Consumer Behavior Davis Ch 5-9
Types of Conditioning
Classical: attempts to create an association between stimulus Operant: attempts to create an association between a response
Asch Phenomenon
Individuals conform to majority rule, even if that majority rule goes against their beliefs
adopter categories
Innovators (2.5% to adopt) Early Adopters (13.5% to adopt) Early Majority (34% to adopt) Late Majority (34% to adopt) Laggards (16% to adopt)
adoption process
1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption
perception
4 major step process of: exposure, attention, interpretation, and memory
perceptual relativity
An aspect of interpretation that is generally a relative process rather than absolute.
pulsing
Any time it is important to produce widespread knowledge of the product rapidly, such as during a new-product introduction, frequent (close together) repetitions should be used.
Piaget's stages of cognitive development
Stage 1: sensorimotor intelligence (0-2) Stage 2: pre operational thoughts (3-7) Stage 3: concrete operations (8-11) Stage 4: formal operations (12 -15)
brand familiarity
___________ ___________ is an ability factor related to attention. Those with higher _______________ ______________ may require less attention to the brand's ads because of their high-existing knowledge
early majority
____________ ___________ consumers tend to be more cautious about innovations. They adopt sooner than most of their social group but also after the innovation has proved successful with others
primary groups
____________ ____________, such as family and friends, involve strong ties and frequent interaction
secondary groups
_____________ __________, such as professional and neighborhood associations, involve weaker ties and less-frequent interaction
punishment
a consequence that decreases the likelihood that a behavior will occur
product positioning
a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment
product repositioning
a deliberate decision to significantly alter the way the market views a product
multigenerational family
a family household containing at least 2 adult generations or a grandparents and at least 1 other generation
non family household
a householder living alone or exclusively with others to whom he or she is not related
hispanic
a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race
cognitive interpretation
a process whereby stimuli are placed into existing categories of meaning
subculture
a segment of a larger culture whose members share distinguishing values and patterns of behavior
information processing
a series of activities by which stimuli are perceived, transformed into information, and stored
born-again Christians
a strong belief in the literal truth of the Bible, a very strong commitment to their religious beliefs, having had a "born again" experience, and encouraging others to believe in Jesus Christ
hemispheric lateralization
a term applied to activities that take place on each side of the brain
concepts
abstractions of reality that capture the meaning of an item in terms of other concepts
flashbulb memory
acute memory for the circumstances surrounding a surprising and novel event
normative influence
aka utilitarian influence, occurs when an individual fulfills group expectations to gain a direct reward or to avoid sanction
identification influence
aka value-expression, occurs when individuals have internalized the group's values and norms
diverse
all subcultures are very ____________, and general descriptions do not apply to all of the members
household
all the people who occupy a housing unit
co-branding
an alliance in which two brands are put together on a single product
innovation
an idea, practice, or product perceived to be new by the relevant individual or group
opinion leader
an individual who influences the opinions of others, the "go-to person' for specific types of information
analogical reasoning
an inference process that allows consumers to use an existing knowledge base to understand a new situation or object
shaping
an operant conditioning procedure in which reinforcers guide behavior toward closer and closer approximations of the desired behavior
learning
any change in the content or organization of long-term memory or behavior and is the result of information processing
ambush marketing
any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not
reinforcement
anything that increases the likelihood that a given response will be repeated in the future
household life cycle (HLC)
assumes that households move into a variety of relatively distinct and well defined categories over time
smart banners
banner ads that are activated based on terms used in search engines
consumer skills
capabilities necessary for purchases to occur such as understanding money, budgeting, product evaluation, and so forth
zapping
changing channels to avoid commercials
community
characterized by a consciousness of kind, shared rituals and traditions, and a sense of moral responsibility
consumption-related attitudes
cognitive and affective orientations toward marketplace stimuli such as advertisements, salespeople, warranties, and so forth
online community
community that interacts over the around a topic of interest on the internet
consumption subculture
distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity
cognitive learning
encompasses all the mental activities of humans as they work to solve problems or cope with situations
two-step flow of communication
explains some aspects of communication within groups, but it is too simplistic to account for most communication flows
brand leverage
family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products
zipping
fast-forwarding through commercials on a program recorded earlier
retrieval failure
forgetting is often referred to as _________ ____________
inference
goes beyond what is directly stated or presented
reference group
group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior
dissociative reference groups
groups with negative desirability
family household
having at least 2 members related by birth, marriage, or adoption, one of whom is the householder
self-refrencing
indicates that consumers are relating brand information to themselves
perceptual defenses
individuals are not passive recipients of marketing messages
analytical reasoning
individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts
word-of-mouth (WOM) communications
individuals sharing information with other individuals in a verbal form, including face-to-face, on the phone, and over the internet
rhetorical figures
involve the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline
imagery
involves concrete sensory representation of ideas, feelings, and objects
multistep flow of communication
involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources
implicit memory
involves the non conscious retrieval of previously encountered stimuli
interpretation
is the assignment of meaning to sensations
consumption-related preferences
knowledge, attitudes, and values that cause people to attach differential evaluations to products, brands, and retail outlets
enduring involvement
leads to enhanced knowledge about and experience with the product category or activity
iconic rate learning
learning a concept or the association between two or more concepts in the absence of conditioning
laggards
locally oriented and engage in limited social interaction; adopt innovation only with reluctance
traditional family
married opposite-sex couple and their own or adopted children living at home
step family
married-couple family household with at least one child under the age of 18 who is a step-child
script
memory of how an action sequence should occur
brand community
nongeopgraphincally bound community; based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm
aspiration reference groups
nonmembership groups with a positive attraction
modeling
occurs when a child learns appropriate, or inappropriate, consumption behaviors by observing others
mediation
occurs when a parent alters a child's initial interpretation of, or response to, a marketing or other stimulus
instrumental training
occurs when a parent or sibling specifically and directly attempts to bring about certain responses through reasoning or reinforcement
exposure
occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves
informational influence
occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information
information overload
occurs when consumers are confronted with so much information that they cannot or will not attend to all of it
attention
occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing
perceptual mapping
offers marketing managers a useful technique for measuring and developing a product's position
schema
or schematic memory, sometimes called a knowledge structure; a complex web of associations
short-term memory (STM)
or working memory, is that portion of total memory that is currently activated or in use
closure
presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved
figure-ground
presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background
family decision making
process by which decisions that directly or indirectly involve 2 or more family members are made
consumer socialization
process by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace
infomercials
program-length (30-minute) advertisements that take an educational approach to communication with potential customers
market mavens
provide significant amounts of information to others across a wide array of products, including durables and nondurables, services, and store types
product placement
provides exposure that consumers don't try to avoid, it shows how and when to use the product, and it enhances the product's image
stimulus organization
refers to the physical arrangement of the stimulus objects
stimulus generalization
rub-off effect, occurs when a response to one stimulus is elicited by a similar but distinct stimulus
late majority
skeptical about innovations; they often adopt more in response to social pressures or a decreased availability of the previous product than because of a positive evaluation of the innovation
memory interference
sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way
proximity
stimuli positioned close together are perceived as belonging to the same category
adaptation level theory
suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less
early adopters
tend to be opinion leaders in local reference group; successful, well-educated; they are willing to take the risk but are also concerned with failure
long-term memory (LTM)
that portion of total memory devoted to permanent information storage
contextual clues
the _______________ ____________ present in stimuli play a role in the consumer interpretation independent of the actual stimulus
sensory discrimination
the ability of an individual to distinguish between similar stimuli
semantic memory
the basic knowledge and feelings an individual has about a concept
explicit memory
the conscious recollection of information, such as specific facts or events and, at least in humans, information that can be verbally communicated
low-involvement learning
the consumer has little or no motivation to process or learn the material
high-involvement learning
the consumer is motivated to process or learn the material
maintenance rehearsal
the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory
acculturation
the degree to which an immigrant has adapted to his or her new culture
religious subcultures
the different religions in America prescribe differing values and behaviors
extinction
the diminishing of a conditioned response
secular society
the educational system, government, and political process are not controlled by a religious group, and most people's daily behaviors are not guided by strict religious guidelines
affective interpretation
the emotional or feeling response triggered by a stimulus such as an ad
buzz
the exponential expansion of word of mouth
accessibility
the likelihood and ease with which information can be recalled from LTM
diffusion process
the manner in which innovations spread throughout a market
episodic memory
the memory of a sequence of events in which a person participated
just noticeable difference (j.n.d.)
the minimal change in a stimulus that can just barely be detected
stimulus discrimination
the process of learning to respond differently to similar but distinct stimuli
brand image
the schematic memory of a brand
elaborative activities
the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information
permission-based marketing
the voluntary and self-selected nature of such online offerings, where consumers "opt in" to receive e-mail based promotions
regional subcultures
these arise as a result of climatic conditions, the natural environment and resources, the characteristics of the various immigrant groups that have settled in each region, and significant social and political events
ethnic subcultures
those whose members' unique shared behaviors are based on a common racial, language, or national background
advertising wear-out
too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it
muting
turning the sound off during commercial breaks
group
two or more individuals who share a set of norms, values, or beliefs and have a certain implicitly or explicit defined relationships to one another such as their behaviors are interdependent
vicarious learning or modeling
using imagery to anticipate the outcome of various courses of action
innovators
venturesome risk takers, higher educated, use multiple information sources
online social network site
web-based service that allows individuals to (1) construct a public or semipublic profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system
brand extension
where an existing brand extends to a new category with the same name
cross-promotions
whereby signage in one area of the store promotes complementary products in another
ad avoidance
zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages