Mkt 231 Exam 2

Front 1

attitude

Back 1

a lastin, general evaluation of people, (including oneself), objects, advertisements, or issues.

Front 2

attitude object

Back 2

anything toward which one has an attitude.

Front 3

utilitarian function

Back 3

relates to the basic principles of reward and punishment (e.g. you should drink diet coke just for the taste of it)

Front 4

value-expressive function

Back 4

a person forms a product attitude not because of its objective benefits, but because of what the product says about him as a person.

Front 5

ego defensive function

Back 5

attitudes we form to protect against external threats or internal feelings. (deodarant ads)

Front 6

knowledge function

Back 6

this need is often present when a person is in an ambigous situation or is confronted with a new product.

Front 7

affect

Back 7

how a consumer feels about an attitude object.

Front 8

behavior

Back 8

refers to his intentions to take action about it (but intention does not always result in actual behavior)

Front 9

cognition

Back 9

what he beleives to be true about the attitude object.

Front 10

standard learning hierarchy

Back 10

cognition-->affect-->behavior-->attitude based on cognitiver information processing

Front 11

low involvement hierarchy

Back 11

cognition-->behavior-->affect-->attitude based on behavioral learning processes

Front 12

experiential hierarchy

Back 12

affect-->behavior-->cognition-->attitude based on hedonic consumption.

Front 13

compliance

Back 13

lowest level of involvement, a person forms an attitude because it helps in gaining rewards or avoiding punishments from others.

Front 14

identification

Back 14

occurs when a person forms an attitude to conform to another person's or group's expectations.

Front 15

low ball technique

Back 15

where the salesperson asks the customer for a small favor and then informs him that it will be more costly than he first thought.

Front 16

internalization

Back 16

high level of involvement, a consumer internalizes deep seated attitudes and they become part of her value system.

Front 17

social judgement theory

Back 17

assumes that people assimilate new information about attitude objects in light of what they already know or feel.

Front 18

principle of cognitive consistency

Back 18

we value harmony among our thoughts, feelings, and behaviors, and a need to maintain uniformity among these elements motivates us.

Front 19

balance theory

Back 19

considers how a person perceives relations among different attitude objects, and how he alters his attitudes so that these remain consistent

Front 20

self perception theory

Back 20

assumes we observe our own behavior to determine just what our attitude are, much as we assume that we know what another person's attitude is by watching what he does.

Front 21

foot in the door technique

Back 21

assumes a consumer is more likely to comply with a big request if he has already agreed to a smaller one.

Front 22

persuasion

Back 22

involves an active attempt to change attitudes

Front 23

reciprocity

Back 23

people are more likely to give if they first recieve.

Front 24

scarcity

Back 24

items are more attractive when they aren't available.

Front 25

authority

Back 25

people believe an authoritative source more readily than a nonauthoritative source.

Front 26

consistency

Back 26

people try not to contradict themselves in terms of what they say and do about an issue.

Front 27

liking

Back 27

people agree with those that they like or admire.

Front 28

consensus

Back 28

people consider what others do before they decide what to do.

Front 29

permission marketing

Back 29

a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him.

Front 30

m-commerce

Back 30

(mobile commerce) where marketers promote their goods and services via wireless devices, including cell phones, PDAs, and ipods

Front 31

moblogging

Back 31

you can post a message to a blog while you're on the go, from a camera phone or handheld device.

Front 32

vlogging

Back 32

you can post video diaries on sites such as youtube.

Front 33

podcasting

Back 33

you can create your own radio shows that people can listen to either on their computers or ipods.

Front 34

RSS

Back 34

(really simple syndication); people can sign up to have updates sent automatically to their computers.

Front 35

flogs

Back 35

(fake blogs); companies create flogs to generate buzz.

Front 36

twittering

Back 36

thousands "twitter" their friends as they share moment by moment reports on what they're doing.

Front 37

sleeper effect

Back 37

the process whereby differences in attitude change between positive and negative sources seem to dimish over time.

Front 38

corporate paradox

Back 38

the more involved a company appears to be in the dissemination of news about its products, the less credible it becomes

Front 39

buzz

Back 39

word of mouth that consumers think is authentic and truly customer generated

Front 40

hype

Back 40

inauthentic, corporate propaganda

Front 41

source attractiveness

Back 41

refers to the social value recipients attribute to a communicator.

Front 42

matchup hypothesis

Back 42

the celebrity's image and that of the product he/she endorses should be similar.

Front 43

two factor theory

Back 43

the positive side of repetition is that it increases familiarity and thus reduces uncertainty. The negative side is that over time boredom increases with each exposure.

Front 44

refutational arguments

Back 44

first raise a negative issue and then dismiss it.

Front 45

comparative advertising

Back 45

refers to a strategy in which a message compares two or more recognizable brands and weighs them in terms of one or more specific attributes.

Front 46

allegory

Back 46

a story about an abstract trait or concept for which a person, animal, or vegetable stands.

Front 47

resonance

Back 47

a form of presentation that combines a play on words with a relevant picture.

Front 48

ELM

Back 48

elaboration likelihood model; assumes that once a consumer receives a message she begins to process it.
high involvement-->central route
low involvement-->peripheral route.

Front 49

co-consumers

Back 49

the other patrons in a setting

Front 50

density

Back 50

refers to the actual numberr of people who occupy a space

Front 51

crowding

Back 51

exists only if a negative affective state occurs as a result of this density.

Front 52

queuing theory

Back 52

the mathematical study of waiting lines

Front 53

shopping orientation

Back 53

general attitudes about shopping.

Front 54

being space

Back 54

resembles a commercial living room where we can go to relax.

Front 55

minipreneurs

Back 55

offering work centered being spaces.

Front 56

atmospherics

Back 56

the conscious designing of space and its various dimensions to evoke certain effects in buyers.

Front 57

POP stimuli

Back 57

can be an elaborate

Front 58

expectancy disconfirmation model

Back 58

we form beliefs about product performance based on prior experience with the product or communications about the product that imply a certain level of quality

Front 59

gemba

Back 59

japanese; one true source of information.

Front 60

freegans

Back 60

modern day scavengers who live off discards as a political statement against corporations and consumerism.

Front 61

lateral cycling

Back 61

on consumer exchanges something she owns with someone else for something she owns.

Front 62

divestment rituals

Back 62

taking steps to gradually distance oneself from things they treasure before selling or giving away.

Front 63

status symbols

Back 63

buying and displaying products as markers of social class.

Front 64

discretionary income

Back 64

money available to a household over and above what it requires to have a comfortable standard of living.

Front 65

brand aspirationals

Back 65

people with low incomes that are obsessed with brand names

Front 66

price sensitive affluents

Back 66

wealthier shoppers who love deals

Front 67

value price shoppers

Back 67

those who like low prices and cannot afford much more.

Front 68

behavior economics

Back 68

studies the "human" side of economic decisions

Front 69

consumer confidence

Back 69

consumers' beliefs about what the future hold, which reflects the extent to which people are optimistic or pessimistic.

Front 70

homogamy

Back 70

assortative mating "birds of a feather flock together"

Front 71

social mobility

Back 71

refers to the passage of individuals from one social class to another.

Front 72

status crystallization

Back 72

term for the impact of inconsistencys on the self and social behavior.

Front 73

taste culture

Back 73

describes consumers in terms of their aesthetic and intellectual preferences.

Front 74

restricted codes

Back 74

focus on the content of objects, not on relationships among objects.

Front 75

elaborated codes

Back 75

more complex and depend on a more sophisticated worldview.

Front 76

habitus

Back 76

status marking force that causes consumption preferences to cluster together.

Front 77

culture capital

Back 77

knowledge of refined behavior that admits a person into the realm of the upper class.

Front 78

microloans

Back 78

Grameen Bank loans of small sums to entrepreneurs in developing countries.

Front 79

individuous distinction

Back 79

we buy things and use them to inspire envy in others through our display of wealth or power.

Front 80

conspicous consumption

Back 80

refers to people's desires to provide prominent visible evidence of their ability to afford luxury goods.