Consumer Behavior exam 1
Call Kai
Learn
Practice Test
Spaced Repetition
Match
Flashcards
Knowt Play1/123
There's no tags or description
Looks like no tags are added yet.
Name | Mastery | Learn | Test | Matching | Spaced | Call with Kai |
|---|
No analytics yet
Send a link to your students to track their progress
124 Terms
we must understand psychographics, economic status, hobbies, beliefs and values, etc. background info on our consumers so we can pertain to them and their behaviors better and be effective marketers.
psychographics(values, beliefs, lifestyle), household/social class influences, consumer diversity, and social influences on consumer behavior or is it consumer culture, psychological core, process of making decisions , and the outcomes/ behaviors
we must remember consumers are not like us→ we can’t always believe the best, true, or most efficient way to go about things.
Must ask how we got here today? decision after decision.
consumers are tricky because to get inside their heads we must first must let go of much we believe to be true.
to fully understand behaviors that drive markets, we need to see beyond our own personal experiences.
anything that helps us see things from another perspective will be helpful to understand others.
→ windshield wiper being broken in class make shift example
→ seatbelt attached through the window
→ roll of duct tape cup holder
→ jiffy pop popcorn as a smoke alarm.
“In order to determine whether we can know anything with certainty, we first have to doubt everything we know”
→ we need to challenge what we think we know (ex. car driving down I-80 with a full couch in the back)
“One of the great challenges in this world is knowing enough about a subject to think you’re right, but not enough about a subject to think you’re right, but not enough about the subject to know you’re wrong.
→ not knowing is a limitation, unlearn everything you do to reprogram yourself and understand the complexity of things.
“Predicting human behavior is difficult and complicated enterprise, abounding with uncertainties, risks, and surprises…”
→ the reasonings b behind the decisions people make (emotions and comparisons)
→ consumer behavior reflects the totality of consumers decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, experiences, people, and ideas by (human) decision-making units (overtime)
decisions, acquisition, consumption, disposition, experiences, activities, services, goods, people, ideas, humans, over-time.
Consumer culture, Psychological core, making decisions, and consumer behavior outcomes and issues.
psychological , social and household class influences, consumer diversity, and social influences on behavior
Consumers respond through Affect, Behavior, and Cognition to products and services and the marketing tactics of said services
Affect→ feelings
Behavior→ actions
Cognition→ thoughts
We wrote down our initial thoughts and reactions to products and services like the laptop with two screens, spray pancakes, cryotherapy, uncooked McRib, dunkin donuts marriage drive through
Because consumers spend money on all sorts of things they want and need, even industries that you think would not have consumers spending a lot of money on. ex, video games, taxidermy, fast food, romance novels.
Market segmentation, target marketing, positioning, product development, advertising, promotion, pricing, distribution, satisfaction, loyalty, JUST ABOUT EVERYTHING
Old school marketing is the mentality “we make whatever we want, and if it sells great!, if not we discount it so that it can sell!”
New school marketing’s predicting what consumers want (figure out what the consumer wants, before the consumer even knows what they want) and making sure something sells quick/ becomes more popular.
→ focuses on unarticulated needs in comparison to old school marketing, which with new school you want to satisfy the customer by providing them with products they have no idea they needed/ wanted and eventually can’t live without.
the key to marketing success is to anticipate the unarticulated needs and wants of consumers and provide them with products and services that satisfy them (before they even know it)
the process by which we come into contact with a stimulus.
factors that have an influence on exposure include: print media, tv, streaming, online social media, brick and mortar stores.
some examples are like the types of tv shows we watch?, do we ever zip or zap?, how do we find out about new products?, which social media do we use?, Do we ever block people or messages?
attitudes or behaviors that limit our exposure to specific stimuli, by focusing on certain types of content, while avoiding others→example of a shelf with different products on it with different coloring or even billboard/ jingles in the background of something and we eventually know the ringtone overtime
exposure is imperative for successful marketing
marketing activities are limited without it.
We must understand how and where to reach consumers and look deeper at the hits and misses of marketing efforts.
ex. the Super Bowl halftime acts
When we are exposed to something repeatedly and it becomes familiar to us
exposure→familiarity→believability→acceptance
ex. brain break in class watched the grid/ square game guessing car symbols.
All consumption outcomes initially begin with exposure to an idea, product, service, or other offering
look at who we surround ourselves with and expose ourselves to.
look at what type of content we voluntarily choose to expose ourselves
What have you been feeling recently? it is most likely because of the things you have been exposed to.
The process by which an individual devotes mental activity to a stimulus.→ infinite things people can pay attention to
you can be exposed to something but not give it your full attention
Selective→pay attention to certain things and not others
divided→brings down the quality of the attention paid
Limited→ it is impossible to pay attention to every stimulus.
The switching of behavior or attention between 2 things. Focusing on 2 things at once is not possible, as well as shifting attention back and forth between two topics at once can hinder memory
it reduces it significantly as well as impacts the memory of whatever is being paid attention to at the time of diverting attention.
Visual (bad)
Manual (worse)
Cognitive (worst)
visual→ checking a navigation system or radio. Taking eyes off the road to look at something else
manual→ reaching for another item or phone in the car (physical activity)
cognitive→ takes focus away from driving like texting or calling someone. Takes processing power away from the task we are focused on (visual and manual combined)
80% of car crashes are attributed to the driver being distracted and not paying attention. Our risk of crashing is 2300% higher we are using a phone while driving. Texting while driving results in 400% more time with drivers eyes off the road. Car crashes are the #1 killer of teens in the US
When we mono task we can focus on certain aspects of our lives and become better people. we can really have more time or improve the quality in which we do things by just focusing on one thing at a time.(Rocks in the jar) By changing when or how we do things, can make a big difference in the outcomes, even when performing the exact same activities. ex. Johnson’s grandma who outlived everybody she knew, and called for longer time on a random day, and she passed away 2 days late. Live without regret.
other ex. kid with dad in the toy isle and the kid is on the dads phone, or Johnson out to eat with his wife and table of kids going to prom are just on their phones.
Doing certain activities within a certain time frame to maximize the outcome/ reap the benefits. ex. fasting/ intermittent fasting and donating to a charity/ org.
how long we devote our attention to something before moving onto the next thing. (Average consumer has an 8 second attention span, 1 second less than a goldfish)
the more we are exposed to something (precursor) eventually it will grasp our attention and picking up that stimuli and noticing it next time. Marketers are doing everything they can to gain our attention.
the fight for marketers trying to get the attention of consumers as if it is a scarce resource similar to the structure of an economy. High demand from marketers to gain consumers attention, which company is willing to pay the price? Example to think about is the graph curve with the attention to stimuli intensity curve. Attention economy thinks the higher intensity of stimuli the more attention it will grab, but that can backfire as the higher the intensity of the stimuli the less attention paid to it by consumers.
making stimuli:
personally relevant→appeal to needs, values, emotions (using a spokesperson)
pleasant→ use attractive spokespeople, use appropriate music or humor
surprising→ use novelty, unexpectedness, make consumers think
easy to process→ increase prominence, increase contrast, mimics competition
using a spokesperson like the Kardashians, or perfume ads using attractive people, Nickelback with google photos and making a funny parodies, using the hobbit characters to advertise for an Australian airline, shampoo bottles on the shelf in the bright green bottle or the chewing tobacco ad.
people attend to the most prominent attribute of stimuli they encounter. Aka the stimuli that stands out relative to its environment. Making stimuli easy to process example, the bottle on the shelf and colors standing out
Avoiding increasing the stimulus so much so that consumers can’t process it. Curve example, the higher the intensity of the stimuli, the less attention will be paid to said stimulus by consumers.
7 +- (give or take) 2 pieces of information and have it make it into long term memory.
Firms design products and or apps that are scientifically designed to be addictive to get your attention.we highlighted apps like amazon shopping and using the app to get free coupons/ gift cards.
Typically things start out free and then people get hooked. Usually there is something more beneficial for the provider in the long run.
“if we are not paying for the product, we are likely not the customer, we are the product being sold.” Firms gain our attention and study us as a subject. Constantly getting us hooked on the latest apps and free trends to then bait and switch in the long run. We are constantly being studied by becoming dependent and distracted consumers.
train animals to engage in certain behavior so we become trained to perform certain actions so we can get a hit of dopamine, like opening up an app and the happy chemicals in our brain be produced.
Skinner box→ pigeon being rewarded if hit the button correctly but punished after a while for not attempting or not performing correctly.
Modern day shaping is turning experiments like skinner’s box and making it modern with the next best thing for large companies to bank on consumers. for example going from cigarette companies, turning into food companies, turning into technology based companies to bank on where people get dopamine hits and get addicted. Modern day example is amazon shopping giving away money to use their apps and services so then eventually you always use their services. Ex. opening up instagram and seeing a like count can either be unrewarding or rewarding ( dopamine released in the brain) Big tech companies have designed apps to abuse the dopamine release efforts within our brains to get more time and attention from us to use on their apps.
Dopamine is the chemical released in our brains to make us feel god. Dopamine helps us feel happy or satisfied. Apps are designed to release dopamine within our heads and in a way abuse the chemical levels so we associate opening an app with releasing dopamine, thus making us addicted.
recognize that we are being manipulated
understand the process of what makes us get hooked on something
acknowledge there are other ways to interact with technology to give us more control
commit to using devices more mindfully
have a system to establish and keep track of weekly goals
monitor our technology use and better align ur priorities with that.
prioritize monotasking to be efficient
be more present in the moment
create down time without a screen everyday
doing nothing is still a choice!
if we can manage and discipline ourselves and our attention to things and focus our attention on more important experiences our quality of life will go up and we can progress further as humans. Attention is one of the most scarce social resources sought after today.
the process by which incoming stimuli are registered by sensory receptors.
Firms try to create stimuli that pertain to our 5 senses including examples like: smelling cookies being also sampled at Costco, if a blanket or object has a touch cutout in packaging, a catchy angle from a company/ commercial, using bright colors to Cath our eye.
→ the minimum level of stimulation needed for a stimulus to be perceived.
→ the intensity differences between 2 stimuli before individuals can perceive that they are different
→ Just Noticeable Difference
the stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as different.
k = change in intensity/ base intensity
if you change a stimulus less than 10% people won’t really notice
Anytime we want to cross the absolute threshold and gain the attention and perception of consumers it is key to consider weber’s law. we want consumers to process and store a stimulus into their memory. Kind of like packaging examples and seeing which products people go for/ grab because of the changes in stimuli that make people switch their decisions or become loyal consumers. ex. choc. chip sunbelt bakery bars and shrinkflation along with the soap and Birds Eye vegetables, change packaging and shrink the product at the same time
To make sense of stimuli we select, organize, and interpret them into meaningful and coherent pictures of the world. We perceive things based on our beliefs than as they really are. Perception is also interpretation; and perception is our reality.
As humans we try to percieve things in a meaningful way, we perceive things in a way as though it is our reality, rather than what the stimuli is/ are objectively, our perception and how we take in information is our reality.
people perceive products differently and have a hard time coming to objective conclusions. Like when products change like ingredients or formulas of editing products, some people notice others don’t it all depends on perception.
the front loop example that all the front loops actually taste the same as well as the colorful ketchup which looks absolutely disgusting even though it is still ketchup just a different color.
the knowledge and inferences that consumers have about an object, its attributes, and its benefits. Beliefs are fact oriented and cognition based. They do not carry valence.
Formed from senses: first hand experiences. You can claim something is different but not necessarily bad. ex. Diet Coke does not taste like coke or something feels weird to one person.
Comes from second-hand knowledge, what we read about or hear. ex. the 2026 World Cup will be held in North America→ what we hear but we have not directly experienced it.
we go beyond the information provided and make judgements ex. designer clothes or making inferences about someone’s status based on how they are dressed.
beliefs do not have valence but attitudes do! Valence is when something is positive or sparks positive emotions.
attitudes are what we feel and beliefs are values we hold ourselves to. When beliefs carry valence they become attitudes!
Attitudes are how we feel towards something or how we express ourselves. Attitudes are stable and enduring→ we don’t change our attitude every minute. The longer it takes to develop an attitude the more enduring it is.
stable and enduring→ also is the amount of affect towards an ad, brand, or issue. attitudes are generally stable and can be enduring if held for a long period ofttimes.
favorability, salience, strength, persistence, and resistance. we can have different variations for the different dimensions of attitudes.
is the degree to which we like or dislike something ex liking a certain show like the office.
accessibility or how aware we are of an attitude. like if some talks about something all the time they have very high salience.
confidence or how strong an attitude is held reveals itself in how confident we are talking about a product or service. ex. “I am very confident that I like the office”
capturing how long the attitude lasts or continues on over time. ex. Liking a show like the office for years.
how difficult it is to change an attitude ex. “I will like the show the office no matter what”
needs go into values, wants, etc. and needs influence our desires→ they shape the beliefs we hold which can also relate to our behaviors and attitudes which ultimately all together influences much of what we do day to day and how we go about our lives.
needs→desires→attitudes→decisions→Behaviors
we don’t give much thought to routine needs in our daily lives these are automatic responses (ex. filling up a car with gas or brushing our teeth.) when we make or create new needs we are more aware of them until they become too automatic responses/ apart of everyday life.
functional, hedonic, symbolic, cognitive, and emotional
needs that motivate us to search for offerings that solve consumption related problems. ex. filling up your car with gas.
needs that relate to how we perceive ourselves or the image we portray ex. wearing high heels makes some girls feel more high status
needs that relate to sensory pleasures ex. eating sweets or candy for valentine’s day.
needs for mental stimulation ex. reading a book or watching something at the end of the day that makes you think
needs for emotional stimulation ex. watching a really sad or scary show.
they restructured from bottom of the pyramid to the top (each layer needing its predecessor to exist) each need gets met in a fundamental order
needs that help sustain life like air, food, water
personal security (health & financial) examples include shelter or a home.
move what is beyond needed to sustain life. Can live in isolation, but can become miserable, so with social we talk about relationships, friendships, interactions with other people etc. ex. the rabbits that were sung to in a study and that was an outlier variable.
self esteem needs like how we feel about ourselves ex. Super Bowl dove commercials
when we are becoming the person we need to be (self help) in terms of when self actualization might be put on hold, is when the rest of the pyramid is at risk sort of like the pandemic.
gotta move from bottom to top, can’t skip any levels because each level of the pyramid for Maslow builds upon one another.
Marketers try to appeal to those needs outlined by making commercials covering topics that relate to each of the different layers of Maslow’s pyramid like Super Bowl commercials about food, body image, security, etc.
Needs have changed overtime, just like the technology example, some people would say we can’t live without technology now.
must pick an option but evaluate our attitudes and needs towards both options. meeting one need can conflict with others, so we must pick what we find relates to our more valued needs. Needs feed into attitudes which makes us create decisions for ourselves.
wanting to engage in a certain behavior but at the same time wanting to avoid it. ex. new years resolution to eat healthier goal, but at the same time you want to eat certain food that is deemed unhealthy
choosing between 2 equally attractive options that fulfill different needs. You want to do both things but can only pick one as they fulfill different needs ex. nasa recruiting people to go into the Mars environment they created. Lay over in Omaha and going to Mars env. and you won’t see them for years, get dinner while also you have the same option to go to a social event at a place you want to work at and these things are at the same time, so you can only pick one.
choosing between 2 equally unattractive and undesirable options. ex. family member with cancer decide between chemo therapy or radiation and both are terrible options.
an inner state of arousal that leads to goal-directed behavior.
