CONBEH Quiz Identification

CONSUMER BEHAVIOR

-          explores how we make decisions to purchase, use and dispose products and services

-          shows the motivations, influences, and processes that guide consumer choices, which give essential insights for businesses

● ACQUIRING 

- buying represents one type of acquisition behavior

● USING

- after consumers acquire of an offering, they use it, which is why usage is at the very core of consumer behavior

● DISPOSING

-  how consumers get rid of an offering they have previously acquired can have important impact for marketers

Buying

Common Acquisition method used for many offerings.

Trading

Consumers might receive goods or services as part of a trade

Renting or leasing

Consumers may rent or lease cars, furniture, vacations homes, and more

Bartering

Consumers (and businesses) exchanges goods or services without using money.

Gifting

Societies have gift-giving occasions and rules dictating how gifts are to be given; what gifts is appropriate , and how to respond to a gift.

Finding

Consumers sometimes find goods that others have lost or thrown

Stealing

Because Various offerings can be acquired through theft, marketers have developed products to discourage this acquisitions method.

Sharing

Some types of _______ are illegal and border on theft, as when consumers copy and share movies

EMOTIONS

significantly influence consumer behavior, affecting thoughts and choices

COPING

Consumers often use products to regulate their feelings and _____ with stress

THE PSYCHOLOGICAL CORE: INTERNAL CONSUMER PROCESSES

This source the "psychological core" covers motivation, ability, and opportunity; exposure, attention, perception, and comprehension; memory and knowledge; and attitudes about an offering.

MOTIVATION

inner drive that compels an individuals to take action

ABILITY

skills, knowledge, and resources a person has to perform a task

OPPORTUNITY

External factors that enable or hinder action

EXPOSURE, ATTENTION, PERCEPTION, AND COMPREHENSION

Determined to make a decision by analyzing travel ads, websites, articles, Twitter, and conversations

MEMORY AND KNOWLEDGE

Ability to store and recall information. This is crucial for marketers to create strong brand images and memorable communications

PROBLEM RECOGNITION

Realizing you need something

INFORMATION SEARCH

Looking for option to solve the need

MAKING JUDGEMENTS & DECISIONS

Makes a high-effort decision and also faces low-effort decisions. Both involve significant effort and mental and emotional investment

MAKING POSTDECISION EVALUATIONS

After someone makes a purchase or decision, they go through a final step called post-decision evaluation - This is when they look back on the decision they made and think about whether it was the right choice. Basically, they’re judging if they made a good decision or not

REFERENCE GROUPS & SOCIAL INFLUENCE

A group of people consumers compare themselves with for information regarding behavior, attitudes, or values

DIVERSITY INFLUENCES

Culture isn’t just about where you live, it’s about the various groups you’re part of, like your age, gender, religion, and even your education level

HOUSEHOLD INFLUENCES

refers to the impact that the people you live with such as family members, roommates, or close partners have on your decisions, behaviors, and lifestyle

SOCIAL CLASS INFLUENCES

refers to the effect that other people have on your attitudes, beliefs, and behaviors

VALUES

Are what you believe is important

PERSONALITY

Is how you act, think, and feel

LIFESTYLE

Is the way you live based on your values and personality

POSITIONING

Another strategic choice is deciding how an offering should be positioned in consumers' minds. The desired image should reflect what the product is and how it differs from the competition

PRIMARY DATA

Data originated from a researcher and was collected to provide information relevant to a specific research project - When marketers gather data using surveys, focus groups, experiments, and the like to support their own marketing decisions, they are collecting primary data

SECONDARY DATA

Data collected by an entity for one purpose and subsequently used by another entity for a different purpose is called secondary data - For example, after the government collects census data for tax purposes, marketers can use the results as secondary data to estimate the size of markets in their own industry

SURVEY

-One of the most familiar research tools

-a method of collecting information from a sample of consumers, usually by asking questions, to draw quantitative conclusions about a target population

-can be conducted in person, through the mail, over the phone, or by using the Web

- Some questions may be open-ended, with the consumer filling in the blanks. Other questions may ask consumers to use a rating scale or check marks

FOCUS GROUPS

provide qualitative insights into consumer attitudes as opposed to the quantitative data resulting from surveys

- Unlike a survey, which collect input from hundreds of people responding individually to the same questionnaire.

- brings together small groups of consumers to discuss an issue or an offering

INTERVIEWS

- involve direct contact with consumers

- are often more appropriate than focus groups when the topic is sensitive, embarrassing, confidential, or emotionally charged
- They provide more in depth data than surveys when the researcher wants to “pick consumer’s brains”

STORYTELLING

A research method by which consumers are asked to tell stories about product acquisition, usage, or disposition experiences. These stories help marketers gain insights into consumer needs and identify the product attributes that meet these needs

PHOTOGRAPHY AND PICTURES

A technique used by researchers in which they show pictures of experiences that consumers have had in order to help consumers remember and report experiences more completely; researchers may also ask consumers to draw or collect pictures that represent their thoughts and feelings

DIARIES

Consumers are asked to keep ______ that can provide important insights into their behavior including purchase and media usage

EXPERIMENTS

determine whether certain marketing phenomena affect consumer behavior; for example an experiment can be designed to learn whether consumers’ attitudes toward a brand are affected by its brand

FIELD EXPERIMENTS

-is a type of research method conducted in a real-world setting (outside of a controlled laboratory environment) to study how variables influence consumer behavior or other phenomena in natural conditions

CONJOINT ANALYSIS

determining the relative importance and appeal of different levels of offering’s attributes

OBSERVATION AND ETHNOGRAPHIC RESEARCH

determining the relative importance and appeal of different levels of offering’s attributes, qualitative research using observations and interviews of consumers in real-world surroundings

PURCHASE PANELS

tracking what consumers buying different purchase occasions

DATABASE MARKETING

is a systematic approach to the gathering, consolidation and processing of consumer data

NETNOGRAPHY

Observing and analyzing the online behavior and comments of consumers

NEUROSCIENCE

study of the nervous system, which includes the brain, the spinal cord, and the retina. Developments have led to the introduction of new methodologies to collect data on fundamental brain processes involved in consumer behavior

PSYCHOPHYSIOLOGICAL REACTIONS

Examples: eye and muscle movements, pupil dilation, facial muscle movements, electrical activity of brain, and heart rate