Mktg 350: Exam 2 Review

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emotion

Back 1

Your response to a specific stimulus in an environment

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mood

Back 2

Pre-existing condition toward something.

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bonding

Back 3

Establishing a contact between consumer and brand (emotional).

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need

Back 4

requirement (not necessary a deficiency).

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motive

Back 5

Internal Tension state (hungry, thirsty).

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goal

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The thing that pulls you toward satisfaction

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desire

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Mystical, allure, wishing for something

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two pre - requisites to a motivated consumer:

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* Arousal (tension) and direction (sought after goal).
* Arousal but no goal example: Pizza hut ad has you call dominos bc you want pizza.
* Direction without arousal: checking fridge but not finding any food.
*

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arousal

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physiological; your body is telling you that you’re hungry; environmental cue such as an aroma or packaging.

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focus groups

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A moderator leads a discussion on a topic with a small group of people. No structure, free discussion. Very cost effective in generating diverse opinions. It is impossible to replicate face-to-face results of a focus group through other forms of communication like skype or social media.

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motivation

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* Association Test: Interview tosses a word of phrase and you respond with first thing that comes to your mind. If your response if truly spontaneous, your reply is truly your gut reaction.
* Projective Test: Respondent steps into someone else’s shoes and speak on their behalf. “What do you think, What would you do?” You reveal your own motives in this test.
*

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when is motivation research easiest vs most difficult

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- Easiest when consumer is aware of their reasons for certain purchases and is willing to discuss them.

* Difficult: When individual is unaware of motives and reasons
*

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Optimum Stimulation Level

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the right level of stimulation for you at a particular point in time.

* Thrill seekers vs couch potatoes

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Reasons why marketers use irrelevant emotions:

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* increase attention value or make the ad more memorable.
* “Sex sells”
*using humor to sell products that aren’t funny. It increases the effectiveness to commercials, add more memorable

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instinct theory

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Physiological or behavioral characteristic of a species that allows it to survive.

* Darwin and Fraud
*

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homeostatis

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The self-regulating mechanism that maintains harmony and balance of our body.

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motivational conflict

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* Approach – Approach: Steak sounds good, but so does lobster. Restaurant offers half/half.
* Avoidance – Avoidance: I don’t want to study but I don’t want to fail the exam. Choose lessor of the two evils.
* Approach - Avoidance: Do the benefits outweigh the cost?
*

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association test

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* Free Word Association: First word that pops into your mind from the words off the list. Real spontaneous responses represent gut responses.
* Sentence Completion: More directed stimulus. “People who gargle daily with Listerine” You finish the thought.
*

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thematic apperception test

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Tell me a story about this picture. You project yourself into the picture and tell me about it while expressing yourself.

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cartton

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What is that person saying or thinking from the speech bubble coming from them?

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ZMET(Zaltman metaphor elicitation technique):

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Collect pictures that represent you’re feeling about some topic. Later you are interviewed about the meaning of those pictures.

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projection techniques

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* A debt interview with an individual respondent.
*

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Three Techniques that measure consumer emotions:

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* PAD Symantec Differential: Scales anchored at opposite ends by opposite adjective pairs. Ex: Low/High quality, Inexpensive/Expensive
* Self-Assessment Manikin: 9 point scale graphic character. On a scale of ……. point to how you feel today?
* EMS (Emotional Measurement System): Using cards with facial expressions.
*

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GSSS (General Sensation Seeking Scale):

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measures whether you’re a high or low sensation seeker. It measures your optimum stimulation level.

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motivation research

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Explore the why aspect of behavior. Why do people do what they do.

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environmental queues

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* Ads, Aromas, Point of Purchase, Packages….
*

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trait theories

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* Individuals who possess similar traits expect to behave alike.
*

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psychographics

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Measures activities, interests, and opinions.

Investigates people’s lifestyle to identify meaningful typology.

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vals

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* Ideals, Achievement, and Self-expression
* Resources are the vertical dimension. More resources lead to being more innovative.
*

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badge value

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Says something about you. The way you dress is a badge value. The kind of car you drive. The type of home you live in.

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* High involvement products such as automobiles.

Back 31

most effective things to use for vals?

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To study the link between personality and consumer behavior:

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* Use tailor made test that focuses on specific personality traits.

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consumer behavior

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* Protects, Enhances, Communicates our self-concept. (Goods are social symbols).
* Social Symbols: Distinctive brands and designer labels. High price tags. Items with prestigious origin.
* We make inferences on people based on their possessions .
*

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* Segmenting, targeting, positioning
* Lots of Promotional themes and appeals originate from personality theory
*

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what do marketers make on personality?

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* Campaign using social themes like family
* Campaign that uses our fears of offending other people (bad breath for example).
* Coan CAD Scale
*

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how do marketers use Neo-Freudian personality theory:

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defense mechanism

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Psychological realignment that we use to protect our ego.

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trait

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personality and characteristics that distinguish an individual.

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lifestyle

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AIO. Activities, Interests, and

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Reality anxiety

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* Fear of things in the real world. (I.e. thunderstorms)

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Neurotic anxiety:

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* Fear of consequences of our behavior. (Contemplating shoplifting but fear of getting caught.)

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Moral anxiety:

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* Fear of our conscience. (Getting caught cheating in a relationship.)
*

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self monitorship

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We are cognitive of what people are thinking of our own behavior.

* High self monitership we feel everyone is looking at us vs low which is the opposite.
*

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* Real self: you objectively
* Ideal self: what you’d like to be
* Self-image: how you see yourself
* Apparent self: how other people see you
* Reference group self: how you think other people see you

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5 Traditional Notions of Self:

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* To define a new product strategy
* Target a specific segment of a market
* Position a product to a specific segment
* Designing an Ad campaign in general

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Marketer’s use of psychographic data through AIO inventories for?

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* For purposes of segmenting, targeting, and positioning.
* Lots of campaign theories have their origin through consumer lifestyles.
*

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Why are marketers interested in studying consumer lifestyles?

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extended self

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Is you as reflected through your possessions.

Possible self:

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how to appeal to the id:

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* Aggression
* Sex
*

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how to appeal to the ego:

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* Free offer
* Bonus pack
*

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how to appeal to the super ego

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* References to ethical codes and morals
*

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framing

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Our tendency to view something in a different perspective. Gain or loss through the perspective of a (Glass half empty vs half full)

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instrumental performance

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As a means to an end. Jacket for cold weather.

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evoked set

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Those few brands that come to mind when you think of a product category.

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determinant attributes

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out of the brands I like, what cars have the coolest interior , nicest seats.

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customer satisfaction

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* Expended effort or sacrifice of resources
* Consumer expectations vs product performance
*

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internal search

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Personal experiences and memory retrieval.

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external search

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Gathering information from outside sources such as media.

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customer service failures

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most common cause of customer satisfaction

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* Measures that companies use to gage customer satisfaction.
*

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American Customer Satisfaction Index:

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extensive Problem Solving:

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First time you buy a product. Lots of comparison effort.

Limited Problem Solving: Purchase is similar to a purchase in the past.

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limited problem solving

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Purchase is similar to a purchase in the past.

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agenda setting

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Marketers educating you on what you should look for in a specific product.

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web based customer service center

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Online chat, 24/7 help.

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coping with missing information

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* Delay your selection until you have all the information.
* Ignore what you don’t know and decide on what you do know.
* Infer what you don’t know based on what you do know.
* Change you decision strategy.
*

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high and low involvement

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* Personal identification is high involvement
* Low involvement is inexpensive products like candy bars.
*

Front 65

customer touch-point management

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* Touch points are stages in your experience with a firm.
* Blackboard is a touch point for a class before it even starts.
* Goal: To improve customer relationships and interaction to achieve the highest level of customer satisfaction.
* Relationship Cycle with a Firm: Are you a prospect, customer, past customer, switchers.
*

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external information search

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Occurs very rarely. You only need enough information to make a comfortable decision.

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prospect

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Alternative or an option that you can consider.

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sharpening and leveling

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Buying specific brands for specific activities. (Puma for soccer, Nike for basketball)

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constructive processing

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Tailor the effort we put forth to make a purchase for a specific task at hand. (Buying a computer locally for $20 extra instead of saving $20 but having to drive to Chicago)

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heuristics

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buy the well known brand. Buy a brand that is on discount

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* Problem recognition
* Identifying alternatives
* Analyzing Alternatives
*

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5 Stages of Dueis Decision making process:

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effective opinion leaders

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early adapters

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* Value
* Risk
* Image
* Tradition

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5 kinds of barriers for innovations

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adoption

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Decision making of an individual that leads to accepting or rejecting.

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* Knowledge
* Persuasion
* Bringing about a decision
* Implementing decision
* Reassuring (confirmation)
*

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stages of adoption process

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Relative advantage, Compatibility, Simplicity, observability of effects, divisibility (trying something on a small scale i.e. test drive a car) speeds up adoption time.

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4 kinds of innovations

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barriers to adoption

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* High price compared to a cheaper quality item
* Usage

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Factors that influence he speed of diffusion between social systems:

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* Compatibility between innovation and cultural values
* Homogeneity of social system
* Closeness or distance of Countries (Canada and USA are very similar.)

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expressive performance

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It looks good on you. Fashionable.

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routine response behavior

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you buy your usual brand.

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diffusion

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The spread of the acceptance of a product through the social system.

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General sensation seeking scale: measures whether you are a high or low seeking optimal sensation level

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distinguish between high and low sensation seekers

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power as ad themes of Maslow’s basic needs versus Murray’s instrumental social motives

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Compared with Maslow’s basic needs which translate into generic consumer choices, Murray’s action-oriented social motives are more effective as ad themes because they translate into brand-specific choices.

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bonding

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connecting the consumer and the brand through an emotional tie.

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PAD (Pleasure-Arousal-Dominance) Semantic Differential Scale

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the most widely-used instrument for measuring emotions. 7 pt scale from Lowest to Highest

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Self-Assessment Manikin (SAM)

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uses a graphic character along a nine-point scale. 9 pt scale graphic character. Hospitals Poistion 1 = smiles and Positin 9 = severe

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Emotional Measurement System (EMS)

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another visual technique that uses facial expressions for this purpose.

Using cards to differentiate facial expressions

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free word association: gut reaction with brand names with negative connotations.

* Projective technique: step the respondent in someone else’s shoes. Speak on someone else’s behalf. Reveal your own motives.

Back 88

assumptions behind projective techniques and association tests

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TAT

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picture story, tell a story about an ambiguous picture. Subjects explain or tell stories about an ambiguous picture.

Context: administered in an depth interview with an individual respondent

*

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Motive: tension state

Need:requirements

Goal: towards satisfaction

Desire: belief , passed passions, wishing, transgleaant in

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Components of Motivation

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1. you as you reflect your more important possessions car house clothes…

2. what you have the potential coming or what you fear becoming

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distinguish between the extended self and possible self

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1=segment, targeting, and positioning 2= promotional themes and appeals and origins in personality theory

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why do marketers study consumer lifestyles, personality, and self-concept?

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Qsort?

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giving the respondent (60-120) cards and ask them to place it an odd number of piles. Neutral pile in the middle, strongest to the left, weakest to the right.

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self/product congruence

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refer to our tendency to select and use products that match aspects of self

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salient attributes

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features on which alternatives are believed to differ *important attribute*

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value barriers: Ex: new camera $500 old = $50

usage barriers: Ex: boost image of fast food throughout the world

Risk barriers:nEx: cell phone case and all the apps

Tradition barriers: Ex life insurance is bad in ISLAM because it alters the future

Image barriers: Ex Hyundai = Bad, so they spent $$$ on a new campaign

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5 barriers that serve as sources of consumer resistance to adopting innovations

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frequency of purchase

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rate at which consumers repurchase an innovation

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rate of adoption

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how fast consumers adapt to an innovation

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Innovators

Early adopters

Early Majority

Late Majority

Laggards

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Five Adopter Categories

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Relative advantage: (overexerting products ) Siri vs Galaxy

Compatability: with consumers beliefs and values(oscar meyer lunchables)

simplicity: of assembly and operation

Observability: ability of the innovation or effects

triability: to permit examination before purchase ... free samples

Divisibility: campbells individual serving ( to allow sampling)

Back 100

what factors influence the pace of consumer acceptance of new products