Consumer Behavior Chapters 7-11 Test
involve informing the consumer of one or more functional benefits that are important to the target market
utilitarian appeals
what need is when these theories view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills?
utilitarian need
attempt to build a personality for the product or create an image of the product user
value expressive appeals
what type of reinforcement schedule provides reinforcement for the first response following a variable period of time?
variable interval
consumers observe the outcomes of others behaviors and adjust their own accordingly. similarly they can use imagery to anticipate the outcome of various course of action
vicarious learning or modeling
What is the serial position effect?
when you present individuals with a strong of information, it takes subjects longer to learn the items in the middle of the list than those at the front (a primacy effect) or the end of the list (a recency effect)
involves individuals sharing information with other individuals in a verbal form, including face-to-face, on the phone, and over the internet
word of mouth (WOM)
involves switching channels when a commercial appears
zapping
What encourages individuals to conform
•Factors within the group •Cohesiveness - how close knit the group is. The more cohesiveness, the greater the pressure to conform. •Group size - pressure to conform as the group increases from 2 to 3 to 4. Increasing a group size beyond four does not increase pressure to conform. •Expertise - the perceived expertise of the group for a given product category. •Group's view of product category salience - the higher the degree of salience, the more pressure to conform (salience refers to the relevance and importance of an object or category)
What is Miller's Law?
•The average person can process only about seven "chunks" of information at the same time (plus or minus two). An example is a telephone number, which is normally provided as three digits, three digits, then four digits. •This is due (in part) because there is a bottleneck in short-term memory - can only work a limited number of tasks at the same time. •Think about what happens if several people are telling you what to do, one after the other.
(4) Factors that influence the level of involvement
•The product •The personality of the buyer •The purchase situation •Communication between buyer and seller
What is just noticeable difference?
•the minimum amount of difference in the intensity of a stimulus that can be detected 50% of the time. •JND refers to what is noticeable in order to trigger action, not just what is noticeable. •If you change a price from $1000 to $990, that is "noticeable" but it is unlikely to trigger action
what three things happen in the behavioral component of attitudes?
◦The consumer will not devote time to processing cognitive information. ◦The attitude is so trivial that the consumer won't consider counter arguments (buying pencils and erasers for school supplies) ◦An affective approach simply isn't strong enough to create a change.
Under what conditions might someone in marketing choose the Cognitive/affective/ behavioral component to create a change in attitude?
◦The multiattribute attitude model measures the cognitive component of an attitude; however, attitudes also can have an affective component and a behavioral component to an attitude ◦Affective component: feelings, emotional reactions, moods triggered by a particular object ◦Behavioral component: an individual's tendency to behave/respond in a certain manner towards an object or activity (order same thing in a restaurant each time, always buy the same brand of socks at the same store, etc.)
three important advertising tactics:
1. Celebrity Endorsers 2. User Imagery 3. Executional Factors (how it is communicated
what two categories does McGuire us to divide motivation into four main criteria?
1. is the mode of motivation cognitive or affective? 2. Is the motive focused on preservation of the status quo or on growth?
What is a script?
A set of steps that someone expects to occur when confronted with a certain social situation like when you walk into a fast food restaurant. Consumers come into situations with a certain script in mind, so if you deviate from the script consumers need to see value of that deviation otherwise they won't understand why it is necessary
What is the difference between cognitive interpretation of stimuli and affective interpretation of stimuli? Which comes first?
Affective interpretation is essentially how it makes you feel. Cognitive is what we think about something. We tend to recognize what something is before we understand how it is making us feel, therefore cognitive comes first.
Briefly describe the multi-attribute model.
An attitude towards an object (in our case, an attitude toward a brand or AB) is a function of the cumulative beliefs about an object. So, if we are determining someone's attitude toward Costco's store brand of iced tea, we might have the following attributes: taste, price, convenience, with the brand's performance measured on a seven-point scale anchored by 7=good and 1=bad. We can then measure someone's attitude by summing their 1-7 scores for each of these three attributes.
What is the Asche Phenomenon, and how does it relate to consumer behavior?
An experiment done in the 1960s about peer pressure. Basically took a group of four people and had them look at three lengths of line and then had them compare it to another length of line. Of those which are similar in length. Of 4 people in the experiment, 3 were paid actors who would all incorrectly identify the incorrect length. When those three all agreed it convinced the other to agree even though it is definitely the wrong length, hence the peer pressure. The size of the group affects peer pressure only up to about 4-5 people.
what is the most complex form of cognitive learning?
Analytical reasoning
What is the difference between brand image and brand personality? Give an example of each.
Brand image is the image we associate with a brand like with Nike almost everyone knows that the brand image is the nike swish and the term, Just Do It Brand personality is when you put human characteristics to a brand, like a tesla being intelligent or crafty
An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is ________. Select one: A. the rank-order scale B. the Likert scale C. the semantic differential scale D. perceptual mapping E. none of the above
E. none of the above
Which of the following are the two interrelated components of memory? Select one: A. implied and explicit memory B. conditioned and unconditioned memory C. primary and secondary memory D. operant and classical memory E. short-term and long-term memory
E. short-term and long-term memory
What is the difference between episodic LT memory and semantic LT memory?
Episodic memory is the memory of a sequence of events in which a person participated. Semantic memory is the basic knowledge and feelings an individual has about a concept
What is the difference between a manifest motive and a latent motive? What should someone in marketing do if a potential buyer has a latent motive (not manifest)?
Latent is something somebody has but doesn't realize it like if you have someone who is not getting enough sleep and they realize they are only getting like five hours but they dont realize until its manifested that five hours is not enough overtime when someone brings up the disadvantages to their health
what is the need for independence and individuality is a characteristic of the American culture? All individuals in all cultures have this need at one level.
Need for autonomy
what is the need that motives reflects needs for observable cues or symbols that enable people to infer what they feel and know. impressions, feelings, and attitudes are subtly established by viewing ones own behavior and that of others and drawing inferences as to what one feels and thinks?
Need for objectification
Expectations about appropriate conduct in a given social setting
Norms
Differentiate between operant conditioning, classical conditioning, and vicarious learning? Under which circumstances should someone in CB attempt to trigger each of these types of learning in consumers?
Operant- a better fit for things that tend to be much more cognitive than the the decision process that we do and have higher involvement Classical makes the most sense to do when dealing with low involvement products where consumers don't have to think much of such as soda, candy Vicarious- learning by observing, you watch someone do something and then receive the consequences of that behavior which increases the likelihood of you doing something or not, in between low and high involvement.
What is the difference between situational involvement and enduring involvement? How would someone in marketing respond differently if consumers have enduring involvement for her/his product category?
Situational Involvement is the relevance of a product for a specific situation. It typically occurs over a short period of time and is associated with a specific situation. Enduring involvement means that someone spends time thinking about a product category even when they aren't in the market for that category, with this you need to put the info where you know consumers will look even if they aren't looking for it.
What are the steps of information processing?
The steps of information processing include exposure, attention, interpretation, memory, and purchase and consumption decisions
What factors explain why someone would seek out an opinion leader? Based on those, explain the likelihood of an individual to seek out an opinion leader?
They seek out opinion leaders when their knowledge tends to be lower and when an item is of importance to a group. People are more likely to seek out opinion leaders when the product is of significance like buying a house
What is social comparison theory? Be complete! chapter 7
With social comparison we all seek to accurately evaluate ourselves. One of the ways we do this is by comparing our beliefs, actions, abilities, possessions to those of others. We do this as we seek self-enhancement. •In general, people choose a comparison target similar to themselves •Individuals sometimes distort these comparisons in order to feel better about themselves. To figure out where they stand, consumers use reflected appraisals, how others treat them or comparative appraisals where consumers evaluate their standing compared to an attitude, ability, emotion, or appearance.
refers to the capacity of individuals to attend to and process information
ability
thinking of ways to solve the problem, engaging in restraint to avoid rash behavior, and making the best of the situation
active coping
the three types of coping
active coping expressive support seeking avoidance
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____.
ad avoidance
too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it, an effect called
advertising wear out
tap consumers' affective reactions by going beyond the cognitive associations of functionality
aesthetic appeal
attempts to change _______ generally rely on classical conditioning
affect
Feelings or emotional reactions to an object reflect the _____ component of an attitude.
affective
Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?
affective
holding mixed beli and/or feelings about an attitude object
ambivalent attitude
individuals engage in creative thinking to restructure and recombine existing information as well as new info to form new associations and concepts
analytical reasoning
Conflict that results from having to choose between two attractive alternatives
approach-approach conflict
conflict occurring when a person must choose or not choose a goal that has both positive and negative aspects
approach-avoidance conflict
motives that are either unknown to the consumer or are such that he/she is reluctant to admit them.
are either unknown to the consumer or are such that he/she is reluctant to admit them.latent motives
an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment
attitude
where only a single attribute is the focus of the frame
attribute framing
avoiding the retailer mentally or physically or engaging in complete self denial of the event
avoidance
Conflict that results from having to choose between two distasteful alternatives. a choice involving only undesirable outcomes
avoidance-avoidance conflict
the ___________ component reflects overt actions and statements of behavioral intentions with respect to specific attributes of the object or the overall object
behavioral
One's tendency to respond in a certain manner toward an object or activity
behavioral component of an attitude
a non geographically bound community, based on a structural set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm. can add value to the ownership of the product and build intense loyalty
brand community
the value consumers assign to a brand above and beyond the functional characteristics of the product. for example many people pay a significant premium for Bayer aspirin relative to store brands of aspirin although they are chemically identical
brand equity
where an existing brand extends to a new category with the same name such as Levi Strauss putting Levi on a line of upscale suits
brand extension
an ability factor related to attention
brand familiarity
________ refers to the schematic memory of a brand.
brand image
the schematic memory of a brand
brand image
Often termed family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products
brand leverage
A set of human characteristics that become associated with a brand is referred to as _____.
brand personality
what three things happen in the cognitive component of attitudes?
change currently held beliefs add new beliefs changing the relative importance of certain beliefs
repeated exposure to positive emotions enticing ads may increase ad preference through___________
classical conditioning
the process of using an established relationship between one stimulus (music) and response (pleasant feeling) to bring about learning the same response (pleasant feeling) to a different stimulus (the brand)
classical conditioning
presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved
closure
represents the density of stimuli in the environment
clutter
What are situational factors of attention?
clutter and program involvement
an alliance in which two brands are put together on a single product
co-branding
the _________ approach to learning encompasses the mental activities of humans as they work to solve problems, cope with complex situations, or function effectively in their environment
cognitive
consists of a consumers beliefs about an object
cognitive component
a process whereby stimuli are placed into existing categories of meaning
cognitive interpretation
encompasses 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
cognitive learning
what factors within a group encourages an individual to conform?
cohesiveness group size expertise groups view of category salience
characterized by consciousness of kind, shared rituals and traditions, and a sense of moral responsibility
community
ads that directly compare the features or benefits of two or more brands
comparative ads
Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?
conditioning
a set of procedures that marketers can use to increase the chances than an association between two stimuli is formed or learned
conditioning
the degree of __________ to a group is a function of (1) the visibility of the usage situation, (2) the level if commitment the individual feels to the group, (3) the relevance of the behavior to the functioning of the group, (4) the individuals confidence in his or her own judgement in the area, and (5) the level of necessity reflected by the nature of the product
conformity
a person's ability to skillfully use emotional information to achieve a desirable consumer outcome
consumer emotional intelligence
Reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products
consumer ethnocentrism
what need reflects an individual difference in consumers' propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer good?
consumers need for uniqueness
A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity. Have (1) an identifiable, hierarchical social structure; (2) a set of shared beliefs or values, (3) unique, jargon, rituals, and modes of symbolic expression
consumption subculture
what type of reinforcement schedule is used every time a behavior is performed or reinforced?
continuous
involves consumer thoughts and behaviors in reaction to a stress inducing situation designed to reduce stress and achieve more desired positive emotions
coping
the willingness to buy a particular product or service
demand
groups with negative desirability, can influence behavior just as those with positive desirability do
dissociative reference groups
_____________is a theory about how attitudes are formed and changed under varying conditions of involvement
elaboration likelihood model
theory about how attitudes are formed and changed under varying conditions of involvement
elaboration likelihood model
what kind of rehearsal involves taking new information in your short-term memory and connecting it to things that are already in your long-term memory.
elaborative rehearsal
designed primarily to elicit a positive affective response rather than to provide information or arguments
emotional ads
The strong, relatively uncontrolled feelings that affect behavior are called
emotions
great long term involvement with the product category than the non-opinion leaders in the group
enduring involvement
emotions are often triggered by ______
environmental events
the memory of a sequence of events in which a person participated
episodic memory
individuals interpretations of stimuli tend to be consistent with their expectations
expectations
the concious recollection of an exposure event
explicit memory
occurs when a stimulus is placed within a persons relevant environment and comes within range of his or her sensory receptor nerves
exposure
what are the three stages of perception?
exposure, attention, interpretation
venting emotions and seeking emotional and problem focused assistance from others
expressive support seeking
In conditioned learning, forgetting is often referred to as
extinction
Emotions are accompanied by physiological changes in the body such as (5)
eye pupil dilation increased perspiration more rapid breathing increased heart rate and blood pressure enhanced blood sugar level
what type of reinforcement provides reinforcement for the first response following a fixed period of time?
fixed interval
what type of reinforcement schedule requires the completion of a fixed number of responses before the behavior is reinforced?
fixed ratio
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?
goal framing
where the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act like purchasing a specific brand or having a yearly mammogram
goal framing
emotional appreciation for benefits received
gratitude
a term applied to activities that take place on each side of the brain
hemispheric lateralization
the consumer is motivated to process or learn the material
high involvement learning
what are the five different types of appeals?
humorous comparative emotional value expressive utilitarian
ads built around humor
humorous appeals
Drea provides an example of a purchase scenario - which type of appeal would be best suited for this scenario? (fear, etc.) ch11
humorous- low involvement products like beer, NO FEAR APPEALS
a concept or the association between two or more concepts in the absence of conditioning. For example one may see an ad that states "ketoprofen is a headache remedy" and associate the new concept "ketoprofen" with the existing concept "headache remedy"
iconic rote learning
the nonconcious retrieval of previously encountered stimuli
implicit memory
strength of learning depends on six basic factors:
importance message involvement reinforcement mood repetition dual coding
characteristics that distinguish one individual from another
individual factors
changing cognitions involves what two things?
information processing cognitive learning
occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information
informational influence
an idea, practice, or product perceived to be new by the relevant individual or group
innovation
venturesome risk takers. capable of absorbing the financial and social costs of adopting an unsuccessful product
innovators
the assignment of meaning to sensations. how we comprehend and make sense of incoming information based on characteristics of the stimulus
interpretation
a motivational state caused by consumer perceptions that product, brand, or advertisement is relevant or interesting
involvement
What is personality? Be sure to define this term in such a way that it does not overlap with other terms. How is personality different from motivation?
is an individual's characteristic response tendencies across similar situations. While motivations are the energizing and directing force that makes consumer behavior purposeful and goal directed, the personality of the consumer guides and directs the behavior chosen to accomplish goals in different situations.
Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives.
latent
Any change in the content or organization of long-term memory or behavior is known as _____.
learning
the meanings attached to such natural things as time, space, relationships, and colors are learned and vary widely across cultures
learning and knowledge
information is stored in_________ in associative networks or schemas
long term memory
the portion of total memory devoted to permanent information storage
long term memory
the consumer has little to no motivation to process or learn the material
low involvement learning
the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to LTM
maintenance rehearsal
Motives that are known and freely admitted are called _____.
manifest motives
motives that are known and freely admitted
manifest motives
what type of interference occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way?
memory interference
simply presenting a brand to an individual on a large number of occasions might make the individuals attitude toward the brand more positive
mere exposure
refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing).
message framing
________ is the reason for behavior
motivation
a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response
motive
what need is when affiliation refers to the need to develop mutually helpful and satisfying relationships with other? it relates to altruism and seeking acceptance and affection in interpersonal relations.
need for affiliation
what need is when many people are competitive achievers who seek success, admiration, and dominance?
need for assertion
what need is a set of motives that deals with our need to determine who or what causes the things that happen to us and relates to an area of research called attribution theory?
need for attribution
what need reflects an individual difference in consumers' propensity to engage in and enjoy thinking?
need for cognition
what need is a basic desire to have all facets of oneself consistent with each other. these facets include attitudes, behaviors, opinions, self-images, views of others, and so forth?
need for consistency
what need is the need to defend one's identity or ego is another important motive? when one's identity is threatened, the person is motivated to protect his or her self-concept and utilize defensive behaviors and attitudes.
need for ego defense
what need is when the motive deals with the need to express one's identity to others? people feel the need to let others know who and what they are by their actions, which include the purchase and use of goods.
need for expression
what need is the that results in the consumers playing various roles?
need for identification
what need is that reflects a tendency to have behavior on that of others? it is a major means by which children learn to become consumers
need for modeling
what is the need when people often are motivated to act in certain ways because they were rewarded for behaving that way in similar situations in the past? this is the basis for operant learning
need for reinforcement
what need is when people often seek variety and difference out of need for stimulation? Such variety-seeking behavior may be a prime reason for branding switching and some so-called impulse purchasing.
need for stimulation
what need is when people encounter situations in their daily lives that create uncomfortable levels of stress?
need for tension reduction
what need is people who have a need to categorize and organize the vast array of information and experiences they encounter in a meaningful yet manageable way, so they establish categories or mental partitions to help them do so?
need to categorize
what kind of punishment is when something liked was taken away?
negative punishment
involves the removal or the avoidance of an unpleasant consequence
negative reinforcement
what kind of reinforcement is when something negative is taken away?
negative reinforcement
sometimes referred to utilitarian influence, occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction
normative influence
only one point of view is expressed
one sided messages
a community that interacts over time around a topic of interest on the Internet
online community
Changing behavior prior to changing affect or cognition is based primarily on ________.
operant conditioning
Involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior
operant conditioning
________ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.
operant conditioning
Some people who are known as the go-to person for specific types of information. These individuals actively filter, interpret, or provide product and brand relevant information to their family
opinion leader
offers marketing managers a useful technique for measuring and developing a product's position. takes consumers perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes
perceptual mapping
the voluntary and self-selected nature of such online offerings, where consumers "opt-in" to receive email based promotions
permission based marketing
an individuals characteristic response tendencies across similar situations.
personality
reflects the relatively stable behavioral tendencies that individuals display across a variety of situations
personality
what kind of punishment is when something negative is added?
positive punishment
a pleasant or desired consequence.
positive reinforcement
what motives revolve around a desire for safety and security and are related to consumers sense of duties and obligations
prevention-focused motives
marketers increasingly seek to gain exposure by placing their brands within entertainment media, such as in movies and television programs, in exchange for payment or promotional or other consideration by using
product placement
The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called ________.
product positioning
a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment. marketers decide that they want the members of a market segment to think and feel a certain way about a brand relative to competing brands
product positioning
deliberate decision to significantly alter the way the market views a product. this could involve its level of performance, the feelings it evokes, the situations in which it should be used, or even who uses it
product repositioning
what motives revolve around a desire for growth and development and are related to consumers hopes and aspirations?
promotion-focused motives
any time it is important to produce widespread knowledge of the product rapidly, such as during a new-product introduction, frequent (close together) repetitions should be used
pulsing
A group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior, may be classified according to a number of variables including membership, strength of social tie, type of conduct, and attraction
reference group
what theory suggests that consumers will react differently depending on which broad set of motives is most salient? when they are most salient, consumers seek to gain positive outcomes, think in more abstract terms make decisions based more on affect and emotion, and prefer speed versus accuracy in their decision making
regulatory focus theory
Anything that increases the likelihood that a given response will be repeated in the future is considered ________.
reinforcement
anything that increases the likelihood that a given response will be repeated in the future
reinforcement
enhances learning and memory by increasing the accessibility of information in memory or by strengthening the associative linkages between concepts
repetition
marketers use their knowledge of perception to enhance strategies in a number of areas including (4)
retailing, branding, advertising, and packaging
in cognitive learning forgetting is often referred to as a ________________ because information that is available in LTM cannot be accessed that is retrieved from LTM into STM
retrieval failure
memory of how an action sequence should occur
scripts
groups such as professional and neighborhood associations, involve weaker ties and less frequent interaction
secondary groups
people are exposed to only a small fraction of the available stimuli. And when consumers actively avoid certain marketing stimuli
selective exposure
indicates that consumers are relating brand information to themselves
self-referencing
When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her ________.
semantic memory
what type of memory is the basic knowledge and feelings an individual has about a concept?
semantic memory
consume a free sample of baked rice and corn puffs that was sent to your home, the purchase a second package using the discount coupon that accompanied the free sample, repurchase the product at full price is an example of the process of
shaping
where does information most commonly get stored right away?
short term memory
the working memory is referred to as
short-term memory
what theories emphasize one personality trait as being particularly relevant to understanding a particular set of behaviors? they do not suggest that other traits are nonexistent or unimportant.
single trait theories
what are the three communication characteristics important to attitudes?
source characteristics message appeal characteristics message structure characteristics
trustworthiness and expertise
source credibility
refers to the opposite process of learning, responding differently to somewhat similar stimuli
stimulus discrimination
often referred to as the rub off effect, occurs when a response to one stimulus is elicited by a similar but distinct stimulus
stimulus generalization
What need is when consumers are pattern matchers who have images of desired outcomes or end states with which they compare their current situation?
teleological need
First, what are the three components of an attitude. Next, what happens when there is inconsistency between the three components.
the three components of an attitude are cognitive, behavioral and affective. If there is an inconsistency between the three components, consumers are motivated to change. For example, if you like the cardinals and you have an emotional attachment and then they go sign someone you've hated for a long time, or went to Busch Stadium and someone threw a beer on you, depending on your attitude, it will determine whether or not you will continue to be a fan or if you decide to never watch a cardinals game again.
What four things communicate a brands personality?
tone media pace logo
inherent physiological and psychological traits, which drive our needs and desires, influence how a stimulus is interpreted
traits
What are the individual characteristics of interpretation?
traits, learning and knowledge, expectations
presenting both good and bad points is counterintuitive, and most marketers are reluctant to try approach
two sided message
occurs when the stimulus activates one or more sensory receptor nerves, and the result ing sensations go to the brain for processing
attention
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his ________.
attitude
What are the individual factors of attention?
motivation and ability
Which of the following is used to understand a consumer's cognitive component of attitude? Select one: A. multiattribute attitude model B. attribution theory C. attitude consistency theory D. attitude perception model E. cognitive dissonance theory
A. multiattribute attitude model
what factors within the individual encourage an individual to conform? (3)
Attractiveness of the group to the person Commitment to the group Social desirability
Spokescharacters can be ________. Select one: A. animated people B. animated objects C. animated animals D. animated products E. all of the above
E. all of the above
acute memory for the circumstances surrounding a surprising and novel event
Flashbulb memory
what situational factors encourage individuals to conform?
Individual confidence in the purchase situation Type of decision Available information Market embeddedness
- Relative legitimacy of expectations - Sanctions associated with non-fulfillment of one of the roles - The moral orientation of the individual
Keys to resolving role conflict:
suggests a prescribed pattern of behavior expected of an individual in a given situation on the basis of the person's position in that
Roles
schematic memory sometimes called a knowledge structure
schema
the emotional or feeling response triggered by the stimulus
affective interpretation
Individuals conform to majority rule, even if that majority rule goes against their beliefs
asch phenonmenon
nonmembership groups with a positive attraction that also exert a strong influence
aspirational reference groups
For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality compared with imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?
change beliefs
How are actual behaviors and response tendencies most often measured?
direct questioning
defined as two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent or explicitly defined relationships to one another such that their behaviors are interdependent
group
Pat is purchasing new tires for his car. He expected to spend $400 or more for these tires, so he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate?
high-involvement learning
also called value expressive influence occurs when individuals have internalized the group's values and norms
identification influence
involves concrete sensory representations of ideas, feelings, and objects
imagery
goes beyond what is directly stated or presented. help explain consumer use of quality signals, their interpretation of images, and how they deal with missing information
inference
A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.
information processing
the minimum amount that one brand can differ from another (or its previous version) with the difference still being noticed
just noticeable difference
Three types of reference groups
membership- membership criteria type of contact- primary group attraction- desirability of being in a group
a drive state created by consumer interests and needs
motivation
turning the sound off during commercial breaks
muting
The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?
operant conditioning
If and when _______ occurs, the meaning derived from a stimulus is typically transferred to memory, where it is stored and can be later retrieved when consumers are making purchase decisions
perception
consists of those activities by which an individual acquires and assigns meaning to stimuli
perception
what kind of reinforcement is A reward, something positive is added?
positive reinforcement
groups such as family and friends, involve strong ties and frequent interaction
primary groups
refers to how interested viewers are in the program or editorial content surrounding the ads
program involvement
factors that include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
situational factors
_______ consists of trustworthiness and expertise.
source credibility
physical characteristics of the stimulus itself such as size, intensity, attractive visuals, color and movement, position, isolation, format, contrast and expectations, interestingness, information quantity
stimulus factors
Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of ________.
stimulus generalization
a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing
subliminal stimulus
what type of reinforcement schedule requires the completion of a variable number of responses before the behavior is reinforced?
variable ratio
occurs when one fast-forwards through a commercial on a prerecorded program
zipping
