Buyer Behavior Gupta Test 1

Implementation intentions

"if-then" plans that may dictate how much weight we give to different kinds of information (emotional or cognitive), a timetable to carry out a decision, or even how we will deal with disruptive influences that might interfere with our plans.

steps in cognitive decision making process

1. problem recognition 2. information search 3. evaluation of alternatives 4. product choice

superordinate category

A large category at the top of a hierarchy, such as furniture, tools, and vehicles

intelligent agent

A software program that assists you, or acts on your behalf, in performing repetitive, computer-related tasks. sophisticated software programs that use collaborative filtering technologies to learn from past user behavior to recommend new purchases.31 When you let Amazon.com suggest a new book, the site uses an intelligent agent to propose novels based on what you and others like you have bought in the past.

approach-approach conflict

Conflict that results from having to choose between two attractive alternatives

Criteria for Marketers creating Determinant Attributes.

It should point out that there are significant differences among brands on the attribute. It should supply the consumer with a decision-making rule, such as if ... (deciding among competing brands), then ... (use the attribute as a criterion). It should convey a rule that is consistent with how the person made the decision on prior occasions. Otherwise, she is likely to ignore the recommendation because it requires too much mental work.

Need for power (to control one's environment):

Many products and services allow us to feel that we have mastery over our surroundings. These products range from "hopped-up" muscle cars and loud boom boxes (oversized portable radios that impose one's musical tastes on others) to luxury resorts that promise to respond to every whim of their pampered guests.

Customer Perceptions on Products

Our results therefore support the proposition that consumers' perceptions are based on two general sets of beliefs: Belief 1 "a beautiful product is a good product," but also Belief 2, "when a product is too beautiful, it can't be as good." Belief 1 is perceptually based and automatic and does not require cognitive efforts, whereas Belief 2 is only at play when consumers have sufficient cognitive resources to engage in this type of more elaborate thinking. For strong brands, we did not find the inverted U-shaped relationship; in these cases the results suggest that "more beautiful is always better."

Need for uniqueness (to assert one's individual identity):

Products satisfy the need for uniqueness when they pledge to bring out our distinctive qualities. For example, Cachet perfume claims to be "as individual as you are."

limited expertise consumer

Richard, who did not spend a lot of time researching his purchase, is typical. He visited one store, and he looked only at brands with which he was already familiar. In addition, he focused on only a small number of product features.

need for achievement

The extent to which an individual has a strong desire to perform challenging tasks well and to meet personal standards for excellence. They place a premium on products and services that signify success because these consumption items provide feedback about the realization of their goals. These consumers are good prospects for products that provide evidence of their achievement.

Need for affiliation (to be in the company of other people)

The need for affiliation is relevant to products and services for people in groups, such as participating in team sports, frequenting bars, and hanging out at shopping malls.

problem recognition

The process that occurs whenever the consumer sees a significant difference between his current state of affairs and some desired or ideal state; this recognition initiates the decision-making process.

IKEA effect

The tendency for people to place a disproportionately high value on objects that they partially assembled themselves, such as furniture from IKEA, regardless of the quality of the end result.

Motivation

To understand why customers do what they do. Occurs when a need is aroused that a consumer wishes to satisfy.

cognitive dissonance reduction

We resolve the conflict that arises when we choose between two alternatives through a process of cognitive dissonance reduction, where we look for a way to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension.

experiential consumption

Younger people are more likely to associate happiness with excitement, whereas older people are more likely to associate this state with feelings of calm and peacefulness.

avoidance-avoidance conflict

a choice must be made between two unattractive goals Marketers frequently address an avoidance-avoidance conflict with messages that stress the unforeseen benefits of choosing one option (e.g., when they emphasize special credit plans to ease the pain of car payments).

basic level category

a concept that makes important distinctions between different categories - between a superordinate and subordinate category

Goal

a consumer's desired end state

product involvement

a consumer's level of interest in a particular product. The more closely marketers can tie a brand to an individual, the higher the involvement they will create.

productivity orientation

a continual striving to use time constructively

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

hierarchy of needs

a framework that specifies different levels of motives that depends on the consumer's personal situation

positioning strategy

a fundamental component of a company's marketing efforts as it uses elements of the marketing mix to influence the consumer's interpretation of its meaning in the marketplace relative to its competitors

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

Neuromarketing

a new technique that uses a brain scanning device called functional magnetic resonance imaging (fMRI) that tracks blood flow as people perform mental tasks; scientists know that specific regions of the brain light up in these scans to show increased blood flow when a person recognizes a face, hears a song, makes a decision, senses deception, and so on; therefore, they are now trying to harness this technology to measure consumers' reactions to movie trailers, choices about automobiles, the appeal of a pretty face, and loyalty to specific brands

Lovemark

a passionate commitment to one brand

Self-regulation

a person's deliberate efforts to change or maintain his actions over time If we have a self-regulatory strategy, this means that we specify in advance how we want to respond in certain situations

sentiment analysis

a process (sometimes also called opinion mining) that scours the social media universe to collect and analyze the words people use when they describe a specific product or company

knowledge structure

a set of beliefs and the way we organize these beliefs in our minds These structures matter to marketers like Stonyfield, Green Valley and Trader Joe's that sell yogurt-related items because they want to ensure that customers correctly group their products. Typically, we represent a product in a knowledge structure at one of three levels.

feed back loop

a strategy to help a person regulate his or her behavior by providing information about his or her actions in real time, and then offering a chance to change those actions . A common feedback loop we increasingly see on highways comes from those "dynamic speed displays" that use a radar sensor to flash "Your Speed" when you pass one.

constructive processing

a thought process in which a person evaluates the effort he or she will need to make a particular choice, and then tailors the amount of cognitive "effort" expended to make this decision hen the task requires a well-thought-out, rational approach, we'll invest the brainpower to do it. Otherwise, we look for shortcuts such as "just do what I usually do," or perhaps we make "gut" decisions based on our emotional reactions.

rational perspective

a view of the consumer as a careful, analytical decision maker who tries to maximize utility in purchase decisions. This kind of careful, deliberate thinking is especially relevant to activities such as financial planning that call for a lot of attention to detail and many choices that impact a consumer's quality of life.

peak experiences

according to Maslow, times in a person's life during which self-actualization is temporarily achieved One study of men aged 49 to 60 found that these respondents engaged in three types of activities to attain self-fulfillment: (1) sport and physical activity, (2) community and charity, and (3) building and renovating. Regardless of whether these activities were related to their professional work, these so-called magnetic points gradually took the place of those that were not as fulfilling.

Sadvertising

advertising that uses inspirational stories to generate an emotional response

Compensatory rules

allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute simple additive rule weight additive rule

happiness economy

an economy based upon well-being rather than material wealth

hook

an element in a title that increases the likelihood people will click on it

embarrassment

an emotion driven by a concern for what others think about us. To be embarrassed, we must be aware of, and care about, the audience that evaluates us.

valence

an experience can be either positive or negative

guilt

an individual's unpleasant emotional state associated with possible objections to his or her actions, inaction, circumstances, or intentions Marketers may try to invoke a feeling of guilt when they want consumers to engage in prosocial behaviors like giving to charities.

Category exemplars

brands that are particularly relevant examples of a broader classification

mental budgets

consumers' preset expectations of how much they intend to spend on a shopping trip If the dieter knows he will be chowing down at a big BBQ tomorrow, he may decide to skip that tempting candy bar today.

Noncompensatory rules

decision shortcuts a consumer makes when a product with a low standing on one attribute cannot make up for this position by being better on another attribute This means that if an option doesn't suit us on one dimension, we just reject it out of hand and move on to something else rather than think about how it might meet our needs in other ways: "I've never heard of that brand," or maybe "That color is gross."

inertia

describes consumption at the low end of involvement, where we make decisions out of habit because we lack the motivation to consider alternatives.

selective search

efforts are more focused and efficient

Counteractive construal

exaggerating the negative aspects of behaviors that will impede the attainment of a goal as a strategy to avoid them and reach the goal He may even go public with his weight loss plan by posting his weekly weigh-in on a phone app like DietBet so that others can watch his progress—and even bet on his success or failure.

Determinant attributes

features we actually use to differentiate among our choices Marketers often educate consumers about which criteria they should use as determinant attributes. For example, consumer research from Church & Dwight indicated that many consumers view the use of natural ingredients as a determinant attribute.

Negative state relief

helping others as a way to resolve one's own negative moods

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

Linkbaiting

in website design, the careful crafting of a title that markets the content

product authenticity

information about an item's origins and history composed of three attributes: heritage, sincerity, and commitment to quality.

Emotions

intense affective reactions, such as happiness, anger, and fear

cyber mediary

intermediary that helps to filter and organize online market information so that consumers can identify and evaluate alternatives more efficiently

Co-creation

involving consumers in the process of developing advertising and other marketing actions

cult products

items that command fierce consumer loyalty and devotion

hybrid products

items that feature characteristics from two different product domains Thus, we have the crossover utility vehicle (CUV) that mixes a passenger car and a sport utility vehicle (SUV) and the recent "cronut" craze (a combination croissant and donut) that started with a New York bakery and made its leap to national stardom courtesy of Dunkin' Donuts.

simple additive rule

leads to the option that has the largest number of positive attributes It's not the best solution because some of the attributes may not be meaningful to the customer. Thus, we may be impressed by a brand that boasts a laundry list of features even though most of them are not determinant attributes.

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

Postdecision dissonance

occurs when a consumer must choose between two products, both of which possess good and bad qualities. For example, Miller Lite's claim that it is "less filling" and "tastes great" allows the drinker to "have his beer and drink it too."

purchase momentum

occurs when our initial impulse purchases actually increase the likelihood that we will buy even more

Malicious envy

occurs when the consumer believes the other person does not deserve his or her superior position. but he or she may be willing to pay more for a different brand in the same category (like a Samsung Galaxy) to set them apart from the other person.

Benign Envy

occurs when we believe the other person actually deserves a coveted brand. Under these circumstances the person may be willing to pay more to obtain the same item.

approach-avoidance conflict

occurs when we desire a goal but wish to avoid it at the same time. Some solutions to these conflicts include the proliferation of fake furs, which eliminate guilt about harming animals to make a fashion statement, As the model for L'Oréal cosmetics exclaims, "Because I'm worth it!"

Evaluations

positive or negative reactions to events and objects that are not accompanied by high levels of physiological arousal

Homeostasis

process by which organisms maintain a relatively stable internal environment

Message involvement

properties of the medium and message content that influence a person's degree of engagement with the message

brand loyalty

repeat purchasing behavior that reflects a conscious decision to continue buying the same brand This describes a pattern of repeat purchasing behavior that involves a conscious decision to continue buying the same brand.

Morning Morality Effect

shows that people are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning "To the extent that you're cognitively tired, you're more likely to give in to the devil on your shoulder."

Search engines

software that examines the Web for matches to terms the user provides

Long tail

states that we no longer need to rely solely on big hits (such as blockbuster movies or best-selling books) to find profits; instead, companies can also make money if they sell small amounts of items that only a few people want—if they sell enough different items For example, Amazon.com maintains an inventory of 3.7 million books, compared to the 100,000 or so you'll find in a large retail store like Barnes & Noble. Most of these stores will sell only a few thousand copies (if that), but the 3.6 million books that Barnes & Noble doesn't carry make up a quarter of Amazon's revenues! Other examples of the long tail include successful microbreweries and TV networks that make money on reruns of old shows on channels like the Game Show Network.

moods

temporary positive or negative affective states accompanied by moderate levels of arousal

Moderately knowledgeable consumers

tend to search more than product experts and novices

retail therapy

the act of shopping restores a sense of personal control over one's environment and as a result can alleviate feelings of sadness

drive theory

the belief that behavior is motivated by drives that arise from biological needs that demand satisfaction

perceived risk

the belief that choice of a product has potentially negative consequences, whether financial, physical, and/or social

weighted additive rule

the consumer also takes into account the relative importance of positively rated attributes, essentially multiplying brand ratings by importance weights

variety seeking

the desire to choose new alternatives over more familiar ones

drive

the desire to satisfy a biological need to reduce physiological arousal

evaluative criteria

the dimensions consumers use to compare competing product alternatives

Situational involvement

the extent to which a shopper is engaged with a store, Web site, or a location where people consume a product or service

Post-purchase evaluation

the final stage of consumer decision making when we experience the product or service we selected decide whether it meets (or maybe even exceeds) our expectations.

Marketing

the goal is to satisfy consumer needs

mood congruency

the idea that our judgements tend to be shaped by our moods 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. Similarly, retailers work hard to make shoppers happy by playing "up" background music and encouraging staff to be friendly. Then of course there's the traditional "three-martini" business lunch...

material accumulation

the instinct to earn more than we can possibly consume

subordinate category

the lowest level of categorization, which contains concepts that are less general and more specific than those at the basic level often includes individual brands.

involvement

the motivation to process product-related information

Executive control center

the part of the brain that we use to make important decisions

mass customization

the personalization of products and services for individual customers at a mass-production price

search engine optimization

the procedures companies use to design the content of Web sites and posts to maximize the likelihood that their content will show up when someone searches for a relevant term.

information search

the process whereby a consumer searches for appropriate information to make a reasonable decision a process we call prepurchase search All things equal, younger, better-educated people who enjoy the shopping/fact-finding process tend to conduct more information searches. Women are more inclined to search than are men, as are those who place greater value on style and the image they present.

consideration set

the products a consumer actually deliberates about choosing

narrative transportation

the result of a highly involving message where people become immersed in the storyline

Feature creep

the tendency of manufacturers to add layers of complexity to products that make them harder to understand and use

Expectancy Theory

the theory that people will be motivated to the extent to which they believe that their efforts will lead to good performance, that good performance will be rewarded, and that they will be offered attractive rewards

cognitive dissonance theory

the theory that we act to reduce the discomfort we feel when two of our thoughts are inconsistent

affect

the way a consumer feels about an attitude object

Evoked set

those products already in memory plus those prominent in the retail environment that co actively considered during a consumer's choice process We call the alternatives a consumer knows about