Consumer Behavior and Consumption
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Questions and Answers

What does the study of consumer behavior primarily involve?

  • Educating consumers about product features
  • The processes involved in selecting and disposing of products (correct)
  • Understanding technological advancements that affect buying
  • Analyzing the financial impact of consumer purchases

Which stage is NOT part of the consumer behavior process?

  • Social media evaluation (correct)
  • Post-purchase
  • Pre-purchase
  • Purchase

How does consumption help in defining identity?

  • It is separate from one’s social interactions.
  • It involves both personal and social aspects. (correct)
  • It solely reflects personal income levels.
  • It is unrelated to consumer preferences.

Which accurately describes the 80/20 Rule in marketing?

<p>20% of consumers account for 80% of sales. (B)</p> Signup and view all the answers

What is meant by 'user-generated content' (UGC)?

<p>Opinions expressed by consumers about products and brands. (B)</p> Signup and view all the answers

What do experiential purchases typically provide compared to material purchases?

<p>Greater happiness and satisfaction (A)</p> Signup and view all the answers

Which term refers to the analysis of extremely large datasets?

<p>Big Data (D)</p> Signup and view all the answers

What does Role Theory suggest about consumer behavior?

<p>Consumers perform roles similar to actors in a play. (A)</p> Signup and view all the answers

What is the term for the sharing of symbolic meanings among different products?

<p>Product complementarity (B)</p> Signup and view all the answers

Which term describes the method to demonstrate favoritism even among arbitrarily assigned groups?

<p>Minimal group paradigm (B)</p> Signup and view all the answers

What type of reference group is composed of people we admire, such as celebrities?

<p>Aspirational reference group (C)</p> Signup and view all the answers

Which type of norm reflects our perceptions of how others are behaving?

<p>Descriptive norms (B)</p> Signup and view all the answers

What social phenomenon indicates that people prefer to associate with those in their group?

<p>In-group favoritism (C)</p> Signup and view all the answers

Which concept refers to setting norms that dictate what behaviors are socially acceptable?

<p>Normative influence (A)</p> Signup and view all the answers

What is the term for the set of products that together serve to communicate social identity?

<p>Consumption constellation (B)</p> Signup and view all the answers

How does the perceived typicality of an influencer relate to brand perception?

<p>It strengthens the brand's associated reference group through conformity. (B)</p> Signup and view all the answers

What does the closure principle indicate about perception?

<p>Incomplete pictures are perceived as complete based on prior experience. (C)</p> Signup and view all the answers

Which principle describes the tendency to group similar objects?

<p>Similarity principle (D)</p> Signup and view all the answers

In semiotics, which component represents the product in a marketing message?

<p>Object (B)</p> Signup and view all the answers

What distinguishes an icon from a symbol in semiotics?

<p>An icon resembles the product itself. (A)</p> Signup and view all the answers

Which of the following best describes classical conditioning?

<p>Pairing a stimulus that elicits a response with another that does not. (C)</p> Signup and view all the answers

What is the role of the interpretant in a semiotic message?

<p>It is the meaning derived from the sign. (B)</p> Signup and view all the answers

How do behavioral learning theories view the learning process?

<p>As responses to external events using a black box model. (B)</p> Signup and view all the answers

What is incident learning?

<p>Learning that occurs unintentionally. (A)</p> Signup and view all the answers

What are hybrid products characterized by?

<p>Characteristics from two distinct domains (A)</p> Signup and view all the answers

Which component does NOT belong to the formation of an attitude?

<p>Emotion (B)</p> Signup and view all the answers

Pioneer brands are defined as:

<p>First entrants in a product category (C)</p> Signup and view all the answers

The knowledge function of attitudes applies when:

<p>There is ambiguity or new products are confronted (D)</p> Signup and view all the answers

What is the primary role of the ego-defensive function of attitudes?

<p>To protect oneself from external threats (A)</p> Signup and view all the answers

What does the utilitarian function of attitudes emphasize?

<p>The pursuit of pleasure or avoidance of pain (B)</p> Signup and view all the answers

In multiattribute attitude models, which element represents the characteristics of the attitude object?

<p>Attributes (C)</p> Signup and view all the answers

What distinguishes slow thinking from fast thinking in decision making?

<p>Slow thinking is analytical while fast thinking is intuitive. (A)</p> 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?

<p>Price (B)</p> Signup and view all the answers

Which rule involves selecting the product that performs best on the most important attribute?

<p>Lexicographic rule (D)</p> Signup and view all the answers

What occurs when consumers face excessive choices, leading to diminished decision-making abilities?

<p>Choice overload (D)</p> 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?

<p>Inertia (A)</p> Signup and view all the answers

Which decision-making rule eliminates options that do not meet required standards for each prioritized attribute?

<p>Elimination-by-aspects rule (B)</p> Signup and view all the answers

What is the main purpose of postpurchase evaluation in consumer behavior?

<p>To assess satisfaction with the chosen product (C)</p> Signup and view all the answers

What principle describes the ideal decision-maker assumed to make completely rational choices?

<p>Homo economicus (B)</p> Signup and view all the answers

What type of decision-making strategy is often employed during habitual decisions, leading to faster choices?

<p>Non-compensatory rule (D)</p> Signup and view all the answers

What does the Elaboration Likelihood Model suggest occurs under conditions of high involvement?

<p>Central route to slow persuasion (B)</p> Signup and view all the answers

How does narrative transportation enhance the effectiveness of a message?

<p>By immersing consumers in a story, reducing counterarguments (D)</p> Signup and view all the answers

Which element of the communications model does 'feedback' refer to?

<p>The reactions of receivers to the message (C)</p> Signup and view all the answers

What is a characteristic of the source that is particularly important in persuasive communication?

<p>Credibility and attractiveness (C)</p> Signup and view all the answers

What distinguishes permission marketing from other marketing strategies?

<p>It relies on communicating with consumers who have opted in (A)</p> Signup and view all the answers

How does low involvement affect the route of persuasion according to the Elaboration Likelihood Model?

<p>It encourages quick judgment based on peripheral cues (C)</p> Signup and view all the answers

What does the persuasion knowledge model refer to?

<p>Consumers' understanding of persuasive tactics and their responses (D)</p> Signup and view all the answers

Which of the following is NOT a component of the communications model?

<p>Subjective interpretation (D)</p> Signup and view all the answers

Flashcards

Attitude

A lasting general evaluation of people, objects, advertisements, or issues.

Attitude Object (AO)

Anything toward which one has an attitude, like a product, a person, or an advertisement.

ABC Model of Attitude

The three components of an attitude: affect (feeling), behavior (doing), and cognition (knowing).

Utilitarian Function

An attitude function that focuses on rewards and punishments, like enjoying a sweet treat or avoiding a painful experience.

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Value-Expressive Function

An attitude function that reflects the consumer's self-concept, like buying a luxury car to feel successful.

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Ego-Defensive Function

An attitude function used to protect oneself from external threats, like smoking to deal with stress.

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Knowledge Function

An attitude function that helps people understand ambiguous situations, like buying a new product based on reviews.

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Multiattribute Attitude Model

A model that uses multiple attributes to understand consumer beliefs about a product or service.

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Consumer Behavior

The study of how individuals and groups choose, buy, use, and dispose of products, services, ideas, and experiences to fulfill needs and desires and define their identities.

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Consumption

Refers to the entire process of consumer behavior, including how we perceive and understand the world around us. It encompasses pre-purchase, purchase, and post-purchase stages.

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Identity

A multi-layered concept encompassing our personal and social selves. The things we buy reflect who we are and who we want to be.

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Brand

A company, product, or individual that consumers can easily recognize and associate with.

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In-group Bias

The tendency of consumers to favor culturally related brands that align with their desire for connection with their origin and culture.

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Consumer Trend

A trend that evolves over time, showing experiential purchases, like vacations or events, often lead to greater happiness and satisfaction than material possessions.

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80/20 Rule

A principle that states that 20% of consumers generate 80% of sales. Marketers focus their efforts on this segment for maximum impact.

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Big Data

The collection and analysis of massive datasets to gain insights into consumer behavior and trends.

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Closure Principle

The tendency to perceive incomplete images as complete, filling in the missing parts based on our prior experiences.

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Similarity Principle

Grouping objects together based on shared physical characteristics.

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Figure-Ground Principle

The phenomenon where one part of a stimulus dominates (figure) while other parts recede to the background (ground).

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Semiotics

The study of signs and symbols and their role in meaning-making.

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Object (Semiotics)

The product that is the focus of a marketing message.

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Sign (Semiotics)

The sensory image that represents the intended meaning of the object.

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Interpretant (Semiotics)

The meaning we derive from the sign.

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Classical Conditioning

Stimulus paired with another stimulus that initially does not elicit a response, leading to a learned response.

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Quality vs. Price

When a product offers a higher quality for a higher price compared to other, less quality products, the higher quality product will be favored.

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Lexicographic Rule

A decision-making rule used in habitual buying where the top attribute (quality, price, etc.) is the sole deciding factor.

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Elimination-by-aspects Rule

A decision-making rule where attributes are prioritized, and products are eliminated if they don't meet the minimum standard for each prioritized attribute.

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Conjunctive Rule

Decision-making rule where each attribute has a pre-defined minimum requirement. If a product doesn't meet the minimum on any attribute, regardless of its strengths in others, it's dropped.

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Choice Overload

This refers to the overthinking and analysis paralysis when too many options are available.

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Feature Creep

This refers to the increase in features or choices within a product, making it overly complex.

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Post-purchase Evaluation

The act of experiencing a product or service and deciding whether it met your expectations.

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Habitual Decision Making

A type of decision making that involves little to no conscious effort.

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Co-branding

A strategy where brands team up to promote products from different categories, focusing on a shared lifestyle.

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Product Complementarity

When the meanings of different products connect and reflect a shared lifestyle or identity.

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Consumption Constellation

A set of products used by individuals to express their identity, values, and social roles.

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Authenticity

The feeling that a product or brand is genuine, authentic and true to its core values.

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Brand Storytelling

A type of brand communication that uses stories to create emotional connections with consumers.

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Social Identity Theory

A theory explaining that people's sense of self-worth is tied to the groups they belong to.

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Minimal Group Paradigm

A method showing that people tend to favor others assigned to the same group, even if it's arbitrarily formed.

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Reference Group

A group that significantly influences an individual's behavior, values, and aspirations.

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Elaboration Likelihood Model (ELM)

The Elaboration Likelihood Model (ELM) proposes two main routes to persuasion: the central route and the peripheral route. The central route, characterized by high involvement and System 2 processing, involves careful consideration of arguments and leads to slower but more lasting persuasion. The peripheral route, characterized by low involvement and System 1 processing, focuses on superficial cues and leads to faster but less durable persuasion.

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Narrative Transportation

Narrative transportation refers to the extent to which a consumer is immersed in a story and feels transported into the narrative. This immersive experience can lead to increased belief in the story's reality and a decreased likelihood of questioning or counterarguing the message.

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Persuasion Knowledge Model

The Persuasion Knowledge Model suggests that consumers develop awareness of persuasion attempts and use their past experiences to evaluate subsequent persuasive efforts. This model helps consumers understand how marketers try to influence their decisions.

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Communications Model

The communications model outlines six key elements involved in marketing communication: the source (origin), the message (content and structure), the medium (delivery channel), the receiver (audience), the feedback (response), and consumer-to-consumer exchanges (word-of-mouth)

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Permission Marketing

Permission marketing emphasizes obtaining explicit consent from consumers before initiating communication. This approach acknowledges that consumers are more receptive to messages from sources they have chosen to engage with.

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Source Credibility

A credible source is perceived as trustworthy, knowledgeable, and objective. These qualities enhance the effectiveness of persuasive messages by increasing the receiver's confidence in the information presented.

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Source Attractiveness

Source attractiveness refers to the perceived likability, attractiveness, and similarity of a source. Consumers are more likely to be influenced by attractive sources due to psychological principles like the halo effect.

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Knowledge Bias

Knowledge bias occurs when a source's knowledge about a topic is inaccurate or incomplete. This can lead to the spread of misinformation and false information, as seen in the case of fake news.

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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.

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Consumer Behavior Summary PDF

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.

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