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Consumer Behavior 1
| Question | Answer |
|---|---|
| Consumer Behavior | the totality of consumer's decisions with respect to the acquisition consumption and disposition of goods services activities and ideas by human decision-making units over time |
| Offering | Acquiring, Using, Disposing |
| Acquisition | Leasing, trading, buying, or borrowing |
| Disposition | how consumers get rid of an offering they previously acquired |
| Primary Data | the collection of surveys, focus groups, and experiments to support their marketing decisions |
| Secondary Data | data collected by a seperate entity for one purpose and subsequently used by another entity for a different purpose |
| Survey | a written instrument that asks consumers to respond to a predetermined set of research questions |
| Focus Groups | brings together groups of 6 to 12 consumers to discuss an issue or an offering |
| Storytelling | consumers tell researchers stories about their experiences with a product |
| market test | reveals wheather an offering is likely to sell in a given market, and which marketing mix elements most effectively enhance sales |
| Conjoint analysis | determines the relative importance and appeal of different levels of an offering's attributes. |
| Ethnographic Research | researchers observe how consumers behave in realworld surroundings |
| Data Mining | the conpany then searches for patterns in the database that offer clues to custerom needs, preferences, and behaviors |
| Exposure | the process by which the consumer comes into physical contact with a stimulus |
| Marketing Stimuli | messages and information about products or bands communicated by either the marketer or by nonmarketing sources |
| Selective Exposure | Consumers actively seek certain stimuli and avoid others. |
| Zipping | fastforwarding through recorded television shows |
| Zapping | consumers avoid ads by swithcing to other channels during commercial breaks. |
| Attention | the process by which we devote mental activity to a stimulus |
| Selectivity | deciding which items we want to focus on at any one time. |
| Preattentive Processing | most of our attentional sources are devoted to one thing, leaving very limited resources for attending to something else. |
| Prominence | stimuli that stand out relative to the environment because of their intensity |
| Concreteness | the extent to which we can imagine a stimulus. |
| Habituation | when a stimulus because familiar and loses its attention-getting ability |
| Absolute Threshhold | the minimum level of stimulus intensity needed for a stimulus to be perceived. |
| Differential Threshold | the intensity differences needed between two stimuli before peopld can perceive that the stimuli are different |
| Just Noticible Differences (JND) | The differential between the intensity between two stimuli |
| Weber's Law | the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. |
| Subliminal Perception | the perception of stimuli presented below the threshold level of awareness |
| Perceptual Organization | stimuli that are a complex combination of numerous stimple stimuli that consumers must organize into a unified whole |
| Mere Exposure Effect | The rule stating that we tend to prefer familiar objects to unfamiliar ones. |
| Wearout | Consumers become bored with the stimulus and brand attitudes can actually become negative. |
| Classical Conditioning | Pavlov rule that an unconditioned stimulus will illicit an unconditional response. Ringing of bell causes saliva. |
| Salience | something that stands out from the larger context in which is is placed because it is bright, big, complex, moving, or pominent in its environment. |
| Prototypicality | Frequently rehearsed and recirculated brands in a product category |
| Redundant Cues | Information items that seem to go together naturally |
| Retrieval Cue | a stimulus that facillitates the activation of memory |
| Personally Relevant Stimuli | Appeals to needs values and goals. Showing sources similar to the target audience. Using dramas or mini stories that enhance attention |
| Pleasent Stimuli | Use attractive models, music, or humor |
| Surprising Stimuli | Using novelty, unexpectedness, or a puzzle. |
| Easy to process stimuli | Prominence, Concreteness rather than abstract, contrasting stimuli, and amount of competing information. |
| Perceiving Through Vision | size and shape, color, color dimensions, saturation, effects of color on mood, color and liking |
| Schema | the set of associations linked to a concept |
| Consumer Behavior | reflects totality of consumers decisions with respect to acquisition, consumption, & disposition of goods, services, time, & ideas. |
| Behavioral Science | more uncertainty; makes research more critical |
| Research vs Intuition | tend to base decisions on intuition. People like to have intuitions confirmed |
| Rationale for scientific study | anticipate the unarticulated needs & wants of consumers & provide them w/it |
| Methods to study behavior | observation, focus groups, interview, panels, surveys, experiments |
| Scientific Methods | allow you to uncover relationships between two or more variables |
| Independent Variables | what impacts behavior (person variables-internal situation variables-external) |
| Correlation | related |
| Causation | direct (x leads to y always) |
| First Hand Experience | can be controlled by marketer |
| Second Hand Experience | can't be controlled (buzz marketing) |
| Irrelevant Cues | rely on irrelevant things such as spokes model |
| Halo Affect | generalized impression |
| Limited Hypothesis Testing | we don't think of all possibilities |
| Associative Networks | composed of nodes (concepts & words) & links |
| Association Principle | determines how consumers can think about unrelated concepts together |
| assimilation | shift toward reference point |
| Implicit Memory | when you divide someone attention when learning it interferes w/encoding process |
| Beliefs | knowledge & inferences that a consumer has about an object, its attributes, and benefits. Very cognitive. Measured on a non-evaluative continuum; carry extremity |
| Inferences | role of prior knowledge of how things go together |
| Attitudes | when beliefs carry valence and are evaluative. A lasting general evaluation of an object. |
| Cognitive involvement | interested in thinking about the goal and processing information |
| affective involvement | willing to expend emotional energy |
| Moods | emotions felt with less intensity |
| Mandler's Discrepancy Theory- | "unexpected events arouse me" - jake myers |
| Recipient Factors | average intelligence is easiest to yield to advertising |
| Balance Theory | triangular relationship between individual-person-stimulus |
| contrast effects | shift away from reference point |
Created by:
jmm5149
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