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Consumer Behavior 2
| Term | Definition |
|---|---|
| Personality | Unique combination of psychological characteristics or traits. |
| Nature of personality | Reflects individual differences, consistent and enduring, can change. |
| Three theories of personality | Freudian (Id, ego, superego), Neo-Freudian and Trait. |
| Perception | The process by which an individual selects, organizes, and interprets stimuli to form a meaningful and coherent picture of the world |
| Elements of Perception | Sensation, Absolute threshold, Differential threshold, subliminal perception |
| Weber’s law | The j.n.d. between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus. The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different |
| Perceptual selection | Depends on nature of the stimulus, expectations and motives |
| Selective exposure, Selective attention, Perceptual defense and Perceptual blocking | All concepts that relate to which stimuli one is exposed to and which stimuli one pays attention to. It also relates to which stimuli are blocked. |
| Perceptual organization | Relates to how consumers organize information they are exposed to (Figure and ground, grouping and closure). |
| Perceptual interpretation | Relate to how consumers interpret or make sense of the stimuli they are exposed to (Stereotypes, physical appearance, descriptive terms, first impressions, halo effect) |
| Perceptual maps | Reflect brand positions and how consumers think of brands. |
| Internal vs. external reference prices | Used as a basis for comparison to judge other prices. |
| Intrinsic and extrinsic cues | Used to judge the quality of the product. Anything that is part of the physical characteristics is part of the intrinsic cues. Everything else such as brand name or the store in which the product is sold is part of the extrinsic cues. |
| Pricing strategies | Focus on perceived value (Satisfaction based pricing, Relationship pricing, Efficiency pricing). |
| Retail store image depends on: | Brands carried, prices, level of service, store ambiance, clientele, product assortments and discounts. |
| Types of perceived risk: | Functional, physical, social, financial, psychological and time. |
| Learning | The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. |
| Elements of learning theory: | Motivation, Cues, Response, Reinforcement. |
| Behavior learning theories | Behavior has to occur for learning to take place. |
| Types of Behavior learning theories | Classical conditioning, instrumental conditioning, Repetition, stimulus generalization, stimulus discrimination, Reinforcement of behavior (Forgetting /Extinction). Using the reinforcement concept in marketing (schedules and shaping). |
| Cognitive learning theories | Focuses on need recognition, problem solving and complex mental processing of information. Learning can occur through information processing. |
| Fishbein Multi-attribute model | List the important attributes, evaluate each one on scale from -3 to +3, rate your belief that the brand of interest has this attribute on a scale of -3 to +3. Multiply each evaluation by each belief for each attribute. Add up the result for all. |
| Attitude toward the ad model | Upon exposure an ad, brand beliefs can be affected by thoughts about the ad, feelings towards the ad and information presented by the ad). Attitude toward the brand is influenced by brand beliefs and attitude toward the ad. |
| Freudian theory | Unconscious needs or drives are at the heart of human motivation |
| Neo-Freudian personality theory | Social relationships are fundamental to the formation and development of personality |
| Trait theory | Quantitative approach to personality as a set of psychological traits |
| Id | Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction |
| Superego | Individual’s internal expression of society’s moral and ethical codes of conduct |
| Ego | Individual’s conscious control that balances the demands of the id and superego |
| Compliant | Move toward others (seek compliments) |
| Aggressive | Move against others (seek recognition and admiration) |
| Detached | Move away from others (seek independence, self reliance, individualism) |
| Consumer Innovativeness | Willingness to innovate. Willingness to try and buy new products and services. |
| Dogmatism | A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs |
| Need for Uniqueness | Consumers who avoid conforming to expectations or standards of others. |
| Need for Cognition | A person’s craving for the enjoyment of thinking |
| Sensation Seeking | The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations. |
| Variety-Novelty Seeking | Measures a consumer’s degree of variety seeking Example: Exploratory Purchase Behavior (brand switching) |
| Materialistic consumption behavior | Acquire and show off possessions, self-centered |
| Fixated consumption behavior | Characteristics: passionate interest in a product category, willingness to go to great lengths to secure objects, dedication of time and money to collecting |
| Compulsive consumption behavior Compulsive consumption behavior | “Addicted” or “out-of-control” consumers |
| Ethnocentric consumers | Feel that it is wrong to purchase foreign-made products because of the impact on the economy |
| Cosmopolitan Orientation | Would consider the world to be their marketplace and would be attracted to products from other cultures and countries. |
| Actual Self Image | How consumers see themselves |
| Ideal Self Image | How consumer would like to see themselves |
| Social Self Image | How consumers feel others see them |
| Ideal Social Self Image | How consumers would like others to see them |
| Expected Self Image | How consumers expect to see themselves in the future |
| Ought to Self | Traits an individual believes are in her duty to possess |
| Sensation | Sensation is the immediate and direct response of the sensory organs (eyes, ears, nose, mouth, skin) to stimuli |
| Absolute Threshold | The lowest level at which an individual can experience a sensation (habituation/advertising wear-out). |
| Repetition | Increases the association between the conditioned and unconditioned stimulus, Slows the pace of forgetting, Advertising wearout is a problem |
| Stimulus Generalization | Having the same response to slightly different stimuli. Helps “me-too” products to succeed/ Useful in: product extensions, family branding |
| Stimulus Discrimination | Opposite of stimulus generalization. This discrimination is the basis of positioning which looks for unique ways to fill needs |
| Beliefs | Subjective judgments about the relationship between two or more things |
| Feelings | An affective state (e.g., current mood state) or reaction (e.g., emotions experienced during product consumption) |
| Attitudes | Global evaluative judgments (Likes & dislikes). A learned predisposition to behave in a consistently favorable or unfavorable manner towards an object. |
| Intentions | Subjective judgments by people about how they will behave in the future |
Created by:
jklevin3085
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