Consumer Behavior Exam 2

Information Processing Steps

1. Exposure

2. Attention

3. Interpretation

4. Memory

Perception is defined by

exposure, attention, and interpretation

Motivation

A ‘Drive’ state created by consumer Interests & Needs

Ability

The capacity of consumers to process information

Stimulus

any external or internal input, object, or environmental cue that triggers a sensory reaction, perception, or buying decision

Interpretation

the assignment of meaning to the received sensations

Interpretation Factors

• Stimulus Factors (traits)

• Individual Factors (expectations)

• Situational Factors (moods)

Name two or more ways and strategies that address perception

Retail Strategy (Store layout. & Point of purchase displays)

Package Design and Labeling (Attention getting colors & Product information)

Memory

if meaningful, the brain assigns to short-term use for immediate decision-making or long-term retention

The Perceptual System deals with information through

Exposure and Attention

Short-term Memory (Working Memory)

is that portion of total memory that is currently activated or in use (holds info temporarily)

Long-term Memory

Unlimited, permanent information storage (retrieves info for purchase decision)

Semantic memory

the basic knowledge and feelings an individual has about a concept (Mercedes is expensive)

Episodic memory

the memory of a sequence of events in which a person participated (learning to drive)

Flashbulb Memory

an acute memory for the circumstances surrounding a surprising or novel event

Schemas

a pattern (web) of associations around a particular concept

Low-Involvement Learning

when consumers are not highly motivated to learn or process information (buying milk)

High-Involvement Learning

When consumers are highly motivated to learn product information because it is important or carries a high perceived risk (buying a new car)

Conditioning

A learning processes where consumers associate certain stimuli with specific outcomes, influencing their future purchasing decisions

2 Types of Conditioning 

• Classical Conditioning - Unconscious or Automatic learning

• Operant Conditioning - Active Learning

Positive Reinforcement in Marketing

communicate Positive Brand Benefits (Tiffany blue = elegance) 

Negative Reinforcement in Marketing

communicate Brand Avoidance Benefits (avoid sugary foods)

3 Types Of Cognitive Learning

1. IIconic Rote Learning - The consumer learns through repetition, not conditioning.

2. Vicarious Learning/Modeling - Consumers observe the experiences of others and uses those observations to guide their own Behavior.

3. Analytical Reasoning - Using logical thinking, problem-solving, and critical analysis to evaluate information and make decisions

Memory Interference Occurs

when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way

Brand image

what people think of and feel when they hear or see a brand name

Product positioning

A defined brand image relative to competition within a market segment

Perceptual mapping

A map used to understand how customers perceive their brand and its competitors based on key attributes

Motivation

a strong, relatively uncontrolled feelings that affect behavior and is an individual’s characteristic response tendencies across similar situations 

Personality

answers ‘what’ behaviors consumers choose to engage in to achieve their goals

Emotions

are strong, relatively uncontrolled feelings that affect behavior 

Maslow Hierarchy of needs

the more basic motives must be satisfied before other motives are activated

McGuire's Theory

helps marketers isolate motives on why consumers buy

4 Categories of Psychological Theory

1. Cognitive Preservation Motives (stability)

2. Cognitive Growth Motives (expand knowledge)

3. Affective Preservation Motives (balance)

4. Affective Growth Motives (development)

Manifest Motives

Conscious, known motives known by consumers that they can articulate and will admit to

Latent Motives

Subconscious, often unknown, and unadmitted reasons for a purchase

Approach-Approach Motivational Conflict

A choice between two attractive alternatives

Approach-Avoidance Motivational Conflict

A choice with both positive and negative consequences

Avoidance-Avoidance Motivational Conflict

A choice involving only undesirable outcomes

Regulatory Focus

Describes how consumers' motivations influences their decision-making

Promotion-focused

Desire for growth & development

Prevention-focused

Desire for safety and security

Trait Theory

stable, long-term personal qualities (Traits) that make people act in predictable and consistent ways

Multitrait Approach - identifies 5 basic traits formed by our genetics and early learning

• Extroversion

• Instability

• Agreeableness

• Openness to Experience

• Conscientiousness

Single Trait Approach - Focus on a single trait for its relevance to a particular set of behaviors.

1. Consumer Ethnocentrism 

2. Need for Cognition (NFC)

3. Consumers’ Need for Uniqueness

Brand image

what people think of and feel when they hear or see a brand name.

Brand personality

the human characteristics that people associate with a brand

Emotion Dimensions

• Pleasure (pride)

• Arousal (interest)

• Dominance (guilt)

Attitude

lasting feeling or opinion about something or someone

Attitudes Have Three Components

1. Affective Processes - Feelings or emotions about an object

2. Cognitive Processes - A belief about an object

3. Behavioral Processes - routine related to an object

Multi-Attribute Attitude Model

A framework predicting consumer attitudes toward a product (spring break location example)

Attitude Change

1. Change Feelings (Affective): Use Classical Conditioning

2. Change Beliefs (Cognitive): Shift importance of the product attributes

3. Change Behaviors: shifting behavior before changing feelings or beliefs

Form and Change Attitudes

• Source Characteristics: “Who” delivers the message

• Appeal Characteristics: “How” the message is communicated

• Message Structure Characteristics: the ‘Way’ used to convey the message

Balance Theory

how a person perceives relations among different attitude objects and alter their attitudes to maintain consistency

One-sided

supportive arguments: Presents only a positive message

Two-sided

both positive and negative information

Self-concept

The beliefs and attitudes you hold about yourself

Private Actual Self-Concept

How I Actually See Myself

Social Actual Self-Concept

How Others Actually See Me

Private Ideal Self Concept

How I Would Like To See Myself

Social Ideal Self-Concept

How I Would Like Others To See Me

Extended Self theory explains

how certain products acquire special meaning to a person

The Extended Self consists of the

Self plus Possessions

Endowment (Ownership) Effect

the tendency of an owner to evaluate an object (product) more favorably than a non-owner

Brand Positioning

Position brand to reflect the target consumers' identity, values, lifestyle, etc

Lifestyle

how a person lives and how they enact his or her self-concept

The VALSTM System

Measures why people buy, what motivates their choices, and how their psychological characteristics influence their consumer behavior

Geo-Lifestyle Analysis

A market segmentation system that classifies U.S. households into 68 detailed segments, combining demographic, consumer behavior, and geographic data