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75 Cards in this Set

  • Front
  • Back
definition of motivation
reason for behavior
definition of motive
unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response
maslow's hierarchy of needs
physiological, safety, social/belongingness, esteem, self-actualization
basic premise of macrotheory
dissatisfaction with status quo motivates behavior
mcguire's psychological motives
detailed set of motives to account for specific aspects of CB
need for consistency
all facets of oneself consistent with each other
need to categorize
classify information, experiences, and things in meaningful, mangeable way
need for ego-defense
protect one's ego
need for autonomy
independence and individuality
need for atribution
determine who/what causes things that happen
need for stimulation
need for variety and difference
need for expression
express one's identity to others
need for affiliation
develop helpful and satisfying relationships with others
need for modeling
base self behavior on others' behavior
manifest motives to affect purchase of product by particular target market
known and admitted
latent motives to affect purchase of product by particular target market
unknown or unwilling to admit
approach-approach motivational conflict
choice between 2 attractive alternatives
approach-avoidance motivational conflict
both positive and negative consequences in particular behavior
avoidance-avoidance motivational conflict
choice between 2 negative alternatives
projective techniques
methods that present consumer with ambiguous, unstructured object, activity, or person to which consumer responds in some way
association techniques
word association
completion techniques
sentence completion, story completion
construction techniques
cartoon, third-person, picture response
definition of personality
person's unique psychological structure resulting in consistent patterns of response
freudian theory of personality
unconscious needs or drives
neo-freudian theory of personality
social relationships fundamental to formatting and development of personality
trait theory of personality
quantitative, personality as set of psychological traits
warehouse of primitive or instinctual needs, seek immediate satisfaction
internal expression of society's moral and ethical codes of conduct
conscious control, balances demand of id and superego
definition of trait
psychological characteristic in which 1 person differs from another in a relatively permanent and consistent way
definition of brand personality
consumers tend to assign characteristics to brands, various descriptive "personality-like" traits
definition of brand relationship
search for brands that have personalities similar to their own or represent ideal personalities
definition of self-concept
totality of individual's thoughts and feelings having reference to himself as an object
actual self-concept
actually see myself
ideal self-concept
would like to see myself
social self-concept
feel others see me
ideal social self-concept
would like others to see me
definition of attitude
learned predisposition to respond in a consistently favorable or unfavorable manner
utilitarian function of attitude
guide consumers in achieving desired behaviors
ego-defensive function of attitude
protect from injury to self-identities
value-expressive function of attitude
express a consumer's self-image, social identity, and value system
knowledge function of attitude
provide order, status, or meaning
definition of brand equity
value inherent in a well-known brand name
cognitive, tri-component model
knowledge, beliefs, could be false
affective, tri-component model
emotions or feelings, developed without beliefs or with evaluations from previous usage
conative, tri-component model
likelihood or tendency to act
definition of component consistency
a change in one component tends to produce related changes in others
multiattribute attitude model (fishbein)
examines attitudes by focusing on specific product attributes
attitude-toward-object model
measuring attitudes toward a product or brand, evaluation attached to attribute i
attitude-toward-behavior model
attitude toward behaving or acting with respect to an object, action i will lead to a specific outcome
theory-of-reasoned action model
intention to act as best predictor of behavior
attitude change strategies
change the key attitude function, associate the brand with a special cause, resolve 2 conflicting attitudes, change the tri-components
social judgment theory
initial attitude=frame of reference
self-perception theory
people use observations of own behavior to infer attitudes toward some object
foot-in-the-door technique
form attitudes consistent with prior behavior, comply with a larger request if they've first agreed to comply with smaller request
door-in-the-face technique
individuals first asked to do something extreme (refuse), then asked to do something smaller
elaboration likelihood model (ELM)
attitude changes occur via 2 routes: central and peripheral
central route (ELM)
high involvement, message arguments influence attitudes
peripheral route (ELM)
low involvement, peripheral cues influence attitudes
definition of communication
transmission of message from sender to receiver via a medium
definition of permission marketing
marketing centered around obtaining consumer consent to receive information from a marketer
definition of target audience
subgroup of larger market chosen as the focal point for communication
definition of source credibility
source's perceived expertise and trustworthiness
definition of source attractiveness
perceived social value of source
sleeper effect
high credibility sources tend to be more effective persuaders than low credibility sources
definition of media class
broad category of media (ex. tv, radio, etc.)
definition of media vehicle
particular option for placement within a media class (ex. Time magazine)
definition of message
what is said and/or shown
definition of copy
verbal, written part of a message
definition of art
any graphics, photo, film, or video that offers visual info
one-sided message
only tell good things about product
two-sided message
tell good and bad things about product
comparative advertising
claims superiority over one or more brands
definition of advertising resonance
wordplay, used to create a double meaning, used in combination with a relevant picture