Consumer Behavior - Exam 3 (Ch. 11-16)
1.Ideals Motivation 2.Achievement Motivation 3.Self-Expression Motivation
According to the VALS system, there are three primary consumer motivations - they are:
PRIZM has four social groupings and they're based on "urbaniticity," what are they?
Urban, Suburban, Second City, and Town & Rural
Atmospherics
_____________________ is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers.
two-sided messaging
________________________, is presenting both good and bad points. Most marketers are reluctant to try such an approach, but these messages are generally more effective in changing a strongly held attitude.
peak experience
an experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment
antecedent states
are features of the individual person that are not lasting characteristics, such as moods; involve situational factors, usage contexts, time pressure, shopping orientation, etc.
noncompensatory decision rule
at work when consumers choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes [A positive evaluation of a brand attribute does not compensate for a negative evaluation of the same brand on some other attribute. [Includes conjunctive, disjunctive or lexicographic)]
compensatory decision rule
at work when the consumer is evaluating alternatives and trades off one characteristic against another, such that good characteristics compensate for bad ones {Evaluates each brand in terms of each relevant attribute and then selects the brand with the highest weighted score.]
long-term interest in an offering, activity, or decision
What is enduring involvement?
What is are the five steps for developing a situational-based marketing strategy?
(1) Use observational studies, focus groups, interviews, secondary data, etc., to discover usage situations to leverage. (2) Survey a larger sample to gain a better understanding. (3) Construct a person-situation segmentation matrix. (4) Evaluate each cell in terms of potential. (5) Develop and implement a marketing strategy for cells that offer sufficient profit potential given your capabilities.
Situational Characteristics
(1) physical features (2) Social surroundings (3) Temporal perspective (4) Task definition (5) Antecedent states
The relationship between self-concept and brand image.
- consumers prefer brands that match their self-concepts - Consumers maintain and enhance their self-concepts not only by what they consume, but by what they avoid.
Consumer Decision Process
1. Need Recognition 2. Information Search 3. Alternative Evaluation 4. Purchase 5. Post Purchase
Celebrating an anniversary each year, a wedding, public Holidays (Christmas, Thanksgiving, Hanukkah, 4th of July).
A couple of examples of ritual situations may include:
multiattribute attitude model
A model of customer decision making based on the notion that customers see a retailer or a product as a collection of attributes or characteristics. The model can also be used for evaluating a retailer, product, or vendor. The model uses a weighted average score based on the importance of various issues and performance on those issues.
Value-expressive appeals
Ads that attempt to build a personality for the product or create an image of the product user are ___________________.
holistic; feels
Affective choices tend to be more _____________; focuses on how the consumer _________________.
Dimensions, Features, Benefits, and a solution to a problem.
All of the following are examples of evaluative criteria.
- what attributes the consumer is buying on - how consumers make their decisions and apply them - what options they choose from
As a marketer I need to understand:
attitudes; impressions
Attitude-Based choices tend to use the general _________________ & _______________.
knowledge ; attributes
Attribute-Based choices tend to require ________________ of specific __________________ at the time of purchase.
That people tend to define themselves in part by their possessions, and that some possessions are not just a manifestation of a person's self-concept, but are an integral part of that person's self-identity. Such objects have meaning to the individual beyond their market value.
Belk developed a theory called the extended self to explain...
Fear
Commercials that advertise the negative repercussions of smoking and driving use what appeal?
ANSWER
Compare and contrast, using examples, how consumers might utilize the affective choice process vs. the attribute-based choice process.
What are the consumer decision rules?
Compensatory & NonCompensatory
generic
Consumers use search engines predominately to search for ___________ appeal, in computer hardware, sports and travel.
Temporal Perspectives
Deal with the effect of time on consumer behavior. -Limited purchase time often limits search. -Internet shopping is growing rapidly as a result of the time pressures felt by consumers.
physical surroundings
Decor, sound, and lighting are all included in ones ____________.
Attitudes
Defined as the way people think, feel, and act toward some aspect of their environment.
ANSWER
Describe in detail how consumers participate in the consumer decision process.
ANSWER
Describe the relationship between self-concept and brand image influence. How do the two work together in marketing? Provide an example.
Affective: holistic; how they make the consumer feel; emotional; brand loyal Attitude: intuitions, heuristics, general attitudes. Attribute: features, attribute-by-attribute comparison.
Explain the three (3) consumer choice processes.
Legacy - having your name on a building, street sign, or passed down to children. Tribal - we save locks of hair, baby teeth, and umbilical cords. Heirloom - passing on jewelry or furniture to future generations.
Give an example involving either a legacy, tribal, or heirloom extension of self.
lifestyle
How a person lives is their life and determined by the person's past experiences, innate characteristics, and current situation.
ANSWER
How is self concept used to position products?
Five (5) - Physical surroundings, Social Surroundings, Temporal perspectives, Task definition, and Antecedent states.
How many characteristics of situations are there?
Rank ordering scales and Semantic Differential Scales
How might marketers measure consumer judgements of brand performance on specific attributes?
affective component
If a consumer says they do not like a specific brand of car (Ex. Kia), that is an example of?
He suggested that external objects become viewed as part of self when we are are able to exercise power or control over them (like an arm or leg).
In Belk's article, McClelland suggested what?
situational influences
Influences that result from circumstances, time, and location that affect the consumer buying decision process; all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.
Search Engine Optimization (SEO)
Key to a company's chances of being found on a Google search.
1. my, my "free will" 2. my body, my conscience 3. my belongings 4. my friends 5. strangers, physical universe
List at least three (3) of the five (5) self-allied object categories introduced in Belk's article.
Attitude Component Consistency
Notice that a change in one attitude component brings about related changes in the other attitude components.
The underlying logic of the PRIZM system is
People with similar cultural backgrounds, means and perspectives naturally gravitate toward one another (live in compatible neighborhoods) and they exhibit shared patterns of consumer behavior toward products, services, media and promotions.
enduring involvement
Purchase involvement is not the same as product involvement or ______________?
1.Who are the decision makers? 2.What are their problem(s)? 3.What are their purchasing patterns? 4.What is the importance of their purchase? 5.What is the timing of the purchase?
Salespeople/Marketers needs to understand:
benefit segmentation
Segmenting consumers on the basis of their most important attribute or attributes is called___________________ .
the totality of the individual's thoughts and feelings having reference to himself or herself as an object.
Self-concept is defined as
False
Self-image congruity is likely to matter LESS for consumers who place heavy-weight on the opinions and feelings of others than for consumers who do not. (T/F)
Geo-Lifestyle Analysis
The PRIZM system is also known as _____________________.
disposition situation
The _________________ can create significant social problems as well as opportunities for marketers.
Adding new beliefs to a consumers already developed belief structure.
The add belief marketing strategy involves:
Shifting beliefs about the performance of the brand on one or more attributes.
The change beliefs marketing strategy involves:
trying to change the perceptions of the ideal brand or situation.
The change ideal marketing strategy involves:
RCT is the assumption that marketers make and that consumers have; there are multiple goals a consumer is trying to achieve.
What is Rational Choice Theory (RCT)?
Marketers trying to convince consumers that those attributes on which their brands are relatively strong are the most important.
The shift importance marketing strategy involves:
usage situation
The situation in which a product is used is the ______________ .
disposition situation
The situation in which a product or product package is disposed of either after or before use is the _________________ .
purchase situation
The situation in which a purchase is made is the _________________.
The Communication Situation
The situation in which consumers receive information has an impact on their behavior.
communications situation
The situation in which consumers receive information is the ____________________.
alternative evaluation
The stage of the buyer decision-making process in which the consumer uses information to evaluate alternative brands in the choice set
Explain component consistency and give an example of how it affects all three attitude components.
The tendency of all three attitude components to be consistent; a change in one component tends to produce related changes in other components. Ex. A consumer's emotional reaction towards a product changes, so their behavioral and cognitive components change as well.
mere ownership effect
The tendency of an owner to evaluate an object more favorably than a non-owner is
What Tools Do We Have to Get Insight Into a Consumer's Lifestyle?
Their
interdependent self-concept
This emphasizes family, cultural, professional, and social relationships. Individuals with a(n) _____________________ tend to be obedient, sociocentric, holistic, connected, and relation oriented.
independent self-concept
This emphasizes personal goals, characteristics, achievements, and desires. Individuals with a(n) _____________________ tend to be individualistic, egocentric, autonomous, self-reliant, and self-contained.
testimonial ad
What Involves a person, generally a typical member of the target market recounting his or her successful use of the product, service, or idea.
1. Change Beliefs 2. Shift Importance 3. Add Beliefs 4. Change Ideals
What are four common marketing strategies for changing cognitive components?
wizards, journeymen, apprentices, and novices
What are four technology segments?
1. Classical Conditioning 2. Affective Ads 3. Exposure
What are some common marketing strategies for changing affective components?
1. Lack of need 2. Lack of ability 3. Relative Attitudes 4. Attitude ambivalence 5. Weak beliefs and affect 6. Interpersonal and situational influences Attitude components—cognitive, affective, and behavioral—tend to be consistent; however, the degree of apparent consistency can be reduced by a variety of factors (above). Marketers must incorporate these factors when developing persuasive messages and strategies.
What are some inconsistencies between measures of beliefs and feelings and observations of behavior.
(1) Physical surroundings, (2) Social Surroundings, (3) Temporal perspectives, (4) Task Definition, and (5) Antecedent States.
What are the five key situational characteristics?
Communications, Purchase, Usage & Disposition
What are the four (4) types of situations?
Cognitive, Affective and Behavioral
What are the the attitude components?
1.New task - need an sms communications platform 2.Straight rebuy - need copy paper 3.Modified rebuy - need more sophisticated copiers in-house
What are the three buying situations?
1. The VALS system 2. The PRIZM system 3. Roper Starch Global Lifestyles
What are the three general lifestyle schemes?
(1) Affective Choice (2) Attitude-Based Choice (3) Attribute-Based Choice
What are the three types of consumer choice processes?
nominal, limited, extended
What are the three types of decision-making?
Few alternatives and simple decision rules and internal and limited external search
What does limited decision making involve?
Sponsorship
What involves a company providing financial support for an event such as the Olympics or a concert?
D. Buying A Product
What is NOT one of the five steps for developing situational influences?
Purchase involvement focuses on the interest in the purchase process, where as, product involvement focuses on the interest in a particular product or brand.
What is the difference between purchase involvement and product involvement?
Value-expression appeal involves creating a personality for a product (beauty products); where as, utilitarian informs the consumer of the product (leaf blower).
What is the difference between value-expression appeal and utilitarian appeal?
Refers to the frequent issue faced by consumers of disposing products or product packages after or before product use.
What is the disposition situation?
Rational Choice Theory; the classical view that we make decisions by determining how likely something is to happen, judging the value of the outcome, and then multiplying the two
What is the idea by which marketers assume that there is only one optimal solution to a problem?
Comparative (but can backfire)
When an advertisement directly compares the features or benefits of two or more brands, this is what form of appeal?
Attribute
When deciding to buy a car, your main goal is to get one with a backup camera, what is your consumer choice process?
one-sided messaging
When marketers present only the benefits of their product without mentioning any negative characteristics it might possess or any advantages a competitor might have this is __________________________.
Humorous
When you see an ad on TV, such as that of a Snickers bar, and they say "you're just no you when you're hungry", this is what form of appeal?
True
Women across cultures tend to have more of an interdependent self-concept than do men. (T/F)
PRIZM has three lifestage groupings," what are they?
Younger Years, Family Life, Mature Years
actual state
___________ is the way an individual perceives their feelings and situation to be at the present time.
Emotional
__________________ ads are designed primarily to elicit a positive affective response rather than to provide information or arguments.
utilitarian appeals
__________________ involve informing the consumer of one or more functional benefits that are important to the target market.
Fear appeals
__________________ use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered.
semantic differential scale
a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings
Likert Scale
a numerical scale used to assess attitudes; includes a set of possible answers with labeled anchors on each extreme
Elaboration Likelihood Model (ELM)
a theory about how attitudes are formed and changed under varying conditions of involvement; a model that predicts responses to persuasive messages by distinguishing between the central and the peripheral routes to persuasion.
cognitive component
consists of a consumer's beliefs about an object
utilitarian motivation
drive to acquire products that can be used to accomplish something (practical)
hedonic motivation
drive to experience something emotionally gratifying (emotional)
affective component
feelings or emotional reactions to an object
Self-concept can be divided into __________ parts, they are:
four; actual, ideal, private, and social.
physical surroundings
include decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object
situational influences
includes all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.
Social Surroundings
includes characteristics and interactions of others who are present during a purchase decision
evoked set
is a set of brands that comes to a consumer's mind when he thinks of purchasing a product.
ritual situation
is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning; can be private or public. Is critical to marketers because they often involve prescribed consumption behaviors.
desired state
is the way an individual wants to feel or be at the present time (vs their actual state of being.
rank-order scales
measurement scales in which the respondent compares two or more items and ranks them
behavioral component
one's tendency to respond in a certain manner toward an object or activity; reflects overt actions and statements of behavioral intentions with respect to specific attributes of the object or the overall object
VALS
provides a systematic classification of U.S. adults into eight distinct consumer segments; based on enduring psychological characteristics that correlate with purchase patterns.
private self-concept
refers to "how I am or would like to be to myself"
actual self-concept
refers to "who I am now"
ideal self-concept
refers to "who I would like to be"
social self-concept
refers to is "how I am seen by others or how I would like to be seen by others"
task definition
the reason the consumption activity is occurring
Consumer Decision process
the series of steps a consumer goes through in deciding to make a purchase
