
apparently the act of shopping restores a sense of personal control over one's environment and as a result can alleviate feelings of sadness. we have a drive to do what is expected
evaluations
are valenced (i.e., positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal.
brand loyalty
consistent preference for one brand over all others ex. apple over android
inertia
describes consumption at the low end of involvement, where we make decisions out of habit because we lack the motivation to consider alternatives.
situational involvement
describes engagement with a store, web site, or a location where people consume a product or service That's why some fans who attend Atlanta Falcons football games get visited by a cheerleader in the stands for a photo op, and also why Chrysler is ramping up its efforts to get people to test drive cars at dealerships and auto shows.
need for affiliation
desire to associate with others, to be part of a group, to form close and intimate relationships
drive theory
focuses on biological needs that produce unpleasant states of arousal ex. your stomach growls during a morning class
word-phrase dictionary
in sentiment analysis, a library that codes data so that the program can scan the text to identify whether the words in the dictionary appear
moods
involve temporary positive or negative affective states accompanied by moderate levels of arousal
cult products
items that command fierce consumer loyalty and devotion ex. Eagles, Apple
incidental brand exposure
motives that can lurk beneath the surface and cues in the environment that can activate a goal even when we don't know it ex. People in a room who were exposed to a sign of the brand name "Apple" provided responses on an unrelated task that were more unique compared to those who saw a sign with the IBM brand name
affect
our decisions are driven by our emotional responses to products. Social scientists refer to these raw reactions as affect. That explains why so many marketing activi-ties and messages focus on altering our moods or linking their products to an affec-tive response, although different types of emotional arousal may be more effective in some contexts than others.
Strategies to increase situational involvement:
personalization high-tech subscription boxes
message involvement
properties of the medium and message content that influence a person's degree of engagement with the message Print is a high-involvement medium (whether it appears on a "dead tree" or in an e-book). The reader actively processes the information and (if desired) he or she is able to pause and reflect on it before turning the page.73 In contrast, television is a low-involvement medium because it requires a passive viewer who exerts relatively little control (remote-control "zipping" notwithstand-ing) over content
mood congruency
refers to the idea that our judgments tend to be shaped by our moods. For example, consumers judge the same products more positively when they are in a positive as opposed to a negative mood. This is why advertisers attempt to place their ads after humorous TV programming or create uplifting ad messages that put viewers in a good mood.
motiation
refers to the processes that lead people to behave as they do.
emotions
such as happiness, anger, and fear tend to be more intense and often relate to a specific triggering event such as receiv-ing an awesome gift.
variety-seeking
the desire to choose new alternatives over more familiar ones opposite of brand loyalty!
need for power
the extent to which an individual desires to control or influence others
material accumulation
the instinct to earn more than we can possibly consume, even when this imbalance makes us unhappy
theory of cognitive dissonance
theory based on the premise that a state of tension is created when beliefs or behaviors conflict with one another; people are motivated to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension
alternate reality games (ARGs)
thousands of people participate in a fictional story or competition to solve a mystery
need for uniqueness
to assert one's individual identity
narrative transportation
where people become immersed in the storyline One study showed that people who are feeling lucky engage in this process when they look at an advertisement for a lottery; once immersed, it is hard to distract them from the message.76 Not a great thing for compulsive gamblers, but a powerful effect nonetheless.