CB Exam 2
What are the stages of the considered pathway to purchase?
Stg1) Open to possibility 2. Decision to buy or change 3. Evaluating 4. Shopping 5. Experiencing
What is a script in the context of consumer memory? Why are scripts important for marketers to understand? Gives examples of how consumers' scripts have changed because of new products.
- "scripts": developed so you know what to expect and how to behave at certain events; part of semantic/declarative memory - marketer must persuade to learn new scripts for performing ordinary tasks for which they have richly developed, frequently uses automated scripts - convince potential customers that script for using technology/ product is easy to learn/worth effort
Why might the sound of an appliance, power tool, or potato chip be important to a consumer?
- Sounds give us information about product's identity, performance, and other qualities.. - sounds of appliances, "power tools" inform us about their performance and stage of processing - sounds of foods make may infer degree of freshness based on "crunch" of foods, integral part of consumption experience, enhances our enjoyment
In what ways might packaging mislead consumers?
- Tide Pods were thought to be candy - marketers can use packaging to mask reductions in product volume (when ingredient prices rise)
Considered Pathway to Purchase - Stage 5: Experience
- consumer is discovering what it's like to live with product over weeks/months, years for motor vehicles, houses, large appliances, etc - experience stage is process rather than discrete event w/ many ups and downs - quality of consumer's post purch experience depnds on expectations abt product compared with its performance; marketers should manage people's expectations
Considered Pathway to Purchase - Stage 3: Evaluating
- consumer may already know what brand/model want due to information acquired during "open to possibility stg" - Usu. seek more info w/ greater focus on own specific needs/wants -interactive buying guides, expert reviews, brand comparisons useful at stage, reviews by users who purch product similar
Considered Pathway to Purchase - Stage 1: Open to Possibility
- encompasses awareness of available brands and our associated thoughts/feelings, many which may have accumulated over time - tracking products, even when we don't intent to purchase (in this state of mind) - most likely if high level of personal interest in product category - access to company info sources; greater trust in nonmarketing media offering expert reviews, and more trust in user reports
What is incidental exposure and why is it important in a consumer-behavior context?
- incidental exposure: exposure that appears and then disappears so quickly we aren't aware of it, can affect our cognitions, affect, and behavior - related to "Subliminal" perception of logos: perception occurs when brain responds to stimulus but we aren't aware we perceive it...
List two ways in which scent in a retail context can affect consumers.
- logoscents: serves the same purpase as visual or sonic logo, instantly identifying brand and vividly reminding consumers of brand experiences - ambient scent and behavior: men's and women's apparel store: when vanilla (F) diffused, sales of women's apparel increased; spicy, floral scent rose maroc (M), higher sales in men's clothing
Considered Pathway to Purchase - Stage 2: Decision to buy or change
- most common trigger of decision to buy or change a considered product are malfunctioning of consumer's current model, change in circumstance that necessitates an upgrade or 1st purchase in product category, and learning about a new model via marketing or through word of mouth - consumers find new product announcements intriguing enough to investigate, even though may not trusting of marketers' claims
Considered Pathway to Purchase - Stage 4: Shopping
- most consumers do most brand research and eval using online and go to store when narrowed down consideration set to few brands or one - customers don't wish to linger/brows, focus on item(s) of interst, once scrutinized and selected alternative and compl a final price check, seek efficient purch experience fr reputable retailer offers extended warranties and full refunds - also opposite, bricks&morter stores as showrooms to browse/learn abt alternatives, complete purchase online - increasing #s of consumers who gather info, eval brands, and shopping/purchasing online increases -- efficient checkout, free/low priced shipping, return product free refund, rapid deliveries
Describe two ways in which music in a retail setting affects consumers.
- music used to set a mood, buttress the brand identity, alter time perception, elicit other specific consumer cognition or affect, all as means of increasing store traffic, sales, and repeat visits - Abercrombie&F: targets teens to be sexy and cool--loud music chases away undesirables -- passerbys may experience emotion reaction to music (like/dislike) -music genre and style may also affect how we interact with merch and purchases (wine stores, classical = more expensive wine; French = french wine, etc). - slow-tempo music: supermarkets: slow pace, linger longer, make more purchases.. banks: cause bank customers to underestimate time spent in line
List and give marketing- or consumer-related examples of the three qualities of semantic memory that make it so powerful.
- organization of semantic memory: know the culture your marketing in ("Animals" is a high-level category which is subdivided into the broad categories of birds, mammals, and fish, each of which is linked to its typical characteristics (fur, wings, etc.) and instances (cow, canary, etc.).) - malleability of semantic memory: when marketer intro a product extension, consumers quickly and mostly w/o thinking store concept under existing category.. design product to look a little different fr current offerings if brand possesses significant advantage over current offerings. (readily identifiable as a vacuum cleaner, with its new technology and innovative design, the first Dyson vacuum became more than a home appliance (i.e., for women); it earned honorary status in the "power tool" schema, hence was viewed as more acceptable for men to use.) - searchability of semantic memory: for habitual purch, dont rely on consumers' ability to recall brand name w/o help but familiarize w/ it though media that will reach them; considered purch, reliance on brand recognition not so critical bc consumers actively seek info from variety of sources about products and brands of interest (could not remember store, but could remember had mints)
List two examples of product appearance conveying non-visual information.
- pepperidge farm uses paper packaging to convey premium quality - pringles potato chips; thought to be "fake" bc of can - towels: light towels and height and colors shows softness - infer weight and volume based on product, container, package size, shape, graphics - taller glass looks like more than shorter because we perceive height as having more importance than width (consumption bias: systematic inaccuracy in estimation of volume: food portion based on plate size)
Compare and contrast perceptual and conceptual priming. Provide a consumer-behavior example of each.***
- perceptual priming: an aspect censorially related to a brand can increase consumers' evaluations of and preferences for that brand (Mars bars) - conceptual links: environmental cues with pre-existing links to a brand can prime brand recognition and increase brand evaluations. (dog/cat shown, more quickly recognize Puma; need to eat vegetables "tray")
Compare and contrast the "experiencing self" and the "remembering self."***
- symphony scratched near end-- experience itself not ruined, only remembering. Experiencing self had an experience almost entirely good, and bad end could not undo it because it already happened... remembered it badly
Why do we describe taste as multisensory?
- when pick up food to eat, see it and develop expectations on how it tastes (homemade? Color?) - Does it smell like its supposed to? or like a chemical? - Taste the flavors, all made possible by sense of smell - feel texture of ridges w/ fingers and mouth - hear yourself crunching/eating chip/food
Explain what is meant by priming.
- when something in the environment causes subtle changes in our cognitions, affect, or behavior w/o our awareness; in effect, the environmental cue primes the response, much as you would prime a pump.
For each moment of truth, list one implication for marketers.
- zero moment of truth (ZMOT): no matter what kind of product a marketer is selling, brand presence online is essential, even for seemingly trivial product - First moment of truth (FMOT): marketers must focus on converting shoppers into customers - second moment of truth (SMOT): marketer enhances SMOT by communicated w/ customer after purchase (thanks for purchase) - ultimate moment of truth (UMOT): marketers encourage consumers to recommend to family/friends
How might a familiar logo affect us?
-familiar logo for brand we know well thru personal use, marketing, word of mouth embodies and sears as a reminder of our beliefs and feelings about brand as well as our experiences with it. -Familiar logos we perceive unconsciously may affect our behavior, at least in short term
What are the stages of the habitual pathway to purchase? List them in order and describe each.
1. Experiencing: consumers decide to make habitual purchase when need to replenish supply of item (food, household supplies, personal care); don't think of product until we need them and most do not gather info outside store setting. 2. Decision to buy or change: running out triggers decision to buy or change 3. Evaluating (open to possibility): consumers make list of items need/may need to look for; 4. Shopping (open to possibility) EVALUATE and shop for products in store while standing in front of shelves, looking at alternatives; most likely open to possibility in form of in-store samples, promotions/displays, recollection of word-of-mouth (personalization, enrichment, information) 5. Experiencing 6. Decision to buy or change: earning and maintaining customers' loyalty to brand difficult even if brand's perf. exceed consumers' expectations bc cost of trying low for habitual purchases
We can now obtain all sorts of product and brand information on demand. What are three consumer-behavior implications of this capability?
1. We may become aware of more-and newer-brands at any stage in the decision process, dramatically changing the shape of the funnel in unpredictable ways. 2. Many consumers routinely track products in which they have an interest even when they are not ready to make a purchase; this means that when they do decide to buy, they may already know which brand they want. 3. Access to reviews by both experts and users diminishes consumers' dependence on-and susceptibility to-marketing information sources such as ads, company or brand web sites, and salespeople.
List and describe the marketers' moments of truth.
1. Zero moment of truth (ZMOT): originally referred to "few mins b4 people buy, where impressions are firmed and path to purchase begins" --b4 internet, moments spent in store looking at packages, w/ friend/or neighbor praising/bemoaning brand used.... NEW: Google "that moment when you grab your laptop, mobile phone, or .... other wired devise and start learning about a product or service you're thinking of trying or buying".. ZMOT may occur during any stage of journey prior to purchase 2. First moment of truth (FMOT): "3-7 secs after a shopper first encounters a product on store shelf. These moment marketers must focus on converting shoppers into customers." FMOT, either pick up product and put in cart or leave it... corresponds w/ choice and purchase stage, if first contact, also need recognition 3. Second moment of truth (SMOT): if purchase brand, SMOT comes when we use/consume brand and decide whether we like it (experience stage)... eval hinges on expectations of what product does for us or enables us to do 4. Ultimate Moment of Truth (UMOT): where we decide whether to share our brand experience w/ others (colleagues, friends, family); important to brand bc one consumer's advocating a brand may be another's consumer's zero moment of truth
At which moment of truth is packaging most important?
First moment of Truth (FMOT): either pick up product and put in shopping cart, or leave behind.. which packages stand out?
What do we mean when we say that perception is "constructive"?
Senses work together to help us create a coherent interpretation of our environment and our place w/in it
What is sonic branding?
a process where music and sounds identify brands (Intel's four note) - may consist of slogan or other brand identifier as it's spoken or sung by particular sales person ("I'm lovin' it" "Thrive")
What do we mean when we speak of "congruency" in sensory marketing?
a. Congruency (congruent, matching): when trying to appeal to multiple senses, make sure stimuli go together (if relaxing scent paired with relaxing music, sales increased; relaxing scent and energetic music - incongruency; does not match) b. Want to be sure sensory marketing matches/is congruent with your target market i. Ex: GENDER CONGRUENCY: gender study dept store selling mens and women apparel (men like one scent, sales for men went up, women did not increase; women like vanilla, sales went up for women but not for men) results in higher sales than mismatches
Compare and contrast the considered and habitual pathways to purchase. Which stage is most enjoyable for consumers in each?***
a. Considered: enjoy evaluation stage, on the hunt, product search learning about new products b. Habitual: shopping people tend to enjoy the most, in the store looking at bright packaging i. Open to possibility may appear here
What is unique about autobiographical memories?
includes vivid recollections (or reconstructions) of multisensory experiences and it is colored by emotion. Rather than an accurate moment-by-moment recording of events, an autobiographical memory is constructed and reconstructed as we recall and recount it, so that in the end it becomes a story of a story ad infinitum.
Explain and provide examples of the concept of embodied cognition.
the idea that without our conscious awareness, our bodily sensations help determine the decisions we make. (oreo, kisses)
List three marketing opportunities offered by the considered pathway to purchase.
•Open to possibility: Drive desire with enriching digital content •Decision to buy or change: Store reputation is a critical part of this stage •Evaluating- Find ways to curate information via personalization •Shopping- Bring the best of the online world into the store •Experiencing- Personalize the in-home experience with set-up help and validate the decision with consumer reviews
List three marketing opportunities offered by the habitual pathway to purchase.
•Open to possibility: Personalize replenishment needs •Evaluating: Continue to drive personalization as consumers plan their shopping trip •Shopping: Bring the best of the online world into the store, blurring the physical and digital •Experiencing: Bring the best of the brick and mortar experience into the home - ads so that they recognize brand in store - in store ads -- promotion and special display
List and describe ways to appeal to the senses using digital tools.
•Shoppable videos: powerful and increasingly popular vehicle across online channels. Brands can take this asset a step further by making videos shoppable, where brands can display clips alongside a series of product images. Clickable videos bring products to life while keeping the experience interactive and fun. •Artificial intelligence: automate a website's media assets, such as image and video tagging and transcription, so brands can automate the optimization of visual content to appeal best to a shopper's sense of sight •Augmented reality: digital experience that allows users to experience brands in real-time through their personal devices. For example, Amazon gives shoppers the ability to visualize furniture in their own space, Sephora allows users to upload a selfie and "virtually try on" various products •Virtual reality: gives customers an immersive experience with the product, making online shopping easier and more accessible, even appealing to multiple senses at one time.