Consumer Behaviour Test 2 – Flashcards (Chapters 6–11)

These flashcards cover critical concepts related to consumer behavior, focusing on personality, attitudes, cultural values, and the influence of various factors on buying decisions.

Personality

Total thoughts, emotions, intentions, and behaviours that a person consistently exhibits.

Freud’s Psychoanalytic Theory

Personality is made of Id (pleasure seeking), Superego (morality), and Ego (balance).

Trait Approach

Focuses on measurable characteristics that influence behaviour.

Value Consciousness

The tendency to maximize benefits for what is spent.

Materialism

Viewing possessions as symbols of success and happiness.

Innovativeness

Openness to new ideas and products.

Need for Cognition

Enjoyment of thinking and solving complex tasks.

Competitiveness

The desire to outperform others.

Self-Congruency Theory

Consumers prefer brands that match their self-image.

Attitude

Enduring evaluation of an object, issue, or person that influences behaviour.

ABC Model

A model comprising Affect (feelings), Behaviour (intentions), and Cognition (beliefs).

Utilitarian Function

Attitudes formed for rewards and to avoid punishments.

Value-Expressive Function

Attitudes that express personal values and identity.

Ego-Defensive Function

Attitudes that protect self-image or justify actions.

Knowledge Function

Helps organize information and simplify decision-making.

High Involvement Hierarchy

Model: Think → Feel → Do (cognitive first).

Low Involvement Hierarchy

Model: Think → Do → Feel (behaviour before feeling).

Experiential Hierarchy

Model: Feel → Do → Think (emotion first).

Behavioural Influence Hierarchy

Environmental factors drive behaviour (e.g. store music, layout).

ATO Model

Attitude toward object = Σ(belief × importance).

Theory of Reasoned Action (TRA)

Behavioural Intent = Attitude + Subjective Norms.

Theory of Planned Behaviour (TPB)

Adds Perceived Behavioural Control to the TRA model.

Elaboration Likelihood Model (ELM)

Distinguishes between Central route (careful thinking) and Peripheral route (surface cues).

Social Judgment Theory

New information is judged against existing attitudes, leading to acceptance or rejection zones.

Culture

Shared beliefs, values, and norms defining acceptable behaviour.

Cultural Norms

Unwritten rules that guide acceptable behaviour in a culture.

Sanctions

Penalties or rewards for following or breaking norms.

Core Societal Values (Hofstede)

Framework of cultural values explaining national differences.

Individualism vs Collectivism

Independence vs group loyalty and harmony.

Masculinity vs Femininity

Competition and success vs care and relationships.

Power Distance

Acceptance of hierarchy vs preference for equality.

Uncertainty Avoidance

Preference for structure and predictability vs risk-taking.

Long-Term Orientation

Future rewards and persistence vs short-term results.

Indulgence vs Restraint

Freedom to enjoy life vs strict social control.

Enculturation

Learning one’s own culture.

Acculturation

Learning a new or foreign culture.

Microculture

Smaller cultural groups within a larger society with distinct values and customs.

Generations

Boomers, Gen X, Millennials, Gen Z – differ in values and consumption.

Divergence

Choosing subcultures to stand out (e.g., punk, vegan, gamer).

Reference Group

People who influence an individual’s attitudes or behaviours.

Types of Reference Groups

Primary, Secondary, Formal, Informal, Aspirational, Dissociative.

Social Power

Influence through Referent, Legitimate, Expert, Reward, or Coercive power.

Word-of-Mouth (WOM)

Consumer-to-consumer information sharing that influences trust.

Opinion Leaders

Influential people who spread product or brand information.

Household Roles

Roles include Initiator, Influencer, Decision-Maker, Buyer, User.

Situational Influence

Temporary factors like time, environment, or mood affecting purchase.

Time Factors

Includes time pressure and time of day, influencing decisions.

Shopping Activities

Includes Acquisitional, Epistemic, Experiential, Impulsive.

Unplanned Buying

Forgotten but necessary purchase.

Impulse Buying

Spontaneous, emotional purchase.

Compulsive Buying

Repetitive, harmful buying behaviour.

Atmospherics

Store environment (music, lighting, scent) influencing behaviour.

Antecedent Conditions

Temporary moods or conditions (tired, happy, broke) that affect buying.