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Questions and Answers
What does consumer behavior encompass?
What does consumer behavior encompass?
Which of the following roles is NOT considered a key actor in consumer behavior?
Which of the following roles is NOT considered a key actor in consumer behavior?
What does sensation primarily refer to in the perceptual process?
What does sensation primarily refer to in the perceptual process?
Which perspective views consumers as rational decision makers?
Which perspective views consumers as rational decision makers?
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What does the term 'exposure' refer to?
What does the term 'exposure' refer to?
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Why is it often difficult to capture consumer attention?
Why is it often difficult to capture consumer attention?
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What is the minimal change that can be detected referred to as?
What is the minimal change that can be detected referred to as?
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Which of the following is considered a factor influencing perceptual selection?
Which of the following is considered a factor influencing perceptual selection?
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What is the primary difference between recognition and recall in memory retrieval?
What is the primary difference between recognition and recall in memory retrieval?
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Which of the following best describes associative networks in long-term memory?
Which of the following best describes associative networks in long-term memory?
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How is sensory memory defined?
How is sensory memory defined?
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What does the term 'self-concept' refer to?
What does the term 'self-concept' refer to?
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What is the main focus of the ideal self in contrast to the actual self?
What is the main focus of the ideal self in contrast to the actual self?
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Which of the following concepts refers to the process of managing impressions in social contexts?
Which of the following concepts refers to the process of managing impressions in social contexts?
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Which viewpoint characterizes the self in Eastern cultures?
Which viewpoint characterizes the self in Eastern cultures?
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What is a script in terms of cognitive structures?
What is a script in terms of cognitive structures?
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Which factor increases the likelihood that a stimulus will be noticed?
Which factor increases the likelihood that a stimulus will be noticed?
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What does perceptual vigilance refer to in the context of stimulus selection?
What does perceptual vigilance refer to in the context of stimulus selection?
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How does past experience influence perceptual selection?
How does past experience influence perceptual selection?
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What principle of stimulus organization explains the ability to fill in gaps to perceive a complete picture?
What principle of stimulus organization explains the ability to fill in gaps to perceive a complete picture?
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Which principle states that the whole is greater than the sum of its parts?
Which principle states that the whole is greater than the sum of its parts?
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What is the primary focus of selective exposure in consumer behavior?
What is the primary focus of selective exposure in consumer behavior?
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In the context of semiotics, what term refers to the meaning derived from an object?
In the context of semiotics, what term refers to the meaning derived from an object?
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What occurs when exposure to one stimulus influences the response to another related stimulus?
What occurs when exposure to one stimulus influences the response to another related stimulus?
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What does perceptual mapping help visualize?
What does perceptual mapping help visualize?
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Which of the following accurately describes classical conditioning?
Which of the following accurately describes classical conditioning?
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What is the impact of repetition in classical conditioning?
What is the impact of repetition in classical conditioning?
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Which of the following describes instrumental conditioning?
Which of the following describes instrumental conditioning?
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What is a primary aspect of cognitive learning?
What is a primary aspect of cognitive learning?
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Which process is NOT a stage in the memory process?
Which process is NOT a stage in the memory process?
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What does semantic meaning in encoding refer to?
What does semantic meaning in encoding refer to?
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What component impacts observational learning?
What component impacts observational learning?
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What do utilitarian motives in shopping primarily focus on?
What do utilitarian motives in shopping primarily focus on?
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How is store image primarily shaped?
How is store image primarily shaped?
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What does the term 'Point-of-Purchase (POP) stimulus' refer to?
What does the term 'Point-of-Purchase (POP) stimulus' refer to?
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What is a primary influence of store environments on consumer behavior?
What is a primary influence of store environments on consumer behavior?
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According to the expectancy disconfirmation model, when is consumer satisfaction achieved?
According to the expectancy disconfirmation model, when is consumer satisfaction achieved?
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What is considered a limitation of e-commerce?
What is considered a limitation of e-commerce?
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What does the concept of multiple selves imply?
What does the concept of multiple selves imply?
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What are the three types of divestment rituals associated with product disposal?
What are the three types of divestment rituals associated with product disposal?
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Study Notes
Consumer Behavior
- Involves acquiring, using, and disposing of goods and services.
- Includes mental and emotional processes associated with these activities.
Actors in Consumer Behavior
- Decider: Influences the decision to buy, use, or dispose.
- Purchaser: Makes the actual purchase.
- User: Consumes the product or service.
- Initiator: Starts the buying process.
- Influencer: Recommends or suggests products.
Perspectives on Consumer Behavior
- Systematic Decision Makers: Consumers make rational choices that maximize benefits.
- Active Interpreters: Cultural and social contexts shape consumer interpretations of products.
- Complex & Irrational Beings: Human decisions are influenced by various factors, not always rational.
Sensation
- Immediate response of sensory receptors to stimuli.
- Plays a crucial role in the perceptual process.
Perceptual Process
- Selection: Choosing which stimuli to pay attention to.
- Organization: Organizing and structuring information.
- Interpretation: Assigning meaning to stimuli.
Hedonic Consumption
- Focuses on the emotional and enjoyable aspects of consumer interactions with products.
Sensory Marketing
- Uses sensations (sights, sounds, smells) to enhance product experiences and evoke emotions.
Exposure
- When a stimulus comes within the range of a person's sensory receptors.
- Absolute Threshold: Minimum level of stimulus detectable.
- Differential Threshold: Ability to detect changes between two stimuli.
Attention
- Degree of processing activity devoted to a stimulus.
- Can be difficult due to sensory overload.
Perceptual Selection Factors
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Personal factors: Based on individuals' characteristics.
- Experience: Past experiences influence attention.
- Perceptual vigilance: More likely to notice relevant stimuli.
- Perceptual defense: Avoiding threatening or uncomfortable stimuli.
- Adaptation: Decreased impact of repeated stimuli.
-
Stimulus factors: Features of the stimuli itself.
- Size: Larger stimuli are more noticeable.
- Color: Bright or contrasting colors attract attention.
- Position: Prominent positions (eye-level shelves) increase visibility.
- Novelty: Unusual or unexpected stimuli stand out.
Interpretation
- Assigning meaning to stimuli.
- Schema: Mental structures that organize information.
- Priming: Exposure to one stimulus influences a response to a related one.
Principles of Stimulus Organization
- Gestalt: Perceiving the whole, not just separate parts.
- Figure-ground: Differentiating the object from the background.
- Closure: Filling in missing information to form a complete picture.
- Similarity: Grouping similar items together.
Semiotics
- Study of signs and symbols to convey meaning.
- Object: The actual product.
- Sign: Sensory representation of the object.
- Interpretant: Meaning derived from the sign.
Perceptual Map
- Visual representation of how consumers perceive brands compared to competitors.
Brand Positioning
- Establishing a distinctive image in the consumer's mind.
Learning
- Acquiring knowledge and experience that influence future behavior.
Behavioral Learning
-
Classical Conditioning: Pairing a neutral stimulus with an unconditioned stimulus to create a conditioned response.
- Unconditioned Stimulus (UCS): Naturally elicits a response.
- Conditioned Stimulus (CS): Originally neutral but becomes associated with the UCS.
- Unconditioned Response (UCR): Natural reaction to the UCS.
- Conditioned Response (CR): Learned response to the CS.
Principles of Classical Conditioning
- Repetition: Repeated pairings strengthen the CR.
- Stimulus Generalization: Similar stimuli to the CS elicit the CR.
Instrumental Conditioning
- Learning through rewards and consequences.
- Positive Reinforcement: Rewards increase behavior.
- Negative Reinforcement: Removes negative conditions, increasing behavior.
- Punishment: Decreases behavior.
- Extinction: Decreases behavior by withholding reinforcement.
Cognitive Learning
- Emphasizes internal mental processes.
Observational Learning
- Learning by observing and imitating others' behavior.
- Involves four steps:
- Attention: Paying attention to the behavior.
- Retention: Remembering the behavior.
- Production: Replicating the behavior.
- Motivation: Having a reason to imitate the behavior.
Memory Process
- Input: Sensory information enters the brain.
- Encoding: Converting information into a storable format.
- Storage: Retaining information.
- Retrieval: Accessing stored information.
Types of Encoding
- Sensory Meaning: Encoding based on sensory attributes.
- Semantic Meaning: Encoding based on symbolic or factual meaning.
- Episodic Memories: Personal memories of specific events.
- Narratives: Encoding information in the form of stories.
Memory Systems
- Sensory Memory: Briefly holds sensory information (seconds).
- Short-term Memory: Holds information temporarily for processing (20-30 seconds).
- Long-term Memory: Stores information over extended periods.
Storage Concepts
- Associative Networks: Information linked to related concepts.
- Spreading Activation: Activation of one node triggers related nodes.
- Schema: Framework for interpreting information.
- Script: Schema representing sequences of events in a specific context.
Retrieval
- Accessing stored information.
- Influenced by cues, context, and encoding method.
Recognition vs. Recall
- Recognition: Identifying previously encountered information.
- Recall: Retrieving information without external cues.
Self-Concept
- Beliefs about one's identity and attributes.
Western vs. Eastern Perspectives on the Self
- Western: Focus on individuality, personal achievement.
- Eastern: Emphasize interdependence, group harmony, collective well-being.
Real vs. Ideal Selves
- Real Self: How we perceive ourselves in reality.
- Ideal Self: How we would like to be.
Impression Management
- Controlling how others perceive us.
Multiple Selves
- Different self-representations based on various roles and contexts.
Reasons for Shopping
- Utilitarian Motives: Fulfilling functional needs.
- Hedonic Motives: Seeking pleasure and social interaction.
E-commerce
- Benefits: Convenience, variety, personalization.
- Limitations: Security concerns, lack of physical interaction.
Store Image
- Consumer perception of a store, shaped by factors like:
- Layout
- Atmosphere
- Staff
- Product assortment
- Pricing
Store Environments and Purchases
- Lighting, music, product placement influence purchase decisions.
- POP (Point-of-Purchase) Stimulus: Displays or promotions that grab attention.
Spontaneous Shopping
- Unplanned Purchases: Decisions made in the store.
- Impulse Buying: Unexpected and unplanned purchases.
Expectancy Disconfirmation Model
- Satisfaction: Product meets or exceeds expectations.
- Dissatisfaction: Product fails to meet expectations.
Consumer Dissatisfaction Responses
- Complaining
- Requesting refunds
- Negative word-of-mouth
Product Disposal
- How consumers dispose of products.
- Lateral Cycling: Passing products on to others.
-
Divestment Rituals: Symbolic acts for disposing of products.
- Physical Separation: Removing the item.
- Symbolic Elimination: Changing the item's significance.
- Ritual Disposition: Performing a special act to mark the disposal.
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Description
Explore the fundamental aspects of consumer behavior, including the various actors involved in the decision-making process. Understand how consumers acquire, use, and dispose of goods and services while factoring in the influences of mental, emotional, and social contexts.
