conxumer behavior

Consumer behavior

The study of the process involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires and to express their identities

identity

multilayered concept that involves our personal self and our social self

Consumption

refers to all facets of the consumer behavior process

the United Nations defines a mega city as a metropolitan area with a total population of more than

10 million people

a fundemental change, consumers communicate via social media , whereby information doesn't just flow from big companies and government; information flows across people as well, this is known as

Horizontal revolution

the online means of communication, conveyance, collaboration, and cultivation among interconnected and independent people, communities, and organizations enhanced by technological capabilities and mobility

Social media

the growing network of interconnected devices embedded in objects that speak to one another

IOT (internet of things)

These people grew up "wired" in a highly networked, always-on world where digital technology has always existed

the digital native

American teens spend this much time per day on non-school related screen time

7.7 hours

The web of media from traditional media platforms, like magazines and television, to more novel and emergent ones, like digital media, videogames, and the metaverse.

Trans media

The music, movies, sports, books, celebrities, and other forms of entertainment that the mass market produces and consumes.

Popular culture

linked to being a giver rather than a taker

meaningfulness

More likely to think in the present rather than on past or future

happiness

people with higher levels of worry, stress, and anxiety

meaningfulness

linked to being a taker than a giver

happiness

something a person must have to live or achieve a goal

need

on the micro side, we find researchers who understand the brain and its inherent processes. researchers who understand how we process information or how messages of different types change our opinions and behaviors. foundations for these perspectives come from these 5 disciplines

1. cognitive psychology 2. neuroscience 3. judgement and decision making 4. behavioral economics 5. social psychology

refers to a way of thinking about and studying a phenomenon

paradigms

rules of conduct that guide actions in the marketplace; these are the standards against which most people in culture judge what is right and what is wrong

business ethics

six factors of PESTLE

politcal Economics Social Technological Legal Environmental

movies and ads that lampoon advertising messages are an example of this

Cultural jamming

Small and relatively meaningless expressions of support for important cause, such as liking a charity on Facebook rather than making a donation or volunteering

slacktivism

a census tract where 33 precent of the population of 500 people, whichever is less, live more than a mile from a grocery store in urban area or more than 10 miles in a rural area

food desert

Limited access to a healthy diet on a daily basis

food insecurity

The estimated number of U. S. adults who are functionally illiterate

one in seven us adults

The phenomenon of the public calling out companies for missteps and recommending that consumers boycott the guilty brands

cancel culture

The glut of false information on the internet that causes confusion and unhealthy risk-taking

infodemic

the most common customer complaint, according to the federal trade commission

identity theft

the willfulness and repeated harm inflicted through the use of computers, cellphones, and other electronic devices

Cyber bullying

Name the four rights in John f. Kennedys "declaration of consumer rights"

Right to safety, right to be informed, right to redress, right to choice

industry term for inventory and cash losses from shoplifting, and employee theft

Shrinkage

people who commit fraud by, wearing an outfit once and returning it

serial wardrobers

this us regulatory agency is responsible for enforcing laws against deceptive advertising and product labelling regulations

Federal trade commission

inexpensive garments that are manufactured and replaced quickly to keep up with fast-changing trends to feed the ever-changing taste of shoppers

Fast fashion

the three stages of a linear economy

1. mass production 2. mass consumption 3. rapid disposal

BYOB as it relates to shoppers

Bring your own bag

What does the SHIFT framework do?

sums up the actions marketers need to take in order to promote prosocial behavior

Key drivers SHIFT framework

Social influence, Habits, Individual self, Feeling and cognition, Tangibility

LOHAS

Lifestyle of health and sustainability

the biochemical signals that our senses send to our brain for processing

Sensation

the process which people select, organize, and interpret sensations

Perception

5 visual elements of visual perception

Illuminance, Shape, Surface, Materiality, location

Teams that wear this color uniforms consistently rank near the top of their leagues in penalties during the season.

Black

This color can create feelings of arousal and stimulate appetite

Red

This color creates a more relaxing feeling.

Blue

the process by which the way a words sounds influences our assumptions about what it describes and attributes, such as size

sound symbolism

encouraging shoppers to touch a product encourages them to imagine they own it, researchers know that people value things more highly if they own them

endowment effect

the phenomenon that people like a product less and are less likely to buy it if another person has touched it earlier

contamination effect

3 stages of perceptions

1. exposure 2. attention 3. interpretation

3 types of sensory thresholds

1. absolutely threshold 2. differential threshold 3. just noticeable difference

The amount of change requires for the perceiver to notice a change systematically relates to the intensity of the original stimulus. The stronger the intial stimulus, the greater a change must be for us to notice it

webers law

refers to the extent to which processing activity is devoted to a particular stimulus

attention

Research has shown that the mere presence of one's phone near us results in this deficit of cognitive capacity.

phones and braindrain

This form of multitasking involves using another media screen while watching television

Multiscreening

4 four listed in book that a messages creates contrast

1. size 2. color 3.Position 4. novelty

An organized collection of beliefs and feelings represented in a cognitive category. Affects the meaning we assign to a stimulus

Schema

States that people tend to perceive an incomplete picture as complete

Closure principle

Tells us that consumers tend to group together objects that share similar physical characteristics

Similarity principle

States that one part of a stimulus will dominate,
and other parts recede into the background.

Figure-ground principle

Refers to whether products are presented as a group or independently of one another.

Join Vs. separate

the discipline studies the correspondence between signs and symbols, and their roles in how we assign meaning

semotics

The product that is the focus of the message.

object

The sensory image that represents the intended meaning of the object

sign

The meaning derived from the sign

intrepretation

A sign that resembles the product in some way (Ford Mustang has a galloping horse on the hood.)

icon

A sign that connects to a product because they share some property

index

A sign that relates to a product by either conventional or agreed-upon associations

Symbol

a fundamental component of a company's marketing efforts as it uses elements of the marketing mix to influence consumers interpretation of its meaning in the marketplace relative to its competitors

positioning strategy

small digital icons that allow the sender to express their feelings using semiotic shorthand

emoji