Consumer Behavior Chapters 1-9, 14, 15

Consumer Misbehavior

In its most basic form, consumer misbehavior may be viewed as a subset of a more general topic, human deviance. Behavior that violates generally accepted norms of conduct.

Reference Groups

A group of individuals who has significant relevance for a consumer and who impacts the consumer's evaluations, aspirations, and behavior.

Consumerism

A term used to describe the activities of various groups to protect basic consumer rights.

PANAS

A type of survey/chart that allows consumers to check off certain things (i.e. if you're happy you would check the box next to happy)

Elimination by Attributes (EBA) Rule

A way to identify and rank (numerically) attributes that are important to you and set a minimum cutoff for each attribute. The product or brand that gets the best ratings in those attributes and meets the minimum cutoffs is the brand that consumer will choose.; i.e. consumer wants a car that is safe and gets good gas mileage and is choosing between Ford and Subaru. The Ford gets a 9/10 for safety but a 5/10 for gas mileage so it does not meet the minimum cutoff.

Compensatory Rule

Allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute; i.e. a car may get poor ratings for gas mileage but very high ratings for safety

Perceptual Attributes

Attributes you can see--color, shape, etc.

Societal Marketing Concept

Considers not only the wants and needs of individual consumers, but also the needs of society.

Ethics/Ethical duties

Consists of societal and professional standards of right and fair practices that are expected of marketing managers as they develop and implement marketing strategies.

Mere Exposure Effect

Consumers will prefer an object to which they have been exposed.

Social Judgment Theory

Consumers won't listen to or react well to an ad message that isn't within their latitude of socially acceptable messages

PRIZM

Deals with marketing segmentation

Types of Products (4)

Deficient Products - Products with little or no potential to create value of any kind. Salutary Products - Products that are good for both consumers and society in the long run and offer high utilitarian but little hedonic value. Pleasing Products - Products that provide hedonic value but may be harmful in the long run. Desirable Products - Products that deliver high utilitarian and hedonic value and also benefit both consumers and society in the long run.

Deontological vs. Teleological Evaluation

Deontological evaluations Focus on specific actions - Is this action right? Teleological evaluations Focus on the consequences of the behaviors - How much "good" will result from this decision?

Attribute Based Evaluation

Evaluate alternatives based on a series of attributes considered relevant to purchase situation

Affect Based Evaluation

Evaluate products based on the overall feeling that is evoked by the alternative

Relativism

Experiences vary based on prior experience--if a rich person steals food, it is wrong, but if a poor person steals, it is kind of a gray area.

Types of Risk Associated with Involvement

Financial risk, social, performance, physical time

Manipulative Sales Tactics

Foot-in-the-door technique Door-in-the-face technique Even-a-penny-will-help technique "I'm working for you!" technique

4 Issues that Affect Consumer Judgment

Just noticeable difference, attribute correlation, quality perceptions, brand name associations

Anomie

Lack of the usual social or ethical standards in an individual or group.

Misbehavior vs. Problem Behavior

Misbehavior is on purpose and problem behavior is out of the consumer's control; i.e. alcoholism or drug use, eating disorders, etc.

Basic Consumption Process

Need-->Want-->Exchange-->Costs/Benefits-->Reaction-->Value

4 Search Behaviors

Ongoing, Prepurchase, Internal, External

Lexicographic Rule

Option selected performs best on the most important attribute; i.e. a consumer is choosing between a Ford and a BMW and the most important attribute is safety--they choose the BMW

Bounded Rationality

Perfectly rational decisions are not always possible due to constraints found in information processing

Decision Making Perspectives 3

Rational; Experiential; Behavior Influence

Culture Jamming

Refers to attempts to disrupt advertisements and marketing campaigns by altering the messages in some meaningful way.

Self Esteem

Refers to the positivity of an individual's self-concept.

Self Concept

Refers to the totality of thoughts and feelings that an individual has about him or her self.

Types of Involvement

Represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act. High Involvement- Long term goods, expensive goods, etc. Low involvement- grocery shopping, less expensive, short lifespan

Types of consumer misbehavior

Shoplifting, retail borrowing, product misuse, fraud, etc.

Noncompensatory Rule

Strict guidelines are set prior to product selection, and any option that does not meet the specifications is eliminated from consideration

Consumer Bill of Rights

The right to safety. The right to be informed. The right to redress and to be heard. The right to choice.

Personality

The totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment.

Superordinate

Vague categories of products; i.e. soda as opposed to something more specific like diet coke

Schemas

a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity.

Satisficing

accepting the available option as satisfactory rather than choosing a specific brand

Consideration set- definition and 2 types

brands which are considered acceptable for consideration; inert & inept

Attribution Theory

focuses on explaining why a certain event has occurred; three elements: locus, control, stability; seeks to look at who is responsible for a given unsatisfactory situation and if the situation could have been prevented or will happen again

Product Categories - definition and 2 types

mental representations of stored knowledge about groups of products; superordinate and subordinate

Subordinate Category

more specific or detailed category; ex. diet coke

Conjunctive Rule

option selected must surpass a minimum cutoff across all relevant attributes; i.e. if the attributes you are looking for in a car are fast, good gas mileage, safe, a car must be at least an 8/10 in all those categories

Superego

plays the critical and moralizing role

Meaning Transferrence

process through which cultural meaning is transferred to the product and onto a consumer

Equity Theory

proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange; consumers want exchanges to be fair or equal to that of other consumer's exchanges

Id

set of uncoordinated instinctual trends

Left Skewness

the bulk of consumers indicate being satisfied or completely satisfied-->have to give more choices to respond to in order to prevent this from happening

Ego

the organized, realistic part that mediates between the desires of the id and the super-ego