Marketing 4201 Consumer Behavior Exam 1 Chapter 1 What is Consumer Behavior 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 Four Components Consumer Affect Consumer Cognition Consumer Environment Marketing Strategy Evolution of Consumer Behavior Pre Industrial Age up to 1850 s Start of Wholesalers Manufacturing Orientation No need for salesmen Industrial Revolution 1850 1920 Henry Ford s Model T Alexander Graham Bell s telephone Information Revolution 1960 2000 Rise in interactive media internet Shift toward Marketing Orientation Present Day 2000 Present New ways to consume and search New things to consume New types of customers Shift to Customer Orientation Mass Communication 1920 1960 Radio and television allow ads to be heard and seen daily Shift to Selling Orientation Other Fields Influencing Consumer Behavior Anthropology study of humans and human behavior Economics supply and demand rational decision making information search History Geography origins of traditions language development Psychology study of human thinking personality development Sociology Cultural and Interpersonal trends Resource Exchange Theory The categorization and identification of the structure underlying what is exchanged between two social units Six Resources Status Love Goods Services Money Information Chapter 2 Framework for Consumer Behavior Wheel of Consumer Analysis Consumer Affect and Cognition Consumer Behavior and Consumer environment are all elements of consumer analysis that fit together in a system that is dynamic interactive and reciprocal Highlights the importance of consumers in developing a marketing strategy Marketing Strategy a set of stimuli placed in the consumer s environment designed to influence their affect cognition and behavior Requires consideration of each element of consumer analysis and can influence the consumers at different levels Consumer Affect a consumer s mood feelings or emotions about stimuli and events Consumer Cognition a consumer s thoughts an beliefs about stimuli and events It is the act of processing information and making decisions based on that information Consumer Behavior a consumer s physical actions that can be directly observed and measured by others Consumer s Environment everything external to a consumer that influences what he or she thinks feels and does Scientific Method body of techniques for acquiring new knowledge based on gathering observable empirical measurable evidence subject to specific principles of reasoning Chapter 3 Affective System and Emotion 4 Levels of Affective Response Emotions Feelings Moods and Evaluations Emotions A specific feeling state characterized by physiological arousal expressive behaviors and cognitive interpretations Russell s Circumplex Model Categorized universal emotions Fear anger joy disgust surprise and sadness based on intensity and valence Plutchik s Categories of Emotion Psycho Evolutionary theory of Emotion Based on intensity of emotions on different levels James Lange Theory of Emotion 1880 s Emotions are caused by physiological responses Percieved Event Physiological and Behavioral Responses Emotional Experience Cannon Bard Theory of Emotion 1920 s Emotion does not depend on input from the body Emotions are simultaneous reactions Physiological responses are caused by emotions Schachter Singer Two Factor Theory 1960 s Emotions have two factors Physical arousal Cognitive label attributions Emotions are caused by physiological responses and cognitive label Opponent Process Theory of Emotion 1970 s Every primary emotional state triggers its opposite opponent state Brain Centers of Emotion 1990 s Emotion originates in the thalamus Limbic system the amygdala is highly involved in emotional responses direct path from thalamus very fast but sloppy hot route of low road Cerebral Cortex where we think about our emotions much slower cold route or high road cortical judgments can then override direct path Left Hemisphere Positive Right Hemisphere Negative Three Components of Emotion Physiological Processes involves bodily changes when we experience an emotion Brain sends signals from the thalamus to the autonomic nervous system and back It is often our awareness of the arousal that makes us suddenly aware that we are experiencing the emotion Expressive Behavior refers to the outward signs that an emotion is being experienced Such behavior can be intentional or unintentional and includes facial expressions as well as body language Cognitive Appraisal how the individual interprets what they are feeling at any point Appraisals in response to an emotion cannot be readily observed As a result the self report method is often used to collect date Affective System Affective Responses Can be physically felt Can occur in response to any type of stimulus Are learned Not always reactive in nature Not always something over which we have control Atmospherics Sounds Smells and Colors that affect the consumer s environment Colors Emotion are highly influenced by colors Darker colors represent a problem while lighter colors represent a solution and cleanliness Reds represent strength power rage anger sexuality joy passion and stimulate appetite Blues represent trust loyalty strength calm knowledge power depth and experience Greens represent health greed and ambition Emotional Intelligence The ability to reason about the emotions you feel and apply this emotional knowledge to achieve a desired outcome 3 Dimensions Feelings lower intensity than emotions Companies use this to create a feeling within the consumer to strike arousal Moods generalized feeling states Humor is used in mood appeals to make people happy and have them associate that brand with that happiness Evaluations when cognition and emotion mix and create what decisions or preference you are left with Chapter 3 Cognition and Memory Cognition thoughts of beliefs a person has about an object 5 Levels of Cognition Understanding Evaluating Planning Deciding Thinking Cognitive Response Hierarchy Cognitions Affect Conation Emotional response Hierarchy Affect Conation Cognitions Relationship Between Affective System and Cognitive System Given the environment a consumer immediately interprets the various stimuli and triggers his or hers affective responses such as emotions