Tổng hợp câu hỏi ôn tập môn Hành Vi Người Tiêu Dùng 1. Compare and contrast drive theory and expectancy theory? Provide an example for each of the concept? 2. Define the selfconcept and explain how the concept of selfesteem is applied in advertising? 3. Discuss the concept of conformity. Then describe the five types of social influence that affect the likelihood of conformity. 4. Discuss the differences between the absolute threshold and the differential threshold. Describe how marketers can apply their knowledge of differential threshold to packaging, pricing, and promotional claims during periods of rising cost of raw materials. 5. Explain the difference between compensatory and noncompensatory decision rules? Give an example of each decision rule that you have used in making a recent purchase. 6. Explain three types of motivational conflicts, and describe how marketers can apply their knowledge of motivational conflicts to affect consumer behavior.
CÂU HỎI ÔN TẬP HÀNH VI NGƯỜI TIÊU DÙNG Compare and contrast drive theory and expectancy theory? Provide an example for each of the concept? Content Drive theory Expectancy theory Definition Drive theory focuses on biological needs that produce unpleasant states of arousal The arousal this tension causes motivates us to reduce it Expectancy theory the perspective that behavior is largely “pulled” by expectations of achieving desirable outcomes, or positive incentives, rather than “pushed” from within Motivation focuses on Biological factor Cognitive factor Goal-oriented Attempts to reduce or eliminate this unpleasant state and return to a balanced to satisfy a specific need Example People may delay gratification If you know you are going out for a lavish dinner, you might decide to forego a snack earlier in the day even though you are hungry at that time can reach most goals by a number of routes A consumer who decides that she needs a pair of jeans to help her reach her goal of being admired by others can choose among Levi’s, Wranglers, True Religion, Diesel, Seven for All Mankind, and many other alternatives, each of which promises to deliver certain benefits Define the self-concept and explain how the concept of self-esteem is applied in advertising? The self-concept summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities How the concept of self-esteem is applied in advertising − Self-esteem refers to the positivity of a person's self concept Advertising that uses a self-esteem appeal attempts to change our attitudes toward products by stimulating positive feelings about our selves − One advertising strategy is to challenge the consumer's self-esteem and then show a linkage to a product that provides a remedy − Another strategy is to provide benchmarks of happy, attractive people who are using the advertised product 3 Discuss the concept of conformity Then describe the five types of social influence that affect the likelihood of conformity Conformity is a change in beliefs or actions as a reaction to real or imagined group pressure In order for a society to function, its members develop norms, or informal rules that govern behavior Without these rules, we would have chaos − Cultural pressures—Different cultures encourage conformity to a greater or lesser degree − Fear of deviance—The individual may have reason to believe that the group will apply sanctions to punish nonconforming behaviors − Commitment—The more people are dedicated to a group and value their membership in it, the greater their motivation to conform to the group’s wishes − Group unanimity, size, and expertise—As groups gain in power, compliance Increases − Susceptibility to interpersonal influence—This trait refers to an individual’s need to have others think highly of him or her Discuss the differences between the absolute threshold and the differential threshold Describe how marketers can apply their knowledge of differential threshold to packaging, pricing, and promotional claims during periods of rising cost of raw materials Characteristics Definition Absolute Threshold Difference Thereshold To be the minimum level of intensity To bethe minimum or least difference of a particular stimulus that a person between stimuli that a person can notice can notice with their senses How it is measured The lowest intensity noticed 50% of The average of an upper and lower the time by a person is recorded threshold value Based on a change in the To be not a value based on a person To be based on noticing a change in the stimulus stimulus and noticing the smallest change noticing and recording a change of a stimulus Uses the mean value It is not used an average It is used an average The minimum that is The minimum intensity The minimum difference between the determined Example intensities When a person has a hearing test and When a person is asked to discriminate hears sound of different intensities between two auditory tones As the economic downturn drags on and the cost of raw materials increases, some companies try to disguise the price increase by shrinking the size of the packaging instead of charging more Marketers can change the packaging size or use less plastic or cardboard packaging, making products easier to "go away" or "healthier" For example, Kraft has launched "Fresh Stacks" packages with each box containing about 15% less crackers than standard boxes for the same price Kraft made a note to customers that the new product would be more portable and fresher Explain the difference between compensatory and non-compensatory decision rules? Give an example of each decision rule that you have used in making a recent purchase Non-compensatory decision rules are choice shortcuts where a product with a low standing on one attribute cannot make up for this position by being better on another attribute Unlike non compensatory decision rules, compensatory decision rules give a product a chance to make up for its shortcomings Consumers who employ these rules tend to be more involved in the purchase and thus are willing to exert the effort to consider the entire picture in a more exacting way The willingness to let good and bad product qualities balance out can result in quite different choices Example: Noncompensatory decision rules: A consumer like Richard who uses the decision rule, “Only buy well known brand names,” would not consider a new brand, even if it were equal or superior to existing ones The Lexicographic Rule: Consumers select the brand that is the best on the most important attribute The Elimination-by-Aspects Rule: If Richard had been more interested in having a sleep timer on his TV (i.e., if it had a higher importance ranking), he might have stipulated that his choice “must have a sleep timer.” Because the Prime Wave model had one and the Precision did not, he would have chosen the Prime Wave The Conjunctive Rule: If Richard stipulated that all attributes had to be rated “good” or better, he would not have been able to choose any of the available options He might then have modified his decision rule, conceding that it was not possible to attain these high standards in his price range In this case, perhaps Richard could decide that he could live without on-screen programming, so he would reconsider the Precision model Compensatory decision rules: If Richard were not concerned about having stereo reception, he might have chosen the Prime Wave model But because this brand doesn’t feature this highly ranked attribute, it doesn’t stand a chance when he uses a noncompensatory rule Explain three types of motivational conflicts, describe how marketers can apply their knowledge of motivational conflicts to affect consumer behavior − Approach-approach conflict a person must choose between two desirable alternatives A marketer can bundle several benefits together to resolve an approach–approach conflict − Approach-avoidance conflict a person de sires a goal but wishes to avoid it at the same time The proliferation of fake furs, which eliminate guilt about harming animals to make a fashion statement, and the success of diet programs like Weight Watchers that promise good food without the calories Many marketers try to help consumers overcome guilt by convincing them that they deserve these luxuries − Avoidance-avoidance conflict a choice situation where both alternatives are undesirable Marketers frequently address an avoidance–avoidance conflict with messages that stress the unforeseen benefits of choosing one option Give the definition of perceived risks and name five perceived risks, indicate the kinds of consumers most vulnerable to each risk, and indicate the types of purchases most sensitive to each Perceived risk belief that a product has potentially negative consequences 8 How consumers reduce postpurchase dissonance after they purchase a relatively expensive product? How can marketers provide positive reinforcement to consumers after the purchase in order to enhance the customer satisfaction? The theory of cognitive dissonance states that when a person is confronted with inconsistencies among attitudes or behaviors, he will take some action to resolve this “dissonance”; perhaps he will change his attitude or modify his behavior to restore consistency We reduce dissonance when we eliminate, add, or change elements Dissonance theory can help to explain why evaluations of a product tend to increase after we buy the product One implication of this phenomenon is that consumers actively seek support for their decisions so they can justify them; therefore, marketers should supply their customers with additional reinforcement after they purchase to bolster these decisions How many elements of Biases in Decision-Making Process? Describe each element in the process? − Mental accounting: framing a problem in terms of gains/losses influences our decisions − Framing: a concept in behavioral economics that the way a problem is posed to consumers (especially in terms of gains or losses) influences the decision they make − Sunk-cost fallacy: We are reluctant to waste something we have paid for − Anchoring: a concept in behavioral economics that refers to a number that people use as a standard for future judgments − Hyperopia: the medical term for people who have farsighted vision; describes people who are so obsessed with preparing for the future that they can’t enjoy the present − Loss aversion (sợ thua lỗ): We emphasize losses more than gains − Prospect theory: risk differs when we face gains versus losses 10 How many Stages in the Consumption Process? List each step in the process? Consumption can be divided into three main stages: prepurchase, service encounter, and post-encounter stages 11 List and define the five stages of the consumer decision-making process with example Step 1: Problem recognition occurs at what Ford terms the upper funnel, when we experience a significant difference between our current state of affairs and some state we desire Step 2: Information search is the process by which we survey the environment for appropriate data to make a reasonable decision Step 3: Evaluation of Alternatives: Customer starts to compare options available in the market to find the best fit to satisfy their needs Step 4: Product choice: It happens after the consumer is done making the choice Step 5: Outcome: The consumer generally evaluates his/her own decision after thinking of what actually to buy and whether the product they have selected will be able to fulfill their need or not 12 List three separate motivations for shopping, and give an example of each • Social experiences —The shopping center or department store replaces the traditional town square or county fair as a community gathering place • Sharing of common interests —Stores frequently offer specialized goods that allow people with shared interests to communicate • The thrill of the hunt —Some people pride themselves on their knowledge of the marketplace Unlike our car-buying friend Kyle, they may love to haggle and bargain 13 Use cultural ideas about food and eating as examples to explain the differences between the three types of crescive norms discussed in the book These are all types of crescive norms: • A custom a norm that controls basic behaviors, such as division of labor in a household A Big Boy restaurant in Thailand was having trouble attracting customers After interviewing hundreds of people, the company found out why Some said the restaurant’s “room energy” was bad and the food was unfamiliar Others said the Big Boy statue (like the one Dr Evil rode in the Austin Powers movies) made them nervous One of the restaurant’s executives commented, “It suddenly dawned on me that, here I was, trying to get a 3,500-year-old culture to eat 64-year-old food.” Once the company put some Thai items on the menu, business picked up • A more (“moray”) is a custom with a strong moral overtone It often involves a taboo, or forbidden behavior, such as incest or cannibalism These norms vary across cultures, so a meal with a dog is taboo in the United States, Hindus shun steak, and Muslims avoid pork products • Conventions norms that regulate how we conduct our everyday lives A custom dictate the appropriate hour at which we should serve the meal Conventions tell us how to eat the meal, including such details as the utensils we use, table etiquette, and even the appropriate apparel to wear at dinnertime We often take these conventions for granted 14 What is "retail theming" strategy? List four types of retail theming techniques? Why is this strategy important to retail stores as well as services providers? Retail theming strategy where stores create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation There are four kinds of retail theming: − Landscape themes rely on associations with images of nature, Earth, animals, and the physical body Bass Pro Shops, for example, creates a simulated outdoor environment, including pools stocked with fish − Marketscape themes build on associations with manmade places An example is The Venetian hotel in Las Vegas, which lavishly recreates parts of the real Italian city − Cyberspace themes build on images of information and communications technology eBay’s retail interface instills a sense of community among its vendors and traders − Mindscape themes draw on abstract ideas and concepts, introspection and fantasy, and often possess spiritual overtones The Kiva Day spa in downtown Chicago offers health treatments based on a theme of Native American healing ceremonies and religious practices Stores use retail theming strategy to attract customers, increase customer experience, make customers attracted to the interior space of the store and retain them to increase the likelihood of customers buying 15 What is subculture? Give examples of at least four subcultures which you belong to and explain how each subculture affects your consumption behavior Subculture is a group whose members share beliefs and common experiences that set them apart from other members of a culture Example: − Age: Young people like to use trendy and modern products while older people will prefer to use rustic and old products − Religion: Buddhists will not eat meat or fish when they are vegetarians, while Christians will not eat meat − Social class: Rich people will consume freely, regardless of price − Occupation: The workers will choose comfortable, easy-to-operate clothes, while office workers will choose office clothes