Consumer Behavior- Jillapalli Exam 3 Review TXST

Four types of situations

The Communications Situation The Purchase Situation The Usage Situation, and The Disposition Situation

Types of Antecedent States

1. Moods 2. Momentary Conditions

Non-Compensatory Decision Rule

-Conjunctive Rule -Disjunctive Rule -Elimination-by-Aspects Rule -Lexicographic Rule

Three types of consumer choice processes

1. Affective Choice 2. Attitude-Based Choice 3. Attribute-Based Choice

Consumer decisions require information about

1. Appropriate evaluative criteria 2. The existence of various alternatives 3. Performance of each alternative on each evaluative criterion

Components of Physical Surroundings

1. Colors 2. Aromas 3. Music 4. Crowding

The five key dimensions/characteristics of situations

1. Physical Surroundings 2. Social Surroundings 3. Temporal Perspectives 4. Task Definition 5. Antecedent States

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

Active

Which of the following is not a type of consumer choice process? A. Affective choice B. Attitude-based choice C. Surrogate choice D. Attribute-based choice E. Affective choice, Attitude-based choice, and Attribute-based choice

Affective choice, Attitude-based choice, and Attribute-based choice

Situational influence

All those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.

Evaluative Criteria

Are typically associated with desired benefits and can differ in type, number, and importance.

It is a well-known fact that grocery store managers manipulate the physical retail environment by pumping the smell of bread, cookies, and donuts from the bakery into their stores. This is known as _____________.

Atmospherics

Human Factors 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, temperature, and sound. Observational techniques such as slow-motion and time-lapse photography, video recording, and event recorders are particularly useful methods. This type of research can sometimes identify functional problems that consumers are unaware of.

Driving Information to Consumers

Banner ads Permission-based e-mail Social media

Omni-Channel Retailing for the Omni-Channel Shopper

Because consumers access many channels--often simultaneously, most retailers are engaging in multi- or omni-channel marketing to reach consumers.

Consumers who exhibit a positively biased behavior toward a specific brand are exhibiting?

Brand Loyalty

The situation in which consumers receive information has an impact on their behavior and is referred to as the _____ situation.

Communications

Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards?

Conjunctive

Temporal Perspectives

Deal with the effect of time on consumer behavior. -Limited purchase time often limits search. -Internet shopping is growing rapidly as a result of the time pressures felt by consumers.

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?

Direct

Store-based Retailing

In-store shopping is perceived as neither fun nor efficient by many. Retailers are trying to enhance the experiential component through layout, music, personal shoppers, etc.

Disjunctive Rule

Establishes a minimum required performance for each important attribute (often a high level). All brands that meet or exceed the performance level for any key attribute are acceptable. If minimum performance was.

Conjunctive Rule

Establishes minimum required performance for each evaluative criterion. Selects the first (or all) brand(s) that meet or exceed these minimum standards. If minimum performance was.

Which of the following is NOT an example of information search? A. Sue asks her brother what kind of computer he has and whether he is happy with it. B. Gail returns the dress she bought because she couldn't find any shoes to match. C. Max reads some brochures he picked up at the store while looking at camcorders. D. Charlie took a test drive of the new Volkswagen Beetle. E. Jim goes to the bar and asks the bartender what kind of beer they serve.

Gail returns the dress she bought because she couldn't find any shoes to match.

Bob is searching the Internet for information on digital cameras, so he types in the words "digital camera" in Google. Which type of search is Bob conducting?

Genetic

Replenished Goods (online retailing)

High frequency purchase, moderate cost (vitamins, beauty aids), bought on a continual basis

Research Items (online retailing)

High-information, big ticket, planned purchase (electronics, travel), large price points, do not require touch

For which product is no disposition involved?

Ice Cream Cone

Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed?

Internal Search

Selective Problem Recognition

Involves a discrepancy only one brand can solve. Firms attempt to cause selective problem recognition to gain or maintain market share.

Generic Problem Recognition

Involves a discrepancy that a variety of brands within a product category can reduce. Increasing generic problem recognition generally results in an expansion of the total market.

Extended Decision Making

Involves extensive internal and external search followed by a complex evaluation of multiple alternatives. It is a response to the high level of purchase involvement. During post-purchase evaluation, doubts are likely and a thorough evaluation takes place.

Limited Decision Making

Involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little post-purchase evaluation. Middle ground between nominal and extended decision making. Involves recognizing a problem for which there are several possible solutions.

Attitude-Based Choice

Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice.

Driving Consumers to a Firm's Information: Website design

Is also critical. Ongoing and repeat traffic requires relevant and frequently updated content.

All other things being equal, consumers tend to prefer _____.

Larger retail outlets over smaller outlets

Convenience Items (online retailing)

Low-risk items, huge selection and discounts is important for this internet retailing, inexpensive

Costs vs. Benefits of External Search

Market Characteristics Product Characteristics Consumer Characteristics Situation Characteristics

Emotion Research

Marketers are increasingly conducting research on the role of emotions in problem recognition and resolution. Common approaches are surveys, focus group research and personal interviews that examine the emotions associate with certain problems. Critical in helping marketers anticipate consumer reaction to problems and train customer service personnel to respond appropriately.

Five primary sources of information available to consumers: 4

Marketing sources, such as sales personnel, websites, , and advertising.

Five primary sources of information available to consumers: 1

Memory of past searches, personal experiences, and low-involvement learning.

Determination of Which Evaluative Criteria Are Used: Direct

Methods include asking consumers what criteria they use in a particular purchase.

Post-purchase Dissonance

Occurs when a consumer has doubts or anxiety regarding the wisdom of a purchase made and is a function of the following: -The degree of commitment or irrevocability of the decision -The importance of the decision to the consumer -The difficulty of choosing among the alternatives -The individual's tendency to experience anxiety

Five primary sources of information available to consumers: 2

Personal sources, such as friends, family, and others.

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing this one instead. Connie is experiencing _____.

Post-purchase Dissonance

________ occurs whenever the consumer sees a significant difference between his or her actual (current) state of affairs and some desired or ideal state.

Problem Recognition

Nominal Decision Making

Referred to as habitual decision making, in effect involves no decision per se. Occurs when there is very low involvement with the purchase. Does not include consideration of the "do not purchase" alternative.

Symbolic Performance

Relates to aesthetic or image-enhancement performance.

Instrumental Performance

Relates to the physical functioning of the product.

Shelly orders her disposable contact lenses online, and she is sent two boxes every six weeks. Based on Forrester Research's categories of products and services, which does this represent?

Replenishment Goods

Online Retailing

Replenishment Goods Researched Items Convenience Items

Attribute-Based Choice

Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.

Any source of products or services for consumers is referred to as a

Retail Outlet

Internal Search

Search of long-term memory to determine if: 1. a satisfactory solution is known 2. what are types of potential solutions, and 3. ways to compare the possible solutions

Driving Consumers to a Firm's Information: Offline Media

Such as print and TV.

Determination of Which Evaluative Criteria Are Used: Indirect

Techniques assume consumers will not or cannot state their evaluative criteria. -Projective techniques: allow the respondent to indicate the criteria someone else might use. -Perceptual mapping: researcher uses judgment to determine dimensions underlying consumer evaluations of brand similarity.

Driving Consumers to a Firm's Information: Search engine optimization (SEO)

Techniques to ensure that a company's web pages are accessible to search engines and improving the chances they are found.

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic?

Temporal Perspective

Purchase Involvement

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase.

Task Definition

The reason the consumption activity is occurring. - self-use - gift giving: •social expectations •ritualized situations •to elicit return favors

Moods

Transient feeling states that are generally not tied to a specific event of object.

Consumption Guilt

When guilt feelings are aroused by the product/service use.

Five primary sources of information available to consumers: 5

Experiential sources, such as inspection or product trial.

The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent?

Extended Decision Making

Elimination-by-Aspects Rule

First, evaluative criteria ranked in terms of importance. Second, cutoff point for each criterion is established. Finally (in order of attribute importance) brands are eliminated if they fail to meet or exceed the cutoff. If rank and cutoff were

Discovering Consumer Problems

Identifying Consumer Problems Using Online and Social Media: Monitoring and tracking is not enough. Problems need to be solved in a timely and appropriate manner

External Search

If a resolution is not reached through internal search, then the search process is focused on relevant external information. Ongoing search is done to acquire information and because the process is pleasurable.

Five primary sources of information available to consumers: 3

Independent sourcesIndependent sources, such as magazines, consumer , such as magazines, consumer groups, and government agencies.

Atmospherics (store atmosphere)

Influences consumer judgments of the quality of the store and the store's image.

Driving Consumers to a Firm's Information: Behavioral targeting

Involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

Ritual Situation

Is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning.

Inactive Problem

Is one of which the consumer is not aware. Marketing strategy: Marketer must convince consumers that they have the problem AND that their brand is a superior solution.

Active Problem

Is one the consumer is aware of or will become aware of in normal course of events. Marketing strategy: Only require marketer to convince consumers that its brand is the superior solution.

Atmosphere (store atmosphere)

Is referred to as SERVICESCAPE when describing a service business such as a hospital, bank or restaurant.

Affective performance

Is the emotional response that owning or using the product or outlet provides.

Store Atmosphere (physical surroundings)

Is the sum of all the physical features of a retail environment.

Momentary Conditions

Temporary states of being (tired, ill, having extra money, being broke, etc.)

Affective Choice

Tends to be more holistic. Brand is not decomposed into distinct components for separate evaluation. The focus is on the way a product will make the user feel as it is used.

Measurement of Evaluative Criteria Involves a determination of

The Evaluative Criteria Used -Ex: Speed, Screen, Price, Camera, Battery, Style Judgments of Brand Performance on Specific Criteria The Relative Importance of Evaluative Criteria