Consumer Behavior Study Notes

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Questions and Answers

What is cognitive involvement in consumer behavior?

Cognitive involvement focuses on thought and evaluation. Consumers consider specifications and features when making purchasing decisions.

According to Maslow's Hierarchy of Needs, which level addresses the need for basic survival such as food and water?

  • Self-Actualisation
  • Physiological (correct)
  • Ego
  • Safety
  • Belongingness

Which of these Maslow's Hierarchy of Needs level is best represented by buying a home security system?

  • Physiological
  • Self-Actualisation
  • Safety (correct)
  • Ego
  • Belongingness

Which of these Maslow's Hierarchy of Needs level is best represented by joining a sports team?

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

Which of these Maslow's Hierarchy of Needs level is best represented by buying a luxury watch?

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

Which of these Maslow's Hierarchy of Needs level is best represented by taking a pottery class?

<p>Self-Actualisation (E)</p> Signup and view all the answers

How do ego needs differ from belongingness needs in Maslow's Hierarchy?

<p>Ego needs focus on individual achievement and self-esteem, while belongingness needs emphasize social connections and feeling accepted by a group.</p> Signup and view all the answers

Explain avoidance-avoidance conflict in the context of an online purchase.

<p>An avoidance-avoidance conflict occurs when you have to choose between two undesirable options. For example, you might have to choose between paying a high delivery fee or waiting longer for free shipping. Online purchases often exacerbate this conflict because consumers feel pressured by time constraints and the immediacy of online shopping.</p> Signup and view all the answers

What is classical conditioning and give an example.

<p>Classical conditioning involves associating a neutral stimulus with an emotional response, leading to a conditioned response. For example, a brand might use uplifting music and images in ads to evoke positive feelings toward its product.</p> Signup and view all the answers

What is operant conditioning and give an example.

<p>Operant conditioning involves reinforcing behavior through rewards or punishments. A company might offer loyalty points for repeat purchases to encourage customers to return for more.</p> Signup and view all the answers

Explain ABC Model of Attitudes.

<p>The ABC Model of Attitudes explains how attitudes influence consumer behavior. It posits that attitudes have three components: Affective (emotions), Behavioral (actions), and Cognitive (beliefs).</p> Signup and view all the answers

What is positive reinforcement and give an example.

<p>Positive reinforcement is the process of rewarding a desired behavior to increase the likelihood of it happening again. For example, a brand might offer discounts on future purchases to loyal customers.</p> Signup and view all the answers

What is observational learning and give an example.

<p>Observational learning occurs when consumers learn by watching others. A skincare brand might partner with influencers to demonstrate product benefits and encourage consumers to follow their example.</p> Signup and view all the answers

What is cognitive learning and give an example.

<p>Cognitive learning involves consumers actively seeking information and processing it to make decisions. For example, a company might provide detailed information about its product's environmental benefits through blog posts and videos to educate potential customers.</p> Signup and view all the answers

Name the five stages of a consumer decision-making process.

<p>The five stages are 1. Problem Recognition, 2. Information Search, 3. Evaluation of Alternatives, 4. Purchase Decision, 5. Post-Purchase Behavior.</p> Signup and view all the answers

What is selective Attention?

<p>Selective attention is the tendency of consumers to focus only on information that seems important or relevant to them while ignoring other information. For example, a bold discount banner (e.g., '50% OFF TODAY!') might grab a consumer's attention in an ad.</p> Signup and view all the answers

What marketing strategies can be used to increase selective attention and retention?

<p>Marketers can utilize repetition, strong visuals, emotional appeal, and even humor to ensure their message is noticed and remembered by consumers.</p> Signup and view all the answers

Flashcards

Cognitive involvement

Focus on thought and evaluation during purchase.

Affective involvement

Purchase decisions driven by emotions.

Maslow's Hierarchy of Needs

Framework showing how needs influence behavior.

Physiological needs

Basic needs like food and water.

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Safety needs

Needs focused on security and protection.

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Belongingness needs

Social needs for connection and acceptance.

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Ego needs

Needs focused on self-esteem and achievement.

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Self-actualization

Pursuit of personal growth and fulfillment.

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Ego vs. Belongingness needs

Ego needs emphasize achievement, belongingness seeks connection.

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Avoidance-avoidance conflict

Choosing between two undesirable options.

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Classical Conditioning

Neutral stimulus paired with emotional response.

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Operant Conditioning

Reinforcing behavior through rewards or punishments.

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ABC Model of Attitudes

Explains how attitudes affect consumer decisions.

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Positive Reinforcement

Rewarding a desired behavior to encourage repetition.

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Negative Reinforcement

Removing an unpleasant factor to motivate behavior.

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Observational Learning

Learning by watching the behavior of others.

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Cognitive Learning

Actively seeking information before making decisions.

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Consumer Decision-Making Process

Five stages guiding consumer purchases.

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Problem Recognition

Identifying a need or desire.

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Information Search

Researching available options before buying.

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Evaluation of Alternatives

Comparing different options available.

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Purchase Decision

Choosing and completing a purchase.

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Post-Purchase Behavior

Evaluating satisfaction after a purchase.

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Selective Attention

Focusing on ads that matter to them.

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Selective Retention

Remembering key messages that resonate.

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Marketing Strategy

Techniques to grab attention and retain messages.

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Study Notes

Consumer Behavior Study Notes

  • Cognitive Involvement: Focuses on thoughtful evaluation, like buying a laptop based on specs. Marketers provide detailed information.

  • Affective Involvement: Driven by emotions, for example, buying perfume for sentimental reasons. Marketers use emotional appeals.

  • Maslow's Hierarchy of Needs: Influences consumer behavior.

  • Physiological: Basic needs (e.g., food, water).

  • Safety: Security needs (e.g., insurance).

  • Belongingness: Social needs (e.g., social media).

  • Ego: Self-esteem (e.g., luxury goods).

  • Self-actualisation: Personal growth (e.g., education).

  • Ego vs. Belongingness Needs:

  • Ego: Focuses on personal achievement (e.g., Rolex ads).

  • Belongingness: Emphasizes social connections (e.g., Coca-Cola campaigns).

  • Motivational Conflicts (Digital Consumer Behavior):

  • Avoidance-avoidance conflict: Choosing between undesirable options. Example: High delivery fee vs. long wait for free shipping. Online purchases exacerbate this due to time pressure.

  • Classical Conditioning: A neutral stimulus is paired with an emotional response. Example: Brand uses uplifting music to create positive feelings toward its product.

  • Operant Conditioning: Reinforces behavior through rewards/punishments. Example: Loyalty points for repeat purchases.

  • ABC Model of Attitudes: Explains how attitudes influence decisions:

  • Affective (Emotions): Consumer feeling about a product.

  • Behavioral (Actions): Consumer's actual purchase.

  • Cognitive (Beliefs): Consumer's trust in the product/brand. Example: Choosing a smartphone due to design, brand perception, and purchase.

  • Positive Reinforcement: Rewarding desirable behavior. Example: Discounts on future purchases for loyal customers.

  • Negative Reinforcement: Removing an unpleasant element to encourage behavior. Example: Waiving shipping fees for high-value orders.

  • Observational Learning: Consumers learn by watching others. Example: Brand using influencers to showcase products.

  • Cognitive Learning: Consumers actively seek information before decisions. Example: Brand educating customers on product benefits via blog posts.

  • Consumer Decision-Making Process (Five Stages):

  • Problem Recognition: Identifying a need. Example: Recognizing car unreliability.

  • Information Search: Researching options. Example: Exploring car models online.

  • Evaluation of Alternatives: Comparing choices. Example: Test driving several models.

  • Purchase Decision: Selecting and buying the product. Example: Deciding on and buying a car.

  • Post-Purchase Behavior: Evaluating satisfaction with the purchase. Example: Review and share feedback.

  • Selective Attention & Selective Retention (Consumer Perception):

  • Selective Attention: Focus on important aspects (e.g., prominent discount banners).

  • Selective Retention: Remembering messages that resonate (e.g., catchy slogans). Marketers leverage repetition, visuals and emotions for effective message delivery.

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