CB Final Exam

What are the stages of the considered pathway to purchase?

Stg1) Open to possibility 2. Decision to buy or change 3. Evaluating 4. Shopping 5. Experiencing

List three of the best practices for marketing to consumers with disabilities.

•Including people with disabilities in your market research, advertising and other marketing communications - ensuring website and other communications are accessible to people w/ disabilities - designing bricks and mortar est. and entertainment venues to ensure all facilities and merch are readily accessible to people with disabilities - diversity training - universal design principles

List three marketing opportunities offered by the habitual pathway to purchase.

•Open to possibility: Personalize replenishment needs •Evaluating: Continue to drive personalization as consumers plan their shopping trip •Shopping: Bring the best of the online world into the store, blurring the physical and digital •Experiencing: Bring the best of the brick and mortar experience into the home - ads so that they recognize brand in store - in store ads -- promotion and special display

List and describe ways to appeal to the senses using digital tools.

•Shoppable videos: powerful and increasingly popular vehicle across online channels. Brands can take this asset a step further by making videos shoppable, where brands can display clips alongside a series of product images. Clickable videos bring products to life while keeping the experience interactive and fun. •Artificial intelligence: automate a website's media assets, such as image and video tagging and transcription, so brands can automate the optimization of visual content to appeal best to a shopper's sense of sight •Augmented reality: digital experience that allows users to experience brands in real-time through their personal devices. For example, Amazon gives shoppers the ability to visualize furniture in their own space, Sephora allows users to upload a selfie and "virtually try on" various products •Virtual reality: gives customers an immersive experience with the product, making online shopping easier and more accessible, even appealing to multiple senses at one time.

What is distinctiveness and why is it important for businesses to understand it?

•Why so important: •Distinctive content draws attention •Distinctive content is easier to store in memory and to recall later (isolation effect) •The more similar items are, the harder they are to retrieve •How to achieve it: •Make rewards specific and tangible •If you are not first to market, strike with distinctiveness •The more an item differs from others, the bigger its effect •Find opportunities to deviate from consumers' expectations •Think in opposites •Enable self-generated distinctiveness •Achieve distinctiveness with a human touch and deep meaning.

According to the American Marketing Association, what is consumer behavior?

"the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives."

What is a script in the context of consumer memory? Why are scripts important for marketers to understand? Gives examples of how consumers' scripts have changed because of new products.

- "scripts": developed so you know what to expect and how to behave at certain events; part of semantic/declarative memory - marketer must persuade to learn new scripts for performing ordinary tasks for which they have richly developed, frequently uses automated scripts - convince potential customers that script for using technology/ product is easy to learn/worth effort

WIIFM- what is it and how could it help makers of autonomous cars overcome consumers' fears about them?

- "what's in it for me" factor: getting people to trust an idea - it does the driving for them- after a few miles (20mins), experience feels normal - people trust it too quickly - leap asking people is not a new experience (bc used to being passenger), but asking people to trust a machine vs a human to drive... it is strangely familiar - will the benefits of the machine doing the job of a human outweigh the risks? - typical American commuter spends average of 52 mins per day in traffic

What does the Ipsos survey of affluent consumers show about Black vs White consumer behavior?

- Affluent African American Households spent $246bil in past year on expenditures - men spent 1.6x more on designer clothing, 1.6x more on formal wear, 1.5x business clothing, 1.4x outerwear; women 1.4x designer clothing, 1.3x business clothing, 1.3 evening apparel; accessories: 1.4x fine watches, 1.3x fine jewelry spend more on nice things

What were the BERT experiment findings? What are the implications for humans' trust of robots?

- Bert A super-efficient and faultless but couldn't talk; Bert B mute but not perfect, dripping some of eggs; Bert C was clumsy bot but had facial expressions and could apologize for mistake - C asked each of 21 participants in study how he did and whether they would give him a job. Most were uncomfortable, some mimicked Bert's sad expression (emotion contagion). Felt bad to say no - at end of experiment, participants asked about how much they trust Bert A, B, or C on scale of 1-5 and had to select one bot for job as personal kitchen assistant - 15/21 participants ended up picking Bert C -people trust a bot that is more human-like over one that is mute but significantly more efficient/reliable - if think machines are perfect and they make mistake, you don't trust them but may regain trust if some basic social etiquette is used and the machine says "sorry"

What is collaborative lifestyles? Provide an example and briefly explain how it reduces waste.

- Collaborative lifestyles: Nonproduct assets like space, skills, and money are exchanged in new ways - Airbnb, underused bedrooms, and entire home; Taskrabbit, matches those who need errands/work done around house w/ those willing to do so - Need creative idea funded but not w/ standard markets or bank to finance -- Kickstarter 9matches those w/ ideas w/ those willing to fund -- garden but no land? Landshare, pools landowners w/ those willing to work a plot "Millions of houses and spare rooms around the world are sitting empty and have "idling capacity". AirBnB.com, the "Match.com for travel," allows anyone from private residents to commercial property owners to rent out their extra space."

What is prospective memory? Know and understand the model the author presents showing the relationship between business cues at Point A and consumer responses at Point B.

- Prospective memory: "remembering the future" "remembering a future intention" - when engag. in prospective thinking, may combine older pieces of information in new ways - Part A: We share content here.B: Remember and act on future intentions' complete 3 steps: (1) Notice cues that link to intentions (2) search memory for something related to those cues and intentions (3) if something is enough, execute (all tied to brain tendency to seek reward, avoid punishments) (buy wine see store example) •We "remember" our plans as we remember our past experiences- the brain makes no distinction •When Kilian is thinking about his past mountaineering adventures and imagining a future one, he is drawing from similar types of information: •Vivid visual imagery (skis, snow, midnight sun) •Contextual information (the mountain) •Facts (details about his team) •Conceptual information ("It's about improving, not winning") •Personal meaning (he's at the forefront of a growing trend) •Emotions (elation at skiing in a surreal location with friends) •Remembering the past becomes useful if it gives us insights into future outcomes •People remember what a business says and act on it in the future •Businesses are choreographers of delayed intentions.

What are the conditions for trusting new ideas?

- The California Roll Principle - The WIIFM factor ('what's in it for me') - Trust influencers

What is a means-end chain? In the context of means-end theory, what is a product attribute? A benefit? A goal or core value? How are the three concepts related?

- according to means-end chain theory, we choose products that possess the specific attributes we associate w/ the benefits we seek when we use the product; these benefits are, in turn, linked to our larger goals and values - means-end chain allows insight into purchases ? - product attribute: product feature/characteristic; exists even if the product is never used - goals and values resides exclusively in consumer's mind - benefit (or consequence): what consumer gets by using the product; alone embodies consumer's interaction w/ the product •Product has attributes •Attributes have consumer benefits •Consumer benefits (aka consequences of using the product) help us achieve our goals •Goals are expressions of our core values - research means-end chain for brands/products using an in-depth interview called laddering; thru structured sequences of questions, we ascend fr product attributes that are important to the interviewee, to benefit each attribute provides when the consumer uses the product, from there to goal/core value each benefit helps consumer fulfill

How are basic, performance, and excitement attributes related to customer satisfaction?

- basic attributes: minimum stand. brand must possess to enter marketplace (restaurants must be clean, surgeons must have medical training and licenses, motor vehicles must have working motor/breaks/engine) - importance increases as level decreases - performance attributes: have linear relation w/ customer satisfaction; typical of brands in category.. importance does not vary (gas mi, internet speed, battery life) - excitement attributes: unexpected & while absense doesn't engender dissatisfaction, their presence increases levels of satisfaction (neck/shoulder massage by hairdresser, free class of wine at nail salon, vet who replies quickly)

Why should businesses understand how prospective memory works?

- business perspective, use findings fr research on prospective memory and extract practical insights to help others act on future intentions - w/ prospective model in mind at point a, can prime audiences w/ proper cues, help them to keep LT memory what is important and make it easier to execute on intentions in point b - craft memorable content - use cues to trigger memory of presentation/product

Considered Pathway to Purchase - Stage 5: Experience

- consumer is discovering what it's like to live with product over weeks/months, years for motor vehicles, houses, large appliances, etc - experience stage is process rather than discrete event w/ many ups and downs - quality of consumer's post purch experience depends on expectations abt product compared with its performance; marketers should manage people's expectations

Considered Pathway to Purchase - Stage 3: Evaluating

- consumer may already know what brand/model want due to information acquired during "open to possibility stg" - Usu. seek more info w/ greater focus on own specific needs/wants -interactive buying guides, expert reviews, brand comparisons useful at stage, reviews by users who purch product similar

What are consumer demographics and why should marketers research them?

- demographic data such as that collected in decennial U.S. Census answers many questions of interest to marketers, public policy makers, and consumer advocates. (What is av. household size and composition, how will it change in next 2, 5, 10 yrs?) - important to marketers so they know what to market, target market

Explain the factors that determine the effectiveness of a cue.

- effectiveness of cue depends on how strongly they are related to a desired intention and how salient (noticeable) they are to draw attention at the time of remembering - good cue can remind us what to do at a time when it counts (Point B messaging) - cues act as primes, may be: time-based, event-based. - for cues to work, must be distinctive enough and tied to an intention people care about

What roles do memory, motivation, and emotion play in leading us to act?

- emotions: states elicited by rewards and punishments emotion felt while obtaining rewards is happiness; also willing to act to avoid negative emotion (disappointment) - motivation is the state we are in when we are willing to work to receive a reward or avoid a punishment motivated to act in order to obtain rewards (affection, praise, physical touch, $) - memory is the process that leads to the selection of appropriate action to obtain a reward or avoid a punishment - memory, emotions and motivated impacted by the presence, absence, or termination of rewarding or punishing stimuli

Considered Pathway to Purchase - Stage 1: Open to Possibility

- encompasses awareness of available brands and our associated thoughts/feelings, many which may have accumulated over time - tracking products, even when we don't intent to purchase (in this state of mind) - most likely if high level of personal interest in product category - access to company info sources; greater trust in nonmarketing media offering expert reviews, and more trust in user reports

Compare and contrast expectations and anticipation.

- expectation is seeing the future -- general beliefs about the world, which produce the tacit knowledge that something is going to happen - anticipation is feeling the future -- thinking consciously of what's going to happen and prep. for it - anticipation helps people convert the prediction of a reward into the motivation to go get it - while expectations run in background and may be generic, anticipation brings it forward for a minute

What is the relationship between expectations and surprise?

- form expectations automatically and mostly unconsciously based on what we pay attention to, past experiences, motivations and emotions. - when expectations are not met (surprise),. prediction error is a teaching moment on how to adapt - surprise is departure from an expected norm

Who besides a marketer benefits from studying consumer behavior? How do they benefit?

- government agencies charged with ensuring product safety, fair business practices, truth in advertising, clear labelling--all concerned with our remaining safe from defective products, free from discriminatory business practices and well-informed about choices in market place(U.S. agencies concerned with consumer protection: Consumer Product Safety Commission, Bureau of Alcohol, Tobacco and Firearms, Federal Trade Commission, Food and drug Admin; EU directive concerned w/ consumer protection: General Product Safety Directive)

What is meant by the term "trust influencers"?

- groups of people who can disproportionately influence a significant change in the way we do something - People who set new social norms - when enough trust influencers are seen to have made the trust leap and survived, millions will follow quickly •TransferWise- peer-to-peer funds transfer system- swapping is faster, cheaper, easier than using a financial institution •TransferWise trust influencers: pensioners-retired British living abroad- need to swap pounds for euros •Social proof (consensus) at work

What kind of research does Ray Burke describe in his video? Why should retailers conduct consumer research, according to Burke? What are the major findings from the studies he discusses?

- how consumers' eyes scan grocery stores; shopper behavior; measure shoppers eyes, skeleton--tracking; watch what consumers purchase - improve customer experience, increase customer satisfaction, increase business performance; anticipate shoppers' needs/desires, discover points of engagement and friction in the shopping process, improve retail experience and measure how shoppers respond --> shoppabilitiy - notice displays, tend to focus on what you're shopping for, shelf displays bed when straight, time to find product quicker when have picture of product in mind; apparel shopping - mens merch fold in half increase touchability/sales

What is incidental exposure and why is it important in a consumer-behavior context?

- incidental exposure: exposure that appears and then disappears so quickly we aren't aware of it, can affect our cognitions, affect, and behavior - related to "Subliminal" perception of logos: perception occurs when brain responds to stimulus but we aren't aware we perceive it...

According to Botsman, what is the nature of the "trust leap" with AI?

- introduces a new dimension encompassing everything from smart programming to centuries old ethics - present trust leap is that people rely on technology to do something for them - future trust leap w/ AI is the person trusts the AI technology to decide to do something for the person - raises new/pressing ? about tech: whether we're talking to chatbot, cyborg, virtual avatar, humanoid robot, military droid or self-driving car, when an automated machine has that kind of power over our lives, how do we set about trust in on its intensions?

List two ways in which scent in a retail context can affect consumers.

- logoscents: serves the same purpose as visual or sonic logo, instantly identifying brand and vividly reminding consumers of brand experiences - ambient scent and behavior: men's and women's apparel store: when vanilla (F) diffused, sales of women's apparel increased; spicy, floral scent rose maroc (M), higher sales in men's clothing

California Roll Principle- what is it, how does it work, and how does it explain the eventual success of sushi in the U.S.?

- making the unfamiliar more familiar - concept of sushi introduced in US during 60s, people did not like the idea of eating raw fish when used to cooked meat and potatoes - Ichiro Mashita created the California roll - when strange ingredients were combined w/ familiar ingredients (cucumber, crab meat, avo), Americans also preferred rice on outside - The Lesson of the California Roll is simple -- people don't want something truly new, they want the familiar done differently

Considered Pathway to Purchase - Stage 2: Decision to buy or change

- most common trigger of decision to buy or change a considered product are malfunctioning of consumer's current model, change in circumstance that necessitates an upgrade or 1st purchase in product category, and learning about a new model via marketing or through word of mouth - consumers find new product announcements intriguing enough to investigate, even though may not trusting of marketers' claims

Considered Pathway to Purchase - Stage 4: Shopping

- most consumers do most brand research and eval using online and go to store when narrowed down consideration set to few brands or one - customers don't wish to linger/brows, focus on item(s) of interst, once scrutinized and selected alternative and compl a final price check, seek efficient purch experience fr reputable retailer offers extended warranties and full refunds - also opposite, bricks&morter stores as showrooms to browse/learn abt alternatives, complete purchase online - increasing #s of consumers who gather info, eval brands, and shopping/purchasing online increases -- efficient checkout, free/low priced shipping, return product free refund, rapid deliveries

Describe two ways in which music in a retail setting affects consumers.

- music used to set a mood, buttress the brand identity, alter time perception, elicit other specific consumer cognition or affect, all as means of increasing store traffic, sales, and repeat visits - Abercrombie&F: targets teens to be sexy and cool--loud music chases away undesirables -- passerbys may experience emotion reaction to music (like/dislike) -music genre and style may also affect how we interact with merch and purchases (wine stores, classical = more expensive wine; French = french wine, etc). - slow-tempo music: supermarkets: slow pace, linger longer, make more purchases.. banks: cause bank customers to underestimate time spent in line

List and give marketing- or consumer-related examples of the three qualities of semantic memory that make it so powerful.

- organization of semantic memory: know the culture your marketing in ("Animals" is a high-level category which is subdivided into the broad categories of birds, mammals, and fish, each of which is linked to its typical characteristics (fur, wings, etc.) and instances (cow, canary, etc.).) - malleability of semantic memory: when marketer intro a product extension, consumers quickly and mostly w/o thinking store concept under existing category.. design product to look a little different fr current offerings if brand possesses significant advantage over current offerings. (readily identifiable as a vacuum cleaner, with its new technology and innovative design, the first Dyson vacuum became more than a home appliance (i.e., for women); it earned honorary status in the "power tool" schema, hence was viewed as more acceptable for men to use.) - searchability of semantic memory: for habitual purch, dont rely on consumers' ability to recall brand name w/o help but familiarize w/ it though media that will reach them; considered purch, reliance on brand recognition not so critical bc consumers actively seek info from variety of sources about products and brands of interest (could not remember store, but could remember had mints)

How does personalized trust differ from generalized trust?

- personalized trust: confidently relying on another person (husband/dr./friend). Personalized trust refers to an attribute that rests in someone specific, generally someone we are familiar with. The more we interact w/ person, the more confident we become about how they will behave. - generalized trust: trust we attach to an identifiable but unidentified group or thing. "Trust like a contract that guarantees an outcome"... ex: trust a postal service to deliver my mail.

List examples of quantitative and qualitative research, respectively. How do quantitative research methods differ from qualitative ones? What are advantages/disadvantages of each?

- quantitative research: used to quantify aspects of object of study; required data that is either numerical or may be coded as such. -- good for delving into "who, what, and how much" questions -ex of quantitative: frequencies and rates of occurrence (ex. # of ice cream purch during summer vs winter), ratings and rankings, magnitudes or counts (sales, # of ppl who click on ad), answers to questions w/ specific alternatives - qualitative research: well suited to questions when too little is known about potential answers to construct close-ended survey questions sporting lists of well-specified alternatives; or when object of study is not readily quantifiable. "why's" of consumer behavior - qualitative: designed to meet stringent req. for meaningful stat analysis -ex: complex, emotional fraught topics like how we think we feel about the idea of luxury, nature of relationships w animal companions); one-on-one in depth interviews, ethnographic research which researcher simultaneously participates in and observes ppl using brands in daily lives. - must meet different but equally rigorous set of standards for thematic analysis - qualitative research sample size are small bc costly in time/labor, philosophy underlying them is that when new themes stop emerging with each additional informant, no need for further sampling

What is a redistribution market? Provide an example and briefly explain how it reduces waste.

- redistribution market: Underutilized, pre-owned goods are redistributed. - ownership does transfer (ex. used goods transferred fr one buyer to next); goods passed fr someone who doesn't want them to someone who does, rise of internet made it more likely givers/sellers find takers/buyers - Redistribution markets may be free (Freecycle) or involve money (ebay, Struffstr, uSell), some involve animate obj (PetBridge pet relocation) - people buy used and former owners don't throw away Americans discard 7 million tons of cardboard annually. UsedCardboardBoxes.com "rescues" and resells boxes to movers."

Compare and contrast search, credence, and experience attributes. Provide an example of each. Why is this distinction important?

- search: an attribute we can investigate for self while shopping, b4 deciding which brand to purchase (in minimalist running shoes: search attr. incl price and weight) [clothing, car, food] - experience attribute: those we can eval only after we buy and use (consume) product --depend on other reviews to "fill in" (experts at Outdoor Lab offer eval of shoe's traction and durability, we need to wear to determine for self) [restaurant meals, lawn fertilizer, haircut, entertainment] - credence: can't eval for selves bc. we lack expertise or the wherewithal to perform tests needed; we must rely o experts (computer repair, education, legal services, complex surgery)- as we go towards credence, perceive decision as increasingly risky

How does distinctiveness relate to similarity?

- similarity is mandatory for enabling distinctiveness because something becomes distinct after periods of similarity (walking to the store is distinct after many days of driving to a store) - allow audiences' brains to habituate to similarity; easier for message to stand out

How do effort, risk, time delay, and social aspects affect the value we perceive in a reward? How does a reward's value affect our intention to act?

- the values we assign to rewards come fr the effort necessary to obtain rewards (physical, mental, financial), from the risk, and from the delay before we receive rewards; values also depend on social impact associated w/ rewards higher the value, stronger the motivator

Why would a business want to create anticipation in consumers?

- to make them act and purchase product (something pushing them into action, something find so motivating they are willing to act, make messages anticipatory)

How does Botsman define trust? What is a "trust leap" and why is it essential to innovation?

- trust is the conduit (channel) through which ideas travel. Trust drives change - trust is confidence in one's expectation; evaluation of outcomes, how likely it is that things will go right - trust leap occurs when we take a risk and do something new or in a fundamentally different way; create new possibilities; break down barriers and help us form new relationships; help us to mash up ideas and memes in unexpected ways, and as ex. of Alibaba, open up new markets, new networks and new alliances that would once have been unthinkable (first time you put credit card details into internet) - trust leaps are needed for innovation bc need to take the risk of trying new things - trust conduit through which new ideas travel. Trust drives change

What does Botsman mean by the "trust shift"? Know how distributed trust differs from institutional trust.

- trust shift: the historical evolution of trust from local to institutional, and institutional to distributed - w/ Airbnb, need to have confidence in platform itself and in the connections between hosts and guests - trust must exist in the platform and between people in the community - distributed trust not always fairly or evenly distributed (racial discrimination)

What are the trust signals Botsman describes? Be able to identify examples of them.

- trust signals: clues or symbols that we knowingly or unknowingly use to decide whether another person is trustworthy or not -- supposedly give us the ability to 'read' each other - looks and first impressions (men with slightly happy face perceived more trustworthy than men with slightly mad face - masks make it hard to gauge) - clear symbols of status or authority (white lab coat, police officers badge); Uniforms can be powerful shortcuts for enabling trust (if see postal uniform at door, will open); in overseas countries w/ dodgy water, will buy Evian or brand known because perceived as safe - third-party endorsement (institutional trust): association w/ different trusted brands or institutions to establish credibility (Doris falsely associated with Salvation Army) -- used to help us make decisions (choosing between 2 lawyers when one has degree from Wittier (worst rank) and other from Harvard.

How does Botsman describe the trust formation process? Be able to answer questions about the "trust stack".

- trust stack: first, we have to trust the idea; then the company, then we have to trust the other person (or in some instances a machine or robot) -- behavioral pattern for forming trust - ex: Blabla car: 1st level - have to trust the idea of ride sharing is safe and worth trying. Has to be enough understanding and certainty, or reduced uncertainty, to make us willing to try. Next, having confidence in platform and compay (knowing that BlaBlaCar will remove bad apples before the ride and help us if something goes wrong). Third, using different bits of info to decide whether the other person is trustworthy (at this level where real trust happens, but can't get there w/o going though other 2 stages)

Explain what surprise is and how we respond to it.

- two processes in brain when surprised: reaction and evaluation of what just happened -engages attention -when faced with surprise, biologically adaptive to assume the worse - surprise is a prediction error bc natural selection favors accurate predictions - surprises initially treated as bad, induce a alarm or stress reaction, releases opiates, endorphins, to allow to fight may lead to joy (accompanies evaluation)

What does it mean to say that trust is contextual?

- we have to ask "do I trust this person to do x?" - need to think of trust as trusting someone to do something - depends on what that person is qualified to do - what we are trusting someone to do fundamentally changes the alchemy and order of importance of those 4 necessary traits: competence, reliability, integrity, and benevolence

Explain what is meant by priming.

- when something in the environment causes subtle changes in our cognitions, affect, or behavior w/o our awareness; in effect, the environmental cue primes the response, much as you would prime a pump.

What are the executive functions that children must be taught?

- working memory: ability to hold and use multiple information "chunks" (scripts and schemas) for brief seconds. Enables juggle different tasks (interrupt grocery shopping to change baby, recall where cart is, resume w/o backtracking). Guides us though multi-step scripts for tasks like preparing a meal, checkers - inhibitory control: enables us to filter out distractions from an important task, resist temptations like sugary snacks, control emotions like frustration and anger, and think before speaking. - cognitive flexibility: enables us to switch scripts or schemas when situation changes. Ensures we behave appropriately in different social settings. Enables us to change our plan on the fly when circumstances dictate and to view problems from different perspectives. (casual v formal dining)

Define consumer vulnerability.

...a state of powerlessness that arises from an imbalance in marketplace interactions or from the consumption of marketing messages and products. It occurs when control is not in an individual's hands, creating a dependence on external factors (e.g., the marketer) to create fairness in the marketplace. The actual vulnerability arises from the interaction of individual states, individual characteristics, and external conditions within a context where consumption goals may be hindered and the experience affects personal and social perceptions of self.

List the five ways the sharing economy creates value.

1. By giving people an opportunity to use others' cars, kitchens, apartments, and other property, it allows underutilized assets or "dead capital" to be put to more productive use. 2. By bringing together multiple buyers and sellers, it makes both the supply and demand sides of its markets more competitive and allows greater specialization. 3. By lowering the cost of finding willing traders, haggling over terms, and monitoring performance, it cuts transaction costs and expands the scope of trade. 4. By aggregating the reviews of past consumers and producers and putting them at the fingertips of new market participants, it can significantly diminish the problem of asymmetric information between producers and consumers. 5. By offering an "end-run" around regulators who are captured by existing producers, it allows suppliers to create value for customers long underserved by those incumbents that have become inefficient and unresponsive because of their regulatory protections.

What are the stages of the habitual pathway to purchase? List them in order and describe each.

1. Experiencing: consumers decide to make habitual purchase when need to replenish supply of item (food, household supplies, personal care); don't think of product until we need them and most do not gather info outside store setting. 2. Decision to buy or change: running out triggers decision to buy or change 3. Evaluating (open to possibility): consumers make list of items need/may need to look for; 4. Shopping (open to possibility) EVALUATE and shop for products in store while standing in front of shelves, looking at alternatives; most likely open to possibility in form of in-store samples, promotions/displays, recollection of word-of-mouth (personalization, enrichment, information) 5. Experiencing 6. Decision to buy or change: earning and maintaining customers' loyalty to brand difficult even if brand's perf. exceed consumers' expectations bc cost of trying low for habitual purchases

Know and understand the four traits of trustworthiness Botsman discusses.

1. Is this person competent?: how capable a person is to do something - skills, knowledge, experience to do a particular role/task 2. Is this person reliable?: reliability comes down to person's consistency in doing what they said they would... can i depend on this person to follow through? 3. Does this person have integrity?: about honesty and fairness, what are their interests./motives? What do they gain by lying/telling the truth? 4. Is this person benevolent (well meaning/kind)? : empathy and goodwill; how much does this person care about the goal or commitment?

To act on future intentions successfully, what are the steps we must take?

1. Notice cues that are linked to intentions 2. Search their memory for something related to those cues and intentions 3. if something is rewarding enough, execute

List and briefly describe the five the dimensions of product involvement. Provide an example of each. Why is it important for a consumer researcher to understand consumer product involvement?

1. Personal interest a person has in a product category, its personal meaning or importance 2. hedonic value of product, its ability to provide pleasure and enjoyment 3. the sign value of the product, the degree to which it expresses the person's self 4. the perceived importance of the potential negative consequences associated with a poor choice of the product (risk importance) 5. Perceived probability of making such a poor choice (risk probability)- search for brand production features, ratings and reviews depends in large part on level of involvement w/ product or brand determines how extensively we look into product attributes/benefits

What is a food desert?

Food deserts are areas where people have limited access to a variety of healthful foods. This may be due to having a limited income or living far away from sources of healthful and affordable food.

How does inhibitory control affect our consumer behavior?

In Consumer Behavior, clears path to successful resolution of product problems, empowers us to save for significant purch, moderate ingestion of junkfood/trash TV, turn off screens b4 bed

List and briefly describe three circumstances that would make any consumer vulnerable.

Lack of access to information (about toxic ingredients in cosmetics, pathogens and allergens in foods, operational dangers of airbags and numerous other products... foodborne illnesses) •Sources of vulnerability: •lack of access • to adequate information •to reasonably good quality products at an affordable price •to customer service needed: •to obtain information to complete a transaction •to solve a problem after purchase. Eg: Voice assistants and accents, guiding principles of inclusive design, gender bias in audio captioning

What is a product-service system? Provide an example and briefly explain how it reduces waste.

Product service system: easy access to benefit of a product (the service) is provided - tangible goods shared or rented through peer-to-peer or business to consumer market places - ownership doesn't transfer from sharer/seller to borrower/buyer -- product is essentially leased as service, good itself eventually returned if needed - if products sit unused for much of time, good way for peer owner to make money and renter to avoid expense and hassles of ownership - ex: Turo (cars), Fretish (musical instruments), Peerby (tools, electronics, household goods) - reduces waste because people are not buying new things that they may only use once and throw "Half of U.S. households own power drills, but most are used for only 6 to 13 minutes during their lifetime. Zilok.com offers peer-to-peer daily rental of tools..."

How does teaching children to set goals help them learn self-control as consumers?

Self-control goals start out as explicit instruction; might be "don't take anything off the shelf." Alternative goal work even better, activation may inhibit the tempting impulse and direct the child's attention to a constructive, prosocial activity *find milk,) - w/ practice, child will internalize self-control or alternative goal which will become implicit, activated automatically by entering supermarkets

What is the relationship between trust and risk?

The elements of trust: vulnerability and expectation. Trust and risk are like brother and sister. Trust is the remarkable force that pulls you over that gap between certainty and uncertainty. It is literally the bridge between the known and the unknown. Trust is a confident relationship with the unknown. Trust leaps expand what is possible.

Why would a business seek to surprise consumers?

can touch consumers so that they post experience online, marketing effort/viral campaign - can convince them to pay attention and make decisions

How do we go about creating anticipation in consumers?

do something that pushes them into action, something that they find so motivating they are willing to act, make messages anticipatory - offering anticipated reward, dopamine released in higher doses when there is unexpected but pleasant reward

What is cognitive flexibility and how does it shape our behavior in consumer contexts?

enables us to switch scripts or schemas when situation changes. Ensures we behave appropriately in different social settings. Enables us to change our plan on the fly when circumstances dictate and to view problems from different perspectives - Consumer context req. flexibility in choice of scrips incl casual vs formal dining, shopping at bargain vs high-end retailers, choosing gifts for fam/friends/colleagues, adapting to quickly changing communication norms, troubleshoot

Why do marketers spend so much money collecting or purchasing "store data"?

includes store-level brand and product sales volume, pricing, promotions at the point of sale and distribution across individual store location - enables marketer to determine whether price changes, special promotions and/or locations of stores carrying brands are correlated with changes in sales volume

Why is it important for a student or practitioner of consumer behavior to use an interdisciplinary approach to understanding it?

marketer should have interest in all views (tradition ecn, motivational psych, social psy, cog. psy, soc., anthro, beh. ecn) because helps them consider wide array of choices, how interactions are informed -enables retailers to choose appropriate brands, forms, flavors, quantities - inform store design and location, merch presentation, salesperson behavior

List three marketing opportunities offered by the considered pathway to purchase.

• Open to possibility: Drive desire with enriching digital content • Decision to buy or change: Store reputation is a critical part of this stage • Evaluating- Find ways to curate information via personalization • Shopping- Bring the best of the online world into the store • Experiencing- Personalize the in-home experience with set-up help and validate the decision with consumer reviews