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171 Cards in this Set
- Front
- Back
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Sensation
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immediate response of our sensory receptors
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Perception
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process by which people select, organize, and interpret these sensations
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Study of perception
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focuses on what we add to these raw sensations in order to give them meaning
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Perceptual process
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Sensory stimuli
Sensory receptors Exposure attention interpretation |
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Hedonic consumption
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the multi sensory, fantasy, and emotional aspects of consumers interactions with products
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Form
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is function
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Trade dress
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color strongly represented by a company
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moods
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stimulated or relaxed on the basis of sensations reaching the skin
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phonemes
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individual sounds
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haptic
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touch
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Kansei engineering
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a philosophy that translates customers feelings into design elements
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Exposure
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Occurs when a stimulus comes within range of someone's sensory receptors
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Psychophysics
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science that focuses on how the physical environment is integrated into our personal, subjective world
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Absolute threshold
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the minimum amount of stimulation that can be detected on a given sensory channel
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differential threshold
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ability of a sensory system to detect changes or differences b/t two stimuli
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JND
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minimum difference that can be detected between two stimuli on a given sensory channel
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weber's law
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the stronger the initial stimulus, the greater a change must be for it to be noticed
K = change in i/I |
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Subliminal perception
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occurs when the stimulus is below the levels of the consumer's awareness
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Embeds
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tiny figures that are inserted into magazine advertising by using high speed photography
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Attention
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extent to which processing activity is devoted to a particular stimulus
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multi-task
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process information from more than one medium at one time
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Perceptual reception
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people only attend to a small portion of the stimuli to which they are exposed
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psychic economy
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picking and choosing among stimuli to avoid being overwhelmed
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Experience
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result of acquiring and processing stimulation over time
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Perceptual vigilance
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perceptual filter
consumers are more likely to be aware of stimuli that relate to their current needs |
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Perceptual filters
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influence what we decide to process
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perceptual defense
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people see what they want to see and don't see what they don't
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Adaptation
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the degree to which consumers continue to notice stimuli over time
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Factors that lead to adaptation
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intensity
duration discrimination exposure relevance |
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Intensity
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less intense stimuli have less impace
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Duration
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stimuli that require relatively lengthy exposure habituate
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discrimination
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Simple stimuli
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Exposure
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frequently encountered stimuli
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Relevance
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stimuli that is irrelevant or unimportant
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Contrast in stimuli
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size
color position novelty-unexpected ways |
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Interpretation
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the meaning that we assign to each stimuli
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schema
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set of beliefs
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gestalt psychology
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people derive meaning from the totality of the stimuli, not the individual stimulus
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gestalt
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whole, patter, or configuration
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Gestalt Principles
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Closure
similarity figure-ground |
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Closure principle
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people tend to perceive an incomplete picture as complete
we tend to fill in blanks based on prior experiences |
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Principle of similarity
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consumers tend to group together objects that share similar physical characteristics
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figure-ground principle
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one part of the stimulus will dominate, and the other parts recede into the background
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Semiotics
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examines the correspondence b/t signs and symbols and their role in the assignment of meaning
Consumers use products to express their social identities |
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object
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product is the focus of the message
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Sign
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sensory image that represents the intended meanings of the object
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Interpretant
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meaning derived
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icon
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a sign that resembles the product in some way
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index
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sign that is connected to a product b/c they share some property
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symbol
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sign that is related to a product through either conventional or agreed-upon associations
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Hyperreality
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process of making real what is initially simulation
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perceptual map
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vivid way to paint a picture of where products or brands are located in consumers minds
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positioning strategy
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fundamental part of company's marketing efforts as it uses elements of the marketing mix
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Dimensions to position brand
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Lifestyle
price leadership attributes product class competitors occasions users quality |
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Motivation
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process that leads people to do what they do
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goal
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the desired end state
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drive
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degree of arousal
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want
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manifestation of a need
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utilitarian
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desire to achieve practical benefit
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hedonic
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experiential need, involving emotions
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instinct
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innate patterns of behavior that are universal in a species
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Drive Theory
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focuses on biological needs that produce unpleasant states of arousal
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expectancy theory
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suggests behavior is largely pulled by expectations of achieving desirable outcomes
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homeostasis
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a balanced state
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Biogenic needs
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Elements to maintain life
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Psychogenic Needs
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Status, power, and affiliation
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Utilitarian Needs
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Objective needs
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Hedonic Needs
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Subjective needs
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Valence
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can be positive or negative
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Approach-Approach Conflict
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A person must choose between two desirable alternatives.
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Theory of Cognitive Dissonance
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People have a need for consistency
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Approach-Avoidance
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Desire a goal but wish to avoid it at the same time.
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Avoidance-Avoidance
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Two undesirable alternatives
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Autonomy
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Independent
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Defendance
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Defending the self against criticism
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Play
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Pleasurable acitivities
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Some psychogenic needs
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Play
Defendance Autonomy |
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Need for achievement
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Value personal accomplishment
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Maslow's Hierarchy of needs
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Self-actualization
Ego Belongingness Safety Physiological |
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Involvement
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a person's perceived relevance of the object based on their needs
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Inertia
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Low end of involvement
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Flow State
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High end of involvement
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Simple Processing
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only the basic features are considered
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Elaboration
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Info is linked to prior knowledge
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Product involvement
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Customer's level of interest
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Mass customization
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Personalization of products at rapid pace
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Vigilante Marketing
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Freelancers film own commercials for their favorite products
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Message response involvement
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customers interest in processing marketing communications
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Purchase situation involvement
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differences that may occur when buying the same object for different contexts
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5 components of involvement profile
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Interest
Importance Probability Pleasure Sign value |
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Strategies to increase involvement
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Be hedonic
Use Stimuli Use celebrities Ongoing relationship |
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Value
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Belief that some condition is preferable to the opposite
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relative importance
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ranking
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Value system
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set of rankings
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Core values
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uniquely define a culture
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enculturation
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learning the beliefs and behaviors endorsed by a culture
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Acculturation
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learning the behaviors and value system of another culture
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Socialization agents
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parents
friends teachers |
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cultural values
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security
happiness |
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consumption values
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convenient shopping
prompt service |
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product-specific value
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ease of use
durability |
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terminal values
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desired end states
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instrumental values
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actions to achieve terminal values
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Consumption monoculture
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has own values
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LOV scale
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Developed to isolate values with more direct marketing applications
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means-end chain model
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assumes that attributes are linked to to attraction to terminal values
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laddering
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uncovers consumer associations between attributes and consequences
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Hierarchical value maps
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shows how attributes are linked to end states
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Voluntary simplifiers
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once basic needs are satisfied, additional income does not bring happiness
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Materialism
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importance people attach to worldly possessions
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Terror management theory
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awareness of mortality motivates people to believe in cultural beliefs
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Reference Group
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group that has influence on peoples' evaluations
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Social power
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the capacity to alter the actions of others
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Referent Power
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imitating the actions of someone you admire
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Information Power
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someone has power because they know something
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Legitimate Power
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authority
Policeman |
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Expert Power
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someone with expertise has power
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Reward power
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when a person can provide positive reinforcement
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Coercive power
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threatened to action
not good in long term |
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Types of power
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Referent
Information Legitimate Expert Reward Coercive |
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Normative influence
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helps us set fundamental conduct
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Comparative influence
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affects brand decisions
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Brand community
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group of people who buy the same products
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consumer tribe
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group of people who share a lifestyle
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Tribal Marketing
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linking product to needs of the group
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Membership Reference group
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People the consumer actually knows
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Aspirational Reference group
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people the consumer doesn't know
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Propinquity
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physical distance decreases
Interaction increases more likely to build relationship |
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Mere Exposure
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We like things the more we see them
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group cohesiveness
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degree to which members are attracted to each other
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Deindividuation
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individual identities are submerged with the group
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Social Loafing
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tendency not to devote as much to a task when it is in a group
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Risky shift
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group members show greater risk
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diffusion of responsibility
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each member is less accountable for the outcome
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Decision polarization
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group disagreement on a decision
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Home shopping parties
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group pressures boost sales
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conformity
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change in beliefs as a result of group pressure
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norms
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informal rules of behavior
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factors influencing our conformity
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cultural pressures
fear of deviance commitment group power own image |
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social comparison theory
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increase self-evaluation by looking at others
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co-oriented peer
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a person of an equivalent standing
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Anticonformity
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defiance of the group is the actual object of the behavior
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Reactance
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negative emotional state when we cant freely choose
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WOM
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more reliable and trustworthy
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Negative word of mouth
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weighed more than positive WOM
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virtual community consumption
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people interact online about consumption activity
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Virtual communities
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MUD
Rooms Boards Blogs |
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MUD
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Role and game playing
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Rooms
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chat rooms
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Blogs
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online personal jounals
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blogoshpere
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universe of active weblogs
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Guerrilla marketing
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unconventional locations
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viral marketing
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getting people to forward information about websites to friends
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social networking
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lets members post info about themselves
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Opinion Leaders
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frequently able to influence others
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Homophily
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degree to which two people are similar in education, social status and beliefs
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monomorphic
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one field
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market maven
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people who are actively involved in transmitting marketplace info
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surrogate consumer
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active player in many catagories
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sociometric methods
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trace communication through the group
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Age cohort
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people that undergo similar experiences
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Gen y
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77-94
action oriented independence social issues |
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four conflicts among teens
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Autonomy vs. belonging
rebellion vs. conformity Idealism vs. pragmatism Narcissism vs. intamacy |
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tweens
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27 million
8- 14 years old |
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cool hunters
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kids who report on trends
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Gen X
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not lazy anymore
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baby boomer
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46-64
revolution active |
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gray market
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fast growing segment
autonomy connectedness altruism |
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Perceived age
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how old a person feels
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social aging theories
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how society assign people different roles
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gerontographics
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divides up mature market
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