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166 Cards in this Set
- Front
- Back
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Why do we use multiple paradigms to study consumer behavior?
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1. Because the more paradigms we use, the more complete our understanding
2. because consumer behavior is multifaceted |
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Which paradigm focuses on what the consumer is thinking?
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cognitive
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Which paradigm focuses on empathetic understanding through participant observation?
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ethnographic
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The Tipping Point is the biography of an idea, and that idea is:
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ideas and products and messages and behaviors spread just like viruses do
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Every paradigm consists of:
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theories, aims, and methods
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What does gladwell mean by the concept "contagiousness" in the tipping point?
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this is an unexpected property of all kinds of things from flu to fashion to yawning
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all of the following are important components of information processing models except which one?
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unconditioned response
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what links cognitive systems to the environment?
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attention
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The behaviorist argues that
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researchers should not use cognition for scientific explanations
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The quality of "stickiness" exxentially means
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is the message so memorable it can spur someone to action
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The behavioral paradigm emphasizes all of the following except which one?
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attitude measurement should be used to predict consumer behavior
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The power of context (part 1) emphasizes:
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times and places, immediate environment, and outer circumstances
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Who is the father of operant conditioning?
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Skinner
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Which of the following is the best definition of ecological psychology?
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The place, or situation, encodes proper behavior
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What is the tipping point?
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When something changes from additive to geometric
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The behavioral paradigm supports that
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methods should be based on direct observation,
researchers should focus on what consumers do, the link between the local physical environment and behavior |
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The power of context (part I) emphasizes
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times and place, immediate environment, and outer circumstances
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Who is the father of operant conditioning?
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Skinner
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Which is the best definition of ecological psychology?
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the place, or situation, encodes proper behavior
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What is the tipping point?
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when something changes f/additive to geometric
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According to the behavioral paradigm, if we want to understand consumer behavior, we must study:
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consumers in their place of consumption
the interplay between the environment and behavior |
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What does the power of context (part II) emphasize?
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social groups
peer pressure social norms |
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This is shared knowledge about the world that we are living in:
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semantic
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A sign consists of:
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signifier, signified, and referent
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Which type of involvement links to values and identity?
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Enduring
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The behavioral paradigm supports that
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methods should be based on direct observation,
researchers should focus on what consumers do, the link between the local physical environment and behavior |
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The power of context (part I) emphasizes
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times and place, immediate environment, and outer circumstances
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Who is the father of operant conditioning?
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Skinner
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Which is the best definition of ecological psychology?
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the place, or situation, encodes proper behavior
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What is the tipping point?
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when something changes f/additive to geometric
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According to the behavioral paradigm, if we want to understand consumer behavior, we must study:
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consumers in their place of consumption
the interplay between the environment and behavior |
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What does the power of context (part II) emphasize?
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social groups
peer pressure social norms |
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This is shared knowledge about the world that we are living in:
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semantic
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A sign consists of:
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signifier, signified, and referent
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Which type of involvement links to values and identity?
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Enduring
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Comprehension might also be referred to as:
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Signified
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When discussing the law of the few, which group has the poewr to persuade us when we are unconvinced of what we are hearing?
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salesman
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Sesame Street and Blue's Clues were used as examples of:
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the stickiness factor
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The cognitive paradigm becomes most relevant when:
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the consumer is involved
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Memory consists of two key categories:
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types and structures
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Identity consists of:
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semantic and episodic meanings
social integration and distinction |
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Attitude is a feeling one has toward
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a place
a behavior an event |
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Structures of knowledge consist of:
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meaning nodes and links
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Which concept defintes the beginning point for respondent conditioning as something we see or hear that provokes an emotional response?
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Unconditioned stimulus
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All of the following are important for respondent conditioning to work except which one?
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Positive reinforcement
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Which concept defines the beginning point for respondent conditioning as something we see or hear that provokes an emotional response?
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unconditioned stimulus
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All of the following are important for respondent conditioning to work except which one?
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positive reinforcement
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What is it called when all possible behaviors are arranged in descending order of probability of occurrence?
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Response hierarchy
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Which consultant below is famous for disseminating ideas related to the anthropology of shopping?
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Paco Underhill
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What type of traffic pattern characterizes most dept. stores?
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curving, free-flowing
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According to the cognitive paradigm, if we want to understand consumer behavior, we must study:
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the way consumers process information
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From the ecological psychology perspective, suppose a management team is working on a positive task; what happens if they need to change rooms in their corporate headquarters and the new room is much smaller?
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they will enjoy work on their task even more
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What are the 3 rules of the tipping point?
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the law of the few
the stickiness factor the power of context |
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What type of person has mastered whgat sociologists call the "weak tie?"
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Connector
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What concept does gladwell use to describe consumer experts; that is, consumers with the most knowledge and information about products and brands?
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maven
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Gladwell used the marketing professor, mark alpert, as an example of a:
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maven
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exchange value equals:
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denotation and connotation
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Why do we study attitudes?
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in order to predict behavior
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What type of attitude does fishbein's theory assume
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explicit attitude
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Which consequence increases the porbability of the behavior in the response hierarchy?
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negative reinforcement
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Research indicates that the most effect consequence, by far, is?
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positive reinforcement
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Which schedule of reinforcement tends to produce high rates of behavior that are reasonably resistant to extinction?
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variable ratio schedule
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Which of the following best defines an interaction ritual?
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co-presence and defined by space
mutual focus of attention shared mood |
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E.T. Hall is famous for his theory called:
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proxemies
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Is customer density good or bad?
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Can be good or bad, it depends on the situation
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If you fold in half one piece of paper 50 times, how high would it be?
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About from here to the sun
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This consumer behavior course is based on which metaphor?
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A tool box
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The Kouros story in the introduction of Blink illustrated
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the difference between implicit and explicit attitude
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This is a kind of giant computer that quickly and quietly processes a lot of the date we need in order to keep functioning as human beings (another name for blink)
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the adaptive unconscious
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This refers to the ability of our unconscious to find patterns in situations and behaviors based on small section of experience
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Thin-slicing
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According to Gladwell, why can't people explain their first impressions and snap judgments? Simply, why is it possible to know without knowing why we know?
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Because the reasons why are behind a locked door
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Taking rapid cognition seriously-acknowledging the incredible power that first impressions play in our lives-requires that we
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Take active steps to manage and control those impressions
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In chapter 4 of blink, what does gladwell say about spontaneous decisions?
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It is possible only when everyone engages in hours of practice
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According to Gladwell, which is better: analytic or intuitive decision making?
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Neither is good or bad, it depends on the circumstance
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In the afterword of Blink, Gladwell states that "if I have any goal for Blink, it is that it will encourage:"
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practical problem solving
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What is paradigmatic triangulation?
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The more paradigms we use, the more complete our understanding.
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What does CCT involve?
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Values, norms, and social control
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All of the following are important aspects of culture
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1. cultural behaviors are learned f/society
2. cultural behaviors are arranged into a complex whole 3. culture consists of shared ideas |
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These are stories containing symbolic elements that express shared emotions and cultural values.
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myths
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Promotional strategies should emphasize which part of the means-end chain?
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values
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Understanding this type of norm is key for consumer behavior and marketing
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folkway
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The type of norm referred to as a "more" is
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Reflected
Coded or written down |
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Which socialization theorist is famous for the concept "looking-glass self?"
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Cooley
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According to Mead, all of the following are developmental stages involved with learning to consume:
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preparatory stage
play stage game stage |
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Which socialization theorist is famous for "impression management" and "dramaturgy?"
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Goffman
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These variables are useful when describing populations
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demographic
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Which alternative is an example of a psychographic variable?
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activities
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Whihch traditional approach to segmentation is representative of a post-hoc model?
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VALS
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Which segmentation strategy uses a different mix of the 4 p's for each consumer segment?
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Differentiated
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Who is the father of social anthropology and pioneered the practice of ethnography?
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Malinowski
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Why is ethnography becoming so important?
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method is able to discover a wide range of phenomena
brings researchers close to the consumer creates sensitivity to differences |
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Harley-Davidson uses ethnographers for all of the following:
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1. they are able to bring the segment to life for market managers
2. they better understand product modifications and extensions 3. a descriptive understanding of the subculture allows the marketing team to generate innovative ad campaigns |
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Since ethnography takes place in the field, generating descriptive detail, it has the chance of
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encouraging creativity and seeking innovative ideas
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Ethnography is grounded in metaphors of
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depth and digging
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Why does Burton Boards use ethnography?
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1. their consumers don't respond well to more traditional marketing research methods
2. their consumers are so isolated, they are hard to reach 3. an empathetic understanding of their consumers helps w/strategy development |
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Dee Dee Gordon and Sharon Lee are
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coolhunters
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Which traditional approach to segmentation is an extension of the cultural paradigm?
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PRIZM NE
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"Boomtown Singles" was used as an example of a consumer segment from which traditional approach?
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PRIZM NE
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Why is it so important to not lose the core?
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1. b/c of 80/20 rule
2. b/c these are the most involved consumers 3. b/c the core attracts other consumers |
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What type of reference group influences inner-directed consumption?
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primary
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That type of product and brand that is most vulnerable to reference group influence is
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private/cuts across groups
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How do reference groups influence behavior for folkways?
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social institutions
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What is the most important goal of the ethnographer?
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empathy
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This is the process of internalizing the values and norms of a particular culture
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socialization
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Parents, schools, reference groups, peer groups, and the mass media are examples of:
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agents of socialization
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In class, we discussed all of the following as consumption rituals:
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grooming
divestment exchange |
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These are shared desirable end states or life goals
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terminal values
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What is laddering?
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this provides empiracal evidence important for understanding the means-end chain
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Ultimately, what is the purpose of paradigmatic triangulation?
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to create marketing strategies and solve real world problems
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What is the aim of the cultural paradigm?
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It helps us better understand how consumers learn to consume
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In chapter 5 of blink, gladwell presents a wide range of illustrations that sum u p to one important lesson: if we ask consumers questions about products and brands and base our marketing strategies on their answers:
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1. we may get it wrong
2. most of the time consumers are not able to explain why they prefer something 3. finding out what consumers really like or want takes more exploration than a simple question |
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What does gladwell say about introspection in blink?
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it undermines your ability
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According to gladwell in blink, does rapid cognition always result in correct snap judgments and decisions? In other words, is the blink always positive?
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no, it is at the root of a good deal of prejudice and discrimination
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In chapter 3 of blink, why is bob golomb such a great car salesman?
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b/c he tries never to judge anyone on the basis of his or her appearance
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Why are we innately suspicious of rapid cognition?
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1. b/c the quality of a decision is directly related to the time and effort that goes into it
2. b/c haste makes waste 3. b/c we are taught to look before we leap and stop and think |
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The first task of blink is to convince you of a simple task
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decisions made very quickly can be as good as decisions made cautiously
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gladwell makes all of the following points about our adaptive unconscious:
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snap judgments can be educated
first impressions can be controlled rapid cognition is fallible |
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What is an outlier?
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an observation that is markedly different from the others in the sample
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Who were the two individuals that started google?
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larry page and sergey brin
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In the last chapter of outliers, gladwell summarizes the general thesis of the book:
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to build a better world we need to replace the patchwork of lucky breaks and arbritrary advantages with a society that provides opportunities for all
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Why is professor murray using the starbucks brand story?
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b/c it teaches us about the actions of cultural entrepreneurs, it's about the way that companies form the values and principles of their brand, the story teaches us about the way that brand imagery can be both valuable and constraining
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In Rice Paddies and Math Tests, chapter 8 of outliers, what does erling boe say is the relationship between being able to sit for long periods of time taking a long questionnaire and math ability?
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they are the same
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The foundations for a strong brand are built over time:
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from many small consistent actions
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What is the key to the ethnic theory of plane crashes?
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collectivist cultures may mitigate their speech
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Before Jerry Baldwin, Zev Siegl, and Gordon Bowker joined the hippy trail, what was the state of coffee drinking in the US?
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coffe drinking was in long term decline and most companies were competing by trying to keep prices low
coffee had become a commodity product |
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Why was the hippy trail so important to the Starbucks brand story?
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it taught them about the power of coffee as something more than just taste, coffee was about conversation and place
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All of the following characterized the first phase of starbucks brand story except which one?
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starbucks is as much about place as it is about coffee
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What was the original name of starbucks?
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pequod
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According to gladwell, meaningful work includes all of the following except which one?
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simple clear instructions
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The Arabica coffee market is based on what type of marketing strategy?
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relationship marketing and long-term contracts
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Which individual believed that coffee could be consumed outside the home, as something beyond taste; it can be about place and the romance of the coffee bar
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Howard Schultz
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In analyzing the third place, if the consumer researcher focuses on the interaction between architecture and bodies, which paradigm would they be using?
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behavioral paradigm
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In analyzing the third place, if the consumer researcher focuses on the shift from objects to experience, with an emphasis on the role the product plays in the wider society, which paradigm would they be using?
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cultural paradigms
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Why did Professor Murray use the book outliers in this course if it is not about consumer behavior?
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wanted you to reflect on your own life, understand hard work and prep is more important than IQ, help you think about life and careers
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In analyzinig the third place, if the consumer researcher focuses on the semiotic field, attention, semantic and episodic memory, attitude, and decision-making, which paradigm would they be using?
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cognitive paradigm
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In analyzing the third place, if the consumer researcher focuses on participant observation and empathy, which paradigm would they be using?
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ethnography
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Starbucks exapansion strategy is called "clustering"
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this is essentially a big box strategy
opens several shops in close proximity to saturate certain high foot traffic areas |
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All of the following are key marketing issues important for clustering:
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population density
foot traffic operating costs versus customer service |
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What is practical intelligence?
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it is procedural; it is about knowing how to do something without necessarily knowing why you know it
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In the starbucks brand story, frappuccino was used as an example of:
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co-branding
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In the starbucks brand story, their relationship w/United Airlines was used as an example of
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customer alliance
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In the Starbucks brand story, their relationship w/the Sazaby company in Japan was used as an example of
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a joint venture
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Starbucks now has 165 stores in China; why do they believe that China is its key to growth?
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b/c china has a fast-growing economy, which is steadily being opened up to foreign competition
b/c of the sheer size of China's population |
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Which paradigm focuses on the interaction between the consumer and the environment?
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behavioral
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Near the end of the starbucks brand story, what was the fundamental contradiction scott bedbury was struggling to resolve?
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between the local and the global
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At the end of the starbucks brand story, what was the debate with Ethiopian farmers all about?
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ingredient brands versus product information
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Professor Murray began the Google brand story by discussing the history of the:
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information age, the desktop computer and the internet, the www
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Who was the key person at stanford that professor murray used as the beginning point for the google brand story?
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rajeev motwani
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An IQ test is a great example of a convergence test, what would be a great example of a divergence test?
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a brick and blanket test
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Why was google so much better than other search engines such as lycos or excite?
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counting the number of links pointing to a website was a way of ranking that site's popularity
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in 1999, what was google's biggest problem?
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page and brin still had no idea how they were going to make money
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All of the following were positive consequences of going to burning man:
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inspired the google doodle
helped signify creativity, helped the brand signify creativity, helped them network |
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How does google make money?
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they generally use advertising, creating a word and phrase market
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What is a term from marketing management that would desiribe google's advertising paradigm?
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narrowcasting
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Which alternative describes a problem w/google's advertising paradigm?
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expensive lawsuits
click fraud |
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why did google worry about going public in 2004?
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1.after firms discover its mammoth profitability, competition from Yahoo and Microsoft would heat up
2. making google appear professional for investors poses a risk |
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Which alternative below is the key take-away of chapter 2: the 10,000-hour rule in outliers?
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once you have enough ability to get through college and find a job, what distinguishes the successful from the unsuccessful is preparation
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Why did Schmidt help google innovators create two classes of stock?
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in order to preserve control of google's creative culture
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Why was baidu out competing google in china w/55.2% market share?
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for identity reasons, baidu was chinese and the people of china were proud of it.
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What was the biggest roadblock facing google regarding the library scanning project?
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intellectual property issues
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What is the purpose of One Laptop Per Child?
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to provide underprivileged children w/access to information important for education
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Why was Gladwell talking about the Canadian hockey leagues in Chapter 1 of Outliers?
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he used this as an example of merton's self-fulfilling prophecy
he wanted to show that success is often determined by social structural reasons |
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Every paradigm consists of:
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theories, aims, and methods
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Why do we use multiple paradigms to study consumer behavior?
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b/c the more paradigms we use, the more complete our understanding
b/c consumer behavior is multifaceted |
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According to the cognitive paradigm, if we want to understand consumer behavior, we must study:
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the way consumers process information
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why did malcolm gladwell discuss the roseto mystery in the intro of outliers?
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he wanted to make the point that the values of the world we inhabit and the people we surround ourselves with have profound effect on who we are
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