Mkt 231 Exam 1

Front 1

demographics

Back 1

descriptive characteristics of a population such as age, gender, income, or population.

Front 2

psychographics

Back 2

aspects of a person's lifestyle and personality.

Front 3

consumption communities

Back 3

where members share opinions and recommendations about products.

Front 4

market segmentation strategies

Back 4

targeting a brand only to specific groups of consumers rather than to everybody.

Front 5

consumer behavior

Back 5

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.

Front 6

role theory

Back 6

the perspective that much of consumer behavior resembles actions in a play.

Front 7

consumption process

Back 7

prepurchase issues, purchase issues, postpurchase issues.

Front 8

relationship marketing

Back 8

building relationships between brands and customers that will last a lifetime.

Front 9

database marketing

Back 9

tracking specific consumers' buying habits very closely and crafting products and messages tailored precisely to people's wants and needs based on this information.

Front 10

popular culture

Back 10

consists of the movies, music, sports, books, celebrities, and other forms of entertainment the mass market consumes.

Front 11

self concept attachment

Back 11

the product helps to establish the user's identity.

Front 12

nostalgic attachment

Back 12

the product serves as a link with a past self

Front 13

interdependence

Back 13

the product is a part of the user's daily routine.

Front 14

love

Back 14

the product elicits emotional bonds of warmth, passion, or other strong emotion.

Front 15

global consumer culture

Back 15

one which unites people around the world by their common devotion to brand-name consumer goods, movie stars, celebrities, and leisure activities.

Front 16

need

Back 16

basic biological motive

Front 17

want

Back 17

represents one way that society has taught to satisfy the need.

Front 18

economics of information

Back 18

perspective in which advertising is an important source of consumer information emphasizing the economic cost of the time spent searching for products.

Front 19

culture jamming

Back 19

a strategy to disrupt efforts by the corporate world to dominate our cultural landscape.

Front 20

social marketing

Back 20

the promotion of causes and ideas (social products), such as energy conservation, charities, and poulation control.

Front 21

green marketing

Back 21

choosing to protect or enhance the natural environment as they go about their business activities.

Front 22

consumed consumers

Back 22

people who are used or exploited, willingly or not, for commercial gain in the marketplace.

Front 23

anticonsumption

Back 23

events in which people deliberately deface or mutilate products and services.

Front 24

paradigm

Back 24

set of beliefs that guide our understanding of the world.

Front 25

positivism

Back 25

a research perspective that relies on principles of the "scientific method" and assumes that a single reality exists; events in the world can be objectively measured; and the causes of behavior can be identified, manipulated, and predicted.

Front 26

interpretivism

Back 26

as opposed to the dominant positivist perspective on consumer behavior, instead stresses the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person rather than "existing out there" in the objective world.

Front 27

sensation

Back 27

refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odor, and texture.

Front 28

perception

Back 28

the process by which people select, organize, and interpret these sensations.

Front 29

perceptual process

Back 29

exposure-->attention-->interpretation

Front 30

hedonic consumption

Back 30

the multisensory, fantasy, and emotional aspects of consumers' interactions with products.

Front 31

sensory marketing

Back 31

where companies pay extra attention to the impact of sensations on our product experiences.

Front 32

trade dress

Back 32

when color combinations come to be so strongly associated with a corporation. (Kodak)

Front 33

kansei engineering

Back 33

Japanese philosophy that translates customers' feelings into design elements.

Front 34

exposure

Back 34

occurs when a stimulus comes within the range of soneone's sensory receptors.

Front 35

psychophysics

Back 35

the science that focuses on how the physical environment is integrated into our personal, subjective world.

Front 36

absolute threshold

Back 36

refers to the minimum amount of stimulation that can be detected on a given sensory channel.

Front 37

differential threshold

Back 37

refers to the ability of a sensory system to detect changes or differences between two stimuli.

Front 38

j.n.d.

Back 38

the minimum difference we can detect between two stimuli (just noticable difference)

Front 39

subliminal perception

Back 39

occurs when the stimulus is below the level of the consumer's awareness.

Front 40

attention

Back 40

refers to the extent to which processing activity is devoted to a particular stimulus.

Front 41

sensory overload

Back 41

being exposed to far more information than can be processed.

Front 42

rich media

Back 42

elements of the ad surprise you with movement (online)

Front 43

perceptual selection

Back 43

means that people attend to only a small portion of the stimuli to which they are exposed.

Front 44

Experience

Back 44

the result of acquiring and processing stimulation over time

Front 45

perceptual filters

Back 45

based on our past experiences; influence what we decide to process.

Front 46

perceptual vigilance

Back 46

the tendency for consumers to be more aware of stimuli that relate to their current needs.

Front 47

perceptual defense

Back 47

when people see what they want to see--and don't see what they don't want to see.

Front 48

adaptation

Back 48

the degree to which consumers continue to notice a stimulus over time.

Front 49

schema

Back 49

set of beliefs we assign to a stimulus.

Front 50

closure principle

Back 50

states that people tend to percieve an incomplete picture as complete.

Front 51

principle of similarity

Back 51

consumers tend to group together objects that share similar physical characteristics.

Front 52

figure ground principle

Back 52

one part of a stimulus dominates (figure) and the other parts recede into the background.

Front 53

semiotics

Back 53

the study of the correspondence between signs and symbols and their roles in how we assign meanings.

Front 54

object

Back 54

the product that is the focus of the message (e.g. Marlboro cigarettes)

Front 55

sign

Back 55

the sensory image that represents the intended meanings of the object. (e.g. Marlboro cowboy)

Front 56

interpretant

Back 56

the meaning derived (e.g. rugged, individualistic, American).

Front 57

icon

Back 57

a sign that resembles the product in some way (Mustang's galloping horse)

Front 58

index

Back 58

a sign that is connected to a product because they share some property (e.g. the pine tree on some of P&G's products conveys the shared property of fresh scent.)

Front 59

symbol

Back 59

a sign that relates to a product by either conventional or agreed-on associations.

Front 60

hyperreality

Back 60

the process of making real what is initially simulation or hype.

Front 61

perceptual map

Back 61

a vivid way to paint a picture of where products or brands are "located" in consumers' minds.

Front 62

positioning strategy

Back 62

which is a fundamental component of a company's marketing efforts as it uses elements of the marketing mix to influence the consumer's interpretation of its meaning in the marketplace relative to its competitors.

Front 63

motivation

Back 63

the processes that lead people to behave as they do.

Front 64

goal

Back 64

consumer's desired end state.

Front 65

drive theory

Back 65

focuses on biological needs that produce unpleasant states of arousal (stomach grumbling)

Front 66

expectancy theory

Back 66

suggests that expectations of achieving desirable outcomes-positive incentives-rather than being pushed from within motivate our behavior.

Front 67

biogenic needs

Back 67

elements necessary to maintain life, such as food, water, air, and shelter.

Front 68

psychogenic needs

Back 68

status, power, and affiliation.
-reflect the priorities of a culture.

Front 69

approach-approach conflict

Back 69

choosing between two desirable outcomes.

Front 70

theory of cognitive dissonance

Back 70

the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviors conflict with one another.

Front 71

product involvement

Back 71

refers to a consumer's level of interest in a particular product.

Front 72

approach-avoidance

Back 72

when we desire a goal but wish to avoid it at the same time. (twinkies)

Front 73

mass customization

Back 73

the personalization of products and services for individual customers at a mass production price.

Front 74

avoidance-avoidance

Back 74

two undesirable outcomes (repairing a new car or buying a new one)

Front 75

vigilante marketing

Back 75

where freelancers and fans film their own commericials for favorite products and post them on websites.

Front 76

involvement

Back 76

a person's perceived relevance of the object based on their inherent needs, values, and interests.

Front 77

terminal values

Back 77

desired end states

Front 78

cult products

Back 78

command fierce consumer loyalty, devotion, and maybe even worship by consumers who are very highly involved with a brand.

Front 79

instrumental values

Back 79

actions we need to take to achieve these terminal values.

Front 80

reference group

Back 80

an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

Front 81

legitamate power

Back 81

power granted through social arrangements (police officers)

Front 82

social power

Back 82

the capacity to alter the actions of others.

Front 83

expert power

Back 83

this person holds power because they have expert knowledge (doctor)

Front 84

referent power

Back 84

if a person admires the qualities of a person or a group, he tries to imitate them by copying the referent's behaviors.

Front 85

reward power

Back 85

when a person or group has the means to provide positive reinforcement.

Front 86

information power

Back 86

a person can have power simply because she knows something others would like to know

Front 87

coercive power

Back 87

when we influence someone because of social or physical intimidation.

Front 88

normative influence

Back 88

the reference group helps to set and enforce fundamental standards of conduct.

Front 89

brand community

Back 89

a group of consumers who share a set of social relationships based upon usage or interest in a product.

Front 90

consumer tribe

Back 90

a group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or product.

Front 91

aspirational reference group

Back 91

consists of people we don't know but we admire them anyways

Front 92

membership reference group

Back 92

consists of people we know

Front 93

propinquity

Back 93

physical nearness, where relationships are more likely to form.

Front 94

antibrand communities

Back 94

these groups also coalesce around a celebrity, store, or brand--but in this case they're united by their disdain for it. (Rachel Ray sucks community)

Front 95

deindividuation

Back 95

a process where individual identities become submerged within a group.

Front 96

risky shift

Back 96

refers to the observation that in many cases, group members show a greater willingness to consider riskier alternatives following group discussion than they would if members made individual decisions with no discussion.

Front 97

guerrilla marketing

Back 97

promotional strategies that use unconventional locations and intensive word-of-mouth campaigns to push products.

Front 98

viral marketing

Back 98

refers to the strategy of getting vistors to a website to forward information on the site to their friends in order to make more consumers aware of the product.