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mkt 3350 txst exam 2 (ch.8-12)
Terms in this set (99)
series of activities by which stimuli are perceived, transformed into information, and stored
occurs when a stimulus such as a banner ad comes within range of a person's sensory receptor nerves
the assignment of meaning to sensations received from a stimulus
occurs when the stimulus (banner ad) is "seen" (the receptor nerves pass the sensations on to the brain for processing
process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation
short-term use of the meaning for immediate decision making or the longer-term retention of the meaning
separating a stimulus object from other objects
if a stimulus doesn't change, over time consumers adapt or habituate to it and begin to notice it less
loudness, brightness, length or repetition
the placement of an object in physical space or time
the manner in which the message is presented; in general, simple, straightforward presentations receive more attention than complex presentations.
represents the number of cues (separate pieces of information) in the stimulus field
selectively avoiding exposure to advertising messages by zipping, zapping, and muting
the density of stimuli in the environment
consumers "opt in" to receive e-mail-based promotions
how interested viewers are in the program or editorial content surrounding the ads (as opposed to involvement with the ad or brand)
occurs when consumers are confronted with so much information that they cannot or will not attend to all of it
the capacity of individuals to attend to and process information
a drive state created by consumer interests and needs
process whereby stimuli are placed into existing categories of meaning
the emotional or feeling response triggered by a stimulus such as an ad
characteristics of the situation that play a role in consumer interpretation independent of the actual stimulus
refers to the fact that stimuli positioned close together are perceived as belonging to the same category
the minimum amount that one brand can differ from another (or from its previous version) with the difference still being noticed
just noticeable difference
banner ads that are activated based on terms used in search engines
placing products into movies and television shows
an existing brand enters a new product category using the same name
an alliance in which two brands are put together on a single product
________ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.
What is attention?
Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
Which of the following is NOT a stage in the perception process?
useful technique for measuring and developing a product's position by mapping consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes
brand image relative to competition within a market segment
deliberate decision to significantly alter the way the market views a product
earning situation in which the consumer has little or no motivation to process or learn the material
presenting two stimuli in close proximity so that eventually the two are perceived (consciously or unconsciously) to be related or associated
learning situation in which the consumer is motivated to process or learn the material
high involvement learning
all the mental activities of humans as they work to solve problems or cope with situations. It involves learning ideas, concepts, attitudes, and facts that contribute to our ability to reason, solve problems, and learn relationships without direct experience or reinforcement
total accumulation of prior learning experiences
any change in the content or organization of long-term memory or behavior and results from information processing
Susie is memorizing the key terms for her exam.
Pace is extending its name beyond salsas into related products such as refried beans, taco sauces, and bean dip.
brand leverage/family branding
Sunkist Growers offers a fruit jelly candy called Sunkist Fruit Gems that comes in various fruit flavors and is marketed as a "healthful, natural" snack for adults and children.
Johnny is studying for his exam by looking back over the textbook, his notes, and the PowerPoint slides. He thinks he will do well because he has combined this new information into his existing knowledge from prior experiences.
Hyundai is attempting to move from a low-price image to one that is "refined and elegant".
George saw an ad for a pizza that looked great but can't remember the brand name off the top of his head. When he gets to the store, he immediately recognizes the bright packaging from the ad, so he buys that brand.
Steve loves the music playing on the beer ad, so he tries that brand next time he goes to the store
Ketoprofin is a headache remedy
The teenager buys Axe body wash after seeing the commercial where the nerdy guy gets all the girls after using the product.
After trying the new restaurant in town and finding its food to be terrible, she won't go back.
operant conditioning w/ punishment
Rhonda signed up for a new phone service and received a free phone.
operant conditioning w/ reinforcement
Juanita is comparing all the information she has acquired, along with advice from friends and her prior experiences, in order to buy a new car.
The introduction of _______ to the market is an example of stimulus generalization.
A situation in which the consumer is motivated to process or learn the material is
high involvement learning
A. is also known as working memory
B. is short-lived
C. has limited capacity
D. is the part of memory currently in use
Define cognitive learning:
encompasses all the mental activities of humans as they work to solve problems or cope with situations.
One's tendency to respond in a certain manner toward an object or activity
Consists of trustworthiness and expertise
An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
A theory about how attitudes are formed and changed under varying conditions of involvement
elaboration likelihood model
Can be animated animals, people, products, or other objects
he more positive beliefs associated with a brand, the more positive each belief is, and the easier it is for the individual to recall the beliefs, the more favorable the overall cognitive component is presumed to be
multiattribute attitude model
A consumer's beliefs about an object
A company providing financial support for an event
Presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive
Feelings or emotional reactions to an object
I chose Tide because it's a brand I am familiar with.
SunPower solar panels cost more because they provide more power over a longer period of time
Aflac duck ads
Ad for ADT showing how someone can endanger those in a residence without a burglar alarm.
Ad showing how Listerine kills more germs than scope
attitude toward the ad
add beliefs (new attributes)
change ideal point
is one's tendency to respond in a certain manner toward an object or activity.
behavioral component of attitude
Attitudes have three components that represent how a consumer thinks, feels, and acts toward an attitude object. Which term refers to the thinking component?
Source credibility consists of
trustworthiness and expertise
How I actually see myself
How I would like to see myself
How I would like others to see me
How others actually see me
also called the endowment effect, the tendency of an owner to evaluate an object more favorably than a nonowner
mere ownership effect
quantitative measures of lifestyle
the extent to which an individual includes important brands as part of his or her self-concept
consumers prefer brands that match their self-concepts
how a person lives; how a person enacts her or his self-concept, determined by past experiences, innate characteristics, and current situation
most popular application of psychographic research and based on enduring psychological characteristics that correlate with purchase patterns
geo-demographic classification system that merges Census data with product consumption and media usage patterns
the totality of an individual's thoughts and feelings having reference to himself or herself as an object; attitude toward oneself
consists of the self plus possessions; that is, people tend to define themselves in part by their possessions
They are successful, sophisticated, take-charge people with high self-esteem. They are change leaders and are the most receptive to new ideas and technologies. Their purchases reflect cultivated tastes for upscale, niche products and services.
These action-oriented consumers strive to express their individuality through their choices. They purchase experiences.
These consumers lead narrowly focused lives. Because they have the fewest resources, they do not exhibit a primary motivation and often feel powerless. They are primarily concerned about safety and security, so they tend to be brand loyal and buy discounted merchandise.
these consumers appreciate the unconventional. They are active and impulsive, seeking stimulation from the new, offbeat, and risky. They spend a comparatively high proportion of their income on fashion, socializing, and entertainment.
These consumers strive for a clear social position and are strongly influenced by the actions, approval, and opinions of others. They purchase status symbols.
These consumers are guided in their choices by their beliefs and principles rather than by feelings or desire for social approval. They purchase functionality and reliability
Which of the following statements about VALS is TRUE?
Consumers who are driven by achievement motivation strive for a clear social position and are strongly influenced by the actions, approval, and opinions of others.
Which of the VALS segments has high resources?
Which is NOT part of the self-concept?
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