Chapter 4

Marketing 373 with Belch at San Diego State University

About this deck

By: Brittany Yary
Created: 2011-09-20
Size: 45 flashcards
Views: 18

About StudyBlue

STUDYBLUE makes things that make you better at school. Things like online flashcards with photos and audio. Things like personalized quizzes and friendly reminders about when (and what) to study next. Think of it as a digital backpack™: access to all of your study materials online and on your phone. STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.

“I have used this website for three exams, and I see a huge difference in my test results.”
Naj

Sign up (free) to study this.

consumer behavior

is defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluation, and disposing of products and services so as to satisfy their needs and desires.

some are long, detailed processes.

others

are incidental and result from little more than seeing a product prominently displayed at a discount price in a store.

the consumer decision making process 5 steps

problem recognition
information search
alternative evaluation
purchase decision
post-purchase evaluation

psychological process with consumer making process

motivation
perception
attitude formation
integration
learning

problem recognition (definition) first step

occurs when the consumer perceives a need and becomes motivated to solve the problem

is caused by a difference between the consumer's ideal state and actual state

sources of problem recognition

out of stock

dissatisfaction

new needs/wants- a desire for something one does not have

related products/purchases

marketer-induced problem recognition

new products

motives (motivation first stage)

those factors that compel a consumer to take a particular action

must meet lowest level before going to the next

psychoanalytic theory Frued

although his work dealt with the structure and development of personality freud also studied the underlying motivations for human behavior

this theory was applied to the study of consumer behavior by marketeers interested in probing deeply rooted motives that may underlie purchase decisions

motivation research

ernest dichter and james vicary- first to conduct this type of research in marketing.

the work of these researches and others who continue to use this approach assumed the title of motivation research

information search 2 parts--- second stage

internal search- the initial search effort often consists of an attempt to scan information stored in memory to recall past experiences and knowledge regarding various purchase alternatives

external search- if internal search does not yield enough information the consumer will seek additional information from an external search.

Perception (2nd stage)

the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world

it is an individual process that depends on internal factors such as personal beliefs, experiences, needs, moods, and expectations.

Perception involves three distinct processes

sensation- the immediate, direct response of the sense (taste, smell ect)

selecting information- all dependent on the person

interpreting the information- once a consumer selects and attends to a stimulus, the perceptual process focuses on organizing categorizing and interpreting the incoming information

selective perception

filtering through the marketing stimuli

types of selective exposure

selective exposure- occurs as consumer choose whether or not to make themselves available to information....aka change channel
selective attention- occurs when the consumer chooses to focus attention on certain stimuli while excluding others.
selective comprehension- interpreting info on the basis of their own attitudes
selective retention- do not remember all the info they see hear ect

Mnemonics

such as symbols, rhymes, association, and images that assist in the learning and memory process are helpful

subliminal perception

refers to the ability to perceive a stimulus that is below the level of conscious awareness. psychologists generally agree it is possible to perceive things without being consciously aware of them

alternative evaluation 3rd step

stage the consumer compares the various brands or products and services he has identified as being capable of solving the consumption problem and satisfying the needs or motives that initiated the decision process

evoked set

the various brands identified as purchase options to be considered during the alternative evaluation process

generally only a subset of all the brands which the consumer is aware.

to get in this set marketers use advertising to create top-ofmind awareness

evaluative criteria

the dimensions or attributes of a product or service that are used to compare different alternatives.

consequences and outcomes via consumers

marketers view these are bundles of attributes

there are two types of consequences they are

functional- concrete outcomes of product or services usage that are tangible and directly experienced by consumers

psychosocial- are abstract outcomes that are more intangible subjective and personal...aka will it make me look good

Attitudes (3rd aspect)

Attitudes are learned predispositions to respond to an object and are some of the most heavily studied concepts in consumer behavior

Very important to marketers!

Multiattribute attitude models

Views an attitude object as possessing a number of attributes that provide the basis on which consumers form their attitudes.

consumers have beliefs about specific brand attributes and attach different levels of importance to these attributes

salient beliefs

beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude

varies among different marketing segments

integration process
4th stage in brain dawg

way consumers combine information about the characteristics of brands to arrive at a purchase decision

the way product knowledge, meanings, and beliefs are combined to evaluate two or more alternatives

heuristics

simplified decision rule

ex- price-based...which one is cheaper

affect referral decisions rule

heuristic where consumers make a selections on the basis of an overall impression or summary evaluation of the various alternatives under consideration

purchase decision
4th stage....almost done!

not the same as an actual purchase

the consumer must stop searching for an evaluating information bout alternatives brands in the evoked set and make a decisions

purchase intention

predisposition to buy a certain brand

generally based on a matching of purchase motives with attributes or characteristics of brands under consideration

brand loyalty

a preference for a particular brand that results in its repeated purchase

postpurchase evaluation
5th and last stage

after using the product or service, the consumer compares the level of performance with expectations and is either satisfied or dissatisfied

cognitive dissonance

a feeling of psychological tension or postpurchase doubt that a consumer experience after making a difficult purchase choce

consumer learning- 2 approaches
(5th and last cognitive stage)

the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior

2 approaches
behavioral approach
cognitive learning theory

behavioral learning theory

emphasize the role of exernal, environmental stimuli in causing behavior; minimize the significance of internal psychological process

based on the stimulus-response orientation (S-R) learning occurs to stimuli in the environment

2 types
classical and operant

classical conditioning

learning is an associative process with a already exiting relationship between a stimulus and a response.
PAVLOV and DOG
unconditioned stimulus- food
unconditioned response- salivation
conditioned stimulus- bell
conditioned response- salivation after bell

2 things are important in this process- contiguity and repetition

operant conditioning

the individual must actively operate or act on some aspect of the environment for learning to occur

also referred to as instrumental conditioning

reinforcement

reward or favorable consequence associatated with a particular response, is an important element of instrumental conditioning

behavior that is reinforced strengthens the bond between a stimulus and a response

schedules of reinforcement

learning occurs most rapidly under continuous reinforcement schedule
every response is rewareded but the behavior is liekly to cease when the reinforcement stops

shaping

the reinforcement of successive acts that lead to a desired behavior pattern or repsonse

cognitive learning theory

has dominated the field of consumer behavior in recent years

environmental influence on consumer behavior

culture
subculture
social class
reference groups
situational determinants

culture

the broadest and most abstract of the external factors that influence consumer behavior

also said to be the complexity of learned meaning, values, norms, and customs shared by members of a society in all aspects of their lives, including their consumption behavior

subculture

a smaller group within a culture. may be based on age, geographic, religious, racial nd or ethnic differences

three largest racial groups in USA are--black, hispanic and asian

social class

refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, value, norms. interest and behaviors can be grouped

in USA they are based on occupational status, educational attainment and income

reference groups

a group presumed perspectives or values are being used by an individual as the basis for his or her judgments, opinions and actions

aspirational reference groups
disassociative groups

family is a reference group!!

situational determinants

the specific situation in which consumers plan to use the product or brand directly affects their perceptions, preferences, and purchasing behavior

3 types
specific usage situation
purchase situation
communication situation

About this deck

By: Brittany Yary
Created: 2011-09-20
Size: 45 flashcards
Views: 18

About StudyBlue

“I have used this website for three exams, and I see a huge difference in my test results.”
Naj