Consumer Behavior Exam 2

Verbal information- Left brain

Non Verbal Informaiton- Right brain


Chucking- grouping information to memorize it like a phone number 


Types of groups

  • Membership: individual currently belongs to a peer group or membership

  • Strength of social tie

  • Type of contact- offline or online

  • Attraction 

Dissocative group: avoids 


Reference groups:

  • Informational influence

  • Normative influence (aka utilitarian influence)- group expectations to receive reward or avoid punishment 

  • Identification influence (aka value expressive influence) - consumers use product to construct and express identity 


Internal Factors: 

Perception- how you see the information


Exposure-> attention -> interpretation -> memory (short term and long term) -> purchase decisions 


Attention: stimulus factors (physical), Individual (distiguished as individual), Situational (what you pay attention to)


Exposure- selective and voluntary 



Memory:

Long Term

Semantic memory: basic knowledge and feeling 

Episodic memory: a sequence of events in which a person experiences



Associative network - schema 

Nodes- concepts found in an associative network

Paths: representation of the association between nodes 


LTM 

Scripts: special type of schema, memory of how an action sequence occurs (routine)

Retrieval: likelihood and ease with which information can be passed and recalled 



Classical conditioning

Unconditional stimulus: automatically produces response 

Conditioned stimulus: bell ringing

Conditioned response: salivating 


Operant conditioning- reinforcement a positive responseward  with a re, ie a punch card for a restaurant 


Consumers involvement- Central route High involvement and peripheral route low involvement 


The nature of motivation

Needs:

Psychological needs- innate or primary

Physiological needs secondary 


Two prominent sets of motives under regulatory focus theory are termed:

Prevention focus motivation- state of equilibrium homeostasis

Promotion focus motivation- self improvement 


Maslow's hierarchy of needs

Self actualization (best you can be)

Esteem (respect/recognition)

Social relationships (love/relationships)

Safety (feel free from threats)

Physiological


Brand personality

  • Sincerity, excitement, 


Elaboration likelihood model- exposure to marketing message 

How consumers process information when they have different involvement, hig knowledge/high involvement then I will pay attention to more in-depth information versus low involvement i will pay attention to for surface level info



Changing the Cognitive component- belief

Changing the Affective component- emotion

Changing the Behavioral component - if you want to or do not want to purchase 


Self concept: how you see yourself

Actual self

Ideal self who you want to be 

Extended self- 


The relationship between self concept and brand influence 


lifestyle - how you execute your self concept

Factors that influence this- culture attitudes values activities demographics media patterns and usage rates


Eight categories on their lifestyles- based on resource and primary information


Claritas- Urban, Suburban, Second city, Town and rural 


Key Terms: 

Reference Group

• Word of Mouth

• The information processing flowchart

• Exposure

• Attention

• Perception

• Interpretation

• Brand equity

• Classical Conditioning

• Operant Conditioning


Episodic memory- 

Semantic memory- basic knowledge or feeling an individual has about a concept 


• Script

• Associative network (schema)

• Motivation

• Maslow’s hierarchy of

needs

• Manifest motive

• Latent motive

• Emotion

• Personality


• Regulatory focus theory

Attitude

• The three components of attitude

• Elaboration likelihood model (ELM)

• The ways to change attitudes

• Source credibility

• Self-concept (actual self, ideal self, etc)

• Lifestyle

• Psychographics

• VALS framework

 


Hedonic product- emotional


robot