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88 Cards in this Set
- Front
- Back
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Sensation
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immediate response of our sensory receptors to basic stimuli
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Perception
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process in which sensations are selected, organized, and interpreted
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Perceptual Selection
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people attend to only a small portion of the stimuli to which they are exposed
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Perceptual Vigilance
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more likely to be aware of stimuli that relate to current needs
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Perceptual defense
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see what you want to see and don't see what you don't want to see
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Adaptation
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Degree to which consumers continue to notice a stimulus over time
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Gestalt
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the whole is greater than the sum of its parts
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Closure Principle
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View incomplete objects as complete
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Similarity Principle
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Group together objects that have similar physical characteristics
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Figure-Ground Principle
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one part of the stimulus will dominate (figure) while the other parts recede into the background (ground)
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Behavioral Learning Theory
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learning takes place as a response to an external event or stimulus
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Classical Conditioning
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stimulus that elicits a response is paired with another stimulus that doesn't initially elicit a response on its own
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Instrumental Conditioning (operant)
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learn to perform behaviors that product positive outcomes and avoid those that yield negative outcomes
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Sensory Memory
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temporary storage of sensory information; short duration and limited capacity
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Attention
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information passed through attentional gate is transferred to short term memory
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Short Term Memory
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brief storage of information currently being used; limited capacity and duration of around 20 seconds
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Rehearsal
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information subjected is transferred to long term memory
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Long Term Memory
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relatively permanent storage of information; long duration and unlimited capacity
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Motivation
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process that leads people to behave as they do; buy the products be do, and used to reduce tension caused by perceived need
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Drive Theory
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biological need that produces unpleasant states of arousal (immediate gratification)
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Expectancy Theory
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behavior is pulled by expectations of achieving desirable outcomes... Internal drive + external incentives
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Motivational Conflicts
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Approach Approach + +
Approach Avoidance + - Avoidance Avoidance - - |
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Cognitive Dissonance
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tension felt when behaviors or cognitions conflict; increase favorability of chosen option and reduce favorability of rejected option
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Freudian System
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personality = conflict between gratification and responsibility
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ID
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pleasure principle; maximize pleasure and avoid pain --> Drive Theory
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Superego
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conscience; moral systems and norms of society
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Ego
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mediator between the id and superego
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Reality Principle
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ego gratifies the id so that the outside world will find it acceptable
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80/20 Rule
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20% of users account for 80% of all product sales
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Geodemography
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consumer expenditures/socioeconomic factors + geographic information; permits precise targeting of consumers with certain characteristics
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PRIZM (Potential Rating Index by Zip Market)
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66 clusters of US zip codes - ranked by income, home value, and occupation - maximize effectiveness, cost-efficiency, and impact of marketing communications
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Attitude
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learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way
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Functional Theory of Attitudes
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attitudes exist because they serve some function
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Utilitarian
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rewards and punishment
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Value-Expressive
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consumer's views or self-concept
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Ego-Defensive
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protect ourselves from threats or feelings
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Knowledge
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need for order, structure, or meaning
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Tripartite View of Attitudes
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Attitude = Cognitive, affective, and conative components
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Unidimensional View of Attitudes
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Belief (cognition) -> Attitude (affect) -> Behavior (intention); focuses on some sort of relationship
System and Consequence |
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ABC Model of Attitudes
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Affect - way a consumer feels about an attitude object
Behavior - intentions to do something with regards to an attitude object Cognition - beliefs a consumer has about an attitude object |
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Hierarchies of Effects
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Standard Learning- strong brand loyalty, assumes high consumer involvement
Low-Involvement- no strong brand preference, swayed by simple connections Experiential- emotion |
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Consistency Principle
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seek/value harmony among thoughts, feelings, and behaviors; people will change components to make them consistent
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Balance Theory
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considers relations among elements a consumer might perceive as belonging together; involves a person, perception of attitude object, and perception of the object
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Fishbein Model
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Measures: Salient beliefs about the attitude object, Object-attribute linkages, and Evaluation of important attributes
---Overall attitude score = consumer's ratings of brand attributes X importance rating of attributes |
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Source Credibility
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source's perceived expertise, objectivity, or trustworthiness
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Source Attractiveness
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perceived social value of the source; physical appearance, personality, social status, and similarity
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Sleeper Effect
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over time, dislike sources can get messages across effectively
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Dissociative Cue Hypothesis
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over time, the message and source become dissociated
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Availability-Valence Hypothesis
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selectivity of memory based on limited capacity
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Halo Effect
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people who rank high on one dimension are assumed to excel at other dimensions; consistency principle and social adaptation perspective
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Two Factor Theory
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repitition increases familiarity and reduces uncertainty about the product but over time boredom increases with each exposure and soon wear-out occurs
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One-Sided Arguments
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supportive arguments, positive
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Two-Sided Arguments
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positive and negative information
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Dual Attributes
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different evaluations of the same attitude object: automatic, implicit, and explicit attitudes
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IAT (implicit attitude test)
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measures response time with objects already in memory; stronger memory means quick response time
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5 Stages of the Decision Making Process
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1. Problem Recognition
2. Information Search 3. Evaluation of Alternatives 4. Product Choice 5. Outcome |
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Contiuum of Buying Decision Behavior
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Routine Response Behavior- choice made with little or no effort
Limited-Problem Solving- buyers aren't that motivated to search for information, they use simple decision rules to choose Extended Problem Solving- initiated by motive that is central to self-concept; decision carries a fair degree of risk |
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Need Recognition
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actual state moves downward
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Opportunity Recognition
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ideal state moves upward
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Knowledge
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search is the greatest among the consumers who are moderately knowledgeable
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Evoked Set
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products already in memory plus the prominent in the retail environment actively considered during a consumers choice process
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Consideration Set
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products a consumer actually deliberates about choosing
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Implications of Categorization
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Product positioning
Exemplar products Locating products |
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Heuristics
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mental rules-of-thumb that lead to speedy decision; higher price = higher quality
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Covariation
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perceived associations among events (product quality, product type, and origin); consumers = poor estimators of it
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Zipf's Law
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tendency to prefer a number 1 brand to the competition; brands that dominate are 50% more profitable
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Noncompensatory Decision Rules
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eliminate all options that don't meet some basic standard
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Lexicographic rule
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select the brand that is best on the most important attribute
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Elimination-by-aspects
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evaluates by most important attribute, but still imposes a cut off
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Conjunctive rule
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processing by brand
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Compensatory Rule
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chance to make up for product shortcomings
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Simple Additive rule
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choose alternatives with largest amount of positive attributes
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Weighted additive Rule
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consumer takes the relative importance of positively rated attributes into account; multiplying brand ratings by importance weights
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Isolation Effect
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in order to simplify between alternatives, people will disregard components that alternatives share, and focus on components that distinguish them
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Reflection Effect
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preference between negative and positive prospects are a mirror image of eachother
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Value Function
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defined on deviations from the reference point
-gains - concave and losses - convex |
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Weight Function
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measure the impact of events on the desirability of prospects and not merely the perceived likelihood of these events
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Endowment Effect
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people place higher value on what they own rather than what they do not
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Attraction Effect
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violates the law of similarity and law of regularity
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Law of Regularity
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choice probability should decrease if the number of alternatives increases
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Law of Similarity
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choice probability alternatives that are similar to a new alternative should decrease more than others
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Frequency Effect
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increasing the frequency of products with the same cost makes people believe the proper price must be the price
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Range Effect
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increasing the range of quality makes people perceive that quality of target brands seem not so bad
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Social Loafing
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when in a group people don't devote as much time to a task as they do when they are alone
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Risky Shift
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people in groups show greater willingness to make risky decisions than if they were alone
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Innovation
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any product consumers perceive as being new
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Prerequisites of Adoption
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Trialability
Compatibility Observability Complexity Relative Advantage |
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Diffusion of Innovation
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Successful spreading of innovation through the population at various rates.
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