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BUYER BHEVIOUR - Coggle Diagram

- - - - Personal Relevance
        
        Needs & wants
        
        Maslows Hierarchy of Needs
        
        Alternative
        
        Functional
        
        Symbolic
        
        Hedonic
        
        Needs segment the market
        
        Goals
        
        Concrete or abstract
        
        Regulate how consumers feel
        
        Promotion focused vs prevention focused
        
        Goals and emotions
        
        Appraisal theory
        
        Marketing implications
        
        Enhancing communication effectiveness
        
        Promotion focused ad
        
        Prevention focused ad
        
        Creating new wants and goals
        
        Values
        
        The self-concept
        
        Types
        
        Actual self
        
        Ideal self
        
        Ought self
      - Motivation effects
        
        Felt involvement
    - - Financial
      - Cognitive
      - Emotional
      - Physical resources
    - - Time
      - Distractions
      - Complexity of info
      - Novelty of info
  - - - Important because...
        
        Increases awareness
        
        Increases liking (mere exposure effect)
        
        Increases percieved truthfulness
      - Selective exposure
        
        Zipping
        
        Zapping
        
        Skipping
        
        Solution: targeted exposure
      - Factors influencing exposure
        
        Personal relevance
        
        Position of an ad
        
        Product distribution
        
        Shelf placement
    - - Characteristics
        
        Selective
        
        Limited
        
        Capable of being divided (or switched)
      - Types
        
        Focal attention
        
        Non-focal attention
      - Enhancing attention via marketing
        
        Personally relevant
        
        Pleasant
        
        Noval, unique, creative
        
        Surprising, shocking, controversial
        
        Easy to process
        
        Prominent
        
        Contrasting
        
        Concrete
    - - When do we percieve
        
        Absolute threshholds
        
        Differential thresholds
      - How do we percieve
        
        Weber's law
        
        Subjective
        
        Context effects
        
        T illusion
        
        Difference senses influence each other
      - Vision
        
        Size and shape
        
        Lettering
        
        Colour
      - Hearing
        
        Sonic identity
        
        Sonic symbolism
      - Taste
        
        Varying perceptions
        
        Culture backgrounds
        
        In-store marketing
      - Touch
        
        Physiological responses
      - Smell
        
        Physiological response
        
        Product trial
  - - - Schemas & associative networks
        
        Associations vary in
        
        Content
        
        Favourability
        
        Positive vs negative
        
        Uniqueness
        
        Salience
        
        Strong vs weak links (how prominent associations are in our mind)
        
        Marketing implications
        
        Brand image
        
        Brand personality
        
        Brand extension
        
        Similarity between original and new
        
        Extent to which categories share associations
        
        Implications for consumer inferences
        
        Price
        
        Retail atmospherics
        
        Brand names/symbols
        
        Country of origin
        
        Implied country of origin
        
        Script
    - - Personal experience
      - Observation
      - Classical conditioning
        
        Unconditioned stimlus
        
        Unconditioned response
        
        Conditioned stimulus
        
        Conditioned response
  - - - Hierachy
        
        Superordinate level
        
        Basic level
        
        Subordinate
      - Graded strucure
        
        Prototype
        
        Top of mind
        
        Standard of comparison for category
        
        Determine features and benefits of category
        
        Implications for positioning strategy
        
        Close to prototype
        
        Away
      - Marketing implications
        
        Influence perception
        
        Easier to identify/search products
        
        Goal derived categories
    - - Sensory memory
        
        Outside concious control
        
        Short lived (1/4 - 2 sec)
      - Short term/working memory
        
        Limited (Millers magic number 7+/- 2)
        
        Information processing
        
        Discursive processing (indirect)
        
        Imagery processing (direct)
        
        Faster/easier to remember
      - Long-term memory
        
        Semantic
        
        Facts
        
        Explicit
        
        Concious
        
        Episodic
        
        Autobigraphical
        
        Implicit
        
        Not consciously aware
      - Functions
        
        Encoding
        
        Storage
        
        Retrieval
        
        Recall
        
        Recognition
      - Enhancing encoding & storage (learning)
        
        Info more relevant (e.g. motivation)
        
        Novel information
        
        Recirculation
        
        Rehersal
        
        Chunking
        
        Dual encoding
        
        Processing in different ways (senses)
        
        Inducing positive mood
      - Enhancing retrieval
        
        Everything that helps learning
        
        Primacy and recency
        
        Retrieval cues or prompts
        
        Failures
        
        Decay
        
        Interference
  - - - Cognitive function
      - Affective function
      - Behavioural function
    - - Cognition
      - Affect (feelings)
    - - Favourability
      - Accessibility
      - Confidence
      - Persistence
      - Resistence
      - Ambivalence
    - - High MAO
        
        Central route processing
        
        Harder to change attitudes
        
        E.g. electric car ad
      - Low MAO
        
        Peripheral route processing
        
        Easier to change
        
        E.g. water ad
      - Elaboration Likelihood Model (ELM)
        
        Beliefs about attributes in products
        
        Importance of attributes
        
        Attitude
        
        Behavioural intentions
        
        Subjective norms
        
        Normative beliefs
        
        Motivation to comply
        
        Change these by:
        
        Changing normative beliefs
        
        Changing motivation to comply
        
        Highlight another source of compliance that approves of behaiour
        
        Behaviour
    - - Beliefs
      - High MAO
        
        Implications for influencing
        
        Mnimize counter arguments
        
        Improve argument quality
        
        Ehance source credibility
        
        Comparative messages
        
        Direct
        
        Indirect
        
        Attitude formation
        
        Source derogations
        
        Counter arguments
        
        Support arguments
      - Low MAO
        
        Simple beliefs
        
        Inferences
        
        Heuristics
        
        Truth effect (mere exposure)
        
        Influencing implications
        
        Communication source
        
        Overall credibility
        
        Message
        
        Category and schema consistent info
        
        Simple messages
        
        Self-referencing
      - Basis of attitudes
        
        Direct or imagined experience
        
        Reasoning by analogy or category
        
        Value driven benefits or attitudes
    - - High MAO
        
        Message source
        
        Attractiveness
        
        Match up hypothesis
        
        Message content
        
        Emotional appeals
        
        Emotional contagion
        
        Fear appeals
      - Low MAO
        
        Mere exposure effect
        
        Classical conditioning
        
        Mood
        
        Message source
        
        Physical attractiveness
        
        Likeability
        
        Celebrity
        
        Message
        
        Pleasant pictures
        
        Music
        
        Humor
        
        Sex
        
        Emotional content
- - - - Ideal state (comes from)
        
        Own goals and personal circumstances
        
        Culture/environment
        
        Friends/other around us
        
        Marketers (advertising)
      - Actual state (comes from)
        
        Objective analysis of reaity
        
        Subjective analysis of reality
      - Awareness threshold
      - Stimulating problem recognition
        
        Create new ideal state
        
        Create dissatisfaction with actual state
    - - Internal
        
        Memory
        
        Information recalled
        
        Brands
        
        Attributes
        
        Evaluations
        
        Experiences
        
        Factors influencing brand recall
        
        Familiarity
        
        Goals
        
        Preference
        
        Retrieval cues
        
        Factors influencing attribute recall
        
        Diagnosticicty
        
        Accessibility
        
        Vividness
      - External
        
        Types
        
        Retailers
        
        Media
        
        Interpersonal
        
        Independent
        
        Experiential
        
        Factors influencing
        
        Motivation
        
        Ability to process information
        
        Opportunity to process information
        
        Search accuracy
        
        Confirmation bias
  - - - True brand universe
      - Awareness set
        
        Is minus brands unaware of
      - Consideration set
        
        is minus inert & inept set
      - Option evaluation
      - Choice
    - - Low effort (heuristic) decision making
        
        Heuristics
        
        Representativeness
        
        When undesired, position product away from prototype
        
        base rate information
        
        When desired, position close to prototypes
        
        Availability
        
        Bias
        
        Easily brought to mind, happens more often
        
        Marketing implications
        
        Provide vivid, easy to recall positive product experiences
        
        Make messages easy to retrieve, stimulate positive WOM
        
        Decrease estimate of likely negative by bringing attention to base rate
        
        Low effort
        
        Operant conditioning
        
        increase behaviour
        
        positive consequence
        
        negative stimulus removed
        
        decrease behaviour
        
        negative consequence
        
        negative stimulus not removed
        
        Thought based
        
        Performance related
        
        Brand loyalty
        
        Price related
        
        Habit related
        
        Affect based
        
        Brand familiarity
        
        Mere exposure effect
        
        Decisions based on low level effect
        
        "feels right"
        
        Variety seeking needs
        
        Impulse purchases
      - High effort (systematic) decision making
  - - - Biases
        
        Low effort
        
        availability heuristic
        
        representativeness heuristic
        
        High effort
        
        anchoring and adjustment
        
        Marketing implications
        
        Customers first experience needs to be positive
        
        sales tactic
        
        multiple unit pricing
        
        Which brands to consider
        
        Compromise effect (extremeness aversion)
        
        "safe middle"
        
        Likely when their is high uncertainty
        
        Marketing implications
        
        More expensive option increases lower priced option
        
        Willing to pay more for the compromised option
        
        The Attraction Effect
        
        Implications
        
        Compare brand to inferior version
        
        Introduce an inferior option in own product line
        
        What is important to the choice
        
        Goals
        
        Affect the criteria
        
        Time
        
        Far in future, more abstract
        
        Close in time, more concretely
        
        e.g. signing up for an 8am class on a Friday either 3 months before or a day before
        
        What options to choose
        
        Compensatory choice model
        
        Negative features can be compensated by positive ones
        
        Multi-attribute expectancy value model
        
        Non-compensatory choice model
        
        Negative information leads to rejection of option
        
        Conjunctive model
        
        Lexicographic model
        
        Marketing implications
        
        1 more item...
        
        Processing by brand
        
        One brand at a time
        
        Processing by attribute
        
        One attribute at a time
        
        Decisions based on gains and losses
        
        Prospect theory
        
        Loss aversion
        
        Framing
        
        3 more items...
        
        Implications for marketing
        
        3 more items...
        
        WEEK 9 Feeling-based decisions
        
        Important for hedonic, symbolic or aesthetic aspects
        
        Appraisal theory
        
        feel good about offer consistent with goals
        
        feel bas about offer inconsistent with goal
        
        Affective forecasting
        
        may decide based on how they expect to feel
        
        imagery helps consumers forecast how they will feel if they experience market offereing
        
        often consumers overestimate the intensity and duration of emotional impacts of outcomes
        
        2 more items...
        
        WEEK 9 Whether to make a decision now
        
        Decision delay
  - - - build customer loyalty
        
        Satisfaction
        
        Dissatisfaction
      - Negativity bias
    - - Comparison between expectations and outcomes
        
        Expectancy disconfirmation model
        
        Satisfaction is subjective
        
        external sources
        
        prior experience
        
        role of expectations and reference points
        
        Implication for marketers
        
        "satisfaction paradox"
      - Thoughts about causality and blame
        
        attribution theory
        
        influenced by
        
        stability
        
        temporary or permanent
        
        focus
        
        consumer or marketer related
        
        controllability
        
        under the marketers or consumers control
        
        implications, consumers will be more forgiving if
        
        temporary
        
        non marketer related
        
        outside firms control
        
        Self serving bias
        
        things go bad, someones elses fault
        
        things go well, my credit
      - Thoughts about fairness
        
        Equity theory
        
        ratio of inputs to outputs should be fair
      - Comparison between chosen and rejected
        
        post-decision dissonance
        
        try to reduce discomfort by adjusting their beliefs
        
        more likely to occur when
        
        choice is of high importance/personal relevance
        
        choice alternatives perceived as similarly attractive
        
        Strategies consumers use to reduce
        
        decrease attractiveness of rejected alternatives
        
        increase percieved attractiveness of chosen alternative
        
        revoke decision (exchange)
        
        Implications for marketers
        
        provide post purchase support
        
        provide money back guarantees
- - - - Age
        
        preferences change
        
        promote different product benefits
        
        use different channels
        
        use different endorsers and opinion leaders
        
        Age cohorts
        
        age structure of population
      - Gender
        
        Agentic goals
        
        communal goals
        
        shifting roles
      - Ethnic
        
        acculturation
        
        implications for marketing
        
        opportunity and a challenge
        
        reward of loyalty when successfully catering to subcultures
      - 5 dimensions of culture
        
        individualism-colectivism
        
        masculinity-feminity
        
        high-low uncertainty avoidance
        
        high-low power distance
        
        long-short term orientation
      - Social class
        
        defined by
        
        occupation
        
        education
        
        income
        
        influenced by degree of
        
        upward mobility
        
        social class fragmentation
        
        trends
        
        conspicious consumption
        
        status symbols
        
        minimalism
      - Household
        
        types
        
        nuclear
        
        extended
        
        de facto
        
        same sex couples
        
        single persons
        
        multi individual household
        
        family life cycle
        
        trends
        
        delayed marraige
        
        cohabitation
        
        same sex couples
        
        dual-career families
        
        smaller families
        
        household decision roles
        
        gatekeeper
        
        influencer
        
        decider
        
        buyer
        
        user
        
        children
  - - - Examples of key values
      - Beliefs
    - - Patterns of behaviour (can be observed)
      - Categories
        
        Activities
        
        Interests
        
        Opinions
        
        Demographics
      - Political orientation
    - - Research approaches
        
        Psychoanalytic
        
        Trait theories
        
        Phenomenological
        
        Social-psychological (nature vs nurture)
        
        Behavioural
      - Personality research goal
      - Personality scales
    - - Family bonders
      - Athletes
      - Adventure seekers
  - - - Scale
        
        Credibility
        
        Two way communication
        
        Reach
      - Characteristics
        
        Marketing source
        
        Mass media delivered
        
        Personally delivered
        
        Non-marketing source
      - Opinion leader
        
        Can add symbolic meaning
        
        Characteristics
        
        Extensive range of social contacts & networks
        
        Percieved as credible
        
        Long term involvement
        
        Enhanced knowledge
        
        High levels of exposure
        
        Identify opinion leaders
        
        Target opinion leaders
        
        Social media influences
      - Reference group
        
        Aspirational RG
        
        Associative RG
        
        Dissociative RG
        
        Vary in
        
        Degree of contact
        
        Primary
        
        Secondary
        
        Formlity
        
        Homophily
        
        Group attractiveness
        
        Degree of identification
        
        Tie strength
    - - Normative influence
        
        Compliance and conformity pressures
        
        Sanctioned/rewarded for following/not following norms
        
        Where is the product consumed
        
        Characteristics
        
        In Private
        
        In Public
        
        Necessity
        
        Luxury
        
        Scale
        
        Influence on brand purchased
        
        Influence whether the product is purchased
        
        Compliance techniques
        
        Foot in the door
        
        Door in the face
        
        Even a penny wil help
      - Informational influence
        
        Factors affecting strength
        
        Product characteristics
        
        Consumer and influencer characteristics
        
        Valence of info
      - Work of mouth
        
        Most trusted sources
        
        Strong influence on company revenue
        
        Implications
        
        Encouraging WOM
        
        Target social media
        
        Target opinion leaders
        
        target active users of social media
        
        Dealing with negative WOM
- - - - Continuous
      - Dynamically continuous
      - Discontinuous
    - - High effort
      - Low effort
    - - Typical
      - Slow
      - Fast
    - - Relative advantage
      - Marketing implications
      - Perceived risk & uncertainty
      - Perceived risk and uncertainty
      - Social relevance
      - Compatibility
      - Trialability
      - Complexity
    - - Innovators
      - Early adopters
      - Early majority
      - Late majority
      - Laggards
  - - - Wellbeing & self control
        
        Short term vs long term pleasure
        
        Factors improving self control & regulation
    - - Short term interests
      - long term interest
    - - Whose interests take prioirty
    - - Solutions
        
        Limitations
        
        Program vs advertising seperator
        
        Regulatory agencies
        
        consumer initatives
        
        parental control
    - - Idealised body images
    - - Promoting environmentally conscious behaviour
      - Pressure on companies
    - - Types of information collected
      - issues
        
        intrusion
        
        unauthorised sale to third parties
        
        identity theft
      - solutions
        
        transperancy
        
        choice
        
        data is an asset