Consumer Behavior Flashcards

Flashcards for consumer behavior exam review.

List the 4 institutions of the quartet of how we learn culture

• Family - take shoes off when entering the house

• School - Don’t talk when teacher is talking

• Church - Do not lie to others

• Media - Don’t be believe everything you see without questioning it.

Define culture in your own words.

Culture is a complex system of shared beliefs, values, norms, and practices that shape the behaviors and interactions of a group of people.

Explain what a customer journey is and what their touchpoints are and how did you become aware of these touchpoints

• Awareness, Consideration, Decision, Delight

• Strategic Flow

  • Influencers, Needs, Pain Points, Research

Explain the difference between durable and non durable goods with examples

Durable goods are products that last a long time and can be used repeatedly, such as cars and appliances. Non-durable goods are items that are consumed quickly or have a short life span, like food and toiletries.

List 2 dissonance reduction strategies 

• When consumers are angry and regretful of their purchase 

• List at least 2 reduction strategies and an example 

  • EX - Complain: go home and tell someone about how frustrated you are

  • EX - return: go back to store and return the product

What are some examples of cultural sanctions/

• Cultural sanctions are consequences imposed by society to enforce norms and values.

• Examples include social ostracism, disapproval, or legal penalties for behavior that violates cultural expectations.

Understanding Hoffstead Categories and how you can apply them

• Hofstede's categories are dimensions of culture that influence consumer behavior, including individualism vs. collectivism and uncertainty avoidance.

• They help marketers tailor strategies to align with cultural values across different nations.

Understanding shaping and/or modeling behavior 

Shaping and modeling behavior refers to the processes through which individuals learn desired behaviors through reinforcement and imitation. This involves gradually guiding behavior through rewards or observing models who demonstrate the desired actions.

What are the different generations

• Silent Generation (1928-1945)

  • Major events: Great Depression & WWII

  • Tend to be frugal and follow largely utilitarian motivations 

• Baby Boomers (1946-1964)

  • Many came of age in the 1960’s

  • Have a huge amount of spending power relative to other generations.

• Gen X (1965-1980)

  • Thought to be a group that was marked by alienation and cynicism

  • Focus strongly on the family and traditional family values 

• Millennials (1981-1995) 

  • Represent the largest cohort in the US 

  • Embrace technology and use it as a means to build community and relationships.

  • Relatively impulsive and optimistic 

• Gen Z (1995-2010)

  • Will be the most educated, diverse, and mobile group to date 

  • Be the first “global” generation, due to racial and cultural diversity, increased population mobility and migration, and comfort with mobile technologies

What is the consumer decision making process?

1. Need recognition 

2. Search for Information 

3. Evaluation of Alternatives

4. Choice 

5. Post-Choice Evaluation

What are mood states?

• Mood states refer to temporary emotional states that can influence consumer behavior and decision-making.

• They can affect how consumers perceive products, their willingness to purchase, and their overall shopping experience.

What is transference within consumer behavior ?

• Transference in consumer behavior is a psychological process where consumers transfer feelings, attitudes, or associations they have about a person, brand, or experience onto another, often unrelated, product or brand.

• For example, when Michael Phelps was seen using marijuana, some people may have unconsciously transferred their admiration for him—his success, athleticism, and fame—onto weed itself. This could make marijuana seem more acceptable or even "cool" simply because someone they admire was associated with it, even if they previously viewed it negatively.