MKT 3352 Consumer Behavior TTU: Exam 1 – Flashcards

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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
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