consumer behavior final
classical conditioning
1st demonstrated by Ivan Pavlov
Consumer style
A pattern of behaviors, attitudes, and opinions that influences all of a person's consumption activities—including attitudes toward advertising, preferred channels of information and purchase, brand loyalty, and price consciousness.
lifestyle
A person's pattern of living as expressed in his or her activities, interests, and opinions
kansei
A philosophy that translates customers' feelings into design elements is called ________ engineering.
Complexity
A product that is easy to understand will be chosen over competitors
Green marketing
A strategy involves the development and promotion of environmentally friendly products is called
economic psychology
Behavioral economics is also called
stimulus and response
Behavioral learning theorist do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?
an approach-avoidance
Bill has a toothache, and he wants the tooth to top hurting, but he has always been afraid to go the dentist. What type of conflict is this?
sensory water marketing
Companies that think carefully about the impact of sensations on product experiences are practicing
sensory overload
Consumers who are exposed to more information than they can process are in a state of
luxury as functional
Consumers who use their money to buy things that will last and have enduring value
Cosmological
Emphasize that all components of the universe are part of a single picture
Social interactive medium
Facebook, Twitter, and Instagram are examples of a
ID Ego Super Ego
Freud's theory of personality includes the
Metaphysical
Help explain origins of existence
goal
In the motivation process, the desire end state is the consumer's ___________
Compatibility
Innovation should be compatible with consumers' lifestyles
Observability
Innovations that are easily observable are more likely to spread
Behavioral economics
It is the study of the human side of economic decisions
process
Jenny went shopping for a dress, found a dress but the stores was crowded, and her favorite shop did not carry the dress she wanted. after spending hours at the mall Jenny bought a dress online. This story is an example of how consumer behavior is a
expectancy thoery
Jill is planning a trip she goes online and got tickets instead of saving time and going to a travel agent, what theory?
Sociological
Maintain social order by authorizing a social code to be followed by members of a culture
affluenza
Many well-off consumers seem to be stressed or unhappy despite or even because of their wealth
personality traits
Match.com and Eharmony.com measures identifiable personal characteristics called
two-sided
Needs to get friend to stop smoking be he knows if he just tells him to "quit" it wont work. so he present the positive and negatives of quitting smoking. What message is this?
Trialability
People are more likely to adopt an innovation if they can experiment with it prior to purchase
Relative Advantage
Product should offer relative advantage over other alternatives
Psychological
Provide models for personal conduct
The federal cigarette labeling and advertising act
Requires cigarette packages to carry a warning label from the Surgeon General
digital native
Someone who grew up in a "wired" and highly networked area
The 80/20 rule
States that 20 percent of consumers will use 80 percent of the product
True
Target began a new campaign to sell leather furniture. In emphasizing how leather furniture has been used over the decades in movies and books, by celebrities, and a necessity for home entertainment, the campaign is drawing upon popular culture.
positioning strategy
The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumers interpretation of the brands meaning in the marketplace relative to its competitors
Global citizens
The largest segment uses the global success of a company as a signal of quality and innovation they are concerned about whether companies behave responsibly on issues such as consumer health, the environment, and worker rights.
Perception
The process by which people select, organize, and interpret sensations is called
Global dreamers
The second-largest segment consists of consumers who see global brands as quality products and readily buy into the myths they author They aren't nearly as concerned with social responsibility as are the global citizens
exposure attention interpretation
The stages of perception
experiencers
They are impulsive, young, and enjoy offbeat or risky experiences
Antiglobals
They dislike brands that preach U.S. values, and they don't trust global companies to behave responsibly. They try to avoid doing business with transnational firms.
aggregation
To come together into a mass, sum, or whole
audio water marketing
When Coke weaves a sound into a piece of music, the advertisement is using
motivation
When a need is aroused that the consumer wishes to satisfy, the __________ process has been activated
exposure
When a stimulus comes within the range of someones's sensory receptor, a __________ occurs
drive theory
When you focus on biological needs that are at present unfulfilled and have produced what might be though of as unpleasant state of arousal
Different age groups have different wants and needs
Why is age a common demographic category used in understanding consumer behavior?
self-concept
_______ summarizes the beliefs a person holds about his or her own attributes and how he or she evaluates the self on the qualities
motivation
__________ refers to the processes that lead people to behave as they do
national character
a distinctive set of behavior and personality characteristics
relationship marketing
a marketing philosophy emphasizes interacting with consumers on a regular basis and giving them reasons to maintain a bind with the company over time?
monomyth
a myth that is common to many cultures ex: Superman/ spiderman
family stucture
a persons marital status is important to which demographic variable?
learning
a relative permanent change of behavior is called
Cause marketing
a strategy that aligns a company brand with a cause to generate business and societal benefits is called
an exchange
a transaction in which two or more organizations or people give and receive something of value is called
divide a market or segment
age, gender, family structure, social class, race, ethnicity and income are all used to
art product
an object we admire for its beauty and our emotional response
Short-Term Orientation
are respect for tradition, fulfilling social obligations, and protecting one's "face"
Rituals
are sets of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically
Myths
are stories with symbolic elements that represent the shared emotions/ideals of a culture.
Long-term orientation
are thrift and perseverance
Psychological factors
can help us to explain what motivates us to be fashionable
Mainstream culture
can modify symbols associated with subcultures so they are appealing to larger audiences
Plutonomy
describe an economy that's driven by a fairly small number of rich people.
taste culture
describes consumers in terms of their aesthetic and intellectual preferences
Profane consumption
describes objects and events that are ordinary and everyday ex: dress for work
Demographics
descriptive characteristics of a population are called
distribution of wealth
determines which groups have the greatest buying power and market potential.
Global agnostics
don't base purchase decisions on a brand's global attributes. they evaluate a global product by the same criteria they use to judge local brands and don't regard its global nature as meriting special consideration
Spendthrifts
enjoy nothing more than spending
Meme theory
explains how something becomes popular seemingly all of a sudden
Economists approach
fashion in terms of supply and demand
sociological perspective
focuses on a subculture's adoption of a fashion
ascribed status
get resources because of who they
reformulation
giver and receiver redefine the bond of the relationship based on the impact of the gift exchange.
A communications subsystem
gives meaning to the new product and provide it with a symbolic set of attributes.
Tightwads
hate to part with their money and actually experience emotional pain when they make purchases
Consumer confidence
is a measure of how optimistic or pessimistic people are about the future health of the economy and how they predict they'll fare down the road
continuous innovation
is a modification of an existing product company makes a small change to an existing product Ex: Levi's promotes a new cut of jeans
consumer
is a person who identifies a need or desire, makes a purchase, and then disposes of a product during the three stages of the consumption process.
ideal self
is a persons conception of how he or she would like to be
dynamically continuous innovation
is a significant change to an existing product ex: the airplane, the car, the computer, and the television all changed modern lifestyles
Uncertainty avoidance
is a society's tolerance for uncertainty and ambiguity
craft product
is admired because of the beauty with which it forms a function
Cosmopolitanism
is an aspect of worldview that is starting to receive more attention by consumer behavior researchers
meme
is an idea or product that enters the consciousness of people over time
innovation
is any product or service that consumers perceive to be new
theory of cognitive dissonance
is based in the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with another.
Occupation
is considered the best indicator of social class because it is strongly linked to use of leisure time, allocation of family resources, aesthetic preferences, and political orientation.
Downward movement
is losing social status
culture
is the accumulation of shared meanings, rituals, norms, and traditions
presentation
is the actual stage of gift exchange
Individualism
is the degree to which individuals are integrated into groups
Masculinity
is the distribution of roles between the genders
Indulgence versus restraint
is the extent to which a society allows relatively free gratification of basic and natural human drives related to enjoying life and having fun
Power distance
is the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally
A culture production system
is the set of individuals and organizations that create and market a cultural product.
80/20 rule
marketers define consumers by the product usage they use the...
family branding
marketing many products under the same brand name is called
homogamy
marriage between people with the same social characteristics
upward mobility
means moving to a higher status
Contamination
means that the objects we associate with sacred events become sacred in their own right ex: using ornaments and lights to celebrate the sacred event of Christmas and these ornaments may become sacred
Abrand
means they minimize the visibility of their luxury goods so that only those who also have the real thing know that they also have the real thing.
flight
means they stop using the brand
Reclamation
means they try to establish their long-term relationship with the real brand
Horizontal mobility
occurs when a person moves from one position to another that is roughly equal ex: a nurse becomes an elementary school teacher
Sacralization
occurs when ordinary objects, events, and even people take on sacred meaning
Objectification
occurs when we attribute sacred qualities to mundane items, through processes like contamination
Sacred consumption
occurs when we set apart objects and events from normal activities and treat them with respect and awe ex: wedding dress
occupational prestige
one way we evaluate their "worth." people to a great extent by what they do for a living
what they do what they mean the role the product plays in the consumer's life
people buy products for...
conspicuous consumption
refer to people's desires to provide prominent visible evidence of their ability to afford luxury goods.
personality
refers ti a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment
source credibility
refers to a communicator's expertise, objectivity, or trustworthiness
personality
refers to a persons unique psychological makeup and how it consistently influences the way a person responds to his or her environment
Cultural capital
refers to a set of distinctive and socially rare tastes and practices
salience of a brand
refers to its prominence or level of activation in memory
subliminal perception
refers to perception that is below the level of the consumers awareness
brand loyalty
refers to the bond between product and consumer that is different for competitors to break
Social stratification
refers to the creation of artificial divisions among people such that some members get more resources than others by virtue of their relative standing, power, or control in the group
Ideology
refers to the mental characteristics of a people and the way they relate to their environment and social groups
Social mobility
refers to the passage of individuals from one social class to another.
The diffusion of innovation
refers to the process whereby a new product, service, or idea spreads through a population
Ecology
refers to the way a system adapts to its habitat
Social structure
refers to the way people maintain an orderly social life
The process of social stratification
refers to this creation of artificial divisions
liminality
represents a limbo stage
feedback
review a products, why you like or dislike, tell the salesperson
mass culture
seek to please the average taste of the average audience
The managerial subsystem
selects, makes, produces, and manages the distribution of new symbols and products.
Phases of Rites of Passage
separation liminality incorporation
Demographics
sex, income, occupation
achieved status
some resources are earned through hard work
need
something like air, food, or shelter that is necessary for survival
trickle-down theory
states that there are two conflicting forces that drive fashion change
cognitive learning theory
stresses the importance of internal mental processes
emic perspective
stresses variations across cultures culture is unique, with its own value system, conventions, and regulations ex: disney experience
extinction
the association between the two will become weakened. this is called
separation
the consumer distances him or herself from the past
Gestation
the giver procures an item to mark some event (Christmas)
cultural selection
the process by which some alternatives are selected over others by cultural gatekeepers
sound symbolism
the process by which the way a word sounds influence's the listeners assumptions about what the word describes
Psychographics
the use of psychological, sociological, and anthropological factors to construct market segments
worldview
the world of the working class
invidious distinction
we use them to inspire envy in others through our display of wealth or power
pre-purchase purchase post purchase
what time periods is encompassed in the study of consumer behavior?
Desacralization
when a sacred item/symbol is removed from its special place or is duplicated in mass quantities (becomes profane). sacred to the profane
drive theory
when your stomach begins to rumble, instead of thinking about what the teacher is saying you are focus on where to eat lunch, what theory does this represent?
status hierarchy
which some members are better off than others
luxury as indulgence
who seek out luxury goods in order to illustrate their individuality take an emotional approach to luxury spending
luxury as a reward
who use luxury goods to say "I've made it"
stages of gift giving
•Gestation •Presentation •Reformulation