• Violates generally accepted norms of conduct
• Shoplifting, drinking & driving, copyright, infringement, texting while driving

1. distrupts the exchange process

2. affects other consumers' value

3. affects consumers' satisfaction

 (moral equity=preception of fairness)

(is the action "right")

the action itself is evaluated based on intention

"what are the consequences?"

(does the end justify the means)

intentional

(shoplifting, fraud, etc)

• Hostility toward a company
• Rude Beligerent
• verbally/physically abusive
• uncooperative
• drunken
• break company policy

• an attempt to distrupt advertising
• must do so in a "meaningful" way
  (defacing billboards)

• "Electronic Fencing" or "Fast Food Fencing"
• professional shoplifting
• repackage goods to sell, often online (ebay, craigslist)

• raised prices
• residence lose sales tax
• neighborhood/employees in danger

• premeditated return of used merchandise (clothing, electronics)

• increased prices, more strict return policy

Dysfunctional fan behavior

(affects consumer value)

• Often verbally abusive to others
• Loud & obnoxious at sporting events
• Sometimes violent
  (soccer hooligans, football fans)

• "cruel" & "unusually"

• "get what you deserve"

• avoiding jail sentences by public embarrassment

1. Deceptive Advertising
2. Marketing to Children
3. Pollution
4. Planned Obsolescene
5. True vs Artificial Needs
6. Encourage Loans, Credit
7. Manipulative Sales Tactics
8. Stealth Marketing

1. Do no harm
2. Foster trust in the marketing system
3. Act in ways that improve consumer confidence in the integrity of the marketing exchange system

term used to describe the activities of various groups to protect basic consumer rights

1. Right to safety
2. Right to be informed
3. Right to redress & to be heard
4. Right to choice

Deficient Products

products that have little or

no potential to create value of any type; faulty

1. product harmfulness

   2. consumer vulnerability

(both are open to interpretation)

Products Liability

• strict liability means that consumers can win legal action against a firm if they can demonstrate that an injury occurance
• punitive & compensatory damages may be awarded
  

the practice of managing and intentionally setting discontinue dates for products

1. Omits info that is important in influencing a consumer's buying behavior and (material claim)

2. is likely to mislead consumers who are acting "reasonably"

• misleading or omission
• different from puffery (vague discription)

1. Foot in the door

(commitment & consistency)

2. Door in the face

(works bc of reciprocity)

3. Even a penny will help

(works bc of shame)

4. "I'm wokring for you!"

(equity theory)

Consumer Behavior as
Human Behavior

econ <- Marketing -> psychology

anthropology <- CB -> social pyschology

process by which goods, services, or ideas are used and transformed into value

need->want->exchange->costs&benefits->reaction->value

• How competitive is the marketing enviornment?
• How dependent is the marketer on repeat business?

puts customer value and satisfaction first

Consumer Behavior and

Marketing Strategy

• a product is really just a bundle of attributes

• attributes are product features that deliver a desired consumer benefit

1. undifferentiated marketing: same basic product offered to all customers

2. differentiated marketing: serves multiple market segments each with a unique offering

3. niche marketing: specialize in serving one market segment with particularly unique demand characteristics

Consumber Behavior

& Society

1. ethnography: involves anaylzing artifacts associated with consumption (may involve living as the customer or observing consumed articles)

2. phenomenology: study consumption as a lived experience (interviews with consumers)

1. numbers-driven

2. statistical models

3. surveys/experiments

4. excel/spss analysis

5. not researcher-dependent
(identical surveys can interpret different resules based on question or researcher)

• social networking
• internationalization of business, but diversified consumers
• economic difficulties = cautious consumers
• changing communication preferences

Internal influences

(consumer value framework)

Psychology of the consumer

Personality of the consumer

cognition: the thinking that goes on as we process and store things that can become knowledge

affect: the feelings we experienced during consumption activites or associated with specific objects

social influences

situational influences

Different types of consumer value

• Utilitarian: product helps me solve a problem (functional)

• Hedonic: product experience causes immediate gratification (emotional value)

• graphically depicts the positioning of competing products
• can be done based on actual product attributes or consumer perception

a change in behavior resulting from the interaction between a person and a stimulus

1. exposure: stimulus is within proximity of the consumer

2. attention: purposeful attempt to understand a stimulus

3. comprehension: consumer takes meaning from stimulus

• How we label (organize in our minds) information is very important
• Changes our expectations for the product and our perception of the benefit

shares some features

(preferred in some cases/novelty)

• a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction
• a form of unintentional learning
• can enhance consumer comprehension of your message
• encourages repeat behavior

behavior is conditioned through reinforcement

1. positive reinforcement: can increase loyalty (points program)

2. punishment: resulting form buying a bad (alternative) product

3. negative reinforcement: use our product to avoid bad outcome

reinforcement schedule is important!

extinction occurs when a behavior (response) that had previously been enforced is no longer recognized

1. the message itself

2. the receiver

3. the enviornment

1. larger the font/picture, more likely comprehension

2. varied meaning of colors

3. should you use letters or number in your ad/brand

1. likeability

2. expertise

3. trustworthiness

4. attractiveness

1. higher intelligence

2. highly involved

3. less familiarity with message

4. right-brain dominant = visual

    left-brain dominant = verbal

1. information intensity (overload)

2. framing and priming (way that the product is presented)

3. timing of the message (taco bell ads on late night)

learning

(mental process assisting learning)

1. repetition (weakest but common)

2. dual coding: meaning derived from the content of the message and something else

3. meaningful coding: attach info to something you already know

4. chunking: breaking the info into smaller parts

all products/brand are compared to the exemplar