Consumer Behavior - Exam 1 Review -
Jessup
What 3 disciplines does consumer behavior have roots in? - -1. motivation research
2. behavioral science
3. interpretivism (postmodernism)
- What is motivation research? - -- a type of research that applied psychoanalytical
therapy concepts from clinical psychology to consumer behavior research
- used in-depth interviews to undercover a person's hidden or unconscious motivation
- developed by Ernest Ditcher
- What two important legacies did motivation research leave in consumer research? - -
1. a focus in consumer motivations and trying to figure out why people behave the way
they do
2. the technique of in-depth interviews
- What is behavioral science? - -- applies the scientific method, relying on systematic
rigorous procedures to explain, control, and predict consumer behavior
- uses QUANTITATIVE research methods where empirical data is collected
- views customers as largely rational
- What are the 2 methods of behavioral science? - -1. experimental approach -
controlled experiments
2. marketing science approach - employing computer based simulations and
mathematical models to explain consumer behavior
- What is interpretivism (postmodernism)? - -- views customers as non-rational beings
and highly subjective
- relies less on scientific and technological methods
- uses QUALITATIVE research methods (descriptive)
- collecting data to describe and interpret the reality
- Consumer behavior also has roots in... - -1. economics
2. psychology
3. sociology
4. neuroscience
5. anthropology
6. marketing
- From what 2 disciplines did marketing spring from? - -1. Economics
2. Psychology
, - What are the 3 benefits to studying consumer behavior? - -1. to improve business
performance
2. to influence public policy
3. to help consumers make better decisions
- To Improve Business Performance - -- anticipating and satisfying CUSTOMER needs,
successfully meeting and exceeding customer expectations
- EX: Proctor and Gamble released Crest 3D white strips after extensive consumer
behavior studies
- To Influence Public Policy - -- public policy is the establishment of laws and
regulations that govern business practices in order to protect consumers
- anticipating and satisfying PUBLIC needs, and protecting them from unfair, unethical,
or dangerous business practices
- EX: The FDA requires nutrition labels
- EX: Nudge by Thaler and Sunstein, this book was about how we as consumers usually
make dumb decisions and need to be nudged into making better decisions
- To Help Consumers Make Better Decisions - -- want to help consumers not choose
destructive behaviors (like smoking)
- rather, want to promote positive behaviors (getting regular mammograms)
- What are the 3 consumer responses of interest in consumer behavior research? - -1.
affective (emotional) responses
2. mental (cognitive) responses
3. behavioral responses
- What are affective (emotional) responses? - -- reflect a consumers emotions,
feelings, and moods about a purchase
- EX: when a consumer buys a car, his affective responses are probably excitement and
uncertainty
- What are moods? - -- states of mind at a particular time (EX: serenity)
- long duration, low intensity
- What are feelings? - -- expression of a mood (EX: joy or sadness)
- moderate duration, moderate intensity
- What is emotion? - -- mood + feeling + psychological (EX: grief or ecstasy)
- low duration, high intensity
- What are mental (cognitive) responses? - -- a consumer's thought processes,
opinions, beliefs, attitudes, and intentions about a product or service
Jessup
What 3 disciplines does consumer behavior have roots in? - -1. motivation research
2. behavioral science
3. interpretivism (postmodernism)
- What is motivation research? - -- a type of research that applied psychoanalytical
therapy concepts from clinical psychology to consumer behavior research
- used in-depth interviews to undercover a person's hidden or unconscious motivation
- developed by Ernest Ditcher
- What two important legacies did motivation research leave in consumer research? - -
1. a focus in consumer motivations and trying to figure out why people behave the way
they do
2. the technique of in-depth interviews
- What is behavioral science? - -- applies the scientific method, relying on systematic
rigorous procedures to explain, control, and predict consumer behavior
- uses QUANTITATIVE research methods where empirical data is collected
- views customers as largely rational
- What are the 2 methods of behavioral science? - -1. experimental approach -
controlled experiments
2. marketing science approach - employing computer based simulations and
mathematical models to explain consumer behavior
- What is interpretivism (postmodernism)? - -- views customers as non-rational beings
and highly subjective
- relies less on scientific and technological methods
- uses QUALITATIVE research methods (descriptive)
- collecting data to describe and interpret the reality
- Consumer behavior also has roots in... - -1. economics
2. psychology
3. sociology
4. neuroscience
5. anthropology
6. marketing
- From what 2 disciplines did marketing spring from? - -1. Economics
2. Psychology
, - What are the 3 benefits to studying consumer behavior? - -1. to improve business
performance
2. to influence public policy
3. to help consumers make better decisions
- To Improve Business Performance - -- anticipating and satisfying CUSTOMER needs,
successfully meeting and exceeding customer expectations
- EX: Proctor and Gamble released Crest 3D white strips after extensive consumer
behavior studies
- To Influence Public Policy - -- public policy is the establishment of laws and
regulations that govern business practices in order to protect consumers
- anticipating and satisfying PUBLIC needs, and protecting them from unfair, unethical,
or dangerous business practices
- EX: The FDA requires nutrition labels
- EX: Nudge by Thaler and Sunstein, this book was about how we as consumers usually
make dumb decisions and need to be nudged into making better decisions
- To Help Consumers Make Better Decisions - -- want to help consumers not choose
destructive behaviors (like smoking)
- rather, want to promote positive behaviors (getting regular mammograms)
- What are the 3 consumer responses of interest in consumer behavior research? - -1.
affective (emotional) responses
2. mental (cognitive) responses
3. behavioral responses
- What are affective (emotional) responses? - -- reflect a consumers emotions,
feelings, and moods about a purchase
- EX: when a consumer buys a car, his affective responses are probably excitement and
uncertainty
- What are moods? - -- states of mind at a particular time (EX: serenity)
- long duration, low intensity
- What are feelings? - -- expression of a mood (EX: joy or sadness)
- moderate duration, moderate intensity
- What is emotion? - -- mood + feeling + psychological (EX: grief or ecstasy)
- low duration, high intensity
- What are mental (cognitive) responses? - -- a consumer's thought processes,
opinions, beliefs, attitudes, and intentions about a product or service
