consumer behavior - NTNU an der TU München

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Lerne jetzt mit Karteikarten und Zusammenfassungen für den Kurs consumer behavior - NTNU an der TU München.

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

Regarding the consumer's interpretation of a message, the expression "Halo effect" is used. Explain.

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

Define the "Sleeper effect".

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

What is meant by «Country of Origine»?

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

There are several factors that contribute to the interest of consumer behavior. Name at least three.

(Chap 1, 22)

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

When performing a marketing research program, it's important to know how important different variables are for the customer. You of course can ask a direct question, but that has some disadvantages. What disadvantages? Are there other methods to find out of the importance?

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

The textbook is listing five steps in the consumer decision making. What five steps? (Chap 4, 7)

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

What are the Central route to persuasion and the Peripheral route to persuasion? Explain.


(DELETED ?!)

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

Why do we need knowledge about consumer behavior?

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

One of these categories is the Innovators. They seem to have something in common. Explain.


(related to Adopter categories)

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

What kind of analysis can be performed when this scale is used?


(doesn't really make sense, probably missing a scale here)

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

There are always risks involved when buying a product. What kind of risks?

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

One of the Emotional Advertising Appeals in advertising is «Abrasive advertising». Explain.

Beispielhafte Karteikarten für consumer behavior - NTNU an der TU München auf StudySmarter:

consumer behavior - NTNU

Regarding the consumer's interpretation of a message, the expression "Halo effect" is used. Explain.

  • part of the interpretation aspect (of the 3 aspects of perception)
  • consumers perceive and evaluate multiple objects based on just one dimension
  • used in licensing of names
  • important with spokesperson choice

Halo effect:

first experience with someone is positive 

→ positive perception about development

⇒ something that is spreading & radiating out for good and bad

google definition:

  • halo effect is a type of cognitive bias 
  • overall impression of a person influences feelings and thoughts about their character
  • tl;dr: your overall impression of a person („He is nice!“) impacts your evaluations of that person’s specific traits („He is also smart!“).

consumer behavior - NTNU

Define the "Sleeper effect".

The idea that both positive and negative credibility effects tend to disappear after a period of time.

book definition:

„The tendency for persuasive communications to lose the impact of source credibility over time (i.e. the influence of a message from a high-credibility source tends to decrease over time; the influence of a message from a low-credibility source tends to increase over time).“

consumer behavior - NTNU

What is meant by «Country of Origine»?

positive:

  • many consumer may take a products country of origin into consideration
  • country-of-origin commonly (examples):
    • France: wine, fashion, perfume 
    • Italy: pasta, designer clothes, furniture, shoes, sports cars
    • Japan: cameras, consumer electronics
    • Germany: cars, tools, machinery
    • Switzerland: chocolate

negative:

  • some consumers have animosity towards a country
  • examples:
    • people’s republic of China has some animosity towards Japan
    • Jewish consumers avoid German products
    • New Zealand & Australian consumers boycotting French products

consumer behavior - NTNU

There are several factors that contribute to the interest of consumer behavior. Name at least three.

(Chap 1, 22)

  • how do individuals make decisions to spend their resources (time, money, effort)
  • when? where? why? how and how often (purchases and use)? 
  • how do individuals dispose if their once-new purchases 
    • store, sell, throw away, rent, lend?
  • factors that contributed to the growing interest in consumer behaviour
    • accelerated rate of new product development
    • consumer movement
    • public policy concerns
    • environmental concerns
    • the opening of national markets throughout the world


consumer behavior - NTNU

When performing a marketing research program, it's important to know how important different variables are for the customer. You of course can ask a direct question, but that has some disadvantages. What disadvantages? Are there other methods to find out of the importance?

a disguised questionnaire sometimes yields more truthful answers and avoids responses that respondents may think are expected or sought

  • open-ended questions (requiring answers in the respondent’s own words)
    • more insightful information
    • ⚠︎ more difficult to code and to analyse
  • closed-ended (the respondent merely ticks the appropriate answer from a list of options)
    • relatively simple to tabulate and analyse
    • ⚠︎ answers are limited to the alternative responses provided (i.e. to the existing insights of the questionnaire designer)

consumer behavior - NTNU

The textbook is listing five steps in the consumer decision making. What five steps? (Chap 4, 7)

consumer’s decision making process:

  1. need recognition (what do they need/ want?)
  2. pre-purchase search (awareness of various product choices, their information-gathering)
  3. evaluation of alternatives
  4. purchase behavior (trial purchase, repeat purchase, long-term commitment purchase)
  5. post-purchase evaluation
    1. performance matches expectation → neutral feeling
    2. performance exceeds expectations (positive disconfirmation of expectations) → satisfaction
    3. performance below expectations (negative disconfirmation of expectations) → dissatisfaction

1-3 are affected by internal influences: psychological field

  1. motivation

  2. perception

  3. learning

  4. personality

  5. attitudes

consumer decision making (book definition):

„The process of making purchase decisions based on cognitive and emotional influences such as impulse, family, friends, advertisers, role models, moods and situations that influence a purchase.“

consumer behavior - NTNU

What are the Central route to persuasion and the Peripheral route to persuasion? Explain.


(DELETED ?!)

central route to persuasion:

  • for high involvement purchases
  • requires cognitive processing

peripheral route to persuasion:

  • low involvement
  • consumer less motivated to think
  • learning through repetition, visual cues, and holistic perception

book definition:

„A promotional theory that proposes that highly involved consumers are best reached through advertisements that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).“

  • illustrate the concepts of extensive and limited problem-solving for high- and low-involvement purchase situations
  • major premise: consumers are more likely to evaluate carefully the merits and weaknesses of a product when the purchase is of high relevance to them
  • high likelihood of very limited information search and evaluation for purchases with little relevance/ importance
  • high involvement purchases: central route to persuasion (requires considered thought and cognitive processing) likely to be the most effective marketing strategy
  • low-involvement purchases: peripheral route to persuasion likely to be more effective

    • learning more likely to occur through repetition, passive processing of visual cues and holistic perception

consumer behavior - NTNU

Why do we need knowledge about consumer behavior?

Definition Consumer Behavior (book):

The Behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products, services and ideas.

Consumer Behavior

  • without demand, no company is of any value
  • the winners know who their customers are, what they want and why
  • the winners also have the capability to adjust according to changes in the marketplace
  • knowledge about customers is necessary to make profit by selling products the customers want, to a price they are willing to accept 
  • addresses how we think, feel and act when making decisions as consumers
    • emotions and cognitions
  • inspired by psychology, sociology, economics, anthropology
  • frequently considered as one of the most interesting courses because it is about us (we are all consumers!)
  • how do consumers make decisions to spend their resources (time, money, effort)
    • what they buy
    • why they buy
    • when they buy
    • where they buy it
    • how often they buy it
    • how often they use it
  • how consumers dispose of their purchases
    • do they store it, throw it away, sell it, rent it, lend it out
  • content
    • needs & motives
    • perception & personality
    • learning
    • attitudes & attitude change
    • communication
    • Adoption & diffusion
    • decision processes
    • reference groups, decisions in families
    • culture & social class

consumer behavior - NTNU

One of these categories is the Innovators. They seem to have something in common. Explain.


(related to Adopter categories)

Innovators (2.5% of the population) 

  • venturesome
  • very eager to try new ideas
  • acceptable if risk is daring
  • more cosmopolite social relationships
  • communicates with other innovators

‼️ Innovators are the first to adopt a new product / technology; they are the 1st out of 5 adopter categories.

Issues in Profiling Innovators: are there generalized consumer innovators?

  • defining the consumer innovators, interest in the product category
  • the Innovator is an opinion leader
  • personality traits, media habits
  • social characteristics, demographic characteristics

consumer behavior - NTNU

What kind of analysis can be performed when this scale is used?


(doesn't really make sense, probably missing a scale here)

check lecture slides!!

consumer behavior - NTNU

There are always risks involved when buying a product. What kind of risks?

Q&A session answer:

  • financial risks
  • social risks: buying something that others think is stupid & they will judge because of it

lecture slides: perceived risk

  • the degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision
  • types
    • functional risk
    • physical risk
    • financial risk
    • psychological risk
    • time risk

consumer behavior - NTNU

One of the Emotional Advertising Appeals in advertising is «Abrasive advertising». Explain.

Emotional Advertisement Appeals:

  • fear
  • humor
  • abrasive advertising
  • sex in advertising
  • audience participation

Abrasive Advertising:

Advertising that is aggressive and people do not get anything out of it.

Google:

Annoying and unpleasant advertisements. 

  • can be very effective 
  • Research shows that the abrasiveness of a commercial that uses this type of appeal will wear out over time BUT the brand name will remain in consumers’ memories
Gradient

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