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consumption

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process by which goods, services, or ideas are used and transformed into value

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consumption process

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need want exchange costs and benefits reaction value

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consumer behavior as a field of study

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study of consumers as they go about the consumption process; the science of studying how consumers seek value in an effort to address real needs

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relationship marketing

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activites based on the belief that the firms performance is enhanced through repeated business

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interpretive research

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approach the seeks to explain the inner meanings and motivations associated with specific consumption experiences

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quantitative research

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approach that addresses questions about consumer behavior using numerical measurement and analysis tools

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internal influences

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things that go on inside of the mind and heart of the consumer

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external influences

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social and cultural aspects of life as a consumer

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utilitarian value

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value derived from a product that helps the consumer with some task

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hedonic value

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value derived from the immediate gratification that comes from some activity

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marketing strategy

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way a company goes about creating value for customers

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total value concept

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business practice wherein companies operate with the understanding that products provide value in multiple ways

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market segmentation

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separation of a market into groups based on the different demand curves associated with each group

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elasticity

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reflects how sensitive a consumer is to change in some product characteristics

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product positioning

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way a product is perceived by a consumer

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perceptual map

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tool used to depict graphically the positioning of competing products

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ideal points

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combination of product characteristics that provide the most value to an individual consumer or market segment

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customer lifetime value

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approximate worth of a customer to a company in economic terms; overall profitability of an individual consumer

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exposure

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process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of the five human senses

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attention

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purposeful allocation of information-processing capacity toward developing an understanding of some stimulus

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assimilation

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state that results when a stimulus has characteristics such that consumers steadily recognize it as belonging to some specific category

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accommodation

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state that results when a stimulus shares some but not all of the characteristics that would lead it to fit neatly in an existing category and consumers must process exceptions to rules about the category

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contrast

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state that results when a stimulus does not share enough in common with existing categories to allow categorization

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mere exposure effect

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effect that leads consumer to prefer a stimulus to which they've previously been exposed

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product placement

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products that have been placed conspicuously in movies or television shows

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behaviorists approach to learning

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theory of learning that focuses on changes in behavior due to association without great concern for the cognitive mechanics of the learning process

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information process (or cognitive) perspective learning

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perspective that focuses on the cognitive processes associated with comprehension and how these precipitate behavioral changes

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classical conditioning

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change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes some reaction; a type of unintentional learning

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instrumental conditioning

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type of learning in which a behavioral response can be conditioned through reinforcement - either punishment or rewards associated with good or bad behavior

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message congruity

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extent to which a message in internally consistent and fits surrounding information

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figure

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object that is intended to capture a persons attention

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ground

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background in a message

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figure ground distinction

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notion that each message can be separated into the focal point and the background

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adaptation level

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level of a stimulus to which a consumer has become accustomed

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information intensity

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amount if information available for a consumer to process within a given environment

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framing

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is a phenomenon in which the meaning of something is influenced by the information environment

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priming

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cognitive process in which context or environment activates concepts and frames thoughts and therefore affects not value and meaning

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multiple store theory of memory

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theory that explains memory as utilizing three different storage areas within the human brain; sensory, workbench, and long term

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sensory memory

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area in memory where a consumer stores things exposed to one of the 5 senses

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iconic storage

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storage of visual information in sensory memory and the idea that things are stored with a one to one representation of reality

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echoic storage

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storage of auditory information is in sensory memory

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workbench memory

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storage area in the memory system where information is stored while it is being processed and encoded for later recall

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encoding

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process by which information is transferred from workbench memory to long term memory to permanent storage

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retrieval

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process by which information is transferred back into workbench memory for additional processing when needed

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repetition

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simple mechanism in which a thought is kept alive in short term memory by mentally repeating the thought

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dual coding

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coding that occurs when two different sensory traces are available to remember something

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meaningful coding

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coding that occurs when information from long term memory is placed on the workbench and attached to the information on the workbench in a way that the information can be recalled and used later

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chunking

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process of grouping stimuli by meaning so that multiple stimuli can become one memory unit`

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product differentiation

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marketplace condition in which consumers do not view all competing products as identical to one another

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semantic memory

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type of coding where a certain stimuli are converted to meaning that can be expressed verbally

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episodic memory

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memory for past events in one life

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long term

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repository for all information a person has encountered

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perception

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consumers awareness and interpretation of reality

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value framework

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illustrates factors that shape consumption related behaviors and ultimately determine the value associated with consumption

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self congruency theory

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much of consumer behavior can be explained by the congruence of a consumer self concept with the image of typical users of a focal product

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self concept types

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thoughts and feelings an individual has about themselves

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brand personalities

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collection of human characteristics that can be associated with a brand

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demographics

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observable, statistical aspects of population such as age, gender, and income

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psychographics

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quantitative investigation of consumer lifestyles

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self monitoring

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tendency for consumers to observe and control behavior in a way that agrees with social cues and influence

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competitiveness

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tendency to strive to be better than others

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need for cognition

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degree to which consumers enjoy in engaging in effortful cognitive information processing

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innovativeness

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degree to which an individual is open to new ideas and tends to be relatively early in adopting new products, services, experiences

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materialism

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extent to which material goods have importance in a consumers life

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value consciousness

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the extent to which consumers tend to maximize what they receive from a transaction as compared to what they give

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idiographic perspective

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focuses on understanding the complexity of each individual consumer

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nomothetic perspective

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focuses on particular traits that exist across a number of people

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trait approach to personality

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focus on specific consumers traits as motivators of various consumer behaviors

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super ego

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works against the ID by motivating behavior that matches the expectations and norms of society

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ego

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attempts to balance the struggle between the super ego and the ID

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ID

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focuses on the pleasure-seeking motives and immediate gratification

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psychoanalytic approach to personality

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advocated by Sigmund Freud. suggests personality results from a struggle between the inner motives and societal pressure to follow rules and expectations

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flow

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extremely high emotional involvement in which a consumer is engrossed in an activity

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associative network

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network of mental pathways linking knowledge within memory; sometimes referred to as semantic network

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elaboration

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extent to which a consumer continues processing a message even after an initial understanding is achieved

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schema

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cognitive representation that gives a specific type of person meaning

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homeostasis

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state of equilibrium wherein the body naturally reacts in a way so as to maintain a constant, normal bloodstream

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regulatory flows

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puts forward the notion that consumers orient their behavior either though a prevention or promotion focus

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Maslows hierarchy of needs

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a theory of human motivation which describes consumers as addressing a finite set of prioritized needs

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involvement

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the personal relevance toward, or interest in a particular product

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cognitive appraisal theory

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school of thought proposing that specific types of appraisal thoughts can be linked to specific types of emotions

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utilitarian motivation

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drive to acquire products that can be used to accomplish something

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hedonic motivation

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drive to experience something emotionally gratifying

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disciplines related to consumer behavior

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CB research and marketing research overlap with each other more than they do with any other discipline. CB shares much in common with psychological research approaches and shared theories.

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sociology

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focuses on the study of groups of people within a society. this has relevance for consumer behavior because consumption often takes place within group settings or is affected by group behavior

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anthropology

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has contributed to consumer bheavior for research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate

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neuroscience

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the study of the central nervous system inducing the brain, and CB share interest in how the consumers brain functions during the consumption process

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firm orientation

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profitable firms are usually market oriented

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consumer orientation

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is way of doing business in which the actions and decision making of the institution prioritize customer value and satisfaction above all other concerns

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market orientation

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an organizational culture that embodies the importance of creating value for customers among all employees *in addition to understanding customers a market orientation stresses the need to monitor and understand competitor actions in the marketplace and the need to communicate information about customers and competitors*

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stakeholder marketing

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under this orientation firms recognize that more than just the buyer and seller are involved in the marketing process

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ways of doing business

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undifferentiated marketing production orientation differentiated marketers

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undifferentiated marketing

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the same basic product is offered to all customers

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production orientation

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used by undifferentiated marketers where innovation is geared towards making the production process as efficient and economical as possible emphasizes serving customer while incurring minimal costs

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differentiated marketers

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serve multiple market segments, each with a unique offering the emphasis here is on matching a product with a segment

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CB's role in society

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the things that people buy and consume end up determining the type of society in which we live. things like customs, manners, and rituals all involve consumption --- value producing activities Cb creates society and serves an important source of input to public policy in a free society example: publics opinion and acceptance of smoking has drastically changed. use of mobile phones as well

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CB and personal growth

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we face many important decisions as consumers. for individuals decisions that lead to high levels of debt do not seem wise, as bankruptcy, financial stress, and lower self esteem often result. decisions about household budget is very relevant to CB

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how to make better decisions as a consumer

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1. consequences associated with poor budget allocation 2. the role of emotions in consumer decision making 3. avenues for seeking redress for unsatisfactory purchases 4. social influences on decision making, including peer pressure 5. the effect of the environment on consumer behavior

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technology and communication in CB

answer

-a consumer now has 24/7 access to purchasing almost any product. -the internet has made distance a nonissue. - the consumer is able to shop on their own schedule. - the entire world is now truly the market for consumers in free countries

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comprehension

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occurs when consumers attempt to derive meaning from information they receive. marketers hope that consumers comprehend and interpret information in the intended way but that is not always the case

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3 factors of comprehension

answer

1. internal factors 2. cognitive and affective elements- includes both thoughts and feelings 3. signal theory: explains ways in which communication convey meaning beyond obvious interpretation

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subliminal

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a subliminal message is one presented below the threshold of perception in other words if you are aware of it then it is *NOT* subliminal

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attention factors

answer

1. intensity of stimuli- a consumer is likely to pay more attention to a strong stimuli ... vivid colors, loud sounds 2. contrast- black and white image in a colorful magazine, period of silence in an otherwise noisy environment 3. movement- electronic billboards, moving items, flashing lights or signs 4. surprising stimuli- unexpected stimuli, like replacing a mannequin with an actual person 5. size of stimuli- larger items gain more attention than smaller ones 6. involvement- personal relevance a consumer feels towards a product

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automaticity

answer

ability to do something without thinking, automatic response pattern or habit

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supraliminial

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existing above the threshold of consciousness

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confabulation

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a disturbance of memory, distorted or misinterpreted memories about oneself or the world

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information processing model

answer

exposure attention comprehension elaboration

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receiver characteristics

answer

1. intelligence/ability 2. prior knowledge 3. involvement 4. familiarity/habituation 5. expectations 6. physical limits 7. brain dominance

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intelligence/ability

answer

marketers should communicate information pertaining to product warning , usage instructions, etc in a way that people with low intelligence can understand

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prior knowledge

answer

the human brain matches incoming info with preexisting knowledge. prior knowledge provides resources or a way through which other stimuli can be comprehended even consumers with high knowledge must lack prior knowledge to understand certain things

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involvement

answer

marketers began to use simpler summary info on their labels

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familiarity/habituation

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consumers tend to like the familiar

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dostats

answer

russian word that means "acquiring things with great difficulty"

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expectations

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what consumers expect to experience has an impact on their comprehension of the environment

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physical limits

answer

consumers may have a limit in their ability to hear, see, smell, taste, and think example: deaf or color blind

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brain dominance

answer

right and left brain dominant. consumers may respond better to images or verbal processes

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metaphor

answer

"you're in good hands allstate" metaphors can increase ones ability to remember an ad

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spreading activation

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way cognitive activation spreads from one concept (or node) to another marketers want their brand names to cause cognitive activation to spread to favorable

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measuring emotion

answer

autonomic measures self report measures

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autonomic measures

answer

recording responses based on automatic reactions such as facial expressions, or a physical response like sweating -more intrusive

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self report measure

answer

less intrusive require consumers to recall their affect state from a recent experience or to state the affect they are feeling at a given point in time involves a questionnaire

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means end hierarchy

answer

hierarchy of goals that represents potential identities of the actions necessary for the person to reach his or her goal

cb marketing exam 1 key terms !! chapter 1-6 – Flashcards

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