Consumer Behavior Test 2

Public Necessity (1)

(ex: blue jeans, automobiles)
weak group influence for product selection; strong group influence for brand selection.

We don't care if you own that product but if you do it must be the right brand

Private Necessity (3)

(ex: fridge, blanket)

Weak group influence for product selection; weak group influence for brand selection

people don't care if you have electric blankets in your house or what brand you have

Public Luxury (2)

(ex: Golf clubs, sailboats)

strong group influence for product selection; strong group influence for brand selection

If all of your buddies golf you must also golf and have supreme golf clubs

Private Luxury (4)

(ex: hot tub, pool table)

Strong group influence for product selection; weak group influence for brand selection

Referent Power

a consumer admires the qualities of a group and emulates their behavior as a way to identify with the group

Ex: college students speaking to college students (the crest 3d white strip commercial); a new resident desires to join the local rotary club

Legitimate Power

specific agreements are made regarding group membership and the punishment for nonconformity is understood

Ex: remember the titans the clip about the coach authority; a boss has legitimate authority over their employees.

Expert Power

groups possess knowledge that members, or aspirant members, desire to gain

dentists is an example of this in the crest pro health commercials; consumers seek out groups that have health-related information such as the american dental association

reward power

a group has the power to reward members for various behaviors

bosses have this power; sports teams give MPV honors to a team member

coercive power

a group has the power to sanction members for failing to follow expectations or rules

college football and kicking someone off the team for having illegal substances

Group

two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.

Reference Group

a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. it's a group that an individual uses as a guide for behavior in a specific situation.

Examples of Reference Groups

Ex: immediate Family: reference group influencing behavior at Thanksgiving Day dinner celebration

Consumer behavior classmates: reference group influencing behavior "after the final exam" celebration

dissociative reference group

a group we do not want to emulate. Groups with negative desirability.

Ex: teenagers don't want to dress like grandparents do or in the brand of clothes they wear

Brand Community

is a non-geographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm

Ex: Jeep has created a brand community and so has Harley-Davidson

Illustrations of the nature of brand communities

Consciousness of Kind: "there are several new classes of riders fouling the wind with the misapprehension that merely owning a harley Davidson will transform them into a biker. This is the same type of dangerous ignorance that suggests that giving a dog an artichoke turns him into a gourmet".

Rituals and traditions: every year we have a sponsored fall trip to the mountains to ride around in our jeeps

"brand Fest" means what?

gatherings of owners and other for the purposes of interacting with one another in the context of learning about and using the brand

Reference Group: Informational Influence

Occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information.

EX: A person may notice that runners on the track team use a specific brand of nutrition bar. He or she may then decide to try that brand because these healthy and active runners use it. Use by the track team members thus provides information about the brand.

Reference Group: Normative Influence

Occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction.

EX: you may purchase a brand of wine to win approval of a colleague OR you may refrain from wearing the latest fashion for fear of being teased by friends or to fit in with or be accepted by them.

reference group: Identification Influence

also called value-expressive influence, occurs when individuals have internalized the group's values and norms. The individual has accepted the group's values as his or her own.

What often happens to the consumption patterns and symbols adopted by a consumption subculture to affirm its unique identity?

They get appropriated by the larger market for a time as a style

Debra Recently visited a friend's house where she noticed a lot of beauty products belonging to a brand she has never heard of, shimmer, lying around the house. The next time she went to the store, she decided to buy shimmer products, just to try them out. What kind of a reference group influence does this scenario most likely depict?

Informational influence

Even though consumption subcultures based on activities are markets for those activities, they

also develop rituals and symbols involving other products or services

What is this an example of in terms of reference groups:

Situation: A friend mentions that Brooks Brothers has a good selection of suits
Behavioral Response: Needing a new suit, Tim visits a Brooks Brothers store

Informational Influence

What is this an example of in terms of reference groups:

Situation: Over time, Tim notices that successful executives dress conservatively
Behavioral Response: Tim believes that a conservative image is appropriate for executives ad develops a conservative wardrobe.

Identification

What is this an example of in terms of reference groups:

Situation: The best skier in the group uses Karhu skis
Behavioral Response: Tim buys a set of Karhu skis

informational

What is this an example of in terms of reference groups:

Situation: Two neighbors joke about Tim's car being dirty
Behavioral Response: Tim washes and waxes his car

normative

What is this an example of in terms of reference groups:

Situation: Many of Tim's friends regularly consumer health foods
Behavioral Response: Tim decides that health foods are good for you and begins to consume them regularly

identification

What is this an example of in terms of reference groups:

Situation: Tim notices that his friends buy premium beers, though he can't taste the difference
Behavioral Response: For parties, but not for home use, Tim buys premium beers

normative

How much of all consumer product decisions are influenced by Word of Mouth?

two-thirds

Market mavens do what

provide significant amounts of information to other across a wide array of products, including durables and nondurables services and store types

stimualation

can involve themes designed to encourage current owners to talk about (tell a friend about) the brand or prospective owners to ask current owners (ask someone who owns one) for their impressions

simulating opinion leadership involves...

having an acknowledged opinion leader- such as Phil Mickelson for gold equipment- endorse a brand

Buzz

can be defined as the exponential expansion of WOM. It happens when "word spreads like wildfire" with no or limited mass media advertising supporting it

in the context of marketing strategies, one of the key aspects of ------- is creating Buzz

guerrilla marketing

guerrilla marketing is...

marketing with a limited budget using nonconventional communications strategies. this type of marketing is about making an "intense connection with individuals and speed[ing] up the natural word-of-mouth process

Factors that spread innovation

type of group, type of decision, marketing effort, fulfillment of felt need, compatibility

Define Classical Conditioning

A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.

Define

a behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors

influencer marketing

At a fundamental level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers-individuals who have a dedicated social following and are viewed as experts within their niche

reference group influence determinants

1. The more commitment an individual feels to a group, the more the individual will conform to the group norms
2. The more relevant a particular activity is to the group's functioning, the stronger the pressure to conform to the group norms concerning that activity
3. the individuals confidence in the purchase situation

What are the three things that constitute perception?

exposure, attention, interpretation

when does exposure occur?

when a stimulus is placed within a person's relevant environment and comes within range of his or her sensory receptor nerves

What are zipping, zapping, and muting?

These are all three examples of what?

Zipping: When one fast-forwards through a commercial on a prerecorded program

zapping: involves switching channels when a commercial appears

muting: is turning the sound off during commercial breaks

Examples of: ad avoidance

infomercials are more likely to be viewed by what type of audience?

early adopters and opinion leaders

what is permission-based marketing?

the voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions. They are usually more receptive and responsive to these messages.

attention occurs when?

it occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing

What are some stimulus factors?

size, intensity, attractive visuals, color and movement, position, isolation, format, contrast and expectations, interestingness, information quality

What is maintenance rehearsal?

How do marketers use this

is the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long term memory.

Marketers simulate this by repeating the brand name or a key benefit in a prominent manner several times in an ad.

Define chuncking

chunking is organizing individual items into groups of related items that can be processed as a single unit.

chunking can greatly aid in the transfer (recall) of information from memory

where is information analyzed, categorized, and interpreted?

in the short term memory

what kind of memory are marketers most interested in?

semantic memory- which is the basic knowledge and feelings an individual has about a concept. it represents the person's understanding of an object or event at its simplest level

Example of classical conditioning

unconditioned stimulus: Dinner aromas
neutral stimulus: (6 o'clock news)
Unconditioned response: salivation

After repeated pairings:
Conditioned stimulus: 6 o'clock news---> conditioned response= salivation

define high-involvement learning

a high-involvement learning situation is one in which the consumer is motivated to process or learn the material.

Example: an individual reading PC magazine prior to purchasing a computer is probably highly motivated to learn relevant material dealing with the various computer brands

low-involvement learning

a low-involvement learning situation is one in which the consumer has little or no motivation to process or learn the material.

EX: a consumer whose tv program is interrupted by a commercial for a product he or she doesn't currently use or feel a desire for generally has little motivation to learn the material presented in the commercial

What is the primary determinant of how material is learned?

the level of involvement

Pairing your unknown brand with something that automatically elicits positive feelings or emotions, such as popular music, is a form of classical conditioning. The goal would be that, eventually, after repeated pairing the brand name and the music, the brand name alone will elicit the same positive feelings produced by the music

The process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand) is called what?

Classical Conditioning

Operant Conditioning

involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.

Marketing relation: the more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome.

Example of operant conditioning

Imagine that you are marketing a snack called Pacific Snax's Rice Popcorn. You distribute a large number of free samples through the mail and in malls. Many consumers would try the free sample (desired response). To the extent that the taste of the rice popcorn is pleasant (a positive outcome that serves as reinforcement), the probability of continued consumption is increased

While motivations make consumer behavior goal directed and purposeful, _____ further guides and directs behaviors chosen to accomplish goals in various situations

personality

In order from basic to more advance needs, Maslow's need hierarchy:

1. physiological
2. safety
3. belongingness
4. esteem
5. self-actualization

cognitive motives

these emphasize a person's need to be adaptively oriented toward the environment and to achieve a sense of meaning

affective motives

these emphasize the need to attain satisfying feeling states and to obtain personal goals

preservation oriented motives

these emphasize an individual as striving to maintain equilibrium

growth motives

these emphasize development

need for consistency

this is active and internal

need for attribution

this is active and external

need to categorize

this is passive and internal

need for objectification

this is passive and external

trait theories assume what?

1. all individuals have internal characteristics or traits related to action tendencies
2. there are consistent and measurable differences between individuals on those characteristics

what is a brand personality?

brand personality is a set of human characteristics that become associated with a brand

what are the 5 dimensions of brand personality?

1. sincerity
2. excitement
3. competence
3. sophistication
4. ruggedness

approach-approach motivational conflict

a consumer must choose between two attractive alternatives

ex: a consumer who recently received a large cash gift for graduation might be torn between a trip to Hawaii and a new mountain bike

approach-avoidance motivational conflict

a consumer facing a purchase choice both positive and negative consequences.

ex: consumers who want a tan but don't want to risk the skin damage and health risks associated with extended sun exposure face this situation. Spray tans resolve this problem by allowing consumers the aesthetic and social benefits of having a tan without the risk of skin cancer

avoidance-avoidance motivational conflict

a choice involving only undesirable outcomes

ex: when a consumer's old washing machine fails, this conflict occurs. The person may not want to spend money on a new washing machine, or pay to have the old one repaired, or go without one

the five-factor model of personality

1. extroversion- prefer to be in a large group rather than alone, talkative when with others, bold
2. instability-moody, temperamental, touchy
3. agreeableness- sympathetic, kind to others, polite with others
4. openness to experience- imaginative, appreciative of art, find novel solutions
5. conscientiousness- careful, precise, efficient