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81 Cards in this Set

  • Front
  • Back
Consumer behavior
the totality of activities with respect to the acquisition, usage, and disposition of products by human decision making units (over time).
marketing
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
Marketing concept
discover and satisfy wants/needs of customers
Consumer decision process

-Need recognition


-Information search


-Evaluation of alternatives


-Choice (purchase)


-Post-choice evaluation

3 perspectives

-decision making perspective


-behavioral influence perspective


-experiential perspective

Decision making perspective

Consumers are rational with biases

Behavioral influence perspective
Consumers are impulive
experiential perspective
Consumers relate to products
Above average effect
People believe themselves to be above average
Below average effect
People believe themselves to be below average
3 steps of info processing

-exposure


-attention


-perception

Absolute threshold
Lowest point at which we can detect something (dog whistle)
Just noticeable difference

Smallest increment/ change we can detect



adaptation
Becoming desensitized to stimuli
Exposure leads to
familiarity
4 selective exposures

-avoidance


-zipping (fast forward)


-zapping (changing channels)


-muting

attention

Devoting cognitive resources to a stimulus



salience
How prominent something is
usefulness
Relevance to self or current needs and goals
Factors of getting attention

-novelty/ surprise


-sound/ motion/ color


-thinking/ humor/ curiosity


-attractive visuals


-position in visual field

Factors of giving attention

-motivation


-ability


-clutter


-arousal

perception
the process by which people select, organize, and interpret information to form a meaningful picture of the world
motivation
An internal drive state that serves to activate behavior toward a goal


Motivation is characterized by

-arousal


-strength


-direction

consequences of motivation

involvement


Behavior

cognitive

Relating to thinking



affective
Relating to mood/emotions
involvement
an interest in an offering or product, personal relevance of the product or situation
2 types of motivation

-extrinsic


-intrinsic

Extrinsic motivation

encouragement from an outside force, rewards



Intrinsic motivation
Motivation stemming from inside oneself
extrinsic= ____term motivation
short

intrinsic=_____term motivation
long
Laddering technique
Asking why over and over again to get to the fundamental human need
need
A discrepancy between an actual and a desired state
2 ways to get a consumer to perceive a need

-move perceived desired state up


-move perceived actual state down

Regulatory focus theory (2 focuses)

-promotion focus (aspirational/accomplishment)


-prevention focus (protection/avoidance)



Triggers of need recognition

Inventory runs out


Dissatisfaction


Boredom, novelty seeking


Changing reference groups


Marketing communications


Family life cycle

Maslow's Hierarchy of Needs

-Physiological


-safety


-social


-esteem


-self-actualization

Maslow's Hierarchy of Needs (primary needs)

-physiological


-safety and security

Maslow's Hierarchy of Needs (secondary needs)

-social


-esteem


-self-actualization

Cognitive needs

-consistency


-attribution


-categorization


-autonomy


-stimulation

Affective needs

-expression


-ego defense


-affiliation


-identification


-modeling



3 need conflicts

-approach/approach


-approach/avoid


-avoid/avoid



If intrinsic motivation is high= ______ rewards
congruent
If intrinsic motivation is low= ______ rewards
incongruent
Hedonic purchase= ________ reward
Necessity

Utilitarian purchase= _______ reward
luxury
Low effort= ______ reward
necessity
High effort= ______ reward
luxury
Goal gradient effect
increasing motivation as reaching goal
Future of rewards programs (2 categories)

-digitization


-gamification

personality
An individual’s distinctive pattern of thinking, feeling, and behaving
trait
a single consistent characteristic

Traits- Five Factor Model (Big 5)


Hint= OCEAN

-openness


-conscientiousness


-extroversion


-agreeableness


-neuroticism (emotional instability)





gamification



builds on natural needs & motivations to encourage repetitive behaviors (ESPN game outcome guessing)



Classical conditioning
Use existing associations to create positive or negative associations for product or brand(Pavlov's dogs)
Father of modern advertising
Pavlov
operant conditioning
the learning process
Operation conditioning- carrot and sticks (4 things)

-positive reinforcement (get something)


-negative reinforcement (something bad stops happening)


-positive punishment (get punishment)


-negative punishment (take something good away)

Continuous reinforcement= ______ learning
quick
Partial reinforcement (intermittently)= _______ learning
lasting
Vicarious learnings
Learning contingencies without directly experiencing them
encoding
transferring information into memory

retrieval
remembering and accessing what is stored in memory
Sensory memory
Information that comes in through our senses
Short term memory
Currently activated portion of memory

Long term memory


Permanently stored knowledge
Long term autobiographical memory
knowledge about ourselves & our own experiences
Long term semantic memory
knowledge about the world
Long term procedural memory
knowledge about how to do things

3 types of categories

-basic


-superordinate


-subordinate

superordinate categorization
more general; broader, higher category than basic
subordinate categorization
more specific; narrower, lower category than basic
prototypes
When brand becomes synonymous with category itself
3 ways to help encoding

-Chunking


-repetition


-elaboration




recognition

Drawing out associations once the stimulus is present, limited



recall
Drawing out associations on demand, strong
2 memory retrieval failures

-decay


-interference

First-Mover Advantage (pioneer)

Being the first in the market, people associate the product to your specific company (ipod)