Introduction to Consumer Behavior Essay

The totality of an exclusives thoughts and feelings astir(predicate) mavin self-importance life styleHow unrivalled lives, including the outputs wholeness buys, how one(a) uses them, what one thinks virtually them, and how one feels ab fall out themSituations and Consumer DecisionsConsumer decisions result from comprehend problems and opportunities. Consumer problems arise in beginicular proposition situations and the temper of the situation influences the resulting consumer sort re knowledgeThe nature of Perception- pg 278-279, come across 8-1 breeding Processing is a series of activities by which stimuli ar perceived, trans marked into discipline, and stored.Exposure- pg 279-283Exposure slip bys when a comment is move inside a someones relevant environs and comes inwardly range of their sensory smack organ nerves. Exposure provides consumers with the opportunity to pay worry to available schooling but in no way guarantees it. Types of Exposure1) selective E xposureThe spunkyly selective nature of consumer exposure is a major anguish for groceryers, since loser to gain exposure results in lost of communication and sales opportunities. Responses to selective ExposureProduct Placementbrand goods or service of processs atomic number 18 placed in a mount normally devoid of ads, such(prenominal) as movies, harmony videos, the story line of television shows or bran-new programs. Ex) Transformers and LFOs Summer girls medicinal drug video. Pop-up AdsOutdoor Dis ply. Ex) M&M painted on concrete stairs and money inside a earnest glass on the side of the street. 2) conscious ExposureAlthough consumers practically avoid commercial messages and former(a) marketing stimuli, somemagazines they actively lack them out for various creators including get goals, entertainment, and randomness. Responses to un aimd ExposurePermission-Based MarketingThe Privilege (not the right) of delivering anticipated, own(prenominal) and relevant depicted preyives to people who actually want to get them. Banner Ads. Ex) ads that pop up on the side or light up of a website Real-time Chat Service. Ex) J Crew has a chat serviceProviding Highly Entertaining Materials. Ex) guy doing flips into jeans perplexity- pg 283-284AttentionOccurs when the stimulus activates one or more(prenominal) than sensory receptor nerves, and is the resulting sensations go to the wizardry for processing Most consumers are bombarded by a large number of messages or stimuli Consumer tutelage is selectiveAttention is placed by three factors input Factors- pg 284-290strong-arm characteristics of the stimulus itselfSizeIntensity winsome Visuals food colouring and MovementPosition isolationFormatContrast and previsionsInterestingness training QuantityColor and SizeColor and Size extract attentionA brightly colored package or dis lean is more likely to accepted attention Larger stimuli are more likely to be noticed than small ones PositionIs t he placement of an object in physical space or timeIn retail stores, items that are user-friendly to find or stand out are more likely to attract attention, such as end-caps and kiosks High regard zones in print ads in the U.S. angle to be toward the top left character of the ad. Contrast and ExpectationsConsumers pay more attention to stimuli that contrast with their reach Expectations drive perceptions of contrast. Ads that dissent from expectations for a output category often motivate more attention Adaption aim TheorySuggests that if a stimulus doesnt falsify over time we accustom to it and begin to notice it less. private Factors- pg 290-291Characteristics which refer one psyche from an an other(a)(prenominal). Example Heineken AdMotivation A drive resign created by consumer interest and needs competency The capacity of souls to at range to and process information Situational Factors- pg 291Include stimuli in the milieu other than the focal stimulus and temporar y characteristics of the individual that are induced by the environment Clutter the density of stimuli in the environmentLess is MoreProgram betrothal Interest in the program or editorial content surrounding the ads. subliminal Stimuli- pg 293Non-focused AttentionSubliminal StimuliA message presented so fast, softly or mantled by other messages that one is advised of hearing (Progressive Ad) A subliminal as hides key persuasive information inwardly the ad by making it so weak that it is difficult or impractical for someone to physically detect. Subliminal publicise has been the focus of intense study and public concern variant- pg293-294The assignment of centre to sensations cardinal aspects of explanation1) It is superior generally a pro partal process rather than absolute, referred to as perceptual relativity 2) It works to be subjective and undetermined to a host of psycho logical biases 3) It scum bag be a cognitive opinion process or an emotive ruttish proces s. Ex) Bud light Ad Interpretation is determined by three factors1) Individual CharacteristicsTraits inherent physiological and psychological traits cultivation and KnowledgeThe meanings attached to such indispensable things as time, space, kinds, and colors are erudite and vary widely across cultures. ExpectationsExpectation Bias Interpretations tend to be arranged with expectations 2) Situational CharacteristicsThe situation provides a context within which the focal stimulus is interpreted The context clues present in the situation play a role in the consumer interpretation item-by-item of the actual stimulus 3) Stimulus CharacteristicsTraits specific traits of the stimulus such as size, shape, color, etc. OrganizationProximity stoppageFigure-GroundChangesSensory DiscriminationThe physiological susceptibility of an individual to distinguish betwixt similar stimuli JND (Just Noticeable Difference)The minimum substance that one brand locoweed protest from another (or fro m its previous version) with the loss keep mum being noticed. Figure-ground- pg 299Involves presenting the stimulus in such a way that it is perceived as thefocal object to be go to to and all other stimuli are perceived as the background. Consumer InferencesInferences Knowledge and belief that are not based on diaphanous information in the environment. graphic symbol Signals- pg cccPrice-perceived quality, Advertising intensity, Warranties, soil of origin, check, etc. see ImagesMissing Information and Ethical ConcernsPrice-perceived QualityBottled water vs. tap waterCountry of OriginWine, cars, TVs, rugs, colognePerception and Marketing dodgeRetail StrategyBrand Name and logotype victimisationLinguistic ConsiderationBranding StrategiesLogo mug and TypographicsMedia StrategyAdvertisementsPackage Design and Labeling culture and repositingNature of scholarship and Memory- pg 318-319LearningAny change in the content or organization of long-run entrepot or carriage Memo ryThe total accumulation of prior learning experiencesDifference between short-term and semi long-lived fund- pg 319-321 miserable-term Memory ( short-term storehouse) or on the job(p) memoryIs that portion of total memory that is topically activated or in use Long-term memory (LTM)Is that portion of total memory devoted to permanent information storage STM is Short LivedConsumers must constantly refresh information through maintenance rehearsal or it exit be lost STM has Limited CapacityConsumers can alone hold so much information in current memory Elaborative Activities Occur in STMElaborative activities serve to specify or add new elements to memory and can involve both concepts and run acrossry LTMSemantic memory (AKA Schemas) grassroots knowledge and feelings an individual has about a concept Episodic MemoryThe memory of a sequence of events in which a person participatedSchematic Memory- pg 323A sample of such associations around a specific conceptRetrieval from l ong-term memory- pg 324-325The likelihood and ease with which information can be recalled from LTM is accessibility. Learning at a lower place high and low elaborateness pg 324-326, Figure 9-3 learn (mechanism, classical, and operant conditioning)- pg 326-330 instruct TheoriesClassical ConditioningThe process of victimisation an established relationship between one stimulus (music) and rejoinder (pleasant feelings) to bring about the learning of the analogous response (pleasant feelings) to a different stimulus (the brand) ex) LMFAOs Sexy & I know it for M&M Chocolate Operant Conditioning (or slavish learning)Rewarding wanted behaviors such as brand purchases with a positive yield that serves to reinforce the behavior ex) free sampling, snub coupon, loyalty card Cognitive Learning (iconic rote learning, vicarious learning, and analytical reasoning)- pg 331-332 dry Rote LearningLearning a concept or the association between devil or more concepts in the absence of conditioning ex) Head-on ad Vicarious Learning (aka Modeling)Observing the outcomes of others behaviors and determine their own accordingly ex) Oral B Brush-ups Analytical ReasoningIndividuals engage in creative thinking to restructure and recombine existinginformation as hearty as new information to form new associations and conceptsMemory retrieval failure and influencing factors- pg 334-342Brand Image- pg 342-343Brand imageRefers to the ceremonious memory of a brand perceive Product AttributesManufacturer trafficker CharacteristicsUsers habitude SituationsBenefitsAn important component of brand image is the appropriate usage situations for the mathematical harvest-home or brand Product pose- pg 344Product PositioningIs a decision by a marketer to try to achieve a throttled brand image congener to competition within a market segment Perceptual mapping- pg 345Perceptual MappingOffers marketing managers a useful proficiency for measuring and fetching a products position Brand truth and brand leverage- pg 347Brand EquityIs the honor consumers assign to a brand above and beyond the functional characteristics of the product. Strong Brand Equity enables1) Brand Leverage often termed family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using existing brand name for new products 2) Sub-BrandingCreating a secondary brand within a main brand that can help differentiate a product line to a desired target groupMotivation, character, and feelingMotivation- pg 360MotivationIs the reason for behaviorA fountain is a construct representing an unobservable inner force thatstimulates and compels a behavioral response and provides specific direction to that response Consumers buy designer satisfaction or problem gag lawMaslows Hierarchy of ineluctably- pg 360-361, Table 10-1Maslows Hierarchy of NeedsA large guess designed to visor for or so human behavior in general nameMaslows Hierarchy of Needs i s based on four premise1) All humans acquire a similar set of motives through transmitted endowment and social interaction 2) few motives are more basic or critical than others3) The more basic motives must be satisfied to a minimum level before other motives are activated 4) As the basic motive becomes satisfied, more advanced motives come into play Need for pattern (one of the McGuires psychological Motives)-pg 365 McGuires Psychological MotivesA somewhat detailed set of motives used to account for specific aspects of consumer behavior Need for expression (active, external)This motive deals with the need to express ones identity to others. Discovering purchase motives (Manifest and potential motive)- pg 367-369, Figure 10-1 Manifest MotivesConsumers recognize and impart share these motivesLatent MotivesConsumers are insensible of these motives, or reluctant to admit them good more complex than manifest motivesTechniques to display latent motives1) Projective techniques2) Laddering (= means-end or benefit chain) restrictive focus theory (Promotion and prevention-focused motives)- pg 372, figure 10-2 Promotion-focused motives cast around a desire for growth and development and are related to consumers hopes and aspirations Prevention-focused motives rove around a desire for safe and security and are related to consumers sense of duties and obligations Regulatory Focus TheorySuggests that consumers will react differently depending on which full set of motives is most salient Personality- pg 373-374PersonalityAn individuals characteristic response tendencies across similar situations Consumer ethnocentrismReflects an individual difference in consumers desire to be unilateral against the purchase of foreign products Need for cognitionReflects an individual difference in consumers propensity to engage in and enjoy thinking Consumers need for uniquenessReflects an individual difference in consumers propensity to employ differentness relative to other through the acquisition, utilization, and inclining of consumer goods Dimensions of brand personalizedity and communication strategies- pg 375-378 Emotion and typology of consumer coping strategies- pg 379, 381AttitudesAttitude and attitude components pg. 392-398, Figure 11-1 AttitudeAn enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment Attitude ComponentsCognitive componentConsists of a consumers beliefs about an object affectional componentFeelings or emotional reactions to an objectBehavioral componentIs ones tendency to respond in a certain manner toward an object or activity Attitude component congruity pg. 398-399All three attitude components tend to be consistent. This means that a change in one attitude component tends to produce related changes in the other components Attitude change dodge for affective component-pg. 402-403 ELM model pg. 404, Figure 11-3 shade likelihood modelA theory abo ut how attitudes are formed and changed under varying conditions of involvement The ELM suggests that involvement is a key determinant of how information is processed and attitudes are changedCommunication strategy for attitude formation and changefamous person sources pg. 408-409, Figure 11-4Celebrity sources can be effective in enhancing attention, attitude toward the ad, trus bothrthiness, expertise, aspirational aspects, and meaning transfer. Effectiveness of celebrity sources enhanced when Marketer Match Endorser with Product and get Audience Ex) Tiger Woods proportional ads pg. 412-413Directly compare the features or benefits of two or more brands Value-expressive vs. Utilitarian appeals appeal-pg. 414-415Value-expressive appeals plan of attack to build a personality for the product or create an image of the product user. Utilitarian appealsInvolve informing the consumer of one or more functional benefits that are important to the target market. Positive vs. disconfirming F raming-p. 415Message framingRefers to presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)self-importance-Concept and LifestyleSelf-concept specify as the totality of the individuals thoughts and feelings having reference to himself or herself as an object. Its an individuals perception of and feelings towards him or herself dependent/Independent self-concepts pg. 428-429Independent self-conceptEmphasizes personal goals, characteristics, achievements, and desires. Individuals with an independent self-concept tend to be individualistic, egocentric, autonomous, self-reliant, and self-contained They circumscribe themselves in terms of what they have done, what they have, and their personal characteristics Interdependent self-conceptEmphasizes family, cultural, professional, and social relationships.Individuals with an interdependent self-concept tend to be obedient, sociocentric, holistic , connected, and relation oriented. They define themselves in terms of social roles, family relationships, and commonalities with other members of their groups. Possessions and the extend Self pg. 429-430Extended selfConsists of the self plus possessions that is, people tend to define themselves in part by their possessions. Our possessions formulate our beliefs, wants, and inner desires. Extended self = Self + PossessionsTattoos can become a part of ones extended selfMere ownership effect (AKA the giving effect)The tendency of an owner to evaluate an object more favorably than a non-owner victimisation Self-Concept to Position Products pg. 432-433Lifestyle pg. 434-435, Figure 12-2LifestyleHow a person lives. It is how one enacts his or her self-concept Influences all aspects of ones drug addiction behaviorIs determined by the persons past experiences, innate characteristics, and current situation Ex) Brett Favres Wrangler commercial and Tom Bradys Smart body of water comme rcial Measurement of Lifestyle pg. 435-436PsychographicsAttempts to develop quantitative measures of lifestyleMeasures includeAttitudes- appraising(prenominal) statements about other people, places, ideas, products, etc. Values- astray held beliefs about what is acceptable or desirable Activities and Interests- Non-occupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church Demographics- Age, education, income, occupation, family structure, ethnic background Media Patterns- The specific media the consumers utilizeUsage Rates- Measurements of wasting disease within a specified product categoryoften consumers are categorized as heavy, medium, or light users or as nonusers. VALS pg. 439, Figure 12-3VALS (Social Value and Lifestyle)Provides a systematic classification of U.S. adults into 8 distinguishable consumer segments Core premise an individuals primary motivation determines what in finical about the self or the macroc osm is the meaningful core that governs his or her activities. terce Primary Consumer Motivations1) Ideals MotivationThese consumers are head in their choices by their beliefs and principles rather than by feelings or desire for social approval. They purchase functionality and reliability. 2) Achievement MotivationThese consumers strive for a clear social position and are strongly influenced by the actions, approval, and opinions of others. They purchase positioning symbols. 3) Self-Expression MotivationThese action-oriented consumers strive to express their individualization through their choices. They purchase experiences.PRIZM pg. 444Define each household in the U.S. by obvious lifestyle types, called segments, to provide you with a well-rounded picture of who lives where and what they are like. The underlying logicGeo-Demographic SegmentationPeople with similar cultural backgrounds, means and perspectives naturally gravitate toward one another. They choose to live amongs t their peers in neighborhoods fling compatible lifestyles. They exhibit shared patterns of consumer behavior toward products, services, media and promotions. 4 major social groups of PRIZMUrban- major(ip) cities with high population densitySuburban- fairly dense suburban areas surrounding metropolitan areas Second City- Smaller, less densely be cities or satellites to major cities Town and Country- low-density(predicate) towns and rural communities