BMK214 > Mid term > Flashcards

Mid term Flashcards

(96 cards)

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1
Q

What is consumer behavior?

A

study the PROCESS that involves Select, Purchase, Use and Dispose of product

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2
Q

Consumer behavior actors

A

Influencer
Decision maker
Purchaser
User

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3
Q

Why care about consumer behavior

A

Give the right 4Ps
Predict behavior

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4
Q

Based on what science?

A

Sociology
Anthropology
Economics

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5
Q

Customer experience journey

A

Awareness
Consideration
Convert
Loyalty
Advocacy

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6
Q

Consumers’ impact on marketing strategy

A

1 Macroeconomic environmental change (COVID)
2 Consumer behavior changes (Online shopping)
3 Marketing evolves (online ads)

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7
Q

AI on marketing

A

Hyper personalization
Idea generation

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8
Q

Relationship marketing

A

market share > share of wallet > Share of heart
customer service > customer care

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9
Q

Meaning of consumption

A

What they mean»_space;> what they do

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10
Q

Marketers create needs?

A

NO!
Create awareness that needs exist, cannot create them

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11
Q

Consumerism

A

purchase in even greater amounts

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12
Q

Planned obsolescence

A

fail after X years

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13
Q

Perceived obsolescence

A

trends

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14
Q

Def Wants

A

One way society has taught us how our needs can be satisfied

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15
Q

Social marketing

A

encourage positive behaviors

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16
Q

Positivism (modernism)

A

One signle truth by science
Rational, ordered and defined

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17
Q

what is perception

A

process which sensations are Selected, Organized and Interpreted

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18
Q

What is sensation

A

immediate response of our sensory receptors (senses)

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19
Q

Design economy

A

form is function

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20
Q

sensory marketing

A

pay extra attention to the impact of senses in product experience
3D, 4D, 5D, VR

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21
Q

Spatial marketing

A

Automated shopping experience
Know when you got it, what you picked up and pay

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22
Q

Vision marketing

A

colour = emotion = biology

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23
Q

Smell marketing

A

scent = emotion
bakery in Maxi = hungry = not ratio
Vanilla

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24
Q

Hearing marketing

A

tempo = movement
sound = experience

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25
touch marketing
most basic sense perceived product quality touch = connection
26
Endowment effect
let it go = hurt
27
taste marketing
sensation transference - what you see affect what you taste Wine taste affected by $$$
28
Absolute threshold
minimum amount of stimulation to be detected
29
differential threshold
ability to notice change between 2 stimuli
30
Minimum difference between 2 stimuli
Just Noticeable Difference JND
31
Weber's law
Principle that the stronger the initial stimulus, the greater the change must be to be noticed 2,01 vs 20,1
32
Subliminal perception
stimulus is below the level of awareness
33
Attention
how much brain activity is devoted to a stimulus
34
Challenge of attention in marketing
break through the clutter, make people see you
35
2 types of selection factor of attention
personal selection factor stimlus selection factor
36
personal selection factor
Filers: past experience Vigilance: aware of current needs Defence: see what you want, ignore what you don't want Adaptation: do you still notice recurring stimulus
37
What factors lead to adaptation
Intensity Duration: time given Discrimination: simple vs complex Exposure: frequence Relevance
38
Stimulus selection factors
Contrast in: Size Colour Position Novelty
39
Gestalt Psychology
Derive meaning from the TOTALITY not individual information Whole >>> sum of parts
40
Gestalt: Closure
Complete incomplete images
41
Gestalt: Similarity
Group together objects
42
Gestalt: Figure-Ground Principle
One part will dominate while the other will recede to background
43
learning def
relatively permanent change in behaviour caused by experience
44
classical conditioning
Pavlov stim 1 is paired with stim 2 stim 2 isn't usually paired with 1
45
instrumental conditioning
Skinner Reinforcement
46
Reinforcement schedules
Fixed-interval: holidays Variable-intervals: sales Fixed-ratio: loyalty card Variable-ratio: lottery - MORE REWARDING
47
Cognitive learning process
Importance of mental process
48
Observational learning
watch -> learn -> modelling
49
Types of stimulus in classical conditioning
Conditional stimulus (bell) Unconditioned stimulus (food) Conditioned Response (saliva)
50
Motivation def
behaviour when a need is aroused
51
4 types of need
Biogenic: biologic Psychogenic: need for status (cultural) Utilitarian: tangible attributes Hedonic: pleasure
52
Specific needs and behaviours
need for acheivement need for affiliation need for power need for uniqueness
53
Maslow needs
physiological safety belongingness ego needs self-actualization
54
def motivational strength
degree of willingness to expend energy to reach goal
55
2 factors of motivational strength
drive theory: biological needs that produce unpleasant arousal (hunger) expectancy theory: behavior pulled by expectations of acheiveing desirable outcome
56
goal valence
positive value = approach negative value = avoid
57
Types of motivational conflict
Cognitive dissonance (+/+) Guilt of desire occurs (+/-) Dealing with pain (-/-)
58
Cognitive dissonance & marketing
lowest price guaranteed Good price + the product you want
59
Guilt of desire occurs & marketing
"guilt free" products "healthy options" lesser evil: "zero sugar"
60
Dealing with pain & marketing
Reinforcement Instrumental conditioning
61
2 sides of level of involvement
Inertia ------------ Passion (flow state)
62
Purchase situation involvement
difference that occur when buying same object for different context
63
Message-response involvement
processing marketing communication Inbound marketing (Pull) Outbound marketing (Push)
64
Types of affective responses
Evaluations (low) Moods (medium) Emotions (high)
65
emotional motivators
Discrete emotions: Happiness Envy Guilt Embarassement Fear
66
Attitude def
Lasting, general evaluation of things
67
Utilitarian function
Reward and punishments Features and benefits
68
Value-expressive function
Beliefs: express values - Fairtrade
69
Ego-defensive concept
Protect from external threats - Emotions (makeup, car)
70
Knowledge function
Need for ordder, structure or meaning INFORMATION
71
ABC model of attitude
Affect: consumer feel Behavior: intention to buy Cognition: how you think of product
72
High-involvement hierarchy
CAB (buy car) Attitude: based on cognitive information processing Brand loyalty
73
Low-involvement hierarchy
CBA (buy food) Attitude: behavioral learning processes
74
Experiential hierarchy
ABC Hedonic: love at first sight
75
How to form attitude
Classical conditioning Instrumental conditioning Observational learning Learning theories
76
Degree of commitment
1) Internalization (high) 2) Identification (mid) 3) Compliance (low)
77
Principle of cognitive consistency
seek armony among our behaviours Dynamic attribute of attitude
78
Cognitive dissonance and harmony (attitude)
e.g. smoking Either: satisfy by smoking or stopping behavior
79
Self-perception theory
observe our own behavior to determine attitude I like Harry style because i listen to him
80
Social judgement theory
Build upon what you know/experiences
81
Balance theory
Elements that consumer might perceive as “belonging together” - Celebrity endorsement
82
Multi-attribute attitude model
Fishbein model Attitude = Beliefs X Weight
83
Persuasion
effectiveness of marketing communications to change attitudes
84
short cut: reciprocity
be the first to give = owing
85
Levels of interactive response
First-order: transactions Second-order: non-transactions
86
Buzz vs hype
buzz = authentic hype = inauthentic, generated by marketing
87
Visual images
Big emotional impact
88
Verbal message
high-involvement situations
89
Fear appeals to work
moderate threat solution presented source is highly credible
90
ELM Central route
High-involvement
91
ELM peripheral route
low-involvement
92
short cut: scarcity
more of what you dont have S&D
93
short cut: authority
Credential = credibility
94
short cut: consistency
ask for little commitment lead to big commitment
95
short cut: liking
smiliar compliment and commitment
96
BMK214
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