321 mktg ch 7

What can make a characteristic seem more important to a consumer and facilitate its recall from memory?

Framing

a theory of motivation based on a hierarchy of needs.

Maslow's hierarchy of needs

____ also affects the direction and intensity of behavior

Motivation

Do all consumers go through all stages of the consumer buying decision process?

No, not all include all stages AND it can end at any stage

One of the most popular frameworks for understanding consumer lifestyles and their influences on purchasing behavior is a product called

PRIZM

_____ partly determine people's general behavior and thus influence their behavior as consumers.

Psychological influences

______ is the first step in the perceptual process.

Selection

______________occurs when a person receives information inconsistent with personal feelings or beliefs and he or she selectively interprets the information, changing its meaning to align more closely with expectations.

Selective distortion

traditional and online marketers go to great lengths to understand their customers' needs and wants so that they can develop and modify products to satisfy them. This information provides

insights into buying behavior

Personality characteristics

compulsiveness, ambition, gregariousness, dogmatism, authoritarianism, introversion, extroversion, and competitiveness.

this process can be affected by numerous influences, which are categorized as situational, psychological, and social.

consumer buying decision process

behavioral intentions model considers ,,,

consumer perceptions of what other people, particularly peers, believe is the best choice among a set of alternatives

cognitive dissonance, which involves

doubts in the buyer's mind about whether purchasing the product was the right decision

Physical surroundings include

location, store atmosphere, scents, sounds, lighting, weather, and other factors in the physical environment in which the decision process occurs.

people are motivated to

maintain a current acceptable state of being, to improve their state of being to a more ideal level, or to avoid negative consequences.

The opinion leader is in a position, or has knowledge or expertise, that

makes him or her a credible source of information about a few topics.

Buyers can also obtain information from

independent sources: government reports, news presentations, publications such as Consumer Reports, and reports from product-testing organizations, for instance

The family life-cycle stage affects

individual and joint needs of family members.

at what stage does consumer buying decision process end?

individuals can end the process at any stage

Consumers also learn by experiencing products indirectly through

information from salespeople, advertisements, websites, internet videos, social media, friends, and relatives.

Step after problem recognition

information search

Situational factors can be classified into five categories:

physical surroundings, social surroundings, time perspective, reason for purchase, and the buyer's momentary mood and condition

process is called ____ because an individual selects (mostly unconsciously) which inputs will reach awareness.

selective exposure

In _______, a person remembers information inputs that support personal feelings and beliefs and forgets inputs that do not.

selective retention

self concept aka

self image

These refer to people's needs to grow and develop and to become all they are capable of becoming

self-actualization needs

Information inputs are

sensations received through sight, taste, hearing, smell, and touch.

social influences are divided into

seven major groups: roles, family, reference groups, digital, opinion leaders, social classes, and culture and subcultures.

Utilitarian consumers

shop online because it is a useful and fast way to purchase certain items, whereas hedonic consumers shop online because it is a fun and enjoyable way to find bargains.

three major categories of influences are believed to affect the consumer buying decision process:

situational, psychological, and social

Forces that other people exert on buying behavior are called

social influences

Culture also includes

society-specific core values and the degree of acceptability of a wide range of behaviors

Social class also influences people's

spending, saving, and credit practices

hedonic consumers

spent more time on the internet for each purchase and shopped online more often than utilitarian consumers

The objects toward which we have attitudes may be

tangible or intangible, living or nonliving.

situational involvement is

temporary and dynamic, and results from a particular set of circumstances, such as the sudden need to buy a new laptop after the current one starts malfunctioning right before a research project is due.

Culture is

the accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment and passes on to future generations.

Interpretation is

the assignment of meaning to what has been organized

The attitude toward the object model can be used to

understand, and possibly predict, a consumer's attitude

To assess the products in a consideration set, the buyer

uses evaluative criteria

One research project divided online shoppers by two basic motivations:

utilitarian (or functional) shoppers and hedonic (or nonfunctional) shoppers

methods used to achieve perceptual organization

figure-ground. closure

self-actualization needs examples

fitness center memberships, education, and self-improvement workshops.

consumer buying decision process includes how many and what stages?

five stages: problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.

The external search may

focus on communication with friends or relatives, comparison of available brands and prices, marketer-dominated sources, and/or public sources.

Marketers may influence consumers' evaluations by

framing the alternatives

shaping potential buyers' early experience through

free samples, sometimes coupled with coupons, to encourage product trial and reduce purchase risk.

Subcultural boundaries are often based on

geographic designations and demographic characteristics, such as age, religion, race, and ethnicity.

Possible influences on the consumer buying decision process

-Situational Influences -Psychological Influences -Social Influences

Marketers attempt to understand buying behavior for what reasons?

1) customers' overall opinions and attitudes toward a firm's products have a great impact on the firm's success. 2) To find out what satisfies consumers, marketers must examine the main influences on what, where, when, and how they buy. 3) by gaining a deeper understanding of the factors that affect buying behavior, marketers are better positioned to predict how consumers will respond to marketing strategies.

problems that may arise when marketers try to influence buyers

1)a consumer's perceptual process may operate such that a seller's information never reaches the target. 2)a buyer may receive information but perceive it differently from what was intended, as occurs in selective distortion. 3)a buyer who perceives information inputs to be inconsistent with prior beliefs is likely to forget the information quickly, as is the case with selective retention.

7*4b

49 screens left

PRIZM divides consumers in the United States into

66 distinct groups based on numerous variables such as education, income, technology use, employment, and social groups

know figure 7.1

7.1

routinized response behavior and product relation

A consumer may have a brand preference, but will be satisfied with several brands in the product class

________toward a company and its products greatly influence success or failure of the firm's marketing strategy.

Consumer attitudes

consideration set

A successful information search within a product category yields a group of brands that a buyer views as possible alternatives.

how do attitudes change, if at all?

Although attitudes can change over time, they tend to remain stable and do not vary, particularly in the short term.

the third step in the perceptual process

Interpretation

A subculture is

a group of individuals whose characteristics, values, and behavioral patterns are similar within the group and different from those of people in the surrounding culture.

A reference group is

a group, either large or small, with which a person identifies so strongly that he or she adopts the values, attitudes, and behavior of group members.

An opinion leader is

a member of an informal group who provides information about a specific topic, such as smartphones, to other group members seeking information

Problem recognition example

a person may recognize a desire for clean floors, but lack a working vacuum cleaner to fulfill that need

figure-ground.

a portion of the information inputs that reach awareness stands out as the figure and others become the background

An attitude scale usually consists of

a series of adjectives, phrases, or sentences about an object

Personality is

a set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations

An individual's personality is

a unique combination of hereditary characteristics and personal experiences.

An attitude is

an individual's enduring evaluation of feelings about, and behavioral tendencies toward, an object or idea

A lifestyle is

an individual's pattern of living expressed through activities, interests, and opinions.

A social class is

an open aggregate of people with similar social rank

the major stages of the consumer buying decision process,

beginning with problem recognition, information search, and evaluation of alternatives, and proceeding through purchase and postpurchase evaluation.

consumer misbehavior is

behavior that violates generally accepted norms of a particular society.

this model focuses on attitudes toward the buying behavior, not toward the object

behavioral intentions model

the object model consists of three elements:

beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs

Emotions involve

both psychological and biological elements.

In an internal search,

buyers search their memories for information about products that might solve their problem.

example of situation influences

buying a wedding dress big deal lot thought

routinized response behavior when

buying frequently purchased, low-cost items that require very little search-and-decision effort.

Learning refers to

changes in a person's thought processes and behavior caused by information and experience

Selective distortion is

changing or twisting received information.

Social surroundings include

characteristics and interactions of others who are present during a purchase decision, such as friends, relatives, salespeople, and other customers

Situational influences result from

circumstances, time, and location that affect the consumer buying decision process

Shortly after the purchase of an expensive product, evaluation may result in

cognitive dissonance,

An attitude consists of three major components:

cognitive, affective, and behavioral

Some motives may help an individual achieve his or her goals, whereas others

create barriers to achievement.

After recognizing the problem or need, a buyer will

decide whether to pursue satisfying that need.

A group that a person does not wish to be associated with is a

disassociative, or negative, reference group

The outcome of post-purchase evaluation is

either satisfaction or dissatisfaction

A person's interest in a product or product category that is ongoing and long term is referred to as

enduring involvement

After the purchase, the buyer

evaluates the product to ascertain if its actual performance meets expected levels.

consideration set aka

evoked set

This most complex type of decision making, occurs with high-involvement, unfamiliar, expensive, or infrequently purchased items

extended decision making,

Marketers help customers learn about their products by

facilitating opportunities to gain experience with them, which makes customers feel more comfortable

Personalities typically are described as

having one or more characteristics

_____consumers were also more likely to make impulse buys online and engage in bidding wars on sites like eBay

hedonic

The post-purchase evaluation stage is especially important for

high-priced items

two aspects An information search has

internal and external search

Self-concept is

is one's perception or view of oneself. Individuals develop and alter their self-concepts based on an interaction between psychological and social dimensions.

To alter responses so that more consumers purchase a certain brand, a firm might

launch an information-focused campaign to change the cognitive component of a consumer's attitude, or a persuasive (emotional) campaign to influence the affective component

the degree of interest in a product and the importance the individual places on that product.

level of involvement

People partially determine their own lifestyles, but

lifestyle is also affected by personality and by demographic factors such as age, education, income, and social class.

Buyers engage in _______ when they buy products occasionally, or from unfamiliar brands in a familiar product category.

limited decision making

In general, there are three major types of reference groups:

membership, aspirational, and disassociative.

Impulse buying involves

no conscious planning and stems from a powerful urge to buy something immediately.

evaluative criteria

objective characteristics (such as the size, speed, and capacity) subjective characteristics (such as style and color) that are important to him or her.

closure

occurs when a person fills in missing information in a way that conforms to a pattern or statement.

An aspirational reference group is

one to which a person aspires to belong

A membership reference group is

one to which an individual actually belongs.

Example of product that used framing

p3 protein pack surrounded by the food in it with facts

A class is referred to as open because

people can move into and out of it. Criteria for grouping people into classes vary from one society to another.

esteem needs,

people require respect and recognition from others as well as self-esteem, a sense of one's own worth.

Primary psychological influences on consumer behavior are

perception, motivation, learning, attitudes, personality and self-concept, and lifestyles.

Information inputs that reach awareness are not received in an organized form

perceptual organization.

The second step in the process of perception is

perceptual organization.

examples of subcultures

punk, rocker, gamer, biker, endurance sports enthusiast, cowboy, and business professional.

One of the simplest methods to help marketers gauge consumer attitudes is

question people directly.

The behavioral intentions model focuses on...

rather than focusing on attributes, focuses on intentions to act or purchase.

The subjective norm component is important in

recognizing that individuals live in an inherently social environment and are influenced by what others think and believe

Because attitudes play an important part in determining consumer behavior, marketers should

regularly measure consumer attitudes toward prices, package designs, brand names, advertisements, salespeople, repair services, store locations, features of existing or proposed products, and social responsibility efforts.

physiological needs,

requirements for survival such as food, water, sex, clothing, and shelter, which people try to satisfy first.

sets of actions and activities a person in a particular position is supposed to perform based on the expectations of both the individual and surrounding people.

roles

There are three types of consumer decision making, which vary in involvement level and other factors:

routinized response behavior, limited decision making, or extended decision making

For services that are hard to evaluate even after consumption (e.g., legal advice), consumers rely more on

salespeople, friends and family, and independent consumer reports

Efforts to understand attitudes have resulted in two major academic models:

the attitude toward the object model (known as the Fishbein model) and the behavioral intentions model (also known as the Theory of Reasoned Action).

Consumer buying behavior refers to

the buying behavior of ultimate consumers—those who purchase products for personal or household use and not for business purposes.

In the purchase stage,...

the consumer chooses to buy the product or brand yielded by the evaluation of alternatives.

A major factor in the type of decision-making process employed depends on

the customer's level of involvement,

buying behavior is

the decision processes and actions of people involved in buying and using products.

The affective component comprises

the individual's feelings and emotions toward the object or idea

Motivation refers to

the inner driving forces or reasons behind an individual's actions and behaviors

Respondents of an attitude scale indicate...

the intensity of their feelings toward the object by reacting to the adjectives, phrases, or sentences

The most significant factors that influence a buyer's level of involvement is

the perceived risk of a purchase.

sexes relation to post-purchase evaluation

the perceived value of the purchase has a weaker effect on the repurchase intent for women than for men. On the other hand, the costs and efforts of switching to a new store affect men's repurchase decisions much more than women's.

cognitive component is

the person's knowledge and information about the object or idea.

Perception is

the process of selecting, organizing, and interpreting information inputs to produce meaning.

Consumer socialization is

the process through which a person acquires the knowledge and skills to function as a consumer.

Lifestyle patterns include

the ways people spend time, the extent of their interaction with others, and their general outlook on life and living.

Example ad for stimulating problem recognition

tidy cats stink face vs tidy face

Maslow's hierarchy of needs

top -> botton self actualization esteem social safety physiological

the object model consists of three elements which combine to form...

what is called the overall attitude toward the object

Problem recognition occurs

when a buyer becomes aware of a difference between a desired state and an actual condition

safety needs,

which include security and freedom from physical and emotional pain and suffering.

social needs

—the human requirements for love and affection and a sense of belonging