Terms in this set (177)
global: trait that exists independent of any contact... the very nature of
the consumer's personality
domain-specific: more narrowly defined activity within a specific
domain or product category
innovative behavior: pattern of actions or responses that indicate early
3 levels of innovativeness acceptance of change and adoption of innovations
3 Main Theories of Personality Freudian, Neo-Freudian, and Trait
20% of customers are loyal and they make 80% of the company's profits
20/80 principle
Marketers must be able to reach that market segment in an economical
Accessible way
-closely related to egoistic and self-actualization needs
Achievement in Trio of Needs -need for personal accomplishment
learned in response to our culture or environment; psychological and
acquired needs considered secondary needs
Actual self-image how consumers in fact see themselves
, -Social needs
Affiliation in Trio of Needs -need for friendship, acceptance, and belonging
aggression i.e. boycotting companies
Anthropological variables cultural values
Approach Object/goal positive goal toward which behavior is directed
physiological (i.e. being hungry), emotional (i.e. daydreaming about
needs), cognitive (i.e. ad triggers need), environmental (i.e. it's cold so I
arousal of motives want oatmeal)
Avoidance Object/goal negative goal from which behavior is directed away
measures likelihood consumers will act a certain way, easy to construct
behavior intention scale and administer
-behavior is a mechanical process, seen as the response to a stimulus,
Behaviorist School Concerned with elements of conscious thoughts are to be ignored
Arousal of Motives -consumer REACTS
-the benefits that consumers seek from products and services
-benefits represent unfulfilled needs
Benefit segmentation -used to produce a positioning approach
, -howl loyal the customer is to the brand
-2 components: behavior and attitude
Brand loyalty -most common application of this is frequency reward program
brand loyalty: attitude the consumer's feeling of commitment to the brand
brand loyalty: behavior -frequency and consistency of buying a given brand
trying to make a product associated with human like traits like m&ms
showing that if an M&M was a person, what kind of person would it
brand personification be?
-what benefits are you seeking in a brand you are loyal to?
-most common benefits found: special treatment, confidence benefits,
brand relationship social benefits
Cognitive Personality Factors visualizers vs. verbalizers
-behavior is directed at a goal or achievement
-needs and past experiences are reasoned, categorized, and transformed
Cognitive School Concerned with into attitudes and beliefs
Arousal of Motives -Consumer ACTS
systematic collection and analysis of publicly available info about
consumers, competitors, and developments in the marketing
competitive marketing intelligence environment
, process used to evaluate issues raised by unsatisfied customers; system
should encourage customers to voice opinions and provide suggestions
complaint analysis
-targeting one segment with a unique marketing mix
-more generic because it's one target market
concentrated marketing -usually smaller company with less money
-behavior that consumers display in searching for, purchasing, using,
evaluating, and disposing of products and services that they expect will
satisfy their needs
consumer behavior -it does not end after the purchase; it's also what happens after the
purchase
consumer decision making input stage, process stage, output stage
loyalists, apostles, defectors, terrorists, hostages, mercenaries
Consumer groups based on loyalty:
they have to stay with company, but they are not happy about it. i.e.
Consumer groups based on loyalty: McDonalds because it's cheap but really wanting shake shack
hostages
satisfied but not loyal
Consumer groups based on loyalty:
mercenaries
Consumer groups based on loyalty: say bad things about companies
terrorists
global: trait that exists independent of any contact... the very nature of
the consumer's personality
domain-specific: more narrowly defined activity within a specific
domain or product category
innovative behavior: pattern of actions or responses that indicate early
3 levels of innovativeness acceptance of change and adoption of innovations
3 Main Theories of Personality Freudian, Neo-Freudian, and Trait
20% of customers are loyal and they make 80% of the company's profits
20/80 principle
Marketers must be able to reach that market segment in an economical
Accessible way
-closely related to egoistic and self-actualization needs
Achievement in Trio of Needs -need for personal accomplishment
learned in response to our culture or environment; psychological and
acquired needs considered secondary needs
Actual self-image how consumers in fact see themselves
, -Social needs
Affiliation in Trio of Needs -need for friendship, acceptance, and belonging
aggression i.e. boycotting companies
Anthropological variables cultural values
Approach Object/goal positive goal toward which behavior is directed
physiological (i.e. being hungry), emotional (i.e. daydreaming about
needs), cognitive (i.e. ad triggers need), environmental (i.e. it's cold so I
arousal of motives want oatmeal)
Avoidance Object/goal negative goal from which behavior is directed away
measures likelihood consumers will act a certain way, easy to construct
behavior intention scale and administer
-behavior is a mechanical process, seen as the response to a stimulus,
Behaviorist School Concerned with elements of conscious thoughts are to be ignored
Arousal of Motives -consumer REACTS
-the benefits that consumers seek from products and services
-benefits represent unfulfilled needs
Benefit segmentation -used to produce a positioning approach
, -howl loyal the customer is to the brand
-2 components: behavior and attitude
Brand loyalty -most common application of this is frequency reward program
brand loyalty: attitude the consumer's feeling of commitment to the brand
brand loyalty: behavior -frequency and consistency of buying a given brand
trying to make a product associated with human like traits like m&ms
showing that if an M&M was a person, what kind of person would it
brand personification be?
-what benefits are you seeking in a brand you are loyal to?
-most common benefits found: special treatment, confidence benefits,
brand relationship social benefits
Cognitive Personality Factors visualizers vs. verbalizers
-behavior is directed at a goal or achievement
-needs and past experiences are reasoned, categorized, and transformed
Cognitive School Concerned with into attitudes and beliefs
Arousal of Motives -Consumer ACTS
systematic collection and analysis of publicly available info about
consumers, competitors, and developments in the marketing
competitive marketing intelligence environment
, process used to evaluate issues raised by unsatisfied customers; system
should encourage customers to voice opinions and provide suggestions
complaint analysis
-targeting one segment with a unique marketing mix
-more generic because it's one target market
concentrated marketing -usually smaller company with less money
-behavior that consumers display in searching for, purchasing, using,
evaluating, and disposing of products and services that they expect will
satisfy their needs
consumer behavior -it does not end after the purchase; it's also what happens after the
purchase
consumer decision making input stage, process stage, output stage
loyalists, apostles, defectors, terrorists, hostages, mercenaries
Consumer groups based on loyalty:
they have to stay with company, but they are not happy about it. i.e.
Consumer groups based on loyalty: McDonalds because it's cheap but really wanting shake shack
hostages
satisfied but not loyal
Consumer groups based on loyalty:
mercenaries
Consumer groups based on loyalty: say bad things about companies
terrorists
