Marketing Final 5

Front 1

Psychological

Back 1

- Helps marketers understand why and how consumers behave as they do

Front 2

Motivation

Back 2

- Motivation – the energizing force that stimulates behavior to satisfy a need
o Maslow’s Need Hierarchy

Front 3

Personality

Back 3

a person’s consistent behaviors or responses to recurring situations
o Assertiveness, extroversion, compliance, dominance, aggressiveness

Front 4

Self concept

Back 4

how we view ourselves and how we believe that others view us

Front 5

Actual and idea

Back 5

reflected in the products and brands that consumers purchase.

Front 6

Perception

Back 6

- The process by which an individual selects, organizes, and interprets information to support a meaningful view of the world - 3 types

Front 7

- Selective perception –

Back 7

filters info based on what we consider important, our worldview
o Selective exposure
o Selective comprehension
o Selective retention

Front 8

- Perceived Risk

Back 8

- Perceived Risk – possible negative consequence of purchase? More perceived risk – more research.
o Marketers reduce risk
o DEFINITION: Anxieties felt because we do not know the results of our purchases
 We fear negative consequences
• cost too much
• physical harm
• product does not perform
• what will people say?

Front 9

Ways of Overcoming Perceived Risk:

Back 9

Overcoming Perceived Risk:
- Obtain seals of approval – good housekeeping
- Endorsements
- Free trials
- Instructions on use
- Warranties and guarantees

Front 10

- Learning

Back 10

o 1. Repeated experience
o 2. Reasoning

Front 11

- Behavioral Learning –

Back 11

developing automatic responses to a type of situation built up through repeated exposure to it
o Drive
o Cue
o Response
o reinforcement
o negative reinforcement

Front 12

Brand loyalty

Back 12

- favorable attitude toward and consistent purchase of a single brand over time
- Results from positive reinforcement

Front 13

Attitude

Back 13

- Learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way

Front 14

Attitude change:

Back 14

o change beliefs about attributes
o change perception of importance of attributes
o add new attributes

Front 15

Lifestyle

Back 15

- A way of living that is identified by how people:
o spend their time
o consider what is important
o think of themselves / world (opinions)

Front 16

Psychographics

Back 16

Psychographics – analysis of consumer lifestyles

Front 17

VALS

Back 17

Values And Lifestyle