Consumer Behavior- Test 1

Chapter 3- PERCEPTION

-External stimuli: Hear a jingle, feel softness, perceptual process, external environment

-Hedonic consumption: fantasy and emotional

-Context effects: Respondents evaluated products more harshly when stood on tile floor than
carpeted floor

-Sensory marketing: Omni luxury hotel, sound soft chimes playing, scent lemongrass, mojito
flavored jellybeans

-Trade dress: courts grant exclusive use of specific color

Eastman Kodak, Tiffany’s blue box, Cartier red box

-Color forecasts: “brown is the new black”

Manufacturers and retailers buy so they can be sure they stock up on the next hot hue. Ex
Pantone-"Marsala"

-Limbic system: primitive part of the brain experience immediate emotions. Ex cinnamon buns
induced sexual arousal male students

-Audio watermark: BMW, distinctive bass tones in ads this sounds represents sheer driving
pleasure. Company wants to establish what the brand sounds like.

-Sound symbolism: words, sounds influences our assumptions about what it describes and
attributes, such as size. Ex. Consumers more likely to recognize names with a hard consonant K
(Kellogg's) P (Pepsi).
Price with small phonemes-overestimation
Large phonemes- underestimation

-Endowment effect: people value things more highly if they own them. Touch the item create a
greater level of attachment to the product

-Haptic touch: relationship between product experience and judgment confidence.

Major problem for those who sell online.
NFT (need for touch) especial sensitive to haptic dimension.
Touching product fun. Walking through stores, touch all products

-Kansei engineering: philosophy translates customers feelings into design elements. Ex. Mazda
Miata, focus on young drivers, saw cars as extension of the body of young drivers. "Horse and
rider as one" (Japanese companies)

-Exposure: -stimuli comes within the range of someone's sensory receptors. Consumers
concentrate on some stimuli, unaware of others.
-Sensory threshold: point at which it is strong enough to make a conscious impact in awareness.
Ex dog whistle, sound you can't hear.

-Absolute threshold: minimum amount of stimulation a person can detect from a given sensory
channel. Ex. dog whistle

-Differential threshold: ability to detect changes in or differences between 2 stimuli.

-Just noticeable difference: minimum difference u can detect between 2 stimuli

-Weber's law- amount of charged required for perceiver to notice a change relates to the
intensity of the original stimulus.
The stronger the stimulus the greater change must be for us to notice. Challenge for green
marketers when they try to reduce the size of the packages.

-Subliminal perception: stimulus below the level of the consumer's awareness. Ex. KFC
commercial, find secret message to replay ad. However, is not considered subliminal bc you can
see it or hear it.

-Embeds: tiny figures inset in magazines ads, usually of sexual nature.

-Attention: devoted to a particular stimulus. Ex. Interesting vs less interesting lecture.

-Sensory overload: exposed to far more information than we can process

-Media snacker: consumers who visit media venues about 27 times per nonworking hour.
Digital natives

-Eyeball economy: marketers compete for consumer’s attention rather than their money

-Rich media: elements of online ad that employ movement to gain attention. Ex. Teaser ads,
video clips, gifs.

-Perceptual selection: people attend to only a small portion of the stimuli to which they are
exposed

-Perceptual vigilance: we are more likely to be aware of stimuli that relate to our current needs.

-Perceptual defense: tend to see what we want to see.

-Adaptation- we no longer pay attention to a stimulus because it is so familiar. Ex billboard

message on our way work, first we notice it then becomes a passing scenery.
Factors: intensity, discrimination, exposure, relevance

-Golden triangle: portion of a web site that a person's eye naturally gravitate to first, more likely
research located in that area will be seen.
-Novelty: stimuli that appear in unexpected ways or places tend to grab our attention. Ex.
Outdoors ads, farm fields.

-Schema: collection of beliefs and feelings presented in a cognitive category. Ex. College
cafeteria menus with descriptive labels

-Gestalt:
Closure principle: perceive incomplete picture as complete
Similarity: group together objects that share similar physical characteristics.
Figure-ground- figure/background

-Semiotics: examines the correspondence between signs and symbols and the meaning they
convey. 3 components
Object: Marlboro cigarettes
Sign-Marlboro cowboy
Interpretation- rugged, individualistic, American

-Icon: sign that resembles the product ex. -Ford Mustang galloping horse on the hood

-Index: sign that connects the product because they share some property. Pine tree with cleanser
conveys fresh scent

-Hyperreality: ex. Pinterest boards, fifty shades of grey etc.

Chapter 4- LEARNING AND MEMORY

-Incidental learning: unintentional acquisition of knowledge. Ex. When you get a jingle stock
in your head

-Behavioral learning theories: learning takes place as result of responses to external events.

-Classical conditioning: occurs when a stimulus that elicits a response is paired another
stimulus that initially does not elicit a response on its own. Ex. Pavlov experiment. The bell and
the salivation response.
Powder- unconditional stimulus
Bell-conditioned stimulus
Dogs learned to associate the bell with the meat powder and began to salivate at the sound of the
bell. Conditioned response

-Extinction: process whereby a learned connection between a stimulus and response is eroded so
that the response is no longer reinforced. When a product overexposed in the marketplace,
original allure is lost. Ex. Izod Lacost polo shirt, appear on many other items, cachet was lost.

-Halo effect: occurs when people react to other similar stimuli in much the same way they
respond to the original. Ex. Drugstore mouthwash same packaging as Listerine may evoke a
similar response among consumers. Shampoos with same packaging rate same quality

-Brand equity: brand has strong positive associations in consumer’s memory creating loyalty
-Advertising wear-out: when consumers become so used to hearing/seeing that they no longer
pay attention. Ex. Toyota commercial song "saved by zero".

-Family name: when a product capitalizes on the reputation of its manufacturers name

-Looking alike packaging: generic brands vs. original brand

-Instrumental conditioning: when we learn to preform behaviors that produce positive

outcomes and avoid those with negative.
Learners receive a reward AFTER preformed the desired behavior

-Shaping: desired behavior over time by rewarding actions until result is obtained

-Positive reinforcement: women using Obsession perfume gets complements she will continue
buying the product.

-Negative reinforcement: person AVOIDS the negative outcome

-Punishment: we learn from situations to avoid unpleasantness. Nasty perfume, friends make
fun. Learn the hard way not to use it.

-Fixed interval reinforcement: consumers may crowd into a store for the last day of its
seasonal sale and not reappear until next one.

-Variable interval reinforcement: you don't know exactly when to expect the reinforcement u
have to respond at consistent rate. (Secret shoppers)

-Fixed ratio reinforcement: keep buying groceries at the same store to earn a prize when you
collect 50 register receipts

-Variable ratio: u get reinforced after a certain number of responses, but you don't know how
many responses are required. Ex. Attractions to slot machines

-Frequency marketing: rewards regular purchasers with prizes that get a better as they spend
more. Airline industry- frequent flyer

-Gamification: process of ejecting gaming elements into tasks that might be boring
Providing rewards to customers to encourage them to buy more. Punch cards, rewards apps

-Endowed progress effect: Punch twice the card vs. one time/ twice punch cards more
motivated than one punch even though both will get same reward

-Cognitive learning theory: approaches stress the importance of internal mental process.

-Observational learning: occurs when we watch the actions of others and note the
reinforcements they receive for their behavior.

-Social default: shortcut to learning that involves the mimic of others behaviors
-Modeling: imitating behavior of others. Can have negative effects. Children exposed to
aggression with cartoons, video games. "Bobo doll"case. Adults who were violent with the doll
kids observed and repeated same behavior.

-Consumer socialization: process by which people acquire skills that enable them to function in
the marketplace.

-Stages of cognitive development: kids ability to comprehend concepts of increasing

complexity

-Memory: acquiring information and storing it over time. Memory process: encoding, storage
stage, retrieval

-Episodic memories: relate events that are personally relevant. "Their song" on couples remind
first date or wedding. (Flashbulb memories).

-Narrative: description of a product that is written as a story.

-MEMORY SYSTEMS
Sensory memory: info received from our senses. Temporary. Ex. Man walks past a donut shop,
gets a quick whiff of something baking inside. This allows him to consider whether he should
investigate further.
Short term memory: chucking- combine small pieces into larger ones

-Associative network: organize units of info according to some set of relationships.

-Spreading activation: allow us to shift back and forth among levels of meaning.

-State-dependent retrieval: we are better able to access info if our internal state is the same at
the time of recall as when we learned the info.

-Highlighting effect: order in which consumers learn about brands determines the strength of
association.

-Salience: brands refers to its prominence level of activation in memory. Stand out of the
environment more likely to command attention.

-Hybrid ads: program tie. Characters of myth busters ran a brief commercial of Guinness and
mystery of calories. Commercial linked with the program

-Retro brand: is an updated version of a brand from a prior historical period.

Chapter 5-MOTIVATION AND AFFECT

Incidental brand exposure: cute ice cream coop took larger amount than those with plain coop

Approach-approach conflict: chose between two desirable alternatives. Ex. Going home for the
holidays or going skiing trip with friends
Approach –avoidance conflict: we desire a goal but wish to avoid it at the same time

Avoidance-avoidance conflict: special credit card plans to ease the pain of payments

Negative state relief: nonprofit organizations ads. Starving children to get donations

Emotional oracle effect: people who trust their feelings were able to predict future events better

Mood congruency: judgments tend to be shaped by our moods.

Lovemark: passionate commitment to one brand

Inertia: consumption at the low end of involvement, lack of motivation to consider alternatives

Cult products: Apple, Harley-Davidson, Jones Soda

Mass customization: personalization of products and services. Ex. Levi’s

Variety seeking: desire to choose new alternatives

Situational involvement: engagement with a store

Chapter 6- THE SELF

-Collective self: person derives identity from social group

-Self-concept: beliefs a person holds about his or her own attributes and how she evaluates the
self on these qualities.

Self-esteem: refers to the positively of a person’s self-concept

Impression management: work hard to manage what others think of us. Ex. Choose clothing
that will show off others good light.

Symbolic interactionism: golden arches, means food. Red light, means stop

Looking-glass self: imaging others reactions taking the role of the other.
Self-fulfilling prophecy: behavior on the perceived expectations of others.
Self-monitors: they present themselves in social environments. Football players, fashion
models
Self-image congruence models: BMW is my wingman, my twin. Nicknames for cars.

Symbolic self-completion theory: Adolescent boys use “macho” products to bolster

developing masculinity
Enclothed cognition: wore the lab coat enhanced performance on tasks
Virtual makeover: L’Oreal offers makeup genius apps, perfect 365 before posting in Instagram
Agentic goals: male communal goals: female
Sextyped products: stereotypical masculine or feminine attributes
Androgyny: possession of both masculine and feminine traits
Gender-bending product: pink guns
Vanity sizing: assign smaller sizes to garments

Chapter 7- PERSONALITY, LYFESTYLES, VALUES

Personality refers to a person’s unique psychological makeup and how it consistently influences
the way a person responds to his or her environment
Personality traits are identifiable characteristics that define a person
Psychographics use of psychological, sociological, and anthropological factors to determine
how the market is segmented by the propensity of groups within the market and their reasons for
making particular decisions.
Lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend his or
her time and money, and these choices are essential to define consumer identity.
Brand personality is the set of traits people attribute to a brand as if it were a person.
Pleasure principle: max pleasure, reduce pain
Motivational research: understand the deeper meanings of products and ads
Archetypes: universally recognized ideas and behavior patterns
Frugality: short term purchasing whims. Ex. Cost saving measures, timing showers, bring left
over to work.
Big 5: Openness, conscientiousness, extroversion, agreeableness, neuroticism
Underdog brand biography: bands humble origins
Anthropomorphism: attribute human characteristics to object or animals.
Dopplelganger brand image: Snapple/ crapple critique of a brand
AIO: activities, interests, opinions
Enculturation: learning beliefs and behaviors endorsed by ones culture.
Acculturation: learning the values system of another culture
Crescive norms: discover this as we interact with others
Identifying motives for consumption: Power-masculinity-virility, Security, Eroticism
Moral purity cleanliness, Social acceptance, Individuality, Status, Femininity, Reward
Mastery over environment , Disalienation

Chapter 8- ATTITUDES AND PERSUASION

attitude is a lasting, general evaluation of people, objects, advertisements, or issues

attitude object is anything toward which one has an attitude
The high-involvement hierarchy assumes that a person approaches a product decision as a
problem-solving process.
HIERARCHIES OF EFFECTS
The low-involvement hierarchy of effects assumes that the consumer initially doesn’t have a
strong preference for one brand over another; instead, he or she acts on the basis of
limited knowledge and forms an evaluation only after he or she has bought the product.
Levels of commitment to an attitude
Compliance- we form an attitude because it helps us to gain rewards or avoid punishment
Identification- occurs when we form an attitude to conform to another person’s or group’s
expectations
Internalization- deep-seated attitudes become part of our value system
Marketers try to persuade consumers and these persuasion attempts are based on basic
psychological principles. There are six approaches to persuasion, as shown in the slide.
Reciprocity means that we are more likely to give if we first receive.
Scarcity means that people tend to find things that are not readily available more desirable.
Authority means that we tend to believe authoritative sources.
Consistency means that we try not to contradict what we’ve said before.
Liking means that we will agree with those we like or admire.
Consensus means that we will consider what others do before we decide what to do.
Source credibility refers to a communicator’s expertise, objectivity, or trustworthiness.
The Sleeper effect is when after a while, people appear to “forget” about the negative source and
change their attitudes anyway.
Knowledge bias implies that a source’s knowledge about a topic is not accurate.
Reporting bias occurs when a source has the required knowledge but we question his or her
willingness to convey it accurately—as when a racket manufacturer pays a star tennis player to
use its products exclusively.
Source attractiveness refers to the social value recipients attribute to a communicator.

Chapter 9- Decision-making and consumption

Hyperchoice forces us to make repeated decisions that may drain psychological energy while
decreasing our abilities to make smart choices.
Constructive processing argues that we evaluate the effort we’ll need to make a particular
choice and then tailor the amount of cognitive “effort” we expend to get the job done.
Mental budget that helps us to estimate what we will consume over time so that we can regulate
what we do in the present.
A person’s efforts to change or maintain his or her actions over time, whether these involve
dieting, living on a budget, or training to run a marathon, involve careful planning that is a form
of self-regulation.
These “if-then” plans or implementation intentions may dictate how much weight we give to
different kinds of information (emotional or cognitive), a timetable to carry out a decision, or
even how we will deal with disruptive influences that might interfere with our plans (like a bossy
salesperson who tries to steer us to a different choice).
Counteractive construal is when they exaggerate the negative aspects of behaviors that will
interfere with the ultimate goal.
A feedback loop is when we provide people with information about their actions in real time,
and then give them a chance to change those actions so that you push them to improve.
Morning Morality Effect shows that people are more likely to cheat, lie, or even commit fraud
in the afternoon than in the morning.
Executive control center that we use for important decision making, including moral judgments,
can be worn down or distracted even by simple tasks like memorizing numbers.
Mental accounting: framing a problem in terms of gains/losses influences our decisions
Sunk-cost fallacy: We are reluctant to waste something we have paid for
Loss aversion: We emphasize losses more than gains
Prospect theory: risk differs when we face gains versus losses
Cognitive decision making seeks a maximizing solution but often times consumers are happy to
exert less energy for decisions in exchange for a satisficing solution. This “good enough”
perspective on decision making is called bounded rationality. The study of decisions is called
behavioral economics.
Many of these decisions illustrate the principles of mental accounting.
Covariation infers hidden dimensions of products from attributes we observe. The signal
communicates an underlying quality. For instance, someone selling a used car will try to make
the car look clean because cleanliness may be associated with reliability.
Country of origin is often a determinant attribute in the decision-making process. Consumers
think of Switzerland for precision in watches, Italy for leather goods, and France for wine.
Familiar brand names can serve as a shortcut as can higher prices, which consumers may assume
suggest higher quality.
Family decision-making
Families make two types of decisions: 1) consensual and 2) accommodative.
Consensual purchase decisions are those for which members agree on the desired purchase,
differing only in terms of how it will be achieved.
Accommodative purchase decisions are those for which members have different preferences or
priorities and they cannot agree on a purchase to satisfy the minimum expectations of all
involved.
Interpersonal need refers to the level of involvement of a person in the group. Product
involvement and utility refers to the degree to which a person will use the product to satisfy a
need. Responsibility refers to the person who has responsibility for procurement, maintenance,
payment, and so on. Power refers to the degree to which one family member exerts influence
over the others.
Expectancy disconfirmation model, we form beliefs about product performance based on our
prior experience with the product or communications about the product that imply a certain level
of quality.

INCOME AND CLASS

Discretionary income: is the money available to a household

Tightwads: experience emotional pain when they make purchases
Spendthrifts: enjoy nothing more than spending.
Frugality: pleasure of saving
Crash dieters: try to cut out all nonessential spending until things improved to vultures who
circle the market looking for bargains.
Consumers’ beliefs about what the future holds are an indicator of consumer confidence.
Consumer confidence is a measure of how optimistic or pessimistic people are about the future
health of the economy and how they predict they’ll fare down the road. When people are
optimistic about the future, they tend to reduce their savings rate
Plutonomy: economy that’s driven by a fairly small number of rich people

Social mobility: passage of individuals from one social class to another.

Upward mobility: moving to a higher status
We use the term social class to describe the overall rank of people in a society. People who
belong to the same social class have approximately equal social standing in the community. They
work in similar occupations and tend to have similar lifestyles. We tend to marry people in a
similar social class to ours.
Social class: is determined by income, family background
Taste culture: differentiates people in terms of their aesthetic and intellectual preferences.
Social capital: Organizational affiliations and experiences that provide access to desirable social
networks.
Cultural capital: refers to a set of distinctive and socially rare tastes and practices—knowledge
of “refined” behavior that admits a person into the realm of the upper class.
Conspicuous consumption: to refer to people’s desires to provide prominent visible evidence of
their ability to afford luxury goods.

CONSUMER CULTURE

Acculturation: process of movement and adaptation to one country’s cultural environment by a

person from another country. Acculturation agents are the influences in our environment which
affect the process of transitioning from one culture to another that contains components of both
the old and new culture.
Progressive learning model: assumes that people gradually learn a new culture as they
increasingly come into contact with it, when people acculturate they will blend their original
culture and the new one.

Gen Z: Born after 2000

Gen Y: Born between 1980-1999
Gen X: Born between 1965-1979
Baby Boomers: Born between 1946-1964
Seniors: Born before 1946

Rituals: are sets of multiple, symbolic behaviors that occur in a fixed sequence and that tend to
be repeated periodically. Trips to Starbucks, Sunday brunch