Adv 319 Test 1

Front 1

What is consumer behavior?

Back 1

The process involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

Front 2

Different factors in consumer behavior

Back 2

The consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product during the three stages in the consumption process.

Front 3

People involved in consumer behavior

Back 3

Purchaser and user (might not be same person)
influencer-provides recommendations for or against certain products without actualy buying or using them.

Front 4

Decision makers involved in purchase

Back 4

Initiator
Influence
Decider
Purchaser
User

Front 5

Three perspectives on consumer behavior

Back 5

1. Consumers are Systematic Decision Makers
2. Consumers are Active Interpreters
3. We are all Consumers

Front 6

Consumers are Systematic Decision Makers

Back 6

Maximizing the benefits from purchases defines the purchase- consumers are deliberate

Front 7

Consumers are Active Interpreters

Back 7

Cultural/social membership defines purchases; Consumers are "meaning makers" in their consumption

Front 8

We are all Consumers

Back 8

Consumers are human beings. And human beings are complex and irrational

Front 9

Does Advertising educated consumers?

Back 9

Good: Advertising informs.
Bad: Advertising is superficial and intrusive

Front 10

Does Advertising affect happiness and general well-being?

Back 10

Good: Advertising addresses a wide variety of basic human needs and reflects society's values and priorities.
Bad: Advertising creates unnecessary needs and promotes materialism.

Front 11

What is sensation?

Back 11

the immeadiate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture)

Front 12

Perceptual Process

Back 12

Exposure --> Attention --> Interpretation

Front 13

Hedonic Consumption

Back 13

multi-sensory, fantasy, and emotional aspects of consumers' interactions with products

Front 14

Sensory Marketing

Back 14

marketers use impact of sensations in consumers' product experience

Front 15

Exposure

Back 15

occurs when a stimulus comes within range of someone's sensory receptors.
-we can concentrate, ignore, or completely miss stimuli.

Front 16

J.N.D

Back 16

(Just Noticeable Difference) The minimum difference between two stimulus

Front 17

Webber's Law

Back 17

the J.N.D. between 2 stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus
The stronger the intiial stimulus, the greater the additional intensity needed for the 2nd stimulus to be perceived as different

Front 18

What marketing implications do the sensory thresholds have?

Back 18

Marketers need to determin the relvant J>N>D for their products so that negative changes are not readily discernible to the public improvements are very apparent to consumers

Front 19

What does attention refer to?

Back 19

Attention refers to the extent to which processing activity is devoted to a particular stimulus.

Front 20

Selection Depends on: The Nature of the stimulus

Back 20

includes the product's physical attributes, package design, brand name, and advertising

Front 21

Selection Depends on: Expectations

Back 21

are based on familiarity, previous experience or expectations

Front 22

Selection Depends on: Motives

Back 22

our needs or wants for a product or service

Front 23

Stimulus Selection Factors

Back 23

We are more likely to notice stimuli that differ from others around them. So marketers can create "contrast" through: size, color, position, and novelty.

Front 24

Selective exposure

Back 24

Consumers seek out messanges that are pleasant, they can sympathize with, and that reassure them of good purchases.

Front 25

Selective Attention

Back 25

Heightened awareness when stimuli meet their needs or interests. Consumers prefer different messages and media.

Front 26

Perceptual Defense:

Back 26

Perceptual Defense:
Subconsciously screening out of stimuli which are threatening. Consumers even distort info that is not consistent with their needs, values, etc.

Front 27

Perceptual Vigilance

Back 27

Perceptual Vigilance:
opposite of defense- you pay attention to the stimuli
ex: being a fan of Coke and hearing about any of their ads makes you pay attention

Front 28

Perceptual Blocking

Back 28

Perceptual Blocking:
Consumers avoid being bonbarded with stimuli by: tuning out, TiVo

Front 29

What does interpretation refer to?

Back 29

interpretation refers to the meaning we assign to sensory stimuli, which is based on schema.

Front 30

Schema

Back 30

Schema is a mental, knowledge structure that organizes beliefs, ideas and feelings.

Front 31

Priming

Back 31

Priming is a process in which certain properties of a stimulus evoke a schema that affects subsequent response to stimuli.

Front 32

Gestalt psychology

Back 32

Gestalt psychology
"the whole is greater than the parts"

Front 33

What are the principles of stimulus organization?

Back 33

Principles of stimulus organization:
Closure, figure-ground, and similarity (grouping)

Front 34

Figure-ground

Back 34

Figure-ground:
one part of the stimulus will dominate and the rest of the stimulus will stay in the background. Like a picture with one thing in focus and the rest just background

Front 35

Similarity/Grouping

Back 35

Similarity/Grouping:
people group stimuli to form a unified impression or concept. Grouping helps memory and recall.

Front 36

Closure

Back 36

Closure:
people need closure and organized perception to form a complete picture. People need to fill in missing pieces. People tend to perceive an incomplete picture as complete, we fill int he blanks on our prior experiences. Its why we can still read a neon sign, even though some of its letters are burnt out. Incomplete pieces are remembered more than complete ones

Front 37

Semiotics

Back 37

Semiotics: correspondence between signs and symbols and their role in the assignment of meaning

Front 38

3 Basic components of marketing messages

Back 38

Components of marketing messages:
Object: product that is the focus of the message
Sign: sensory image that represents the intended meaning of the object
Interpretant: meaning derived

Ex: Marlboro cigarettes-rugged american cowboy

Front 39

Perceptual Map

Back 39

Perceptual Mapping:
An analytical technique that enables marketers to plot graphically where brands are perceived in consumers minds. They are used to determine how brands are currently perceived to determine future positioning.

Front 40

Brand Positioning

Back 40

Brand positioning:
Brand perceptions; establishing a specific image for a brand in the consumer's mind in relation to competing brands; conveys the product in terms of how it fulfills a need; successful positioning creates a distinctive, positive brand image.

Front 41

Brand Perceptions

Back 41

Brand Perceptions = functional attributes + symbolic attributes

Front 42

Learning

Back 42

Learning:
the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior

Front 43

Behavioral Learning

Back 43

Behavioral Learning is based on observable behaviors (responses) that occur as the result of exposure to stimuli.

Front 44

Types of Behavioral Learning

Back 44

Types of Behavioral Learning:
Classical conditioning and Instrumental (operant) conditioning

Front 45

Classical Conditioning Principles

Back 45

Classical Conditioning Principles:
repetition, stimulus generalization, and stimulus discrimination

Front 46

Repetition

Back 46

Repetition:
-increases the association between the conditioned and unconditioned stimulus
-slows the pace of forgetting
-when exposure decreases, extinction occurs
-advertising wearout is a problem

Front 47

Stimulus Generalization

Back 47

Stimulus Generalization:
-having similar responses to slightly stimuli
-helps "me too" products to succeed
-useful in product extension, family branding, licensing, and look-alike packaging