Consumer Behavior Study Notes

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

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

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

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

<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

<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

<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

<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

<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

<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

<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

<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

<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

<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

<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

Focus on thought and evaluation during purchase.

Purchase decisions driven by emotions.

Framework showing how needs influence behavior.

Basic needs like food and water.

Needs focused on security and protection.

Social needs for connection and acceptance.

Needs focused on self-esteem and achievement.

Pursuit of personal growth and fulfillment.

Ego needs emphasize achievement, belongingness seeks connection.

Choosing between two undesirable options.

Neutral stimulus paired with emotional response.

Reinforcing behavior through rewards or punishments.

Explains how attitudes affect consumer decisions.

Rewarding a desired behavior to encourage repetition.

Removing an unpleasant factor to motivate behavior.

Learning by watching the behavior of others.

Actively seeking information before making decisions.

Five stages guiding consumer purchases.

Identifying a need or desire.

Researching available options before buying.

Comparing different options available.

Choosing and completing a purchase.

Evaluating satisfaction after a purchase.

Focusing on ads that matter to them.

Remembering key messages that resonate.

Techniques to grab attention and retain messages.