Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
273 Cards in this Set
- Front
- Back
|
Learning
|
Relative permanent change in behavior due to experience
|
|
|
Incidental Learning
|
Unintentional acquisition of knowledge
|
|
|
Behavioral Learning Theories
|
Assumes that learning takes place as the result of external events
|
|
|
Classical Conditioning
|
Pavlov's Dogs
A stimulus that elicits a response is paired with one that doesn't |
|
|
Unconditioned Stimulus
|
Naturally elicits a response
Powder in Pavlov's Dogs |
|
|
Conditioned Stimulus
|
Does not initially give response
Bell is Pavlov's Dogs |
|
|
Conditioned Response
|
Drooling due to the bell in Pavlov's Dogs
|
|
|
Conditioning effects
|
More likely to occur after CS and UCS have been paired a number of times.
|
|
|
Repeated Exposures
|
Prevent decay
increase strength of stimulus-response associations |
|
|
Extinction
|
occurs when the effects of prior conditioning are reduced and disappear
|
|
|
Stimulus Generation
|
tendency of a stimuli similar to a CS to evoke similar, conditioned responses
|
|
|
Halo Effect
|
People also react to other, similar stimuli in much the same way they responded to the original stimulus
|
|
|
Masked branding
|
deliberately hides the products true origin
|
|
|
Stimulus Discrimination
|
Occurs when a UCS does not follow a stimulus similar to a CS.
|
|
|
Brand Equity
|
A brand has positive associations in the customer's mind
|
|
|
Three Exposures
|
First: Awareness
Second: Demonstrates relevance Third: Reminder Four is too many for one marketing communication. |
|
|
Wear Out
|
People no longer pay attention to an ad because it is seen too much
|
|
|
Backward conditioning
|
UCS before CS
Not effective |
|
|
Order of stimulus
|
Normally, Conditioned before unconditioned
|
|
|
Family Branding
|
Variety of different products to capitalize on a company's name
|
|
|
Product line extensions
|
Related products are added to established brand
|
|
|
Licensing
|
Well-known names are rented by others
|
|
|
Look alike packaging
|
Distinctive packaging designs create strong associations with a particular brand
|
|
|
Well established brands
|
encourage stimulus discrimination
|
|
|
Instrumental (operant) conditioning
|
Learn to perform behaviors that produce positive outcomes and avoid negative ones
|
|
|
Responses in classical conditioning
|
involuntary and fairly simple
|
|
|
Shaping
|
Desired behavior learned over time and intermediate actions are rewarded
|
|
|
Classical conditioning involves
|
close pairing of two stimuli
|
|
|
Instrumental (Operant) Learning difference
|
response is performed because it is necessary to receive reward
|
|
|
Three ways of instrumental conditioning
|
Positive Reinforcement
Negative Reinforcement Punishment |
|
|
Positive reinforcement
|
Rewards given by the environment
|
|
|
Negative Reinforcement
|
AVOIDING negative outcomes by using the product
|
|
|
Punishment
|
Something negative HAPPENS for not using the product
|
|
|
Fixed interval Reinforcement
|
After a specified time period has passed, the first response that is made brings the reward
|
|
|
Variable interval reinforcement
|
The time that must pass before reinforcement is delivered varies around some average
|
|
|
Fixed ratio reinforcement
|
A person is reinforced after a certain number of responses
|
|
|
Variable ratio reinforcement
|
A person is reinforced after a certain number of responses, but he or she does not know the number
|
|
|
Frequency Marketing
|
Rewards regular purchases by giving them prizes
|
|
|
Cognitive Learning Theory
|
internal mental processes
|
|
|
Cognitive Learning Theory approach
|
views people as problem solvers who actively use information in the world to master their environment
|
|
|
Mindlessness
|
Processing information passively, automatically
|
|
|
Trigger Feature
|
cues us to a particular pattern
|
|
|
masking effects
|
make it difficult for subjects to learn UCS/CS associations
|
|
|
Observational Learning
|
Occurs when people watch the actions of others and note the reinforcements they receive for their behaviors
|
|
|
Modeling
|
Imitating the behavior of others
|
|
|
Components of Observational learning
|
Attention
Retention Productions Processes Motivation Observational Learning |
|
|
Memory
|
Involves a process of acquiring information and storing it over time
|
|
|
Information-Processing
|
Mind is like a computer
Data input, processed, and output later Encoding, storage, retrieval |
|
|
Encoding
|
Information is entered in a way that it will be recognized
|
|
|
Storage Stage
|
Integrate the information with other information until it is needed
|
|
|
Retrieval Stage
|
The person accesses the desired information
|
|
|
Memory Process
|
External Inputs
Encoding Storage Retrieval |
|
|
External Memory
|
Includes all product details on packages and other marketing stimuli
|
|
|
Postexperience Advertising
|
what we are exposed to by the product after the experience
|
|
|
Sensory Meaning
|
color or shape
|
|
|
Semantic Meaning
|
symbolic associations, such as rich people drink champaign
|
|
|
Episodic Meaning
|
relate to events that are personally relevant
|
|
|
Flashbulb memories
|
Especially vivid memories
|
|
|
Narrative
|
way to convey product information
Story |
|
|
Sensory memory
|
permits storage of the information we receive from our senses
|
|
|
Three systems of the Information processing perspective
|
Sensory memory
Short Term Memory Long Term Memory |
|
|
Attentional Gate
|
transforms Sensory memory into short term memory
|
|
|
Short term memory
|
stores info for a limited period of time
|
|
|
Acoustically
|
how it sounds
|
|
|
semantically
|
in terms of what it means
|
|
|
Chunking
|
information is stored by combining small pieces into larger ones
|
|
|
Number of chunks
|
was between 5 and 9
now is 3 or 4 |
|
|
Long Term Memories
|
retain information for a long period of time
|
|
|
Elaborative rehearsal
|
required in order for information to enter long term memory from short term memory
|
|
|
Multiple store
|
Traditional approach to relationship among the types of memory
assumes that STM and LTM are separate |
|
|
Activation models of memory
|
STM and LTM are interdependent
|
|
|
Knowledge structures
|
organized systems of concepts concerning brands
|
|
|
Hierarchical Processing model
|
a message is processed in bottom up fashion
|
|
|
Evoked set
|
first brands that come to mind
|
|
|
Spending Activation
|
allows consumers to shift back and forth between levels of meaning
|
|
|
How a memory trace for an ad is stored
|
Brand Specific
Ad specific Brand identification product category evaluative reactions |
|
|
Brand specific
|
in terms of claims made for the brand
|
|
|
Ad specific
|
in terms of the medium or content of the ad itself
|
|
|
Brand identification
|
in terms of the brand name
|
|
|
Product category
|
In terms of how the product works
|
|
|
evaluative reactions
|
positive or negative emotions
|
|
|
Proposition
|
links two nodes together to form a more complex meaning
|
|
|
Nodes
|
where information is placed from knowledge structures
|
|
|
Service script
|
guide their behavior in service settings
|
|
|
Pioneering brand
|
the first brand to enter a market
|
|
|
State dependent retrieval
|
people are better to access information if their internal state is the same at the time of recall as it is when the info was learned
|
|
|
meed congruence effect
|
matches consumer's mood at time of purchase when planning marketing communications
|
|
|
Postexperience advertising effects
|
marketing communications can be very powerful in our daily lives
|
|
|
Mystery ads
|
brand is not identified until the end of the ad
|
|
|
Salience
|
its prominence in memory
|
|
|
restorff effect
|
any increase in novelty will aid in recall
|
|
|
decay
|
forgetting about an ad
|
|
|
interference
|
when additional information is learned, brain displaces earlier information
|
|
|
part list cueing effect
|
allows marketers to utilize interference process
|
|
|
nostalgia
|
the past viewed as both sadness and longing
|
|
|
Spontaneous recovery
|
stimulus evokes weakened response years after encounter
|
|
|
retro brand
|
updated version of a brand from a prior period
|
|
|
Define/measure impact
|
recognition
recall |
|
|
Recognition
|
people are shown ads and asked if they have seen them before
|
|
|
recall
|
just ask consumers what they have seen
|
|
|
response bias
|
contamination of results because of something to do with the instrument or respondent
|
|
|
bogus ads
|
ads that have not been seen before
|
|
|
memory lapses
|
omitting
averaging- normalizing memories telescoping- inaccurate recall of time |
|
|
Problem solving steps
|
Problem recognition
information search evaluation of alternatives product choice |
|
|
consumer hyperchoice
|
many options drain psychological energy and we make poor decisions
|
|
|
rational perspective
|
people integrate as much info as possible with what they already know, then weight pluses and minuses
|
|
|
behavioral influence perspective
|
concentration on low involvement purchases
|
|
|
Purchase momentum
|
occurs when initial impulses actually increase the likelihood that we will buy even more
|
|
|
constructive processing
|
consumers evaluate effort, then choose strategy
|
|
|
experiential perspective
|
stresses gestalt, or totality, of the product or service
|
|
|
extended problem solving
|
traditional decision making process
|
|
|
Limited problem solving
|
usually more straightforward and simple
|
|
|
Habitual decision making
|
choices made with little or nor conscious effort
|
|
|
Problem recognition
|
occurs whenever the consumer sees a significant difference b/t current affairs and ideal state
|
|
|
standard of comparison
|
something else better is seen
|
|
|
actual state moves down
|
need recognition
|
|
|
ideal state moves up
|
opportunity recognition
|
|
|
information search
|
surveys environment for data
|
|
|
Prepurchase search
|
search the marketplace for specific information
|
|
|
ongoing search
|
stay up to date on what is happening
|
|
|
Directed learning
|
on a previous occasion we had already searched for relevant information
|
|
|
incidental learning
|
exposure to ads, packaging and sales promotions
|
|
|
economics of information
|
assumes that consumers will gather as much data as needed
|
|
|
variety seeking
|
the desire to choose new alternatives
|
|
|
satiated
|
tired of favorite product
|
|
|
sensory specific satiety
|
even though we have favorites, we still like to sample other possibilities
|
|
|
framing
|
way a problem is posed
|
|
|
people responding to situations
|
Mental accounting
framing gains and losses |
|
|
sunk cost fallacy
|
having paid for something makes us reluctant to waste it
|
|
|
loss aversion
|
people place more emphasis on a loss than a gain
|
|
|
prospect theory
|
a descriptive model of how people make choices
utility is a function of gains and losses risk differs when you face gains or losses |
|
|
Moderately Knowledgeable
|
Search tends to be the greatest
|
|
|
Selective Search
|
their efforts are more focused and efficient
|
|
|
Perceived Risk
|
the belief in a product has potentially negative consequences
|
|
|
Consideration set
|
brands that one actually includes in deliberations
|
|
|
Basic Level Category
|
middle level
typically most useful in classifying products |
|
|
Superordinate category
|
broader, abstract
|
|
|
Subordinate Category
|
more specific, individual brands
|
|
|
Positioning Strategy
|
hinges on the marketer's ability to convince the consumer that its product should be considered within a given category
|
|
|
Evaluative Criteria
|
dimensions used to judge the merits of competing options
|
|
|
Determinant attributes
|
features we actually use to differentiate among our choices
|
|
|
cybermediary
|
an intermediary that helps to filter and organize online market information in order to evaluate alternatives
|
|
|
Cybermediary examples
|
Directories- Yahoo
Website evaluators- reviews sites Forums- experts in fields Financial intermediaries- authorize payments from buyer to seller |
|
|
Intelligent agents
|
sophisticated software programs that use collaborative filtering to learn form past consumer behavior
|
|
|
Electronic recommendation agent
|
software tool that tries to understand a human decision maker's preferences by asking them to communicate it
|
|
|
Heuristics
|
mental rules of thumb that lead to a speedy decision
|
|
|
Product signal
|
communicates some underlying quality
|
|
|
covariation
|
perceived associations among events that may not influence each other
|
|
|
Market beliefs
|
the shortcuts that guide their decisions
|
|
|
Price quality relationship
|
most pervasive
sees price and quality as related not always justified |
|
|
Country of origin product signal
|
Nationalists
Internationalists Disengaged |
|
|
Nationalists
|
feel close to own culture
|
|
|
Internationalists
|
Feel close to three or more outside cultures
|
|
|
Disengaged
|
no attachment to any culture
younger and less educated |
|
|
Country of origin
|
consumers associate items with specific countries
|
|
|
stereotype
|
a knowledge structure based on inferences across products
|
|
|
Ethnocentrism
|
Tendency to prefer own culture over others
|
|
|
Product signal examples
|
Market Beliefs
Country of Origin |
|
|
Why choose brand names
|
Inertia- Lazy
Brand Loyalty- a friend |
|
|
Brand parity
|
refers to consumers' beliefs that there are no big differences between brands
|
|
|
Noncompensatory
|
A product Being low in one attribute can't make up for being low on another
|
|
|
Lexographical rule
|
select the product that is best in the most important attribute
|
|
|
Noncompensatory examples
|
Lexographic
Elimination by aspects Conjunctive rule |
|
|
Elimination by aspects
|
Using cutoffs for attributes
|
|
|
Conjunctive rule
|
processing by brand
|
|
|
Compensatory rules
|
simple additive
weighted additive |
|
|
Compensatory decision rule
|
gives a product a chance to make up for shortcomings
|
|
|
Simple additive
|
the consumer merely chooses a product that has the largest number of positive attributes
|
|
|
Weighted additives
|
takes into account importance of attributes
|
|
|
Culture
|
accumulation of shared traditions among the members
|
|
|
Culture system
|
Ecology
Social Structure Ideology |
|
|
Ecology
|
the way a system adapts to its habitat
|
|
|
Social Structure
|
the way in which orderly life is maintained
|
|
|
Ideology
|
mental characteristics of a people
|
|
|
Culture dimensions
|
Power distance
Uncertainty avoidance Masculinity/femininity Individualism |
|
|
Power distance
|
the way members perceive differences in power from relationships
|
|
|
Uncertainty avoidance
|
degree to which people feel threatened
|
|
|
Masculinity/femininity
|
degree to which sex roles are clearly defined
|
|
|
Individualism
|
degree to which culture values the welfare of the individual compared to the group
|
|
|
Collectivist cultures
|
people subordinate their goals for those of the group
|
|
|
Individualist culture
|
attach more importance to individual goals
|
|
|
Norms
|
Rules dictating what is right and wrong
|
|
|
enacted norms
|
explicitly decided on
|
|
|
Crescive norms
|
embedded in the culture
learn by discovering them |
|
|
Crescive norm examples
|
Custom
more conventions |
|
|
Custom
|
handed down from the past to control basic behaviors
|
|
|
More
|
custom with a strong moral overtone
forbidden behaviors |
|
|
Conventions
|
conduct of everyday life
|
|
|
myth
|
story containing symbolic elements that represent the shared emotions of the culture
|
|
|
Functions of myths
|
Metaphysical
Cosmological Sociological Psychological |
|
|
Metaphysical Myth
|
help to explain origin of existence
|
|
|
Cosmological Myth
|
all components of the universe are part of a single picture
|
|
|
sociological Myth
|
maintain social order
|
|
|
Psychological Myth
|
models for personal conduct
|
|
|
Binary Opposition
|
represent two opposing ends of some dimension
|
|
|
mediating figure
|
link opposites by sharing characteristics of each
|
|
|
monomyth
|
myth that is common in many cultures
|
|
|
ritual
|
set of multiple symbolic behaviors that occur in a fixed sequence
|
|
|
Ritual Artifacts
|
items we need to perform rituals
|
|
|
Ritual script
|
identifies artifacts, how to use them, and who uses them
|
|
|
Gift-giving ritual
|
buy a product, remove price, wrap, and give
|
|
|
Economic exchange
|
giver transfers an item of value and expects one in return
|
|
|
Symbolic exchange
|
no real value exchanged
|
|
|
stages of gift giving
|
gestation
presentation reformulation |
|
|
Gestation Stage of Gift Giving
|
giver is motivated my an event to give a gift
|
|
|
Presentation stage of gift giving
|
the process of gift exchange
|
|
|
Reformulation stage of gift giving
|
adjust the bond between giver and receiver
|
|
|
Reciprocity norm
|
obligates people to return the gesture
|
|
|
self-gifts
|
people find reasons to give themselves gifts to regulate behavior
|
|
|
Phases of Rites of Passage
|
Separation
liminality aggregation |
|
|
Separation stage of the Rites of passage
|
individual is detached from the group
|
|
|
Liminality stage of the rites of passage
|
person is in-between statuses
|
|
|
Aggregation stage of the rites of passage
|
person reenters society
|
|
|
sacred consumption
|
objects or events that are set apart from normal activities and are treated with some respect or awe
|
|
|
Profane consumption
|
consumer objects/events that are ordinary
|
|
|
Contamination
|
something sacred happened on a spot, so the spot is sacred
|
|
|
Desacralization
|
sacred item is moved from its place or is duplicated
|
|
|
Sacralization
|
occurs when ordinary items take on sacred meaning to a culture or a specific group
|
|
|
objectification
|
occurs when we attribute sacred qualities to mundane items
|
|
|
collecting
|
systematic acquisition of a particular object
|
|
|
hoarding
|
unsystematic collection
|
|
|
co-optation
|
transform original meanings
|
|
|
cultural selection
|
the selection process of a culture
from conception to consumption |
|
|
cultural production system (CPS)
|
individuals responsible for creating and marketing a cultural product
|
|
|
Components of CPS
|
creative subsystem
Managerial subsystem communications subsystem |
|
|
Creative subsystem
|
generating new symbols and products
|
|
|
Managerial Subsystem
|
selecting an distributing new symbols and products
|
|
|
Communication subsystem
|
giving meaning to a new product and communicating it to consumers
|
|
|
cultural gatekeepers
|
responsible for filtering the overflow on information intended for customers
|
|
|
Art product
|
aesthetic, no functional value
|
|
|
Craft product
|
beauty in which it performs some function
|
|
|
cultural formula
|
certain roles and props occur consistently
|
|
|
reality engineering
|
marketers appropriate elements of a popular culture and convert them for use as promotional vehicles
|
|
|
Cultivation hypothesis
|
media distorts consumer perception of reality
|
|
|
Product placement
|
inserting specific products and names into shows
|
|
|
Brand Entertainment
|
advertisers showcase their products in narrative films
|
|
|
Advergaming
|
advertising on video games
|
|
|
Diffusion of innovators
|
process where a new product or idea spreads through a population
|
|
|
laggards
|
slow to catch on to a trend
|
|
|
innovators
|
people on the lookout for new products
|
|
|
Late adapters
|
the mainstream public, two thirds of public
|
|
|
Early adopters
|
right behind innovators
|
|
|
continuous innovation
|
modification of existing product
|
|
|
dynamically continuous innovation
|
more pronounced change in an existing product
|
|
|
discontinuous innovation
|
create major changes in the way that we live
|
|
|
Prerequisites for successful adoption
|
compatibility
Trialability Complexity Observability relative advantage |
|
|
fashion system
|
all the people involved in creating symbolic meaning and transferring them to objects
|
|
|
Fashion
|
process of social diffusion where a new item is adopted by a group
|
|
|
context dependent
|
different people can interpret the same style differently
|
|
|
cultural categories
|
the basic ways we characterize the world
|
|
|
collective selection
|
certain symbolic alternatives are chosen over others
|
|
|
trickle down theory
|
two conflicting forces that drive fashion change
subordinate groups try to be like groups above them and.....are always looking below them so that they are not imitated |
|
|
meme theory
|
idea that enters the consciousness over time
|
|
|
Tipping Point
|
change happens in a hurry when the product reaches the moment of critical mass
|
|
|
fashion acceptance cycle stages
|
introduction
acceptance regression |
|
|
Introduction stage of the fashion acceptance cycle
|
small number of people are exposed
|
|
|
Acceptance stage of the fashion acceptance cycle
|
product enjoys social visibility and acceptance
|
|
|
Regression stage of the fashion acceptance cycle
|
product reaches stage of social saturation, new products replace it
|
|
|
classic
|
a fashion with an extremely long acceptance cycle
|
|
|
Fad
|
very short lived fashion
|
|
|
Starbucks
|
Did well to act globally
|
|
|
emic perspective
|
stresses variation across cultures
|
|
|
Characteristics of global brands
|
quality signal
global myth social responsibility |
|
|
Quality Signal
|
many assume that a company with global reach it must excel on quality
|
|
|
Global Myth
|
consumers looks to global brands as symbols of cultural ideals
|
|
|
Social responsibility
|
global companies have large influence
|
|
|
Global citizens
|
largest
55% |
|
|
Global Dreamers
|
second largest segment
23% |
|
|
Antiglobals
|
13%
|
|
|
Global agnostics
|
9%
|
|
|
globalized consumption ethic
|
dominance of big markets
|
|
|
transitional economics
|
refers to a country that is struggling to with a difficult adaptation from a controlled, centralized economy to a free market
|
|
|
creolization
|
occurs when a foreign influence is absorbed by local meanings.
|
