Consumer Behavior Marketing EXAM 1
Questions and Answers Grade A+ 2023
Exposure - -Occurs when consumers come into contact with information in the environment,
some-times through their own intentional behaviors and sometimes by accident.
-Attention - -The process by which consumers select information in the environment to interpret.
Also, the point at which consumers become conscious or aware of certain stimuli.
-Interpretation Processes - -The processes by which consumers make sense of or determine the
meanings of important aspects of the physical and social environment, as well as their own
behaviors and internal affective states.
-Market Segmentation - -The process of dividing a market into groups of similar consumers and
select-ing the most appropriate group(s) for the firm to serve.
-Product Positioning - -Designing and executing a marketing strategy to form a particular mental
representation of a product or brand in consumers' minds. Typically the goal is to position the
product in some favorable way relative to competitive offerings.
-Consumer Behavior - -"the dynamic interaction of affect and cognition, behavior, and the
environment by which human beings conduct the exchange aspects of their lives."
In other words, consumer behavior involves the thoughts and feelings people experience and the
actions they perform in consumption processes. It also includes all the things in the environment
that influence these thoughts, feelings, and actions.
-Marketing Strategy - -the design, implementation, and control of a plan to influence exchanges
to achieve organizational objectives.
-Consumer Affect - -refers to their feelings about stimuli and events, such as whether they like or
dislike a product.
-Consumer Cognition - -refers to their thinking, such as their beliefs about a particular product.
-Push Strategies - -trade discounts and incentives to enhance retailers' selling efforts.
-Pull Strategies - -cents-off coupons, to encourage the consumer to purchase the manufacturer's
brand.
-Short-term Memory - -is that portion of total memory that is currently activated or in use.
STM is Short Lived
Consumers must constantly refresh information through maintenance rehearsal or it will be lost.
STM has Limited Capacity
Consumers can only hold so much information in current memory.
, Elaborative Activities Occur in STM
Elaborative activities serve to redefine or add new elements to memory and can involve both
concepts and imagery.
-Long-term Memory - -is that portion of total memory devoted to permanent information storage.
-Semantic memory - -the basic knowledge and feelings an individual has about a concept.
-Episodic memory - -is the memory of a sequence of events in which a person participated.
-Classical conditioning - -the process of using an established relationship between one stimulus
(music) and response (pleasant feelings) to bring about the learning of the same response
(pleasant feelings) to a different stimulus (the brand).
-Operant conditioning - -(or instrumental learning) involves rewarding desirable behaviors such
as brand purchases with a positive outcome that serves to reinforce the behavior.
-Iconic Rote Learning - -Concept or the association between two concepts is learned without
conditioning
-Vicarious Learning or Modeling - -Behaviors are learned by watching the outcomes of others'
behaviors or by imagining the outcome of a potential behavior
-Analytical Reasoning - -Individuals use thinking to restructure and recombine existing and new
information to form new associations and concepts
-Strength of Learning (six factors) - -Importance
Message Involvement
Mood
Reinforcement
Repetition
Dual Coding
-Memory Interference - -occurs when consumers have difficulty retrieving a specific piece of
information because other related information in memory gets in the way.
(A common form of interference in marketing is due to competitive advertising.
Competitive advertising makes it harder for consumers to recall any given advertisement and its
contents.)
-What marketers can do to decrease competitive interference - -Avoid competing Advertising
Strengthen initial learning
Reduce Similarity to Competing Ads
Provide External Retrieval Cues
-Brand Image - -Refers to the schematic memory of a brand
is what people think of and feel when they hear or see a brand name.
Questions and Answers Grade A+ 2023
Exposure - -Occurs when consumers come into contact with information in the environment,
some-times through their own intentional behaviors and sometimes by accident.
-Attention - -The process by which consumers select information in the environment to interpret.
Also, the point at which consumers become conscious or aware of certain stimuli.
-Interpretation Processes - -The processes by which consumers make sense of or determine the
meanings of important aspects of the physical and social environment, as well as their own
behaviors and internal affective states.
-Market Segmentation - -The process of dividing a market into groups of similar consumers and
select-ing the most appropriate group(s) for the firm to serve.
-Product Positioning - -Designing and executing a marketing strategy to form a particular mental
representation of a product or brand in consumers' minds. Typically the goal is to position the
product in some favorable way relative to competitive offerings.
-Consumer Behavior - -"the dynamic interaction of affect and cognition, behavior, and the
environment by which human beings conduct the exchange aspects of their lives."
In other words, consumer behavior involves the thoughts and feelings people experience and the
actions they perform in consumption processes. It also includes all the things in the environment
that influence these thoughts, feelings, and actions.
-Marketing Strategy - -the design, implementation, and control of a plan to influence exchanges
to achieve organizational objectives.
-Consumer Affect - -refers to their feelings about stimuli and events, such as whether they like or
dislike a product.
-Consumer Cognition - -refers to their thinking, such as their beliefs about a particular product.
-Push Strategies - -trade discounts and incentives to enhance retailers' selling efforts.
-Pull Strategies - -cents-off coupons, to encourage the consumer to purchase the manufacturer's
brand.
-Short-term Memory - -is that portion of total memory that is currently activated or in use.
STM is Short Lived
Consumers must constantly refresh information through maintenance rehearsal or it will be lost.
STM has Limited Capacity
Consumers can only hold so much information in current memory.
, Elaborative Activities Occur in STM
Elaborative activities serve to redefine or add new elements to memory and can involve both
concepts and imagery.
-Long-term Memory - -is that portion of total memory devoted to permanent information storage.
-Semantic memory - -the basic knowledge and feelings an individual has about a concept.
-Episodic memory - -is the memory of a sequence of events in which a person participated.
-Classical conditioning - -the process of using an established relationship between one stimulus
(music) and response (pleasant feelings) to bring about the learning of the same response
(pleasant feelings) to a different stimulus (the brand).
-Operant conditioning - -(or instrumental learning) involves rewarding desirable behaviors such
as brand purchases with a positive outcome that serves to reinforce the behavior.
-Iconic Rote Learning - -Concept or the association between two concepts is learned without
conditioning
-Vicarious Learning or Modeling - -Behaviors are learned by watching the outcomes of others'
behaviors or by imagining the outcome of a potential behavior
-Analytical Reasoning - -Individuals use thinking to restructure and recombine existing and new
information to form new associations and concepts
-Strength of Learning (six factors) - -Importance
Message Involvement
Mood
Reinforcement
Repetition
Dual Coding
-Memory Interference - -occurs when consumers have difficulty retrieving a specific piece of
information because other related information in memory gets in the way.
(A common form of interference in marketing is due to competitive advertising.
Competitive advertising makes it harder for consumers to recall any given advertisement and its
contents.)
-What marketers can do to decrease competitive interference - -Avoid competing Advertising
Strengthen initial learning
Reduce Similarity to Competing Ads
Provide External Retrieval Cues
-Brand Image - -Refers to the schematic memory of a brand
is what people think of and feel when they hear or see a brand name.
