Consumer Behavior Final Exam Ithaca College
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1. Acquisitional- Activities oriented toward a specific, intended purchase or purchases 2. Epistemic- Activities oriented toward acquiring knowledge about products 3. Experiential- Recreationally oriented activities designed to provide interest, excitement, relaxation, fun, social interaction, or some other desired feeling 4. Impulsive- Spontaneous activities characterized by a diminished regard for consequences, spontaneity, and a desire for immediate self-fulfillment
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What are the Four types of shopping?
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Action-oriented - High capacity to self-regulate. State-oriented - Low capacity to self-regulate.
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What is Action vs. State Oriented?
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Ad Buys schedule advertisements primarily at times when customers will be most receptive to the message
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What is Advertiming?
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Situational characteristics a consumer brings to information processing
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What are Antecedent Conditions?
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Emotional nature of an environment
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What is Atmospherics?
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Consistency of elements with one another
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What is Congruity?
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Consumers inhibit outside or situational influences from interfering with shopping intentions
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What is Consumer Self-regulation?
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Density of people & objects within a given space
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What is Crowding?
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Utilitarian buying motives: Convenience-seeking, variety seeking, searching for quality of merchandise, & reasonable price rate, etc. Hedonic buying motives: Emotional needs of individuals for enjoyable & interesting shopping experiences
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What are the different Hedonic/Utilitarian Shopping Values?
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How sensitive a consumer is to immediate rewards
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What is Impulsivity?
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Overall subjective worth of a shopping activity considering all costs & benefits
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What is Personal Shopping Value?
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Retail store is defined in the mind of a shopper based on functional & affective qualities
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What is Retail Personality?
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1. Merchandise complimentary products together 2. Encourage add on purchases 3. Create an emotionally charged atmosphere 4. Make things easy to buy 5. Provide a discount
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What are the Retail Tools?
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Conditions vary with the time of year
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What is Seasonality?
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Physical environment which consumer services are performed
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What is Servicescape?
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Value-producing consumer activities that increase the likelihood of a purchase
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What is Shopping?
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1. Time 2. Place 3. Conditions
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What are the Types of Influences?
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Impulsive Consumption- Acts characterized by: Spontaneity, Diminished regard for consequences, Need for self-fulfillment, Hedonic Unplanned shopping- Characterized by situational memory, a utilitarian orientation, spontaneity, Involve minimal negative consequences and fail to qualify as having negative consequences
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What is Unplanned vs. Impulsive Shopping Behaviors?
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1. Harmful 2. Uncontrollable 3. Driven by chronic depression
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What is Compulsive Shopping Behaviors?
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Actual State: Consumer's perceived current state Desired State: Perceived state for which a consumer strives
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What is Actual vs. Desired States?
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Alternatives of which a consumer is aware
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What is Awareness Set?
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Brands to be considered unacceptable
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What is Inept Set?
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Brands about which the person is indifferent
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What is Inert Set?
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Brands which are considered acceptable for further consideration
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What is Consideration Set?
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Total collection of all possible solutions to a consumer problem
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What is Universal Set?
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Consumer buys a product repeatedly without any real attachment
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What is Brand Inertia?
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Commitment to rebuy a product or service
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What is Brand Loyalty?
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1. Ongoing search- Search effort focused on staying up to date on the topic 2. Prepurchase search- Activities are focused on locating information that will help the consumer to reach a decision for a specific problem 3. Internal search- Retrieval of knowledge stored in memory about products, services, and experiences 4. External search - Gathering of information from sources external to the consumer Friends, family, salespeople, advertising, independent research reports, and the Internet
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What are the Search Behaviors?
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1. Rational Decision-Making Perspective: Assumes consumers diligently gather information about purchases 2. Experiential Decision-Making Perspective: Assumes consumers make purchases and reach decisions based on the affect or feeling attached to the product or behavior 3. Behavioral Influence Decision-Making Perspective: Assumes many consumer decisions are learned responses to environmental influences
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What are the Decision Making Perspectives?
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Consumers are presented with so much information that they cannot assimilate the variety of information processed
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What is Information Overload?
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Price: Potential value contained in a product Quality: Perceived overall goodness or badness of a product
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What is Price/Quality?
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Decision making shortcuts to arrive at satisfactory, rather than optimal
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What is Satisficing?
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Based on the overall feeling
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What is Affect Based Evaluation?
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Evaluate alternatives across a set of attributes
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What is Attribute Based Evaluation?
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Perceived relationship between product features
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What is Attribute Correlation?
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Benefit: Perceived favorable results derived from a particular feature Feature: Performance characteristic of an object
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What is Benefit/Feature?
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Perfectly rational decisions are not always feasible due to constraints found in information processing
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What is Bounded Rationality?
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Allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute.
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What is the Compensatory Rule?
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Option selected must surpass a minimum cutoff across all relevant attributes
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What is the Conjunctive Rule?
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Option selected must surpass a relatively high cutoff point on any attribute
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What is the Disjunctive Rule?
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Options are eliminated in order of performance for attributes of decreasing importance
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What is the EBA Rule (Elimination-by-Aspects Rule) ?
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Attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem
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What is Evaluative Criteria?
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Mental assessments of the attributes and benefits associated with those attributes
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What are Judgments?
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Option selected performs best on the most important attribute
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What is the Lexicographic Rule?
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Strict guidelines are set prior to selection, and any option that does not meet the specifications is eliminated from consideration
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What is the Noncompensatory Rule?
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Visually apparent & easily recognizable
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What are Perceptual Attributes?
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Mental representations of stored knowledge about groups of products.
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What is Product Categories?
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Highest level of categorization
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What is Superordinate?
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Categories more detailed
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What is Subordinate?
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Attribute that consumers use to infer something about another attribute
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What is a Signal?
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Can be learned only through experience
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What is Underlying Attributes?
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Consumers look for the cause of particular consumption experiences when arriving at satisfaction judgments
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What is the Attribution Theory?
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Uncomfortable feeling that occurs when a consumer has lingering doubts about a decision that has occurred Thoughts that are inconsistent with one's preconceived notions Source of negative postconsumption emotions
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What is Cognitive Dissonance?
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Expectations to guide performance perceptions
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What is Confirmatory Bias?
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Packaging that is no longer necessary for consumption to take place
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What is Consumer Refuse?
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Mild, positive emotional state resulting from a favorable appraisal of a consumption outcome
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What is Consumer Satisfaction?
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Number of times a product or service is consumed in a given period of time
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What is Consumption Frequency?
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Particular benefit that will lead to a valued end state
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What are Desire?
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People compare their own level of inputs and outcomes to those of another party in an exchange
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What is the Equity Theory
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Expectancy/disconfirmation theory Proposes that consumers use expectations as a benchmark against which performance perceptions are judged Positive disconfirmation: Perceived state wherein performance perceptions exceed expectations Negative disconfirmation: Perceived state wherein performance perceptions fall short of expectations
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What is Expectation Disconfirmation
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Pre-consumption beliefs of what will occur during an exchange and consumption of a product
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What is Expectations?
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Bulk of consumers indicate being satisfied or completely satisfied.
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What is Left Skewness
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Cultural meaning is transferred to a product and onto the consumer
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What is Meaning Transference?
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Those who will do everything possible to avoid doing business with a particular marketer.
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What are Anti-loyal Customers?
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1. Competence- Consumer views company and service providers as knowledgeable and capable 2. Communication- Consumer and firm understand each other and speak the same language 3. Trust- Buyer and seller can depend on each other 4. Equity- Both buyer and seller see equity in exchange and are able to equitably resolve conflicts 5. Personalization- Buyer treats the consumer as an individual with unique desires and requirements 6. Customer Oriented- Strong relationships are more likely to develop when a firm practices marketing orientation
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What are the Relationship Quality Characteristics?
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Number of firms competing for business within a specific category
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What is Competitive Intensity?
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More likely to return More likely to become a satisfied customer Tells others when the company responds poorly Valuable source of information
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What is Complaining Behavior?
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Unlikely to return May tell others about the experience May become a valuable customer if company responds positively, despite lack of complaint
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What is the Non Complaining Behavior?
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Consumer continues a pattern of behavior until some stronger force motivates him or her to change
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What is Customer Inertia?
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A strong feeling of attachment, dedication, and sense of identification with a brand
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What is Customer Commitment?
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Resources allocated to one brand from among a set of competing brands
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What is Customer Share?
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Costs associated with changing from one choice to another Procedural: Lost time and effort Financial: Total economic resources that must be spent or invested as a consumer learns how to obtain value from a new product choice Relational: Emotional and psychological consequences of changing from one brand/retailer/service provider to another
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What are Switching Costs?
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Device
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What are Loyalty Cards/Programs?
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1. Do nothing 2. Deny Responsibility 3. Take Responsibility 4. Release Information
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How do you handle Negative Publicity?
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Negative WOM: Consumers pass on negative information about a company from one to another Positive WOM: Consumers spread information from one to another about positive consumption experiences with companies
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What is Word of Mouth (+ and -)?
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Degree of connectedness between a consumer & a retailer
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What is Relationship Quality?
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Customer Share
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What is Share of Wallet?
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Consumer chooses a competing choice, rather than the previously purchased choice, on the next purchase occasion
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What is Switching Behavior?
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Birch Box Bath & Body Works
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Bonus Question?
