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50 Cards in this Set
- Front
- Back
-attempt to change attitudes
-psychological principles that influence people to change their minds or comply with a request |
persuasion
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people are more likely to give if they receive
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reciprocity
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items become more attractive when they are less available
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scarcity
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believe authoritative source more readily
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authority
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try not to contradict themselves in terms of what they say and do
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consistency
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tend to agree with those we like or admire
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liking
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take into account what others are doing before we decide what to do
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consensus
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helps to determine consumers acceptance of it as well as their desire to try a new product
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message source
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-emphasize negative consequence of being left out
-directly compare to competition |
message construction
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-print ad
-tv -door-to-door -website |
media
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-who is it we are talking to?
-uses different tactics for different segment |
target market characteristics
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number of elements are necessary for communication to be achieved:
-source -message -medium -one or more receivers -feedback |
communications model
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marketers are so much more successful when: consumers agree to let marketers try
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permission marketing
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active, goal-directed consumers draw on mass media to satisfy needs
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uses and gratification theory
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directly yields a transaction
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first-order response
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response not in the form of a transaction
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second-order response
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different effects if communicated by a different source
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source effects
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should be a match between needs of recipient and potential rewards source offers
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credibility and awareness
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expertise, objectivity, or trustworthiness
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source credibility
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perceived social value
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source attractiveness
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-halo effect
-attractive source more likely when product related to attractiveness |
"what is beautiful is good"
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-symbolizes categories such as status, social class, gender, age, and personality type
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cultural meanings
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celebrity's image and that of product are similar
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match-up hypothesis
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source's knowledge not accurate
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knowledge bias
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source has knowledge, but the willingness to convey it is comprised
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reporting bias
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the more involved a company appears in dissemination of news, the less credible it becomes
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corporate paradox
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word of mouth that is viewed as authentic and generated by customers
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buzz
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dismissed as inauthentic - corporate propaganda planted by a company with an axe to grind
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hype
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picture strongly related to copy
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framed
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visual images allow the receiver to group information at the time of encoding
-stronger memory traces that adds retrieval over time |
chunk
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-pictures and words can differ in vividness
-powerful descriptions or graphics command attention and are embedded in memory |
vividness
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boosts consumer awareness of brand, even though nothing new has been said
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mere exposure
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consumer no longer pays attention to the stimulus because of boredom or fatigue
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habituation
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-people will eventually tune it out
-be paying for advertisements people will not pay attention to -it takes 3 exposures to learn |
problem of repetitive advertisements
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only positive arguments
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supportive argument
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positive and negative information
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two-sided argument
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-depends on nature product and relationship consumers have with it
-recall better for "thinking" rather than "feeling" |
emotional vs. rational appeals
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draws attention - may be counterproductive unless product is related to sex
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sexual appeals
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inhibit counter-arguing, increase likelihood of message acceptance
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distraction
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-emphasize negative consequences - unless the consumer changes a behavior or an attitude
-used in social marketing contexts -effective when moderate threat and solution presented |
fear appeals
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experiential, involving the audience emotionally
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drama
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source speaks directly to the audience
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lecture
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consumer associates product usage with some subjective sensation
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transformational advertising
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story about an abstract trait or concept that has been personified as a person, animal, or vegetable
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allegory
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placing two dissimilar objects into a close relationship such as "A is B"
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metaphor
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compares two objects "A is like B"
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similie
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combines play on words and relevant picture
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resonance
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once a customer receives a message, he or she begins to process it
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elaboration likelihood model (ELM)
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-taken under conditions of high involvement
-cognitive responses |
central route to persuasion
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-taken under conditions of low involvement
-peripheral cues |
peripheral route to persuasion
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