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25 Cards in this Set
- Front
- Back
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Learning
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Change in behavior that is caused by experience. Can occur through simple associations between stimulus and response
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Classical Conditioning
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Repetition, stimulus generalization (product line extensions)
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Operant/Instrumental Conditioning
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Reinforcement of consumption ex. Thank you cards, frequency marketing
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Observational Learning (Herding Behavior)
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Mimicking behavior of others
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Observational Learning (Intergenerational Influence)
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More likely to use brand if person grew up with it
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Memory
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Encoding (assigned meaning), Storing (associative networks), Retrieving (age, first mover, pics/sound)
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Recognition
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Recognizing product in comparison to competition
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Recall
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Remembers brand without evidence
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Starch Test
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Syndicated service for measuring ad recall for magazines
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Response Bias
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Trying to guess right answers
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Telescoping
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Thinking event happened far in the past, when it happened recently
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Motivation
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Occurs when need is aroused that consumer wishes to satisfy. Once a need has been activated, state of tension exists that drives consumer to attempt to reduce need
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Approach-Approach Motivational Conflict
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Torn between two positive alternatives
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Approach-Avoidance Motivational Conflict
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Want something good, but bad consequence
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Avoidance-Avoidance Motivational Conflict
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Torn between two bad alternatives
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Maslow's Hierarchy of Needs
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Physiological, safety, belongingness, ego needs, self actualization
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Metaphor Marketing
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Interpretation
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Product Involvement
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How involved you are with the product
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Brand Relationships
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Interdependence, self-concept, nostalgia, commitment, passion, intimacy
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Conative Loyalty
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Loyalty to information like price
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Affective Loyalty
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Loyalty to a liking
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Hofstede's Dimensions
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Cultural differences in power distance, individualism/collectivism, masculinity/feminity, uncertainty avoidance
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Rokeach Values Survey Terminal
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End of State's existence
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Rokeach Values Survey Instrumental
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How you get there
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Mean-Ends
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Product attributes linked to terminal values or desired end state
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