Consumer Behavior Exam 1

Perception

Consumers interpretation of reality

Characteristics of Comprehension

Color, shape, font, loudness

Perceptual process

Exposure → Attention → Intreptation

Value

Personal assessment of the net worth a consumer obtains from an acvtivity

Internal framework influences

Memory, experience, personality, lifestyle

External framework influences

Culture, groups, environment cues

Hedonic

feelings-based, enjoyment, gratification obtained from the product/service

Utilitarian

Objective, functional, solves problems

Co-creation

New ways of reaching consumers, new consumer networks, new possibilities for product design. (aka collabs)

Value =

what you get - what you give

2 levers of value

Benefits and costs

Competitive analysis

the products your target consumer might choose instead of yours

Just noticeable difference

How much stronger does one stimulus have to be relative to another so that you can tell the difference?

Instrumental/Operant Conditioning

Use outcomes of behaviors to create positive or negative associations. Associating behavior with it’s consequences.

Reinforcer

any event that increases the frequency of the preceding event

punishment

opposite to reinforcer, attempts to decrease behavior

Comprehension

The interpretation or understanding a consumer develops about some attended stimulus

Latent

Underlying reasons that may be unknown to the consumer or they are reluctant to admit to it.

manifest

Consumers will easily admit to these reasons for buying a product/service.

Motivation process

Products/services provide desired end state and reduce tension

Extrinsic motivation

Behavior is performed based on the expectation of an outside reward, such as money, status, or a prize

Intrinsic motivation

Behavior is performed based on the expectation of enjoyment, pleasure, fulfillment, or curiosity satisfaction.

Emotions

Involve psychological and physical responses to stimuli.

Fear, anger, joy, sadness

Eight basic emotions (first 4)

Disgust, trust, surprise, anticiaption

Eight basic emotions (2nd 4)

Mood

is defined as a TEMPORARY state

Emotional contagion

Emotional display by one person influences your own emotional state

Short term memory

• Limited capacity (about 5-9 chunks)

• Lasts roughly 15-30 seconds unless rehearses

Short term memory

• short slogans

• Repetition of key points

• Simple advertisements

• Easy-to-remember brand names

Short term memory

Temporary storage where information is actively processed.

Sensory memory

The first stage of memory that briefly holds information received through the senses.

Sensory memory

• Very large capacity

• Extremely short duration (less than a few seconds)

• Information disappears quickly unless attention is given

Sensory memory

• Bright packaging

• Distinctive logos

• Sounds (jingles)

• Colors and visual displays that capture attention

Long term memory

A relatively permanent storage system for information.

long term memory

• Essentially unlimited capacity

• Can last for years or a lifetime

• Stores knowledge, experiences, emotions, and brand information

long term memory

• Building brand image

• Creating emotional connections

• Encouraging long-term brand loyalty

Episodic

• Personal experiences

• Tied to specific events

Sematic

• Facts and general knowledge

• Not tied to a specific experience

Explicit

Memories we can consciously recall.

Implicit

• Habits

• Skills

• Automatic brand preferences

• Example: Automatically grabbing your usual toothpaste brand.