Consumer Behavior Exam 1

What is motivation influenced by?

-Personal relevance (to self-concept, values, needs, goals, and self control)

-Perceived risk

-Moderate inconsistency with attitudes

What is ability is influenced by?

-Financial, cognitive, emotional, physical, and social cultural resources

-Education and age

What is opportunity influenced by?

-Time

-Distractions

-Complexity, amount, repetition, and control of information

Outcomes of high MAO:

1. goal relevant behavior

2. high-effort information processing & decision making

3. felt involvement

Motivation

an inner state of arousal that provides energy needed to achieve a goal

Consumer Motivation

The needs, wants, drives, and desires of an individual that lead him or her toward the purchase of products or ideas. - --

Characteristics of Consumer Motivation

-The motivations may be physiologically, psychologically, or environmentally driven

-High-effort behavior

-High-effort info processing

-High-effort decision making

-motivated reasoning

Enduring Involvement

long-term interest in an offering, activity, or decision

situational (temporary) involvement

temporary interest in an offering, activity, or decision, often caused by situational circumstances

Cognitive Involvement

Interest in thinking about and learning information pertinent to an offering, an activity, or a decision

Affective Involvement

interest in expending emotional energy and evoking deep feelings about an offering, activity, or decision

Involvement can be characterized as:

1. Enduring

2. Situational

3. Cognitive

4. Affective

Personal Relevance

something that has a direct bearing on the self and has potentially significant consequences or implications for our lives

Consistency with Self-Concept:

our mental view of who we are

Values

abstract, enduring beliefs about what is right/wrong, important, or good/bad

Needs

An internal state of tension experienced when there is a discrepancy between the current and an ideal or desired physical or psychological state

Goals

Outcomes that we would like to achieve

Inconsistency with Attitudes

When inconsistency with attitudes occurs, we try to remove or at least understand the inconsistency.

Functional Needs

-Safety

-Security

-Order

-Rest

-Food

-Control

-Autonomy

-Competence

-Health

-Energy

Symbolic Needs

-Esteem

-Achievement

-Status

-Uniqueness

-Affiliation

-Belonging

-Purpose

-Morality

-Impact

hedonic (experiential) needs

-Sensory Stimulation

-Cognitive Stimulation

-Relaxation

-Novelty

-Variety

Perceived Risk also impacts Motivation

-Performance

-Financial

-Physical

-Social

-Psychological

-Time

Ability

the extent to which consumers have the resources needed to make an outcome happen

-Financial resources

-Cognitive resources

-Emotional resources

-Physical resources

-Social and cultural resources

Financial resources

-Often managed by a financial planner

-Lack of money constraints consumers who might otherwise have the motivation to engage in monetary exchanges with marketers

-Financial literacy - An expertise about financial matters, with major implications for consumer behavior

Cognitive Resources

-Based on experience and knowledge

-Cognitive depletion can lead to inability to enjoy a product

-Cognitive Style - Individual preferences for ways information should be presented

Emotional Resources

-The consumer's' ability to experience empathy and sympathy

-Affect the actions consumers take to participate in charitable events or donate to causes

Physical Resources

-Body power can impact how, when, and where consumers make decisions

-Influences consumers' ability to use certain goods or services

Social and cultural resources

-Who consumers know

-Cultural knowledge

Consumer Ability - Resources to Act Marketing implications:

-Be sure that consumers have sufficient prior knowledge to process communications

-Be sensitive to different processing styles, education levels, and ages of each segment

-Facilitate first-time and repeat buying by providing monetary aid

-Provide education and information to help consumers process information, makes more informed decisions, and engage in consumption behaviors.

Consumer Opportunity

The final factor affecting whether motivation results in action is consumers' opportunity to engage in a behavior.

Three Key influences that may make someone not take an action or make a decision

-Lack of time

-Distraction

-The complexity, amount, repetition, and control of information (information load)

Consumer Opportunity marketing implications

-Repetition to increase the likelihood that consumers will process

-Reduce time pressure to lessen distractions

-Reduce the time needed to buy, use, and learn about a product or service

-Allow consumers more opportunities to process information and act on their decisions

-Offer information when and where consumers choose to access it (and the right amount of information)

Exposure to Marketing Stimuli throughout the consumer journey

-Selective Exposure

-Gaining Exposure

Attention

-Limited

-Selective

-Can be divided

-Subject to habituation

Perception (Sensory Memory)

-Sensory processing

-Perceptual thresholds

Comprehension (Working Memory)

- Source identification

- Comprehension

- Inferences

Exposure

-The process by which the consumer comes into contact with a stimulus

-Influenced by a position of an ad, product distribution, shelf placement

-Exposure is selective (zipping, zapping, cord cutting

Attention and Consumer Behavior

-Attention: The amount of mental activity a consumer devotes to a stimulus

-Required for perception

-Allows for more efficient learning and more informed decisions

-85% of ads fail to reach "attention threshold"

-Marketers compete with one another for consumers' attention

Four Characteristics of Attention

-Attention is limited

-Attention is selective

-Attention can be divided

-Attention is subject to habituation

Habituation

The process by which a stimulus loses its attention - getting abilities by virtue of its familiarity

Enhancing consumer attention - make it personally relevant

-Appeal to consumer needs, values, emotions, etc

-Show similar types of people in the ad

-Using narratives

-Rhetorical Questions

Perception

The process of taking in (or encoding) a stimulus using vision, hearing, taste, smell, and touch. It requires all the senses working together.

Sensory Memory

Input from one or more of the five senses stored temporarily in memory

Echoic Memory

Sensory memory of things we hear

Iconic Memory

Sensory of things we see

Olfactory Memory

Sensory memory of things we smell

Absolute Threshold

the lowest level of stimulation that a person can consciously detect a difference between something and nothing

Differential threshold/just noticeable difference (jnd)

The intensity difference needed between two stimuli before they are perceived to be different

Weber's Law

the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different

Comprehension

the process of extracting higher-order meaning from what we have perceived in the context of what we already know

objective comprehension

the extent to which consumers accurately understand the message a sender intended to communicate

Subjective comprehension

What the consumer understands from the message, regardless of whether this understanding is accurate

Miscomprehension

inaccurate understanding of a message

Inferences

Conclusions consumers draw or interpretations they form

-Price (high cost=high quality)

-Retail atmospherics/display

-Pictures (can help consumers form inferences)

-Language (comparisons, implied superiority)

-Ethical issues (careful not to mislead)

Prior Knowlege

The information that we have learned in the past and stores in memory

Knowledge content

reflects the information we have already learned and stored in memory about brands, companies, stores, people, how to shop, and so on.

Knowledge Structure

describes how knowledge is organized in memory

Schema

the set of associations linked to a concept in memory

Spreading of activation

The process by which retrieving a concept or association spreads to the retrieval of related concepts or assosiations

Priming

the increased sensitivity to certain concepts and associations due to prior experience based on implicit memory.

-Occurs when a concept is activated by a stimulus and this activation influences consumers' associations, positively or negatively, outside of conscious awareness.

Brand Image

Specific type of schema that captures what a brand stands for and how favorably it is viewed

Brand Personality

the set of associations included in a schema that reflect a brand's personification

Creating new schemas includes:

-Brand extension

-Licensing

-Brand alliance

-Protecting brand images

Cocreation

Consumers collaborating with companies to develop new products and shape brand personality

Marketing Implications of Brand Personality

-Developing existing schemas, images, and personalities: brand extensions

-Changing schemas, images, and personalities

-Protecting brand images

Taxonomic categories

how consumers classify a group of objects in memory in an orderly, often hierarchical way, based on their similarity to one another

Prototype

the best example of a cognitive (mental) category

Prototypically

the extent to which an object is representative of its category

What affects prototypicality?

-Maximum shared associations within a category; minimum across categories

-Frequency of experienced membership

-Pioneer/first-mover

Managerial Implications of developing brand identity

-Goal: Appeal to a broad segment of consumers

-Position your brand as close as possible to the category prototype

-Goal: Differentiate the brand

-Position away from the prototype

Hierarchical Structure Levels

-Superordinate

-Basic

-Subordinate

Superordinate

Objects share a few associations, still in same category

Basic

A level of organization below super ordinate - more refined categories

Subordinate

The level of organization below basic - very finely differentiated categories

Goal-derived category

things viewed as belonging in the same category because they serve the same goals

Sensory memory

-Stored in sensory format (you hear the word in your head as you hear it)

-Short-lived (1.4 of a second to a few seconds)

-If relevant, passes on to STM; if not, it is lost

-Very temporary

-Permits the storage of information we gather from our senses

short term memory (working memory)

-Short lived (can be help for 18-30 seconds;unless processed and passed onto LTM)

-Limited (we can only hold a few things in STM - 7+/-2)

-Imagery processing (processing info in sensory form (visual, auditory, tactile, taste, smell format)

-Discursive processing (processing information as words

Long term memory

-Retain information for a long period of time

-Autobiographical (episodic; knowledge about ourselves and our past experiences)

-Sematic (not tied to specific events; we know what a burger is)

What can we do to enhance memory?

-Chunking (prevents lost from STM)

-Rehearsal (influences transfer from STM to LTM)

-Recirculation (In and out of LTM and from STM)

-Elaboration (relate new information to past experiences, prior knowledge)

Retrieval

the process of remembering or accessing what was previously stored in long-term memory

Recognition

the process of identifying whether we have previously encountered a stimulus when reexposed to it

Recall

the ability to retrieve information about a stimulus from memory without being reexposed to it again

What affects retrieval?

-Salience

-Prototypicality

-Redundant cues

-The medium in which the stimulus is processed

Retrieval Cue

A stimulus that facilitates the activation and retrieval of information in long term memory

Retrieval cue characteristics

-Can be generated internally or provided externally

-Effective cues may differ from culture to culture

-May include sounds, visuals, brand names, scents, etc.

-Can also be affected by what the stimulus is linked to in memory

attitude

An overall evaluation that express how much we like or dislike an object issue, person, or action. Attitudes are learned and they persist

What do attitudes influence:

-Our cognitive function (guide our thoughts)

-Affective function (influence our feelings)

-Conative function (affect our behavior)

Dimensions of attitudes

-Favorability (The degree to which we like something)

-Accessibility (easily remembered)

-Confidence (how strongly the attitude is held)

-Persistence (how long the attitude lasts)

-Resistance (how difficult the attitude is to change)

Cognitive Foundations of Attitudes

- Direct or imagined experience

- Reasoning by analogy or category

- Values-driven attitudes

- Social identity-based attitude

generation

- Analytic processes of attitude construction

-Influenced by source factors and message factors

Affective Foundations of Attitudes

- emotional processing

- attitude toward the ad

- Influenced by source factors and message factors

Direct or imagined experience

Elaborating on actual experience with a product or service (or even imagining what that experience could be like) can help consumers form positive or negative attitudes.

Reasoning by Analogy or Category

consumers form attitudes by considering how similar a product is to other products or to a particular product category

Values-Driven Attitudes

attitudes are generated or shaped based on individual values and authencity

Social Identity-Based Attitude Generation

Consumers' own social identities can play a role in forming their attitudes.

Analytical Processes of Attitude Formation Theory

Consumers sometimes use a more analytical process of attitude formation in which, after being exposed to marketing stimuli or other information, they form attitudes based on their cognitive responses.

expectancy-value model

a widely used model that explains how attitudes form and change

Theory of Reasoned Action (TORA)

An expectancy-value model that proposes how beliefs influence attitudes and norms, which in turn affect behavior

Counterargument (CA)

thought that disagrees with the message

Support argument (SA)

thought that agrees with the message

source derogations (SD)

thought that discounts or attacks the source of the message