Marketing 334 Exam 2

Classical conditioning

A type of learning in which one learns to link two or more stimuli and anticipate events automatic response to stimulus

Strengths of learning:Reinforcement

Anything that increases the likelihood that a given response will be repeated in the future is considered reinforcement. While learning frequently occurs in the absence of reinforcement, reinforcement has a significant impact on the speed at which learning occurs and the duration of its effect.

Cognitive attitude

Belief beliefs about specific attributes or overall object

Attention Stimulus Factors: Use of color

Certain colors and color characteristics create feelings of excitement and arousal, which are related to attention. Brighter colors are more arousing than dull. And warm colors, such as reds and yellows, are more arousing than cool colors, such as blues and grays.

Strengths of learning:Dual coding

Consumers can store (code) information in different ways. Storing the same information in different ways (dual coding) results in more internal pathways (associative links) for retrieving information. This in turn can increase learning and memory.

Disposition (types of situations)

Consumers must frequently dispose of products or product packages after or before product use.

Strengths of learning:Mood

Get happy, learn more? Research indicates that this is indeed true. A positive mood during the presentation of information such as brand names enhances learning.

Lifestyle influence on consumption behavior

Influences all aspects of one's consumption behavior. Impacts purchases and consumption

Short-term memory

Interpretation and transfer aka working memory is that portion of total memory that is currently activated or in use. short lived, limited capacity

Selective problem recognition

Involves a discrepancy only one brand can solve Firms attempt to cause selective problem recognition to gain or maintain market share

Generic problem recognition

Involves a discrepancy that a variety of brands within a product category can reduce Increasing generic problem recognition generally results in an expansion of the total market

Usage (types of situations)

Marketers need to understand the usage situations for which their products are, or may become, appropriate

Antecedent states

Moods Transient feeling states that are generally not tied to a specific event of object. Momentary Conditions Temporary states of being (tired, ill, having extra money, being broke, etc.)

Geo-lifestyle

People with similar cultural backgrounds, means and perspectives naturally gravitate toward one another. They choose to live amongst their peers in neighborhoods offering affordable advantages and compatible lifestyles. Once settled in, people naturally emulate their neighbors. They adopt similar social values, tastes and expectations. They exhibit shared patterns of consumer behavior toward products, services, media and promotions

Attention Stimulus Factors: Ad placement

Position is the placement of an object in physical space or time.

Attention Factors

Stimulus, Individual, and Situational

Long-term memory

Storage and retrieval is that portion of total memory devoted to permanent information storage. Two types: semantic and episodic

Product involvement

The level of a consumer's interest in purchasing a certain product type and how committed they are to purchasing a given brand.

Purchase (types of situations)

The situation in which a purchase is made can influence consumer behavior.

Communications (types of situations)

The situation in which consumers receive information has an impact on their behavior.

Strengths of learning:Message involvement

When a consumer is not motivated to learn the material, processing can be increased by causing the person to become involved with the message itself.

Nominal decision making

a.k.a., habitual decision making, in effect involves no decision per se. very low involvement with the purchase.

Co branding

an alliance in which two brands are put together on a single product.

Behavioral attitude

behavioral intentions with respect to specific attributes or overall object

Psychological motives

cognitive, affective, preservation, growth

Non-verbal components

components can influence attitudes through affect, cognition, or both.

Interdependent self-concept

construal of the self is based more on the common Asian cultural belief in the fundamental connectedness of human beings.emphasizes family, cultural, professional, and social relationships. Obedient Sociocentric Holistic Connected, and Relation oriented

Independent self-concept

construal of the self is based on the predominant Western cultural belief that individuals are inherently separate. emphasizes personal goals, characteristics, achievements, and desires. Individualistic Egocentric Autonomous Self-Reliant, and Self-Contained

Manifest motivation

consumer wants to tell you

Temporal perspectives

deal with the effect of time on consumer behavior.

Strengths of learning:Repetition

enhances learning and memory by increasing the accessibility of information in memory or by strengthening the associative linkages between concepts.

Personal interviews

examine the emotions associated with certain problems

Focus groups

examine the emotions associated with certain problems attempt to determine what problems consumers encounter during the performance of the activity.

Surveys

examine the emotions associated with certain problems attempt to determine what problems consumers encounter during the performance of the activity.

Affective attitude

feelings emotions or feelings about specific attributes or over all object

Crowding

generally produces negative outcomes for both the retail outlet and the consumer.32 As more people enter a store or as more of the space of the store is filled with merchandise, an increasing percentage of the shoppers will experience a feeling of being crowded, confined, or claustrophobic.

Social self

how I am seen by others or how I would like to be seen by others

Actual self-concept

how they see themselves.

Ideal self-concept

how they would like to see themselves.

Extended decision making

involves extensive internal and external search followed by a complex evaluation of multiple alternatives. It is a response to the high level of purchase involvement. During postpurchase evaluation, doubts are likely and a thorough evaluation takes place.

Limited decision making

involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation. recognizing a problem for which there are several possible solutions.

Operant conditioning

involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior. reward for behavior reinforces behavior

Product positioning vs Product repositioning

is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment. whereas refers to a deliberate decision to significantly alter the way the market views a product.

Product positioning

is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment. an explicit reference to a brand's image relative to another brand or the overall industry

Interpretation: Cognitive

is a process whereby stimuli are placed into existing categories of meaning.

Information Processing

is a series of activities by which stimuli are perceived, transformed into information, and stored. model having four major steps or stages: exposure, attention, interpretation, and memory

Brand personality

is a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire.

Ritual situations

is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning.

Attitudes

is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.

Lifestyle

is basically how a person lives It is how a person enacts her or his self-concept and is determined by past experiences, innate characteristics, and current situation

Inactive problem

is one of which the consumer is not aware.

Active problem

is one the consumer is aware of or will become aware of in normal course of events.

Information Processing: Interpretation

is the assignment of meaning to sensations. Is related to how we comprehend and make sense of incoming information based on characteristics of the stimulus, the individual, and the situation.

Interpretation: Affective

is the emotional or feeling response triggered by a stimulus such as an ad.

Purchase involvement

is the level of concern for, or interest in, the purchase process, triggered by need to consider a particular purchase, and so it is a temporary state influenced by the interaction of individual, product, and situational characteristics.

Motivation/Motive

is the reason for behavior. is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

Task definition

is the reason the consumption activity is occurring.

Information Processing: Memory

is the short-term use of the meaning for immediate decision making or the longer-term retention of the meaning.

Latent motivation

mkter trying to find out why consumers behave a certain way, either consumer isn't aware or don't want to tell you

Affective growth

need for assertion, affiliation, identification, modeling

Cognitive growth

need for autonomy, stimulation, teleological, utilitarian

Cognitive preservation

need for consistency, attribution, categorization, objectification

Affective preservation

need for tension reduction, expression, ego defense, reinforcement

Information Processing: Exposure

occurs when a stimulus is placed within a person's relevant environment and comes within range of his or her sensory receptor nerves. this provides consumers with the opportunity to pay attention to available information but in no way guarantees it.

Information Processing: Attention

occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. this requires consumers to allocate limited mental resources toward the processing of incoming stimuli, such as packages seen on store shelves or banner ads on the web. determined by 3 factors: stimulus, individual, and situational

Perceptual mapping

offers marketing managers a useful technique for measuring and developing a product's position.

One-sided message

only one point of view is expressed.

Extended self-concept and possessions

people tend to define themselves in part by their possessions some possessions are not just a manifestation of a person's self-concept; they are an integral part of that person's self-identity.

Product Placement

placing a product in a movie

Attribute framing

positive framing yields the most positive evaluations because it emphasizes the desirable aspects of the specific attribute.

Two-sided message

presenting both good and bad points, is counterintuitive, and most marketers are reluctant to try such an approach.

Private self

refers to how I am or would like to be to myself

Situational factor: Program involvement

refers to interest in the program or editorial content surrounding the ads.

Brand image

refers to the schematic memory of a brand.

Strengths of learning:Importance

refers to the value that consumers place on the information to be learned.

Situational factor: Clutter involvement

represents the density of stimuli in the environment. In-store research suggests that cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display.

Communication: celebrity

sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer

Social surroundings

surroundings are the other individuals present in the particular situation. People's actions are frequently influenced by those around them.

Physical surroundings

surroundings include decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object.

ELM model

thinking, peripheral: not spending time on it KEY: work together, can have brands that are very similar... peripheral: music or something you don't notice

Goal framing

where "the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act.

Brand extention

where an existing brand extends to a new category with the same name