study of individuals, groups, or organizations and the processes they use to select, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society Show
the difference between all the benefits derived from a total product and all the costs of acquiring those benefits everything the consumer must surrender in order to receive the benefits of owning/ using the product model used to capture the general structure and process of consumer behavior how one lives, the manifestation of the individual's self concept and total image the person has of him/herself as a result of the culture they live in and individual situations/ experiences a portion of a larger market whose needs differ somewhat from the larger market is the product, price, communications, distribution, and services provided to the target market used to reflect the fact that most products in developed economies satisfy more than one need an image of the product or brand in the consumer's mind relative to competing products and brands the totality of an individual's thoughts and feelings about him/herself the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole --successful social marketing requires understanding of consumer behavior segment(s) of the larger market on which we will focus our marketing effort zipping, zapping, muting
suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less the emotional or feeling response triggered by a stimulus involves any
communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not assignment of meaning to sensations. how we comprehend and make sense of incoming information based on characteristics of the stimulus, the individual, and the situation aspects of interpretation 1. it is generally a relative process rather than an absolute (perceptual reality) -- difficult to interpret without a reference pt 2.tends to be subjective and open to a host of psychological biases --semantic (dictionary) vs. psychological meaning subjective meanings drive consumers 3.it can be a cognitive thinking process or an affective emotional process where an existing brand extends to a new category with the same name ability factor related to attention a process whereby stimuli are placed into existing categories of meaning explaining the source of arousal present in the
situation play a role in consumer interpretation independent of the actual stimulus Determinants of interpretation Inherent physiological and psychological traits which drive our needs and desires. Meanings attached to natural things like time, space, and relationships, and colors are learned and vary across cultures. individuals
interpretation of stimuli tend to be consistent with their expectations occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background Hemispheric lateralization (left-right brain) term applied to activities that take place on each side of the brain right-- images and impressions primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious
and report what is happening (rational thought) pictorial, geometric, timeless, and nonverbal information without the individual being able to verbal report it, works with images and impressions goes beyond what is directly stated or presented Information processing steps series of activities by which stimuli are perceived transformed into information, and stored when in the range of a persons stimuli assignment of meaning to the received sensations short term use for immediate decisions or long term use for meaning when consumers are confronted with so much information that they cannot or will not attend to all of it JND (just noticeable difference) the minimum amount that one brand can differ from another (or from previous version) with the difference still being noticed exposure, attention, and interpretation individuals are not passive recipients of marketing messages, rather consumers largely determine the messages they will encounter and notice as well as the meaning they will assign them relative process rather than absolute permission based marketing voluntary and self-selected nature of such online offerings where consumers "opt in" to receive e-mail based promotions ad avoidance increased by lifestyle, social calss, and demographics actively seek out for various reasons, including purchasing goals, entertainment, and information physiological ability of an individual to distinguish between similar stimuli stimulus factors and application physical characteristics of the stimulus motivation ability- brand familiarity clutter program involvement -traits (appearance) incongruity (out of place) -organization -closure (incomplete stimulus so costumers become more engaged and want to finish) -changes flipping through channels when an ad comes on fast forwarding thought ads the likelihood and ease with which information can be recalled from Long Term Memory too much, caused someone to ignore, develop a negative image of etc. attaching new information with old to understand and develop opinions ability to benefit from a brand image schematic memory of a brand, how the consumer perceives product family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products pair the unknown brand repeatedly together with some other stimulus that you know already automatically elicits positive feelings or emotions such as popular music in an ad so eventually the brand makes you feel good instrumental learning encompasses all the mental activities of humans as they work to solve problems or cope with
situations working memory where information is analyzed, categorized and interpreted in STM memory of a sequence of events in which a person participated the conscious recollection of an exposure event in conditioned learning, forgetting information because it is not repeated or reinforced high involvement learning the consumer is motivated to process or learn the material learning a concept or the association between two or more concepts in the absence of conditioning the non-conscious retrieval of previously encountered stimulu any change in the content or organization of LTM or behavior the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to LTM difficulty retrieving a specific piece of information because other related information in memory gets in the way limited capacity to store information and sensations short lived, working memory quickly decays portion of memory devoted to unlimited, permanent storage A visual, spatial display of customer perceptions that allows monitoring of product positioning relative to other products a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment a deliberate decision to significantly alter the way the market views a product frequent (close together) repetitions the opposite of reinforcement. it is any consequence that decreases the likelihood that a given response will be repeated in the future anything that increases the likelihood that a given response will be repeated in the future being associated with
other concepts and episodes to remember indicates that a consumer are relating bran information to themselves the basic knowledge and feelings an individual has about a concept
process of encouraging partial responses leading to the final desired response or differentiation the process of learning to respond differently to similar but distinct stimuli or modeling use imagery to anticipate the outcome of various courses of actions after they have observed the outcomes of others types of motivation conflict approach-approach a consumer who must choose between two attractive alternatives motivation conflict a consumer facing a purchase choice with both positive and negative consequences means-end, laddering motivation conflict a choice involving only undesirable outcomes set of motives that deals with out need to determine who or what causes the things that happen to us a set of human
characteristics that become associated with a brand reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products involves consumer thoughts and behaviors in reaction to stress inducing situation designed to reduce stress and achieve more desired positive emotions the willingness to buy a particular product or service five factor model of personality identifies five basic traits formed by genetics and early learning. prefer to be in a large group rather than alone talkative when with others bold moody, temperamental, touchy sympathetic, kind to others, polite imaginative, appreciative of art, find novel solutions careful, precise, efficient a motivational state caused by consumer perception that a product, brand, or advertisement is relevant or interesting motives are unknown to the consumer or were such that she was reluctant to admit them motives that are known and freely admitted Maslow’s Hierarchy of Needs
McGuire’s psychological motives a fairly detailed set of motives used to account for specific aspects of consumer behavior. cognitive preservation and growth, affect preservation and growth the reason for behavior a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response reflects the relatively stable behavioral tendencies that individuals display across a variety of situations Prevention focused motives revolves around a desire for safety and security and are related to consumers' sense of duties and obligations promotion focused motives revolves around a desire for growth and development and are related to consumers' hopes and aspirations are designed to provide information on latent motives suggests that consumers will react differently depending on which broad set of motives is most salient(important) Cognitive/affective/behavioral components cognitive-- consumers belief about an object (ex.kid friendly) an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment only a single attribute is the focus of the frame ones tendency to respond in a certain manner towards an object or activity segmenting costumers on the basis of their most important attribute or attributes a consumer's belief about an object directly compare the features or benefits of two or more brands ELM- peripheral vs. central route elaboration likelihood theory: a theory about how attitudes are formed and changed under varying conditions of involvement. integrates select individual, situational, and marketing factors to understand attitudes fear- threat of negative consequence humorous- appear to increase attention and liking of ad comparative- compare emotional- designed to elicit a positive affective response rather than to provide information or argument value-expressive- attempt to build a personality for the product or create an image utilitarian- informing the consumer of one or more functional benefits simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or negative or loss terms (negative framing) Multi-attribute attitude model math problem model present only the benefits of their product without mentioning any negative characteristics it might possess or any advantages a competitor might have ex. tony the
tiger trustworthiness and expertise a person generally a typical member of the target market, recounts his or her successful use of the product, service, or idea presents
both good and bad points, is counterintuitive, and most marketers are reluctant to try such an approach the self plus possessions emphasizes personal goals, characteristics, achievements, and desires interdependent self concept emphasizes family, culture, professional, and social relationships PRIZM based on the premise that lifestyle, and thus consumption is largely driven by demographic factors organizes its 66 individual segments into broader social and lifestage groups. the endowment effect, is the tendency of an owner to evaluate an object more favorably than a nonowner how i am or would like to be to myself attempts to develop quantitative measure of lifestyle provides a systematic classification of american adults into eight distinct consumer segments -ideals (beliefs) -achievement (strive for a clear social position/ approval) -self-expression (express individuality) Describe two of the different VALS types and predict the types of products they might purchase. -manipulative -blames people -never gets calls, doesnt get work done -collaborator: cooperative, flexible, visionary -communicator: supportive, encouraging,helpful -challenger: candid,outspoken, ethical,brave -contributor: technical, dependable When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make more of the decisions that affect her, such as the clothes she wears, how late she can stay out, and what school she attends. This is an example of Elizabeth's need for _____. James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they are comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive? 16. What are the two dimensions of the VALS typology of consumers? A) age and gender B) age and stage of family life cycle C) stage of family life cycle and resources D) primary motivation and resources E) primary motivation and age Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in? What are three methods consumers use to control their exposure to television ads quizlet?Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____.. Zapping.. Zipping.. Muting.. What is an example of attention reallocation?What is an example of attention reallocation? Micah keeps seeing the same car commercial and learns something new about the car each time.
Which of the following is considered an individual factors affecting attention?Consumer motivation and ability are the major individual factors affecting attention.
How do brightly colored labels tall packaging and unusual product shapes influence consumers to the benefit of marketers?How do brightly colored labels, tall packaging, and unusual product shapes influence consumers to the benefit of marketers? They attract attention and convey information about the product's size or volume.
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Perceptual defenses imply that individuals are _____ recipients of marketing messages.
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