MAR3503 Consumer Behavior Exam 1|
Questions with Answers (FSU - Maura Scott -
Fall 2016)
Consumer Behavior - -The totality of consumers' decisions with respect to
the acquisition, consumption, and disposition of goods, services, time, and
ideas by (human) decision making [over time]
- Factors affecting consumer behavior - -Psychological core, process of
making decisions, consumer's culture, consumer behavior outcomes
- Psychological core: internal processes - -Having MAO, exposure, attention,
perception, categorizing, forming and changing attitudes
- Process of making decisions - -Realization of a need
Understanding your options
Satisfaction level
Repurchase intentions
- Who benefits from consumer behavior - -Marketing managers, ethicists
and advocates, public policy and regulators, and consumers
- Motivation - -An inner state of arousal that denotes energy to achieve a
goal
- Ability - -The extent to which consumers have the resources needed to
make an outcome happen
- Goal relevant behavior - -High motivation will encourage people to do
things more likely to achieve goals
- Effects of motivation - -Goal-relevant behavior, high-effort information
processing, felt-involvement
- Felt-involvement - -Psychological experience of the motivated consumer
- Factors affecting motivation - -Personal relevance, values, goals, needs,
perceived risk, inconsistency with attitudes
- Personal relevance - -Extent to which something has a direct bearing on
significant implications in your life
- Self-concept - -Our view of who we are and the way we think others view
us
, - Values - -Enduring beliefs that a given behavior or outcome is desirable or
good
- Goals - -Objectives we would like to achieve
- Needs - -An internal state of tension caused by disequilibrium from an
ideal state
- Perceived risk - -The extent to which a consumer is uncertain about the
consequences of an action
- High perceived risk - -Negative outcomes likely, positive outcomes unlikely
- Pay more attention to marketing communication
- Performance risk, financial risk, physical (safety) risk, social risk,
psychological, time
- Inconsistency with attitudes - -When inconsistency with attitudes occurs,
consumers try to remove or at least understand the inconsistency
- Maslow's hierarchy - -Self-Actualization
Egoistic
Social
Safety
Physiological
- Criticisms of Maslow's hierarchy - -People say it's too simplistic.
Consumers sometimes fulfill needs in a different order
- Daniel Pink TED Talk - -Duncker's Candle Problem and the Glucksberg
Update
Functional Fixedness
Extrinsic vs. Intrinsic Motivation
Incentivizing vs. Norms
Simple rules - narrow focus vs. complex problem solving
Encouraged to do vs. Want to do
- Dan Ariely - Tangible vs. Monetary Rewards - -"We can visualize tangible
rewards (vacation) which creates an emotional response. Money, on the
other hand, is not accompanied by images as often, and lacks the emotional
pull that tangible rewards have, so they're less effective"
- Comprehension - -The process of using prior knowledge to understand
more about what has been categorized
Questions with Answers (FSU - Maura Scott -
Fall 2016)
Consumer Behavior - -The totality of consumers' decisions with respect to
the acquisition, consumption, and disposition of goods, services, time, and
ideas by (human) decision making [over time]
- Factors affecting consumer behavior - -Psychological core, process of
making decisions, consumer's culture, consumer behavior outcomes
- Psychological core: internal processes - -Having MAO, exposure, attention,
perception, categorizing, forming and changing attitudes
- Process of making decisions - -Realization of a need
Understanding your options
Satisfaction level
Repurchase intentions
- Who benefits from consumer behavior - -Marketing managers, ethicists
and advocates, public policy and regulators, and consumers
- Motivation - -An inner state of arousal that denotes energy to achieve a
goal
- Ability - -The extent to which consumers have the resources needed to
make an outcome happen
- Goal relevant behavior - -High motivation will encourage people to do
things more likely to achieve goals
- Effects of motivation - -Goal-relevant behavior, high-effort information
processing, felt-involvement
- Felt-involvement - -Psychological experience of the motivated consumer
- Factors affecting motivation - -Personal relevance, values, goals, needs,
perceived risk, inconsistency with attitudes
- Personal relevance - -Extent to which something has a direct bearing on
significant implications in your life
- Self-concept - -Our view of who we are and the way we think others view
us
, - Values - -Enduring beliefs that a given behavior or outcome is desirable or
good
- Goals - -Objectives we would like to achieve
- Needs - -An internal state of tension caused by disequilibrium from an
ideal state
- Perceived risk - -The extent to which a consumer is uncertain about the
consequences of an action
- High perceived risk - -Negative outcomes likely, positive outcomes unlikely
- Pay more attention to marketing communication
- Performance risk, financial risk, physical (safety) risk, social risk,
psychological, time
- Inconsistency with attitudes - -When inconsistency with attitudes occurs,
consumers try to remove or at least understand the inconsistency
- Maslow's hierarchy - -Self-Actualization
Egoistic
Social
Safety
Physiological
- Criticisms of Maslow's hierarchy - -People say it's too simplistic.
Consumers sometimes fulfill needs in a different order
- Daniel Pink TED Talk - -Duncker's Candle Problem and the Glucksberg
Update
Functional Fixedness
Extrinsic vs. Intrinsic Motivation
Incentivizing vs. Norms
Simple rules - narrow focus vs. complex problem solving
Encouraged to do vs. Want to do
- Dan Ariely - Tangible vs. Monetary Rewards - -"We can visualize tangible
rewards (vacation) which creates an emotional response. Money, on the
other hand, is not accompanied by images as often, and lacks the emotional
pull that tangible rewards have, so they're less effective"
- Comprehension - -The process of using prior knowledge to understand
more about what has been categorized
