Consumer Behavior > Test 2 > Flashcards

Test 2 Flashcards

(52 cards)

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1
Q

Attention

A

when stimulus activates one or more sensory receptors and the resulting sensation goes to the brain for processing

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2
Q

3 factors of Attention

A
  1. Stimulus Factors: physical characteristics
  2. Individual Factors: characteristics that distinguish one person from another
  3. Situational Factors: Include stimuli in the environment other than the focal stimulus
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3
Q

Interpretation

A

assignment of meaning to sensations

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4
Q

3 Factors of interpretation

A
  1. relative process rather than absolute referred to as perceptual relativity
  2. Tends to be subjective and open to psychological bias
  3. Can be cognitive or affective process
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5
Q

Exposure

A

how often and where your audience sees a brand

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6
Q

Memory

A

total accumulation of prior learning experiences

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7
Q

Short Term Memory

A

working memory
portion of total memory that is currently activated or in use

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8
Q

Long Term Memory

A

devoted to permanent information storage

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9
Q

Semantic LTM

A

basic knowledge and feelings an individual has of a concept

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10
Q

Episodic LTM

A

memory of a sequence if events in which a person participated

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11
Q

Strength of learning

A
  1. Importance: aligning needs or goals
  2. Message Involvement: increases message retention
  3. Mood: positive emotional tone improves recall and attitude
  4. Reinforcement: rewards strengthen brand loyalty
  5. Repetition: frequent ad exposure builds familiarity
  6. Dual Coding: medicine example; using visuals and text together
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12
Q

Product positioning

A

decision by marketer to try to achieve a defined brand image relative to competition within a market segment
HP has most reliable printer vs HP printers are very reliable

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13
Q

Perceptual Mapping

A

offers marketing managers a useful technique for measuring and developing a products positioning
chocolate map example

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14
Q

Brand Equity

A

value consumers assign to brand above and beyond the functional characteristics of the product

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15
Q

Brand leverage

A

brand extensions, or umbrella branding refers to marketers capitalizing on brand equity by using an existing brand name for new products

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16
Q

Basic Needs

A

Physiological Needs: food water, warmth rest

Safety Needs: security, safety

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17
Q

Psychological needs

A

Belongingness and love needs: intimate relationships, friends

Esteem Needs: prestige and feeling accomplishment

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18
Q

Self-fulfillment needs

A

achieving one’s full potential including creative activities

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19
Q

Manifest Motive

A

a consumer openly recognizes this and is willing to share like buying a car for good gas milage

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20
Q

Latent Motive

A

hidden subconscious motives that influence behavior but aren’t openly admitted like buying a car to impress others

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21
Q

Extroversion

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A

prefers large group
talkative when with others
bold

22
Q

Instability

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A

moody
temperamental
touchy

23
Q

Agreeableness

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A

sympathetic
kind to others
polite with others

24
Q

Openness to experience

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A

imaginative
appreciative of art
finds novel solutions

25
Conscientiousness
careful precise efficient
26
Brand Image
what people think of and feel when they hear or see a brand name
27
Brand Personality
A set of human characteristics that become associated with a brand and are a type of image that brands acquire
28
Celebrity Endorsers
personify a brand
29
Brand Personality Chart
Sincerity: honest, wholesome Excitement: daring imaginative Competence: reliable, intelligent Sophistication: upper class, charming Ruggedness: outdoorsy, tough
30
Approach-Approach Motivational Conflict
a choice between two two attractive alternatives
31
Approach-Avoidance Motivational Conflict
a choice with both positive and negative consequences
32
Avoidance-Avoidance Motivational Conflict
involving only undesirable outcomes
33
Personality in Marketing
1. Celebrity Endorsements 2. User Imagery 3. Executional Factors
34
Attitude
enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment
35
Affective
emotions or feelings about specific attributes or overall object
36
Cognitive
beliefs about specific attributes or overall object
37
Behavioral
intentions with respect to specific attributes or overall object; response tendencies
38
Appeal Characteristics
Fear Appeals Humorous Comparative Emotional Value-Expressive versus Utilitarian Appeal
39
High Involvement
strong attention conscious thoughts of the product persuasion generally alters product beliefs to influence purchase
40
Low involvement
limited attention low or non conscious information processing persuasion works through conditioning affect or attitude change causes a behavioral and attitude change
41
Source Credibility
persuasion is easier when the target market views the message source as highly credible
42
Celebrity Sources
can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise Target Audience > Image or endorser > Image of product
43
Sponsorship
often work in much the same way as celebrity
44
Message Structure Characteristics
1. One sided vs Two Sided messages: Medication Example Crest vs Medicine explain 2. Positive vs Negative framing: Sunscreen to keep skin healthy vs It will age faster and burn easily 3. Nonverbal components
45
Self Concept (multiple parts)
totality of individuals thoughts and feelings having reference to the individuals self as a object Actual Self Ideal Self Private Self how I actually see myself how I want to see myself Social Self how others actually see me how I want others to see me
46
Independent self concept
individualistic egocentric autonomous self reliant self contained
47
Interdependent Self Concept
obedient sociocentric collection and relation oriented
48
Extended self
self plus possessions; tattoos
49
Peak Experience
surpasses the usual level of intensity meaningfulness and richness and produces feeling of joy house example or having pops items like his helmet
50
Lifestyle
how a person lives and enacts their self concept determined by ones past experiences characteristics and situation
51
VALS system
Values and Lifestyle systematic classification of adults into 8 segments; Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, Survivors Based on enduring psychological characteristics that correlate with purchase patterns
52
PRIZM Geo-Lifestyle Analysis
groups consumers by zip code and demographics to show how neighborhood type type influences lifestyle and buying behavior Country Squires: wealthy older rural Cruisin’ to Retirement: older nearing retirement experiencing a lot of travel and leisure Low-Rise Living: low income urban Middleburg Managers: middle class suburban Urban Modern Mix: diverse city residents Young and Rustic: young adults in rural areas
Consumer Behavior
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