Consumer behavior exam two

Attitudes

Lasting general evaluation of an object, and they are stable, harmonious, and consistent

Brand attitudes

Lasting, general evaluation of a brand  

Behavioral component

the actions caused by the attitude object  

Cognitive component

The beliefs and knowledge one hold about the attitude object  

Cognitive dissonance

Discomfort when there is inconsistency between different attitude components  

Dealing with cognitive dissonance: Change action

Stop doing the action that is causing the dissonance

Dealing with cognitive dissonance: Change belief

Read enough information to convince yourself that it doesn’t matter as much

Dealing with cognitive dissonance: Reduce importance

Rework your brain to make this idea less important, if it was more important you would change your attitude

Dealing with cognitive dissonance: Justify behavior

Comparing yourself to others, and thinking you don’t do something as bad as another person

Attitude convergence

People want different attitudes to align, eventually both attitudes on different things will sway one way and be harmonious.

Attitudes are stable

Attitudes form early and remain consistent over time, it is difficult to change peoples attitudes

Attitude commitment

We might all have positive attitudes towards sports at the University of Iowa, but our level of commitment might vary

Attitude compliance

owns some Iowa clothing because you go to the university

Attitude identification

goes to only the big games, often watches them on TV

Attitude idealization

Homecoming committee, camps out for good seats, knows release days

Persuasion

The process of influencing someone or changing their attitudes

Elaboration likelihood model

model of how persuasion attempts are processed and attitudes, thoughts, opinions, etc. are formed and changed 

Persuasion knowledge model

This suggests that the individual's knowledge of the persuasion attempt influences whether they are persuaded.  

Persuasion knowledge

a person's awareness and understanding of persuasion tactics.  

Agent knowledge

a person's awareness and understanding of an agent's character and motives  

How do consumers typically react to persuasion attempts?

Get annoyed, Assess agent's motives, become skeptical of the message, and completely ignore attempt and become more rooted in your stance  

How do advertisers deal with persuasion or agent knowledge?  

Establish trust and don’t let the consumer know they’re being persuaded

Reactance theory

when people detect a particularly strong persuasion attempt, they react by resisting persuasion or doing the opposite of what is suggested, meaning that overly forceful, restrictive, or obvious persuasion attempts can backfire.  

Brand equity

The value of a brand is determined by the consumers' perception of its quality and desirability

Step one

need recognition

Need recognition

Recognize that consumers naturally have needs, but great marketers create needs

Step two

Information search

Step three

evaluation of alternatives

Step four

Product choice

How to make needs?

Make consumer feel inadequate, or like their life will be better with the item

Internal search

can be both voluntary and involuntary (you can have the information already in your head, or be told the information) through memory or experience

External search

personal network, public opinion, expert opinion, and company sources

Personal opinion

I'll watch this show because my friend likes it  

Public opinion

I’ll buy this from Amazon because it has a 4.7 customer review. 

Expert Opinion

I’ll buy a certain supplement because a fitness influencer recommends it 

Company Sources

The Apple website said this iPad model has the longest battery life

The more expensive the purchases

The more information search needs to be done

Decision rules attempt to model consumer choices

Compensatory, non-compensatory, and heuristics.

Compensatory

consumers evaluate competing offerings on a series of important attributes and choose the product with the highest “score”  

Simple compensatory additive

Add up all of the numbers and compare among alternatives

Weighted compensatory additive

Multiply the numbers by the weight per category and then add them up to have them scored comparatively among attributes

Its called compensatory because…

you are always compensating for something and having to choose something else.  

Non-compensatory decision rules

Consumers make choices based on product attribute thresholds. 

Lexicographic rule

the consumer chooses the best option that is best in the most important attribute

Elimination by aspects

the consumer sets a minimum cutoff for each attribute and eliminates options that don’t meet the cutoff, starting with the most important attribute.  

Conjunctive

consumer sets a minimum acceptable level for all attributes and chooses an option only if it meets ALL minimum requirements.  

Disjunctive

consumer sets a high standard for important attributes, but an option only needs to meet one of these criteria, if theres four attributes, only one needs to be fulfilled.

Heuristic

a mental shortcut strategy that helps consumers make quick decisions without much analysis or effort

Availability heuristic

make a decision based off what you can recall from memory. Geico comes to mind first so I will choose that

Familiarity heuristic

Buying an item, you are already familiar with or that you bought last time

Price-quality heuristic

Price is used to infer quality, if something is high in price, the item must be better quality

Social proof heuristic

Think about what people around you have and choose to buy that item.

Defaults

a pre-set option or outcome that will happen if you do nothing

Transaction utility

consumers want to feel like their money is buying them something

Buffering

The degree to which payment and consumption are separate

Coercion

The degree to which a consumer feels like they are forced to pay

Paradox of choice

When you are given less options, you enjoy something more, or when you have a lot of options, you won’t enjoy it as much because you compare it to your past choices.

Sludge

What gets in the way of something the marketer doesn’t want you to do

Self

your entire being as experiences from within

Wedding table self

You have different selves when you are with different people.  

Goffman's front stage vs backstage

You when you’re by yourself is your true self when you aren’t around anyone and there are no societal expectations.When you are on stage you put on a mask depending on which stage you are.  

Institution self

Defined by social relationships and how you fit into society.  

Impulsive self

Your roles and expectations of society mask your true self.  

Taylor’s moral core

We have one true sense of self that are our core beliefs and those beliefs guide all of the decisions and actions throughout our lives.  

Construal

the way people make sense of something or the act of construing

Outlook construal

Optimist vs. Pessimist - After failing a test, one person sees it as a temporary setback (optimist), another sees it as a person sees it as proof they’re a failure (pessimist) 

Moral construal

Universalism vs. Relativism – Belief whether right and wrong are concrete (universal) or (culture-specific) 

Self-construal

How individuals define themselves in relation to others and society.  

Interdependent self construal

primarily view oneself in terms of roles, group memberships, and relationships 

Independent self construal

primarily view oneself as a unique autonomous individual, separate from others

Components of the self

Identities, personality and values and beliefs  

Social identities

refer to the groups we belong to

Role identities

refers to the parts we play or the jobs we do  

Humans internalize identities

humans have a perception of how people are supposed to act and then they act on that behalf.

Personality

Unique psychological makeup of a person that influences the way a person behaves.

Personality is…

Stable through life, is something like being creative, funny or humble.

People from Eastern cultures are…

more interdependent.

How do brand create a personality?

Partnerships, anthropomorphism, appeals, design choice, and storytelling.

A value is a

guiding principle

A belief is

an assumption about the world, yourself, or others 

Brand signal

values and beliefs

Self-concept

how a person evaluates oneself regarding important dimensions of the self.  

People want to maintain

a positive self-concept

We are motivated to

protect high and repair low self-esteem  

Self-esteem

Positivity regarding one's self-concept  

How do people help restore their self-esteem

Improve, change self-concept and convince oneself 

There is no self without…

social relationships (even if you’re self-construal is highly independent)  

Social relationships

the connection between multiple individuals  

Dyadic groups

groups of 2 (parent-child, husband-wife, friend-friend, customer-employee)  

Non-dyadic group

group >2 (family, friend group, team member)  

Primary social group

a small, close-knit group (2+) with deep, personal and enduring relationships.  mom, dad, best friend

Secondary social group

a larger, more impersonal group formed for a specific purpose.  cashier, group mate

Reference group

a group people compare themselves to.  

In group

The group a person identifies with and feels loyalty towards  

Out group

a group seen as “other” or different from ones group

People in these groups have specialized roles.  

in dyadic groups

Joint consumption

You are not just consuming something yourself, you are buying it for both people 

Giving

These products are primarily bought by men but used by women, like flowers or rings.

Signal belonging

Wearing a sports team's merch, wearing a bracelet about a cause you support, you want to show what groups you affiliate with.

Diffusion of responsibility

There are well defined roles, each person has something that they do, if nobody has clearly defined roles, nothing will get done and roles are less clearly defined as the groups get larger