Marketing 3350 exam 3

Antecedent States

features of the individual person that are not lasting characteristics. Ex: bad hair day can put you down. being in christmas spirit.

Limited Involvement

generic, problem recognition, info search, (internal, limited external), few attributes, simple decision rules, few alternatives, purchase, no dissonance, limited evaluation

Physical Surroundings

include decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object.

How do market characteristics influence a consumer's information search

include the number of alternatives, price range store distribution info availability

Search engine optimization

involves techniques designed to ensure that a company's web pages "are accessible to search engines and focused in ways that help improve the chances they will be found."

Behavioral targeting

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

Search benefits include:

lower price higher quality greater comfort with purchase

Inactive problem

One in which the consumer is NOT AWARE

What are ritual situations?

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

What are the four broad categories of situations?

-Communication situations -Purchase Situations - Usage Situations -Disposition Situation

Types of information sought in an external search for information:

-Evaluative criteria -Appropriate Alternatives -Alternative Characteristics

Sources of information search:

-Memory -Personal sources -Independent sources -Marketing sources -Experiential sources

Two types of nominal decision making

-brand loyal purchase -repeat purchase

Long term memory is used to determine:

-if a satisfactory solution is known -what the characteristics of potential solutions are -what appropriate ways exist to compare solutions

What influences the consumer's motivation to resolve a recognized problem?

-magnitude of the discrepancy between the desired and actual state -relative importance of the problem.

Stages of consumer decision process

-problem recognition -information search -alternative evaluation and selection -outlet selection and purchase -post purchase process

Search costs include:

-time -money -hassle, the opportunity costs of other more enjoyable activities

Appropriate Alternatives

After searching for evaluative criteria you would probably seek for brands or possible stores

Situational influences

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

How do momentary conditions affect consumer behavior?

An individual who is short of cash only momentarily will act differently from someone who is always short of cash.

Purchase involvement affect consumer decision process?

As purchase involvement increases, decision making becomes more complex and time consuming.

Example of extended involvement

Car

four components of physical surroundings?

Colors Aromas Music Crowding

Usage situation

How often and when and how you use a product. Different ways to use a product. Ex: baking soda can be used for cleaning, or brushing teeth.

Active problem

One in which the consumer is AWARE of or will become aware of in the normal course of events

What are the effects of bad mood on consumer behavior?

Negative moods also increase impulse and compulsive purchasing in some consumers. One explanation is that some shopping behaviors play both a mood maintenance and mood enhancement role.

What are the five key dimensions or characteristics of situation?

Physical Surroundings Social surroundings Temporal Perspectives Task Definition Antecedent States

How might the receipt of a gift affect the relationship between the giver and the receiver?

Price can be interpreted as a measure of the esteem the giver has for the receiver. The image and functionality of the gift implies the giver's impression of the image and personality of the receiver. Also reflects on the image and thoughtfulness of the giver.

Servicescape

Refers to atmosphere when describing a service business such as a hospital, bank, or restaurant.

How do the four components of physical surroundings affect consumer behavior?

Retail stores interiors should provide a physical environment consistent with the nature of the target market, the product line, and the desired image of the outlet.

Temporal perspectives

Situational characteristics that deal with the effect of time on consumer behavior. pressured for time while shopping.

How do social surroundings affect consumer behavior?

Social influence is significant force acting on our behavior, since individuals tend to comply with group expectations, particularly when the behavior is visible.

Self-gift

The act of giving/receiving a gift can alter the relationship between the giver and receiver.

Social Surroundings

The other individuals present in the particular situation. People's actions are frequently influenced by those around them. Ex: friend can talk someone into purchase

Alternative characteristics

This process requires the consumer to gather information about brand on each pertinent evaluative criterion. In the example of a computer, you might collect information on the price, memory, processor, weight, screen clarity, and software package.

How does time pressure affect consumer behavior?

Time as a situational factor can manifest itself in a number of ways. The amount of time available for the purchase has a substantial impact on the consumer decision process. In general, the less time there is available, the shorter will be the information search, the less available information will be used, and the more suboptimal purchases will be made.

Why is it important for a marketing manager to understand situational influences on purchasing behavior?

To understand a consumer's behavior, we must know about the consumer; about the primary stimulus object, such as a product or advertisement that the consumer is responding to; and about the situation in which the response is occurring.

External searchers

Use a lot of external search for information

Repeat purchase

You may believe that all ketchup is about the same and you may not attach much importance to the product category or purchase. Having tried Del Monte ketchup and found it satisfactory, so purchase when you need ketchup.

Communication situation

situation in which consumers receive information has an impact on their behavior

Evaluative Criteria

assuming you have not been in the market for a computer recently, your first thought would probably be, "What features do I want in a computer?" You would then engage in internal search to determine the features or characteristics required to meet your needs.

Disposition situation

consumers most frequently dispose of products or product packages after or before product use. Ex: most consumers must trade in car before buying a new one; Sharing car rides;

Experiential sources

such as inspection or product trial

Independent sources

such as magazines, consumer groups, government agencies

Role of embarrassment

negative emotion influenced by both the product and the situation. Certain products are more embarrassing than others (condoms, hearing aids, etc) and embarrassment is driven by the presence of others in the purchase or usage situations. Embarrassment can deter purchases.

Nonsearchers

nominal and limited decision making involve little or no external search.

Memory

of past searches, personal experiences and low involvement learning. Prior searches on web.

Internal search

once a problem is recognized, relevant information from long-term memory is used.

Marketing sources

such as sales personnel, websites and advertising

What are the effects of good mood on consumer behavior?

positive moods appear to be associated with increased browsing and impulse purchasing

Extended involvement (high)

problem recognition, info search, many attributes, complex decision rule, many alternatives, purchase, dissonance, complex evaluation

Nominal (low) involvement

problem recognition, limited internal search, purchase, no dissonance, very limited evaluation.

Momentary conditions

reflect temporary states of being, such as being tired, being ill, having extra money, being broke, and so forth.

Problem recognition

result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

Brand loyal purchase

select a brand all the time without thinking about it. Ex: toothpaste

Examples of limited involvement

shoes or a blender

Purchase situation

situation in which a purchase is made can influence consumer behavior. Ex: how would you alter your decision to purchase a beverage in the following purchase situation such as, being in a bad mood.

Purchase Involvement

situational involvement. Level of concern for, or interest in, a particular purchase.

Limited search

some external search for information

Personal sources

such as friends, family and others. ex: chatroom blogs

Atmospherics

the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers. Also important online and is receiving increasing attention from marketers.

Task Definition

the reason the consumption activity is occurring. the major task dichotomy used by marketers is between purchases for self-use versus gift giving.

Store atmosphere

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

How do marketers attempt to influence mood?

the television, radio, and magazine content viewed just prior to the focal ad can influence consumers' moods and arousal levels.

Examples of nominal involvement

tissues or milk

Moods

transient feeling states that are generally not tied to a specific even or object. Tend to be less intense than emotions and may operate without the individual's awareness