SPMT 370: Fan Behavior in Sport (Exam
1) |56 Question and Answers
Consumer Behaviors Role in Society - --Consumer behavior (as a field of
study): the study of consumers as they go about the consumption process
-Provides input for business and marketing strategies
-Provides a "force" that shapes culture and society
- Consumer Behavior (CB) definitions - --The process, and actions, of
people... related to the buying and using of products (Waltermyer, 2022)
-CB is... A dynamic process, can involve many people, involves many
decisions, and requires consumer emotions
- The Basic Consumer Decision-Making and Consumption Process -
-Need/Want, to, Seek, to, Evaluate, too, Exchange/Aquire, too, Reaction, to,
Value, too, RESTART PROCESS
- Ways to Aquire a Product - -Buy, rent/lease, barter/trade, gifting, finding,
stealing
- Segmentation- Types of Consumers - --Behavior; need-based, discount,
new, potential (escalator)
-Demographic; age, race/ethnicity, sex/gender, social class/income
-Psychographic; believer, experiencer, innovator, impulsive, socialite,
wanderer
- Consumer Treatment - --Competitive pressures motivate marketers to
provide good service
-Think about a business that is a "monopoly" vs. a business that has many
competitors...
-Touchpoints; direct contact between organization/marketer and consumer
- What Affects Consumer Behavior - --External (Social/Situational) influences
-Internal (Individual) influences
-Decision-Making-Process
-Outcomes and issues
- Approaches to Studying Consumer Behavior - --Descriptive; examination
of the relationship between two or more variables
-Explanatory; attempts to explain the how/why of a variable relationship
-Exploratory; attempts to gain an understanding of a problem or idea that
has not clearly identified
-Quantitative
Survey/Questionnaire
, -Qualitative
Ethnography, interviews, focus groups, secret shoppers
- Marketing Implications of Consumer Behavior - --Developing and
implementing consumer-oriented marketing strategies (P's), which create
VALUE for consumers
STP
-Consumer behavior is dynamic
Economy, technology, globalization
- CB: Internal Influences - --Consumer personality; individual characteristics
Motivation, values, personality, lifestyle, self-image, emotions
-Consumer psychology; the process of the mind
Attitudes, learning, perception, memory
- Consumer Motivation - -Motivation; inner reasons that provide the energy
needed to achieve a goal
Driving forces behind human actions that influence consumer wants and
needs
Meaning, desires, emotions, feeling, etc.
- Regulatory Focus theory - --consumer behavior is centered around two
primary orientations
-Homeostasis (prevention-focused)
-Self-improvement (promotion-focused)
- Motivation and Involvement: Types of Consumer Involvement: - -Affective,
Behavioral, Cognitive, Enduring
- Consumer Engagement - -brand-related activities performed by the
consumer, which help create value for the brand (in the mind of the
consumer)
- Flow - -extremely high emotional involvement in which a consumer is
engrossed in an activity
- Consumer Perceived Risk - --Perceived risk is the extent to which a
consumer anticipates:
-Negative consequences or outcomes to emerge
-Positive consequences or outcomes to emerge
- Factors that affect perceived risk - --Availability
-Price
-Lack of confidence/experience with a product
-Time to make decisions
1) |56 Question and Answers
Consumer Behaviors Role in Society - --Consumer behavior (as a field of
study): the study of consumers as they go about the consumption process
-Provides input for business and marketing strategies
-Provides a "force" that shapes culture and society
- Consumer Behavior (CB) definitions - --The process, and actions, of
people... related to the buying and using of products (Waltermyer, 2022)
-CB is... A dynamic process, can involve many people, involves many
decisions, and requires consumer emotions
- The Basic Consumer Decision-Making and Consumption Process -
-Need/Want, to, Seek, to, Evaluate, too, Exchange/Aquire, too, Reaction, to,
Value, too, RESTART PROCESS
- Ways to Aquire a Product - -Buy, rent/lease, barter/trade, gifting, finding,
stealing
- Segmentation- Types of Consumers - --Behavior; need-based, discount,
new, potential (escalator)
-Demographic; age, race/ethnicity, sex/gender, social class/income
-Psychographic; believer, experiencer, innovator, impulsive, socialite,
wanderer
- Consumer Treatment - --Competitive pressures motivate marketers to
provide good service
-Think about a business that is a "monopoly" vs. a business that has many
competitors...
-Touchpoints; direct contact between organization/marketer and consumer
- What Affects Consumer Behavior - --External (Social/Situational) influences
-Internal (Individual) influences
-Decision-Making-Process
-Outcomes and issues
- Approaches to Studying Consumer Behavior - --Descriptive; examination
of the relationship between two or more variables
-Explanatory; attempts to explain the how/why of a variable relationship
-Exploratory; attempts to gain an understanding of a problem or idea that
has not clearly identified
-Quantitative
Survey/Questionnaire
, -Qualitative
Ethnography, interviews, focus groups, secret shoppers
- Marketing Implications of Consumer Behavior - --Developing and
implementing consumer-oriented marketing strategies (P's), which create
VALUE for consumers
STP
-Consumer behavior is dynamic
Economy, technology, globalization
- CB: Internal Influences - --Consumer personality; individual characteristics
Motivation, values, personality, lifestyle, self-image, emotions
-Consumer psychology; the process of the mind
Attitudes, learning, perception, memory
- Consumer Motivation - -Motivation; inner reasons that provide the energy
needed to achieve a goal
Driving forces behind human actions that influence consumer wants and
needs
Meaning, desires, emotions, feeling, etc.
- Regulatory Focus theory - --consumer behavior is centered around two
primary orientations
-Homeostasis (prevention-focused)
-Self-improvement (promotion-focused)
- Motivation and Involvement: Types of Consumer Involvement: - -Affective,
Behavioral, Cognitive, Enduring
- Consumer Engagement - -brand-related activities performed by the
consumer, which help create value for the brand (in the mind of the
consumer)
- Flow - -extremely high emotional involvement in which a consumer is
engrossed in an activity
- Consumer Perceived Risk - --Perceived risk is the extent to which a
consumer anticipates:
-Negative consequences or outcomes to emerge
-Positive consequences or outcomes to emerge
- Factors that affect perceived risk - --Availability
-Price
-Lack of confidence/experience with a product
-Time to make decisions
