Consumer Behavior Marketing
EXAM 1|56 Q’s and A’s
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
EXAM 1|56 Q’s and A’s
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
