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21 Cards in this Set

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ElM Model OF pERSUASION
The ELM model has been proposed to see how persuaion works. Persuasion is te active attempt to change consumers attitudes. ELM desribs how individual consumers process new information via different routes, depeding on personal relevance of the information.

Message processing involvment and Argument strenght.
Central Graph
High Involvement --> Cognitive responses --> Behavior and attitude change--> change behavior
Periphial Graph
Low Involvement --> Belief Change --> Behavior Change --> Attitude change.
Middle of the Graph
Communication of message --> Attention & Comprehension
Central Route to Persuasion
High involvment processing with product/message/service.

Strong attention focused on factual information and central product features.
Periphial Route to Persuasion
Low involvement with message/product/idea.

Limited attention focused on periphial, non product related Features/ Feelings.
Maslows Hiearchy of Needs Diagram
Self Acculization
Ego
Social
Safety
Physiological
Self Acculization
This involves the desire for self-fulfillment, to become all that one is capable of becoming.
Ego
Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individual’s feelings of usefulness and accomplishment.
Social
Belonginess - : Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance.
Safety
Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motives are minimally satisfied, and before other motives.
Physiological:
: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated.
Maslow Defined
1. All humans acquire a similar set of motives through gentic endownment and social interaction.

2. Some motives are more basic than others.

3. The more basic motives must be satisfied to a minimum level before other motives are activated.

4. As the basic motives become satisifed, more advanced motives come into play.
Explain the Innovation and adoption process ( Tirckle Down theory & Adopter categories)
Innovation refers to a product,idea, or serivce that is percieved to be new to a group or individuals.
Adoption process is extended decision making when new product is invovled.
Tirckle down theory -
Tirckle down theory - Rivarly between stauts groups act as a force of innovation.

Immitation - Low status groups seek to acheive higher status by adopting thier product/ideas/services in order to obtain a new status.

Differntiation - Higher status groups seek new product/services/ideas to distinguish themselves from lower status groups.
Adopter Groups
Lead User -
Innovator - First to adopt new products/serivces. Usually more educated/ higher income.
Early Adopter - Oppinion leaders of a local group.
Early Majority - Delibrate decision makers.
Late Majority - not convinced of the percieved benefit it offers.
Laggards - traditonalist - last to adopt.
Adopter summarized
Different groups or individuals adopt innovation at different times. There are different reason why indivuduals or groups adopt to innovation.
Describe the Profiles of Disposal behavior
Discard it : Simply throw away. Rather than recycle or reuse they throw the product away.
Recycle it : Close loop manufacteurs where simplified recycling is built into products from desgin phase on.
Store it : The basic nessecity of individuals. Time marked goods remind them of who they were and compare it to who they are now
Gift It: Form of consumer acquisition.
Preinheritance : living bequests household resources.
Donate : Giving things away.
Sell it : Swap meets. Consumers get together in informal markets to trade used goods.
EDM Definition
Disconformation of preconsumption expectations are key influence on consumer satisfaction.

Positive disconformation - Performance exceeded expectations.
Negative Disconformation - performance did not exceed expectations.
EDM Model
EXPECTANCY --> Sat/dis
= relationship (pos/neg)
go down to disconformaion which = contrast which goes to sat/dis
Two decision rules
Compensatory - Select the brand that provides the highest total score when the performance ratings for all the relevant attributes are added (with or without importance weights) together for each brand.

o Lexicographic: Rank the evaluative criteria in terms of importance. Start with the most important criterion and select the brand that scores highest on that dimension. If two or more brands tie, continue through the attributes in order of importance until one of the remaining brands outperforms the others.