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89 Cards in this Set
- Front
- Back
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Define Aesthetic Appeal.
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Taping into a person's affective reactions by going beyond the associations of functionality.
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Define Affective Component.
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Feeling or emotional reactions to an object.
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Define Ambivalent Attitude.
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Having mixed feelings about an attitude object.
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Define Attitude.
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Organizing motivation, emotional, cognitive processes, etc. with respect to part of the environment.
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Define Attribute Framing.
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When only one attribute is the focus of the frame.
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Define Behavioral Component.
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A person's tendency to respond in a certain way to an object/activity.
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Define Benefit Segmentation.
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Separating consumers based on their important attributes.
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Define Cognitive Component.
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A consumer's belief about an object
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What are Comparative Ads?
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Ads that directly compare the features/benefits of 2+ brands.
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Define Elaboration Likelihood Model (ELM).
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How attitudes are formed and changed under conditions of involvement.
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Define Emotional Ads.
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Ads that draw a positive affective response from consumers. Make them emotional.
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Define Fear Appeals.
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Threat of neg consequences if behaviors are not changed.
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Define Goal Framing.
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When message shows positive consequences of doing something, or negative consequences for not doing something.
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Define Humorous Appeals.
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Ads built around humor. Make people pay more attention to the ad and like it more.
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Define Mere Exposure.
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Idea that if you show an ad/brand to a person a lot then they might like it more.
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Define Message Framing.
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Presenting 2 equal outcomes in either positive framing or negative framing.
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Define Multi-attribute Attitude Model.
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Says:
A favorable overall attitude is due to all parts of an attitude being consistent. |
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Define One-Sided Messages.
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Msgs where the benefits of a product are shown without talking about any negative aspects or advantages of the competitor.
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What 2 Dimensions is Source Credibility based on and When Does it Occur?
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1- Trustworthiness
2- Expertise. Occurs when the target market views the brand credible. |
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Define Spokescharacters.
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Animated people, animals, products, etc.
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Define Sponsorship.
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A company providing financial support for an event.
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Define Testimonial Ad.
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When a person recounts his or her successful use of the product.
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Define Two Sided Message.
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Messages that give good and bad points of a product.
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Define Utilitarian Appeals.
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Telling the consumer the functional benefits that are important to the target market.
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Define Value-Expressive Appeals.
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Attempting to build a personality for the product. Creating a image of the product user.
Intangible product benefits. |
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Define Actual Self-Concept.
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A person's perception of who they are.
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Define Extended Self.
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A person + their possessions.
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What is a Geo-Demographic Analysis based on?
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The idea that demographic factors drive lifestyle and consumption.
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Define Ideal Self-Concept.
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A person's perception of who they want to be.
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Define Independent Self-Concept.
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Emphasizes personal goals, characteristics, achievements and desires.
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Define Interdependent Self-Concept.
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Emphasizes family, cultural, professional and social relationships.
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Define Lifestyle.
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How a person lives.
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Define Mere Ownership Effect.
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The tendency of the owner of a product to evaluate it more favorably than a non-owner.
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Define Peak Experience.
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An experience that exceeds the intensity, meaningfulness and richness----gives a sense joy and self--fulfillment.
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Define Private Self-Concept.
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How I am or would like to be to myself.
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Define PRIZM.
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A set of 62 lifestyle clusters organized into 12 social groups.
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Define Psychographics.
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An attempt to develop quantitative measures of lifestyles.
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Define Self-Concept.
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An individual's thoughts and feelings having reference to him or herself as an object
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Define Social Self-Concept.
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How am I seen by others or how I would like to be seen by others.
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Define VALS.
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A classification of USA adults into 8 consumer segments.
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Define Antecedent States.
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Features of a person that are not lasting characteristics.
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Define Atmospherics.
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Manipulating physical retail environments to create specific mood responses in shoppers.
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Define Communications Situation.
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A situation where consumers receive information.
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Define Disposition Situation.
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Consumers of disposing products/packages before or after use.
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Define Embarrassment.
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A negative emotion made by the product and the situation.
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Define Moods.
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Feelings that are not tied to an event or object.
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Define Physical Surroundings.
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Sounds, decor, lighting, etc. surrounding the stimulus object.
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Define Purchase Situation.
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A situation where consumers make their product selection.
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Define Ritual Situation.
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Socially defined occasion that triggers behaviors that occur and have a symbolic meaning.
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Define Servicescape.
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Refers to atmosphere when describing a service business like a hospital bank or restaurant.
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Define Situational Influence.
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Factors unique to a time and place.
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Define Social Surroundings.
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Other people present during a consumption process.
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Define Store Atmosphere.
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All then physical features of a retail environment.
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Define Task Definition.
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The reason for the consumption activity happening.
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Define Temporal Perspective.
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Effect of time on consumer behavior.
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Define Usage Situations.
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Situation:
Consumer picks a product based on it's appropriateness of a certain use. |
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Define Active Problem.
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Problem that the person is aware of.
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Define Actual State.
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The way a person perceives his/her feelings and situation at the present time.
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Define Desired State.
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The way a person wants to feel or be at the present time.
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Name the 3 Steps of Extended Decision Making.
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1- Internal and external info search
2- Evaluation of alternatives 3- Postpurchase evaluation. |
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Define Generic Problem Recognition.
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A discrepancy that different brands in a product category can reduce.
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Define Inactive Problem.
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A problem that the consumer is not aware of.
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List the 4 parts of Limited Decision Making.
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1- Limited internal and external info search
2- Few alternative 3- Decision rules on attributes (few) 4- Little post purchase eval |
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When does Nominal Decision Making happen?
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Happens when there is very low involvement with the purchase.
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Define Problem Recognition.
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Difference between desired state and actual state. Activates decision process.
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When does Purchase Involvement happen?
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Need to consider a purchase triggers concern of the purchase.
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Define Selective Problem Recognition.
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A problem that only one brand can solve.
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Name the 4 Measures of External Information Search.
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1- # of stores visited
2- # of alternatives considered 3- # of personal sources used 4- Overall or combination of measures |
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Name the 3 Classifications of Consumers Based on Terms of Their External Information Search.
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1- Nonsearchers
-- little or no search 2- Limited information searchers -- low to moderate search 3- Extended information searchers -- high search |
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Name the 4 Basic Types of Factors that Influence the Expected Benefits and Perceived Costs of Search.
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1- Market characteristics
2- Product characteristics 3- Consumer characteristics 4- Situation characteristics |
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What are some examples of Market Characteristics?
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-Number of alternatives
-Price range -Store concentration -Information availability |
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What are some examples of Product Characteristics
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-Price
-Differentiation -Positive characteristics |
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What are some examples of Consumer Characteristics?
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-Learning and experience
-Social status -Age and HLC -Perceived risk |
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What are some examples of Situation Characteristics?
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-Time availability
-Social surroundings -Physical and mental energy |
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Define Perceived Risk.
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Associated with bad product performance. Increases information search prior to purchase.
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Periceived Risk is high for products whose failure to perform as expected would result in high..
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-Social cost
-Financial cost -Time cost -Effort cost -Physical cost |
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What is an example of a Social Cost.
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Buying a new suit that is not appreciated by one's peers.
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What is an example of a Financial Cost?
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An expensive vacation where it rained the whole time.
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What is an example of a Time Cost?
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Needing a car repair but you have to leave your car at the shop for awhile.
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What is an example of a Effort Cost?
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A fancy computer whose hard drive crashes.
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What is an example of Physical Cost?
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New medicine that has a harmful side effect.
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Name the 6 Marketing Strategies that are based on Information Search Patterns.
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1- Maintenance strategy
2- Disrupt strategy 3- Capture strategy 4- Intercept strategy 5- Preference strategy 6- Acceptance strategy |
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Explain the Maintenance Strategy.
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When a consumer buys a brand a lot the marketer tried to maintain that.
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Explain the Disrupt Strategy.
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Brand not in evoked set and marketers try to disrupt the existing decision pattern.
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Define Evoked Set
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Brand/Products that a person will evaluate for the solution of a consumer problem.
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Explain the Capture Strategy.
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Decision involving a few brands that are evaluated by price and availability.
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Explain the Intercept Strategy.
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Brand not part of evoked set. Try to intercept the consumer during the search for information.
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Explain the Preference Strategy.
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Extended decision making with the brand in the evoked set requires a preference strategy.
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Explain the Acceptance Strategy.
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Target market is not seeking information about the brand.
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