Consumer Value Framework PART 1

based on CB3 by Babin and Harris / Nina Poblador

INTERNAL INFLUENCES
I. Consumer Psychology
Name:
Age:
School/Place of Work:
Job Designation:
Monthly Allowance:
500 below
501-2000
2001-4000
4001 above
Monthly Salary
PHP 8,000 & below
PHP 8,001 15,000
PHP 15,001 50,000
PHP 50,001 100,000
PHP 100,001 and above

A. Learning
- Did the consumers have an intentional or unintentional learning purpose when exposed to
your firms offering?
> Do you seek new cafs to go to or did you just see this coffee shop and decided to try it
out?
> What brought you here?
> Do you live near?
> Why did you decide to go here?
> Are you a coffee enthusiast?
- If their learning was unintentional, were there any instances of classical conditioning or
instrumental conditioning?
> Why did you enter the coffee shop?
> Do you go where your friends go?
> **Factors of why they enter peerpressure, stress reliever, try out newly opened place
- Were there any instances in the learning process which involved discriminative stimuli,
reinforcement or shaping?

B. Perception
1. Consumer Perception Process

- Discuss how the consumers go about sensing (exposure) organizing (attention) reacting
(comprehension) the experience offered by your firm.
>How did you know about Bean There? (Exposure)
>Do you compare your experience here in Bean There to other cafs? (Attention)
>Do you have comments or suggestions regarding this establishment? (Reacting)
- How did the firm try to catch the attention of their target market? What types of stimuli did
they use?
> What promotions did you have upon the start of your business? Before it started? After?
- What kinds of reactions did the consumers acquire from the experience? Assimilation,
Accommodation or Contrast? Discuss your answer.
>Did you recognize that Bean There is a coffee shop from your first your glance?
(Assimilation)
>Are there factors or parts of Bean Theres that does not make it feel like it is not a coffee
shop? (Accommodation)
>Do they have products that do not generally appear in coffee shops? (Contrast)
- What types of selective perception did the consumers undertake?
>How did you narrow down the menu? (Selective Exposure)
>What item on the menu did you notice first/catch your attention first? (Selective Attention)
>Do you order your favorites or do you try out new things/food once in a while? (Selective
Distortion)
2. Comprehension
- Evaluate the factors affecting the consumer comprehension of your firms offered
experience.
a. Characteristics of the Message
1. Physical Characteristics
>What do you think of Bean Theres interior design? Does it give off the coffee shop vibe or a
relaxed vibe?
>Did the signage of Bean There catch your attention?
2. Simplicity-Complexity
>What did you think of bean theres menu?
3. Congruity-Incongruity
> Is the overall design of bean there consistent?
4. Figure-Ground
>How did you understand the menu and the posters of bean there?
5. Message Source
>Did someone recommend for you to try bean there?
b. Message Receiver Characteristics (from company rep)
1. Intelligence

what is the idea/concept behind this store?

The name?
2. Ability
how did you start the store?
What did you have to go through?
What risks did you take?
3. Involvement
did you have any help in building the store?
What connections did you use?
4. Familiarity/Habituation
do you have other businesses apart from this?
Are you used to doing this sort of stuff?
5. Expectations
what were your expectations upon the start of the business?
What are your expectations towards your crew and customers?
6. Physical Limits
Up to what extent where you willing to give up for the caf?
What did you have to go through to get to this position?
7. Brain Dominance (for later interpretation)
c. Environmental Characteristics
1. Information Intensity
>Do you think that the posters and messages being relayed by bean there is enough?
2. Framing
>Do you understand perfectly the menu and the posters?
3. Timing
>How long does it take you to read their posters and menus?
C. Memory
- Based on Exhibit 4.8, construct your Consumers Associative Network Associated with the
Experience Offered by Your Firm
- Since your firm is most likely offering a new or unique experience, evaluate their reactions in
terms of Script, Episodic Memory, Social Schema and Personal Elaboration.
D. Attitudes
1. Consumer Attitudes
Discuss your consumers attitudes in terms of:
a. Affect
>Do you feel that you already have an attachment or connection to bean there caf?
b. Behavior

>Are you a loyal buyer to bean there caf?

c. Cognition or Beliefs
>Do you believe that the products here at bean there are better than other cafes?
and give the category in which they belong in the Hierarchy of Effects
>Why do you choose to buy here at bean there caf?
2. Attitude Functions
Discuss which attitude functions were inherent in the consumers of your firm:
>What is your attitude towards buying food and drinks in bean there?
a. Utilitarian Function
b. Knowledge Function
c. Value Expressive
d. Ego-Defensive
3. Message Appeal and Persuasion
Which of the following appeals were present in the marketing programs of your assigned
firm?
a. Sex
b. Humor
c. Fear
4. Source Effects
Discuss the factors of source effects of your assigned firm in terms of its credibility,
attractiveness, likeability and meaningfulness.
*** Nothing Follows ***
MARKCU1 : Guide Questions for Personality of Consumer
28 Feb 2013 / Nina Poblador
A. Motivation
- Motivations are the inner reasons or driving forces behind human actions as consumers are
driven to address real needs
> DO you feel the need to stay awake? (Reasons why you buy coffee/go to a caf)
> Do you consume coffee everyday? (frequency)
1. Consumer Motivation
Discuss the motivations of the consumer base of your assigned firm based on:
a. Homeostasis
> Are you used to drinking coffee?
> Has it become a hobby?
b. Self-Improvement
>Why do you drink coffee?
c. Maslows Hierarchy of Needs
> Physiological
Do you consider coffee as a necessity?
> Safety and Security

> Love and Belongingness

Are you forced to go to coffee shops and consume coffee?
>Esteem
Do you feel good every time you consume coffee?
>Self Actualization
d. Utilitarian Motivation
>Do you prefer this coffee shop amongst others? Why?
>Why do you prefer going to this coffee shop?
e. Hedonic Motivation
>Why do you go to coffee shops?
2. Consumer Involvement
- Consumer Involvement represents the degree of personal relevance a consumer finds in
pursuing value from a given act of consumption.
Discuss the types of involvement your firms consumer base experiences based on their value
perception of your firms provided experience. Remember, the higher the involvement, the
higher the value expected.
a. Product Involvement
>How do you choose/order? What are the criteria you consider?
b. Shopping Involvement
>Do you plan to buy more when there is a promo being offered here?
c. Situational Involvement
>Whats your purpose in going to this coffee shop?
>What do you usually order?
d. Enduring Involvement
>How often do you consume coffee?
>Why do you consume coffee?
e. Emotional Involvement
>Why do you usually buy coffee?

B. Personal Values and Emotional Expressiveness

- Emotions are psychobiological (psychological and physical responses) reactions to
appraisals. They create visceral responses, which are certain feeling states that are tied to
physical reactions/behavior in a very direct way. Consumers react to emotions immediately.
1. Cognitive Appraisal Theory
- School of thought proposing that specific types of appraisal thoughts can be linked to
specific types of emotions.
Discuss the possible appraisals, emotions and corresponding behavioral reactions (see exhibit
5.4) your firms consumer base were most probably experiencing during interface:
a. Anticipation Appraisals - Focuses on the future. It can elicit emotions like hopefulness or

anxiety. In the commercial, a little sister cuts her hair and gives it to her big brother who has
cancer; it fills us with a sense of hope. Another example: this is why we don't like dentists because of the anxiety that is assocated with visiting the dentist.
>What are your expectations about their products and/or service?
b. Agency Appraisals
>
c. Equity Appraisal - Considers how fair the result was for all the people involved. It can evoke
emotions like warmth or anger. In the commercial, MC Hammer had everything and lost it all.
>Do you think that their products and/or service is worth your money?
d. Outcome Appraisal - It considers how something turned out relative to one's goals. It can
evoke emotions like joy, satisfaction, sadness, or pride. Commercial: a man gives his friend a
Coke, and he starts to think about all he hasn't done in his life.
>Did their products and/or service meet your expectations?
2. Mood and Memories
- Mood can be thought of as a temporary and changing, general feeling state often
characterized with simple descriptors such as good mood, bad mood, or even funky
mood.
>What moods are struck whenever you drink coffee?
Discuss the various moods your respondents were probably going through as they were
experiencing the consumption process. Were they making any mood-congruent judgments?
- Mood Congruent Recall: consumers will remember information better when the mood they
are currently in matches the mood they were in when originally exposed to the information.
>Will you consider going back here again?
- Autobiographical Memories: are memories of previous, meaningful events in ones life
>What memories are evoked when you are in Bean There?
Were they any instances that your respondents expressed any form of nostalgia during
interface with your firms offered experience? Discuss in terms of mood congruent recall and
autobiographical memories.
Mood Congruent Judgments - The value of a target is influenced in a consistent way by one's
mood. For example, a consumer in a bad mood tends to judge things negatively.
3. Emotional Involvement
- The things that tap our deepest emotions have the ability to evoke the greatest value.
Emotional involvement is the type of deep personal interest that evokes strongly felt feelings
simply from the thoughts or behavior associated with some object or activity.
During the course of your groups stay with the firm assigned to you, did you observe any
highly-involved consumers experiencing flow or an extremely high emotional involvement
in which a consumer is engrossed in an activity?

C. Personality
- Personality is the totality of thoughts, emotions, intentions, and behaviors that a person
exhibits consistently as he or she adapts to the environment.

Discuss the various personalities present in your consumer respondent based on:
a. Value Consciousness
>Do you believe that their products and/or services are worth your money and/or time?
b. Materialism
>Do you think the serving of their products is enough for you?
c. Innovativeness
>Are there products or factors in Bean There that is different from other coffee shops that
you already experienced?
d. Complaint Proneness
>Are there customers that complain? If yes, how often do they complain and what is it about?
e. The Five-Factor Model Approach

- Brand Personality is the collection of human characteristics that can be associated with a
brand. It is especially important when one considers that consumers, at least to some extent,
have relationships with brands and that personality traits are important in the formation and
maintenance of these relationships.
Describe the possible overall quality of the relationship between consumer and brand in
terms of:
a. Love and Passion
>Do you hear comments from the consumers that they love the product and/or service?
b. Self-Connection
>What comes into your mind when you hear Bean There?
c. Commitment
>Do you have loyal consumers?
d. Interdependence
>*Observation* Is the firm self service?
e. Intimacy
>What do the consumers usually ask for?
>Do you believe that you have a connection with your consumers?
f. Brand Partner Quality
>Do you believe that this Bean Theres product and/or service is of high quality?
Note : The discussion of Lifestyles of your consumer base should be included in the Consumer
Profile portion of the paper.