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136 Cards in this Set
- Front
- Back
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A multidimensional perspective stating that attitudes are jointly defined by affect, behavior, and cognition
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ABC model of attitudes
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The way a consumer feels about an attitude object
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Affect
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A lasting, general evaluation of people (including oneself), objects, or issues
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Attitude
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The perceived consequences of a purchase
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Attitude toward the act of buying
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A predisposition to respond favorably or unfavorably to a particular advertising stimulus during a particular exposure occasion
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Attitude toward the advertisement
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A theory that considers relations among elements a person might perceive as belonging together, and people's tendency to change relations among elements in order to make them consistent or "balanced"
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Balance theory
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A consumer's actions with regard to an attitude object
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Behavior
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The beliefs a consumer has about an attitude object
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Cognition
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An online marketing strategy that provides consumers with information about competitors at the exact time when they are searching for details or shopping for a particular product category
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Contextual marketing
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Based on the observation that a consumer is more likely to comply with a request if he or she has first agreed to comply with a smaller request
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Foot-in-the-door technique
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A pragmatic approach that focuses on how attitudes facilitate social behavior; attitudes exist because they serve some function for the person
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Functional theory of attitudes
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A fixed sequence of steps that occurs during attitude formation; this sequence varies depending on such factors as the consumer's level of involvement with the attitude object
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Hierarchy of effects
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In the social judgment theory of attitudes, the notion that people differ in terms of the information they will find acceptable or unacceptable. They form _____________ around an attitude standard. Ideas that fall within a _____ will be favorably received, but those falling outside of this zone will not
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Latitudes of acceptance and rejection
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Those models that assume that a consumer's attitude (evaluation) of an attitude object depends on the beliefs he or she has about several or many attributes of the object; the use of a multiattribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them to derive a measure of the consumer's overall attitude
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Multiattribute attitude models
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The belief that consumers value harmony among their thoughts, feelings, and behaviors and that they are motivated to maintain uniformity among these elements
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Principle of cognitive consistency
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An alternative (to cognitive dissonance) explanation of dissonance effects; it assumes that people use observations of their own behavior to infer their attitudes toward some object
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Self-perception theory
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The perspective that people assimilate new information about attitude objects in light of what they already know or feel; the initial attitude acts as a frame of reference, and new information is categorized in terms of this standard
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Social judgment theory
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Theory based on the premise that a state of tension is created when beliefs or behaviors conflict with one another; people are motivated to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension
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Theory of cognitive dissonance
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An updated version of the Fishbein multiattribute attitude theory that considers factors such as social pressure and the attitude toward the act of buying a product, rather than attitudes toward just the product itself
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Theory of reasoned action
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A story told about an abstract trait or concept that has been personified as a person, animal, or vegetable
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Allegory
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Manifestation of the Hindu deity in superhuman or animal form. In the computing world it has come to mean a cyberspace presence represented by a character that you can move around inside a visual, graphical world
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Avatar
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A growing practice where people post messages to the Web in diary form
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Blogging
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Word of mouth that is viewed as authentic and generated by customers
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Buzz
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A framework specifying that a number of elements are necessary for communication to be achieved, including a source, message, medium, receivers, and feedback
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Communications model
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A strategy in which a message compares two or more specifically named or recognizably presented brands and makes a comparison of them in terms of one or more specific attributes
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Comparative advertising
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The more involved a company appears to be in the dissemination of news about its products, the less credible it becomes
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Corporate paradox
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The approach that one of two routes to persuasion (central versus peripheral) will be followed, depending on the personal relevance of a message; the route taken determines the relative importance of message contents versus other characteristics, such as source attractiveness
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Elaboration Likelihood Model (ELM)
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An attempt to change attitudes or behavior through the use of threats or by highlighting negative consequences of noncompliance with the request
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Fear appeals
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Corporate propaganda planted by companies to create product sensation -- dismissed as inauthentic by customers
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Hype
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A celebrity's image and that of the product he or she endorses should be similar to maximize the credibility and effectiveness of the communication
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Match-up hypothesis
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The practice of promoting and selling goods and services via wireless devices including cellphones, PDAs, and iPods
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M-commerce
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The use of an explicit comparison ("A" is "B") between a product and some other person, place, or thing
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Metaphor
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Popular strategy based on the idea that a marketer will be much more successful in persuading consumers who have agreed to let him or her try
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Permission marketing
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An active attempt to change attitudes
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Persuasion
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Calling attention to a product's negative attributes as a persuasive strategy where a negative issue is raised and then dismissed; this approach can increase source credibility
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Refutational argument
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A literary device, frequently used in advertising that uses a play on words (a double meaning) to communicate a product benefit
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Resonance
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Comparing two objects that share a similar property
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Simile
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The process whereby differences in attitude change between positive and negative sources seem to diminish over time
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Sleeper effect
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The dimensions of a communicator that increase his or her persuasiveness; these include expertise and attractiveness
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Source attractiveness
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A communications source's perceived expertise, objectivity, or trustworthiness
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Source credibility
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The perspective that two separate psychological processes are operating when a person is repeatedly exposed to an ad: repetition increases familiarity and thus reduces uncertainty about the product but over time boredom increases with each exposure, and at some point the amount of boredom incurred begins to exceed the amount of uncertainty reduced, resulting in wear-out
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Two-factor theory
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Views consumers as an active, goal-directed audience that draws on mass media as a resource to satisfy needs
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Uses and gratifications theory
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The view that consumer decisions are learned responses to environmental cues
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Behavioral influence perspective
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A set of rules that allow information about attributes of competing products to be averaged in some way; poor standing on one attribute can potentially be offset by good standing on another
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Compensatory decision rules
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The products a consumer actually deliberates about choosing
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Consideration set
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A condition where the large number of available options forces us to make repeated choices that drain psychological energy and diminish our ability to make smart decisions
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Consumer hyperchoice
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Original country from which a product is produced. Can be an important piece of information in the decision-making process
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Country-of-origin
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Intermediary that helps to filter and organize online market information so that consumers can identify and evaluate alternative more efficiently
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Cybermediary
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The attributes actually used to differentiate among choices
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Determinant attributes
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A software tool that tries to understand a human decision maker's multiattribute preferences for a product category by asking the user to communicate his or her preferences. Based on that data, the software then recommends a list of alternatives sorted by the degree that they fit with the person's preferences
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Electronic recommendation agent
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The belief in the superiority of one's own country's practices and products
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Ethnocentrism
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The dimensions used by consumers to compare competing product alternatives
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Evaluative criteria
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Those products already in memory plus those prominent in the retail environment that are actively considered during a consumer's choice process
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Evoked set
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An approach stressing the Gestalt or totality of the product or service experience, focusing on consumers' affective responses in the marketplace
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Experiential perspective
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An elaborate decision-making process, often initiated by a motive that is fairly central to the self-concept and accompanied by perceived risk; the consumer tries to collect as much information as possible, and carefully weighs product alternatives
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Extended problem solving
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Choices made with little or no conscious effort
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Habitual decision making
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The mental rules-of-thumb that lead to a speedy decision
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Heuristics
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The process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision
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Information search
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A problem-solving process in which consumers are not motivated to search for information or to rigorously evaluate each alternative; instead they use simple decision rules to arrive at a purchase decision
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Limited problem solving
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The specific beliefs or decision rules pertaining to marketplace phenomena
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Market beliefs
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Principle which states that decisions are influenced by the way a problem is posed
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Mental accounting
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A new technique that uses a brain scanning device called functional magnetic resonance imaging (or f.M.R.I.), a machine that tracks blood flow as people perform mental tasks. Scientists know that specific regions of the brain light up in these scans to show increased blood flow when a person recognizes a face, hears a song, makes a decision, senses deception, and so on. Now they are trying to harness this technology to measure consumers' reactions to movie trailers, choices about automobiles, the appeal of a pretty face, and loyalty to specific brands
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Neuromarketing
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Choice shortcuts where a product with a low standing on one attribute cannot make up for this position by being better on another attribute
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Noncompensatory decision rules
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Belief that a product has potentially negative consequences
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Perceived risk
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The process that occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desires or ideal state; this recognition initiates the decision-making process
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Problem recognition
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Communicates an underlying quality of a product through the use of aspects that are only visible in the ad
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Product signal
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A descriptive model of how people make choices
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Prospect theory
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Initial impulses to buy in order to satisfy our needs increase the likelihood that we will buy even more
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Purchase momentum
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A view of the consumer as a careful, analytical decision maker who tries to maximize utility in purchase decisions
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Rational perspective
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A small plastic tag that holds a computer chip capable of storing a small amount of information, along with an antenna that lets the device communicate with a computer network. These devices are being implanted in a wide range of products to enable marketers to track inventory more efficiently
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RFID
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New trend that enables transactions and information gathering to occur in the background without any direct intervention by consumers or managers
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Silent commerce
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A knowledge structure based on inferences across products
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Stereotype
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The desire to choose new alternatives over more familiar ones
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Variety seeking
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High profile athletes and celebrities used in marketing efforts to promote a product
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Aspirational reference groups
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The universe of active Weblogs (online diaries)
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Blogosphere
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A set of consumers who share a set of social relationships based upon usage or interest in a product
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Brand community
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Influencing a person by social or physical intimidation
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Coercive power
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The process whereby a reference group influences decisions about specific brands or activities
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Comparative influence
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A change in beliefs or actions as a reaction to real or imagined group pressure
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Conformity
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Group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or a product
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Consumer tribe
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The process whereby individuals' choices tend to become more extreme (polarized) in either a conservative or risky direction, following group discussion of alternatives
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Decision polarization
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The process whereby individual identities get submerged within a group, reducing inhibitions against socially inappropriate behavior
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Deindividuation
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Persistent critics of a company or product who mount their own public relations offensive
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Determined detractors
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Persuasive individuals who influence the purchasing decisions of other consumers, often by sharing their opinions about products in online formats
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E-fluentials
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Authority derived from possessing a specific knowledge or skill
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Expert power
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Promotional strategies that use unconventional locations and intensive word-of-mouth campaigns
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Guerrilla marketing
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A gathering where a company representative makes a sales presentation to a group of people who have gathered in the home of a friend of acquaintance
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Home shopping parties
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The degree to which a pair of individuals is similar in terms of education, social status, and beliefs
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Homophily
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Power of knowing something others would like to know
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Information power
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The power granted to people by virtue of social agreements
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Legitimate power
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A person who often serves as a source of information about marketplace activities
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Market maven
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Ordinary people whose consumption activities provide informational social influence
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Membership reference group
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The passing on of negative experiences involved with products or services by consumers to other potential customers to influence others' choices
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Negative word of mouth
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The process in which a reference group helps to set and enforce fundamental standards of conduct
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Normative influence
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The informal rules that govern what is right or wrong
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Norms
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Those people who are knowledgeable about products and who are frequently able to influence others' attitudes or behaviors with regard to a product category
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Opinion leaders
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A "boomerang effect" that sometimes occurs when consumers are threatened with a loss of freedom of choice; they respond by doing the opposite of the behavior advocated in a persuasive message
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Reactance
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An actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations, or behavior
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Reference group
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The power of prominent people to affect others' consumption behaviors by virtue of product endorsements, distinctive fashion statements, or championing of causes
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Referent power
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When a person or group has the means to provide positive reinforcement to a consumer
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Reward power
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The tendency for individuals to consider riskier alternatives after conferring with a group than if members made their own decisions with no discussion
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Risky shift
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The perspective that people compare their outcomes with others' as a way to increase the stability of their own self-evaluation, especially when physical evidence is unavailable
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Social comparison theory
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The tendency for people not to devote as much to a task when their contribution is part of a larger group effort
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Social loafing
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A growing practice whereby Web sites let members post information about themselves and make contact with others who share similar interests and opinions or who want to make business contacts
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Social networking
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The capacity of one person to alter the actions or outcome of another
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Social power
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The techniques for measuring group dynamics that involve tracing communication patterns in and among groups
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Sociometric methods
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A professional who is retained to evaluate and/or make purchases on behalf of a consumer
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Surrogate consumer
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Linking one's product to the needs of a lifestyle subculture
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Tribal marketing
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The strategy of getting customers to sell a product on behalf of the company that creates it
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Viral marketing
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A collection of people whose online interactions are based upon shared enthusiasm for and knowledge of a specific consumption activity
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Virtual community of consumption
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Online personal journal
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Weblog
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Product information transmitted by individual consumers on an informal basis
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Word of mouth (WOM)
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The process of using bargaining, coercion, compromise, and the wielding of power to achieve agreement among group members who have different preferences or priorities
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Accommodative purchase decision
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When one family member chooses a product for the whole familyq
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Autonomic decision
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Grown children who return to their parents' home to live
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Boomerang kids
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Internet interactions between two or more businesses or organizations
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Business-to-business e-commerce
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A framework that characterizes organizational buying decisions in terms of how much cognitive effort is involved in making a decision
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Buyclass theory of purchasing
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The part of an organization charged with making purchasing decisions
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Buying center
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A decision in which the group agrees on the desired purchase and differs only in terms of how it will be achieved
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Consensual purchase decision
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The process by which people acquire skills that enable them to function in the marketplace
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Consumer socialization
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Traditional family structure in which several generations live together
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Extended family
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The individual in the family who is in charge of making financial decisions
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Family financial officer (FFO)
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A housing unit containing at least two people who are related by blood or marriage
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Family household
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A classification scheme that segments consumers in terms of changes in income and family composition and the changes in demands placed on this income
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Family life cycle (FLC)
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A rate determined by the number of births per year per 1,000 women of childbearing age
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Fertility rate
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The rituals intended to maintain ties among family members both immediate and extended
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Kin-network system
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In the context of the buy-class framework, a task that requires a modest amount of information search and evaluation, often focused on identifying the appropriate vendor
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Modified rebuy
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In the context of the buy-class framework, a task that requires a great degree of effort and information search
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New task
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A contemporary living arrangement composed of a married couple and their children
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Nuclear family
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People who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale
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Organizational buyers
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The process that occurs when a parental decision maker is influenced by a child's product request
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Parental yielding
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An approach based on the idea that groups of people with knowledge about an industry are jointly better predictors of the future than are any individuals
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Prediction market
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The ability to comprehend concepts of increasing complexity as a person matures
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Stage of cognitive development
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In the context of the buy-class framework, the type of buying decision that is virtually automatic and requires little deliberation
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Straight rebuy
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Those purchase decisions that are made jointly by both spouses
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Syncretic decisions
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A model of spousal decision making in which the husband and wife take a common view and act as joint decision makers, assigning each other well-defined roles and making mutually beneficial decisions to maximize the couple's joint utility
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Synoptic ideal
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