Consumer Behavior Dynamics
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Questions and Answers

What does the term 'affect' refer to in consumer behavior?

  • How a consumer thinks about a product
  • The advertising strategies used by marketers
  • The actual behavior of purchasing a product
  • How a consumer feels about a person, object, or issue (correct)

Consumers can only hold one feeling about a product at a time.

False (B)

What are the two terms used to describe what a consumer intends to do and what they actually purchase?

intention and behavior

A consumer's ability to make a purchase may be limited by their __________.

<p>income</p> Signup and view all the answers

Which factor might cause consumers to behave inconsistently with their attitudes?

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

Match the reasons for inconsistent consumer behavior to their descriptions.

<p>Ability = Limited income affecting purchasing decisions Competing demands = Desire for multiple items that conflict with one's budget Social influence = Peer pressure affecting personal choices Measurement issues = Inaccurate self-reporting of feelings towards products</p> Signup and view all the answers

Consumers always provide accurate answers when asked about their feelings toward products.

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

Give an example of a situation where a consumer's behavior contradicts their attitude.

<p>A mother purchasing a doll she opposes to avoid disappointing her daughter.</p> Signup and view all the answers

Why do marketers prefer products to be shelved at eye level?

<p>So their brands can be seen first by consumers (D)</p> Signup and view all the answers

Consumers are generally quick to change their beliefs about brands when presented with factual information.

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

What is the average profit petroleum companies make per gallon at the petrol station?

<p>$0.07</p> Signup and view all the answers

The _____ likelihood model posits two routes to persuasion: central and peripheral.

<p>elaboration</p> Signup and view all the answers

Match the advertising appeal with its description:

<p>Fear appeal = Highlights negative consequences to invoke change Humor appeal = Uses comedy to engage consumers Emotional appeal = Targets feelings and personal connections Rational appeal = Focuses on facts and logical arguments</p> Signup and view all the answers

What kind of endorser is effective for important products, such as medication for children?

<p>A respected pediatrician (D)</p> Signup and view all the answers

Humor in advertising is most effective when it makes fun of the consumer.

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

What is a common tactic used in political advertising?

<p>Fear appeals</p> Signup and view all the answers

The type of appeal that focuses on humor to grab attention is called _____ appeal.

<p>humor</p> Signup and view all the answers

According to the elaboration likelihood model, what determines the route taken for persuasion?

<p>The importance of the message content (C)</p> Signup and view all the answers

An amusing advertisement will never be effective.

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

What is the primary difference between central and peripheral routes in the elaboration likelihood model?

<p>Central route involves deep processing of message content, while peripheral route relies on superficial cues.</p> Signup and view all the answers

To effectively change consumer beliefs, marketers might aim to change the _____ of certain beliefs.

<p>importance</p> Signup and view all the answers

Which type of emotional appeal helps consumers relate personally to a product?

<p>Emotional appeal (D)</p> Signup and view all the answers

Which of the following refers to the acceptance by a consumer that something exists or is true?

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

Negative beliefs about a product can affect a consumer's attitude toward that product.

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

What is the name of the model used by marketers to evaluate consumer attitudes?

<p>Multiattribute attitude model</p> Signup and view all the answers

A consumer might hold simultaneous beliefs about coffee, such as it tastes good but is __________.

<p>overstimulating</p> Signup and view all the answers

Match the type of belief with its example:

<p>Positive Belief = I am more awake after a cup of coffee Negative Belief = Coffee drinking is not a productive task Neutral Belief = An espresso is served without milk Contradictory Belief = Coffee is good for weight loss but may lead to weight gain</p> Signup and view all the answers

What is the primary challenge marketers face when evaluating consumer attitudes?

<p>Consumers hold multiple beliefs about products (C)</p> Signup and view all the answers

Product placement involves subtly inserting a product into a TV show or movie.

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

Name one strategy used to change consumer affect toward a product.

<p>Classical conditioning</p> Signup and view all the answers

The __________ is an example of a multiattribute attitude model used in marketing.

<p>Fishbein model</p> Signup and view all the answers

Which of the following is NOT a strategy for changing consumer attitudes?

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

Consumers are likely to switch brands if they receive temporary price discounts or coupons.

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

What kind of beliefs can consumers hold regarding a single product?

<p>Positive, negative, neutral, contradictory, or incorrect beliefs</p> Signup and view all the answers

Changing consumer __________ is challenging when they suspect marketers have ulterior motives.

<p>attitudes</p> Signup and view all the answers

Which of the following attributes received the highest score for Wal-Mart in the multiattribute analysis?

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

Match the following marketing concepts with their definitions:

<p>Classical Conditioning = Teaching a consumer to associate a product with a positive stimulus Likability = Connection based on qualities like friendliness Product Placement = Exposure of a product in media Multiattribute Attitude Model = Summarizing attitudes with a single score</p> Signup and view all the answers

Flashcards

Affect

A consumer's feelings about a product, person, or issue. These can be complex and include multiple emotions, even contradictory ones.

Behavior

The actions a consumer takes regarding a product, service, or brand. This might involve purchasing, using, or recommending it.

Cognition

A consumer's thoughts, beliefs, and knowledge about a product, service, or brand.

Intention

A consumer's intention to buy a product. It's what they plan to do, which may not always align with their actual purchase behavior.

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Reasons for Inconsistent Consumer Behavior

The reasons why a consumer might not act in accordance with their attitudes, like not having enough money, prioritizing other needs, or being influenced by friends.

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Measurement Problems in Consumer Research

Customers often don't consciously categorize their feelings towards products. Giving answers based on their detailed thoughts can sometimes be unreliable and inaccurate.

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Inconsistency between Affect and Behavior

A situation where a customer's beliefs or opinions can clash with their actual behavior. This can occur due to various factors such as moral dilemmas or competing priorities.

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Ability and Competing Demands

Consumers may not act on their intentions due to limitations, such as lacking financial resources or facing conflicting demands. This can lead to a gap between their desires and actual actions.

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Changing Consumer Beliefs

Changing consumers' beliefs about a brand or product is a key strategy for attitude change, particularly when those beliefs are unfavorable or inaccurate.

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Changing Current Beliefs

Altering strongly held or inaccurate beliefs is a challenging task, as people naturally resist external pressure to change.

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Changing the Importance of Beliefs

While difficult to achieve, it's possible to strengthen beliefs that favor a company's products, reinforcing positive associations with the brand.

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Adding New Beliefs

Introducing new beliefs that don't conflict with existing ones is more likely to be successful, as consumers are less resistant to accepting new information that aligns with their existing views.

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Elaboration Likelihood Model (ELM)

This model suggests that persuasion can occur through two routes: central, when message content is highly relevant, and peripheral, when other characteristics like source attractiveness are more important.

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Central Route

When a message is relevant or interesting, we pay close attention to the arguments presented, engaging in deeper processing.

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Peripheral Route

If we are less involved with the message, we rely more on peripheral cues, like source attractiveness or familiarity, rather than the content itself.

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Endorsement Congruence

The effectiveness of an endorser depends on their congruence with the product. Choosing an endorser who aligns with the product's image can greatly enhance persuasiveness.

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Emotional Appeals

Appealing to emotions can be just as موثر as appealing to logic. Marketers often use emotional appeals to evoke feelings that resonate with consumers and create a connection with the product.

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Humorous Appeals

Humor can be a powerful tool for attracting attention, but it's essential to use it subtly and appropriately, ensuring it doesn't offend or alienate potential customers.

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Fear Appeals

Fear appeals highlight potential negative consequences, motivating a change in behavior or attitude. They're commonly seen in advertising, political campaigns, and public health messages.

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Consumer Involvement

The relative importance of the marketer's arguments vs. the consumer's internal responses depends on the consumer's level of involvement with the product or message.

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Audience Characteristics

Audience characteristics heavily influence the effectiveness of either the source of the message or the message itself.

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Cognition/Beliefs

A consumer's acceptance of something as true, regardless of factual basis. These beliefs can be positive, negative, neutral, or a mix of both, influencing how consumers perceive a product.

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Multiattribute Attitude Model

A method used by marketers to measure the overall attitude of consumers towards a product by analyzing their beliefs about its attributes. It takes into account both positive and negative attributes.

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Fishbein Model

A specific type of multiattribute model that assigns a numerical score to products based on consumers' ratings of attributes like price, quality, convenience, etc.

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Product Placement

The act of incorporating a product into a movie, TV show, or other media, increasing its exposure and potential appeal to viewers.

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Likability

The emotional connection a consumer feels towards a person or object, often based on their 'friendliness' or likability.

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Changing Attitudes

A process where a marketer aims to change a consumer's attitude towards a product or brand.

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Classical Conditioning

A psychological process where a stimulus eliciting a response is paired with another neutral stimulus, which eventually causes a similar response over time.

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Increasing Likability

A strategy that aims to increase a brand's likability by associating it with positive and enjoyable elements, such as a catchy jingle or a relatable spokesperson.

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Increased Exposure

A strategy where marketers repeatedly expose consumers to a product, aiming to increase familiarity and potentially influence purchase decisions.

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Changing Behavior

Strategies that focus on changing a consumer's actions or behaviors towards a product.

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Temporary Price Discounts

A technique that motivates consumers to try new products by offering temporary price reductions or coupons.

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Better Store Shelf Position

A strategy where a product is strategically placed on store shelves to increase its visibility and attract consumers' attention.

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Product Switching

The act of switching from one product to another, usually driven by factors like price, quality, or brand appeal.

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Consumer Inertia

The tendency for consumers to continue using a product they are familiar with unless they're actively convinced to try something new.

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Study Notes

Affect, Behavior, and Cognition in Consumer Research

  • Affect encompasses feelings about objects/issues; consumers hold various, sometimes conflicting, feelings about products.
  • Example: Someone may believe animal cruelty is wrong yet buy steak.
  • Intention (intended actions) and behavior (actual purchases) often differ.
  • Consumer behavior can be influenced by ability, competing demands, social influence, or measurement problems.
  • Example: A teenager's desire for a new car might be challenged by a new computer need.

Factors Influencing Consumer Behavior

  • Ability: Insufficient income can prevent a purchase, even if desired.
  • Competing demands: Limited resources hinder multiple desires.
  • Social influence: Friends' opinions can override personal preferences.
  • Measurement problems: Consumers may provide inaccurate assessments of product feelings.

Cognition/Beliefs

  • Cognition/beliefs are consumer acceptance of truths (factual or not).
  • Example: Beliefs about coffee can range from positive ("wake me up") to negative ("not productive").
  • Beliefs can be positive, negative, neutral, or simultaneously positive/negative; also, inconsistent beliefs are possible.

Multiattribute Attitude Models

  • Multiattribute models aim to gauge overall consumer product attitudes via a single score.
  • These models assume consumer evaluation depends on product attribute beliefs.
  • Example Fishbein Model: scores US supermarkets based on importance of attributes like price, quality, and satisfaction using a belief analysis.

Changing Attitudes

  • Changing attitudes is hard; consumers are wary of marketer motives.
  • Strategies to change affect:
    • Classical conditioning: Connect a product with a positive stimulus (e.g., attractive people and desirable cars in ads).
    • Increase likability: Make the brand more endearing (e.g., the Pillsbury Doughboy, Energizer Bunny).
    • Increased exposure: Frequent exposure increases familiarity and brand preference.

Changing Behavior

  • Consumers often buy products that align with past experiences.
  • Incentives like temporary price reductions can motivate switching.
  • Strategic store placement (e.g., eye-level) influences visibility.

Changing Beliefs

  • Changing strongly held beliefs is challenging.
  • Strategies include:
    • Changing existing beliefs: Challenging difficult.
    • Changing importance of beliefs: Reinforce existing positive beliefs (e.g., importance of iron).
    • Adding new beliefs: Integrate new beliefs that do not conflict with current beliefs (e.g., adding the belief that stress causes vitamin depletion).

Elaboration Likelihood Model (ELM)

  • ELM suggests two routes for persuasion: central (focus on message content) and peripheral (focus on message traits).
  • Consumers' involvement determines route choice.
  • Product importance influences elaboration levels; endorsements are more influential for important products (e.g., a pediatrician for kids medicine).

Emotional vs. Rational Appeals

  • Emotional appeals (using 'heart') and Rational appeals (using 'mind') vary in effectiveness.
  • Humor can be effective, but subtlety and consistency with product image are key.
  • Fear appeals emphasize avoiding negative outcomes.

Persuasion

  • Consumer involvement dictates which cognitive processes are employed.
  • The effectiveness of a message's source vs. content depends on audience characteristics.

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Description

This quiz explores the intricate relationships between affect, behavior, and cognition in consumer research. It highlights how emotions, social influences, and beliefs shape purchasing decisions and the complexities involved when intentions do not align with actions. Test your understanding of the factors influencing consumer behavior.

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