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Consumer behavior

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The study of processes involved when individuals or groups select products or services to satisfy needs.

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Pre-purchase issues

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Consumer inferences on or attitudes toward a product and deciding whether they need it.

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Purchase issues

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Consumer experience while purchasing product regarding situational factors.

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Post-purchase issues

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Will the consumer purchase the good again and will the consumer others to buy the good.

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Marketing concept

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A firm's goals can be achieved through identification and satisfaction of the customers' stated and unstated needs/wants.

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Market segment

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A group of customers who share a similar set of needs and wants. (Essence of strategic marketing)

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Geographic segmentation

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Location Region Urban/rural

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Demographic segmentation

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Age Gender Occupation Socio-economic group

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Behavioral segmentation

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Rate of usage Benefits sought Loyalty status Purchasing readiness

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Psychographic segmentation

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Personality Lifestyles Attitudes Class

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Good segmentation qualities

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Measurable Substantial Accessible Differentiable Actionable

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Customer value categories

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Economic Functional Experiential Social

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Primary data

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Date collect for specific projects; specific questions but requires lots of resources

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Secondary data

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Data already collected for alternative purpose; easy to get but less suited for specific questions

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Qualitative data

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No numbers; can direct future research but can't test results statistically.

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Quantitative data

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Numbers; can test results statistically but requires theory

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Focus group

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Form of interview with up to twelve typically diverse people who discuss a market offering and are led by a moderator. Representative of population groups

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Survey

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Method of collecting info from a sample of consumers by asking them questions.

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Open ended question

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Provides more abstract answer with in depth detail of what the consumer perceives.

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Close ended question

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Allows surveyor to restrict answers in order to acquire specific information.

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Survey considerations

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Open v close ended questions Online or in-person Question order Response biases

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Experimentation considerations

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No third variables Temporal precedence Random assignment Twenty Ps per condition Double-blind Demand characteristics Experimenter-expectancy effect

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Zipping

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Fast-forwarding through commercials

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Zapping

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flipping between channels when commercials come on

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Consumer brand involvement

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Causes more attention to market promotion from consumer with less effort by promoters.

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Sensory adaptation

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What you have previously perceived can influence what you subsequently perceive

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Responses to ad avoidence

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Product placement interactive ads pop-ups

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Vibrant colors

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Incorporate excitement in ads and should be used as attention getters

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Cool colors

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Promote calm moods and tranquility in ads and should be used for a soothing purpose

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Expectation Bias

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phenomenon of ignoring information that contradicts what we already perceive about brands

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Vigilante Marketing

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When brands use consumer created communication to promote their products Likely to increase advertisement involvement

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Perceptual process

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External stimuli affect sensory receptors to create exposure, attention, and then an interpretation

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Sensation

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Stimulation of a sense organ

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Perception

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Identification and interpretation of sensation in order to form a mental representation

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Hedonic consumption

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Multi-sensory and emotional aspects of consumer interaction with products

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Orbital frontal cortex

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Part of the brain where taste and smell sensations are perceived as a single flavor A large part of flavor is smell

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Double blind

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Both the surveyor and the participants do not know who receives the control product and who receives the experimental product in a survey

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Sensory marketing

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Process of systematically managing consumer perceptions and experiences as brand associative

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Scent marketing

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Strongly associated with memory and emotion

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Learned associations

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Consumers learn what colors mean Consumers react differently to colors based on what they have perceived in their culture

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Kensei engineering

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Translating positive hedonic consumption experience into the design of offerings

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Exposure

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When a stimulus comes within the range of someone's sensory receptors

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Subliminal perception

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Perceiving stimuli without conscious awareness

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Selective exposure

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Tendency to avoid information that contradicts pre-existing ones

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Psychophysics

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Study of how we perceive

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Absolute threshold

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Minimum amount of stimulation that can be detected (Mosquito noise)

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Differential threshold

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Ability to detect change or differences between stimuli

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Weber's law

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The amount of change required for the perceiver to notice a change is systematically related to the intensity of the original stimulus (Change requires more stimulus)

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Unconscious process

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Processes we are unaware of; not experienced by anyone but still influences behaviors and cognitions

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Attention

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When the stimulus activates receptor nerves and resulting sensations are processed by the brain

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Illusory correlation

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The perception of a relationship when none exist

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Change blindness

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When people fail to detect change to the visual details of a scene

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Unintentional blindness

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Failure to perceive objects that are not the focus of attention

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Attention influencers

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Internal & external factors

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Internal factors

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Perceptual alertness due to product or program involvement Brand familiarity Adaptation

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Factors of perceived change

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Color Intensity Attractiveness Novelty Movement Size Space

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Interpretation

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Assignment of meaning to sensations

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Perceptual relativity

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Need reference points to make interpretations

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Subjectivity

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Different interpretations of the world

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Semiotics

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Study of creating meaning

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Affective interpretation

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Emotional response triggered by a stimulus

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Cognitive interpretation

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Process whereby stimuli are placed into existing categories of meaning

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Expectation bias

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Interpretations consistent with expectations; branding

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stimulus characteristics

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Closure Proximity Continuation Similarity Figure-ground (Ambush marketing)

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Inference

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Beyond what is directly stated or presented

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Motivation

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Process that leads people to behave as they do; energizing force

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Motivational strength

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Finite amount of energy directed toward certain goals

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Approach approach

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Two desirable alternatives

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Approach avoid

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Decisions with both positive and negative consequences

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Avoid avoid

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Two undesirable alternatives

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Maslow's hierarchy needs

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Self actualization Esteem Belongingness Safety Physiological

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Physiological needs

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Food Water Warmth Sleep

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Safety needs

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Shelter, security

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Belongingness needs

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Relationships Partner Friends

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Esteem needs

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Prestige Accomplishment

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Self actualization needs

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Achieving ones full potential Rounding oneself

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Involvement

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Person's perceived relevance of the offering based on their needs, values, and interests

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Antecedents of involvement

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Needs Importance Interest Values

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Results of involvement

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Decision Influence Perceived differences Relative importance Effectiveness Arguments

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Inertia

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Decisions of habit

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Flow state

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State of complete absorption with the activity or situation at hand

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Flow state characteristics

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Time distortion Playfulness Control Challenged Concentration

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Forms of involvement

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Product involvement Mass customization Message-response involvement Vigilante marketing Interactive mobile marketing Purchase situation involvement

MKT 3352 Consumer Behavior TTU: Exam 1 – Flashcards

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