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;
27 Cards in this Set
- Front
- Back
|
Freudian systems – components
|
Id- oriented toward immediate gratification
Superego- a person’s conscience Ego- the system that mediates between the id & the superego |
|
|
Attitudes
|
A lasting, general evaluation of people (including oneself), objects, advertisements, or issues
|
|
|
ABC model – 3 hierarchies of effects
|
Affect- the way a consumer feels about an attitude object
Behavior- involves a person’s intentions to do something with regard to an attitude object Cognition- the beliefs a consumer has about an attitude object |
|
|
Balance Theory
|
considers relations among elements a person might perceive as belonging together
|
|
|
Multiattribute model – Fishbein Model – measurement and use
|
salient beliefs- the beliefs people have about the object considered during evaluation
Object-attribute linkages- the probability that a particular object has an important attribute Evaluation of each of the important attributes |
|
|
What is a lifestyle?
|
Pattern of consumption reflecting a person’s choices of how he or she spends time and money
|
|
|
Product complementarity
|
an important part of lifestyle marketing is to identify the set of products and services that seems to be linked in consumer’s minds to a specific lifestyle
|
|
|
VALS segmentation – typologies
|
12% of American adults are thrill seekers- Experiencers
|
|
|
PRIZM; geodemography and clustering
|
(potential rating index by zip market) classifies every U.S. zip code into one of 62 categories in terms of income, home value, and occupation on a ZQ (zip quality) scale
|
|
|
Reference groups defined and types/dimensions of influence
|
an actual or imaginary individual or group conceived of having significant relevance upon an individuals evaluations, aspirations, or behavior
|
|
|
Powers of reference groups
|
social, referent, information, legitimate, expert, reward, coercive
|
|
|
Word-of-mouth communication – positive & negative
|
product information transmitted by individuals to individuals, negative- consumers weigh negative info from others more heavily than they do positive comments
|
|
|
What is guerrilla marketing?
|
promotional strategies that use unconventional locations and intense WOM campaigns to push products
|
|
|
What is viral marketing?
|
the strategy of getting customers to sell a product on behalf of the company that creates it
|
|
|
What does virtual community identification depend on? Membership types?
|
collection of people whose online interactions are based upon shared enthusiasm for and knowledge of a specific consumption activity—devotee, insider, tourist, mingler
|
|
|
What are the types of opinion leaders – what are their behaviors?
|
Innovators- early purchasers, innovative communicators- early purchasers & opinion seekers, market maven- actively involved in transmitting marketplace info of all types, surrogate consumer- hired to provide input in purchase decisions
|
|
|
Stages (and components) of Consumer Decision Making – developed in the slides
|
problem recognition, information search, evaluation of alternatives, product choice, outcomes
|
|
|
Types of consumer decisions
|
extended problem solving, limited problem solving, habitual decision making
|
|
|
Evaluation of Alternatives – categorization
|
mentally placing a product with a set of other comparable products
|
|
|
POP displays
|
elaborate product display or demonstration, coupon dispensing machine, or someone giving out free samples
|
|
|
Purchase and Post purchase issues
|
antecedent- time pressure, mood, shopping orientation
Purchase environment- experience, sales interaction Post purchase processes- satisfaction, product disposal, alternative markets |
|
|
Reasons for shopping
|
shopping orientation, hedonic shopping motives
|
|
|
Store image and atmospherics defined and general components
|
store image- the personality of a store including the store’s location, merchandise suitability, and the knowledge and congeniality of its sales staff.
Atmospherics- The “effort to design buying environments to product specific emotional effects in the buyer that enhance his probability of purchase” Components- layout, sounds, smells, textures |
|
|
Spontaneous shopping/buying
|
unplanned buying- person is unfamiliar with a store’s layout & reminded to buy something by seeing it
Impulse buying- sudden urge Impulse items- conveniently placed near a checkout |
|
|
Pros and cons of e-commerce
|
pros: 24 hours, less traveling, more choices, and fast delivery
Cons: fraud, can’t touch items, expensive to order & then return |
|
|
Post purchase satisfaction
|
determined by the overall feelings, or attitude a person has about a product after it has been purchased
|
|
|
Brand Equity
|
the extent to which a consumer holds strong, favorable, and unique associations with brand in memory
|
