Podcast
Questions and Answers
What does the study of consumer behavior primarily involve?
What does the study of consumer behavior primarily involve?
Which stage is NOT part of the consumer behavior process?
Which stage is NOT part of the consumer behavior process?
How does consumption help in defining identity?
How does consumption help in defining identity?
Which accurately describes the 80/20 Rule in marketing?
Which accurately describes the 80/20 Rule in marketing?
Signup and view all the answers
What is meant by 'user-generated content' (UGC)?
What is meant by 'user-generated content' (UGC)?
Signup and view all the answers
What do experiential purchases typically provide compared to material purchases?
What do experiential purchases typically provide compared to material purchases?
Signup and view all the answers
Which term refers to the analysis of extremely large datasets?
Which term refers to the analysis of extremely large datasets?
Signup and view all the answers
What does Role Theory suggest about consumer behavior?
What does Role Theory suggest about consumer behavior?
Signup and view all the answers
What is the term for the sharing of symbolic meanings among different products?
What is the term for the sharing of symbolic meanings among different products?
Signup and view all the answers
Which term describes the method to demonstrate favoritism even among arbitrarily assigned groups?
Which term describes the method to demonstrate favoritism even among arbitrarily assigned groups?
Signup and view all the answers
What type of reference group is composed of people we admire, such as celebrities?
What type of reference group is composed of people we admire, such as celebrities?
Signup and view all the answers
Which type of norm reflects our perceptions of how others are behaving?
Which type of norm reflects our perceptions of how others are behaving?
Signup and view all the answers
What social phenomenon indicates that people prefer to associate with those in their group?
What social phenomenon indicates that people prefer to associate with those in their group?
Signup and view all the answers
Which concept refers to setting norms that dictate what behaviors are socially acceptable?
Which concept refers to setting norms that dictate what behaviors are socially acceptable?
Signup and view all the answers
What is the term for the set of products that together serve to communicate social identity?
What is the term for the set of products that together serve to communicate social identity?
Signup and view all the answers
How does the perceived typicality of an influencer relate to brand perception?
How does the perceived typicality of an influencer relate to brand perception?
Signup and view all the answers
What does the closure principle indicate about perception?
What does the closure principle indicate about perception?
Signup and view all the answers
Which principle describes the tendency to group similar objects?
Which principle describes the tendency to group similar objects?
Signup and view all the answers
In semiotics, which component represents the product in a marketing message?
In semiotics, which component represents the product in a marketing message?
Signup and view all the answers
What distinguishes an icon from a symbol in semiotics?
What distinguishes an icon from a symbol in semiotics?
Signup and view all the answers
Which of the following best describes classical conditioning?
Which of the following best describes classical conditioning?
Signup and view all the answers
What is the role of the interpretant in a semiotic message?
What is the role of the interpretant in a semiotic message?
Signup and view all the answers
How do behavioral learning theories view the learning process?
How do behavioral learning theories view the learning process?
Signup and view all the answers
What is incident learning?
What is incident learning?
Signup and view all the answers
What are hybrid products characterized by?
What are hybrid products characterized by?
Signup and view all the answers
Which component does NOT belong to the formation of an attitude?
Which component does NOT belong to the formation of an attitude?
Signup and view all the answers
Pioneer brands are defined as:
Pioneer brands are defined as:
Signup and view all the answers
The knowledge function of attitudes applies when:
The knowledge function of attitudes applies when:
Signup and view all the answers
What is the primary role of the ego-defensive function of attitudes?
What is the primary role of the ego-defensive function of attitudes?
Signup and view all the answers
What does the utilitarian function of attitudes emphasize?
What does the utilitarian function of attitudes emphasize?
Signup and view all the answers
In multiattribute attitude models, which element represents the characteristics of the attitude object?
In multiattribute attitude models, which element represents the characteristics of the attitude object?
Signup and view all the answers
What distinguishes slow thinking from fast thinking in decision making?
What distinguishes slow thinking from fast thinking in decision making?
Signup and view all the answers
When price is prioritized over quality in product selection, which aspect carries more weight in the decision-making process?
When price is prioritized over quality in product selection, which aspect carries more weight in the decision-making process?
Signup and view all the answers
Which rule involves selecting the product that performs best on the most important attribute?
Which rule involves selecting the product that performs best on the most important attribute?
Signup and view all the answers
What occurs when consumers face excessive choices, leading to diminished decision-making abilities?
What occurs when consumers face excessive choices, leading to diminished decision-making abilities?
Signup and view all the answers
In the context of habitual decision making, what term describes the behavior of consistently purchasing the same brand without much thought?
In the context of habitual decision making, what term describes the behavior of consistently purchasing the same brand without much thought?
Signup and view all the answers
Which decision-making rule eliminates options that do not meet required standards for each prioritized attribute?
Which decision-making rule eliminates options that do not meet required standards for each prioritized attribute?
Signup and view all the answers
What is the main purpose of postpurchase evaluation in consumer behavior?
What is the main purpose of postpurchase evaluation in consumer behavior?
Signup and view all the answers
What principle describes the ideal decision-maker assumed to make completely rational choices?
What principle describes the ideal decision-maker assumed to make completely rational choices?
Signup and view all the answers
What type of decision-making strategy is often employed during habitual decisions, leading to faster choices?
What type of decision-making strategy is often employed during habitual decisions, leading to faster choices?
Signup and view all the answers
What does the Elaboration Likelihood Model suggest occurs under conditions of high involvement?
What does the Elaboration Likelihood Model suggest occurs under conditions of high involvement?
Signup and view all the answers
How does narrative transportation enhance the effectiveness of a message?
How does narrative transportation enhance the effectiveness of a message?
Signup and view all the answers
Which element of the communications model does 'feedback' refer to?
Which element of the communications model does 'feedback' refer to?
Signup and view all the answers
What is a characteristic of the source that is particularly important in persuasive communication?
What is a characteristic of the source that is particularly important in persuasive communication?
Signup and view all the answers
What distinguishes permission marketing from other marketing strategies?
What distinguishes permission marketing from other marketing strategies?
Signup and view all the answers
How does low involvement affect the route of persuasion according to the Elaboration Likelihood Model?
How does low involvement affect the route of persuasion according to the Elaboration Likelihood Model?
Signup and view all the answers
What does the persuasion knowledge model refer to?
What does the persuasion knowledge model refer to?
Signup and view all the answers
Which of the following is NOT a component of the communications model?
Which of the following is NOT a component of the communications model?
Signup and view all the answers
Study Notes
Consumer Behavior
- Consumer behavior is the study of processes when individuals or groups select, purchase, use and dispose of products, services, ideas or experiences to satisfy needs and desires.
Consumption
- Consumption is a continuous process involving pre-purchase, purchase, and post-purchase stages.
- Consumption choices help define personal and social identity.
Brand
- A brand identifies a specific company, product or individual.
- Consumers buy things for their meaning, not just their use.
Consumers, Society, and Technology
- Consumers are divided by demographics (age, income, family), lifestyle (hobbies), and behavior (buying habits).
- Consumers prefer culturally related brands.
- Consumer trends evolve over time, with experiences driving happiness and satisfaction.
- The 80/20 rule suggests 20% of consumers account for 80% of sales.
Consumption: From Problem to Solution
- Role theory: Consumers are actors, seeking props (products) and costumes (brands) to portray roles and adjust consumption based on the "play."
- Self-concept attachment: products help establish identity.
- Nostalgic attachment: Products link consumers to the past.
- Interdependence: Products are part of daily routines.
- Love: Products evoke passionate emotions.
Perceive and Making Sense of the World
- Sensation: Biochemical signals from senses to brain.
- Perception: Choosing, organizing, and interpreting sensations.
- Sensory marketing: companies carefully consider the impact of sensations on consumer experience.
Memory
- Memory is the process of acquiring, storing, and retrieving information.
- Encoding, storage, and retrieval are steps in the memory process.
- Encoding, influenced by the method of learning, determines how information is stored.
- Forgetting occurs due to decay or interference.
Attitudes
- Attitudes are lasting evaluations about objects, advertisements, or issues.
- Attitudes consist of affect (feelings), behavior (doing), and cognition (knowing).
- Consistency principle: people value harmony in their thoughts, feelings, and behaviors.
- Cognitive dissonance: A conflict between beliefs and actions.
The Attitude Structure
- Consumers exhibit different degrees of commitment to attitudes, from compliance to internalization.
Making Decisions
- Consumers can use either slow (system 2) or fast (system 1) thinking in decision-making.
- Compensatory rules (products compensate for shortcomings) and non-compensatory rules (choosing the best product across different attributes).
- Habitual decision making: purchasing the same brand due to inertia or brand loyalty.
Collective Decision Making
- Roles in collective decision-making (initiators, gatekeepers, influencers, buyers, users).
- Factors impacting group decisions include: (1) interpersonal needs; (2) product involvement and utility, (3) responsibility; (4) power of group member to influence others.
Lifestyles and Consumer Identity
- Lifestyle describes spending patterns and time use, influencing personal identity.
- Psychographics: a study of psychological, sociological, and anthropological factors to segment the market, understanding motivations for product choices or consumer behavior toward a specific product.
Consumer Culture and Values
- Consumer culture: Society's personality, including values and material objects.
- Values: beliefs about what is good or bad.
- Values and Lifestyle System (VALS2): a method to understand consumer segmentations through their values: Innovators, thinkers, achievers, experiencers, believers, strivers, makers, strugglers.
How Groups Influence Consumers
- Social identity theory and group affiliations
- Minimal group paradigm- People favor those in the same group.
- Reference groups: groups influencing consumer evaluations and behavior (actual or imagined).
- Opinion leaders: share knowledge about products and whose advice others value.
- Collective decision making: purchasing decisions involve multiple people with varied influences and importance in the buying-process.
- Consumer communities- Groups of like-minded people that share relationships.
The Diffusion of Innovations
- Diffusion of innovations: the process of new products, services, or practices spreading through societies.
- Different types of adopters (innovators, early adopters, early majority, late majority, laggards).
Consumer Rituals
- Rituals: ceremonies involving symbolic behaviors, sequences, artifacts.
- Rites of passage: rituals marking a change in social status.
- Sacred consumption: objects or events are treated with respect.
- Profane consumption: is less important.
Communication and Marketing
- Communication: Source, message, medium, receiver, feedback.
- Consumer’s knowledge of persuasion
- Persuasion knowledge model - People develop knowledge about persuasion to try to understand or change their attitudes.
- Framing, priming, and nudging.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
Description
Dive into the fascinating world of consumer behavior and the intricacies of consumption. This quiz explores how individuals or groups make decisions about products, services, and experiences, as well as the impact of demographics and technology on these choices. Test your understanding of key concepts like brand identity and consumer trends.
