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Consumer behavior test 1 (ch.8-11)

Terms in this set (99)

perceptual defenses
individuals are not passive recipients of marketing messages
exposure
occurs when a stimulus is placed within a person's relevant environment and comes within range of his sensory receptor nerves
zipping/zapping
when someone fast forwards through a commercial/ when someone switches channels to avoid commercials
muting
turning the sound off during commercial breaks
ad avoidance
zipping, zapping, muting, selectively avoiding ads`
product placement
brands placed within entertainment media in exchange for payment or promotional or other consideration
permission-based marketing
the voluntary and self selected nature of such online offerings, where consumers opt in to receive email based promotions
attention
occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing
intensity; intrusiveness
loudness, brightness, length of an ad; the degree to which one is forced to see or interact w a banner ad or pop-up in order to see the desired content
position
refers to the placement of an object in physical space or time
isolation
separating a stimulus object from other objects
format
the manner in which the message is presented
adaptation level theory
suggests that if a stimulus doesn't change, over time we adapt to habituate to it and begin to notice it less
smart banners
banner ads that are activated based on terms used in search engines
motivation
a drive state created by consumer interests and needs; the energizing force that activates behavior tendencies that individuals display across a variety of situations
ability
refers to the capacity of individuals to attend to and process info
situational factors
include stimuli in the environment other that focal stimulus and temporary characteristics of the individual that are induced by the environment
program involvement
refers to how interested viewers are in the program or editorial content surrounding the ads
subliminal stimulus
a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing
cognitive interpretation
a process whereby stimuli are placed into existing categories of meaning
learning
is any change in the content or organization of long term memory or behavior
short term memory
working memory; is that portion of total memory that is currently activation or in use
maintenance rehearsal
the continual repetition of a piece of info
elaborative activities
the use of previously store experiences, values, attitudes, beliefs, and feelings to interpret and evaluate info in working memory as well as to add relevant previously stored info
semantic memory
the basic knowledge and feelings an individual has about a concept
episodic memory
the memory of a sequence of events in which a person participated
flashbulb memory
acute memory from the circumstances surrounding a surprising and novel event
evoked set
specific problem or situation such as thirst
script
memory of how an action sequence should occur
implicit memory
the non conscious retrieval of previously encountered stimuli
classical conditioning
attempts to create an association between a stimuli/brand and some response/behavior
operant conditioning
attempts to create an association between a response and some outcome that serves to reinforce the response
cognitive learning
encompasses all the mental activities of humans as they work to solve problems or cope w situations
analytical reasoning
individuals engage in creative thinking to restructure and recombine existing info as well as new info to form new associations and concepts
analogical reasoning
an inference process that allows consumers to use an existing knowledge base to understand a new situation or object
stimulus discrimination
process of learning to respond differently to similar but distance stimuli
stimulus generalization
occurs when a response to one stimulus is elicited by a similar but distinct stimulus
positive reinforcement
a pleasant or desired consequence
a negative reinforcement
ex: vick's ads promise to relieve sinus pain and pressure
pulsing
produces widespread knowledge of the product rapidly, usually during new-product introduction
dual coding
storing the same info in different ways; consumer sees two ads for the same brand
brand equity
the ability to benefit from a brand image; the value consumers assign to a brand above and beyond the fictional characteristics of the product
product positioning
try to achieve a defined brand image relative to competition within a market segment
product repositioning
a deliberate decision to significantly alter the way the market views a product
brand leverage
marketers capitalizing on brand equity by using an existing brand name for new products
emotions
strong relatively uncontrollable feelings that affect our behavior; the identifiable, specific feeling, and affect to refer to the liking-disliking aspect of the specific feeling
maslow's hierarchy of needs
similar set of motives, some motives are critical, basic motives must be satisfied to a minimum level, advanced motives are satisfied after
cognitive motives
person's need for being adaptively oriented toward the environment and achieving a sense of meaning
affective motives
the need to reach satisfying feeling states and to obtain personal goals
preservation oriented motives
emphasize the individual as striving to maintain equilibrium
growth motives
emphasize development of an individual
demand
the willingness to buy a particular product or service
manifest motives
motives that are know and freely admitted; "i buy J.Crew because it's in style"
latent motives
motives unknown to the consumers, or were that that he was reluctant to admit them ; "i buy J.Crew so people will know i have money"
involvement
a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting
approach-approach conflict
a consumer who must choose between two attractive alternatives; resolved by a timely ad or a price modification
approach-avoidance conflict
a consumer facing a purchase choice with both positive and negative outcomes; tanning (look vs. health)
avoidance-avoidance conflict
a choice involving only undesirable outcomes
promotion focuses motives
revolve around a desire for growth and development and are related to consumers hopes and aspirations
prevention focused motives
revolve around a desire for safety and security and are related to consumers' sense of duties and obligations
regulatory focus theory
suggests that when consumers will react differently depending on which broad set of motives is most important
personality
an individual's characteristic response tendencies across similar situations
multitrait personality theory
several traits, when combined, capture a substantial portion of the personality of the individual
single trait theories
emphasize one personality trait as being particularly relevant to understanding a particular set of behaviors
consumer ethnocentrism
reflects an individual difference in consumers propensity to be biased against the purchase of foreign products
need for cognition (NFC)
reflects an individual difference in consumers' propensity to engage in and enjoy thinking; engage and enjoy thinking, less swayed by others
brand personality
a set of human characteristics that become associated w a brand
gratitude
the emotional appreciation of customers for benefits received by products
coping
involves consumer thoughts and behaviors in reaction to a stress inducing situation designed to reduce stress and achieve more desired positive emotions
consumer emotional intelligence
a person's ability to skillfully use emotional info to achieve a desirable consumer outcome
attitude
an enduring organization of motivational, emotional, perceptual, and cognitive processes w respect to some aspect of our environment; the way one thinks, feels, and acts toward some aspect of his environment; a learned predisposition to respond in a consistently favorable/unfavorable manner w respect to a given object
cognitive component
a consumer's beliefs about an object
multiattribute attitude model
compositive attributes, something positive may out weigh negative thoughts about a given object
affective component
feelings or emotional reaction to an object
behavioral component
one's tendency to respond in a certain manner toward an object or activity
ambivalent attitude
holding a mixed beliefs/feelings about an attitude object
mere exposure
presenting a brand to an individual on a large number of occasions might make the individual's attitude toward to brand more positive
elaboration likelihood model (ELM)
a theory about how attitudes are formed and changed under varying conditions of involvement
source credibility
consists of trustworthiness and expertise; a source that has no ulterior motive to provide anything other than complete and accurate info
testimonial ad
a person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea
third-party endorsements
by organizations that are widely viewed as trustworthy and expert by consumers and are actively sought by marketers
sponsorship
a company providing financial support for an event (such as the Olympics or a concert)
spokescharacters
rather than using celebrities, firms are creating animated characters, people, products, or objects for brand image (tony the tiger)
fear appeals
the threat of negative consequences if attitudes or behaviors are not altered (internet segura)
humorous appeals
ads built around human appear to increase attention to and liking of the ad (snicker's you're not you when you're hungry)
comparative ads
directly compare the features or benefits of two or more brands (pistachios vs. potato chips)
emotional ads
designed primarily to elicit a positive affective response rather than to provide info or arguments (human society)
value-expressive appeals
attempt to build a personality for the product or create an image of the product user (sally hansen have it all)
utilitarian appeals
involve informing the consumer of one or more functional benefits that are important to the target market (ballistic wallet)
one-sided messages
marketers only present the benefits of their product without mentioning any negative characteristics
two-sided message
presents both good and bad points, most marketers are reluctant to try this approach
message framing
presenting one of two equal value outcomes either in positive or gain terms or in negative or loss terms
attribute framing
only a single attribute is the focus of the frame
goal framing
the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act
benefit segmentation
segmenting consumers on the basis of their most important attribute
noncomparative rating scale
requires the consumer to evaluate an object or an attribute of the object without directly comparing it to another object
comparative rating scale
provide a direct comparison point (usually of a competitor)
semantic differential scale
requires the consumer to rate an item on the number of scales bounded at each end by one of two biota adjectives
likert scale
asks consumers to indicate a degree of agreement of disagreement with each of a series of statements related to the attitude object
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