Marketing Test 2

Front 1

group

Back 1

two or more individuals who share a set of norms, values, beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.

Front 2

reference group

Back 2

a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior

Front 3

primary groups

Back 3

such as family or friends, involve strong ties an frequent interaction

Front 4

secondary groups

Back 4

such as professional and neighborhood associations, involve weaker ties and less frequent interaction

Front 5

dissociative reference groups

Back 5

groups with negative desirability-- can influence behavior just as do those with positive desirability

Front 6

aspiration reference groups

Back 6

nonmembership groups with a positive attraction

Front 7

consumption subculture

Back 7

a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity

Front 8

brand community

Back 8

a nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm

Front 9

community

Back 9

characterized by consciousness of kind, shared rituals and traditions, and a sense of moral responsibility

Front 10

online community

Back 10

a community that interacts over time around a topic of interest on the Internet

Front 11

online social network site

Back 11

a web based service that allows individuals to (1) construct a public or sempublic profile within a bounded system (2) articulate a list of other users with whom they share a connection and (3) view and traverse their list of connections and those made by those made by others within the system

Front 12

informational influence

Back 12

occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information

Front 13

normative influence

Back 13

sometimes called utilitarian influence, occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction

Front 14

identification influence

Back 14

also called value-expressive influence, occurs when individuals have internalized the group's values and norms

Front 15

asch phenomenon

Back 15

the order of announcement is arranged so that the naive subject responds last. The naive subject almost always agrees with the incorrect judgement of the others.

Front 16

word of mouth communications (WOM)

Back 16

individuals sharing information with other individuals in a verbal form, including face-to-face, phone, and the Internet

Front 17

opinion leader

Back 17

individuals who actively filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues

Front 18

two-step flow of communication

Back 18

the process of one persons receiving information from the mass media or other sources and passing it on to others

Front 19

multistep flow of communication

Back 19

involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources

Front 20

enduring involvement

Back 20

the most salient characteristic is greater long-term involvement with the product category than the non-opinion leaders in the group

Front 21

market mavens

Back 21

generalized market influencers-special type of opinion leaders

Front 22

viral marketing

Back 22

an online "pass it along" strategy that uses electronic communications to trigger brand messages throughout a widespread network of buyers

Front 23

blogs

Back 23

personalized journals where people and organizations can keep a running dialogue

Front 24

buzz

Back 24

the exponential expansion of wom

Front 25

consumer review sites

Back 25

provide consumer product and service reviews in a host of different formats

Front 26

innovation

Back 26

an idea, practice, or product perceived to be new by the relevant individual or group

Front 27

adoption process

Back 27

extended decision making when a new product is involved

Front 28

diffusion process

Back 28

the manner in which innovations spread throughout a market

Front 29

adopter categories

Back 29

researchers have found it useful to divide the adopters of any given innovation into five groups based on the relative time at which they adopt

Front 30

innovators

Back 30

venturesome risk takers

Front 31

early adopters

Back 31

tend to be opinion leaders in local reference groups

Front 32

early majority

Back 32

consumers tent to be cautious about innovations

Front 33

late majority

Back 33

members are skeptical about innovations

Front 34

laggards

Back 34

locally oriented and engage in limited social interaction

Front 35

information processing

Back 35

a series of activities by which stimuli are perceived

Front 36

perception

Back 36

exposure, attention, and interpretation

Front 37

perceptual defenses

Back 37

individuals are not passive recipients of marketing messages

Front 38

exposure

Back 38

occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves

Front 39

zipping

Back 39

when one fast forwards through a commercial on a prerecorded program

Front 40

zapping

Back 40

involves switching channels when a commercial appears

Front 41

add avoidance

Back 41

zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages

Front 42

product placement

Back 42

provides exposure that consumers don't try to avoid, it shows how and when to use the product, and it enhances the product's image

Front 43

permission-based marketing

Back 43

the voluntary and self-selected nature of online offerings, where consumers "opt in" to receive e-mail based promotions

Front 44

-apheresis

Back 44

removal

Front 45

adaptation level theory

Back 45

suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.

Front 46

information overload

Back 46

when consumers are confronted with so much information that they cannot or will not attend to all of it

Front 47

smart banners

Back 47

banner ads that are activated based on terms used in search engines

Front 48

brand familiarity

Back 48

an ability factor related to attention

Front 49

hemispheric lateralization

Back 49

activities that take place on each side of the brain

Front 50

subliminal stimulus

Back 50

a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it

Front 51

perceptual relativity

Back 51

generally a relative process rather than absolute

Front 52

interpretation

Back 52

the assignment of meaning to sensations- how we comprehend and make sense of incoming information based on characteristics of the stimulus, the individual, and the situation

Front 53

cognitive interpretation

Back 53

a process whereby stimuli are placed into existing categories of meaning

Front 54

affective interpretation

Back 54

the emotional or feeling response triggered by a stimulus such as an ad

Front 55

contextual cues

Back 55

present in the situation play a role in consumer interpretation independent of the actual stimulus

Front 56

rhetorical figures

Back 56

involve the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline

Front 57

stimulus organization

Back 57

the physical arrangement of the stimulus objects

Front 58

proximity

Back 58

the fact that stimuli positioned close together are perceived as belonging to the same category

Front 59

ambush marketing

Back 59

involves any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not

Front 60

closure

Back 60

involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved

Front 61

figure-ground

Back 61

involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background

Front 62

sensory discrimination

Back 62

the physiological ability of an individual to distinguish between similar stimuli

Front 63

just noticeable difference

Back 63

the minimum amount that one brand can differ from another (or from its previous version) with the difference still being noticed

Front 64

inference

Back 64

goes beyond what is directly stated or presented

Front 65

cross-promotions

Back 65

whereby signage in one area of the store promotes complementary products in another (milk signage in the cookie isle)

Front 66

brand extension

Back 66

where an existing brand extends to a new category with the same name such a Levi Strauss putting its Levi name on a line of upscale mens suits

Front 67

co-branding

Back 67

an alliance in which 2 brands are put together on a single product

Front 68

learning

Back 68

any change in the content or organization of long-term memory or behavior and is the result of information processing

Front 69

short-term memory

Back 69

or working memory is that portion of total memory that is currently activated or in use

Front 70

long-term memory

Back 70

is that portion of total memory devoted to permanent info storage

Front 71

maintenance rehearsal

Back 71

the continual repetition of a piece of info in order to hold it in current memory for use in problem solving or transferal to long-term memory

Front 72

elaborative activities

Back 72

the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information

Front 73

concepts

Back 73

abstractions of reality that capture the meaning of an item in terms of other concepts

Front 74

imagery

Back 74

concrete sensory representations of ideas, feelings, and objects

Front 75

semantic memory

Back 75

the basic knowledge and feelings an individual has about a concept

Front 76

episodic memory

Back 76

the memory of a sequence of events in which a person participated

Front 77

flashbulb memory

Back 77

acute memory for the circumstances surrounding a surprising and novel event

Front 78

schema

Back 78

a pattern of associations around a particular concept

Front 79

script

Back 79

memory of how an action sequence should occur

Front 80

accessibility

Back 80

the liklihood and ease with which info can be recalled from LTM

Front 81

explicit memory

Back 81

the conscious recollection of am exposure event

Front 82

implicit memory

Back 82

the nonconscious retrieval of previously encountered stimuli

Front 83

high-involvement learning

Back 83

the consumer is motivated to process or learn the material

Front 84

low-involvement learning

Back 84

the consumer has little or no motivation to process or learn the material

Front 85

conditioning

Back 85

a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned

Front 86

classical conditioning

Back 86

the process of using an established relationship between one stimulus and response to bring about the learning of the same response to a different stimulus

Front 87

operant conditioning

Back 87

involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior

Front 88

shaping

Back 88

process of encouraging partial responses leading to the final desired response

Front 89

cognitive learning

Back 89

encompasses all the mental activities of humans as they work to solve problems or cope with situations

Front 90

iconic rote learning

Back 90

a concept or the association between two or more concepts in the absence of conditioning

Front 91

vicarious learning or modeling

Back 91

imagery to anticipate the outcome of various courses of action

Front 92

analytical reasoning

Back 92

most complex form of cognitive learning

Front 93

analogical reasoning

Back 93

an inference process that allows consumers to use an existing knowledge base to understand a new situation or subject

Front 94

stimulus discrimination

Back 94

process of learning to respond differently to a similar but distinct stimuli

Front 95

stimulus generalization

Back 95

aka rub off effect, occurs when a response to one stimulus is elicited by a similar but distinct stimulus

Front 96

extinction

Back 96

forgetting

Front 97

retrieval failure

Back 97

forgetting

Front 98

self-referencing

Back 98

indicated that consumers are relating brand information to themselves

Front 99

reinforcement

Back 99

anything that increases the likelihood that a given response will be repeated in the future

Front 100

punishment

Back 100

any consequence that decreases the likelihood that a given response will be repeated in the future

Front 101

pulsing

Back 101

any time it is important to produce widespread knowledge of the product rapidly, such as during a new-product introduction, frequent repetitions should be used

Front 102

advertising wearout

Back 102

too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it

Front 103

memory interference

Back 103

having difficulty retrieving a specific piece of info because other related info in memory gets in the way

Front 104

brand image

Back 104

schematic memory of a brand

Front 105

product positioning

Back 105

a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment

Front 106

perceptual mapping

Back 106

offers marketing managers a useful technique for measuring and developing a product's position

Front 107

product repositioning

Back 107

a deliberate decision to significantly alter the way the market views a product

Front 108

brand equity

Back 108

the value consumers assign to a brand above and beyond the functional characteristics of the product

Front 109

brand leverage

Back 109

aka family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products

Front 110

motivation

Back 110

the reason for behavior

Front 111

motive

Back 111

a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response

Front 112

attribution theory

Back 112

set of motives deals with our need to determine who or what causes the things that happen to us and relates to an area of research

Front 113

demand

Back 113

the willingness to buy a particular product or service

Front 114

latent motives

Back 114

motives either unknown to the consumer or were such that she was reluctant to admit them

Front 115

projective techniques

Back 115

designed to provide info on latent motives

Front 116

laddering

Back 116

a popular tool for identifying motives

Front 117

involvement

Back 117

a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting

Front 118

approach-approach conflict

Back 118

a consumer who must choose between two attractive alternatives

Front 119

approach-avoidance conflict

Back 119

a consumer facing a purchase choice with both positive and negative consequences

Front 120

avoidance-avoidance conflict

Back 120

a choice involving only undesirable outcomes

Front 121

promotion-focused motives

Back 121

revolve around a desire for growth and development and are related to consumers hopes and aspirations

Front 122

prevention-focused motives

Back 122

revolve around a desire for safety and security and are related to consumers' sense of duties and obligations

Front 123

regulatory focus theory

Back 123

suggests that consumers will react differently depending on which broad set of motives is most salient

Front 124

personality

Back 124

an individuals characteristic response tendencies across similar situations

Front 125

five-factor model

Back 125

identifies five basic traits formed by genetics and early learning

Front 126

consumer ethnocentrism

Back 126

reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products

Front 127

brand personality

Back 127

a set of human characteristics that become associated with a brand

Front 128

emotion

Back 128

refers to the identifiable, specific feeling, and affect to refer to the liking-disliking aspect of the specific feeling

Front 129

coping

Back 129

involves consumer thoughts and behaviors in reaction to a stress inducing situation designed to reduce stress and achieve more desired positive emotions

Front 130

attitude

Back 130

an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment

Front 131

cognitive component

Back 131

a consumer's beliefs about an object

Front 132

multiattribute attitude model

Back 132

logic underlies this

Front 133

affective component

Back 133

feelings or emotional reactions to an object

Front 134

aesthetic appeal

Back 134

appearance, sensory experience

Front 135

behavioral component

Back 135

ones tendency to respond in a certain manner toward an object or activity

Front 136

ambivalent attitude

Back 136

holding mixed beliefs and feelings about an attitude object

Front 137

mere exposure

Back 137

simply presenting a brand to an individual on a large number of occasions might make the individuals attitude toward the brand more positive

Front 138

elaboration likelihood model

Back 138

a theory about how attitudes are formed and changed under varying conditions of involvement

Front 139

source credibility

Back 139

trustworthiness and expertiset

Front 140

testimonial ad

Back 140

a person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea

Front 141

spokescharacters

Back 141

tony the tiger

Front 142

sponsorship

Back 142

a company providing financial support for an event such as the olympics or a concert

Front 143

fear appeals

Back 143

use the threat of negative consequences if attitudes or behaviors are not altered

Front 144

humorous appeals

Back 144

ads built around humor

Front 145

comparative ads

Back 145

directly compare the features or benefits of two or more brands

Front 146

emotional ads

Back 146

designed primarily to elicit a positive affective response rather than to provide info or arguments

Front 147

value expressive appeals

Back 147

attempt to build a personality for the product or create an image of the product user

Front 148

utilitarian appeals

Back 148

involve informing the consumer of one or more functional benefits that are important to the target market

Front 149

one sided messages

Back 149

only one point of views expressed

Front 150

two sided message

Back 150

presenting both good and bad points, is counterintuitive, and most marketers are reluctant to try such an approach

Front 151

message framing

Back 151

refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms

Front 152

attribute framing

Back 152

refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms

Front 153

attribute framing

Back 153

where only a single attribute is the focus of the frame

Front 154

goal framing

Back 154

where the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act

Front 155

benefit segmentation

Back 155

segmenting consumers on the basis of their most important attribute or attributes

Front 156

self-concept

Back 156

the totality of the individual's thoughts and feelings having reference to himself or herself as an object

Front 157

actual self concept

Back 157

who i am now

Front 158

ideal self concept

Back 158

who id like to be

Front 159

private self concept

Back 159

how i am or would like to be to myself

Front 160

social self concept

Back 160

how i am seen by others or how i would like to be seen by others

Front 161

independent self concept

Back 161

emphasizes personal goals, characteristics, achievements, and desires

Front 162

interdependent self concept

Back 162

emphasizes family, cultural, professional, and social relationships

Front 163

extended self

Back 163

consists of the self plus possessions that is, people tend to define themselves in part by their possessions

Front 164

peak experience

Back 164

an experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fufillment

Front 165

mere ownership effect

Back 165

the endowment effect, is the tendency of an owner to evaluate an object more favorably than a nonowner

Front 166

lifestyle

Back 166

how a person lives

Front 167

psychographics

Back 167

attempts to develop quantitative measures of lifestyle

Front 168

VALS

Back 168

provides a systematic classification of American adults into eight distinct consumer segments

Front 169

geo-demographic analysis

Back 169

based on the premise that lifestyle and thus consumption is largely driven by demographic factors

Front 170

PRIZM

Back 170

66 lifestyle segments