4201 consumer behavior exam 1 review Chapters 1 3 Key Topics from Chapter 1 What is Consumer Behavior What is consumer behavior the dynamic interaction of affect cognition behavior and the environment by which people conduct the exchange aspects of their lives all the thoughts feelings situational influences and actions involved in the consumption process What are the four components of consumer behavior Know the orientations that defined each era in the evolution of consumer behavior i e manufacturing orientation etc thoughts feelings situation influences actions Pre industrial age up to 1850 o Products services and ideas o Wholesalers Industrial revolution 1850 1920 o Machine power o Manufacturing orientation Mass communications 1920 1960 o Radio and television o Shift to selling orientation Informative revolution 1960 2000 o Rise of internet o Shift to marketing orientation Present day o Customer orientation understanding consumer wants and needs the competitive environment and the nature of the market The real goal is to use this knowledge to formulate the firm s strategies for creating satisfied customers What other fields influence the field of consumer behavior Anthropology study of humans within and across cultures Economics history and geography origins of traditions how geography impacts individuals psychology study of human thinking and behavior sociology cultural and interpersonal influences on consumption o ex fads fashions pop culture What is resource exchange theory and what are the six resources any deal is resource for resource 6 resources o love status services information goods money Key Topics from Chapter 2 Framework for Consumer Behavior How do the elements in the Wheel relate to one another e g dynamic etc consumer behavior o behavior a consumer s physical actions that can be directly observed and measured by others ex talk to a friend or salesperson leads to trying the product which leads to purchasing the product consumer affect and cognition o affect a consumer s moods feelings or emotions about stimuli ex concern for safety leads to resulting feelings of greater safety o cognition a consumer s thoughts and beliefs about stimuli and and events events consumer environment information processing and decision making o environment everything external to a consumer that influences what he thinks feels and does ex pay attention to news reports on crime ex information online What is a marketing strategy a set of stimuli placed in the consumer s environment designed to influence their affect cognition and behavior an aspect of the environment requires consideration of each element of consumer analysis is continually evolving can influence consumers at different levels What is the Scientific Method a body of techniques for acquiring new knowledge based on gathering observable empirical measurable evidence subject to specific principles of reasoning has limitations o potential bias o assumptions Key Topics from Chapter 3 Affective System and Emotion Know the 4 levels of affective response and how they relate to each other in the affective system Emotions a specific feeling state characterized by physiological arousal expressive behaviors and cognitive interpretations o Emotions universally felt in all cultures fear anger joy disgust surprise and sadness o Two main dimensions of emotion Russell Intensity Valence o Emotions that are universally felt in all cultures Russell Fear anger joy disgust surprise and sadness o James Lange theory of emotion 1880 Emotions are caused by physiological responses Perceived event physiological and behavioral responses emotional experience o Cannon Bard theory of emotion 1920 Emotion does not depend on the input from the body Emotion and physiological responses occur simultaneously Perceived event physiological responses emotional experience o Schachter Singer two factor theory Emotions have 2 factors Physical arousal Cognitive label Emotions are caused by physiological responses and cognitive labels Physiological arousal cognitive interpretation emotional experience o Opponent process theory of emotion Every primary emotional state triggers its opposite A positive emotional state is followed by a negative state opponent state and vice versa Based on emotional balance Used to explain drug addiction o Brain centers of emotion 1990 Emotion originates in the thalamus Limbic system Amygdala is highly involved in emotional responses Direct path from thalamus o Very fast but sloppy hot route or low road Cerebral cortex Where we think about our emotions Much slower cold route or high road Cortical judgments can then override direct path Right hemisphere negative Left hemisphere positive Feelings Moods evaluations affective responses How is the affective system characterized Reactive Controlled o can be physically felt o can occur in response to any type of stimulus o are learned o are reactive in nature but not always o are something over which we have little control but not always What is meant by hot route and cold route hot route cold route o direct path from thalamus o very sloppy and fast possible o slower more accurate o thinking about emotions rather than just reacting as fast as Know how color influences affective response specifically red green blue and black o strength power determination passion love o stimulates appetite and desire joy sexuality passion sensitivity terror fear apprehension ambition greed jealousy admiration trust acceptance health and environment trust loyalty wisdom confidence intelligence tranquility cleanliness and calmness health healing tranquility understanding softness o power elegance formality sophistication and nightlife o mysterious What is emotional intelligence and what are the four dimensions emotional intelligence the ability to reason about emotions and apply this emotional knowledge to achieve a desired outcome 4 dimensions What are the three components of Emotion physiological processes bodily changes when we experience an emotion red and love green o green o lighter green blue o blue o lighter blue black o perceive o manage o understand o faciliate expressive behavior outward signs that an emotion is being experienced o can be intentional or unintentional o ex facial expressions body language cognitive appraisal how the individual interprets what they are feeling at any point o cannot be readily observed which is why the self report method is often used to collect What are atmospherics and