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MKTG 332 CONSUMER BEHAVIOR FINAL

Terms in this set (89)

Membership groups
- a group that you belong to, like a school club.
Aspirational groups
- a group that a consumer would like to be part of but to which she or he does not currently or may never belong.
Dissociative groups
- one that individuals avoid or deny connections with for example political groups like the Ku Klux Klan
five factors that affect a reference group's influence over consumer purchase decisions
Conformity
The group's power and expertise
Relevant information and expertise
Product conspicuousness
Personality characteristics
Opinion leadership
defined as the process by which an influencer, or an opinion leader, influences his or her peers, who are often referred to as opinion receivers.
Characteristics of Opinion Leaders
Highly knowledgeable about a particular product category, actively follow product innovation in that category and are early adopters in their areas of expertise or interest
Self-confident, outgoing and sociable, ready to discuss products and consumption behaviors with others
Avid readers of special-interest publications, they regularly peruse websites devoted to the specific topic or product categories in their areas of expertise or interest
Consumer socialization is __________.
the providing of children with the skills, knowledge, attitudes and experiences necessary to function as consumers
True or False: A reference group serves as a source of comparison, influence and norms for consumers' opinions, values and behaviors.
TRUE
True or False: Since influencer marketing comes from sources who have nothing to gain by promoting brands' products and services, it is seen as the "best advertising."
false
__________ groups are groups that consumers plan to join in the future and that they have a decent chance of joining due to direct contact with the group.
Anticipatory aspiration
Which factor affecting a reference group's influence over consumer purchase decisions is displayed by the new sneakers your friends make a point of showing off or the latest gadget you can see your friends using.
conspicuousness of the product
Which factor affecting a reference group's influence over consumer purchase decisions is displayed by a young corporate sales rep seeks the advice of a friend or imitates the behavior of a more senior sales rep, a member of his reference group, by taking the client to a restaurant that is frequented by executives whom he views as role models.
relevant information and expertise
True or False: Reference groups achieve their power through word of mouth (WOM).
true
True or False: There are both primary and secondary membership groups.
true
__________ are groups that an individual is unlikely to belong to despite the fact that they may accept and strongly believe in the group's attitudes or closely held beliefs.
symbolic groups
True or False: The degree of influence that a reference group exerts on an individual's behavior depends on a number of factors, including the individual, the product choice at hand and social factors.
true
Elements of Persuasive Messaging
Selecting images and creating copy
Using positive or negative message framing
Choosing between one-sided or two-sided messages
Deciding on the order of presentation
Common Advertising Appeals
Emotional appeals
rational appeals
Barriers to Communication
Selective Exposure
Communication Noise
Psychological noise
Environmental noise
Semantic noise
Repeated exposure to a message
Unique copy and design
Conducting research
True or False: Rational appeals use facts and reasoning to persuade consumers to choose the product being discussed.
True
True or False: An emotional appeal uses imagery, copy, music or other tactics to appeal to a consumer's feelings about a product, service or issue at hand.
True
Television advertisements are an example of __________ communication.
One to all
True or False: One-to-all is the most effective and labor-intensive form of marketing communication.
false
If a brand's consumer has a low need for cognition, consumers are more likely to be persuaded by __________ framed messages.
negatively
A marketer acknowledging competing products in company messaging and share why his or her product is superior to that of the competition defines __________.
two sided communication
On TV, the commercials that have the best recall are shown __________ of a commercial break.
first in the sequence
The __________ is the creative glue that hooks the reader or viewer of an advertisement by trying to connect the brand to the consumer's wants and needs.
advertising appeal
True or False: Environmental noise occurs when the sender causes a disruption that makes it difficult for the consumer to process the message at hand.
false
While there are scores of advertising appeals for marketers to choose from, according to the chapter, one way of categorizing them and understanding the options is to examine both emotional and __________ appeals.
rational
Influences on Shopping and Post-purchase Processes
Consumer moods
Reference groups
Store environment
Internet
This is the manifestation of all the environmental and internal factors that impact a consumer's mood.
antecedent states
According to the chapter, when it comes to the shopping experience, consumers are increasingly opting for __________, speed and low cost above all other factors.
convenience
Which of the following is not presented in the chapter as a factor that influences a customer's holistic shopping experience?
the decision process
True or False: To a marketer, understanding the product usage process is as critical as understanding the product buying process.
true
This, according to the chapter, is a shift in consumer behavior that has left many traditional retailers scrambling.
that Millennial and Gen-Z customers are quick to explore and adopt new, online-only retail options
Online selling has changed the future of retail in a way that could not have been anticipated years ago by all of the following except
eliminating the need for an omni-channel environment
True or False: Retail environments are set up to encourage additional information processing that can often influence purchase choice.
true
true or false: Marketers should be cognizant that offering price reductions do not dilute their brand as price is an indicator of brand quality.
true
T/F While they elicit positive moods, strong website designs do not affect increases in repeat purchase and consumer loyalty.
false
T/F The increase in how digitally and tech savvy consumers are has eliminated the need for strong customer service.
false
The emotive tendency
a consumer's feelings toward a brand.
The evaluative tendency
refers to the consumers' assessment of a brand based on a set of criteria that helps the customer understand the value the brand drives
The behavioral tendency
all the actions of sourcing the right product, shopping for it, interacting with the in-store or online environment and consuming or using the product.
loyalty program
a structured system used to reward consumers in exchange for consumers acting in a certain way.
This is the consumers' assessment of a brand based on a set of criteria that helps the customer understand the value the brand drives.
evaluative tendency
This is a consumer's feelings toward a brand.
emotive tendency
True or False: Affiliates are companies that work together to aggregate information about various product options in a category.
false
True or False: The Net Promoter Score (NPS) is a measure of a customer's likelihood of purchasing a brand referred by a friend.
false
This is a structured system used to reward consumers in exchange for consumers acting in a certain way.
loyalty program
This, according to the chapter, is the intangible value proposition that separates one commodity product (or at least products within competitive, fragmented landscapes) from the next.
brand
True or False: Loyalty programs that drive purchase work best when they are highly targeted based on location, frequency or other relevant factors.
true
True or False: Activity time, visit frequency and core user actions are typically measured when considering Customer Loyalty Index (CLI).
false
True or False: Net Promoter Score (NPS), Customer Loyalty Index (CLI) and customer engagement numbers are all ways of measuring brand loyalty.
true
True or False: Brand loyalty increases customer acquisition costs.
false
This is a framework that provides companies with insight into consumers' perspective of a market category so game-changing innovation can be developed with that consumer perspective in mind.
demand-first innovation
True or False: Since it's clear that innovation is an imperative, it's easy for companies to define their innovation process and roadmap.
false
True or False: Creating a demand landscape begins with an understanding of consumer behavior.
true
In pursuing demand-first innovation and growth, __________ is the step of Erich Joachimsthaler's three-part framework with the goal to enable marketers and product managers to truly understand how their consumers live their lives apart from their current product and service offerings and in the context of their culture and their emotions (their fears, frustrations, passions, etc.).
create a demand landscape
In pursuing demand-first innovation and growth, __________ is the step of Erich Joachimsthaler's three-part framework that involves focusing attention on identifying the innovative opportunities that consumers can't name in a conversation with a company through traditional research.
reframe the opportunity space
In pursuing demand-first innovation and growth, __________ is the step of Erich Joachimsthaler's three-part framework typically requires organizational alignment outside of the marketing team to enable the company to change the very systems and processes that may have driven company profitability or success to date.
formulate a strategic blueprint
True or False: One of the reasons an observational research methodology is critical in the success of creating a demand-landscape is because there is truly a difference between what people say they prioritize and what they actually do.
true
True or False: Often, companies are limited to creating only incremental changes as whole-scale innovation is difficult given the regulatory environments that they are in.
true
A __________ is the measure of relative value of achieving goals, recognizing that at any given time it's likely consumers have multiple goals.
priority
True or False: One of the reasons focus groups are critical in the success of creating a demand-landscape is because there is truly a difference between what people say they prioritize and what they actually do.
false
Globalization is __________
the process of interaction and integration among the people of different cultures
Cross-cultural analysis is __________.
the process of understanding the extent to which consumers in multiple markets think and act differently
Acculturation is __________.
the process of driving cultural change, often the result of trying to convince consumers to adopt new products and services within an new environment
True or False: Consumers sometimes mistrust or resent international brands, seeing them as hurtful to the local culture.
true
__________ is a group identity shaped by shared knowledge, belief, law, morals, customs and many other factors, an all-encompassing, comprehensive concept that pervades all aspects of consumer behavior.
culture
True or False: Culture impacts biological needs (e.g., the need to eat, the need for shelter, etc.).
false
Which of the following is presented in the chapter as an option for marketers to choose from based on their decisions to customize products and/or communications strategies for international markets?
customizing both the product and its marketing communications approach for each market
leaving the product unchanged but customizing the communications strategy
changing the product itself but leaving its communications strategy unchanged
True or False: In consumer behavior terms, cross-cultural analysis means understanding the extent to which consumers in multiple markets think and act differently.
true
True or False: In markets where interdependence is more important than independence, marketers may choose to focus their communications on messages that portray individual achievement.
false
True or False: Cultures provide boundaries that tend to impact consumer behavior.
true
The Focus of Marketing Regulations
• Privacy
• Information accuracy
• Product issues
• Marketing to children
Federal Trade Commission (FTC)
established to enforce the Federal Trade Commission Act, which prohibits "unfair or deceptive acts or practices in commerce."
Food and Drug Administration (FDA)
responsible for ensuring the safety and efficacy of medications, medical products, and medical devices as well as for regulating the manufacturing and marketing of tobacco.
Consumer Product Safety Commission (CPSC)
protects consumers from injury or death associated with the use of the products that the agency regulates.
Environmental Protection Agency (EPA)
EPA writes regulations to enforce environmental laws to ensure that the US has clean air, land, and water. In addition, the EPA works with states to reduce environmental risks, conserve natural resources and clean up contaminated land and toxic sites
According to the chapter, marketers are impacted by regulators who are pursuing two simultaneous missions: __________.
protecting consumers and protecting businesses
True or False: The Facebook-Cambridge Analytica data scandal involved heated discussion on the ethical standards for social media companies and a call for regulation to protect consumers.
true
Which of the following is not listed in the chapter as a critical issue regulators focus on?
price matching
This organization has legal authority to create and enforce legislation to prohibit unfair or deceptive practices.
Federal Trade Commission (FTC)
In a report completed by VPNGeeks, ________ of survey respondents mentioned they worry about online security.
82%
True or False: In February of 2018, the U.S. Consumer Product Safety Commission (CPSC), the Department of Health of Canada (Health Canada) and the Consumer Protection Federal Agency of the United Mexican States (PROFECO) signed an agreement to formalize a relationship to cooperate and share product safety best practices and improvement opportunities.
True
True or False: Consider marketers creating claims about a new car — marketers will often focus on creating messaging that shares that the car is aligned with CPSC standards in order to demonstrate that the car is environmentally friendly.
False
Much of the legislation that regulators focus on when considering how businesses market to children was developed based on theories of children's consumer behavior, particularly in the space of __________.
information processing
True or False: FTC Endorsement Guides state that marketers need to ensure their paid influencers are truly users of the products but that marketers do not have to prove that their paid influencers have a positive perception of endorsed products.
False
True or False: NCSA is sweeping legislation enacted by the European Union with the goal of protecting EU citizens from privacy and data breaches in our increasingly connected digital world.
Faflse
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