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Chapter 4 Advertising Dual Enrollment
Terms in this set (41)
the process and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires
the first stage in the consumer decision-making process in which the consumer perceives a need and becomes motivated to satisfy it
A felt need shaped by a person's knowledge, culture, and personality.
something that compels or drives a consumer to a particular action
hierarchy of needs
Abraham Maslow's theory that human needs are aranged in a need or hierarchy based on their importance. The need hierarchy includes physiological, safety, social/love and belonging, esteem , and self-actualization
an approach to the study of human motivations and behaviors pioneered by Sigmund Freud.
qualitative research designed to probe the consumer's subconscious and discover deeply rooted motives for purchasing a product
the process by which a consumer acquires information by accessing past experiences or knowledge stored in memory.
the process whereby consumers seek and acquire information from external sources such as advertising, other people, or public sources
the proces by which an individual receives, selects, organizes, and interprets information to create a meaningul picture of the world
the immediate and direct response of the senses (taste, smell, sight, touch, and hearing) to a stimulus such as an advertisement , package, brand name, or point-of-purchase display
The perceptual process involving the filtering or screening of exposure, attention, comprehension, and retention.
A process whereby consumers choose whether or not to make themselves available to media and message information.
a perceptual process in which consumers choose to attend to some stimuli and not others
The perceptual process whereby consumers interpret information based on their own attitudes, beliefs, motives, and experiences.
The perceptual process whereby consumers remember some information but not all.
basic cues such as symbols, rhymes, and associations that facilitate the learning and memory process
the ability of an individual to perceive a stimulus below the level of conscious awareness
Dimensions or attributes of a product that are used to compare different alternatives
Outcomes of product or service usage that are tangible and can be directly experienced by a consumer.
purchase decision consequences that are intangible, subjective, and personal
multiattribute attitude model
A model of attitudes that views an individual's evaluation of an object as being a function of the beliefs that he or she has toward the object on various attributes and the importance of these attributes.
beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude
The way information such as product knowledge, meanings, and beliefs is combined to evaluate two or more alternatives.
simplified or basic decision rules that can be used by a consumer to make a purchase choice, such as buy the cheapest bread
affect referral decision rule
A type of decision rule where selections are made on the basis of an overall impression or affective summary evaluation of the various alternatives under consideration.
The predisposition to buy a certain brand or product.
preference by a consumer for a particular brand that results in continual purchase of it
a state of psychological tension or post-purchase doubt that a consumer may experience after making a purchase decision. This tension often leads to try to reduce it by seeking supportive information
a learning process whereby a conditioned stiumuls that elicists a response is paired with a neutral stimulus that does not elicit any particular response. Through repeated exposure the neutral stimulus comes to elicit the same response as the conditioned stimulus
in classical conditioning, a stimulis that becomes associated with an unconditioned stimulus and capable of evoking the same response or reaction as an unconditioned stimulus
in classical conditioning, a response that occurs as a result of exposure to a conditional stimulus
a learning that views the probability of a behavior as being dependent on the outcomes or consequences associated with it
the rewards or favorable consequences associated with a particular response
schedules of reinforcment
schedules by which a behavioral response is rewarded
the reinforcement of successive acts that lead to a desired behavior pattern or response
the complexity of learned meanings, values, norms, and customs shared by members of a society
Smaller groups within a culture that possess similar beliefs, values, norms, and patterns of behavior that differentiate them from the larger cultural mainstream.
relatively homogeneous divisions of society into which people are grouped based on similar lifestyles, values, norms, interests, and behaviors
a group whose perspectives, values or behavior is used by an individual as the basis for his or her judgements, opinions, and actions
influences originating from the specific situation in which consumers are to use the product or brand
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