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22 Cards in this Set
- Front
- Back
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Ways to reduce dissonance? |
-Increasing brand desirability of chosen alternative -Reduces alternatives desirability -Decrease decision importance -Reversing decision (Returns) -Internal Re-Evaluation -Post purchase info eg(Warranties, Advertising, Sales person follow ups) |
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Models of Disposal |
-Sharing -Exchanging -Donating -Recycling -Ridding |
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5 Elements to Relationship marketing |
1. Develop a core product/service on which to build 2. Customising the relationship to the individual customer 3. Augmenting product/service with extra's 4. Pricing in a way that encourages loyalty 5. Marketing to employees so they perform well to customers
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4 Main steps of perception |
Exposure (Random, Deliberate, Selective exposure) Attention (1. Stimuli factors, 2. Individual factors, 3. Situation factors) Interpretation Memory |
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Perception Marketing Strategy |
1. Retail Strategy 2. Brand/logo development 3. Media Strategy 4. Advertising Evaluation 5. Regulations of Ads/Packaging |
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2 learning theories(Schools of thought) |
Behavioural -Classical Conditioning -Operant/instrumental conditioning Cognitive -Iconic Rote learning -Vicarious Learning -Reasoning |
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Classical conditioning |
Establishes a relationship between Stimuli and response. EG Dog hears bell when food is about to be given -- Dog associates the bell with Food |
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Operant conditioning |
Trial of product preceded by enjoyment EG, trial chewing gun, we enjoy the gum and therefore have an increased chance of responding to Stimuli - Meaning, we buy more gum |
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4 key Operant terms |
1. Shaping 2. Reinforces and punishes 3. Schedule of reinforcement 4. Extinction and Forgetting |
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6 factors that affect strength of learning |
1. Importance 2. Message involvement 3. Antecedent state 4. Reinforcement/punishment 5. Repetition 6. Imagery
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3 elements of Motivation |
1. The triggering of a behaviour 2. The general direction of that behaviour 3. Persistence until satisfaction |
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McGUires Psychiological Motives - 4 categories |
Cognitive Perservation Motives Cognitive Growth Motives Affective perservation Motives Affective growth Motives |
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Cognitive Perservation Motives |
Consistency Causation Categorisation Cues
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Cognitive Growth Motives |
Independence Novelty Teleological Utilitarian |
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Affective perservation Motives |
Tension Reducer Self Expression Ego Defense Reinforcement
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Affective growth Motives |
Assertion Affiliation Identification Modelling |
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5 factor model on personality |
1.Extroversion 2.Instability 3.Agreeableness 4.Openness to exposure 5.Conscientiousness
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3 components of attitude
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1. Cognitive 2. Affective 3. Behavioural
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7 factors that create inconsistency between consumer values and behavour
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1. A need or motive required
2. Ability required - EG funds 3. Consuemer may trade off against other purchases 4. Cognitive and affective may be weakly held 5. Others may influence purchase 6. Specific situation might influence purchase 7. Difficulty in measuring components |
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4 ways to change consumer attitude |
1. Change beliefs about brand attributes 2. Change relitive importance of beliefs 3. Add new beliefs 4. Change the beliefs about the attitudes towards brand/idea |
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Different types of reference groups |
Reference groups Aspirational reference groups |
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5 factors of brand personality |
1. Sincerity 2. Excitement 3. Competence 4. Sophistication 5. Ruggedness |
