Consumer Behavior Ch.1-6

Front 1

4 Types of relationships one might have with a product

Back 1

Self-Cencept Attachment- Product relates to their identity

Nostalgic Attachment- Product reminds them of a past self

Interdependent- Product a part of their daily routine

Love- Elicits a strong and warm emotional response.

Front 2

4 types of consumer activities

Back 2

experience- emotional or asthetic reaction to consuming

integration- express aspects of self or society

classification- communicates ones association with an object

play- merges ones identity with that of a group

Front 3

AMA Code of Ethics

Back 3

1. Significant risks associated with a product should be listed
2. Added features which increase price should be noted
3. High Pressure Sales methods should be avoided
4. Dishonest advertising isn't allowed
5. Selling or fundraising under the guise of consumer research is prohibited

Front 4

SOcial Marketing

Back 4

Using typical methods to advertising and encourage psoitive behavior

Front 5

Paradigm

Back 5

A set of beliefs and assumptions

Front 6

Positivism

Back 6

The dominant Paridigm at this point
----human reason and the discovery of the objective truth through science

Front 7

Interpretism

Back 7

Questions the assumptions of positivism......claims it is too emphasized on the material well being and science instead of the unique human experience

Front 8

Absolute Threshold

Back 8

The minimum ammount of stimuli able to be detected by an individual

Front 9

DIfferential Threshold

Back 9

The ability to detect changes between two different stimuli

Front 10

J.N.D.

Back 10

THe miminum ammount of change that can be detected

Front 11

Weber's Law

Back 11

The greater the initial stimulus, the greater the degree of change necessary for it to be noticed

Front 12

Selective exposure

Back 12

The stimuli you choose to expose yourself to

Front 13

Selective attention

Back 13

What you choose to pay attention to

Front 14

selective memory

Back 14

What you choose to remember

Front 15

perceptual vigilance

Back 15

We are more likely to be aware of stimuli that relate to our needs

Front 16

perceptual defense

Back 16

People see what they want to see, and don't see what they don't

Front 17

Schema

Back 17

A set of beliefs

Front 18

Gestalt

Back 18

The whole is greater than the sum of the parts (a form of stimulus organization along with????)

Front 19

Prinicple of CLosure

Back 19

People tend to view incomplete pictures as complete

Front 20

Principle of similarity or grouping

Back 20

People tend to group items with similar characteristics together

Front 21

Priniciple of figure/ground

Back 21

one part of a stimulus will dominate and the others will recede into the backround

Front 22

Semiotics

Back 22

Examines the role that signs and symbols have in the assignment of meaning

Front 23

3 Basic components of a message

Back 23

Object- actual product that is focus of message

Sign- Sensory image that represents meaning

Interpretent- The meaning derived

Front 24

Behavioral Learning Theories

Back 24

Assume that learning takes places as a result of responses to external events

Front 25

Stimuli

Back 25

Events perceived from the outside world

Front 26

Classical Conditioning

Back 26

Pairing one stimulus that elicits a response with a stimulus that doesn't

Front 27

Stimulus Generalization

Back 27

Tendency of a stimulus similar to a conditioned stimulus to evoke a similar reaction

Front 28

stimulus discrimination

Back 28

occurs when an unconditioned stimulus doesn't folow a stimulus similar to a conditioned stimulus.

Front 29

Operant (Instrumental Conditioning)

Back 29

a person learns to perform behaviors as a result of positive and negaive outcomes

Front 30

Cognitive Learning Theory

Back 30

Learning occurs as a result of internal mental processes.....people are problem solvers

Front 31

2 Types of Meaning

Back 31

Sensory meaning-color, shape, size

semantic meaning- symbolic associations

Front 32

Personally relevant meaning (2 types)

Back 32

Flashbulb memories- especially vivid memories

Episodic meaning- relate to events that are personally relevant.

Front 33

Memory System

Back 33

Sensory memory- very short term, ability to store info from senses

Short Term memory- abillity to store info currently being used......20 seconds

Long term memory- relatively permanat memory

Front 34

Chunking

Back 34

Combining Smaller pieces of data into larger ones

Front 35

elaborative rehersal

Back 35

info transfered to long term memory

Front 36

spreading activation

Back 36

ability to shift back and forth between levels of meaning

Front 37

Factors influencing retrieval (3)

Back 37

1. Physiology
2. Situational
3. State-Dependent

Front 38

Salience

Back 38

Prominance of a brand in memory

Front 39

Retroactive interference

Back 39

new responses to the same stimuli are learned

Front 40

proactive interference

Back 40

prior knowledge affects new learning

Front 41

Needs relevant to personal behavior

Back 41

Power
Achievement
Affiliation
Uniqueness

Front 42

Involvement

Back 42

The perceived relevance of an object absed on personal needs, valeus, and interests

Front 43

Types of Involvement (3)

Back 43

Product involvement- relative interest in a particular product

Message-response involvement- relative interest in processing marketing communciations

purchase situation involvement- differences that may occur when buying the same product for different contexts

Front 44

4 components of involvement

Back 44

1. Importance and Risk
2. Probablility of making a bad purchase
3. Pleaure value
4. sign value

Front 45

Elements used to develop an ad strategy (4)

Back 45

message elements- specific attributes to be depicted
consumer benefits- positive consequences of using product
leverage point- way message will activate terminal value by linking it with product features
driving force- end value on which message will focus.

Front 46

Components of Self Concept

Back 46

-Stability of attitudes over time
-Accuracy of attitudes
-positive self esteem adn negative self consciousness
-intensity of attitudes
-content of attitudes

Front 47

social comparison

Back 47

people evaluate themselves by comparing to artificial images

Front 48

self-esteem advertising

Back 48

attempts to change product additudes by equating them with positive images of ones self

Front 49

symbolic interationism

Back 49

relationships with others have a large effect on our self concept

Front 50

4 levels of extended self

Back 50

individual
family
community
group

Front 51

purposes for decorating the self (7)

Back 51

seperate group members from non group members

establish one as an a member of a social organization

place a person in a sex category

enhance one's sex-role identification

indicate a desired social conduct

indicate a high status or rank

sense of security

Front 52

Karen Horney 3 types of personalities

Back 52

compliant- moving toward others

detached- moving away from others

aggressive- moving against others

Front 53

need for cognition

Back 53

desire to think about things

Front 54

product complimentairty

Back 54

when one product is related to another b/c of their symbolic meanings

Front 55

consumption constelation

Back 55

a group of products with the same meaning

Front 56

Uses of psychographic segmentation (6)

Back 56

Define a target market

Create a new view of a market

communicate product attributes

position the product

define a market strategy

market social and political issues

Front 57

VALS groups:

Back 57

top group-actualizers (succesful consumers with many resources)

Prinicple oriented- relievers and fulfilleds

Status oriented- achievers, strivers, and struglers

action oriented-experiencers and the makers