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Consumer Behaviors

• Focus on individuals or groups when selecting, purchasing, using or discarding items, services, or ideas.

Consumer Behavior Process

• Buyer behavior reflects emphasis on interaction between consumers and producers early in product development.
• An exchange happens when two or more entities give and receive something of value.

Consumers' Impact on Marketing Strategy

• Market segmentation identifies similar consumer groups to target with tailored marketing.
• Segmentation factors include age, gender, family status, income, ethnicity, geography, and lifestyle.
• Segmenting by relationships aims to build lasting customer bonds, such as Sephora's birthday gifts.

Types of Product Relationships

• Self-concept attachment involves products that establish user identity.
• Nostalgic attachment links products to past selves.
• Interdependence makes products part of daily routines.
• Love creates emotional warmth or positive feelings for products.

Consumer Activism's Impact on Marketing

• Cause-related marketing involves companies donating to charity for each purchase.
• Green marketing presents products as less harmful to the environment, emphasizing sustainability.
• Social marketing uses marketing tactics to encourage positive behaviors and discourage negative ones, like promoting literacy or discouraging drunk driving.

Perception

• Perception is subjective, influenced by experiences, expectations, and background in culture.
• Perception involves selecting, organizing, and interpreting sensory data.
• Perception has three stages: exposure, attention, and interpretation.

Sensation vs. Perception

• Sensation is the immediate sensory receptor response (eyes, ears, nose, mouth, skin) to stimuli like light, color, texture, odor and sound.
• Perception is the process of selecting, organizing, and giving meaning to sensory input.

Sensation Types and Influence

• Sensory stimuli profoundly shape consumer behavior across sight, smell, sound, and touch.
• Sight impact through colors, designs, shapes affect perception.
• Smell evokes emotions and memories (e.g., Singapore Airlines' signature scent).
• Sound creates moods and brand associations.
• Touch enhances consumer attachment via physical interaction.

Perceptual Process

• Exposure occurs in a person's sensory range when stimulus enters.
• Absolute Threshold: Necessary stimulus intensity for detection; the moment you realize something is there.
• Weber's Law: The greater the initial stimulus, the greater the change must be to be noticed
  • K = Deltal/l
• JND (Just Noticeable Difference): The smallest detectable difference in a stimulus
  • Reducing price below JND means it is unnoticeable.
  • Reducing price above the JND means it is noticeable.
• Marketing implication: companies incrementally change product size or packaging to avoid consumer notice.
• Subliminal Perception: exposure to messages below the absolute threshold.
  • Questionable effectiveness in advertising.

Attention

• Consumers exhibit perceptual selectivity and cannot pay attention to all stimuli.
• Creating Contrast: Strategies use size, positioning, color and novelty to stand out in ads.
• Personal Selection Factors: Vigilance leads to notices of current need stimuli (e.g., discounts).
• Perceptual Defense: distorting conflicting messages (e.g., smokers ignoring anti-smoking ads).

Interpretation

• Influenced by Gestalt psychology, the whole is greater than its parts.

Gestalt Principles

• Closure: filling in missing information (e.g., brand recognition from incomplete logos).
• Similarity: grouping objects that share characteristics (e.g., similar product packaging).
• Figure-Ground: separating main message from background (e.g., headlines that are bold).
• Interpretation Bias: past experiences and cultural background shape how consumers perceive messages.

Learning and Memory

• Long-term product associations build brand loyalty by connecting to memories.
• Learning: relatively permanent change of behaviour.
• Incidental learning: acquiring knowledge unintentionally.
• Behavioural learning theories: learning occurs because of external events.
• Main approaches: instrumental and classical conditions.
• Classical conditioning: pairing a stimulus evoking a response with one that initially does not.

Classical Conditioning Components

• Unconditioned stimulus (UCS)
• Conditioned stimulus (CS)
• Conditioned response (CR) from CS.

Repetition in Advertising

• Repetition etches slogans into consumers' memories.
• Conditioning may fail if CS isn't paired with UCS.
• Extinction: effects of prior conditioning diminish.

Stimulus Generalization and Discrimination

• Stimulus generalization: stimuli are similar evoking conditioned responses.
• Halo effect: people react to similar stimuli to the original.

Stimulus discrimination

• Reactions weaken when a UCS does not follow a similar stimulus of a CS.

Marketing Applications of Repetition

• Advertising wear-out occurs when the marketer varies the basic message.
• 3 exposures: awareness, relevance, and reminder.

Marketing Applications of Conditioned Product Associations

• Pair a product with a pleasing stimulus for desirable association.
• Present CS before the UCS.
• Novel tunes are more effective.
• Music videos are emotional UCSs.

Marketing Applications of Stimulus Generalization

• Family branding uses a company's reputation to market different product lines.
• Product line extension: add related products.
• Licensing: “Rent” names.
• Look-alike packaging: similar packages.

Instrumental (Operant) Conditioning

• Actions are performed, that produce wanted results, and avoids yield negative outcomes.
• Positive reinforcement rewards performance.
• Negative reinforcement avoids negative outcomes.
• Punishment discourages responses.
• Extinction weakens responses.

Reinforcement Schedules

• In fixed-interval reinforcement, the same response brings in a reward after the time period that has passed.
• In variable-interval reinforcement, the time that must pass before you get reinforced changes by some average.
  • This is the logic behind secret shoppers; people who test the service quality; they pose as customers in unannounced times

Ratio Reinforcement

• Fixed-ratio reinforcement: only after a fixed responses
  • Motivation happens over and over.
• Variable-ratio reinforcement
  • Occurs only when reinforced after a certain responses but you don't know how is required
  • Tends to high rates. Ex: slot machines

Instrumental Conditioning Principles

• Frequency marketing is rewarding those that are regular purchasers.
• Cognitive learning theory internal mental processes is important.

Cognitive Learning

• Nonconscious procedural knowledge: processing info automatically, in existing categories.
• Vicariously learning: learning from others.
• Incidentally learning: being exposed to something.

Observational Learning

• Observing reinforcement for behaviors.
• Modeling marketer must meet 4 conditions.
  • Attention
  • Retention
  • Production
  • Motivation

Cognitive Learning Applications

• Models show product benefits and drawback.

Memory

• Memory is the process of acquiring, storing and retrieving information.
• Memory process:
  • External input
  • Encoding info from LT to ST
  • Info from ST to LT
  • Retrieval info from LT to ST or External Input
• External memory combines with internal memory for decision-making.
• Peel off stickers on grocery list remind consumers to plant.
• Brand names with physical qualities of a category, or visualizable, more memorable.
• Types of meaning: sensory/semantic meaning (symbolic associations) episodic memories: relate to events.
• Narrative conveys product information effectively and influences representation, and influences the story in our minds.

Memory system

• Sensory, short-term, and long-term memory

Sensory Memory

• Sensory: stores info from our senses for a couple seconds (e.g. smelling a donut)
  • Attentional gate transfers sensory info to ST memory
  • Echoic: Very short memory of heard things
  • Iconic Very Short memory of seen things
• STM also stores info for a limited period of time
  • Working memory: holds info being processed.
  • Store verbal acoustically and/or semantically.

Chunking and LTM

• Chunking combines small pieces into large ones.
• Discursive processing is processing info as words.
• Imagery processing is processing info in sensory form.
• Long-term memory (LTM) is a system for retaining info over time.
  • Cognitive processes for moving information from short-term memory to long-term memory is elaborative rehearsal, relating info to prior knowledge.
  • Autobiographical memory (personal experiences); semantic memory knowledge is detached from episodes.

Associative Networks and Memory

• Bits of related info.
• Have organized concepts of brand, manufacturers and etc memories.
• Links connect nodes.
• Activation makes cognitive representation for retrieval.
• Spreading: activating one activates another.
  • Trace strength is the extent to which a concept in memory is linked.
• Levels of meaning:
  • Brand-specific: claims of the brand.
  • Ad-specific: medium of ad content.
  • Brand identification is stored in terms of the brand name.
  • Category refers to where and how how it can be used.
  • Evaluations is memory stored for +ve or -ve emotions.
• Levels of knowledge:
  • Meaning concepts: in individual nodes.
  • propositions links two notes. -Schema integration of propositions

Memory Retrieval

• Memory retrieval: process of recalling information in long term memory.
  • Cognitive/physiological factors influence.
  • Older retrieve events from younger ages but not items.
  • Situational - affects memory. enhanced when first place.
  • Information is found from pioneers brand and follower brands of the market
• Spacing increases recall if repeated.

Forgetting

• Decay: Weakening node.
• Interference: learning weakens earlier learning.

Enhanced memory

• Enhanced uniqueness impaired others others are aligned they are harder to remember.
• Primacy Effect : easier to memorize the first thing you have heard.
• Receny Effect: Easier to memorize the last thing you have heard.

Recall

• Familiar and better used.
• Salience of the brand and ads.
• Viewing context of brand ads: more memorable to shows you love.
• Products as memory makers: sense of past threatened.
• Spontaneous and recall of stimuli.
• Memory is better when does not have product in control.

Motivation

• Motivation is an important factor when making decisions in daily actions for what people value.
• Satisfies a need: Utilitarian, or Hedonic
• How our brain encode info: state
• Want: State personal and cultural factors ≡ motivations
• Personal relevance: the extent to the direct bearing with someone values: cultural believes about

Motivations behind needs and wants

• Needs are things like food, shelter, water and air.
• Wants are biogenic and based on culture of status.
• Utilitarian needs emphasizes objective and tangible product features, such as calorie, protein and durability.
• Hedonic needs is subjective and experiential, (self confidence or fantasy).
• A motivational Goal is defined by positive and/or negative goals.
• Avoidance of negative reinforcements usefulness

Regulatory Focus Theory

• People aim for pleasure and away from pain.

2 types of goals

• Promotion focus: approach positive outcome (westerners).
• Prevention goal: avoid negative outcome (east asians).
• Approach/conflict when one of the must desirable alternatives Cognitive dissonance (people like order),
• The consumer must when choosing between two products, both of which possess good and bad qualities.

Conflicts

• Approach/avoid: when one of the goal is to over come problems in the
• Avoid/Avoid: stresses that one of the choosing the best

Influences of Needs

• Affiliation
• Power
• Uniqueness
• Maslow Hierarchy
• Consumer involvement is affected by interests, needs, values but object relevant.
• Depends on situation Motivation to process.
• Message to respond like a high motivation of media.

How to stay motivated

• Marketters can boost motivation the process relevant info. Appeal to hedonic,
• Novel stimuli like unusuall cimematography Prominent Stimluli loud must and quick action
• Celebrity endorser. Value customer so appreciate.
• Messages by Customers
• Is the act of motivation when buying different purchase context.

Types of involvements. Enduring is how long a person be relevant. SITUATIONAL LOW

• Cognitive with ration
• Affective with the emotions

Values and Emotions

• Affect: differences in values
• Emptions:
  • Envy
  • Embarrassment
  • Material and emotional.
  • How do you build an archetype of value and emotion based on values
• Our Selves
• Concept: is beliefs a person holds

The Self and Self-Esteen

• Self-esteem is how you see yourself in a positive way.
• Self schematic:
  • Possible ives of a self
  • Selves we need to be or afraid of.
• Ideal
• Actual
  • How person believe of what he or she should and can be.
  • To be or to be not
• Is working how to manage works
• Fantasy
• symbol is that relationships.
• We learn to share
• Looking Glass is take trading our identity

Self Concisoun and Monitoring

• Selves who can be monitor there identity and clothing
• Self monitoring are their surroundings
• The Low monitors have high behavior
• High self monitors are the changeons
• Is the some what self and that all
• We pick product based in
• We tend to pick what feels good
• Fitness people buy Nike

The self and what your are made of Extended

• Extenend posessions, relations or digital identities
• We can be the person we are
• Glasss Slipper-
• They have cards to represent themselves

1. You are what you wear
2. Are residence and finishing 3 Are towns and who
3. monuments

Agentix and gender

• Agentix is gender and what they expected
• Comunal harminios relations
• Mixing of what both like
• Read fashion magazine while pay
• Mix of what both women and men likes
• To desighn for those and what they would love and also make new markets
• Metro-fashion and caring
• Modern style, confidence, culture