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Flashcards in Session 4 Deck (41)
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1
Q

Attitude : definition

A

Lasting general evaluation of concepts

2
Q

Attitude toward a concept : ABC

A

Affect
Feelings about the concept

How do you feel about X ? (or after thinking about X)

Behavior
Intentions to do something about the concept

What do you want to do about X ? (purchase, talk about, recommand?

Cognition
Beliefs one hold about the concept

What comes to your mind ?

3
Q

Consisentecny principle

A

Consumers have a need to be consistent in the way they feel, behave and think about a concept

ex: purchase the product of a brand you would be more inclined to have positive feelings and ocgnitions toward the brand

4
Q

Self-perception theory

A

When consumers are not certain of their attitudes towards a concept, they try to create an attitude based on a past behavior

ex: I once urchased New York Times, thus I have a positive attitude toward NYT

5
Q

Foot-in-the-door technique

A
  • Consistency princple + self-perception theory
  • Make a small requist in the beginning before bringin gup the more effortful request
  • ex: would you give me 5 minutes of your time -> would you answer this survey ?*
  • ex: hotel guests who put on the eco-friendly pin were signifcantly more likely to reuse their towels and the total number of reused towels increase by over 40%*
6
Q

Cognitive dissonance : definition

A

Tension people experience when there is a conflict with their behavior and their cognitions

ex: consumers purchase from a brand they know treats their employees badly

7
Q

3 strategies to reduce dissonancce

A
  • Stop behavior
  • Change the belief
  • Introduce new belief that is consistent with the behavior

EX: I eat McDonald’s vs McDonald’s is very unhealthy

  • Stop eating McDonald’s
  • Convince myself that McDonald’s is that that unhealthy
  • Eating unhelahty every once in a while is okay
8
Q

An attitude that is formed through ___ or in a ___ likely predicts actual behavior. In a simlar vein, attitude that are ___ and ___ lead to actual behavior.

A

An attitude that is formed through direct experience or in a high-involvement context ikely predicts actual behavior. In a simlar vein, attitude that are easily accessible and specific lead to actual behavior.

9
Q

Resons why attitude wouldn’t lead to actual behavior (3)

A
  • *Situational reasons**
  • You may have a positive attitude toward a product but you may not hav ehte money to purchase it*
  • *Normative influence**
  • You may have a positive attitude toward a brand but you may not purchase it because your friend think that it is a lame brand*

Individual factors
You may not switch to another brand becasue you want to be consistent

10
Q

6 pillars of persuasion

A
  • Reciprocity
  • Scarcity
  • Consensus
  • Consistency
  • Linking
  • Authority
11
Q

Reciprocity

A

People are more likely to give if they receive first

  • ex: people are more likely to purchase raffle tickets if they get a free coke (weather if the person is nice or not)*
  • ex: candies for tip, free samples, free gift with donatiosn*
12
Q

Scarcity

A

Items become more valuable when they are sacrey

  • ex:participanats rated cookies are more desirable and attractive when there were a few cookies*
  • ex: supreme*
13
Q

Consensus

A

People are influenced by waht others do before doinsomething

ex: join your fellow guests in helping to save the environment!

14
Q

Consistency

A

People try not to contradict themselves i what they say vs do

  • ex: people who signed a petition about a cause two weeks ago donated more compared to those who did not sign a petition*
  • ex: calling people election to ask if they will vote in a upcoming election increases the number of voters*
15
Q

Liking

A

People prefeer to say yes to those they like and people generally like others who are :

  • Similar to them
  • Give them compliments
  • Cooperate with them

ex: students were more likely to reach an agreement in negotiation when they were first asked to give information about themselves compared to when they go straight to the negotiation

16
Q

Authority

A

Consumers are more likely to be persuaded by authoritative sources

ex: a consumer is more likely to be persuaded about the negative consequences a certain diet when the information is provided by a nutritionist compared to a friend

17
Q

Tradition Communication MMdeol

A

Organization -> Message -> Sources

The organization creates the message and shares it with the consumers from a source. Then the organization seeks feedback from consumers to assess the effectiveness of the message and the source

18
Q

The Source : 2 important elements

A
  • Credibility
  • AttractivenessL perceived social value
19
Q

Credibility may depend on (2)

A
  • Relevance to product
  • The targeet consumer group

ex: featuring Lebron James when promoting a basketball would be more credible than featuring LEbron JJaes when promoting food processor

20
Q

4 factors that influence attractiveness

A
  • Physical appearance
  • Personality
  • Social status
  • Perceivved similarity (to audience)
21
Q

It is important to use attractive sources due to the ___

A

It is important to use attractive sources due to the halo effect

ex: people may infer that a product is better simply because they find the source to be attractive

22
Q

Who to feature ?

A

Utilitarian products (vacume, bbq) = experts

Luxury products = celebrities

Everyday consumer goods (food, laundry soap) = other consumers

23
Q

The Message : 4 dimensions

A
  • Content (words vs pictures)
  • Repetition
  • Constructing the argument
  • Message Appeal
24
Q

The Message : Reptition

A

Number of exposures increases = consumers become more familiar with the brand but they bored of the message = negative afective reactions

25
Q

TheMessage: constructing the argument

A

One sided vs two-sided argument
One-sided : presnets only the positive
Two-sided : presents both negative and positive

ex: Skoda ad aknowledge that their products’ design was ugly in the past but the new model looks greaet

Comparative ad
Compares recognizable brands on specific attributes

26
Q

The Message Appeal : 4 types of appeals

A
  • Emotional vs rational appeals
  • Sex appeals (make sure it is a good fit)
  • Fear appeals (social marketing)
  • Humorous appeals (decrease counter-arguments)
27
Q

Typees of consumer decisions (3)

A
  • Habitual decision making (low involvement and low effort) - toilet paper
  • Limited problem solving - boots
  • Extensive problem solving (high involvement, high effort) - car
28
Q

Consumer decision-making process : 5 steps

A
  • Problem (need) / Recognition
  • Information search
  • Evaluation of alternatives
  • Product choice Consumption and post-purchase
29
Q

Problem recognition

A

Discrepancy between current state and desired state

30
Q

Information search : 2 types of search

A
  • Internal : knowledge and emory
  • External : other reosurces (friends, experts, reviews)
31
Q

Information search : intensity of information search depends on ___ (3)

A
  • Amount of available information
  • Prior expertise
  • Perceived risk

ex: intense information search to buy a car (risk is high, a lot of information avaialble, no expertise)

*This stage is likely to be skipped with habitual purchases

32
Q

Evaluation of alternatives : the remaining options from which the consumer makes the choice is called a ___

A

the remaining options from which the consumer makes the choice is called a consideration set

33
Q

Product choice : 3 strategies

A
  • Heuristics (mental shortcuts)
  • Habit or loyalty
  • Decision rules​ (high risk)
34
Q

Heuristics : 3 types

A
  • Halo effect : choose a product because it is pretty
  • Price = quality: choose a product because it is more expensive
  • Country of origin: german cars are better than american cars
35
Q

Product choice : 2 types of decision rules

A
  • Compensatory
  • Non-compensatory rule
36
Q

Product choice : compensatory rule (2)

A

​Low rating in one attribute could be acompensated by a high rating in another attribute

  • Simple additive (total score)
  • Weighted additive (weighted score)
37
Q

Product choice: non-compensatory rule (based on the most important attribut)

A

Consumer chooses the product that has the highest rating on the attribute that is the most important (importance weigh)

38
Q

Consumption and post-purchase : 3 scenarios

A

Surpases expactations
Client is satisfied -> satisfaction leads to brand loyalty

Matches expectations
Client is content

Cannot achieve consumers expectations
Client is unsatisfied -> negative word of mouth

39
Q

Consumption and post-purchase : post-purchase dissonance

A

Thinking that an option they passed on was better choice then the option they choose

  • Reassure themselves that they made the right choice
  • Try to convince themselves the other option was not better
  • Find other flaws in the other option

ex: purchased a toyota but honda civic looked really cool tho

40
Q

Strategy to reduce post-purchase dissonance

A

Return policy

41
Q
A