Term
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Definition
the conscious designing of space and its carious dimensions to evoke certain effects in buyers
-->light, scent
-->in-store decision making |
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Term
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Definition
| point-of-purchase stimuli: the promotional materials that are displayed in stores to influence to customers' decisions at the time products are purchased |
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Term
| issues related to purchase & post-purchase activities |
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Definition
| antecedent states --> purchase environment --> post-purchase process |
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Term
| what factors go into the shopping experience, ultimately influencing the purchasing decision |
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Definition
1. antecedent states: emotions, moods, reasons for shopping / shopping orientation (utilitarian, personal, economical)
2. retail or theatre? a job or adventure?
-->social & physical surroundings (co-customers; crowding)
-->atmospherics, role of sales people, p.o.p. stimuli -- effectiveness
-->temporal factors; pleasure & arousal
3. post-purchase process-->satisfaction, delight, dissatisfaction; managing customer expectations & quality control; acting on dissatisfaction; disposal options |
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Term
| expectancy disconfirmation model |
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Definition
-->illustrates the alternative strategies a firm can chose when customer is dissatisfied
--targets customers' dissatisfaction zones
a) accommodation --> improving the range or quality of products offered
b) alteration --> under-promising (ex: Xerox service rep.)
c) abandonment --> if customers' needs not feasible to meet |
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Term
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Definition
1. economic shopper
2. personalized shopper
3. ethical shopping
4. apathetic shopper
5. recreational shopper
6. e-commerce: clicks vs. bricks |
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Term
| dimensions of emotional state |
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Definition
AROUSING
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distressing | exciting
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UNPLEASANT-----------------PLEASANT
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gloomy | relaxing
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SLEEPY |
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Term
| Acting on Dissatisfaction |
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Definition
*marketers should encourage customers to complain since people are likely to spread word about unresolved negative experiences
1) Voice Response
--appeal directly to retailer for redress (refund)
--customer voices dissatisfaction; firm can chose to (a) accommodate (b) alter (c) abandon
2) Private Response
--customer simply can boycott product/store; can spread dissatisfaction to others
3) Third-Party Response
--legal action against merchant
--register a complaint with "better business Bureau"
--write letter to newspaper |
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Term
| customers' disposal options |
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Definition
1) keep the item
2) get rid of item permanently
3) temporarily dispose of item
*important for marketers to be consider and be conscious of making product in today's society where recycling & going green is important to society
--need to know what will be a short-term product, easily disposed of, traded/sold/kept
----all affects marketing & packaging |
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Term
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Definition
-our prior expectations strongly influence what we think "quality" is
--our beliefs about product performance are based on prior experience with the product or communications about the product-->imply certain level of quality
*go to the "gamba" to achieve more insight
--(Japanese) "one true source of information"
**it is essential to send marketers and designers to the precise place where consumers use the product/service, rather than ask lab subjects to interact in a simulated environment |
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Term
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Definition
--conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior
--an actual or imaginary individual or group |
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Term
| forms of reference group influence |
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Definition
1) Informational (consumer reports)
("industry"--but more so panel of experts' reports)
2) utilitarian (interaction: family, friends)
("community")
3) value-expressive (image enhancement)
("self-concept") |
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Term
| 2 dimensions that influence the degree to which reference groups are important |
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Definition
1) whether we will consume the product publicly/privately
2) luxury or necessity |
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Term
| Opinion Leadership Example -- steps to approach properly |
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Definition
1. how do consumers get turned on to product use?
2. what strategies do companies use to address and, thus, diminish negative forces against product use?
--(strategies to defeat negative reinforcement)
3. what role do consumer researchers play in understanding the initiation and repeat purchase process for product?
4. what role could opinion leaders play in reducing product consumption?
(how would opinion leaders enhance negative reinforcement?) |
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Term
| when reference groups are important |
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Definition
1. luxuries rather than necessities (purchase with discretionary income, based on individual's tastes and preferences)
2. socially conspicuous (obvious) to others |
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Term
| virtual consumption communities |
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Definition
a collection of people whose online interactions are based on shared enthusiasm for and knowledge of a specific consumption activity
ties to community (weak, strong)
vs.
consumption activity (high, low)
**important because even the mingler may have some influence on product |
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Term
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Definition
high self-centrality of
consumption activity
/ \
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devotee | insider
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weak social ties <---------> strong social ties
to community |
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tourist | mingler
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\ /
low self-centrality of
consumption activity |
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