Consumer behavior final
Compatibility
Innovation should be compatible with consumers' lifestyles
Observability
Innovations that are easily observable are more likely to spread
Innovation:
any product (or service or activity etc.) that consumers perceive to be new
In the process of ________, new immigrants adopt products, habits, and values they identify with the mainstream culture.
assimilation
Social identity
is that part of the self that our group memberships define.
HOW DO WE FIND OPINION LEADERS?
The self-designating method o Simply ask individuals whether they consider themselves to be opinion leaders o Easy to apply to large group of potential opinion leaders o Inflation or unawareness of own importance/influence
Exchange Theory:
- Every interaction involves an exchange of value
• Commercial Friendships:
- When service personnel and customers form relationships
SIX GENERAL PROBLEMS
1. Dependence on others o Individualism to collectivism 2. Dealing with the unknown o Uncertainty avoidances (strong to weak) 3. Handling inequality o Power distances (large-small) 4. Emotional gender roles o Masculinity to Femininity 5. Time perspective o Long- to Short-term 6. Dealing with natural drives o Indulgence to restraint
Complexity
A product that is easy to understand will be chosen over competitors
• Identity Negotiation:
A relationship in which some agreement must be reached about he roles of each participant
Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one? A) The model has relatively weak theorems about attitudes. B) The model deals with actual behavior, not with the outcomes of behavior. C) Some behavioral outcomes are beyond the consumer's control. D) Measures of attitude often do not correspond to the behavior they are supposed to predict.
A) The model has relatively weak theorems about attitudes.
The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad? A) a person and his or her perceptions B) the marketer and its strategy of image building C) a person's beliefs D) subconscious motives
A) a person and his or her perceptions
According to the Fishbein model, one of the components of attitude is the ________ people have about an Ao. A) salient beliefs B) subconscious beliefs C) latitude of acceptance D) latitude of rejection
A) salient beliefs
4 A's
Acceptability, availability, affordability, awareness
1. Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving? A) Social media marketing B) Social marketing C) Public service marketing D) Services marketing
B) Social marketing
Meagan is planning her wedding and wants everything to be just right, from the invitations and table settings to the ceremony and music selections. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) ________.
B) surrogate consumer
Which of the following theoretical models measures attitude toward the act of buying (Aact), rather than the attitude toward only the product itself? A) the theory of cognitive dissonance B) the theory of reasoned action C) the balance theory D) the theory of trying
B) the theory of reasoned action
MARKETING ETHICS AND PUBLIC POLICY
Business ethics are rules of conduct that guide actions in the marketplace. There are cultural differences in what is considered ethical.
A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark- haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here? A) Celebrities should be attractive, but not too attractive. B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. C) The celebrity's image should match that of the product and should embody cultural meaning. D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
C) The celebrity's image should match that of the product and should embody cultural meaning.
Simi Ghandi is never quite sure which brand of gum to buy. She tries some, likes some, and rejects some. However, through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. "Oh well," says Simi, "gum buying is not that big of a deal anyway." Which of the following hierarchies would best describe Simi's situation?
C) low-involvement hierarchy
WHAT IS CONSUMER WELL-BEING?
Consumer well-being as a desired state of objective and subjective well-being involving the various stages of the consumer or product life cycle in relation to consumer goods and/or services.
SUBCULTURES, MICROCULTURES, AND CONSUMER IDENTITY
Consumers' lifestyles are affected by group membership within the society-at-large o Subcultures of age, race/ethnicity, place of residence Microcultures share a strong identification with an activity or art form o Have own unique set of norms, vocabulary, and product
All multiattribute attitude models specify the importance of three elements. Two of those elements are attributes and beliefs. What is the third element? A) action variables B) motivations C) recency of events D) importance weights
D) importance weights
Cosmological
Emphasize that all components of the universe are part of a single picture
Metaphysical
Help explain origins of existence
REFERENT POWER
If we admire the qualities of a person/group we try & imitate o E.g. product endorsements, fashion, causes
COMPARED TO CONSUMER DECISION MAKING, ORGANIZATIONAL DECISION MAKING...
Involves many people Requires precise, technical specifications Is based on past experience and careful weighing of alternatives May require risky decisions Involves substantial dollar volume Places more emphasis on personal selling
Sociological
Maintain social order by authorizing a social code to be followed by members of a culture
POINT-OF-PURCHASE STIMULI
May be an elaborate product display or demonstration, a coupon-dispensing machine, or something giving out free samples
COMPONENTS OF SOCIAL CLASS
Occupational prestige o Is stable over time and similar across cultures o Single best indicator of social class Income o Wealth not distributed evenly across classes (top fifth controls 75% of all assets) o How money is spent is more influential on class than income
INFORMATIONAL POWER
Often a by-product of expert power That is, this power stems from the "logic," "reasoning" or importance of the communication provided o Includes assumed access to the truth by knowing a lot o But also includes your ability to PRESENT information. E.g. Consumer reviews can arm you with informational power, but you need to convincingly present it to be useful in influencing.
ORGANIZATIONAL DECISION MAKING
Organizational buyers: purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale
Trialability
People are more likely to adopt an innovation if they can experiment with it prior to purchase
REWARD POWER
Positive resource power Interpersonally: providing social acceptance or liking Impersonally: tangible rewards like money o Salesperson offering a gift if you give them a favourable survey
EXPERT POWER
Possessing SPECIFIC knowledge about an area o Often with a qualification or easily observable experience o E.g. game and movie reviews by "experts"
LEGITIMATE POWER
Power granted by social agreement o Uniforms and symbols can be co-opted in marketing o Very contextual and potentially tenuous
FIVE PERSPECTIVES ON TIME
Pressure cooker Analytic planning, other oriented, monochromic o Map Analytic planning, temporal orientation, polychromic o Mirror Analytic planning, polychromic, past temporal o River Spontaneous, present focus o Feast Analytic, present focus
Relative Advantage
Product should offer relative advantage over other alternatives
GLOCAL
Products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place.
Psychological
Provide models for personal conduct
discontinuous innovations
Really big changes in the way we live. Major inventions! Creates major changes in the way we live
• Interaction Styles:
Salespeople can adapt their approach according to customer's traits and preferences
PSYCHOLOGICAL TIME (4)
Social Temporal Orientation Planning Orientation Polychronic
PREDICTING CONSUMER BEHAVIOR
Social class is better predictor of lower to moderately priced symbolic purchases Income is better predictor of major nonstatus/nonsymbolic expenditures Need both social class and income to predict expensive, symbolic products
Advertisements reminding people to stay focused while driving and to avoid texting while driving are examples of.....
Social marketing
COERCIVE POWER
Social or tangible intimidation o Not greatly used by marketing in general But o E.g. Fear appeals or punishment ads
SOCIOMETRIC METHODS
Sociometric methods: trace communication patterns among group members Systematic map of group interactions Most precise method of identifying productinformation sources, but is very difficult/expensive to implement
Diffusion of innovation
Successful innovations spread through the population at various rates
TRANSFORMATIVE CONSUMER RESEARCH
TCR promotes research projects that include the goal of helping people or bringing about social change Social marketing strategies use marketing techniques to encourage positive behaviors such as increased literacy and to discourage negative activities such as drunk driving
UNCERTAINTY AVOIDANCE:
The extent to which people feel threatened by uncertainty and ambiguity.
DISCRETIONARY INCOME
The money available to a household over and above what it requires to have a comfortable standard of living
Hofstede's analogy
Your culture is like your nose: you do not see it properly yourself, but everybody else does and thinks it is peculiar if it differs from theirs
TYPES OF SCAMS
Unexpected money Dating and romance Unexpected prize Buying, selling or donating Jobs and investment Attempts to gain your personal information Threats and extortion
Spontaneous Shopping
Unplanned buying: reminded to buy something by seeing it; often when unfamiliar with a store's layout or when under some time pressure - Impulse buying: a sudden urge that cannot be resisted - Impulse items: items 'conveniently' placed near a checkout...
SINGLE PRICING
When prices are advertised or promoted, products and services must clearly display a 'single price' which is the minimum total cost that is able to be calculated. This should include: o the price of all aspects of the final product and service o all taxes, duties and extra fees. It does not need to include: o delivery charges - although the minimum delivery charge should be included separately in the advertisement o optional charges or extras.
SURROGATE CONSUMER
a marketing intermediary hired to provide input into purchase decisions o Interior decorators, stockbrokers, professional shoppers, college consultants o Consumer relinquishes control over decision-making functions
Carl Thorne has just passed the final test to become a member of a college fraternity. This rite of passage has moved Carl from being an individual to being a member of a bonded group. When Carl receives his fraternity pin in a final ceremony and joins his new brothers, he will have passed through the final stage of a rite of passage. According to the text, what is this stage called?
aggregation
PREREQUISITES FOR SUCCESSFUL ADOPTION
compatibility, trialabilty, complexity, observability, relative advantage
Demands of innovations
continuous, dynamically continuous, discontinuous
Profane consumption:
involves consumer objects and events that are ordinary and not special
Sacred consumption:
involves objects and events that are set apart from normal activities that are treated with respect or awe
Agentic roles
men are expected to be assertive and have certain skills
continuous innovations
modification of an existing product small changes to position the product, add line extensions, or merely to alleviate consumer boredom Evolutionary rather than revolutionary
dynamically continuous
significant change to an existing product More pronounced change to existing product
Business-to-business (B2B) marketers
specialize in meeting needs of organizations such as corporations, government agencies, hospitals, and retailers.
Communal roles:
women are taught to foster harmonious relationships
MISLEADING CLAIMS & ADVERTISING
you have the right to receive accurate and truthful messages about the products and services you buy
Affective aspects
• People like it that way
Cognitive aspects
• People think it works that way
Directive aspects
• People will do it that way
