Consumer Behavior Exam 3

classical conditional and branding

brands sometimes associate themselves with unrelated meanings EX: -Malboro (product) associates itself with cowboys (unconditioned stimulus) to try and make user of their product feel the same rugged masculinity (response)

4. decision

deliberate: rational, quantified EX: investments, insurance, car shopping embodied: too many variables or unknowns: intuition, "fits like a glove" feeling EX: home, college

adolescence stage

from 13-18 begin to manage some money begin to make social connections independently

expectancy disconfirmation model

see photo

satisfaction management matrix

see photo

consumer culture

sensory overload: 3,500 messages per day.

married without children stage continued

dreams come true or life ends? married men report being happier than unmarried-opposite is true for women -marriage increases life expectancy of men more than women

1. Problem recognition different types of emotional/symbolic

emotional/symbolic -pursuit of positive emotions and meanings EX: excitement, happiness, love. E.g. buying a gift for someone -pursuit of negative emotions EX: fear, pain E.g. watching a scary movie -pursuit of experiences of transformation E.g. pilgrimage, extreme sports

other empty nest stages

empty nest II: retirees, often in paid and volunteer jobs empty nest III: spouse not present, increased health concerns, adult offspring increases influence in elderly parents' consumption

ego

starts to develop around around 3 -referee in the id vs. superego battle -governing principles: gratify the self (id) in ways that the world (superego) finds acceptable

person decision involvement

-needs, interests, and values *shaped by culture and social structure: different cultures and segments have distinct needs, interests, and values

situation decision involvement

-ordinary vs. special (+involving) -individual vs. collective (+involving)

Key takeaways Chapter 14

-perceptual processes affect consumer preferences and brand perceptions -but they should always be analyzed in relation to firms' goals and the cultural context

alternative evaluation compensatory approach

attributes compensate each other 1. select and evaluate important attributes 2. consider the best overall option

Instrumental conditioning

learning through the outcomes of behaviors: rewards and sanctions

observational learning

learning through watching actions of others -others = people and fictional characters

hierarchy of effects

ways to access information processing routes behavioral- action-based experiential- emotion-based cognitive- thought-based

3. Alternative Evaluation

the process of comparing and eliminating choices -evoked set: what one knows -consideration set: what one considers

perceptual process

the process of selecting, organizing, and interpreting sensations

impulse decision making

unplanned purchases that occur upon immediate confrontation with a stimulus that creates a strong urge -like habitual buy, it involves little effort -Main drives: environmental cues (information processed through peripheral route)

persuasion through the source

using a spokesperson such as a celebrity, character, etc. ex: geico gecko can be appealing through -attractiveness -credibility -meaningfulness

1. Problem Recognition

"problem": any kind of market offering that satisfies a need, want, or desire (Maslow's pyramid). perceived imbalance between actual and desired states typically, a mix of utilitarian and emotional/symbolic motives -utilitarian: make something more efficient, faster, better (ex: household appliances) -emotional/symbolic: give access to desirable experiences and meaning (ex: gifts, fashion

features of impulse decision making

-accumulation (clothes with tags, never-read books, never-used tools) -extreme feelings: from excitement to guilt (sometimes purchases are hidden)

creating contrast examples

-color: different from product category norms -size: 2-page ad vs. 1/2 page ad -surprise: guerilla marrketing

Id

-innate to babies -seek immediate gratification -governing principle: maximize pleasure and avoid pain

decision involvement

A person's perceived relevance of the purchase A function of -Situation -Object/experience -Person

observational learning experiment

Bandura's bobo doll shows us... -modeling: authority based on status/competence -retention: memorization of behavior -replication: use in similar situation

physiology

Birth 100 billion brain cells the essential connections Brain Development loss of cells based on use formation of connections to speed up thoughts

T or F, the self is made only of one's inner drives

False, the self is also made up of morality

attitude

a general evaluation of a person/thing -thoughts + behaviors + emotions

Attention Overview Part 2

Perceptual vigilance -people are more likely to process stimuli that 1. relate to their individualities and needs 2. contrast with environment and expectations

satisfaction outcomes

Satisfied customers are more likely to -Generate positive WOM -Tolerate price increases -Pay attention to a firm's messages

golden diagonal ad example

Taylor Swift Perfume

After a hard day at work, Marc always likes to go home and have a beer. This behavior shows how people are constantly balancing.....?

The Id and superego

dissatisfaction outcomes

Three main consumer strategies •Voice: share experience with firm •Exit: stop doing business •Negative WOM

Kim is whistling one of her favorite songs. She then realizes she is also thinking of the movie that plays this song as a part of the soundtrack. She truly enjoyed listening to that in the movie theater last week. Which kind of learning involves this stimulus pairing?

classical conditioning

the marketing importance of low and high involvement experiences

level of involvement significantly determines how people are more likely to process information (basis for persuasion)

Exposure overview

occurs when stimulus comes within the range of sensory receptors -Maximum --> highest level to be understood -Differential--> minimum change to be noticed -Absolute--> lowest level to be detected

the self overview

the self is multifaceted and can take contextual forms -interwoven with consumption

decision making process

1. Problem Recognition 2. Information Search 3. Evaluation of Alternatives 4. Choice

behavioral (action) process

1. action: trial, habit 2. affect: like, dislike, neutral 3. belief: sense-making of behavior *primarily used in low involvement purposes

experiential (emotion) process

1. affect: like, dislike 2. Action: purchase, disposal, support 3. belief: sense-making of behavior *both low and high Involvement purchases

cognitive (thought) process

1. belief: examines facts and figures 2. affect: forms preference 3. action: purchase, disposal, support *primarily used for high involvement purchases

colors send signals

Cold colors (blue, green, purple): draw less attention, reduce blood pressure, signal trust and focus Warm colors (red, yellow, orange, pink): draw more attention, increase blood pressure, signal excitement or impulsivity

learning

a relatively permanent change in behavior/thought three main routes: -observational -classical conditioning -instrumental conditioning

classical conditioning

a stimulus that elicits an involuntary response is paired with another that initially does not elicit that response. EX: Pavlov's dog experiment

extended problem solving

a systematic process that involves high effort -purchases that people consider consequential and for which they have time available -information processed through central route

What is correct to say about the life cycle of families in the U.S.? a) All answers are wrong b) People are having children earlier than in past generations c) People start to accumulate substantial debts only after getting married d) Full nest II and III involves the downsizing in one's consumption patterns

a) All answers are wrong

In a marketing campaign, a cereal bar is advertising its new vitamins and its role in supporting a fiber-rich diet. What part(s) of the Freudian system is this ad appealing to? a) Superego b) Id and superego c) Id and ego d) Symbolic self-completion

a) Superego

When people are little involved with a purchase decision, which one of the following is likely to hold true? a) They will use the peripheral route b) They will do a thorough information search c) They will pay attention to complex information d) They are likely to become brand loyal.

a) They will use the peripheral route

Alice knew her mother's birthday was coming up and thought she would get her mom some chocolate. When Alice went to her local grocery store she noticed the candy aisle to be a little overwhelming and the chocolate options all looked the same. What is one way a specific chocolate company can differentiate itself to stand out to consumers? a) Use the differential threshold to create contrast within the shopping environment b) Use warm colors on the packaging c) Have a paragraph description underneath their product to give consumers a taste of what their product is about d) Use the absolute threshold to make sure the product can be noticed

a) Use the differential threshold to create contrast within the shopping environment

One important way that media impacts the heavy media users is by _________. a) distorting their sense of reality b) increasing their ability to manage emotions c) reducing impulse buy d) helping them cope with sensory overload

a) distorting their sense of reality

attention areas: golden diagonal

ads

persuasion

an attempt to influence someone's attitude

alternative evaluation non-compensatory approach

attributes do not compensate each other 1. determine a cutoff point for the most important criterion 2. eliminate options that do not meet the cutoff point 3. if 2+ options remain, follow same steps for other most important criteria

This morning, Joe went to his favorite coffee shop. However, he didn't order his usual coffee. After looking at a sign for seasonal coffee, he decided to try this product. Which kind of decision making does Joe's purchase illustrate? a. impulse b. habitual c. extended problem solving

b. habitual

Inertia- main drive habitual decision making

based on... -previous experiences "I've always bought this." -similar to loyalty in repetition, but different in involvement level

childhood stage

birth to 12 years old (tweens 10-12) financially dependent mostly a user; often an influencer mostly id-driven: play, fun, pleasure

variety seeking- main drive of habitual decision making

decision driven by a desire of experimenting a little variation within a familiar product category

superego

counterweight to the id one's conscience Governing principles: comply with social norms and others' expectations

adolescence continued

cultural script: anti-adultism underdeveloped notion of risk -brain not fully developed until age 25 particularly susceptible to peer pressure mostly id-driven: fun, play, social acceptance (pain avoidance)

empty nest I stage

cultural script: enjoy life Id makes a comeback children have left and are financially independent often in good financial position (no mortgage) begin to give away material possessions to children

married without children stage

cultural script: getting ready for "next stage" two incomes: burst of buying, shared costs, more free income women are have kids when they're older now. As of 2016 the average age of a new mother is 30 with college education, 23 without college education

early singles stage

cultural script: unique experiences focus: career and finding partner period of long lasting memories: music, trips... increased influence of superego Cons: anxiety related to big decisions, increasing debt: only 1/3 of college students are debt free

high involvement experiences

experiences and decisions that consumers see as important EX: home, carr, wedding, healthcare, insurance -shaped by culture and social position

low involvement experiences

experiences and decisions that consumers see as irrelevant EX: pens, cleaning products, candies -shaped by culture and social position

satisfaction drive continued

fairness -is the price fair? -who is responsible for the mistake? -am I being treated with dignity?

other full nest life stages

full nest II: with school-age children, larger packages, homes, and cars full nest III: with teenagers, largeres packages, homes, and cars

attention areas: golden triangle

how people view search pages such as google

freud's personality drives

id: instincts ego: reality superego: morality

the marketing importance of attitude

if someone has a positive attitude towards an object, this person is more likely to choose, consume or recommend it

sensation

immediate response of sensory receptors to basic stimuli -use of "trained" neural pathways dismissal of irrelevant or useless information

observation learnings model I

intergenerational consumption parents influence children's consumption patterns: favorite stores and brands, hobbies, relation with money EX: impulsive, thrifty, etc.

2. information search

internal: previous experiences, memory external: word-of-mouth, reviews, marketing communication

habitual decision making

involves little effort -bulk of consumer decisions -may or may not result in repeat purchase -information process through peripheral route

Sigmund Freud and Consumption

key contributions to social sciences early life experiences subconscious fundamentally human inner tensions

Full Nest I: Young Children

less time to spend together, income loss: daycare or suspension of one person's career housework in dual income households: men spend about 10 hours a week on chores, women spend about 19 *stay-at-home dads represent less than 1% of married couples

child stage continued

limited cognitive abilities (can't recognize persuasive content until 8 years old) advertisement is often regulated

observational learning model II

mass media commercials and programming shape sense of reality -soap opera viewers believe people are more affluent than they are -celebrities and brands normalize certain body types

Central route of information processing

mostly used in high-involvement purchases lasting attitude due to cognitive dissonance- the process through which people dismiss information that counters their cherished beliefs

peripheral route of information processing

mostly used in low-involvement purchases

persuasion through two-sided structure communication

negative and positive information -negative issue first: only negative things that are already known -positive after: direct or compensatory rebuttal

satisfaction

the overall sense of getting positive value from a consumption experience the perceived difference between expectations and performance

persuasion through one-sided structure communication

only supportive or negative claims better for people with a neutral or positive image of the brand

instrumental conditioning in the marketplace

positive reinforcement comes through.. -loyalty programs, rewards, compliments, special deals on low-demand days/hours negative reinforcement comes through... -late fees, fines, loss of status

persuasion through rational appeal

present factual, verifiable, measurable pieces of info to consumers

persuasion through emotional-moral appeal

present things that make consumers feel a sense of duty or that they're helping the "greater good"

persuasion through emotional arousal appeal

present things that make consumers feel strong emotions such as sex, humor, or fear. -main challenge with this appeal is to use it without overpowering the commercial content

object/experience decision involvement

price, risk, complexity

heuristics- main drive of habitual decision making

rules of thumb; mental shortcuts; Ex: price -->When people see a higher price they assume higher quality. brands-->People assume established brands are safer than unestablished brands. place of origin-->French wines are high quality. German cars are high quality.

environmental cues- main drive of habitual decision making

seemingly inconsequential external stimuli that make people more likely to act in a certain way EX: listening to french music can make people more likely to purchase french wine. warm colors give off the perception of coziness.

Differential Threshold

sensory adaptation -stimuli tend to go to the background of one's perceptual field Lack of enough contrast (Weber's Law) -the stronger the current/initial sensory stimulus, the greater the additional intensity needed for the next stimulus to be perceived

attitudes are...

socioculturally structured cultural environment + social structure position = patterned opinions about what is acceptable and important

satisfaction drives

superior performance on key attributes happy employees first experience: easy of use expectation management EX: "Your estimated wait time is 10 minutes. I'm in training."

Marketing implications of freud's personality drives

symbolic self-completion theory when self experiences imbalance, people seek external experiences that restore balance

family life cycle

the changes in behavior due to changes in family position and composition Caveat -life cycle theory is based on the average family -research opportunity: consumption in non-traditional families

Attention Overview

the degree of mental processing devoted to a particular stimulus Perceptual selection -people attend to only a small portion of stimuli

brand image

the learned perceptions about a brand as reflected by the associations retained in consumer memory -observational (ex: celebrities) -classical conditioning (ex: pairing with meaningful stimuli) -instrumental conditioning (ex: reinforcing behavior)

brand image is....

the learned perceptions that consumers retain in their memories

Interpretation overview

the meaning we assign to sensory stimuli based on cultural schemas -organized collection of beliefs and feelings about a particular object or situation