MK 3311 Consumer Behavior Review Midterm Fall 2024 PDF

Review Midterm Ch’s 1-6 MK 3311 Consumer Behavior Fall 2024 Schiffman, Leon and Joseph L. Wisenblit, Consumer Behavior, Pearson/Prentice Hall, Question Pages Topic Ch1: Technology-Driven Consumer Behavior...

Review Midterm Ch’s 1-6 MK 3311 Consumer Behavior Fall 2024 Schiffman, Leon and Joseph L. Wisenblit, Consumer Behavior, Pearson/Prentice Hall, Question Pages Topic Ch1: Technology-Driven Consumer Behavior consumer behavior definition Evolution of marketing -5 concepts what is consumer research Market Segmentation, Targeting, and Positioning definitions societal marketing concept Interactive and Novel Communication Customizing Products and Promotional Messages customer value, satisfaction, and retention Customer Loyalty and Satisfaction consumer behavior is interdisciplinary consumer decision-making process TB1 Ch 2: Segmentation, Targeting, and Positioning Definitions -segmentation, target, positioning Criteria for effective market segmentation, targeting Behavioral vs. cognitive factors demographic segmentation variables Social class Geodemographic segmentation Personality Trait innovatorss 1 Psychographics, Values, and Lifestyles, VALS Benefit Segmentation usage rate and occasion segmentation Behavioral Targeting Umbrella positioning positioning against competition Perceptual mapping Ch 3: Consumer Motivation and Personality Motivation, needs, goals definitions generic goal vs. product-specific goal Frustration and Defense Mechanisms Maslow’s Hierarchy of Needs Trio of Needs 3 measurements of motives nature and theories of personality Freudian Theory personality traits and consumer behavior: innovativeness. dogmatism, Consumer Ethnocentrism, Fixated Consumption, Consumer materialism Brand Personality, Fig 3.13 self and the 4 self-images 2 Ch 4: Consumer Perception Elements of Consumer Perception sensory input, stimuli, absolute threshold, sensory adaptation differential threshold - JND, Weber’s law subliminal perception selective perception, exposure, attention, perceptual defense figure and ground, grouping Stereotyping, stereotyping consumer imagery, brand image, perceived price price/quality relationship manufacturer’s image, purpose of institutional advertising Perceived Risk categories TB 4.5 Ch 5: Consumer Learning What are the4 elements of consumer learning two different theories on how people learn behavioral vs. cognitive classical conditioning - Pavlov's theory, Repetition, advertising wear-out stimulus generalization and private brands product line extensions, product form extensions, family branding, licensing instrumental conditioning reinforcement schedules observational learning 3 cognitive learning definition information processing model Fig 5-10 Consumer Involvement (High – Low) Brand Loyalty Ch 6: Consumer Attitude Formation and Change Attitude definition Attitude formation Need for cognition tricomponent attitude model –what are the components? 3 ways of changing consumers attitudes Multiattribute attitude models definition What are the names 5 Multiattribute attitude models? Changing consumers attitude - added a new attribute What are attitude-toward-behavior model, trying-to-consume model theory-of-reasoned-action model 5 ways of changing the motivational functions of attitudes Elaboration Likelihood Model - Central vs. peripheral routes to persuasion High vs low involvement and routes to persuasion What is cognitive dissonance/ post-purchase dissonance What is Attribution Theory? Internal vs. external attribution foot-in-the-door technique 4