Podcast
Questions and Answers
What is the primary purpose of consumer research?
What is the primary purpose of consumer research?
- To collect and analyze information about consumer preferences and behaviors (correct)
- To investigate regulatory policies for marketing
- To assess the effectiveness of social marketing campaigns
- To promote products through advertisements
Which technique is designed to uncover feelings and motivations that consumers may not readily express?
Which technique is designed to uncover feelings and motivations that consumers may not readily express?
- Projective techniques (correct)
- Scaling
- Surveying
- Experimentation
What technique is used to measure qualitative responses regarding consumer preferences?
What technique is used to measure qualitative responses regarding consumer preferences?
- Scaling (correct)
- Perceptual mapping
- Sensory marketing
- Projective techniques
Which of the following refers to the minimal difference that can be detected between two stimuli?
Which of the following refers to the minimal difference that can be detected between two stimuli?
What is the purpose of perceptual mapping in marketing?
What is the purpose of perceptual mapping in marketing?
Which of the following best describes sensory marketing?
Which of the following best describes sensory marketing?
What process involves selecting, organizing, and interpreting information received by consumers?
What process involves selecting, organizing, and interpreting information received by consumers?
What describes the absolute threshold of perception?
What describes the absolute threshold of perception?
What is the main premise of selective exposure theory?
What is the main premise of selective exposure theory?
Who is primarily associated with the development of selective exposure theory?
Who is primarily associated with the development of selective exposure theory?
What main process is involved in classical conditioning?
What main process is involved in classical conditioning?
In the context of consumer behavior, what does operant conditioning focus on?
In the context of consumer behavior, what does operant conditioning focus on?
Why are personality traits significant in marketing?
Why are personality traits significant in marketing?
Which theory emphasizes unconscious needs as central to human motivation?
Which theory emphasizes unconscious needs as central to human motivation?
What does the Multi-Attribute Attitude Model measure?
What does the Multi-Attribute Attitude Model measure?
Which aspect of personality does trait theory focus on?
Which aspect of personality does trait theory focus on?
What does de-ethnicization refer to in the context of culture?
What does de-ethnicization refer to in the context of culture?
What is the primary purpose of consumption in an economic context?
What is the primary purpose of consumption in an economic context?
Which of the following best describes sacralization?
Which of the following best describes sacralization?
Which concept emphasizes that the needs and wants of consumers shape economic activities?
Which concept emphasizes that the needs and wants of consumers shape economic activities?
What characterizes profane consumption?
What characterizes profane consumption?
Counter culture is defined as which of the following?
Counter culture is defined as which of the following?
What is a negative impact often associated with consumerism?
What is a negative impact often associated with consumerism?
Which consumer behavior model focuses on impulsive purchases triggered by visual cues?
Which consumer behavior model focuses on impulsive purchases triggered by visual cues?
What role does nonverbal communication play in cultural expression?
What role does nonverbal communication play in cultural expression?
In the Engel-Kollat-Blackwell Model, which stage follows the information search?
In the Engel-Kollat-Blackwell Model, which stage follows the information search?
Which model suggests that consumers are influenced by societal group dynamics?
Which model suggests that consumers are influenced by societal group dynamics?
What is a primary driver of consumption as described?
What is a primary driver of consumption as described?
Which of the following models addresses how advertising influences consumer decisions?
Which of the following models addresses how advertising influences consumer decisions?
What is a reference group primarily used for?
What is a reference group primarily used for?
Which type of social influence is characterized by conforming to individuals believed to have accurate information?
Which type of social influence is characterized by conforming to individuals believed to have accurate information?
What does the Gini coefficient measure?
What does the Gini coefficient measure?
Social comparison theory primarily aims to enhance what aspect of an individual?
Social comparison theory primarily aims to enhance what aspect of an individual?
What does social stratification refer to?
What does social stratification refer to?
An opinion leader is best defined as someone who:
An opinion leader is best defined as someone who:
Which of the following components is NOT included in the definition of culture?
Which of the following components is NOT included in the definition of culture?
The GLOBE project focused on how cultural values affect which of the following?
The GLOBE project focused on how cultural values affect which of the following?
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Study Notes
Consumption and Production
- Consumption is the ultimate goal of production; producers' welfare serves to enhance consumer welfare.
- Consumer sovereignty emphasizes that consumer needs shape economic activities.
- Consumption transforms goods, services, or ideas into value, where the experience often exceeds the product itself.
Characteristics of Consumption
- Primarily driven by basic needs and practical desires.
- Its effects depend on the sustainability and balance of consumed goods.
- Considered a routine aspect of daily life.
Consumerism
- A movement advocating for the interests of buyers, influenced by psychological, social, and cultural factors.
- Associated with excessive consumption beyond basic needs, leading to materialism, overconsumption, and resource depletion.
Consumer Behavior
- Ongoing process that encompasses all aspects of a purchase decision, not just the transaction moment.
- Traditional models include:
- Learning Model: Consumers learn through choices driven by needs.
- Economic Model: Aims to meet needs while minimizing resource expenditure.
- Psychoanalytical Model: Decisions driven by deep-rooted conscious and unconscious motives.
- Sociological Model: Influenced by an individual's societal interactions.
Contemporary Consumer Behavior Models
- EKB Model: Five stages of consumer decision-making: need recognition, information search, evaluation, purchase, and post-purchase.
- Black Box Model: Highlights internal and external stimuli processing in purchase decisions.
- Hawkins-Stern Model: Focuses on impulsive purchases triggered by visual cues.
- Nicosia Model: Examines the impact of advertising on consumer attitudes and choices.
- Webster and Wind Model: Focuses on B2B buying behavior.
Applications of Consumer Behavior
- Utilized for marketing strategies regarding product, pricing, distribution, and promotion.
- Informs regulatory policy and social marketing efforts.
- Assists in creating informed consumer bases.
Consumer Research
- Involves collecting and analyzing data about consumer preferences, behaviors, and attitudes.
- Projective Techniques: Measure hidden feelings and motivations through interpretation.
- Surveys: Gather data by soliciting responses from a sample audience.
- Experimentation: Analyzes the impact of altering variables on consumer behavior.
- Scaling: Measures qualitative aspects like preferences and feelings.
Psychological Factors Influencing Consumer Behavior
- Perception: Involves selecting, organizing, and interpreting information through existing mental structures.
- Sensory Marketing: Engages consumers using their five senses.
- Thresholds of Perception:
- Absolute Threshold: Minimum intensity for stimulus awareness.
- Differential Threshold (j.n.d.): Smallest detectable difference between stimuli.
- Perceptual Mapping: Visual representation of consumer perceptions regarding brand attributes.
Information Processing
- Series of activities for perceiving, transforming, and storing stimuli.
- Selective Exposure: Consumers favor information reinforcing pre-existing views, based on Leon Festinger's theory.
Learning and Motivation
- Learning: Changes in memory or behavior as a result of information processing.
- Conditioning: Associations formed through specific stimuli and responses.
- Motivation: Psychological energy driving individuals towards goals.
- Attitudes: Enduring evaluations towards objects or concepts, measured using the Multi-Attribute Attitude Model.
Personal Factors Affecting Consumer Behavior
- Personality: Enduring traits, interests, and values that shape individual behavior.
- Importance of Personality: Helps in targeting, positioning, and customizing marketing messages.
Social Influences
- Groups shape norms and behaviors; reference groups influence individual actions.
- Social Influence Types:
- Informational: Change due to perceived accurate information.
- Normative: Change to align with group acceptance.
Demographics and Societal Factors
- Gini Coefficient: Measures income distribution inequality; ranges from 0 (equal) to 100 (one individual holds all income).
- Social Stratification: Categorization based on socioeconomic status.
Cultural Factors
- Culture: Encompasses knowledge, beliefs, and customs of a society.
- GLOBE Project: Research into cultural values and their impact on leadership across 60 countries.
- World Value Survey: Assesses values and beliefs globally, covering nearly 90% of the world's population.
Sacred and Profane Consumption
- Sacred Consumption: Objects/events treated with respect, may not be religious but hold special significance.
- Profane Consumption: Ordinary objects devoid of special meaning.
- De-ethnicization: Mainstream integration of products originally associated with specific cultures.
- Counter Culture: Subculture opposing mainstream norms.
Additional Concepts
- Rites of Passage: Significant cultural events marking life transitions.
- De-sacralization: Removal of sacred significance from objects absorbed into mainstream culture.
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