Lernkarten

Karten 91 Karten
Lernende 4 Lernende
Sprache English
Stufe Grundschule
Erstellt / Aktualisiert 06.12.2012 / 17.03.2015
Lizenzierung Kein Urheberrechtsschutz (CC0)
Weblink
Einbinden
0 Exakte Antworten 91 Text Antworten 0 Multiple Choice Antworten
Fenster schliessen

The Process of Consumer Decision Making

Decision Making Process

Problem Recognition -> Information Search -> Alternative Evaluation -> Purchase Decision -> Postpurchase Evaluation

Psychological Mechanisms

Motivation -> Perception -> Attitude Formation -> Integration -> Learning

Fenster schliessen

Sources of Problem Recognition

Out of stock

Dissatisfaction

New need

Related products

New products

Marketer-induced

Fenster schliessen

Maslows Hierachy of Needs

Selfactualization needs (selfdevelopment and realization)

Esteem needs (self-esteem, recognition, status)

Social needs (sense of belonging, love)

Safety needs (security, protection)

Physiological needs (hunger, thirst)

Fenster schliessen

General Need Theory

Functional

Social: Modeling, Support

Nonsocial: Safety, Order, Physical well being

Symbolic

Social: Status, Affiliation, Belonging, Achievement

Nonsocial: Self-determination, Individuality

Hedonic

Social: Reinforcment, Relationship, Sex

Nonsocial: Sensory stimulation, cognitive stimulation, novelty

Fenster schliessen

Cosumer Needs...

..are dynamic

..exist in hierarchy

..internally or externally aroused

..can conflict

Approach-Avoidance

Approach-Approach

Avoidance-Avoidance

Fenster schliessen

What is Motivation ?

..an inner state of arousal that provides energy needed to achieve a goal.

Fenster schliessen

Motivation driven by...

Fundamental Drivers: Affect, Physiological Drivers

Cognitive Process: Goal Orientation, Alternative Actions

Fenster schliessen

Outcomes of Motivation

High effort behavior

High-effort information processing and decision making

Motivated reasoning

Felt involvement

Enduring

Situational

Cognitive

Affective

Response

Fenster schliessen

Objects of involvement

Product categories

Experiences

Brands

Ads

Medium

Particular show/article

Fenster schliessen

How Can a Firm Measure Consumers’ Involvement in a Product Category?

with scales

Fenster schliessen

External Information Search

Personal sources

Marketer-controlled

Public

Personal experience

Fenster schliessen

What is Perception

..the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.

Fenster schliessen

A conceptual framework of sensory marketing

see slide

Fenster schliessen

The selective perception process

Selective Exposure -> Selective Attention -> Selective Comprehension -> Selective Retention

Fenster schliessen

Brand consideration

Inept set

Inert set

Consideration set

Fenster schliessen

Evaluative Criteria

Attributes

Functional consequences

Psychosocial consequences

Values

Fenster schliessen

Attitude Change Strategies

Increase belief rating

Increase weight importance

Adding new attribute

Change belief ratings for competing brand(s)

Fenster schliessen

What is perceived risk ?

..the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering.

Fenster schliessen

Types of Risk

Functional

Financial

Temporal

Physical

Psychological

Social

Sensory

Fenster schliessen

Causes of Risk

Lack of information

Newness

High price

Social norms and conventions

Complex technology

Fenster schliessen

Subjective Bias

Confirmation bias

Self-positivity bias

Negativity bias

Mood bias

Fenster schliessen

Multiattribute Expectancy-Value Model: The Theory of Reasoned Action

see slide 43 in review

Fenster schliessen

Heuristics

Brand

“Affect referral” decision rule

Price

Country of origin

Product version

Familiarity

Exposure

Product design

Fenster schliessen

Antecedents and Outcomes of Customer Satisfaction

see slide 46 in review

Fenster schliessen

Theories of Learning

Behavioral learning theory

S-R paradigm

Classical conditioning

Operant conditioning (i.e., instrumental conditioning)

Cognitive learning theory

S-O-R paradigm

Fenster schliessen

Operant Conditioning & Shaping Procedures

Terminal Goal: Repeat Purchase Behavior

Approximation Sequence: Induce product trial -> Induce purchase with little financial obligation -> Induce purchase with moderate obligation

Shaping Procedure: Free samples distributed; large discount coupon -> Discount coupon prompts purchase with little cost; coupon good for small discount on next purchae enclosed -> Small discount coupon prompts purchase with moderate cost -> Purchase occurs without coupon assistance

Reinforcement Applied: Product Performance; coupon -> Product performance, coupon -> Product Performance -> Product Performance

Fenster schliessen

Cognitive Learning Theory

Goal -> Purposive Behavior -> Insight -> Goal Achievement

Fenster schliessen

A Model of the Communication Process

see slide 60 in review

Fenster schliessen

Message & Channel

Message

Message content (i.e., information / meaning conveyed)

Outcome of creative strategy task (see section 4 Communication Development)

Message appeal (i.e., overall communication approach, e.g., emotional)

Outcome of creative strategy task

Message structure (i.e., the way the message is communicated, e.g., verbal vs. visual)

Outcome of creative strategy task

Message appearance (i.e., how content is presented, e.g., design of a print ad)

Overall outcome of creative execution task

Channel

Personally delivered vs. non-personally derived

Marketing based vs. non-marketing based

Communication Channel Strategy

Push

Directed at distributors (e.g., via sales force, trade promotion incentives)

Low brand loyalty within category

Brand choice made on site (e.g., stores)

Impulse items

Pull

Directed at consumers (e.g., via TV advertising)

High brand loyalty within category

High involvement within category

Fenster schliessen

Response Models: Explanations of Consumer Persuasion

Traditional response hierarchy models

AIDA model

Hierarchy of effects model

Innovation adoption model

Information processing model

Alternative response hierarchy classification

Standard learning hierarchy

Dissonance/attribution hierarchy

Low-Involvement hierarchy

Foote, Cone, & Belding (FCB) Grid

Cognitive response models

Dual-Mediation Hypotheses

Mere exposure

Elaboration likelihood model