Consumer Behavior & Marketing Action

Marketing efforts focus on specific groups of consumers rather than everyone.

The 80/20 rule states that a small portion of users (20%) account for a large share of sales (80%).

A deep connection between a product and consumer, making it hard for competitors to attract them.

Statistics describing a population's features, such as age, gender, and income.

Understanding consumer needs is crucial for marketers to fulfill them effectively.

Thinking that happens without conscious effort or attention.

The idea that unconscious thought is better for making complex decisions because it can process more information without being overwhelmed.

A key feature of unconscious thought is that it can handle large amounts of information.

The concept that the way you think (consciously or unconsciously) affects the quality of your decisions.

The suggestion that taking a break from consciously thinking about a decision can actually improve the outcome.

The tendency for initial impulse purchases to lead to more buying, even when needs are already met.

The overwhelming feeling of having too many choices, leading to decision fatigue and potentially poor choices.

A decision-making style that is deliberate, rational, and involves weighing pros and cons of each option.

A decision-making style based on habit and routine, with little conscious thought or effort.

Decision-making driven by emotions and immediate feelings, often impulsive.

The process of evaluating the mental effort required for a decision and adjusting our cognitive effort accordingly.

A mental tool for tracking our planned consumption over time to guide present choices.

The deliberate effort to modify or maintain our actions over time, often using planning techniques.

The degree to which a consumer is interested in a product, brand, or message.

A type of involvement where consumers are engaged in the context of a store, website, or location, like a test drive.

Using novel, prominent, or valuable stimuli to gain attention and increase involvement.

Using personalized messages, high-tech experiences like augmented reality, and subscription boxes to boost situational involvement.

A mental process involving actively thinking about and elaborating on information related to a product, brand, or message.

A direct path to persuasion based on conscious thinking and careful evaluation of information.

A path to persuasion via emotional appeals, peripheral cues, or heuristics, less reliant on conscious thought.

The Elaboration Likelihood Model explains how involvement influences the way consumers process information and are persuaded.

The extent to which we focus our mental resources on a particular stimulus.

Our ability to only process a small portion of the information we're exposed to.

We're more likely to notice stimuli that relate to our current needs.

We tend to see what we want to see and ignore what we don't.

The degree to which we continue noticing a stimulus over time.

Less intense stimuli (e.g., soft sounds) tend to fade into the background.

Simple stimuli (e.g., plain colors) habituate because they don't demand attention.

Stimuli we see frequently (e.g., billboards) become less noticeable.

A marketing principle that suggests people are more likely to give something in return if they receive something first. It's about initiating the exchange to create an obligation for a positive response in return.

The idea that things become more desirable when they are less available. This is often used in marketing by creating a sense of urgency or exclusivity.

People tend to be more persuaded by authoritative figures or sources. Marketers use this by associating their products with experts or trusted figures.

People try to maintain consistency in their beliefs and actions. This principle encourages consumers to commit to something publicly or actively, making them more likely to follow through.

We are more likely to be persuaded by people we like or admire. Marketers use this by creating likable and relatable personas or associating their brands with popular figures.

When individuals look at what other people are doing to make decisions. Marketers use this by highlighting social proof and popularity to influence consumer behavior.

This theory tries to understand how people maintain consistency in their attitudes and perceptions. It proposes that people strive for harmony in their relationships with objects and individuals.

This theory uses the concept of a 'triad' which includes a person, an attitude object, and another person or object related to the attitude object. It aims to explain how people change their attitudes to maintain consistency in their perceptions.

In marketing, reciprocity means offering something first to increase the likelihood of someone giving something back. It's the 'give and take' principle.

Exclusivity and limited availability make products seem more desirable. Marketers use this by creating limited editions or short-term promotions.

We trust and believe experts more readily. Brands use this by associating their products with recognized specialists.

This principle suggests that people try to align their actions and beliefs to avoid incongruence. Marketers encourage public commitments to products or services.

We are more likely to be influenced by people we like, such as celebrities or friends. Marketers use this by creating likable brand personalities.

People consider what other people do before making decisions. Marketers leverage social proof and popularity to influence consumer behavior.

The Balance Theory uses the concept of a triad to explain attitudes. It examines how people perceive relationships between themselves, an attitude object, and another person/object.

People who experience deception feel tricked, leading to defensiveness. This defensiveness causes negative bias towards other ads, acting as a shield from further deception.

The negative impact of deception on future advertising is lessened when someone feels socially excluded.

Socially excluded people focus on positive information to combat negative feelings. This can lead to ignoring deception, resulting in higher trust in advertising.

A carryover effect happens after deceptive experiences, creating distrust in future advertising, even for unrelated products.

A phenomenon where depressed individuals make more realistic judgments than non-depressed people.

The ability to understand that others have different mental states, desires, and knowledge, and to attribute those states to oneself and others.

The understanding that advertising aims to induce viewers to buy a product.

The understanding that advertising seeks to change how a product is perceived through biased information, affecting emotions or cognitions towards it.

Children's understanding of advertising develops progressively. First comes the grasp of selling intent, followed by the knowledge of persuasive intent.

The ability to understand someone else's perception of another person's mental state. Children with this understanding can recognize that advertising intends to change their opinion.

A theory explaining how new information influences our attitudes, with three key zones: acceptance (no change), non-commitment (potential change), and rejection (no change).

This effect occurs when new information falls within our Latitude of Acceptance. We perceive it as even more similar to our existing opinion than it actually is.

The zone where we are open to changing our minds. It's the sweet spot for marketers to influence attitudes.

This effect happens when new information is very different from our existing opinion. We perceive it as even more extreme and threatening than it really is.

A model that explains how attitudes are formed towards products. It involves multiplying our beliefs about a product's characteristics by their importance to us.

A strong positive or negative feeling about a brand, product, or idea.

What we believe to be true about a product, brand, or idea.

The degree to which we value or consider important a particular characteristic of a product.

Appeals that use sexual imagery to draw attention to a product.

Appeals that use humor to make a product more memorable and likeable.

Appeals that emphasize the negative consequences of not taking action, urging people to change their behavior or attitude.

A theory that explains how we can translate intentions into actions by linking a specific situation with a desired behavior.

A technique that emphasizes the regret we might feel later if we don't take action, motivating us to act now.

A theory that explains how people maintain balance and consistency in their relationships and attitudes.

A theory stating that relationships are balanced when they have three positive connections or two negative connections and one positive connection. Stability arises from this balance.

The idea that two individuals disliking the same person can lead to them becoming or staying friends. A shared hatred can bind people together.

This hypothesis suggests that if someone dislikes a friend's enemy, they will also dislike that enemy. Friends tend to share a similar opinion towards other people.

States that if someone dislikes a person, they will also dislike that person's friend. The dislike extends from one person to their connections.

Suggesting that people befriend those disliked by their own enemies. It's like finding connection through shared opposition.

A set of principles that guide actions in the marketplace, focusing on ethical conduct and right versus wrong. They include honesty, fairness, respect, and integrity.

A marketing strategy that promotes environmentally friendly products and highlights their eco-friendly features to customers. It emphasizes sustainability.

This type of marketing utilizes marketing strategies typically used for products to encourage positive behaviours and discourage negative ones. It aims to influence people's actions for social good.

A behaviour pattern characterized by a physiological or psychological dependence on products or services, often driven by craving or a need to repeat the experience.

A repetitive and often excessive buying behaviour, acting as a coping mechanism for stress or negative emotions. It goes beyond normal shopping and is done for emotional relief.

A false statement or representation that is intended to mislead consumers and create a false belief about a product or service, impacting their decisions.

These tactics aim to misrepresent products or deceive consumers through misleading information or packaging. It involves creating a false perception about a product.