Advertising Ch 5

Front 1

Attitude

Back 1

an evaluative response- positive or negative -regarding some idea or object

Front 2

Brand Interest

Back 2

an individual's openness or curiosity about a brand

Front 3

Brand Loyalty

Back 3

the consumer's conscious or unconscious decision--expressed through intention of behavior-- to repurchase a brand continually; this occurs because the consumer perceives that the brand has the right product features, image, quality, or relationship at the right price

Front 4

Business Markets

Back 4

organizations that buy natural resources, component products, and services that they resell, use to conduct their business, or use to manufacture another product

Front 5

Centers of Influence

Back 5

customers, prospective customers, or opinion leaders whose opinion and actions are respected by others

Front 6

Central Route to Persuasion

Back 6

one of two ways researchers Petty, Cacioppo, and Schumann theorize that marketers can persuade consumers; when consumers have a high level of involvement with the product or the meddage, they are motivated to pay attention to the central, product-related information in an ad, such as product attributes and benefits, or demonstrations of positive functional or psychological consequences

Front 7

Cognition

Back 7

the mental processes involved in perception, thinking, recognition, memory, and decision making

Front 8

Cognitive Theory

Back 8

an approach that views learning as a mental process of memory, thinking, and the rational application of knowledge to practical problem solving

Front 9

Conditioning theory

Back 9

the theory that learning is a trial-and-error process

Front 10

Consumer Behavior

Back 10

the activities, actions, and influences of people who purchase and use goods and services to satisfy their personal or household needs and wants

Front 11

Consumer Decision Process

Back 11

the series of steps a consumer goes through in deciding to make a purchase

Front 12

Consumer Markets

Back 12

people who buy products and services for their own, or someone else's, personal use

Front 13

Culture

Back 13

a homogeneous group's whole set of beliefs, attitudes, and ways of doing things, typically handed down from generation to generation

Front 14

Current Customers

Back 14

people who have already bought something from a business and who may buy it regularly

Front 15

Elaboration Likelihood Model

Back 15

a theory of persuasion; psychologists Petty, Cacioppo, and Schumann theorize that the route of persuasion depends on the consumer's level of involvement with the product and the message; when consumers have high involvement with the product or the message. they will attend to product-related information, such as product attributes and benefits or demonstrations, at deeper, more elaborate levels; this can lead to product beliefs, positive brand attitudes, and purchase intention; on the other hand, people who have low involvement with the product or the message have little of no reason to pay attention to it or to comprehend the central message of the ad; as a result, direct persuasion is also low, and consumers form few if any brand beliefs, attitudes, or purchase intentions; however, these consumers might attend to some peripheral aspect of the as or commercial--say, the pictures in the ad or the actors in a commercial--for their entertainment value; and whatever they feel or think about these peripheral, nonproduct aspects might integrate into a positive attitude toward the ad

Front 16

Environments

Back 16

surroundings that can affect the purchase decision

Front 17

Evaluation of Alternatives

Back 17

choosing among brands, sizes, styles, and colors

Front 18

Evaluative Criteria

Back 18

the standards a consumer uses for judging the features and benefits of alternative products

Front 19

Evoked Set

Back 19

the particular group of alternative goods or services a consumer considers when making a buying decision

Front 20

Exchange

Back 20

the trading of one thing of value for another thing of value

Front 21

Government Markets

Back 21

governmental bodies that buy products for the successful coordination of municipal, state, federal, or other government activities

Front 22

Habit

Back 22

an acquired or developed behavior pattern that has become nearly or completely involuntary

Front 23

Hierarchy of Needs

Back 23

Maslow's theory that the lower biological or survival needs are dominant in human behavior and must be satisfied before higher, socially acquired needs become meaningful

Front 24

Industrial Markets

Back 24

individuals or companies that buy products needed for the production of other goods or services such as plant equipment and the telephone system

Front 25

Informational Motives

Back 25

the negatively originated motives, such as problems removal or problem avoidance, that are the most common energizers of consumer behavior

Front 26

Interpersonal Influences

Back 26

social influences on the consumer decision-making process, including family, society, and cultural environment

Front 27

Learning

Back 27

a relatively permanent change in thought processes or behavior that occurs as a result of reinforced experience

Front 28

Market

Back 28

a group of potential customers who share a common interest, need, or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price; also, an element of the media mix referring to the various targets of a media plan

Front 29

Marketers

Back 29

any person or organization that has products, services or ideas to sell

Front 30

Marketing

Back 30

the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations

Front 31

Mental Files

Back 31

stored memories in the consumer's mind

Front 32

Motivation

Back 32

the underlying drives that stem from the conscious or unconscious needs of the consumer and contribute to the individual consumer's purchasing actions

Front 33

Needs

Back 33

the basic, often instinctive, human forces that motivate us to do something

Front 34

Negatively Originated Motives

Back 34

consumer purchase and usage based on problem removal or problem avoidance; to relieve such feelings, consumers actively seek a new or replacement product

Front 35

Nonpersonal Influences

Back 35

factors influencing the consumer decision-making process that are often out of the consumer's control, such as time, place, and environment

Front 36

Opinion Leaders

Back 36

someone whose beliefs or attitudes are respected by people who share an interest in some specific activity

Front 37

Organizational Buyers

Back 37

people who purchase products and services for use in business and government

Front 38

Perception

Back 38

our personalized way of sensing and comprehending stimuli

Front 39

Perceptual Screens

Back 39

the physiological or psychological perceptual filters that messages must pass through

Front 40

Peripheral Route to Persuasion

Back 40

one of the two ways researchers Petty, Cacioppo, and Schumann theorize that marketers can persuade consumers; people who have low involvement with the product of message have little or no reason to pay attention to it or to comprehend the central message of the ad; however, these consumers might attend to some peripheral aspects of an ad or commercial for their entertainment value; whatever they feel or think about these peripheral, nonproduct aspects might integrate into a positive attitude toward the ad; at some later date, these ad-related meanings could be activated to form some brand attitude or purchase intention; typical of advertising for many everyday low-involvement purchases such as many consumer packaged goods: soap, cereal, toothpaste, and chewing gum

Front 41

Personal Processes

Back 41

the 3 internal, human operations--perception, learning, and motivation--that govern the way consumers discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions

Front 42

Persuasion

Back 42

a change in belief, attitude, or behavioral intention caused by a message (such as advertising or personal selling)

Front 43

Physiological Screens

Back 43

the perceptual screens that use the 5 senses--sight, hearing, touch, taste, and smell--to detect incoming data and measure the dimension and intensity of the physical stimulus

Front 44

Positively Originated Motives

Back 44

consumer's motivation to purchase and use a product based on a positive bonus that the product promises, such as sensory gratification, intellectual stimulation, or social approval

Front 45

Postpurchase Dissonance

Back 45

the theory that people try to justify their behavior by reducing the degree to which their impressions or beliefs are inconsistent with reality; also called Theory of Cognitive Dissonance

Front 46

Postpurchase Evaluation

Back 46

determining whether a purchase has been satisfactory or unsatisfactory one

Front 47

Prospective Customers

Back 47

people who are about to make an exchange or are considering it

Front 48

Psychological Screens

Back 48

the perceptual screens consumers use to evaluate, filter, and personalize information according to subjective standards, primarily emotions and personality

Front 49

Reference Groups

Back 49

people we try to emulate or whose approval concerns us

Front 50

Reseller Markets

Back 50

individuals or companies that buy products for the purpose of reselling them

Front 51

Selective Perception

Back 51

the ability of humans to select from the many sensations bombarding their central processing unit those sensations that fit well with their current or previous experiences, needs, desires, attitudes, and beliefs, focusing attention on some things and ignoring others

Front 52

Self-Concept

Back 52

the images we carry in out minds of the type of person we are and who we desire to be

Front 53

Social Classes

Back 53

traditional divisions in societies by sociologist--upper, upper-middle, lower-middle, and so on--who believed that people in the same social class tended toward similar attitudes, status symbols, and spending pattern

Front 54

Stimulus

Back 54

physical data that can be received through the senses

Front 55

Stimulus-response theory

Back 55

also called conditioning theory; some stimulus triggers a consumer's need or want, and this in turn creates a need to respond

Front 56

Subculture

Back 56

a segment within a culture that shares a set of meanings, values, or activities that differ in certain respects from those of the overall culture

Front 57

Transformational Motives

Back 57

positively originated motives that promise to 'transform' the consumer through sensory gratification, intellectual stimulation, and social approval

Front 58

Transnational (global) Markets

Back 58

consumer, business, and government markets located in foreign countries

Front 59

Utility

Back 59

a product's ability to provide both symbolic or psychological want satisfaction and functional satisfaction; a product's problem-solving potential may include form, time, place, or possession utility

Front 60

Selective Perception

Back 60

the ability of humans to select from the many sensations bombarding their central processing unit those sensations that fit well with their current or previous experiences, needs, desires, attitudes, and beliefs, focusing attention on some things and ignoring others

Front 61

Self-Concept

Back 61

the images we carry in out minds of the type of person we are and who we desire to be

Front 62

Social Classes

Back 62

traditional divisions in societies by sociologist--upper, upper-middle, lower-middle, and so on--who believed that people in the same social class tended toward similar attitudes, status symbols, and spending pattern

Front 63

Stimulus

Back 63

physical data that can be received through the senses

Front 64

Stimulus-response theory

Back 64

also called conditioning theory; some stimulus triggers a consumer's need or want, and this in turn creates a need to respond

Front 65

Subculture

Back 65

a segment within a culture that shares a set of meanings, values, or activities that differ in certain respects from those of the overall culture

Front 66

Wants

Back 66

desires learned during a person's lifetime

Front 67

Transformational Motives

Back 67

positively originated motives that promise to 'transform' the consumer through sensory gratification, intellectual stimulation, and social approval

Front 68

Transnational (global) Markets

Back 68

consumer, business, and government markets located in foreign countries

Front 69

Utility

Back 69

a product's ability to provide both symbolic or psychological want satisfaction and functional satisfaction; a product's problem-solving potential may include form, time, place, or possession utility