Consumer Behavior Quiz 2

describe (3) ways marketers can use pyschographics

A lifestyle profile looks for items that differentiate between users and nonusers of a product. A product-specific profile identifies a target group and then profiles these consumers on product-relevant dimension A general lifestyle segmentation places a large sample of respondents into homogenous groups based on similarities of their overall preferences.

What are values, and why should marketers care?

A value is a belief that some condition is preferable to its opposite. A person's set of values plays a very important role in consumption activities. Consumers purchase many products and services because they believe these products will help to attain a value-related goal.

describe affect of ABC model

Affect refers to the way a consumer feels about an attitude object.

What are some strategies marketers can use to increase consumers' involvement with their products?

Appeal to the consumers' hedonic needs Use novel stimuli Use prominent stimuli Provide value customers appreciate. Include celebrity endorsers to generate higher interest in commercials.

describe behavior of ABC model

Behavior involves the person's intentions to do something with regard to an attitude object

What is the difference between buzz and hype?

Buzz is word of mouth that is viewed as authentic and generated by customers. In contrast, hype is dismissed as inauthentic-corporate propaganda planted by a company with an axe to grind. The corporate paradox is the phenomenon that the more involved a company appears to be in the dissemination of news about its products, the less credible it becomes. If consumers disseminate the information, the information is more credible.

describe cognition of ABC model

Cognition refers to the beliefs a consumer has about an attitude object.

Do humorous ads work and if so under what conditions?

Humor is more likely to be effective when the brand is clearly identified and the funny material does not "swamp" the message. This danger is similar to one we have already discussed about beautiful models diverting attention from copy points. Subtle humor is usually better, as is humor that does not make fun of the potential consumer. Finally, humor should be appropriate to the product's image. An undertaker or a bank might want to avoid humor, whereas other products may adapt to it quite well

Why do marketers use metaphors to craft persuasive messages? Give two examples of this technique.

Metaphors allow the marketer to activate meaningful images and apply them to everyday events. In the stock market, "white knights" battle "hostile raiders" using "poison pills;" Tony the Tiger equates cereal with strength, and the Merrill Lynch bull sends the message that the brokerage is "a breed apart."

The List of Values (LOV) Scale

Scale was developed to isolate values with more direct marketing applications. This instrument identifies nine consumer segments based on the values they endorse and relates each value to differences in consumption behaviors. These segments include consumers who place a priority on such values as a sense of belonging, excitement, warm relationships with others, and security.

What is source credibility, and what are two factors that influence whether we will perceive a source to be credible?

Source credibility refers to a source's perceived expertise, objectivity, or trustworthiness. Factors affecting source credibility are: 1) whether the source's qualifications are viewed as relevant, and 2) whether or not there is a bias associated with the source.

What is VALS2, and how do marketers use it?

The Values and Lifestyles (VALS™) System Uses a battery of 39 items to divide U.S. adults into groups, each with distinctive characteristics. Marketers use this typology to target segments that are in their target audience.

How do Eastern and Western cultures tend to differ in terms of how people think about the self?

The emphasis on the unique nature of the self is much greater in Western societies. Many Eastern cultures instead stress the importance of a collective self, where a person derives his identity in large measure from his social group. Both Eastern and Western cultures see the self as divided into an inner, private self, and an outer, public self. However, where they differ is in terms of which part is seen as the "real you"—the West tends to subscribe to an independent construal of the self that emphasizes the inherent separateness of each individual.

What is a halo effect, and why does it happen?

The halo effect occurs when persons who rank high on one dimension are assumed to excel on others as well. It happens because of the transfer of meaning from one object to another. Classical conditioning can help explain how the halo effect works.

The Rokeach Value Survey.

The psychologist Milton Rokeach identified a set of terminal values, or desired end states, that apply to many different cultures. The Rokeach Value Survey, a scale used to measure these values, also includes a set of instrumental values, which are composed of actions needed to achieve these terminal values.

We sometimes enhance our attitude toward a product after we buy it. How does the theory of cognitive dissonance explain this change?

The theory of cognitive dissonance states that when a person is confronted with inconsistencies among attitudes or behaviors, he or she will take some action to resolve this "dissonance," perhaps by changing an attitude or modifying a behavior. The theory has important ramifications for attitudes, because people are often confronted with situations in which there is some conflict between their attitudes and behaviors. Thus, if a person encounters negative information about a product after purchasing it, they may discount that information and focus on positive information that would reaffirm their reasons for having purchased.

What is consumer involvement? How does this concept relate to motivation?

We can define involvement as "a person's perceived relevance of the object based on their inherent needs, values, and interests." The word object is used in the generic sense. It refers to a product (or a brand), an advertisement, or a purchase situation. Consumers can find involvement in all these objects. Involvement increases consumer motivation to process information about the object.

Product involvement refers to....

a consumer's level of interest in a particular product. An auto enthusiast has a high level of involvement in the automotive category, so s/he will be motivated to learn about new and existing automobiles.

Define a brand personality and give two examples

a. A brand personality is the set of traits people attribute to a product as if it were a person. Marlboro may be viewed as rugged and outdoorsy. Many of the most recognizable figures in popular culture are spokes characters for long-standing brands, such as the Jolly Green Giant, the Keebler Elves, or Charlie the Tuna.

How do feelings about the self influence the specific brands people buy?

a. Because many consumption activities are related to self-definition, it is not surprising to learn that consumers demonstrate consistency between their values and the things they buy. Self-image congruence models suggest that products will be chosen when their attributes match some aspect of the self. These models assume a process of cognitive matching between product attributes and the consumer's self-image

How do levels of commitment to an attitude influence the likelihood it will become part of the way we think about a product in the long-term?

a. Consumers vary in their commitment to an attitude; the degree of commitment is related to their level of involvement with the attitude object. Consumers are more likely to consider brands that engender strong positive attitudes.

What is Motivation and how is the idea relevant to marketing

a. Motivation refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce this tension.

What are three specific kinds of AIOs?

activities, interests, opinions

Physiological

ads that promise to provide a cure for hunger or thirst fall in this category

What are (3) ABC models of attitude

affect, behavior, cognition

Social

alcohol companies, fragrance companies, and oral hygiene companies often focus on social/belonging (as do dating websites)

Purchase situation involvement refers to....

differences that may occur when buying the same object for different contexts. Here the person may perceive a great deal of social risk or none at all.

What are three obstacles to predicting behavior even if we know a person's attitudes?

impulsive actions; situation changes, novelty seeking

Describe three personality traits relevant to marketers.

innovativeness (the degree to which a person likes to try new things) materialism (amount of emphasis placed on acquiring and owning products); self-consciousness (the degree to which a person deliberately monitors and controls the image of the self that is projected to others)

Safety

insurance companies, security companies and social marketing campaigns often focus on safety

Esteem

luxury goods, educational institutions, and athletic footwear/apparel manufacturers often focus on esteem

The ideal self is a

person's conception of how he or she would like to be, whereas the actual self refers to our more realistic appraisal of the qualities we have and don't have. Product choices will vary, but products associated with the ideal self are more likely to be expressive.

List three psychological principles related to persuasion

reciprocity, scarcity, authority, consistency, liking, and consensus.

Self-actualization

spiritual organizations, some charities and the military focus on self-actualization

Message-response involvement (advertising involvement) refers to..

the consumer's interest in processing marketing communications. Consumers are generally more involved in processing advertisements in print media than on television.

Define psychographics

to determine how the market is segmented by the propensity of groups within the market-and their reasons-to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.