Consumer behaviour - Exam Revision
Questions with Solutions
Definition of consumer behaviour - -Consumer behaviour reflects ability of
consumers decisions with respect to the acquisition, usage, and disposition
of an offering by human decision-making units (overtime) Hoyer McInnis
- Consumer behaviour can be:
• Products
• Services
• Experiences
• Ideas
- What affects consumer behaviour? - -1. Psychological core
2. Process of judgement and decision making
3. consumer culture
- Consumer motivation - -needs, wants, dives & desires of an individual that
lead him or her towards the purchase of products or ideas. The motivation
mabe physiologically, psychologically, or even environmentally driven
(internal and external)
- High Effort consumers - -Takes considerable effort and willingness to
expend time and energy engaging in these behaviours
- Motivated reasonsing - -processing information in a way that allows
consumers to reach the conclusion that they may want to reach
- Types of involvement - -1. Felt involvement (arousal or interest)
2. Enduring involvement (long term)
3. Situational Involvement (temporary)
4. Cognitive Involvement (reaching goals, learning and processing info)
5. Affective involvement (expending emotional energy)
6. Response involvement (responding to certain decisions and behaviours)
- What affects motivation - -1. Personal Relevance
2. Consistency w/ self concept
3. Values
4. Needs
5. Goals
6. Perceived risk
7. Inconsistency with attitudes
, - Personal Relevance (motivation) - -Something that has a direct bearing on
the self and has potentially significant consequences or implications for our
own lives
- Consistency w/ self concept (motivation) - -our mental view of who we are,
how you view yourself and the way you think other people view you. Can be
salient at different times (extension of personal relevance)
1. Actual Self (realistic qualities)
2. Ideal Self (conception would like to be, consumer culture)
3. Ought Self (should be, duty and obligations)
- Self concept Marketing implications - -1. use product or services they
identify with
2. use product or service to identify themselves to others
3. pro/ser is consistent with consumer self-view
4. can use product or service to bridge the gap between actual and ideal
- Values (motivation) - -Beliefs about what is right, important or good. Align
w/ product values we regard as important or consistent w/ ourselves
- Needs (motivation) - -Internal state of tension caused by disequilibrium
from an ideal/desired physical or psychological state.
- Categorizing needs (motivation) - -1. Maslow's hierarchy of Needs
2. Functional, symbolic and hedonic value
- Types of needs (motivation) - -1. Social Needs
2. Non-social needs
3. functional
4. symbolic
5. Hedonic
6. cognition and stimulation
- Characteristics of Needs (motivation) - -1. needs are dynamic
2. needs exist in a hierarchy
3. needs can be internally or externally aroused
4. needs can conflict
5. approach avoidance conflict
6. approach approach conflict
7. avoidance-avoidance conflict
- Goals (motivation) - -Outcomes we would like to achieve / End states or
desired outcomes that an individual would like to achieve
1. Goal setting and pursuit
2. Goals and Effort
3. Goals and emotion
, - Types of goals (motivation) - -1. Concrete or abstract (eg. lose 5kg by July
or become fit)
2. Goals to regulate how consumers feel (eg. have fun, feel happy etc.)
3. Promotion-focused vs. prevention-focused (eg. reduce heart disease vs.
improve fitness)
- Goals Appraisal Theory (motivation) - -A theory of emotion that proposes
that emotions are based on an individual's assessment of a situation or an
outcome and its relevance to his or her goals. (eg. feel positive or pleasure if
outcome is consistent with goals & vice versa)
- Goals Marketing Implications (motivation) - -1. Segment based on needs
and goals
2. Create new needs or goals
3. Develop need - and goal - satisfying offerings
4. Manage conflicting needs and goals
5. Appeal to multiple goals
6. Enhance communication effectiveness
7. Appeal to goals
8. Manage consumer emotions
- Perceived Risk (motivation) - -The extent to which the consumer is
uncertain about the consequences of an action eg. buying, using, or
disposing of an offering
Tends to be higher when
1. Little info is available about offering
2. when the offering is new
3. when the offering has high price
4. technologically complex
5. brands differ fairly substantially in quality, cause inferior choice
6. consumer has little confidence or experience in evaluating the offering
7. opinions of others are important be judged if has product.
- Types of Risks (motivation) - -1. Performance Risk
2. Financial Risk
3. Physical (or safety) Risk
4. Social Risk
5. Psychological Risk
6. Time Risk
- Risk and Involvement (motivation) - -1. High risk causes discomfort so
motivated to engage high involvement and info search to reduce.
2. Being brand loyal decrease uncertainty
3. When risk high more willing to to consider less conventional alternatives
Questions with Solutions
Definition of consumer behaviour - -Consumer behaviour reflects ability of
consumers decisions with respect to the acquisition, usage, and disposition
of an offering by human decision-making units (overtime) Hoyer McInnis
- Consumer behaviour can be:
• Products
• Services
• Experiences
• Ideas
- What affects consumer behaviour? - -1. Psychological core
2. Process of judgement and decision making
3. consumer culture
- Consumer motivation - -needs, wants, dives & desires of an individual that
lead him or her towards the purchase of products or ideas. The motivation
mabe physiologically, psychologically, or even environmentally driven
(internal and external)
- High Effort consumers - -Takes considerable effort and willingness to
expend time and energy engaging in these behaviours
- Motivated reasonsing - -processing information in a way that allows
consumers to reach the conclusion that they may want to reach
- Types of involvement - -1. Felt involvement (arousal or interest)
2. Enduring involvement (long term)
3. Situational Involvement (temporary)
4. Cognitive Involvement (reaching goals, learning and processing info)
5. Affective involvement (expending emotional energy)
6. Response involvement (responding to certain decisions and behaviours)
- What affects motivation - -1. Personal Relevance
2. Consistency w/ self concept
3. Values
4. Needs
5. Goals
6. Perceived risk
7. Inconsistency with attitudes
, - Personal Relevance (motivation) - -Something that has a direct bearing on
the self and has potentially significant consequences or implications for our
own lives
- Consistency w/ self concept (motivation) - -our mental view of who we are,
how you view yourself and the way you think other people view you. Can be
salient at different times (extension of personal relevance)
1. Actual Self (realistic qualities)
2. Ideal Self (conception would like to be, consumer culture)
3. Ought Self (should be, duty and obligations)
- Self concept Marketing implications - -1. use product or services they
identify with
2. use product or service to identify themselves to others
3. pro/ser is consistent with consumer self-view
4. can use product or service to bridge the gap between actual and ideal
- Values (motivation) - -Beliefs about what is right, important or good. Align
w/ product values we regard as important or consistent w/ ourselves
- Needs (motivation) - -Internal state of tension caused by disequilibrium
from an ideal/desired physical or psychological state.
- Categorizing needs (motivation) - -1. Maslow's hierarchy of Needs
2. Functional, symbolic and hedonic value
- Types of needs (motivation) - -1. Social Needs
2. Non-social needs
3. functional
4. symbolic
5. Hedonic
6. cognition and stimulation
- Characteristics of Needs (motivation) - -1. needs are dynamic
2. needs exist in a hierarchy
3. needs can be internally or externally aroused
4. needs can conflict
5. approach avoidance conflict
6. approach approach conflict
7. avoidance-avoidance conflict
- Goals (motivation) - -Outcomes we would like to achieve / End states or
desired outcomes that an individual would like to achieve
1. Goal setting and pursuit
2. Goals and Effort
3. Goals and emotion
, - Types of goals (motivation) - -1. Concrete or abstract (eg. lose 5kg by July
or become fit)
2. Goals to regulate how consumers feel (eg. have fun, feel happy etc.)
3. Promotion-focused vs. prevention-focused (eg. reduce heart disease vs.
improve fitness)
- Goals Appraisal Theory (motivation) - -A theory of emotion that proposes
that emotions are based on an individual's assessment of a situation or an
outcome and its relevance to his or her goals. (eg. feel positive or pleasure if
outcome is consistent with goals & vice versa)
- Goals Marketing Implications (motivation) - -1. Segment based on needs
and goals
2. Create new needs or goals
3. Develop need - and goal - satisfying offerings
4. Manage conflicting needs and goals
5. Appeal to multiple goals
6. Enhance communication effectiveness
7. Appeal to goals
8. Manage consumer emotions
- Perceived Risk (motivation) - -The extent to which the consumer is
uncertain about the consequences of an action eg. buying, using, or
disposing of an offering
Tends to be higher when
1. Little info is available about offering
2. when the offering is new
3. when the offering has high price
4. technologically complex
5. brands differ fairly substantially in quality, cause inferior choice
6. consumer has little confidence or experience in evaluating the offering
7. opinions of others are important be judged if has product.
- Types of Risks (motivation) - -1. Performance Risk
2. Financial Risk
3. Physical (or safety) Risk
4. Social Risk
5. Psychological Risk
6. Time Risk
- Risk and Involvement (motivation) - -1. High risk causes discomfort so
motivated to engage high involvement and info search to reduce.
2. Being brand loyal decrease uncertainty
3. When risk high more willing to to consider less conventional alternatives
