Consumer Behavior Marketing EXAM 1

McGuire's Psychological Motives

A fairly detailed set of motives used to account for specific aspects of consumer behavior.

Maslow's Hierarchy of Needs

A macro theory designed to account for most human behavior in general terms. Self Actualization Esteem Social Safety Physiological

Brand Personality

a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire.

Brand Equity

is the value consumers assign to a brand above and beyond the functional characteristics of the product.

ABC of Attitude

Affect: Emotions or feelings about specific attribute or object Behavior: intentions with respect to specific attributes or object Cognitive: Beliefs about specific attributes or object.

Latent Motives

Hidden motives

Strength of Learning (six factors)

Importance Message Involvement Mood Reinforcement Repetition Dual Coding

Appeal Characteristics Value-expressive appeals

attempt to build a personality for the product or create an image of the product user. Most effective for products designed to enhance self-image or provide other intangible benefits

Balance Theory

balance of the ABC of attitude

Goal Framing

Message stresses either positive aspect of performing an act or negative aspects of not performing the act. For example, having a yearly mammogram Benefits of having mammogram emphasized (positive frame) Risks of not having mammogram emphasized (negative)

Consumer Behavior

"the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives." In other words, consumer behavior involves the thoughts and feelings people experience and the actions they perform in consumption processes. It also includes all the things in the environment that influence these thoughts, feelings, and actions.

Operant conditioning

(or instrumental learning) involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.

Approach-Approach Motivational Conflict

A choice between two attractive alternatives

Avoidance-Avoidance Motivational Conflict

A choice involving only undesirable outcomes

Approach-Avoidance Motivational Conflict

A choice with both positive and negative consequences

What marketers can do to decrease competitive interference

Avoid competing Advertising Strengthen initial learning Reduce Similarity to Competing Ads Provide External Retrieval Cues

Vicarious Learning or Modeling

Behaviors are learned by watching the outcomes of others' behaviors or by imagining the outcome of a potential behavior

Mere Exposure Effect

More your exposed, the more positive it seems

Match-up Hypothesis

Celebrity sources works best when they match

Iconic Rote Learning

Concept or the association between two concepts is learned without conditioning

Product Positioning

Designing and executing a marketing strategy to form a particular mental representation of a product or brand in consumers' minds. Typically the goal is to position the product in some favorable way relative to competitive offerings.

Appeals

Fear Humorous Comparative Emotional Value-Expressive v.s. Utilitarian Appeals

Individuals with an independent self-concept tend to be

Individualistic Egocentric Autonomous Self-Reliant, and Self-Contained

Analytical Reasoning

Individuals use thinking to restructure and recombine existing and new information to form new associations and concepts

Lifestyle

basically how a person lives. It is how one enacts his or her self-concept. Influences all aspects of one's consumption behavior. Is determined by the person's past experiences, innate characteristics, and current situation.

Affective Growth Motives

Need for Assertion (active, internal) Need for Affiliation (active, external) Need for Identification (passive, internal) Need for Modeling (passive, external)

Cognitive Growth Motives

Need for Autonomy (active, internal) Need for Stimulation (active, external) Teleological Need (passive, internal) Utilitarian Need (passive, external)

Cognitive Preservation Motives

Need for Consistency (active, internal) Need for Attribution (active, external) [Attribution Theory] Need to Categorize (passive, internal) Need for Objectification (passive, external)

Affective Preservation Motives

Need for Tension Reduction (active, internal) Need for Expression (active, external) Need for Ego Defense (passive, internal) Need for Reinforcement (passive, external)

Individuals with an interdependent self-concept tend to be

Obedient Sociocentric Holistic Connected, and Relation oriented

Exposure

Occurs when consumers come into contact with information in the environment, some-times through their own intentional behaviors and sometimes by accident.

Attribute Framing

Only a single attribute is the focus of the frame. For example, describing beef as either 80% fat free (positive frame) or 20% fat (negative frame)

Brand Image

Refers to the schematic memory of a brand is what people think of and feel when they hear or see a brand name.

Schematic Memory

Remembering stories and similar experiences. expectations based on passed experiences

Motive

a construct representing an observable inner force that stimulates and compels a behavioral response and provides specific direction to that response. Motivation is the reason for behavior.

Attention

The process by which consumers select information in the environment to interpret. Also, the point at which consumers become conscious or aware of certain stimuli.

Market Segmentation

The process of dividing a market into groups of similar consumers and select-ing the most appropriate group(s) for the firm to serve.

Interpretation Processes

The processes by which consumers make sense of or determine the meanings of important aspects of the physical and social environment, as well as their own behaviors and internal affective states.

Geo-Demographic Analysis

Where people live mater because lifestyle differs

Manifest Motives

You may tell someone the motives

Primary Effect

You remember the first

Pull Strategies

cents-off coupons, to encourage the consumer to purchase the manufacturer's brand.

Appeal Characteristics Utilitarian appeals

involve informing the consumer of one or more functional benefits that are important to the target market. Most effective for functional products

Long-term Memory

is that portion of total memory devoted to permanent information storage.

Short-term Memory

is that portion of total memory that is currently activated or in use. STM is Short Lived Consumers must constantly refresh information through maintenance rehearsal or it will be lost. STM has Limited Capacity Consumers can only hold so much information in current memory. Elaborative Activities Occur in STM Elaborative activities serve to redefine or add new elements to memory and can involve both concepts and imagery.

Episodic memory

is the memory of a sequence of events in which a person participated.

Memory Interference

occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way. (A common form of interference in marketing is due to competitive advertising. Competitive advertising makes it harder for consumers to recall any given advertisement and its contents.)

Brand Leverage

often termed family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products.

Product Repositioning

refers to a deliberate decision to significantly alter the way the market views a product. This can involve: level of performance the feelings it evokes the situations in which it should be used, or who uses the product

Consumer Affect

refers to their feelings about stimuli and events, such as whether they like or dislike a product.

Consumer Cognition

refers to their thinking, such as their beliefs about a particular product.

Semantic memory

the basic knowledge and feelings an individual has about a concept.

Marketing Strategy

the design, implementation, and control of a plan to influence exchanges to achieve organizational objectives.

Recency Effect

the most recent the last thing you remember

Classical conditioning

the process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand).

Push Strategies

trade discounts and incentives to enhance retailers' selling efforts.