Consumer Behavior Test 3

communication characteristics

1. Source characteristics: who a. Source credibility: ex: expertise, trustworthiness, attractiveness b. Celebrity sources c. Sponsorship 2. Appeal characteristics: how it is communicated 3. Message structure characteristics: how it is presented

4 premises of Maslow's hierarchy of needs

1. all humans acquire a similar set of motives through genetic endowment and social interaction 2. some motives are more basic or critical than others 3. the more basic motives must be satisfied to a minimum level before other motives are activated 4. as the basic motives become satisfied, more advanced motives come into play

Motivataion v motive

Motivation: reason for behavior Motive: an unobservable inner force that stimulates and compels a behavioral response and provide specific direction to that response.

Cognitive Growth Motives

Need for Autonomy -need for independence and individuality -active, internal Need for Stimulation -people often seek variety and difference out of need for stimuluation -active, external Teleological Need -people's need to match their current situation w an image of a desired outcome or end state -passive, internal Utilitarian Need -people's need to acquire useful skills and new info from situations they view as opportunities -passive, external

types of consumer problems

active problem: the consumer is aware of or will become aware of in the normal course of events inactive problem: consumer is not aware

Four basic marketing strategies that can be adopted to alter the cognitive structure of a consumer's attitude toward a product.

changing beliefs about product performance changing perception of ideal brand or situation shifting importance of product attributes adding beliefs about product performance

program context effects

related to the nature of programming that surrounds a focal promotional message or commercial communicated to consumers.

utilitarian benefits v hedonic benefits

utilitarian: these refer to functional benefits and attitudes hedonic: these refer to emotional benefits and attitudes

problem recognition

when there is a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process, this is known as

simple intution

+ inexpensive and fast and easy - generated by individual, so may not apply to wide range of consumers

single trait approach examples consumer ethnocentrism need for uniqueness need for consistency loyalty

- Consumer ethnocentrism: individual is biased toward brands/market offerings made in their home country - Need for uniqueness: want to be special and different ex: Adidas mass customized products, runway clothes sold - Need for consistency: We will adjust the way we think and how we feel so we have consistency in us regarding a brands. We like balance - Loyalty: believe in that so you are going to keep buying brand

emotions in ads

- Enhances attention, attraction and maintanance capabilities - Processed more through and used to enhanced level of arousal - Enhance liking of the ad - Use w classical conditioning - Ex: chevy shows girl growing w dog and car

elaboration likelihood model (ELM) peripheral v central path

- Explains how marketers try to influence attitude change in consumers - Central path: Focus on important main relevant points. Advantages are you convince consumer to change attitude and they are more likely to remember this info since it is stronger and more persuasive. o Ex: car: cost, insurance costs, safety, reliability, reviews, fuel efficiency - Peripheral path: Go around main points. o Ex: car: big wheels, speeds, fluffy dice, color

Optimum stimulation level theory variety seeking

- Optimum stimulation level theory: each individual has a preferred level of stimulation, and we will do different things to maintain this preferred level. o Some people have a high level of stimulation so go sky diving, gambling o Some have lower level of stimulation, so trying new flavor is enough - Variety seeking: people who have a lower optimum stimulation level, but want a little bit of variety o Just want a new flavor of chips/ candy and I'm satisfied

Example of Emotion reduction as a product benefit:

- Use shower head as a reliver of stress

3 important ad tactics in communicating brand personality:

1) Celebrity endorsers (kendall w puma, we pay attention and remember more ads more w celebs) 2) User imagery: picks this type of user for commercial to show who typical user is (Ed Sheeran uses Heinz in fancy restaurant) 3) Executional factors: how fast or slow ad is, tone, message, words, song

situational influence communications situation Purchase situation usage situation disposition situation

1) Communication: marketers create ads depicting the appropriate situations to effectively reach target consumers 2) Purchase: idea of a consumer being in a purchase mode versus browsing mode and how the two situations differ 3) Usage: when the consumption of the market offering is appropriate for the situation 4) Disposition: how the individual gets rid of the product or product packaging

Marketing strategy and problem recognition

1) Discovering consumer problems a. Can use survey, focus groups while using activity analysis, product analysis, or problem analysis b. Human factor research: attempts to determine human capabilities in areas such as vision, strength, response time, flexibility and fatigue and the effect on these capabilities of lighting, temp, and sound c. Emotion research: marketers increasingly conduct research on the role of emotions in the problem recognition and resolution d. Ex: ad for autoguide.com telling consumers which cars are lemons 2) Responding to consumer problems a. Once a consumer problem is identified, the manager may structure the marketing mix to solve the problem b. Ex: salternative by Sunkist orange: healthy salt alt 3) Helping consumers recognize problems a. Generic problem recognition: involves a discrepancy that a variety of brands within a product category can reduce i. Increasingly generic problem recognition generally results in an expansion of total market ii. Ex: Got milk campaign helped to increase market share b. Selective problem recognition: i. Involves a discrepancy only one brand can solve ii. Firms attempts to cause selection problem recognition to gain or maintain market share iii. Ex: Crayola showing kids arts. Starbucks shows holiday drinks 4) Suppressing problem recognition a. Ex: a casino suppresses people spending too much many by placing when is too much brochure in not high traffic areas b. Ex: Newport ad about cigs. Alive with pleasure and showing people playing on beach

Five steps for developing situation-based marketing strategies:

1) Marketers can conduct focus group sessions, observational studies, in-depth interviews and secondary data 2) Survey a larger group of consumers to better understand how the market offering is used and benefits sought in usage situation 3) Create a person situation segmentation matrix 4) Marketer would evaluate each cell in terms of potential 5) Develop and implement the marketing strat for the cells that offer sufficient profit potential given your capabilities

Steps to the 3 types of decision making

1) Nominal decision making: o problem recognition o information search (limited internal) o purchase o post purchase evaluation 2) Limited decision making: o problem recognition o information search (internal, limited external) o alternative evaluation (few attributes, simple decision rules, few alts) o purchase o post purchase evaluation (no dissonance, limited evaluation) 3) Extended decision making: o problem recognition o information search (internal, external) o alternative evaluation (many attributes, complex decision rules, many alts) o purchase o post purchase evaluation (dissonance, complex evaluation)

5 characteristics of situations

1) Physical surroundings a. Sum of all physical features of the retail environment b. Servicescape c. E-servicescape d. Utilitarian v hedonic: utilitarian is functional, hedonic is feelings/emotion e. Components of physical surrounding: colors, aroma, music (slower music people spend more time), crowding 2) Social surroundings 3) Temporal perspective a. Deal with the effect of time on CB 4) Task definition a. Reason the consumption activity is occurring 5) Antecedent states a. Mood: transient feeling states that are generally not tied to a specific event or object b. Momentary conditions

3 types of motivational conflicts

1. Approach-approach a. Choice between two attractive alternatives b. Ex: you play scratch off and win 5K, so you can go on vaca or pay off car 2. Approach-avoidance a. A choice w positive and negative consequences b. Ex: sunless tanning products like lotion 3. Avoidance-avoidance: a. A choice of involving only undesirable outcomes

two v one sided message

1. One sided message: only focus on good things 2. Two-sided message: shows positive and negative. Ex: it is expensive but worth it

consumer decision making process

1. need recognition 2. information search 3. evaluation of alternatives 4. purchase 5. post purchase behavior

the 3 attitude components

Affective: emotional reactions or feelings of a consumer to an object Cognitive: the beliefs a consumer has about a product Behavioral: behavioral intentions or respect to specific attributes or overall object

Attitude

An enduring organization of emotional, cognitive, motivational, and perceptual processes with respect to some aspect of one's environment is known as a

personality

An individual's characteristic response tendencies across similar situations is known as -researchers agree it is nature and nuture

Appeal characteristics

Appeal characteristics: 1. Fear appeals a. use some sort of threat to get the consumer to do or not do something b. very dramatic, which turns off consumers and makes them disassociate c. work best when provide solution for consumer and do not make too dramatic 2. Humorous appeals a. Negative: you can offend people and not everyone sense of humor is the same, you can remember humor part but not actual brand from ad b. Ex: pringles ad with hand getting stuck in 3. Comparative ads a. Compare w competitors and point out how yours is better w specific attributes b. Ex: where's the beef ad with how wendys gives you more meat 4. Emotional appeals a. Ex: thai life commercial wants a positive response using affect. Do good things and it will start chain 5. Value expressive versus utilitarian appeals a. Value expressive: appeals to attempt to build personality for the product or create an image of the product user. Aims to show lifestyle of consumer i. More hedonic products: we use them for fun and pleasure ex: sports car b. Utilitarian: appeals to involved functional benefits that are important to consumer i. Makes sense to use this for more functional products ii. Ex: naked smoothie ad

attribute v goal framing

Attribute framing: - Only a single attribute is the focus of the frame - Ex: beef as either 80% fat free (positive) or 20% fat (negative frame) Goal framing: - Message stresses either + or - aspect of performing or not performing an act - Ex of +: nutrisystem shows lose 13 pounds & 7 inches w celebrity endorser

What three conclusions have researchers reached about brand personality?

Brand personalities create expectations about key brand characteristics. Brand personalities are often the basis for a long-term relationship with the brand. Consumers readily assign human characteristics to brands.

benefit segmentation

Consumers are grouped or divided on the basis of their most important attribute or attributes. This practice is referred to as

effects of a scented store environment

Consumers' intention to purchase certain items increases. Consumers' sense of time spent shopping decreases. Consumers' intention to revisit the store greatly increases.

McGuire's psychological motives

Detailed set of motives used to account for specific aspects of consumer behavior: - starts w emotion v cognition - from there, each on has further categories

emotions affect affective intensity

Emotion: identifiable specific feelings. Can be strong, relatively uncontrolled feelings that affect behavior Affect: refers to the liking/disliking of the specific feelings Affect intensity: some people are more emotional than others, a trait

experience shopping orientation social status perceived risk

Experience Increased probability of a repeat purchase reduces the likelihood of external search Shopping orientation Reduced likelihood of external search just before purchase when consumers engage in ongoing search Social status Decreased likelihood of engaging in external search as consumers move through different stages of life Perceived risk Increased probability of threat increases consumer engagement in external search

Maslow's Hierarchy of Needs

Generalization of overall human behaviors - Physiological needs (water, food, sleep) - safety (home) love & belonging (achieving deeper relationships) - esteem (acquired skills that lead to honor and recognition) - self actualization (you are living highest Potential)

Disrupt strategy: long run v short run

Long run Product improvement followed by attention-attracting advertising Short run Attention-attracting advertising specifically aimed at breaking habitual decision making

Affective Growth motives

Need for Assertion -need for success, power, admiration, accomplishment, and esteem -active, internal Need for Affiliation -need to develop satisfying relationships with others -active, external Need for Identification -need to play various roles and increase significant adopted roles -passive, internal Need for Modeling -need to base behavior on others, which explains conformity to refernce groups -passive, external

Cognitive Preservation Motives

Need for Consistency -people's need to have all facets of themselves uniform w one another, w a common motive being cognitive dissonance -active and internal Need for Attribution -people's need to determine what or who causes things that happen to them -active and external Need to Categorize -People's need to organize the vast array of experiences and information they encounter in a meaningful and manageable way -passive and internal Need for Objectification -people's need for observable symbols and cues that enable them to infer what they know and feel -passive and external

Affective Preservation Motives

Need for Tension Reduction -need to protect one's identity and self concept when one gets threatened -active, internal Need for Expression -need to communicate one's identity to others through one's actions -active, external Need for Ego Defense -need to lower arousal in order to effectively manage stress and tension -passive, internal Need for Reinforcement -need to act in certain ways that have been rewarded in the past in similar situations passive, external

number of alt perceived price range extent of store distribution info availability

Number of alternatives: Development of a large number of strategic models to guide consumers toward exclusive models Perceived price range: Implementation of cost matching strategies perceived by consumers as signaling lower costs Extent of store distribution: Strategic location of outlets to decrease engagement of consumers in external searches Information availability: Avoiding consumer accessibility to too much details about products which keeps consumers' need for information active without overloading them

evaluative criteria

Objective and subjective product characteristics that are important to a buyer

message framing

One of two equivalent value outcomes is presented either in positive or negative terms. This is referred to as

3 dimensions of emotion (PAD)

Pleasure: -affection, gratitude, faith, duty, competence Arousal: -interest, surprise, involvement, contempt, distraction, and deja vu -Emotional arousal is a benefit of using our product. - Used often with alcohol, sports cars, adventure vacations Ex: Bacardi rum: be the life of the party Dominance: -helplessness, conflict, fear, guilt, skeptical, shame

Preference strat acceptance strat intercept strat capture strat

Pref: extended decision making with the brand in the evoked set requires this strat -marketer needs to structure an info campaign that will result in the brand being preferred by members of target market accept: similar to pref, but the Target market is not seeking info about the brand -marketer must attract consumers attention or otherwise motivate them to learn about brand intercept: if target is engaged in limited decision making and the brand is not part of evoked set, objective is to intercept the consumer during the serach of info on teh brands capture: marketer needs to know here they search and what info they are looking for

segments of smartphone users

Prodigies: constantly connect, tech trend setters, more likely to be interested in ads tribals: hyper connected, often with many devices, strong influencers of others on social media personals: mobile savvy and love their phone, like connecting with friends through DM not social media, likely to buy ads on phone Pragmatists: mobile professionals who manage home and work with their phone, less likely to buy from ads Browsers: still learning to use phone, more comfortable accessing online content through mobile browser than on apps occasional: use their phone mostly to make calls, but still play games/check weather/get news, more receptive to ads on PC talkers: exhibit fairly light mobile use, use phone for convos and occasional video calls, ads are more effective when trad & digital

purchase v product involvement (aka enduring involvment)

Purchase: level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase -temporary state Product: consumer may be very involved with a brand or product category, and yet have a very low level of involvement with a particular purchase of that product because of brand loyalty ex: coffee drinkers

Regulatory Focus theory: 1) prevention focused ad: 2) promotion focused ads

Regulatory Focus theory: We as consumers may respond differently depending on which set of motives is highlighted or brought forth 1) prevention focused ad: want consumers to focus on avoiding negative outcomes with ad o car ad by including safety features o deodorant scaring people from not smelling bad o toothpaste to keep breath fresh 2) promotion focused ads: idea is to focus consumers on growth - ex: car ad uses words like powerful, agile, intelligent. The consumer can be these things by buying product

sponsorship

The financial support that a company provides for an event in order to promote the company's products is called

behavioral targeting

The process through which consumer click patterns are tracked on a website to decide on banner ad placement is known as

Involvment

a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting ex: you can create questionnare to determine

Brand personality

a set of human characteristics associated with a brand name Ex: nike has an active lifestyle, inspirational, exciting, cool personality - Sometimes consumers use products to bolster area of personality they feel is weak (ex: Gucci) - Sometimes consumers chose products that fit their personality (ex: jeep)

activity analysis product analysis problem analysis

activity:focuses on particular activity such as preparing dinner. Then, surveys or focus groups determine what problems consumers encounter during the performance of activity product: similar to activity, but examines the purchase or use of product/brand problem: starts with a problem and asks respondents to indicate which activities, products or brands are associated with the problems

Awareness set evoked set (aka consideration set) inert set inept set

awareness:composed of those brands consumers are aware of evoked: those brands or products one will evaluate for the solution to a particular consumer problem Inert set: composed of those brands consumers are aware of and view in a neutral manner Inept set: brands consumers are aware of and view negatively

cool v warm colors

cool colors: increase consumer satisfaction and sales warm colors: drive impulse purchases and attract attention

The five basic traits within the Five-Factor Model are based on traits formed by what two things?

early learning, genetics

Five factor model of personality (OCEAN)

extroversion -prefers to be in large group over alone -talkative -bold Neuroticism -moody -temper -touchy agreeableness -sympatheic -kind -polite openness to experience -imaginative -appreciative of art -finds novel solutions Conscientious -careful -precise -efficient

antedecent states

features of the individual person that are not lasting characteristics, such as mood

generic problem recognition selective problem recognition

generic: involves a discrepancy that a variety of brands within a product category can reduce selective: involves a discrepancy that only one brand can solve

What effect does perceived benefits have on one's external search for information?

greater perceived benefits, the more time will be spent searching

human factors research v emotion research

human: attempts to determine human capabilities such as vision, strength, temp, sound, lighting emotion: common approaches are surveys, focus groups, personal interviews

What are the three basic approaches marketers use to directly increase the affective component of a consumer's attitude toward their products?

increasing the tendency to like an ad or website classical conditioning increasing the mere exposure of the brand

Emotional intelligence (EI) and coping

individuals ability to use emotional info to be able to achieve the desired outcome - Those with higher EQ can cope better with product failure or service failure

Information search by consumers, using relevant information from long-term memory, once a problem is recognized, is known as

internal search

six factors that account for inconsistencies between measures of beliefs and feelings and observations and behavior

lack of need A consumer already owns an acceptable, albeit less preferred, brand. lack of ability A consumer's belief and feelings may be translated into want for one brand, but he or she may not have the means to purchase that brand. relative consumer attitudes A consumer may have a high attitude for one product but an even higher attitude for its competing brand. attitude ambivalence A consumer may hold mixed beliefs and/or feelings toward a brand. weak beliefs and affect A consumer, who upon gaining additional information about a competing brand, changes his or her initial attitudes toward a brand. interpersonal and situational influences consumer's purchase decision may be influenced by the needs of people directly or indirectly related to him or her.

manifest v latent motives

manifest: motives that are known and freely admitted Ex: someone buys J. Crew because they are high quality, comfy, and friends wear it -direct appeal latent: reluctant to admit it or unknown to consumer -indirect appeal o Ex: buys J. Crew because it is an upscale brand that will make her cooler and more popular

sources of information: memory personal sources independent sources marketing sources experiential sources

memory of past sources, personal experiences, and low involvement learning personal sources: such as friends, family, and others independent sources: such as magazines, consumer groups, and gov agencies marketing source: sales personnel, websites, and advertising experiential sources: inspection or product trial

types of decision making: nominal limited extended

nominal: referred to as habitual decision making, in effect involves no decision per se - ex: consumer buys same brand of olive oil without considering other prices and brands limited: internal and limited external search, few alternatives, simple decision rules on few attributes, little postpurchase evaluation - ex: decision based only on buying the cheapest extended: extensive internal and external info search followed by complex evaluation of multiple alternatives and significant postpurchase evaluation - ex: buying expensive jewelry

atmospherics, store atmosphere, servicescapes

process managers use to manipulate the physical retail environment to create specific mood responses to shoppers store atmosphere: sum of al retail stores physical features servicescapes: The atmosphere found in service businesses such as a spas, salons, and fast food restaurants

Promotion v prevention focused motives

promotion: related to consumers hopes and aspirations and center on a desire for growth and development prevention: related to consumers obligations and sense of duties and center on desire for safety and security

social v physical surrondings

social: the other individuals present in the particular situation physical: decor, sounds, aromas, lighting, weather

ritual

socially defined occasion that triggers a set of interrelated behaviors which occur in a structured format that have symbolic meaning - Come with prescribed consumption behavior - Can be negative, binge drinking Ex: wedding, holiday, have a soothing cup of tea

SEO

techniques designed to ensure that copmany's web pages are accessible to search engines and focused in ways that improve the chances of the page being found

demand

the willingness and ability of consumers to buy goods and services