Cb Final

Front 1

reference group

Back 1

group of people that significantly influence one's behavior

Front 2

personal influence

Back 2

often exceeds the influence that a company's own promotional efforts might have

Front 3

informational influence

Back 3

people accept the opinion of others as a means to gaining information to evaluate products or brands

Front 4

Word of Mouth WOM influence

Back 4

referrals from other consumers account for three times as many purchases as did ads
twice as effective as radio
four times as personal selling and
seven times as print ads
can be either positive or negative in its implications for a brand

Front 5

normative influences

Back 5

consumers choices are often affected by their beliefs about how important others will react to them as a function of product ownership and or product usage
-are we behaving the way others who are important to us think we should?
-implications: our product choices might be influenced by what others think and the choices of others

Front 6

normative social influences used to marketers advantage

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-unfavorable social consequences that can occur when the product is not used
-favorable social consequences that can occur when the product is used
-integrating the previous two strategies together

Front 7

value-expressive influence

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this occurs when individuals want to be identified with a particular reference group without being a member because they:
-many not have a desire for actual group membership
-may not possess the ability to gain membership into the reference group

Front 8

Value expressive influence occurs because people wish to:

Back 8

-identify with members of the reference group who are admired and respected in society
-enhance the image of oneself in the eyes of the others

Front 9

culture

Back 9

information processing style that is set into the social structure of a group reflected in many things clothes lang. food customs decision making process

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independent cultures

Back 10

USA UK France
focus on salient features of stimuli on individuating information

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interdependent cultures

Back 11

China Japan
focus on relationship between features rather than the features themselves

Front 12

values

Back 12

general beliefs shared by a group what is right vs. wrong
culture influences values

Front 13

perception

Back 13

influenced by culture
our culture is the lens through which we interpret objects

Front 14

consumption norms

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culture prescribes consumption norms
defined as-shared beliefs regarding rules of behavior i.e. what behaviors are appropriate or not in a give context
ex: wearing ties to work

Front 15

standardization

Back 15

standardize the marketing mix across markets to enhance efficiency

Front 16

adaptation

Back 16

adapt the marketing mix to specific markets to enhance effectiveness

Front 17

how does culture influence consumer behavior

Back 17

dynamic and subject to change over time

Front 18

exposure

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occurs when the opportunity exists for one or more of the five senses to be activated by the stimulus
-process by which we come into physical contact with things through our sensory modalities
-referred to as OTS or opportunity to see an ad

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attaining exposure

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media ads
product placement
point of purchase
packaging

Front 20

point of purchase

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simulated store choice-brands on a store shelf
easily seen options more likely to be chosen
not a coincidence that cereal for kids is located on bottom row

Front 21

measuring exposure

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depends upon how many people within target segments are exposed and how often they are exposed
measures of reach and frequency

Front 22

attention

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is the allocation of processing resources to the incoming stimulus
consists of two dimensions
-direction and intensity

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attentions limited nature

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amt of information we can process at any one time is limited

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importance of gaining attention

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for marketers if consumers do not attend to the ad it can't possible generate sales

Front 25

attentions selective nature

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processing capacity constraints prevent attending to all incoming stimuli therefore certain stimuli are selected for attention and some stimuli are not attended to

Front 26

Weber's Law and JND

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recognizes that perceptions of change depend on both the amt. of change and the initial starting point prior to change
-relationship b/w a change in teh intensity and a change in sensation

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Weber's Law

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used to address the question will a change in a marketing stimulus be perceived by consumers?
suggests that the amount of change needed for someone to notice a change depends on the initial starting point

Front 28

comprehension

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how consumers organize and perceive information presented in an ad how consumers interpret the information the meaning consumers develop for products and brands involves:
organization interpretation and perceptions categorization and integration into existing knowledge

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figure and ground

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a process of determining what aspects of stimuli to focus on
-company's tend to place important stimuli in the foreground and move less important stimuli to the background

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closure

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use of partial cues to complete a mental image

Front 31

grouping

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proximity similar things go together
birds of a feather

Front 32

perception

Back 32

idea of reference points is key
-basic idea more attuned to making comparisons and detecting differences
-reference points become important to understand how stimuli are interpreted and perceived

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categorize

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categories principle similar objects belong together for ex. a product category
-formed by repeated encounters with ex. of certain class of objects or repeated activation of features over time leads to formation of a category

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role of categorization in comprehension

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categorization can influence how a product is viewed which in turn influences consumer demand and perceived competitions

Front 35

use categorization to create a better unique position for brands

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two strategies
1.) encourage consumers to form new categories or subcategories
2.) choice for a brand can also be enhanced if consumers place it in a different category

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benefits and risks when using a brand extension strategy

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benefits-reduce the cost of educating consumers about the new product and creating favorable attitudes
risks- brand dilution and consumer confusion

Front 37

expectations

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a persons prior beliefs about an object
-once formed these expectations can influence a persons interpretation of information presented about the object

Front 38

acceptance

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the degree to which the stimulus influences a persons knowledge and pr attitudes
-persuasion may not occur unless there is acceptance

Front 39

cognitive responses

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the thoughts that occur while processing a stimulus nature of these thoughts will determine the acceptance of the ad claims

Front 40

counter arguments CA

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thoughts that run counter to or oppose the message claims

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support arguments SA

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thoughts that support or are favorable to the claim

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source derogation SD

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negative thoughts about the source

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source bolstering SB

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positive thoughts about the source

Front 44

index of acceptance

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#SAs - #CAs + #SBs - #SDs = acceptance/persuasion

Front 45

affective responses

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the feeling and emotions that occur while processing a stimulus

Front 46

retention

Back 46

the transfer of information into long term memory

Front 47

understand consumer knowledge helps marketers to:

Back 47

understand the products competitive strengths and weaknesses verify whether position is working id usage issues and purchase barriers

Front 48

re-positioning brands

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changing perception about well known brands to update or improve the brand image, create clearer brand image, enhance value and profitabiltiy

Front 49

usage knowledge

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information in memory regarding how a product is used and what is required to use the product

Front 50

image analysis using semantic differential measures

Back 50

id the attributes that consumers use in deciding b/w brands in the product category asses consumer beliefs

Front 51

perceptual map

Back 51

a way to assess market structure collects perceptions of the brand and constructs a map
distance between brands allows us to: id potential recruits, asses competitive advantage and id the potential threats

Front 52

constructing a perceptual map

Back 52

id key attributes ensure consumers are familiar with the product category have consumers evaluate various brands on each attribute then compute avg. ratings on each brand

Front 53

perceptual maps with ideal points

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ideal point represents a brand that has ideal levels of the attributes of interest ideal points may vary for different segments

Front 54

upscale vs. downscale moves

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downscale- stretches present a problem with cannibalization sales of lower priced, low margin products can take away sales of higher priced/margin products
upward-stretches can also be risky can a low end company produce high quality products?

Front 55

short term memory STM

Back 55

where we encode or interpret incoming information in light of existing knowledge process of understanding used for information processing
limits: can only hold a certain # recall is limited, unless transferred to long term its lost

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long term memory LTM

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part of memory where information is permanently stored for later use

Front 57

learning

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is the process of changing or updating knowledge primarily by facilitating transfer from STM to LTM

Front 58

cognitive learning

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more complex form of learning
-recycling
-repetition
-elaboration

Front 59

recycling

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recycling information through STM two main functions maintenance of information and transfer of information

Front 60

repetition

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can involve repeating elements within the ad or generating mult. exposures of the same ad
-repeated exposure enhances future recall or recognition

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advertising wearout

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when too much repetition reduces ads effectiveness
-repetition with variation of a central theme using different ad executions that carry the same message reduces ad wear out

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elaboration

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amount of integration between the stimulus and existing knowledge
-integrating new information about a brand into the existing information already in memory

Front 63

dual coding

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one implication of dual coding is two coding systems verbal and imaginal (non verbal or visual) that information held in both systems should be more accessible than information held in just one

Front 64

concrete words vs abstract words

Back 64

concrete- tree party can be represented either visually or verbally
abstract- justice equality can be represented only verbally
easier to remember concrete words

Front 65

classical conditioning

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learning through assoications focuses on stimulus response associations
-Pavlovian dog

Front 66

operant conditioning

Back 66

involves how the consequences of a behavior affect the frequency with which the behavior is performed again

Front 67

reinforcement

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positive- the probability of the behavior being performed is increased through rewards
negative- probability of a given behavior being performed is also increased but this time by removing something negative

Front 68

punishment

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outcomes of a behavior are undesireable decreasing probability of performing the behavior again

Front 69

retrieval

Back 69

the process of remembering features of the associative network