MKT312 CHS 1 -4

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CH 1: BUYING, HAVING, AND BEING CH2: CONSUMER WELL BEING CH 3: PERCEPTION CH 4: MEMORY & LEARNING

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166 Terms

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What is consumer behavior?
the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
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needs and desires we satisfy range from
hunger and thirst, love. status, spiritual fulfillment
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CB is an
ongoing process
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Stages in the Consumption Process
prepurchase, purchase, postpurchase
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prepurchase
-Identify need or want
-Search possible solution
-Build consideration set
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purchase
buying the product
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post purchase behavior
The stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction
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marketers have to understand the wants and needs of
different consumer segments in order to understand their needs
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80/20
20% of users account for 80% of sales
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heavy users
most faithful customers
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ethical business is
good business!
consumers willing to pay more when you are eco friendly, and prefer companies with CSR
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big data
database marketing

specific consumers buying habits tailor peoples wants and needs
hold value for marketers
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Marketing Influences
product, price, promotion, place
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consumer brand relationships
- Role Theory
- Self-Concept Attachment
- Nostalgic Attachment
- Interdependence
- Love
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role theory
identity
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self concept
identity
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nostalgic attatchment
the product serves as a link with a past self
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interdependence
daily routine relying on everyday
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love
strong bond with a product
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when there is ethical business
consumers willing to pay more for offerings supporting social/green causes

prefer companies practicing CSR activities
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Business Ethics
rules of conduct that guide actions in the marketplace; these are the standards against which most people in a culture judge what is right and what is wrong, good or bad
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marketspace
companies decide what they want their customers to know and do
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consumerspace
consumers act as partners with companies to decide what the marketplace will offer.
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marketing ethics
do marketers make artifical demand?
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needs (of marketing)
we provide information which recommendas ways to satisfy needs
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economic of information
advertising an important resource for consumer learning

\> reducing search time.
\> recommend ways to satisfy the needs of consumers
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rights and satisfaction
consumer action
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1. voice response
speaking up
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2. private response
express to friends and boycott at store
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3. third party response
complain with the third party organizations
take legal action
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need criticism
have a chance to correct an issue
may avoid situations to get it public
meaningful for future customer experience
keep the current customers
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market regulation
The role of government in setting basic rules for market competition that businesses have to follow
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Consumerism
an idea that increasing the consumption of goods and services is always a desirable goal

\-- materialism
\-- debt levels and mental health issues
\-- culture jamming:

strategies to disrupt or subvert mainstream media cultures, including advertising.
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Corporate Social Responsibility
Marketing practices for both business and society
A positive impact on stakeholders.
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Responses to CSR
Helps company improve its image and reputation
Confront consumer skepticism

Is there a hidden intention to engage in CSR activities?
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ESG
Environmental, Social, Governance
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Transformative Consumer Research
studying social problems in the marketplace
to help people or bring about social changes


consumer well being, discrimination, and injustice, sustainable consumption, social media for social changes, etc.
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social marketing
to change individuals behavior for social good.
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concerns for children
•Ability to comprehend commercial message

--Use of "stars" of children's films and animations
--Vague phrases
: "each sold separately," "assembly required," "batteries not included," etc.
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issues on CB
Identity theft
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identity theft
occurs when someone steals your personal information and uses it without permissions

phishing
botnets ("robot network") "hackers"
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market access
limited access to the market
disabilities: physical or mental illness
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solutions
touchscreen for people with speech disorder
dating/apps websites
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Adaptive clothing
apparel products that are modified to accommodate wearers with physical disabilities
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market access
ability to find and purchase goods and services

disabled people largest minority market in the US
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media literacy
consumers ability to access, analyze, evaluate, and communicate information in various media forms
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functional illteracy
inadequate reading skills to perform everyday tasks
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sustainability
conscientious consumerism
focus on personal health + global health concern
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triple bottom line orientation business model
financial \-- profits to stakeholders
social\-- benefits to communities
environmental \-- improve natural condition.
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addicitive consumption
physiological or psychological dependency on products/services

soda, sweets, alchohol, cigarette, social media, etc.
cyberbullying
phantom vibration syndrome

compulsive consumption
\-- short gratification, guilt, waste.
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consumed consumers
people who are exploited for commerical gain
prostitutes
organ, blood, hair donors, (red market)
babies for sale
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Illegal acquisition and product use
lying \-- about age, income, experience, possessions, etc.

consumer theft & fraud
serial wardrobers \-- buy, use, and then return

couterfeit items
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moral licensing effect
effect when people initally behave in a moral way, and later they are more likely to display behavior that are immoral unethical or otherwise problematic,
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the exchange in consumer behavior
transaction in which two or more entities give and recieve something of value

ENTIRE CONSUMPTION PROCESS
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sensory marketing
marketing strategies that focus on the impact of sensations on our product experiences

can be competitive advantage especially when a brand creates a unique assosciation.
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purchaser vs product user
not the same person, gifting people purchasers are not always the user of a product.
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Buyer behavior
interaction between consumers and producers at the time of purchase
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marketing stategies for post purchase
how marketers anticipate how a consumer will disgard a product
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influences on CB
psychological, social/cultural, behaviorial
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psychological influences on CB
needs and wants
motivations
personality
values
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social/cultural influences on CB
social norms
family
demographics
reference groups
culture
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behavioral influence on CB
"brand loyalty"
brand
relationships
quantity
usage
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Consumer Segmentation
divide large market to subgroups based on

\-- whos in the market?
\-- eliminating those not in the market?
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demographic segmentation
segmenting markets by age, gender, income, ethnic background, and family life cycle
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Geographic Segmentation
serving customers in a a particular area

ZIP CODE , CITY, COUNTRY , CLIMATE, URBAN RURAL ARE
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Psychographic Segmentation
different lifestyle, beliefs, and values

personal traits, values, attitudes, interests
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Consumer Trends
consumption of experiences
\> consumer values
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sharing economy
the way consumers rent to avoid financial responsbilities.
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authenticty & personalization
"artisan" "maker movement" consumers like DIY type of products like to have the owners to make their own product.
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social shopping
online shopping;
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healthy and ethical living
wellness, physical fitness, environmental and sustainability
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Sensation
the IMMEDIATE response to our sensory receptions to basic stimuli.

5 sense \= raw data
then begin the perceptual process.
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Perception
the process by which people select, organize, and interpret sensations.
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sensory marketing: vision
visual cues, colors, advertising, store design, product color, size, styling

-93% of people look at visual appearances of products
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influenced by gender, age, and culture
brighter tones for females
white and brighter tones for older people
brighter, strong, colors for hispanic consumers
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company's trade dress
a color combo strongly associated with a brand

google, pepsi, mcdonalds, coke
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Sensory Marketing: Sound
affects people's feelings and behaviors
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sound symbolism
the process by which the way a word sounds influences our assumptions about product

tend to recognize brand names startng with a hard consonant
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moving music
causing strong feelings of sadness or sympathy
tend to increase donation behavior
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sensory marketing: touch
endowment effect
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endowment effect
emotional bias that people more highly value the owned products

touching a product makes consumers image that they own it.
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3 stages of perception
exposure, attention, interpretation
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1. exposure
stimulus comes within the range of someone's sensory receptors.
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absolute threshold
refers to the MINIMUM amount of stimulation that can be detected

the stimulation used by marketers must be sufficient to register
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differential threshold
the ability of sensory system to detect changes in or DIFFERENCES between two stimuli
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just noticeable difference
the minimum difference we can detect between two stimuli

marketer want to ensure consumers notice a change
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weber's law
the amount of change that is NECESSARY TO BE NOTICED is related to the intensity of the original stimulus.

the stronger the initial stimulus, the greater the change must be for people to notice it
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2. Attention
the extent to which processing activity is devoted to a particular stimulus

varys by characterisitcs of the stimulus and the recipient
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Personal Selection Factors
1. perceptual vigilance
2. perceptual defense
3. adaptation
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1. perceptual vigilance
consumers are more likely to be aware of stimuli that relate to their current needs
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2. perceptual defense
tend to see what we want to see - and what we dont want to see
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Adaptation
occurs when consumers no longer pay attention to a stimuli BECAUSE IT IS SO FAMILIAR

INFLUENTIAL FACTORS
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intensity
less intense/ less sensory stimuli
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discrimination
stimuli that do not require attention to detail
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exposure
when the rate of exposure increases
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relevance
irrelevant or unimportant stimuli
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3. Interpretation
the meaning consumers assign to sensory stimuli whoch is based on a schema (SET OF BELIEFS)

BIAS
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The eye of the beholder..
gestalt psychology (totality)
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Gestalt Psychology
a psychological approach that emphasizes that we often perceive the whole rather than the sum of the parts
3 principles
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1. closure
percieve an incomplete picture as complete