VS. Albany River Rats October 16th & 17th games start @ 7:30 This Weekend: Tickets $9, $12, $15.
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Transcript of VS. Albany River Rats October 16th & 17th games start @ 7:30 This Weekend: Tickets $9, $12, $15.
VS.
Albany Albany River RatsRiver Rats
October 16th & 17thOctober 16th & 17th
games start @ 7:30games start @ 7:30
This Weekend:This Weekend:
Tickets $9, $12, $15Tickets $9, $12, $15
Consumer Behavior Consumer Behavior Issues on the InternetIssues on the Internet
Marketing Strategy
. . . a plan designed to influence exchanges to achieve organizational objectives. Accomplished by developing and presenting marketing mixes directed at selected target markets.
Marketing Strategy
• Marketing strategies create marketing stimuli (products, advertisements, distribution points, ...) in the consumer’s environments in order to influence their affect, cognition, and behavior.
• Marketing strategies influence and are influenced by affect and cognition, behavior, and the environment.
The Wheel of Consumer Analysis
Aff
ect a
nd C
ogni
tion B
ehavior
Environment
MarketingStrategy
Affect and Cognition
. . . two types of internal, psychological responses that consumers may have to environmental stimuli and events.
Affect (feelings) and Cognition (thinking)
Behavior
. . . the overt acts or actions of consumers that can be directly observed.
•behavior deals with what consumers actually do
Environment
• . . . the complex of physical and social stimuli in the external world of consumers.
Aspects of the Environment
The Social Environment
The Physical Environment
The Social Enviroment
• The Social Environment - includes all social interactions between and among people– Macro - the indirect and vicarious social interactions
among very large groups of people. • Culture
• Subculture
• Social Class
– Micro - face-to-face social interactions among smaller groups of people.
• Families
• Reference groups
Flows of Influence in Social Environment
OrganizationsReference
GroupsFamily Media
Individual Consumer
Culture
Subcuture
Social Class
The Physical Environment• time
– time of day
– day of week
– season of year
• weather– winter products vs. summer products
• lighting
• What else????– smells, sounds, ...
Generic Consumer Situations
Marketers study situations that are experienced by large numbers of consumers. These 5 are relevant for most products:
• Information Acquisition Situations
• Shopping Situations
• Purchasing Situations
• Consumption Situations
• Disposition Situations
Generic Consumer Situations• Information Acquisition Situations - Includes
physical and social aspects of environments where consumers acquire information relevant to a problem-solving goal, such as a store choice or a decision to buy a particular brand
• Shopping Situations - The physical and spatial characteristics of the environments where consumers shop for products and services.
• Purchasing Situations - Includes the physical and social stimuli that are present in the environment where the consumer actually makes the purchase.
Generic Consumer Situations
• Consumption Situations - The social and physical factors present in the environments where consumers actually use and consume the products and services they have obtained.
• Disposition Situations - The physical and social aspects of the environments in which consumers dispose of products, as well as consumers’ goals, values, beliefs, feelings, and behaviors while in those environments.
Content of Culture
• All the beliefs, attitudes, goals and values shared by most people in a society, as well as the typical behaviors, rules, customs and norms that most people follow, plus characteristic aspects of the physical and social environment.
• Look at the Lifestyles and Values of the society within which the person is immersed.
Affect and CognitionAffect and Cognition
Affect Defined
Affect = feeling responses
• Related to affection
• Includes:– Emotions– Moods– Feelings– Evaluations
Types of Affective Responses
Type of Affective Response
Level of Physiological Arousal
Intensity or Strength of Feeling
Examples of Positive and Negative Affect
Emotions
Specific Feelings
Moods
Evaluations
Higher arousal and activation
Lower arousal and activation
Stronger
Weaker
• Joy, love• Fear, guilt, anger
• Appreciation, satisfaction• Disgust, sadness
• Like, good, favorable• Dislike, bad, unfavorable
• Alert, relaxed, calm• Blue, listless, bored
Cognition Defined
Cognition = thinking responses• Includes:
– Knowledge– Meanings– Beliefs
ENVIRONMENT
AffectiveResponses
•Emotions•Feelings•Moods•Evaluations
COGNITIONAFFECT
CognitiveResponses
•Knowledge•Meanings•Beliefs
Aspects of Consumer Decision Making
• Activation - the process by which product knowledge is retrieved from memory and used in interpreting and integrating information
• Spreading Activation - Activation of one meaning spreads into other associated concepts.
• Capacity Limits - there is a limit on the amount of information that the human brain can process at once.
MotivationMotivation
Maslow’s Hierarchy of Needs
•Self-Actualization
•Esteem•Belongingness
•Safety•Physiological
Maslow’s Hierarchy of NeedsEducation, artistic
endeavors
Autos, Jewelry, Paintings
Clubs, Cigarettes
Tires, Smoke Alarms, Condoms
Clothing, Shelter
Operant ConditioningOperationPerformed afterbehavior
Name Effect
Presents positiveconsequences
Positivereinforcement
Increases theprobability ofbehavior
Removes aversiveconsequences
Negativereinforcement
Increases theprobability ofbehavior
Neutralconsequences occur
Extinction Decreases theprobability ofbehavior
Presents aversiveconsequences
Punishment Decreases theprobability ofbehavior
Reinforcement Schedules... the rate at which rewards are offered in attempts to
operantly condition behavior.
Three Major Schedules:• Continuous schedule
• Fixed ratio schedule
• Variable ratio schedule
Continuous Schedule• it is possible to arrange conditions so a positive
reinforcer is administered after every desired behavior.
• Services attempt to follow this schedule– Airlines (Bad Weather, Flight Delays, . . . )– Sporting Events (rowdy fans, spilled beer, team loses)
• Ex: Pop machine
1 2 3 4 5 6 7
Reward Reward Reward Reward Reward Reward Reward
Fixed-Ratio Schedule• a type of reinforcement schedule where every
second, third, tenth, and so on response is reinforced.
• Ex: Sub Club Card
• Ex2: Pay check
1 2 3 4 5 6 7
Reward Reward Reward
Variable Ratio Schedule• occurs when a reinforcer follows a desired
consequence on an average of one-half, one-third, or one-fourth (and so on) of the time the behavior occurs, but not necessarily every second, third, or fourth time.
• Ex: Slot Machine, Lottery
1 2 3 4 5 6 7
Reward RewardReward
Traditional Models of the Adoption Process
Attention
Interest
Desire
Action
View purchase or adoption process as a series or chain of cognitive events followed by a single behavior
A Behavior Sequence for a Retail Purchase
Consumption
Information Contact
Transaction
Funds Access
Store Contact
Product Contact
Communication
Type of BehaviorConsumption Stage
Prepurchase
Purchase
Postpurchase
Examples of BehaviorsRead newspaper, magazine adsListen to radio commercialsWatch T.V. commercialsListen to friends, salesperson
Withdraw cash from bank or ATMCash a checkObtain loan
Locate outletTravel to outletEnter outlet
Locate product in storeObtain productTake product to checkout
Exchange funds for productArrange deliveryTake product to use location
Consume/use productDispose of packaging/used productRepurchase
Tell others of product experienceFill out warranty cardsProvide other information to firl
Stages in Consumer Decision Making
Problem Recognition
Information Search
Evaluation of Alternatives
Product Choice
Outcomes
Information Search
• Internal - the acquisition of information that is available in memory
• External - the quest for information, relevant to the product, brand, or shopping behavior, not found in memory
–Prepurchase
–Ongoing
Information SearchThe Internal Search Process
NeedRecognition
InternalSearch
Determinants ofInternal Search
Existing Knowledge
Ability to RetrieveInformation
Internal SearchSuccessful?
Proceed with UndertakeDecision External Search
NOYES
Information Search
Two types of external search:
Prepurchase Search - Information seeking to make a better purchase decision
Ongoing Search - Information search activities that are independent of needs or a purchase decision
A Continuum of Buying Decision Behavior
ROUTINE RESPONSE BEHAVIOR LIMITED PROBLEM SOLVING EXTENSIVE PROBLEM SOLVING
(No problem solving)
Low-cost products More expensive products
Frequent purchasing Infrequent purchasing
Low consumer involvement High consumer involvement
Familiar product class and Unfamiliar product class and brands brands
Little thought, search, or Extensive thought, search, time given to purchase and time given to purchase
Alternative Evaluation
Compensatory versus Noncompensatory Decision Rules
–Lexicographic - the brand that is best on the most important attribute is selected. In the event of a tie, brands are evaluated on the next most important attribute.
–Elimination by Aspects - brands are compared for the presence of the attribute considered most important. If the feature is not present, that alternative is rejected.
–Conjunctive Rule - minimum cutoffs are established for each attribute the brands possess. The brand must meet all cutoffs to be considered.
Noncompensatory Decision Rules
Elements in the Communication Process
SourceSourceSourceSource(Encodes (Encodes message)message)(Encodes (Encodes message)message)
MessageMessageMessageMessage MessageMessagechannelchannel
ReceiverReceiver(Decodes(Decodesmessage)message)
FeedbackFeedbackFeedbackFeedback
NoiseNoise