Flashcards in Topic 4 - Consumer behaviour Deck (15)
Who came up with the elements of the decision making process?
Blackwell and Miniard 1996
What are the 5 parts of the decision making process?
1) Problem recognition
2) Information search
5)Post purchase evaluation
Whats involved with problem recognition?
- Have to be aware that you have a 'problem' so you can decide to purchase something that will solve it
Whats involved with Information search?
- Consumers search their brains for information on brands that they already know
- May be done through word of mouth
Whats involved with alternative evaluation?
- The group of brands that consumers will be comparing against
- Depends on attitudes and location of product
Whats involved with purchase decision?
- This may be the natural outcome of the evaluation stage, if not other criteria like price will make the final decision
Whats involved with post purchase evaluation?
- Evaluation to whether the product lived up to expectations
- Cognitive dissonance- is it the right thing?
What is Maslows 1943 hierarchy of needs?
Puts emphasis on customer needs and wants which classifies basic motivations
What did Freud say about motivation?
Motives lye dormant and need to arouse subconscious feelings of hope, fear and aspirations
What did Freud say the subconscious mind is made up of?
ID- Pleasure principle
EGO- reality principle, ID must be satisfied in a way that is socially appropriate
SUPEREGO- Morality principle
Which of Freuds three is the most popular with marketing teams?
What is operant conditioning?
- Learning through rewards and punishment/reinforcement
- Used by Toothpaste ads e.g showing rewards of using product
- E.g Pavlovs dogs
What is classical conditioning?
- Learning through association
- Companies try to get there product to be associated with a feeling or response e.g music use
What is a high involvement product?
- High involvement products carry a higher risk to buyers if they fail, are complex, and/or have high price tags.
- Examples include a car, a house, and an insurance policy are examples.
-These items are not purchased often but are relevant and important to the buyer. Buyers don’t engage in routine response behavior when purchasing high-involvement products. Instead, consumers engage in what’s called extended problem solving, where they spend a lot of time comparing different aspects such as the features of the products, prices, and warranties.