Consumer Behavior Chapter 1 – Flashcards
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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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What is Consumer Behaviour?
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Process
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What is consumer behaviour classified as?
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When two or more organizations or people give and receive something of value
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What is classified as an exchange?
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Prepurchase, purchase, and postpurchase
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What are three common issues during the consumption process?
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Knowledge about consumers
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What is incorporated into every facet of a successful marketing plan?
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To predict the future
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What is the purpose of consumer behaviour?
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Identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to one or more groups
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What is marketing segmentation?
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Demographics
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What type of segmentation is evident when statistics measure observable aspects of a population?
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age, gender, family structure, life stage, social class, income, ethnicity, geography, lifestyles
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What are examples of important demographics dimensions?
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Involves making an effort to interact with customers on a regular basis, giving them reasons to maintain a bond with the company over time
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What is relationship marketing?
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It filters much of what we learn about the world
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What is marketing's main impact on consumers?
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It consists of the music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass culture
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What is popular culture?
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Consumer-generated content
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What is also another important part of marketing's influence on culture?
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A deeper meaning
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What may help a product stand out from another?
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People around the world united by their common devotion to brand-name consumer goods, movie-stars, and celebrities
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What is described as global consumer culture?
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Use of ubiquitous networks, whether in the form of wearable computers or customized advertisements beamed to us on our cell phones
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What is U-Commerce?
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Contains a computer chip and tiny antenna that allows the chip to communicate with a network
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RFID tag
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Digital natives, horizontal revolution, synchronous interactions, and asynchronous interactions
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Examples of Virtual Consumption
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Describes students that have grown up "wired" in a high networked world where digital technology had always existed
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Digital native
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Notion that the Internet allows for information to flow across people
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Horizontal Revolution
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Ones that occur in real-time
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Synchronous Interactions
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Require all participants to respond immediately
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Asynchronous Interactons
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A culture of participation
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What do social media platforms enable?
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Rules of conduct that guide actions in the marketplace; the standards against which most people in a marketplace judge what is right, wrong, good, or bad
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What are described as business ethics?
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Code of ethics
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Professional organizations typically create what for their members?
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Bode of trust with consumers
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What do some marketers violate intentionally or not?
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System creates demand that only its products can satisfy
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What is a criticism of the notion that marketers create artificial needs?
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An objective of advertising is to create awareness that these needs exist, rather than to create the needs
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What is a response to the notion that marketers create artificial needs?
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We do not sufficiently value goods for the utilitarian functions they deliver, instead we focus on the symbolic value of goods
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What is a criticism of the notion that marketing and advertising are necessary?
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Products are designed to meet existing needs, and advertising merely helps to communicate the products' availability
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What is a response to the notion that marketing and advertising are necessary?
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Consumers feel empowered to choose how, when, or if they will interact with corporations
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What does Consumer Space describe?
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Protect the consumer from unfair business practices
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What is the main thrust of regulations?
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Strategy that aims to disrupt efforts by the corporate world to dominate our cultural landscape
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What is culture jamming?
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Firms voluntarily choose to protect or enhance their positive social and environmental impacts
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Definition of CSR?
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Company donating its own money to a good cause
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What is denoted as corporate-giving?
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Promising donations as purchase incentive
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What is cause-related marketing?
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Offering products in ways that are less harmful to the environment
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What is green marketing?
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The promotion of causes and ideas such as energy conservation, charities, and population control
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Definition of social marketing?
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Promotes research projects that include the goal of helping people or bringing about social change
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What is Transformative Consumer Research (TCR)?
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physiological or psychological dependency on products or serves
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What is consumer addiction?
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Refers to repetitive shopping, often excessive, done as an antidote to tension, anxiety, depression, or boredom
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What is compulsive consumption?
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Shrinkage
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What is the major issue with consumer theft?
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Industry term for inventory and cash losses from shoplifting and employee theft
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What exactly is shrinkage?
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Involves rebelling against the idea of consumption
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What is anti-consumption?
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Survey research, focus groups, interviews, observational research, qualitative research, experimental research
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What are the different parts of consumer research?
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Respondents self-report answers to a set of questions posed by the researcher
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Survey research
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Usually involves small group session with approximately 6-12 participants
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Focus Groups
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Interviews allow the research to collect rich, in-depth data, but minimize the group factors influencing consumer responding
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Interviews
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Consumer behaviours are directly observed, either in a natural context or controlled setting
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Observational Research
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Researchers observe and record how consumers behave in real world contexts to understand the meanings consumers subscribe to different consumption experiences
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What is Ethnographic research (under Observational Research)?
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Looks at more subjective aspects of consumer behaviour - examples could include storytelling, role-playing, photos, and diaries
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Qualitative Research
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involve the presentation of an ambiguous, unstructured object, activity, or person that is a respondent is asked to explain or interpret
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Projective Techniques
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Used when the researcher wants to make cause-and-effect claims
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Experimental Research
