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;
443 Cards in this Set
- Front
- Back
|
The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
|
Consumer Behavior
|
|
|
Three steps in consumer behavior
|
Identify need
Make purchase Dispose of product |
|
|
Possible actors in consumer behavior
|
Purchaser
User Influencer Organization/Group |
|
|
Does consumer behavior always occur after buying?
|
No(influencers)
|
|
|
Methods of market segmentation
|
demographics
lifestyle geography usage psychographics |
|
|
psychological, sociological, and anthropological (cultural) factors
|
Psychographics
|
|
|
Building bonds with consumers
|
Relationship Marketing
|
|
|
Tracking buying habits and then crafting products and messages that are tailored to wants and needs
|
Database Marketing
|
|
|
Music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market
|
Popular Culture
|
|
|
Why do we buy products?
|
For what they mean
Relationships with them |
|
|
Relationship with a product that helps establish the user's identity
|
Self-Concept Attachment
|
|
|
Relationship with a product that links you with your past self
|
Nostalgic Attachment
|
|
|
Relationship with a product because it is part of your daily routine
|
Interdependence
|
|
|
Relationship with a product that elicits emotional bonds of warmth, passion, or other strong emotions
|
Love
|
|
|
By 2015, how many cities will have a population of 10 million or more?
|
26
|
|
|
The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
|
Consumer Behavior
|
|
|
Three steps in consumer behavior
|
Identify need
Make purchase Dispose of product |
|
|
Possible actors in consumer behavior
|
Purchaser
User Influencer Organization/Group |
|
|
Does consumer behavior always occur after buying?
|
No(influencers)
|
|
|
Methods of market segmentation
|
demographics
lifestyle geography usage psychographics |
|
|
psychological, sociological, and anthropological (cultural) factors
|
Psychographics
|
|
|
Building bonds with consumers
|
Relationship Marketing
|
|
|
Tracking buying habits and then crafting products and messages that are tailored to wants and needs
|
Database Marketing
|
|
|
Music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market
|
Popular Culture
|
|
|
Why do we buy products?
|
For what they mean
Relationships with them |
|
|
Relationship with a product that helps establish the user's identity
|
Self-Concept Attachment
|
|
|
Relationship with a product that links you with your past self
|
Nostalgic Attachment
|
|
|
Relationship with a product because it is part of your daily routine
|
Interdependence
|
|
|
Relationship with a product that elicits emotional bonds of warmth, passion, or other strong emotions
|
Love
|
|
|
By 2015, how many cities will have a population of 10 million or more?
|
26
|
|
|
Because of the digital revolution, what percentage of retail sales are online?
|
7%
|
|
|
Consumption in which networks become a part of us
|
U-Commerce
|
|
|
Wearable computers and ads beamed to cell phones are examples of what revolution?
|
U-Commerce
|
|
|
Example of consumer to consumer activity
|
ebay
|
|
|
rules of conduct that guide actions
|
Business ethics
|
|
|
Standards against which most people in the culture judge what is right and what is wrong, good or bad
|
Business ethics
|
|
|
A biological motive
|
Need
|
|
|
One way a need can be satisfied
|
Want
|
|
|
Advertising is necessary according to what perspective?
|
Economics of Information
|
|
|
A source of consumer information that helps us make smart decisions
|
Advertising
|
|
|
Can advertisers manipulate people?
|
No
|
|
|
Disrupting efforts by the corporate world to dominate our cultural landscape
|
Culture Jamming
|
|
|
Stated that we need safe products and more information for consumers, along with policies that don't restrict choice
|
Declaration of Consumer Rights by John F Kennedy, 1962
|
|
|
When a firm protects or enhances the natural environment as it goes about its activities
|
Green Marketing
|
|
|
Examples of Green Marketing
|
Reducing wasteful packaging
Donations to charity |
|
|
Because of the digital revolution, what percentage of retail sales are online?
|
7%
|
|
|
Consumption in which networks become a part of us
|
U-Commerce
|
|
|
Wearable computers and ads beamed to cell phones are examples of what revolution?
|
U-Commerce
|
|
|
Example of consumer to consumer activity
|
ebay
|
|
|
rules of conduct that guide actions
|
Business ethics
|
|
|
Standards against which most people in the culture judge what is right and what is wrong, good or bad
|
Business ethics
|
|
|
A biological motive
|
Need
|
|
|
One way a need can be satisfied
|
Want
|
|
|
Advertising is necessary according to what perspective?
|
Economics of Information
|
|
|
A source of consumer information that helps us make smart decisions
|
Advertising
|
|
|
Can advertisers manipulate people?
|
No
|
|
|
Disrupting efforts by the corporate world to dominate our cultural landscape
|
Culture Jamming
|
|
|
Stated that we need safe products and more information for consumers, along with policies that don't restrict choice
|
Declaration of Consumer Rights by John F Kennedy, 1962
|
|
|
When a firm protects or enhances the natural environment as it goes about its activities
|
Green Marketing
|
|
|
Examples of Green Marketing
|
Reducing wasteful packaging
Donations to charity |
|
|
Encouraging positive activities and discouraging negative activities through ads
|
Social Marketing
|
|
|
The susceptibility of the nation's food supply to bioterrorism is an example of this
|
Consumer Terrorism
|
|
|
The physiological or psychological dependency on products or services
|
Consumer Addiction
|
|
|
Examples of Consumer Addiction
|
Alcohol, chocolate, gambling
|
|
|
Repeitive shopping as an antidote to tension, anxiety, depression, or boredom
|
Compulsive Consumption
|
|
|
Can you market to compulsive consumption?
|
Yes.
|
|
|
When people are used or exploited, willingly or not, for commercial gain in the marketplace
|
Consumed consumers
|
|
|
Examples of Consumed consumers
|
Prostitutes, egg donation
|
|
|
Shoplifting and employee theft
|
Shrinkage
|
|
|
When products and services are deliberately defaced or mutilated
|
Anticonsumption
|
|
|
Examples of anticonsumption
|
Spray-painting billboards, PETA
|
|
|
The response of sensory receptors to basic stimuli
|
Sensation
|
|
|
Sensory Receptors
|
Eyes, ears, nose, mouth, fingers
|
|
|
The process by which sensations are selected, organized, and interpreted
|
Perception
|
|
|
Reality is what?
|
What you perceive it to be
|
|
|
Order of the Perception Process
|
Sensory Stimuli, Sensory Receptors, Exposure, Attention, Interpretation
|
|
|
Colors are what?
|
Emotive and memorable
|
|
|
True or False: We remember a product's logo rather than the color associated with it
|
False. We sometimes remember color rather than logo.
|
|
|
What does the color blue represent?
|
Fiscally conservative, relaxed, positive outlook
|
|
|
What does red represent?
|
Excitement
|
|
|
What does pink represent?
|
Femininity
|
|
|
What does black represent?
|
Agressiveness
|
|
|
When companies have exclusive rights to a particular color
|
Trade Dress
|
|
|
Example of trade dress
|
John Deere Green
|
|
|
Scented marketing is a new trend, costing how much per year?
|
90 million
|
|
|
What is the main drawback of scented marketing?
|
Cost (not for staple items)
|
|
|
Using sounds to create a picture
|
Theatre of the Mind
|
|
|
Translating feelings into design elements
|
Kansai Engineering
|
|
|
Example of Kansai Engineering
|
Stick shift at 9.5 cm conveys sportiness and control
|
|
|
Develop concoctions to please the changing palates of consumers
|
Flavor house
|
|
|
When a stimulus comes within the range of someone's sensory receptors
|
Exposure
|
|
|
Sensory Thresholds
|
Absolute Threshold
Differential Threshold Just Noticable Difference |
|
|
The minimum amount of stimulation detected on a sensory channel
|
Absolute Threshold
|
|
|
An example of this would be the level of sound that can be heard outside of a store, but isn't too loud inside
|
Absolute Threshold
|
|
|
The ability of a sensory system to detect changes or differences between two stimuli
|
Differential Threshold
|
|
|
An example of this would be that the "may contain" labels are there because the use of ingredients depends on demand
|
Differential Threshold
|
|
|
The minimum difference that can be detected between two stimuli
|
Just Noticeable Difference
|
|
|
Making sure the absolute threshold can be detected
|
Just Noticeable Difference
|
|
|
The amount of change necessary to be noticed is systematically related to the intensity of the original stimulus-The stronger the initial stimulus, the greater a change must be for it to be noticed
|
Weber's Law
|
|
|
When the stimulus is below the level of awareness
|
Subliminal Perception
|
|
|
Tiny figures that are inserted into a magazine
|
Embeds
|
|
|
Is there evidence that subliminal perception works?
|
There is little evidence that it can bring about behavioral changes
|
|
|
The extent to which processing activity is devoted to a particular stimulus
|
Attention
|
|
|
When people attend to only a small portion of the stimuli to which they are exposed
|
Perceptual selection
|
|
|
The degree to which consumers continue to notice a stimulus over time
|
Adaptation
|
|
|
Factors that lead to adaptation
|
Intensity
Duration Discrimination Exposure Relevance |
|
|
Stimulus selection factors
|
Size
Color Position Novelty |
|
|
When stimuli appear in unexpected ways or places, what is being used?
|
Novelty
|
|
|
The meaning that we assign sensory stimuli
|
Interpretation
|
|
|
A set of beliefs to which the stimulus is assigned
|
Schema
|
|
|
Process by which certain properties of a stimulus typically will evoke a schema, which leads consumers to evaluate the stimulus in terms of other stimuli they have encountered and believe to be similar.
|
Priming
|
|
|
Says that people tend to perceive an incomplete picture as complete
|
Closure Principle
|
|
|
Says that consumers group objects that share the same characteristics
|
Principle of Similarity
|
|
|
Says that one part of the stimulus will dominate and other parts will recede into the background
|
Figure-Ground Principle
|
|
|
The correspondence between signs and symbols and their role in the assignment of meaning
|
Semiotics
|
|
|
According to semiotics, a message has what three components?
|
Object
Sign Interpretant |
|
|
The product that focuses the message
|
Object
|
|
|
The sensory imagery that represents the intended meanings of the object
|
Sign
|
|
|
The meaning derived from a message
|
Interpretant
|
|
|
According to semiotics, signs are related to objects in what three ways?
|
Icon
Index Symbol |
|
|
Semiotic sign that resembles the product in some way (A Diamond is Forever ad)
|
Icon
|
|
|
Semiotic sign that is connected to some object because they share some property
|
Index
|
|
|
Semiotic sign that is related to a product through conventional or agreed upon associations (Tony the Tiger)
|
Symbol
|
|
|
Using elements of the marketing mix to influence the consumer's interpretation of its meaning
|
Perceptual positioning strategy
|
|
|
Dimensions establishing a brand's position
|
Lifestyle
Price leadership Attributes Product Class Competitors Occasions Users Quality |
|
|
A relatively permanent change in behavior caused by experience
|
Learning
|
|
|
Casual, unintentional acquisition of knowledge
|
Incidental learning
|
|
|
Example of learning by simple association
|
Logo recognition
|
|
|
Example of learning by complex cognitive activity
|
Writing an essay
|
|
|
Stimulus naturally capable of causing a response
|
Unconditioned Stimulus
|
|
|
Stimulus that does not initially cause a response
|
Conditioned Stimulus
|
|
|
Through learned association and repitition, the conditioned stimulus will cause this
|
Conditioned response
|
|
|
Stimuli similar to a conditioned stimulus will evoke a similar, conditioned response
|
Stimulus generalization
|
|
|
Example of stimulus generalization in which you hide a product's true origin
|
Masked branding
|
|
|
When the unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus
|
Stimulus discrimination
|
|
|
Examples of masked branding
|
Coors and Blue Moon
Miller and Plank Road Brewery General Motors and Saturn |
|
|
When a brand has strong positive associations in a consumer's memory and commands loyalty
|
Brand Equity
|
|
|
Brand with the best example of brand equity
|
Coke
|
|
|
Applications of Stimulus Generalization
|
Family Branding
Product Line Extensions Licensing Look-alike Packaging |
|
|
What is look-alike packaging more formally known as?
|
Generic Product
|
|
|
When other companies buy the right to manufacture products with particular name or logo
|
Licensing
|
|
|
Applications of Stimulus Discrimination
|
Consumers differentiate a brand from competitors
Unique attributes of the brand |
|
|
Instrumental Conditioning is also called what?
|
Operant Conditioning
|
|
|
When conditioning occurs after the action
|
Instrumental or operant conditioning
|
|
|
Example of Instrumental or Operant Conditioning
|
Commenting on new hairstyle
|
|
|
Behavior learned as intermediate actions are rewarded
|
Shaping
|
|
|
Instrumental Conditioning occurs in one of three ways, which are:
|
Positive Reinforcement
Negative Reinforcement Punishment |
|
|
When a positive outcome is no longer received, the learned stimulus-response connection will not be maintained
|
Extinction
|
|
|
Reinforcement Schedules
|
Fixed Interval
Variable Interval Fixed Ratio Variable Ratio |
|
|
Example of Fixed Interval Reinforcement Schedule
|
After every 5th sub, you get one free
|
|
|
Example of Variable Interval Reinforcement Schedule
|
Gambling and the 97% payout
|
|
|
Observational Learning is part of what theory?
|
Cognitive Learning Theory
|
|
|
Watching the actions of others and noting the reinforcements they receive for their behaviors
|
Observational learning
|
|
|
With observational learning, learning is a result of what type of experience?
|
Vicarious, not direct
|
|
|
The Memory Process
|
External Inputs -> Encoding -> Storage -> Retrieval
|
|
|
Stage in memory process in which the information is placed in the memory
|
Encoding
|
|
|
Stage in memory process in which the information is retained in the memory
|
Storage
|
|
|
Stage in memory process in which the information that is stored in the memory is found as needed
|
Retrieval
|
|
|
Very temporary storage of information
|
Sensory Memory
|
|
|
The working memory
|
Short term memory
|
|
|
Memory with a limited period of time and a limited capacity
|
Short term memory
|
|
|
Memory in which you retain information for a long period of time
|
Long term memory
|
|
|
Relating a stimulus to information that is already in the memory
|
Elaboration rehearsal
|
|
|
Assumes that Short and Long term memory are seperate systems
|
Multiple Store Models of memory
|
|
|
States that different levels of processing occur depending on the nature of the processing task- the more effort it takes to process the information, the more likely it will be placed in long term memory
|
Activation Models of memory
|
|
|
Factors Influencing retrieval
|
Physiological
Situational Viewing Environment Postexperience advertising effects |
|
|
Example of a physiological factor that influences retrieval of information
|
A fever
|
|
|
The first brand to enter the market
|
Pioneering brand
|
|
|
Examples of situational factors that influence retrieval of information
|
Pioneering brand or descriptive brand names being easier to recall
|
|
|
Information retrieval factor illustrated by the fact that commercials that are shown first in a series of ads are recalled better than those shown last
|
Viewing environment
|
|
|
When consumers confuse recently viewed ads with their own experiences
|
Postexperience advertising effects
|
|
|
States that consumers are better able to access information if their mood is the same at the time of their recall as when the information was learned
|
State-Dependent Retrieval
|
|
|
State-Dependant Retrieval is also called what?
|
Mood Congruence Effect
|
|
|
The prominence or level of activation of stimuli in the memory
|
Salience
|
|
|
States that any technique that increases the novelty of a stimulus also improves recall
|
Von Restorff Effect
|
|
|
Example of Von Restorff Effect
|
Munz jumping while giving relevant test information will cause students to better remember it
|
|
|
When the structural changes in the brain produced by learning simply go away
|
Decay
|
|
|
You forget stimulus-response associations when new responses responses to the same or similar stimuli are learned
|
Retroactive Interference
|
|
|
When old information gets in the way- "You can't teach an old dog new tricks"
|
Retroactive Interference
|
|
|
As new responses are learned, a stimulus loses its effectiveness in retrieving the old response
|
Proactive Interference
|
|
|
When we learn something new, we forget the old
|
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
|
|
|
Memories related to your own past
|
Autobiographical memories
|
|
|
Possessions that serve as a form of external memory prompt the retrieval of episodic memories
|
Mnemonic qualities
|
|
|
When a stimulus evokes a response years after it is initially perceived
|
Spontaneous Recovery
|
|
|
There is evidence for the superiority of ___ memory over ___ memory
|
visual over verbal
|
|
|
Pictorial ads may enhance ___, but don't necessarily improve ___.
|
Recall, not comprehension
|
|
|
When a need arises that a consumer wishes to satisfy
|
Motivation
|
|
|
Functional or Practical Benefit
|
Utilitarian Need
|
|
|
Experiential-emotional responses or fantasies
|
Hedonic Need
|
|
|
Example of Hedonic Need
|
Mountain Dew
|
|
|
The consumer's desired end state
|
Goal
|
|
|
The degree of arousal
|
Drive
|
|
|
Example of drive
|
Hungry vs. Starving
|
|
|
A need created by personal and cultural factors
|
Want
|
|
|
Motivation can be described in terms of:
|
Strength
Direction |
|
|
The pull that motivation exerts
|
Strength
|
|
|
The way the consumer attempts to reduce motivational tension
|
Direction
|
|
|
The drive theory discusses what two terms?
|
Tension
Homeostasis |
|
|
Created by unfulfilled consumption needs
|
Tension
|
|
|
A balanced state of arousal
|
Homeostasis
|
|
|
Says that behavior is pulled by the expectations of desirable outcomes or positive incentives
|
Expectancy Theory
|
|
|
The form of consumption to satisfy a need
|
Want
|
|
|
Needs that maintain life
|
Biogenic
|
|
|
Culture related needs
|
Psychogenic (Maslow)
|
|
|
Needs that emphasize the objective, tangible aspects of products
|
Utilitarian
|
|
|
Example of Utilitarian needs
|
Clothes
|
|
|
Subjective and Experiential needs
|
Hedonic
|
|
|
Example of a hedonic need
|
Gucci clothes
|
|
|
Conflict in which you choose between two desirable alternatives
|
Approach-Approach
|
|
|
Tension when beliefs or behaviors conflict with one another
|
Cognitive Dissonance
|
|
|
Motivation to reduce tension between beliefs or behaviors
|
Cognitive Dissonance Reduction
|
|
|
Justifying your decisions
|
Cognitive Dissonance Reduction
|
|
|
Conflict in which you desire a goal but wish to avoid it at the same time
|
Approach-Avoidance
|
|
|
Cognitive Dissonance is what type of conflict?
|
Approach-Approach
|
|
|
Eating pasta on the nutrisystem nourish diet while avoiding fat and weight gain is an example of what type of conflict?
|
Approach-Avoidance
|
|
|
Conflict in which one must make a choice between two undesirable alternatives
|
Avoidance-Avoidance
|
|
|
Driving vs Flying when they are both expensive alternatives is an example of what type of conflict?
|
Avoidance-Avoidance
|
|
|
Need for personal accomplishment
|
Need for achievement
|
|
|
Need for the company of others
|
Need for affiliation
|
|
|
Need to control one's environment
|
Need for power
|
|
|
Need for individual identity
|
Need for uniqueness
|
|
|
The biogenic and psychogenic needs that specify certain levels of motives
|
Maslow's Hierarchy of Needs
|
|
|
Maslow's Hierarchy
|
Self Actualization
Ego Needs Belongingness Safety Physiological |
|
|
Maslow: "Quaker Oat Bran-Its the right thing to do"
|
Physiological Needs
|
|
|
Maslow: "Allstate Insurance-You're in good hands with Allstate"
|
Safety Needs
|
|
|
Maslow: "Pepsi- You're in the Pepsi Generation"
|
Belongingness
|
|
|
Maslow: "Royal Salute Scotch- What the rich give the wealthy"
|
Ego Needs
|
|
|
Maslow: "US Army- Be All that you can be"
|
Self Actualization
|
|
|
Perceived relevance of the object based on needs, values, and interests
|
Involvement
|
|
|
Information processing depend on what?
|
Level of involvement
|
|
|
When the basic message features are considered
|
Simple Processing
|
|
|
When information is linked to preexisting knowledge
|
Elaboration
|
|
|
Involvement as a continuum
|
Disinterest to obsession
|
|
|
Low involvement Consumption
|
Inertia
|
|
|
Involvement level in which you lack the motivation to consider alternatives
|
Inertia
|
|
|
High Involvement Consumption
|
Flow State
|
|
|
When one is involved with the product, ad, or web site
|
Flow State
|
|
|
When one is highly involved in the product or has fierce customer loyalty
|
Cult Products
|
|
|
Level of interest in a particular product
|
Product involvement
|
|
|
Interest in processing marketing communications
|
Message-Response Involvement or advertising involvement
|
|
|
The differences that may occur when buying the same product for different contexts
|
Purchase Situation Involvement
|
|
|
A voluntary gift with low self interest
|
Altruism (flowers to a sick friend)
|
|
|
A voluntary gift with low self interest
|
Reciprocary Creation (diamond earrings to romantic partner)
|
|
|
An obligatory gift with low self interest
|
Ritual Obligation (friend's daughter's graduation)
|
|
|
Obligatory gift with high self interest
|
Love, Friendship (Anniversary present for spouse)
|
|
|
Strategies to increase involvement
|
Appeal to hedonic needs
Use novel stimuli Use prominent stimuli Celebs Build a bond |
|
|
Example of appealing to hedonic needs
|
using sensory appeals
|
|
|
Example of using novel stimuli
|
Unusual cinematography
Sudden Silence |
|
|
Example of using prominent stimuli
|
Larger ads
More color |
|
|
A belief that some condition is preferable to its opposite
|
Value
|
|
|
General set of values that uniquely define a culture
|
Core Values
|
|
|
Ranking of relative importance of univeral values
|
Value system
|
|
|
Learning the value systems of one's own culture
|
Enculturation
|
|
|
Learning the value system of another culture
|
Acculturation
|
|
|
What are cultural beliefs taught by?
|
Socialization Agents
|
|
|
Security or Happiness are examples of what type of values?
|
Cultural
|
|
|
Convenient Shopping and prompt service are examples of what type of values?
|
Consumption-Specific
|
|
|
Ease of use and durability are examples of what type of values?
|
Product-Specific
|
|
|
The Rokeach Value Survey measures what two types of values?
|
Terminal
Instrumental |
|
|
Desired End States
|
Terminal Values
|
|
|
Actions Needed to achieve terminal values
|
Instrumental Values
|
|
|
The importance attached to worldly possessions
|
Materialism
|
|
|
Materialism emphasizes the well-being of:
|
Individual vs the Group
|
|
|
People with highly material values tend to be:
|
Less Happy
|
|
|
Beliefs a person holds about his or her attributes and how he or she evaluates those qualities
|
Self Concept
|
|
|
Dimensions of the attributes of self-concept
|
Content
Positivity Intensity Stability Accuracy |
|
|
The positivity of self concept
|
Self Esteem
|
|
|
When consumers evaluate themselves by comparing with others (particularly with idealized images in advertising)
|
Social Comparison
|
|
|
Changing product attitudes by stimulating positive feelings about the self
|
Self Esteem Advertising
|
|
|
How a person would like to be- partially molded by culture
|
Ideal Self
|
|
|
A realistic appraisal of qualities a person does and does not possess
|
Actual Self
|
|
|
Bridging the gaps between the selves
|
Fantasy
|
|
|
Marketing Communications aimed at individuals with a discrepancy between real and ideal selves
|
Fantasy Appeals
|
|
|
Different Components of the self
|
Role Identities
|
|
|
Says that relationships play a part in forming the self
|
Symbolic Interactionism
|
|
|
Acting the way we assume others expect us to act; confirms perceptions
|
Self-fulfilling prophecy
|
|
|
Imagining the reactions of others toward us
|
Looking-Glass Self
|
|
|
Awareness of oneself magnified by the belief that others are watching
|
Self-conciousness
|
|
|
Heightened concern about one's public "image"
|
Public Self-conciousness
|
|
|
Concern about appropriateness of products and consumption activities
|
Public Self Conciousness
|
|
|
Awareness of how one presents oneself in a social environment
|
Self Monitoring
|
|
|
Says that people with an incomplete self-definition complete this identity by acquiring/displaying associated symbols
|
Symbolic Self Completion Theory
|
|
|
Consistency between values and things
|
Self/Product congruence
|
|
|
When the product attributes match an aspect of the self
|
Self image congruence models
|
|
|
Objects consumers consider part of themselves
|
Extended Self
|
|
|
Four Levels of extended self
|
Individual
Family Community Group |
|
|
Personal possessions are an example of which level of the extended self?
|
Individual
|
|
|
Your residence and furnishings are examples of which level of the extended self?
|
Family
|
|
|
Your neighborhood or town are examples of which level of the extended self?
|
Community
|
|
|
The use of personal information to secure credit
|
Identity Theft
|
|
|
Self assertion and mastery are what types of goals?
|
Agentic
|
|
|
Agentic goals are socialized toward what gender?
|
Males
|
|
|
Affiliation and fostering of relations are what types of goals?
|
Communal
|
|
|
Communal goals are socialized toward what gender?
|
Females
|
|
|
Stereotypical associations
|
Sex-Typed Traits
|
|
|
Products that take on masculine or feminine attributes
|
Sex-Typed Products
|
|
|
Having both masculine and feminine traits
|
Androgyny
|
|
|
Very sexy for men is an example of what type of product?
|
androgynous
|
|
|
People who are stereotypically masculine or feminine
|
Sex-typed people
|
|
|
People with mixed gender characteristics
|
Androgynous people
|
|
|
The study of male image and the meanings of masculinity
|
Masculinism
|
|
|
Subjective evaluation of physical self (may or may not reflect reality)
|
Body Image
|
|
|
A person's feelings about his or her body
|
Body Cathexis
|
|
|
A particular model (or examplar) of appearance
|
Ideal of Beauty
|
|
|
Aspects of the body that distinguish between the sexes
|
Sexual dimorphic markers
|
|
|
Theory that society is obsessed with weight
|
Fattism
|
|
|
Obsession with perceived appearance flaws
|
Body dysmorphic disorder
|
|
|
Symbols with male oriented symbolism
|
Phallic symbols
|
|
|
Freud's Theory includes what three parts?
|
Id
Ego Superego |
|
|
Oriented toward immediate gratification
|
Id
|
|
|
All about maximizing pleasure and avoiding pain
|
Pleasure Principle
|
|
|
A person's conscience
|
Superego
|
|
|
Mediates between the Id and the Superego
|
Ego
|
|
|
States we must find ways to gratify the id that will be acceptable to the outside world
|
Reality Principle
|
|
|
What type of research uses Freudian ideas to understand the meanings of products and advertisements?
|
Motivational
|
|
|
Probe deeply into a few consumers' purchase motivations (Spin off of focus groups)
|
Depth Interviews
|
|
|
Underlying motives
|
Latent Motives
|
|
|
An approach to personality that focuses on the quantitative measurement of personality traits
|
Trait Theory
|
|
|
Identifiable characteristics that define a person
|
Personality Traits
|
|
|
Trait of being socially outgoing
|
Extroversion
|
|
|
Trait of being quiet and reserved
|
Introversion
|
|
|
The degree to which a person likes to try new things
|
Innovativeness
|
|
|
The amount of emphasis on acquiring and owning
|
Materialism
|
|
|
The degree to which a person monitors and controls the image of the self projected
|
Self Consciousness
|
|
|
The degree to which a person likes to think about things
|
Need for cognition
|
|
|
Denying short-term purchasing whims and resourcefully using what one already owns
|
Frugality
|
|
|
Introduced the ideas of inner-directed and outer-directed
|
David Reisman
|
|
|
Shaping behavior to meet group expectations
|
Power of Conformity
|
|
|
Motivation to conform to the preferences of others versus standing apart from the crowd
|
Need for Uniqueness
|
|
|
Infividuals who have an individual orientation
|
Idiocentrics
|
|
|
Individuals who have a group orientation
|
Allocentrics
|
|
|
Who are more likely to be more content with life and finances?
|
Idiocentrics
|
|
|
Who are more likely to avoid unhealthy foods?
|
Allocentrics
|
|
|
Who are more likely to be workaholics?
|
Idiocentrics
|
|
|
Who spends more time preparing their food?
|
Allocentrics
|
|
|
Who is more interested in traveling?
|
Idiocentrics
|
|
|
Who is more likely to work on crafts?
|
Allocentrics
|
|
|
Traits attributed to a product as if it were a person
|
Brand personality
|
|
|
The extent to which a consumer holds strong, favorable, and unique associations with a brand
|
Brand Equity
|
|
|
When inanimate objects are given qualities that make them somehow alive
|
Animism
|
|
|
Two types of animism
|
Object is possessed by the soul of the being
Objects are given human characteristics |
|
|
Celebrity Spokespeople represent which type of animism?
|
Object is possessed by the soul of the being
|
|
|
When objects are given human characteristics, they are what?
|
anthromorphized
|
|
|
A pattern of choices of how a person spends time and money
|
Lifestyle
|
|
|
Says that people sort themselves into groups based on what they like to do, how they spend their leisure time, and how they spend disposable income
|
Lifestyle Marketing Perspective
|
|
|
Allowing consumers to pursue chosen ways to enjoy life and express social identities is the goal of what?
|
Lifestyle Marketing
|
|
|
Strategies stating that even unattractive products are more attractive when evaluated with other, like products
|
Co-Branding strategies
|
|
|
When symbolic meanings of products are related to eachother
|
Product complementarity
|
|
|
Complementary products used to define, communicate, and perform social roles
|
Consumption Constellations
|
|
|
Developed to identify groups of consumers with common lifestyles
|
Segmentation Typologies
|
|
|
Three self orientations of VALS (Values and Lifestyle System)
|
Principle
Status Action |
|
|
Orientation that is guided by a belief system
|
Principle
|
|
|
Orientation that is guided by the opinions of peers
|
Status
|
|
|
Orientation that is guided by the desire to impact the world around them
|
Action
|
|
|
Analyzes consumers in 19 countries and identified 14 common lifestyles
|
Global MOSAIC
|
|
|
Developed MOSAIC
|
British firm, Experian
|
|
|
A pattern of food and beverage consumption that reflect the values of a social group
|
Food Culture
|
|
|
Combining data on consumer expenditures and other socioeconomic factors with geographic information to identify consumers with common consumption patterns
|
Geodemography
|
|
|
A statistical technique for market segmentation
|
Cluster Analysis
|
|
|
When purchase history is combined with geodemographic data to learn more about people
|
Single-source data
|
|
|
What does PRIZM stand for?
|
Potential Rating Index by Zip Market
|
|
|
How many categories are there in PRIZM?
|
62
|
|
|
PRIZM: Blue Blood Estates
|
Most affluent
|
|
|
PRIZM: Public Assistance
|
Least well off
|
|
|
A lasting, general evaluation of people, objects, advertisements, or issues
|
Attitude
|
|
|
Anything toward which one has an attitude
|
Object
|
|
|
True or False: Attitudes don't last
|
False. Attitudes tend to endure over time
|
|
|
Katz's attitude funtions
|
Ego defensive
Knowledge Utilitarian Value expressive |
|
|
The camel ads are an example of which attitude function?
|
Ego-defensive
|
|
|
The camera ad with the pixels is an example of which attitude function?
|
Knowledge
|
|
|
The breast cancer ad is an example of which attitude function?
|
Utilitarian
|
|
|
Attitude function dealing with reward and punishment
|
Utilitarian
|
|
|
The take me fishing ad is an example of which attitude function?
|
Value Expressive
|
|
|
The way a consumer FEELS about an attitude object
|
Affect
|
|
|
Involves the person's intentions to DO something with regard to an attitude object
|
Behavior
|
|
|
The BELIEFS (thoughts/thinking) a consumer has about an attitude object
|
Cognition
|
|
|
A fixed sequence of steps that occur en route to an attitude
|
Hierarchy of Effects
|
|
|
Involves Affect, Behavior, and Cognition
|
ABC model of attitudes
|
|
|
Hierarchy based on cognitive information processing
|
Standard Learning Hierarchy
|
|
|
Hierarchy based on behavioral learning processes
|
Low-Involvement Hierarchy
|
|
|
Hierarchy based on hedonic consumption
|
Eperiential Hierarchy
|
|
|
Beliefs -> Affect -> Behavior
|
Standard Learning Hierarchy
|
|
|
Someone buying a computer would go through which hierarchy of effects?
|
Standard Learning
|
|
|
Beliefs -> Behavior -> Affect
|
Low Involvement Hierarchy
|
|
|
Someone buying Special K would be using which hierarchy of effects?
|
Low involvement
|
|
|
Affect -> Behavior -> Beliefs
|
Eperiential Hierarchy
|
|
|
Someone who just MUST have that dress is experiencing which hierarchy of effects?
|
Experiential
|
|
|
Hierarchy that approaches a decision as a problem-solving process
|
Standard Learning
|
|
|
Hierarchy in which one acts on the basis of emotional reactions
|
Experiential
|
|
|
Levels of Commitment to an attitude
|
Compliance
Identification Internalization |
|
|
Lowest level of attitude commitment
|
Compliance
|
|
|
Level of Commitment to an attitude in which one is conforming to a person or group
|
Identification
|
|
|
Buying an ISU sweatshirt is an example of which level of commitment to an attitude?
|
Identification
|
|
|
The brand loyalty level of commitment
|
Internalization
|
|
|
Identifying with a team and talking about it as "my team" is an example of which level of attitude commitment?
|
Internalization
|
|
|
States that consumers value harmony among thoughts, feelings, or behaviors
|
Principle of Cognitive Consistency
|
|
|
Implementing a dress code for all marketing classes is an example of which principle?
|
Cognitive Consistency
|
|
|
States that in order to maintain consistency, one must maintain a positive attitude toward the product
|
Self Perception Theory
|
|
|
Idea that consumers will comply with a request after agreeing to a smaller request
|
Foot-in-the-door Technique
|
|
|
Smokers who know smoking is unhealthy and justify it by saying that the weight gain associated with quitting is also unhealthy are using what technique?
|
Cognitive Dissonance
|
|
|
Three elements of the Triad (balance theory)
|
Person and their perceptions
an attitude object some other person or oject |
|
|
Elemnt seen as belonging to or part of the other
|
Unit relation
|
|
|
Two elements linked because one has expressed a preference for the other
|
Sentiment Relation
|
|
|
Celebrity Edorsements are marketing applications of what theory?
|
Balance
|
|
|
Specify elements that work together to influence evaluations of attitudes
|
Attitude Models
|
|
|
States that a consumer's attitude will depend on the beliefs about several attributes toward the object
|
MultiAttribute Models
|
|
|
MultiAttribute Models Specify what 3 elements
|
Attributes
Beliefs Importance Weights |
|
|
The Fishbein Model measures what 3 components of attitude?
|
Salient Beliefs
Object Attribute Linkages Evaluation |
|
|
A process by which a consumer's overall attitude is formed by an overall affective response
|
Affect Referral
|
|
|
True or false. There is a questionable link between attitude and behavior
|
True
|
|
|
The extended Fishbein Model
|
Theory of Reasoned Action
|
|
|
Adresses intentions vs behaviors
|
Theory of REasoned Action
|
|
|
Social Pressure is what type of norm?
|
Subjective
|
|
|
Belief that others believe an action should or should not be taken
|
Normative Belief
|
|
|
Degree to which consumers take into account anticipated reactions
|
Motivation to comply
|
|
|
HOw someone feels about buying due to the perceived consequences of purchases
|
Attitude toward the act of buying
|
|
|
The attempt to change attitudes
|
Persuasion
|
|
|
When consumers agree to let marketers try
|
Permission Marketing
|
|
|
States that active, goal-directed consumers draw on mass media to satisfy needs
|
Uses and Gratifications Theory
|
|
|
Level of Interactive response in which the response directly yields a transaction
|
First order response
|
|
|
Level of interactive response in which the response is not in the form of a transaction
|
Second Order response
|
|
|
Two important source characteristics
|
Credibility
Attractiveness |
|
|
Expertise, objectivity, or trustworthiness
|
Source credibility
|
|
|
When the source's knowledge is not accurate
|
Knowledge Bias
|
|
|
When the source has knowledge, but the willingness to convey it is compromised
|
Reporting bias
|
|
|
The more involved a company appears in dissemination of news, the less credible it becomes
|
Corporate Paradox
|
|
|
Perceived social value
|
Source Attractiveness
|
|
|
When a celebrity's image and that of the product are similar
|
Match up hypothesis
|
|
|
When the picture is strongly related to the copy, it is what?
|
Framed
|
|
|
When visual images allow the receiver to group information at the time of encoding
|
Chunked
|
|
|
States that people like things that are familiar, even if not initially keen on them
|
Mere exposure
|
|
|
When a consumer no longer pays attention to the stimulus because of boredom or fatigue
|
Habituation
|
|
|
Argument containing only positives
|
Supportive Argument
|
|
|
Argument containing both positive and negative info
|
Two Sided
|
|
|
Refutational Argument
|
Two Sided
|
|
|
Recall is better for ____ rather than ____.
|
Thinking
Feeling |
|
|
Appeals that inhibit counter arguing
|
Humorous
|
|
|
Experiential form of story presentation involving the audience emotionally
|
Drama
|
|
|
When the consumer associates product usage with some subjective sensation
|
Transformational Advertising
|
|
|
States that once a customer receives a message, he or she begins to process it
|
Elaboration Likelihood Model
|
|
|
This is taken under conditions of high involvement
|
The central route to persuasion
|
|
|
This is taken under conditions of low involvement
|
The peripheral route to persuasion
|
