Chp. 5 Part 2

behavioral learning

process of developing automatic responses to a situation built up through repeated exposure to it 1) drive =- need that motivates an individual to action 2)cue- stimulus or symbol perceived by consumers 3)response-action taken by a consumer to satisfy the drive 4)reinforcement- the reward stimulus generalization-response elicited by one stimulus (cue) is generalized to another stimulus --> using same brand name for different products stimulus discrimination- a person's ability to perceive differences in stimuli

Motivation: To-date-info vs To-go-info:

"how much progress do I have I made so far?" vs "how much do I have left to go?"

cognitive learning

- learn through thinking, reasoning and mental problem solving without direct experience

Personality: refers to a person's consisten behaviors or responses to recurring situations

-assertiveness -extroversion -compliance -dominance -aggression

why is consumer motivation important to marketers?

-many products help consumers meet their goals --EX: weight watchers -help consumers persist in loyalty programs -- starbucks reward card

Perceived risk

anxiety felt bc the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences -the greater the perceived risk the more extensive the external search is going to be

opinion leaders

exert direct or indirect social influence over others -celebrities and sports figures considered knowledgeable so their opinions are influential to others

Word of mouth

influence of people during conversations -most powerful and authentic information source because its trustworthy friends 67% of sales buzz-popularity created by consumer word of mouth -yelp, twitter, rotten tomatoes

marketing efforts to increase perceived risk:

insurance companies -when chaos comes or farmers insurance

attitude

learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way -shaped by our values and beliefs which are learned

marketing efforts to reduce perceived risk:

obtain seals of approval giving extensive usage instructions provide warranties and guarantees endorsements from influential ppl provide free trials of the product EX: sensodyne commercial with real dentists

which information helps consumers stay motivated persist in achieving their goals?

people exaggerate their to-date-info in EARLY stages -early stage: greater progress indicates that you're more likely to achieve your goal people exaggerate their to-go-info in LATE stages -later stage: greater gap between current stage and goal stage elicits more effort

reference group

people to whom an individual looks as a basis for self appraisal -exert strong influence on luxury items that are visible not necessities 1) membership group: one to which a person actually belongs to: family, sorority 2)aspiration group: a person wishes to be a member of or to be identified with 3)dissociatie group: a person wishes to maintain distance from bc of differences in values/ behaviors

perception

process by which an individual selects, organizes and interprets information to create a meaningful picture of the world -old lady vs young girl picture -dots vs panda

belief

subjective perception of how a product or brand performs on different attributes -based on personal experience, advertising, and discussion with other people

motivation

the energizing source that stimulates a behavior to satisfy a need

self-concept

the way in which people see themselves and believe others see them (actual vs idea)

subliminal perception

you see, hear or read message without being aware of them

Psychological influences that influence consumer purchase decision processing:

-motivation -personality -perception -learning -values, beliefs, and attitudes -lifestyle

Sociocultural influences on behavioral purchase decision process

-personal influence -reference groups -family -social class -culture and subculture

perception biased:

-selective perception-filtering of exposure, comprehension, and retention. -selective exposure: occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent ---often occurs in POST-purchase behavior -people choose their own environments -EX: the basketball - gorilla game -can result in motivated visual perception ---------orange vs green drink (B vs 13) -selective comprehension: interpreting information so that it is consisted with your attitudes and beliefs selective retention: people selectively remember information they are exposed to EX: seeing the past through rose-tinted glasses EX: consumers only remember the positive aspects of their purchase not the negative

marketers try use 3 approaches to change consumers attitudes toward brands and products

1) changing beliefs about the extent to which a brand has a certain attribute -mayo is unhealthy 2)changing the perceived importance of attributes:- pepsi cola stamping freshness dates on cans 3)adding new attributes to product - colgate included new ingredient in its toothpaste BBCream for men

brand loyalty

a favorable attitude toward and consistent purchase of single brand over time -close link between habits and brand loyalty -commonly purchased products