MKT 302 Chapter 5 - Summary Consumer Behavior PDF

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chapter 5 exam study guide with notes from the book and lecture ...

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MKT 302 Chapter 5 

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Motivation  the inner reasons or driving forces behind human action as consumers are driven to address real needs. Maslow’s hierarchy of needs & how it affects motivation

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Utilitarian motivation  A drive to acquire products that consumers can use to accomplish things o Ex. Using an air freshener to cover up a smell  Utilitarian benefits in marketing o Obtain monetary savings o Reducing search & decision costs o Improved product quality because of price reduction

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Hedonic Motivation  Involves a drive to experience something personally gratifying o Ex. Shopping for pleasure, using an air freshener because it makes you happy  Hedonic benefits in marketing o Accomplishing a sense of being a wise shopper because of sales promotions o Achieving a need for stimulation and variety when trying a brand that we might not purchase if it were not for an attractive promotion o Entertainment (contest, sweepstakes)

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Consumer Involvement

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Degree of personal relevance that a consumer finds in pursuing value form a given consumption act o Ex. Of high involvement: college, car, house, wedding dress

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Types of consumer involvement o Products 

Some people love looking at cars even if they don’t intend on buying

one o Shopping  General personal relevance of shopping activities o Situation 

Usually things we have no interest in until we need to (ex. Air

conditioner breaks so we research new ones) o Enduring  Associated with long-term involvement, usually highly hedonic o Emotional 

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How emotional consumer gets during an activity Emotional Involvement  The type of deep personal interest that evokes strongly felt feelings assocated with some object or activity o Ex. Sleeping stuffed animal, get bad haircut and get upset about it

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Emotional expressiveness  Extent to which a consumer shows outward behavioral signs and otherwise reacts

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obviously to emotional experiences Emotional intelligence  Capture one’s awareness of the emotions experienced in a situation, and an ability to

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control reactions to these emotions Explain the multiple elements that emotional intelligence consists of:  Self control-ability to control one’s emotions

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Emotional empathy- ability to read and understand others emotions Upbeat- ability to maintain a generally upbeat and optimistic outlook Productive- ability to turn emotions into value through better problem solving

Semantic Wiring  Consumers link concepts for memory retrieval  The active process and storage of knowledge is influenced by emotions  When marketing presents a product that evokes emotions, consumers recall is likely to increase Mood-Congruent Recall  Events are associated with moods  When a mood can be controlled by marketing, consumers evaluations of a product can be influenced  Ex. Grocery stores try to evoke better mood so the consumer buys more Nostalgia  Events in the past may be remembered more positively than they were in reality  Consumers can make purchases based on nostalgic feelings brought up about the past by a product  Ex. Ramen noodles in college; Windows Internet Explorer commercial Schema-Based Affect  Emotions become stored as part of the meaning for a category Self-Conscious Emotions  Specific emotions that result from some evaluation or reflection of one’s own 

behavior Include pride, shame, guilt, embarrassment

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Ex. Crest: if you’re not whitening, you’re yellowing Product Contamination  The diminished positive feelings someone has about a product because another consumer has handled the product o Ex. Buy product in store behind the one in front.

MKT 302 Chapter 6 Personality: totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment

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Personality qualities o Unique to individual o Can be conceptualized as a combination of specific traits or characteristics o Traits are relatively stable and interact with situations to influence behavior o Specific behaviors can vary across time

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What is the psychoanalytic approach?  Advocated by Freud; suggests personality results from a struggle between inner motives and societal pressures to follow rules & expectations  

Applicable to both motivation & personality inquiry Id: focuses on pleasure-seeking motives and immediate gratification * devil o Driven by hedonic motivation

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Superego: motivates behavior that matches societal norms and expectations *angel o Works against the id

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Ego: focuses on resolving conflicts o Between the id & superego

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What is the trait approach?  A distinguishable characteristic that describes ones tendency to act in a relatively consistent manner

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Discuss important traits studied in marketing:  Value consciousness: tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given (ex. Penny pinchers)  Materialism: extent to which material goods are important in a consumer’s life o Relationship between materialism and quality of life is negative

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Innovativeness: degree to which consumers are open to new ideas o How quickly consumers adopt to buying new products, services, or experiences early in their introduction

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Need for cognition: degree to which consumers tend to engage in effortful cognitive information processing

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Competitiveness: defined as an enduring tendency to strive better than others o Sometimes we buy products to feel more superior than others

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Self-monitoring: tendency for consumers observe and control behavior in ways that agree with social cues and influence o High self-monitors are very sensitive to others opinions & want to fit in o Low self-monitors: functionality

Define demographics  observable, statistical aspects of populations including such factors as age, gender, or income  can be used in conjunction with psychographic analysis Define psychographics & lifestyles  psychographics: way consumers lifestyles are measured  lifestyles: way people spend their time & money; useful in identifying visible market segments  VALS  Values & lifestyles

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Survey consumers using AIO statements, which are used to gain an understanding of consumer’s activities, interests, and opinions

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Classifies consumers into 8 distinct segments based on resources available to the consumer primary motivations

PRIZM  Stands for Potential Ratings Index by ZIP market. People with similar backgrounds tend to live close to one another  Uses 66 different segments as descriptors of individual households

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Self concept  Totality of thoughts and feelings that an individual has about him or himself  Actual self: how we currently perceive ourselves\  Ideal self: what we would like to be  Social self: how we think others perceive us  

Ideal Social self: how you’d like others to view you Possible self: who/what we’d like to become

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Extended self: positions we own represent us, they form our selfperception

Self Esteem: positivity of an individuals self-concept Body Esteem: positivity with which one holds their body image

Self-concept: proposes that much of consumer behavior can be explained by the congruence (match) between a consumers self-concept and

the image of typical users of a focal product  Body piercings & tattoos Self-congruency theory: much of consumer behavior can be explained by the congruence of a consumers self-concept with the image of typical users of a focal product

MKT 302 Chapter 4 

Factors Affecting Consumer Comprehension  Characteristics of the message o Physical characteristics: the elements of a message that one senses directly   

Intensity (ads are louder than the TV show, use bold font, etc.) Color (different colors evoke different feelings) Font (most well received is Helvetica)

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Numbers (often signify advanced technology) Spacing (consumers have better recall if it is split over time; pistachio

commercial)  Shape (consumers generally prefer “golden ratio” 1.1618) o Simplicity-complexity: the simpler the message, the more likely a consumer develops meaningful comprehension (Apple) o Congruity-incongruity: represents the extent to which a message is internally consistent and fits surrounding information (ex. Phoenix singer)  Not always true that congruent content leads to improved comprehension (Red bull commercial) o Figure-ground:  Figure: the focal image or the object intended to capture a person’s 

attention (most important thing in a print ad) Ground: everything else that’s supporting the figure

o Message source: can influence comprehension  Source influences comprehension to vary degrees based upon:  Likeability  Attractiveness  

Expertise trustworthiness

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Characteristics of the message receiver o Intelligence/ability  More intelligent= more likely to comprehend  Must consider average intelligence of people you’re marketing to o Prior knowledge  Ex. Golf club ad o Involvement: how close of attention consumer is paying to the message; consider targeting people with low and high involvement o Familiarity/habituation: the process by which continuous exposure to a stimulus affects the comprehension of and response to some stimulus  More familiar you are with a message, the more you tend to understand  Habituation is bad, zone out the commercial because you’re tired of it o Expectations: beliefs of what will happen in a future situation o Physical limits: consumers ability to hear, see, smell. Ex: hearing aids

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commercial o Brain dominance: the phenomena of hemispheric laterization  Right brain: visual processers; left brain: auditory Environmental characteristics o Information intensity: the amount of information available for a consumer ro process within a given environment. Ex: England girl at Walmart o Framing: the meaning of something is perceived differently by the information environment (ex. Fox, cnn) o Timing: bot the amount of time a consumer has to process a message and the point in time at which the consumer receives the message and the time of day (Billboards)

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Memory  Psychological process by which knowledge is recorded

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Mental Processes Assisting Learning  Repetition: a process in which a thought is held in short-term memory by mentally 

repeating the thought (weakest form of learning) Dual coding: a process in which 2 different sensory “traces” are available to

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remember something (ex. Chik fil a & cows) Meaningful Encoding: a process that occurs when preexisting knowledge is used to

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assist in storing new information Chunking: a process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit. o By separating disparate individual elements into larger blocks; info becomes

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easier to retain and recall o Social security number, blue & white pills from video Elaboration  Extend to which one continues processing a message even after he/she develops an initial understanding in the comprehension phase o Personal elaboration: is when a person imagines themselves associating with a stimulus being processed. This provides the deepest comprehension and

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greatest chance of accurate recall Associative Network  A network of mental pathways linking knowledge within memory Declarative Knowledge  Refers to cognitive components that represent facts  Represented in an associative network when 2 nodes are linked by a path o Nodes: represent concepts in the network o Paths: show the association between nodes in the network Cognitive Schemas  Schema: a type of associative network that works as a cognitive representation of a 

phenomenon that provides meaning to that entity Exemplar: a concept within a schema that is the single best representative of some category o Ex. McDonalds is the exemplar of fast food

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Prototype: characteristics more associated with a concept o Ex. Firefighter we think of their characteristics

Additional definitions  Script: a schema representing an event (fancy dining experience)  Episodic memory: the memory for past events in ones life o Hearing a song reminds you of past 

Social schema: aka social stereotype; cognitive representation that gives a specific type of person meaning...