1.Individualism

2.  Masculinity

3.  Power Distance

4.  Uncertainty Avoidance

5.  Long-term orientation

1.  Socialization (learning through observation of and the active processing of information about lived, everyday experience)

2.  Enculturation (the way a person learns in their native culture)

3.  Acculturation (process by which consumers to learn a culture other than their natural, native culture)

1.  National Culture

2.  Ethnic Culture

3.  Regional Culture

4.  Generational Culture

5.  University Culture

1.  Share common goals and interests

2.  communicate with, and influence, one another

3.  share a set of expectations, rules, and roles

4.  View themselves as members of a common social unit.

1.  Informational influence

2.  Utilitarian influence

3.  value-expressive influence

• Marketing efforts that focus on generating excitement "buzz" that is spread between consumers.
• A form of guerilla marketing - the marketing of a product using unconventional means
• Viral marketing - uses online technologies to facilitate WOM by having consumers spread marketing messages through their online conversations.

At least two people who are related by blood or marriage who occupy a housing unit.  

nuclear family and extended family

1. "Non-traditional" household arrangements
2. Blended families
3. Single parent households

1. Influencer
2. Gatekeeper
3. User
4. Decision Maker
5. Purchaser

a tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions.

Action oriented:  high capacity to self regulate

state oriented - low capacity to self regulate

1. Odors
2. Music
3. Color
4. Social Settings

1. Fit:  appropriateness of the elements for the given environment
2. Congruity:  consistency of the elements with one another.

Situational characteristics that a consumer brings to information processing.

1. Economic Resources
2. Mood
3. Security and Fearfulness

1. Rational perspective
2. Experiental Perspective
3. Behavioral influence perspective

1. Financial
2. Social
3. Performance
4. Physical
5. Time

Consumer perceives a difference between an actual state and a desired state.

Actual state = a consumers perceived state

desired state = perceived state for which the consumer strives

behaviors that consumers engage in as they seek information that can be used to resolve a problem.

1. Ongoing - seeks because consumers are interested in the particular topic.
2. Prepurchase - focused on locating information that will enable the consumer to reach a decision for a specific problem.  Problems are purchase specific.
3. Internal - retrieval of knowledge about products that is stored in memory
4. External - gathering of info from sources external to consumer, like family, friends, salespeople, internet, ads, etc.

1. Ease of obtaining information from the source.
2. Objectivity of the source.
3. Trustworthiness of the source.
4. How timely the information can be obtained.

• Universal set - all possible solutions to a need
• Awareness set - the set of brands or alternatives of which a consumer is aware
• Consideration set - the evoked set.  Includes the brands, or alternatives, that are considered acceptable for further consideration in decision making.
• Inert set - alternatives to which consumers are indifferent, strong feelings are not held.
• Inept set - deemed unacceptable for further consideration.

The attributes, features, or potential benefits that consumers consider when reviewing possible solutions to a problem.

Used most:  Price and quality

• Product experience
• Involvement
• Perceived Risk
• Value of Search effort
• Time availability
• Attitudes towards shopping
• Personal factors
• Situational influencers

Affect-based evaluation

Attribute based evaluation

• situational influences
• product knowledge
• social influence expert opinions
• online sources
• marketing communications

1. Just noticeable difference
2. attribute correlation
3. quality perceptions
4. brand name associations

1. Compensatory rules
2. Noncompensatory rules

1. Conjunctive rule
2. Disjunctive rule
3. Lexicographic rule
4. Elimination-by-aspects rule (EBA)

Durable goods - consumed over long periods of time.

Nondurable goods - consumed quickly.

• Delight
• Disgust
• Surprise
• Exhilaration
• Anger

1. Expectancy/disconfirmation theory
2. equity theory
3. attribution theory

1. Predictive
2. Normative
3. Ideal
4. Equitable

Sources of expectations (4)

1. Word-of-mouth
2. Experience
3. Advertisements
4. Personal Factors

Focuses on explaining why a certain event has occured.

• Locus - Judgements of who is responsible for an event
• Control - the extent to which an outcome was controllable or not.
• Stability - the likelihood that an event will occur again.

Cognitive dissonance

and a few conditions (not as important)

Lingering doubts about a decision that has already been made, also known as buyers regret.

Some conditions:

• consumer is aware that there are many attractive alternatives
• decision is difficult to reverse
• decision is important and involves risk.
• consumer has low self-confidence

1. Return the product if possible
2. Complain about the experience
3. Seek positive information about alternative selected
4. Seek negative information about alternatives not selected
5. Minimize the perceived importance of the decision

1. Trashing
2. Converting
3. Donating
4. Recycling
5. Trading
6. Reselling

1. Thank the guest for providing the information.
2. Ask questions to clarify the issue
3. Apologize sincerely
4. Show empathy for the customer's situation
5. Explain the corrective action that will take place.
6. Follow up with the customer after the corrective action.

1. Do nothing
2. Deny Responsibility
3. Take responsibility
4. Release information to let public draw their own conclusions.

Unfair prices and treatment - both of these contribution to dissatisfaction or anger, which leads to switching.

Procedural costs, financial costs, and relational costs.

1. Competence
2. Communication
3. Trust
4. Equity
5. Personalization
6. Customer Oriented

Behavior that violates generally accepted norms of conduct.

For exchanges to occur in an orderly fashion, the expectations of the consumer, the marketer, and even other consumers must coincide with one another.

• Moral equity - beliefs regarding an act's fairness or justness.
• Contractualism - beliefs about the violation of written (or unwritten) laws.
• Relativism - beliefs about the social acceptability of an act.

• Deontological evaluations - Focus on specific actions - is this action right?

• Unfulfilled aspirations
• Thrill-seeking
• Moral constraints are absent
• Differential association
• Pathological socialization
• Provocative situational factors
• Opportunism

• The temptation is so strong.
• The belief that retailers can absorb the loss
• The perceived likelihood of getting caught is low.
• A desire to gain acceptance into a group
• It is exciting and risky

1. Illegal sharing of software and music
2. Attacks

1. Fraud
2. Abusive consumer behavior
3. Dysfunctional sports behavior

1. Desire for monetary gain.
2. Desire to evade personal responsibility for product misuse.
3. Desire to enhance the consumer's ego.
4. Desire to look good to others.
5. Desire to harm a service provider or company.

1. Aggressive driving
2. Drunk driving
3. cell phone use in cars

• The right to safety
• The right to be informed.
• The right to redress and to be heard.
• The right to choice

An organization's activities and status related to its societal obligations.

Ethical duties, altruistic duties, strategic initiatives.

• Deceptive advertising
• Marketing to children
• Pollution
• Planned obsolescence
• True versus artificial needs
• Cash advance loans
• Manipulative sales tactics
• Stealth Marketing

1. Children's Television Act
2. Children's Advertising Review Unit
3. Children's Online Privacy Protection Act

• Marketers are often criticized for harming the environment.
• Consumption leads to waste and pollution.
• Environmental issues are complicated.
• Environmental Protection Agency plays a key role.

• Also known as "Payday loans."
• Fees associated with the service usually amount to an extremely high interest rate.
• Truth-in-lending laws require disclosure, but many consumers don't consider these costs.

1. Foot-in-the-door technique
2. Door-in-the-face technique
3. Even-a-penny-will-help technique
4. "I'm working for you!" technique