Consumer Behavior Buying, Having, and Being 10th edition
80/20 rule
20% of users account for 80% of sales
Consumer
A person who identifies a need or desire, makes a purchase, and then disposes of the product during the three stages of the consumption process.
Exchange
A transaction in with 2 or more people or organizations give and receive something of value
Psychographics
Aspects of a persons lifestyle and personality
Demographics
Descriptive characteristics of a population
nostalgic attachment
Product serves as a link with a past self
Consumption Communities
Web groups where members can share their opinions and recommendations
horizontal revolution
a fundamental change in how consumers communicate via social media. doesnt just flow from big companies and govts, flows across people as well
Alternate reality games
a online application that encourages players to collaborate and solve puzzles
kinsei engineering
a philosophy that translates customers feelings into design elements
culture jamming
a strategy to disrupt efforts by the corporate world to dominate our cultural landscape
differential threshold
ability to detect changes or differences between 2 stimuli
instrumental values
actions we need to take to achieve our terminal values
elaborative rehearsal
allows info to move from STM to LTM
digital native
always grew up "wired" (around technology)
stimulus generalization
assume everything that is similar to the CS is the same
interpretivism
believe science is overdone. believe that meaning is in the mind of the person
need
biological motive
drive theory
biological needs that produce unpleasant states of arousal
B2C Commerce
business selling to consumers
trade dress
color combos that become strongly associated with a company
etic perspective
commonalities across cultures
relationship marketing
companies that interact with customers on a regular basis and get them reasons to maintain a bond
popular culture
consists of forms of entertainment that the mass market produces and consumes (music, movies, sports, etc)
phonemes
constant sounds
goal
consumers desired end state
C2C Commerce
consumers selling to consumers
consumer-space
consumers tell the products what they want, how they want it, and when they want it
principle of similarity
consumers tend to group together objects that share similar physical characteristics
halo effect
copying another brand
conditioned stimulus
doesnt initially cause a response
asynchronous interactions
doesnt require all participants to respond immediately (email)
state dependent retrieval
easier for us to access info if our internal state is the same as the time of recall as it was when we learned the information
economics of information
economics is an important source of consumer information
love
elicits emotional bonds of warmth, passion, or other strong emotion
positivism
emphasizes that there is a single, objective truth that science can discover
episodic memories
events that are personally relevant
expectancy theory
expectation to receive positive incentives rather than being pushed from within motive our behavior
reverse product placement
fictional products in shows become popular in the real world
object
focus of the message (marlboro cigs)
Gestalt
german word that means whole, pattern, or configuration
advertising wear-out
hearing or seeing too much of of that they no longer pay attention
self concept attachment
helps establish a users identity
want
how society taught us to satisfy our need
modeling
imitating the behavior of others
sensation
immediate response of our sensory receptors
hedonic adaptation
in order for us to stay happy, we become used to changes
shaping
learning a desired behavior over a period of time rewards our intermediate actions
incidental learning
learning by accident
decay
learning in the brain go away
inertia
low end involvement with a company
hypperreality
making real what is initially a "hype"
augmented reality
media that combines physical and digital layer (3D movie with glasses)
absolute threshold
minimum amount of stimulation a person can detect on a given sensory threshold
pastiche
mixture of images
heavy users
most faithful customers
hedonic consumption
multi sensory, fantasy, and emotion aspects of consumers interactions with products
unconditioned stimulus
naturally capable of causing the response
variable ration reinforcement
never know how much you are going to get
synchronous interactions
occurs in real time (like texting back and forth with a friend)
voluntary simplifiers
once we satisfy our basic material needs, additional income does not add to happiness
figure-ground principle
one part of the stimulus will dominate, and other parts will recede in the background
social media
online means of communication
perceptual defense
opposite of perceptual vigilance. people see what they want to see, and they dont see what they dont want to see.
interdependence
part of the users daily routine
perceptual filters
past experiences that influence what stimuli we decide to process now
perceptual selection
people attend to only a small portion of the stimuli to which they are exposed
closure principle
people tend to perceive an incomplete picture as complete
learning
permanent change in behavior caused by experience
multitasking
processing info from more than one medium at a time
transformative consumer research
promotes research projects that include the goal of helping people or bringing about social change
green marketing
protecting natural environment
web 2.0
rebirth of the internet as a social, interactive medium
repitition
repeated exposures
transactional advertising
rewards players if they respond to a request
frequency marketing
rewards regular purchasers with prizes that get better as they spend more
business ethics
rules of conduct in a marketplace
sign
sensory image that represents the object (cowboy)
schema
set of beliefs
index
sign that connects to a product because they share a property (pine tree=fresh scent)
symbol
sign that connects to a product by either conventional or agreed-on association (lion=fearless)
icon
sign that represents the product in some way (horse=fast car)
contrast
stimuli that differ from others around them (size, color, position, novelty)
short term memory
stores info for a limited period of time with limited capacity
long term memory
stores info for a long time
sensory memory
stores info we receive from our senses
brand equity
strong positive associations of the brand in a consumers memory
Market Segmentation Strategies
targeting a brand only to a specific group of consumers rather than to everyone
role theory
thats the view that consumer behavior resembles the actions in a play. because people act out many different roles, they sometimes change their mind about their consumption decision
culture of participation
the ability to freely interact with other people, companies, and organizations
weber's law
the amount of change required for us to notice a change systematically relates to the intensity of the original stimulus
adaptation
the degree to which consumers continue to notice a stimulus over time
semiotics
the field that studied the correspondence between signs and symbols
materialism
the importance people attach to worldly possessions
interpretant
the meaning we derive from the sign (rugged american)
interpretation
the meanings we assign to sensory stimuli
j.n.d. (just noticeable difference)
the minimum difference we can detect between 2 stimuli
perception
the process by which people select, organize, and interpret their sensations
memory
the process of acquiring info and storing it over time so that it is available when we need it
chunking
the process of combining small pieces into larger ones (in memory)
motivation
the process that leads people to behave the way they do
social marketing
the promotion of causes and ideas
conditioned response
the response o the CS
experience
the result of acquiring and processing stimulation over time
psychophysics
the science that focuses on how the physical environment is integrated into our personal world
paradigm
the set of beliefs that guide our understanding of the world
Consumer Behavior
the study of the process involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
perceptual vigilance
the tendency for individuals to be more aware of stimuli that relate to their current needs
spacing effect
the tendency for us to recall printed material more easily when we see it often
drive
the urgency the consumer feel to reduce his goal
sound symbolism
the way a word sounds, influences our assumption about what it describes and its attributes.
embeds
tiny figures they insert into magazine ads via high speed photography or airbrushing
haptic (touch)
touch related sensations
database marketing
tracking specific consumers buying habits and crafting products and messages precisely to their wants
core values
uniquely define a culture
global consumer culture
unites people around the world by their common devotion to a brand
retro brand
updated version of an older brand
positioning strategy
uses elements of marketing mix to figure out where consumer is in marketplace
rich media
using movement to get viewers attention
emic perspective
variations across cultures
cognitive learning theory
views people as problem solvers
behavioral learning theories
we learn because of external events
flow state
when a consumer is fully involved in a product, ad, or website
exposure
when a stimulus comes within range of someones sensory receptors
classical conditioning
when a stimulus that elicits a response is paired with another stimulus that doesnt initially elicit a response on its own. over time we will respond to the second stimulus because it reminds us of the first one.
priming
when certain factors of a stimulus evoke a schema
consumer confusion
when companies logos, product design, or package is so similar that consumers get confused between the two
sensory overload
when exposed to far more info than one can process
extinction
when the effects of prior conditioning diminish
instrumental conditioning
when we earn to perform behaviors that product positive outcomes and avoid behaviors that lead to negative outcomes
interference
when we learn new info, it replaces the old info
observational learning
when we watch the actions of others and note the reinforcements they receive for their behavior
attention
when you process activity with a particular stimulus
sensory marketing
where companies pay extra attention to the impact of sensations on our product experiences
narrative transportation
where people become immersed in the storyline
user-generated content
where people voice their opinions about products, brands, and companies on different forms of social media
audio watermarking
where people weave distinctive sounds/motif into music
variable interval reinforcement
you dont know when youre getting the reward
fixed interval reinforcement
you know when you are getting the reward
fixed ratio reinforcement
you only get reward after a fixed number of responses
