Ø W1-W5 Lecture Notes Ø 题库
Consumer behavior
the totality of decisions about the consumption of an offering by decision-making units over time.
– The totality of decisions
Copyright By PowCoder代写 加微信 powcoder
a whole range of decisions such as:
– About the consumption
ü There are lots of different modes of acquisition.
ü Types of usages/consumptions, and preferences of disposing of a good
service once consumption is finished.
– Of an offering
领航名师 Beata老师
products, non-tangible offerings, other offerings include:
Products: tangible products such a computer, mobile phone or automobile Services: going to the barber or mechanic to service your car
Activities: donating to charity
People: voting for politicians or streaming TV shows featuring certain actors Ideas: reading books by certain authors or using mobile phone apps
– By decision-making units
ü not just about a single individual
ü our behavior is largely affected by those around us
Example: Sometimes we are aware of these sources of influences such as a parent warning you to “be careful not to drink too much when you go out”. Sometimes we are not aware of the influence, such as our natural tendency to ‘conform’ and buy similar brands to our friends and even dress alike!
– Over time
Consumption takes place over time.
Example: purchasing a bottle of milk requires the consumer to check the expiry date on the package.
Reflecting definition
Experiences: going to a music concert, a live sporting event or visiting the
dentist for a check-up
领航名师 Beata老师
2. What affects consumer behavior
A consumer’s behavior is largely affected by their Motivation, Ability and Opportunity (“MAO”).
1) Motivation
1.1) Types of risk
1.2) Motivational direction
2 Motivation may be positive or negative in direction.
2 Positive motivation: Individuals may feel a desire to approach some object
or goal. (e.g., Individuals may join a gym to satisfy a weight loss goal.)
2 Negative motivation: Individuals may also feel a desire to avoid some object or goal. (e.g., A consumer may avoid motorcycle transport to fulfill
a safety need or avoid eating chocolate cake to fulfill a diet goal.)
1.3) Consequences of motivation
2 More willing to invest a lot of time and effort in processing information,
making decisions, and taking action.
2 Evokes the psychological state of involvement (Often situational or can be
enduring). Under a state of high involvement, the consumer is more interested in the offering (or activity, decision), More involved in the process of acquiring/using/disposing, and more willing to process
领航名师 Beata老师
communicated information about the offering.
2) Ability
the extent to which consumers have the necessary resources to act and make the outcome happen / to process information and engage in buying, using and disposition.
2.1) Types of resources
3) Opportunity
ü lack of time
ü distraction
ü the complexity, amount, repetition, and control of information.
3.1) Form of lack of time and marketing implication
even when motivation and ability are high, someone may not take action or make
a decision because of:
领航名师 Beata老师
3.2) Form of distraction and marketing implication
3.3) Form of the control of information, and marketing implication
3. Maslow’s hierarchy of needs
There are 5 categories of needs which are prioritized in a hierarchy.
— psychologist
– A need is an internal state of tension triggered by a discrepancy between one’s current state and one’s desired state.
领航名师 Beata老师
Characteristics of needs
– Needs can exist in hierarchy
e.g., Maslow’s Hierarchy. Although several needs be activated at any one time, some assume more than others. You may experience a need to eat during an exam, but your need for achievement may assume a higher priority, so you stay to finish test.
– Needs are never permanently satisfied
e.g., if I am hungry and eat a sandwich for lunch to appease my hunger, this effect will
only be temporary. I will soon be hungry again.
– Needs can be internally or externally activated
e.g., I might realize I am hungry because I smell delicious food while walking past a bakery (external activation). Or I might feel and hear my stomach grumbling (internal activation).
– Needs can conflict
e.g., a common type of conflict is an approach-avoidance conflict where the consumer wants to both engage and avoid an act of consumption because it fulfils one need but fails to satisfy another need. For example, a consumer might be tempted to go out and have lots of drinks to have a good time with their friends (fulfils a social need), but over-consuming alcohol is incompatible with a safety (health) need
Marketing examples for different levels of needs
ü Psychological needs
领航名师 Beata老师
ü Social needs
ü Ego needs
ü Self-actualization
Maslow noted that only 1 in a hundred people become fully self-actualized.
Examples include Humanitarians such as Mother Teresa and .
领航名师 Beata老师
1. Consumer behavior is the totality of consumers’ decisions with respect to the acquisition,
consumption, and disposition of goods, services, time, and ideas by human decision-
making units over time.
a. True b. False
2. Buying represents one type of acquisition behavior.
a. True b. False
3. Disposition is the process by which a consumer uses an offering.
a. True b. False
4. When motivation, ability, and/or opportunity (MAO) is high, consumers like a brand less
when it features a celebrity endorser who also endorses lots of other products.
a. True b. False
5. _____ refers to the extent to which buying, using, or disposing of an offering is
perceived to have the potential to harm one’s safety.
a. social risk
b. Uncertainty risk c. Time risk
d. Physical risk
e. Performance risk
6. According to Maslow’s theory, _____ is the need for self-fulfillment and enriching
experiences.
a. egoistic involvement b. self-contentment
c. societal need
d. physiological need e. self-actualization
7. Ellen is driving down the road with the car’s radio on. An ad for a new store is being
aired as Ellen maneuvers through heavy traffic. Although Ellen enjoys shopping and is
always interested in new stores, she pays more attention to her driving than the ad. In this
scenario, Ellen has limited _____ to pay attention to the ad.
a. reasoning
b. ability
c. opportunity
d. felt involvement e. cognitive capacity
8. Vactin Corp., an apparel store, wants to create an air of mystery around its products. To
advertise the store, it puts up billboards with the message “Would you like to know what
is in store for you?” on a white background. This advertisement is an example of:
a. using humor in advertising.
b. an infomercial.
c. reversal of figure and ground principle. d. preference for the whole principle.
e. making stimuli personally relevant.
领航名师 Beata老师
1. Exposure
Exposure is the process by which consumers come into physical contact with a stimulus (e.g., ads, salespeople, packages, signs, WOM, prices, brand symbols).
1) Factors affecting exposure
– consumer’s field of vision:
the area a person can see when their eyes are fixed in one position
2) Marketing implication for increasing exposure
– marketers need to consider the position and placement of the stimuli, along with the distribution of the stimuli.
E.g., brands pay millions of dollars (approx. $5.1 – $5.3 million) for a 30- second commercial during the Super Bowl because of the broad exposure it provides!
– product distribution and shelf placement affect consumers’ exposure to brands and packages.
The more stores carry the product and brand, the higher the likelihood consumers will encounter it. Likewise, the product’s location (eye-level) or the amount of shelf space allocated to it can increase exposure to a product.
3) Selective exposure
– Consumers controls what marketing stimuli they are exposed to.
– Consumers can and do actively seek out certain stimuli and avoid or resist
Zipping 快速移动- Fast-forwarding through commercial on a program recorded earlier.
Zapping 快速更换频道- Use of a control to switch channels during commercial breaks
2. Attention
the process by which an individual allocates part of his or her mental activity to a stimulus.
1) Features of attention
领航名师 Beata老师
– Attention is a limited resource
fixed amount that must be allocated according to need.
– Attention is selective
We choose what to focus on at any given time. We attend to some things at the
expense of others.
– Attention can be divided
we allocate our resources to one task and some to another task. Sometimes we rapidly switch our attention between tasks.
2) How can marketers attract and try to keep consumers attention?
– Make a stimulus personally relevant
individual needs, values, emotions, and their goals
– Make the stimuli pleasant
using attractive models, familiar and catchy thoughts, humor in the ads they
are offering
– Make the stimuli surprising
use novelty and unexpectedness, or include interesting puzzles and visual
rhymes, metaphors, puns that require resolution
– Make the stimuli easy to process
消费者更容易注意到较大或较长的广告而不是较小或较短的广告
concrete stimuli can be more easily processed
3) Habituation
marketers can’t always hold the consumer’s attention. Consumers become habituated to advertisements, packages, service standards and other marketing stimuli.
3.1) What is Habituation (多种定义)
– Habituation is a gradual decrease in responsiveness to a stimulus after repeated
exposure to that stimulus.
– An individual learns to stop responding.
领航名师 Beata老师
– Habituation is a learned adaption to the repeated presentation of a stimulus, not a reduction in sensory or motor ability.
3. Perception
1) Perception occurs when stimuli are registered by one of our five senses:
sight plays a pivotal role in influencing purchasing decisions:
2 using colors for their psychological triggers to leverage lighting 2 playing with contrasting heights
2 The music you play in your retail store has a profound but subtle effect on how your shoppers behave.
2 Depending on who you are targeting, you can slow shoppers down by playing more mellow music or hurry shoppers up with upbeat tunes.
2 Tasting products before shoppers buy is the equivalent of letting consumers try on clothes.
2 Give your shoppers the opportunity to sample goods before they buy, especially if you are in the business of selling consumables.
2 Smell is a powerful human sense that controls both emotion and memory – two very prominent factors behind why shoppers choose one brand over another.
2 Scented candles or diffusers can generate smells easily.
2 One of the biggest competitive advantages physical stores have over online stores is the ability for shoppers to touch, feel and try on items.
2 Use tactile experiences to your advantage by making sure all items on display are easily reachable.
2) When do we perceive stimulus?
We perceive stimuli when it falls within our absolute threshold of detection and when there is a just noticeable difference (also differential threshold).
2.1) What is absolute threshold and J.N.D
– absolute threshold
the point at which we can detect the difference between “something” and “nothing”
– The just noticeable difference (J.N.D) (also differential threshold)
The intensity difference needed between two stimuli before people can perceive that the stimuli are different (J.N.D). In other words, it is the amount something must be changed for a difference to be noticeable.
2.2) Marketing implications
领航名师 Beata老师
– Concealing negative changes.
e.g., reduce the product size, increase the price, reduce product quality to cut costs. Ensure the negative change can stay “under-the radar” and consumers will not notice this unfavorable difference.
– Highlighting positive changes.
Marketers need to ensure that this positive change is big enough to be detected by consumers but that the brand is still recognizable. Brands sometimes change their packaging logo to keep consumers interested and to prevent boredom.
E.g., BP’s change of logo to promote a more environmentally friendly brand image; the 10% upsize of Cadbury chocolate bars
3) How do we perceive stimuli?
We do not experience each stimulus from the environment as a discrete and isolated sensation. Instead, we organize and integrate it in the context of other things around it. This process is called perceptual organization 知觉组织, and involves a higher order, more meaningful level of processing.
– Figure and ground
we interpret incoming stimuli in contrast to a background. The figure is in the forefront-solid and well-defined, whereas the ground is indefinite, hazy, and continuous. One part of a stimulus will dominate (the figure) and other parts will recede into the background (the ground).
– Principle of Closure
People like to organize their perceptions so that they form a meaningful whole (or a complete picture), they look for closure.
领航名师 Beata老师
– Principle of Grouping
People group stimuli automatically to form a unified picture or impression – this makes it easier to process. Organize stimuli into “chunks (组块)” rather than discrete bits of information – helps memory and recall. (we might organize all the black blocks into a dog.)
– Principle of Preference for the whole.
People perceive more value in the whole of something rather than its individual parts.
Subliminal perception 潜意识知觉
– It is based on the idea that people can perceive stimuli without being consciously
aware of the stimuli.
– Marketers can hide images or subtly insert coded messages in a standard ad to try
to affect the consumers’ behavior (without the consumer even realizing they have seen the hidden message.)
4. Comprehension
1) Takeaways of some definition
– Comprehension involves interpreting and giving meaning to the message the consumer perceives considering their prior knowledge.
– Comprehension is affected by MAO. Consumers may miscomprehend a message
领航名师 Beata老师
when motivation is low or they are distracted (opportunity is low). Miscomprehension is reduced as the consumer’s expertise and experience increases.
2) Questions marketers should consider (marketing implications)
– The market message has been interpreted as it was intended to be? (Objective comprehension.)
– Has the consumer attached their own different or additional meanings to the message? (Subjective comprehension)
– Has the information been incorrectly constructed and interpreted? (Miscomprehension occurs when the consumer’s subjective comprehension is wrong.)
3) Comprehension is affected if marketers make misleading claims.
– ‘Gives you energy’, ‘high in energy’ — high in kilojoules “With this one, it basically
means the food is high in kilojoules, and usually that’s because it’s got a lot of sugar in it,” McAleese said. “The problem here is that in the English language, we use the word ‘energy’ to mean ‘full of beans’ or ‘life’, but we also use that word to describe kilojoules or calories in food. So, there’s a bit of confusion about how that word is used on food labels.”
– ‘Toasted’, ‘crunch’, ‘clusters’ — contains added fat or oil “These are three words that basically mean the same thing, but the label is used on various foods,” McAleese told HuffPost Australia. “It’s really another way of saying there is added fat or oil in the product. It sounds better to say ‘toasted’, ‘crunch’ or ‘clusters’.”
1. The position of an ad within a medium does not affect consumers’ exposure to the ad.
a. True b. False
2. Consumers control their exposure to marketing stimuli.
a. True b. False
3. Attention is unlimited and cannot be divided.
a. True b. False
4. The absolute threshold is the intensity difference needed between two stimuli before they
are perceived to be different.
a. True b. False
5. Trisni Candies recently changed the size of its candy bars. Consumers noticed the change
in the candy bars’ size as soon as the new batch of candy bars were supplied to the
market. In this scenario, the consumers noticed the change in the size of the candy bars
a. they are habituated to the new candy bars.
b. they are engaged in preattentive processing.
c. the difference in the level of stimulus intensity is below their absolute threshold.
领航名师 Beata老师
d. the differential threshold of their visual perception has been crossed. e. the difference in size is below the just noticeable difference.
6. The process by which a stimulus loses its attention-getting abilities by virtue of its
familiarity is known as _____.
a. habituation
b. comprehension
c. perception
d. gaining exposure e. sensory marketing
7. Hesgrove Automobiles is a well-known car manufacturer. In one of its ads, its latest car
is shown in a variety of locales, illustrating its ability to function on all terrains. The car
is the focal point of attention, and the locales are relatively unnoticeable. In this case, the
ad uses the principle of _____.
a. preference for the whole b. preattentive processing c. zipping
d. figure and ground
e. grouping
8. Canis Inc., a market research firm, conducts a research study for Fresnas Inc., an
automobile manufacturer. Canis Inc.’s research indicates that the minimum price increase
needed for consumers to notice a change in price is $200. This minimum price increase is
an example of _____.
a. preattentive processing b. nonfocal attention
c. subliminal perception d. differential threshold e. selective exposure
W3 全是与记忆相关的 4 个方面，总起概念:memory 2 Memory
The persistence of learning over time, via the storage and retrieving of information, either
consciously or unconsciously. The first stage is Encoding, the second stage is Storing, and
the final stage is Retrieval
领航名师 Beata老师
1. Encoding
Encoding is the INPUT of information into the memory system. Encoding is the initial stage of perceiving, registering, and processing information
1) How do we input information into our memory system?
2 Visually (形象化地) – You might look at the number and create a “mental picture”
of it in our mind.
2 Acoustically (听觉上地) – You might say the number to yourself a couple of times
as you reach for your phone to record it.
2 Semantically (语义地) – You might try to give some meaning to the phone number.
For example, the first part may be similar to your own number. Words used in self- talk give meaning to number.
2. Storing
Keeping information. (Once information has been registered and processed by the brain, it has to be kept in good shape (stored or maintained) so it can be remembered easily later.)
1) Different ways info is stored in memory:
types of memory
2) Sensory memory:
short-term memory long-term memory
sensory memory working memory
the initial process of storing information that is perceived through our senses.
2.1) Features:
l retains a brief impression (like an echo)
l lasts for a very short period of time (fades away in less than a second)
l it is being replaced constantly as our senses work continuously to help us make
sense of our environments.
2.2) Types:
l iconic memory (visual, picture) 图像记忆 l echoic memory (auditory sound) 声像记忆 l olfactory memory (smell) 嗅觉记忆
领航名师 Beata老师
3) Working memory:
两种定义 (意义一样，说法不同)
– the part of memory that allows us to temporarily hold information in our
mind for a short period of time (that’s the memory part) in order to be able to use that information to carry out a task or to do something with it (that’s the working part).
– the portion of memory where we “encode” or interpret incoming information and keep it available for further processing.
3.1) How it works:
Remember what the other person said so that you can hold a conversation with them Follow the steps to a recipe (!” > #$%&'()
Conduct mental arithmetic (心算)
Follow instructions to perform a day-to-day task
3.2) Poor working memory Example:
l You plan to do some work at home, but you forget to bring needed items with you. l You have to rer
程序代写 CS代考 加微信: powcoder QQ: 1823890830 Email: powcoder@163.com