Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
173 Cards in this Set
- Front
- Back
|
inner psychological characteristics that both determine and reflect how a person responds to his or her environment
|
personality
|
|
|
What are the four things that describe personality?
|
reflects individual differences, consistent, enduring, and it can change
|
|
|
Unconscious needs or drives are at the heart of human motivation
|
Freudian theory
|
|
|
Social relationships are fundamental to the formation and development of personality
|
Neo-Freudian personality theory
|
|
|
Quantitative approach to personality as a set of psychological traits
|
Trait theory
|
|
|
Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction
|
id
|
|
|
Basic needs reflected here, hunger, thirst, sex
|
id
|
|
|
Instant gratification tendencies, impulsive behavior
|
id
|
|
|
Individual’s internal expression of society’s moral and ethical codes of conduct
|
superego
|
|
|
Learned norms and values
|
superego
|
|
|
Acts as a counterbalance to the id
|
superego
|
|
|
Individual’s conscious control that balances the demands of the id and superego
|
ego
|
|
|
consumer researchers see consumer purchases as a reflection and extension of the consumer’s own personality
|
product personality
|
|
|
Consumers are thought to consume products in part as a reflection and extension of their own innate personality
|
product personality
|
|
|
this type of person moves toward others, they desire to be loved, wanted, and appreciated
|
compliant
|
|
|
this type of person moves against others, they want to excel, achieve
|
aggressive
|
|
|
this type of person moves against others, they want to excel, achieve
|
detatched
|
|
|
Jung’s own method of psychotherapy
|
Analytical Psychology
|
|
|
A storehouse of memories inherited from our ancestral past
|
Collective unconscious
|
|
|
Believed people are shaped by cumulative experiences of past generations
|
collective unconscious
|
|
|
Universally shared ideas and behavior patterns created by shared memories
|
Archetypes
|
|
|
Personality theory with a focus on psychological characteristics
|
Trait Theory
|
|
|
More quantitative than Freudian and Neo-Freudian paradigms
|
Trait Theory
|
|
|
any distinguishing, relatively enduring way in which one individual differs from another
|
Trait
|
|
|
linked to how consumers make their choices or to consumption of a broad product category - not a specific brand
|
Personality
|
|
|
The degree to which consumers are receptive to new products, new services, or new practices
|
Innovativeness
|
|
|
A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs
|
Dogmatism
|
|
|
Ranges on a continuum for inner-directedness to other-directedness
|
trait theory
|
|
|
- rely on own values when evaluating products
- Innovators |
Inner-directedness
|
|
|
- look to others
- less likely to be innovators |
Other-directedness
|
|
|
Consumers who avoid appearing to conform to expectations or standards of others
|
Need for uniqueness
|
|
|
A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences
|
optimum stimulation level
|
|
|
Measures a consumer’s degree of variety seeking
|
Variety-novelty seeking
|
|
|
What are some examples of variety-novel seeking?
|
exploratory purchase behavior, innovativeness, and vicarious exploration
|
|
|
A person’s craving for enjoyment of thinking
|
Cognitive Personality Factors
|
|
|
A person’s preference for information presented visually or verbally
|
Visualizers
|
|
|
Prefer written info over graphics and images
|
Verbalizers
|
|
|
The extent to which a person is considered “materialistic”
|
Consumer Materialism
|
|
|
Very possession oriented, self-centered, like “toys”, equate personal possessions with social status
|
Consumer Materialism
|
|
|
Consumers fixated on certain products or categories of products (collectors)
|
Fixated consumption behavior
|
|
|
This is normal psychology
|
Fixated consumption behavior
|
|
|
“Addicted” or “out-of-control” consumers
|
Compulsive consumption behavior
|
|
|
feel it is wrong to purchase foreign-made products
|
Consumer ethnocentrism
|
|
|
They can be targeted by stressing nationalistic themes
|
Consumer ethnocentrism
|
|
|
Personality-like traits associated with brands
|
Brand Personality
|
|
|
What are some examples of brand personality?
|
Nike and athlete
Levis dependable and rugged |
|
|
strong and favorable will strengthen a brand but not necessarily demand a price premium
|
Brand personality
|
|
|
what are the 3 brand personality issues?
|
Gender, geography and color
|
|
|
The beliefs a person holds about his or her own attributes and how he or she evaluates these qualities
|
self concept
|
|
|
A person’s conception of how he or she would like to be
Partially molded by elements of a consumer’s culture |
ideal self
|
|
|
A person’s realistic appraisal of the qualities he or she does and does not possess
|
actual self
|
|
|
A self-induced shift in consciousness
|
fantasy
|
|
|
Marketing communications aimed at individuals with a large discrepancy between their real and ideal selves
|
fantasy appeals
|
|
|
Refers to the positivity of a person’s self-concept.
|
self-esteem
|
|
|
Attempts to change product attitudes by stimulating positive feelings about the self.
|
self-esteem advertising
|
|
|
We have real and ideal selves for different “roles” we play in life
|
Multiple Selves
|
|
|
Stresses that relationships with other people play a large part in forming the self
|
Symbolic Interactionism Theory
|
|
|
The process of imagining the reactions of others toward us
|
The looking glass self
|
|
|
By acting the way we assume others expect us to act, we wind up confirming these perceptions
|
Self-fulfilling prophecy
|
|
|
People who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it.
|
Symbolic self-completion theory
|
|
|
Products will be chosen when their attributes match some aspect of the self.
|
Self-image congruence models
|
|
|
do things you can’t do or don’t want to (PC)
|
Actually
|
|
|
making you feel better (new shoes)
|
Symbolically
|
|
|
social status (memberships, scarce objects)
|
Conferring status or rank
|
|
|
passing on things to family upon death
|
Bestowing feelings of immortality
|
|
|
owning “lucky” items
|
Endowing with magical powers
|
|
|
The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior
|
Learning
|
|
|
Based on observable behaviors (responses) that occur as the result of exposure to stimuli
|
Behavioral Theories
|
|
|
Learning based on mental information processing
|
Cognitive Theories
|
|
|
What are the 4 elements of learning theories?
|
Motivation
Cues Response Reinforcement |
|
|
A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.
|
Classical Conditioning
|
|
|
Increases the association between the conditioned and unconditioned stimulus
|
Repetition
|
|
|
Advertising wearout is a problem
|
Two-factor Theory
|
|
|
Slows the pace of forgetting
|
Repetition
|
|
|
Having the same response to slightly different stimuli
|
Stimulus generalization
|
|
|
Helps “me-too” products to succeed
|
Stimulus generalization
|
|
|
useful in product extensions
|
Stimulus generalizations
|
|
|
- Selection of a specific stimulus from similar stimuli
- This discrimination is the basis of positioning which looks for unique ways to fill needs |
Stimulus discrimination
|
|
|
A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.
|
Instrumental Conditioning
|
|
|
What are the 4 types of reinforcement??
|
Positive
Negative Punishment Forgetting/Extinction |
|
|
Reinforcing select behaviors (getting people to try a product or come into a store) with the goal of building up longer term, more important behaviors (loyalty)
|
Shaping
|
|
|
Variable/Fixed
Ratio/Interval |
Reinforcement Schedules
|
|
|
a ton of advertising over a short time period
|
Massed Learning
|
|
|
advertising over a longer period of time
|
Distributed learning
|
|
|
A process by which individuals observe how others behave in response to certain stimuli and reinforcements. Also known as modeling or vicarious learning.
|
Observational Learning
|
|
|
People watch others receive reinforcement and “learn” without ever having experienced the reinforcement
|
Observational Learning
|
|
|
Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.
|
Cognitive Learning Theory
|
|
|
People are not mindless “black boxes”
|
Cognitive Learning Theory
|
|
|
allows people to learn basic relationships over time, and form expectations of likely outcomes based on that knowledge
|
xperiential and observational knowledge
|
|
|
A process of acquiring and storing information such that it will be available when needed.
|
Memory
|
|
|
What are the three stages of memory?
|
Encoding, storage, retrieval
|
|
|
Information entered in a recognizable way
|
Encoding stage
|
|
|
Knowledge integrated into what is already there and warehoused
|
Storage stage
|
|
|
The person accesses the desired information
|
Retrieval Stage
|
|
|
Color or shape
|
Sensory meaning
|
|
|
seeing a food that we have tasted
|
sense of familiarity
|
|
|
rich people drinking champagnes is an example of this
|
semantic meaning
|
|
|
relate to events that are personally relevant
|
Episodic memories
|
|
|
especially vivid associations
|
flashbulb memories
|
|
|
an effective way of persuading people to construct a mental representation of the info that they are viewing
|
narrative
|
|
|
Traditional perspective which assumes that STM & LTM are separate systems.
|
Multiple Store Models of Memory
|
|
|
Very temporary storage of information we receive from our senses
|
Sensory Memory
|
|
|
Limited period of time & limited capacity
Working memory (i.e., holds memory we are currently processing) |
Short-term memory
|
|
|
Can retain information for a long period of time
Elaboration rehearsal is required: Process involves thinking about a stimulus and relating it to information already in memory |
Long Term Memory
|
|
|
Argues that different levels of processing occur depending on the nature of the processing task.
|
Activation Models of memory
|
|
|
Contains many bits of related information organized according to some set of relationships
|
Associative networks
|
|
|
Complex “spider webs” filled with pieces of data
|
Knowledge structures
|
|
|
Message is processed in a bottom-up fashion (i.e., starts at a basic level and is subject to increasingly complex processing which requires increased cognitive capacity)
|
Hierarchial processing model
|
|
|
A concept related to a category
|
node
|
|
|
A process which allows consumers to shift back and forth between levels of meaning
|
Spreading activation
|
|
|
A larger unit of meaning (formed by combinations of nodes)
|
Proposition
|
|
|
A cognitive framework (comprised of propositions) developed through experience
|
Schema
|
|
|
A type of schema consisting of a sequence of events expected by an individual
|
Script
|
|
|
First brand to enter a market. Is generally easier to retrieve from memory.
|
Pioneering brand
|
|
|
names easier to recall than names that do no provide cues to what the product is.
|
Descriptive brand
|
|
|
When consumers confuse recently viewed ads with their own experiences.
|
Postexperience advertising effects
|
|
|
Commercials shown first in a series of ads are recalled better than those shown last
|
Viewing environment
|
|
|
a process by which consumers are better able to access info if their mood is the same at the time of their recall as when the info was learned.
|
State-dependent Retrieval
|
|
|
The prominence or level of activation of stimuli in memory
|
Salience
|
|
|
Any technique that increases the novelty of a stimulus also improves recall.
|
Von Restorff Effect
|
|
|
may enhance recall, but do not necessarily improve comprehension.
|
Pictorial ads
|
|
|
Structural changes in the brain produced by learning simply go away.
|
decay
|
|
|
Consumers forget stimulus-response associations when new responses to the same or similar stimuli are learned.
|
Retroactive Interference
|
|
|
As new responses are learned, a stimulus loses its effectiveness in retrieving the old response.
|
Proactive Interference
|
|
|
When only a portion of the items in a category are presented to consumers, the omitted items are not as easily recalled.
|
Part-list Cueing Effect
|
|
|
the inability to recall, and influenced by decay, retroactive interference, proactive interference and partlist cueing effect
|
Forgetting
|
|
|
Consumer memories related to their own past.
|
Autobiographical memories
|
|
|
Aspects of a consumer’s possessions that serve as a form of external memory which prompts the retrieval of episodic memories
|
Mnemonic qualities
|
|
|
The ability of a stimulus to evoke a response years after it is initially perceived.
|
Spontaneous recovery
|
|
|
Ads and products that remind consumers of their past also help to determine what they like now.
|
Memory and Aesthetic Preferences
|
|
|
Subjects are shown ads and asked if they have seen them before.
|
Typical Recognition Test
|
|
|
Subjects are asked to independently think of what they have seen without being prompted first.
|
Typical Recall Test
|
|
|
A widely used commercial measure of advertising recall for magazines.
|
The starch test
|
|
|
A contaminated result due to the instrument or the respondent, rather than the object that is being measured.
|
Response bias
|
|
|
Unintentionally forgetting information
|
Memory lapse
|
|
|
Leaving facts out
|
Omitting
|
|
|
normaiizing memories by not reporting extreme cases
|
averaging
|
|
|
inaccurate recall of time
|
telescoping
|
|
|
What are the four types of loyalty?
|
- No loyalty
- Covetous loyalty - Inertia loyalty - Premium loyalty |
|
|
What are the 3 groups of brand loyalty?
|
- Consumer drivers
- Brand drivers - Social drivers |
|
|
- Positive associations a person has about a brand
- Refers to the value inherent in a well-known brand name - Value stems from consumer’s perception of brand superiority |
Brand Equity
|
|
|
Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells.
|
subliminal perception
|
|
|
These are examples of what?
- embeds, backward masking, low level auditory stimulation |
Subliminal Perception
|
|
|
What are the 3 aspects of perception?
|
Selection, organization and interpretation
|
|
|
Consumers subconsciously are selective as to what they perceive.
|
Perceptual Selection
|
|
|
Stimuli depend on what 2 factors?
|
Consumers previous experiences and consumers motives
|
|
|
contrast, dramatic images
|
Nature of the stimulus
|
|
|
both influence what I perceive, they either make some stimuli stand out (I need a new car and I notice new car ads), or go away (I smoke, and anti-smoking ads are ignored)
|
Expectations and motives
|
|
|
Consumers seek out messages which:
Are pleasant They can sympathize Reassure them of good purchases |
Selective Exposure
|
|
|
Heightened awareness when stimuli meet their needs
Consumers prefer different messages and medium |
Selective Attention
|
|
|
Screening out of stimuli which are threatening
|
Perceptual Defense
|
|
|
Consumers avoid being bombarded by:
Tuning out and TiVo |
Perceptual Blocking
|
|
|
What are the 3 general principles of organization?
|
Figure and ground
grouping closure |
|
|
Important for model selection in advertising
Attractive models are more persuasive for some products People who “look like me” can be perceived as friendly and trustworthy |
Physical Appearances
|
|
|
People also tend to have schema for many types of stimuli (including other people).
When encountering similar situations, people tend to classify that situation according to predefined schema |
Stereotypes
|
|
|
Tend to be lasting
|
First impressions
|
|
|
put most important arguments first
|
Jumping to conclusions
|
|
|
similar to stereotypes, but only at the attribute level—you try to infer information about unseen attributes from seen attributes
|
Halo effects
|
|
|
Establishing a specific image for a brand in the consumer’s mind
|
positioning
|
|
|
creating an overall image in the minds of consumers, within which you can place many of your products
Great for very large companies (McDonalds) |
Umbrella positioning
|
|
|
Comparative advertising, direct or indirect
Wendy’s “Where’s the Beef” |
Positioning against competition
|
|
|
Give an example of positioning based on a specific benefit
|
Fedex on reliability
|
|
|
Seeking out unmet needs, Arm and Hammer, Palmolive
|
Unowned position
|
|
|
Blanketing a market: Visine eye drops has forms for redness, long-lasting, allergy, lubrication
Goes with a desire to maximize shelf space |
Filling several positions
|
|
|
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands
|
Perceptual Mapping
|
|
|
prices inside the memory
|
internal
|
|
|
prices in the store or advertising
|
external prices
|
|
|
the “worth” that consumers feel they received from purchasing goods an services
|
acquisition and transaction utility
|
|
|
used as a basis for comparison in judging another price
|
reference prices
|
|
|
The consumer’s perceived economic gain or loss associated with the purchase
Function of product utility and purchase price |
Acquisition utility
|
|
|
The perceived pleasure or displeasure associated with the financial aspect of the purchase
Determined by the difference between the internal reference price and the purchase price |
Transaction utility
|
|
|
used to measure gap between customers’ expectation of service and perceptions of actual service
|
SERVQUAL scale
|
|
|
The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product.)
|
Price/Quality Relationship
|
