MKT 310

ID

(idiot in man) --> impulsive --> pleasure seeking --> more powerful than ego - Satisfy impulse right away

Cultural symbolism

- Common to one group - Not others

Motivation research

- Does not trust direct, verbal reports - Motivation research uses many of the scientific techniques of Freudian psych. - Most consumer behavior is triggered by subconscious motivations heavily laden with sexual overtones - Consumers do not know the meaning of their motives - may be socially un acceptable - Freud considered his science "postdivitive", not predictive - result could look back and perhaps underneath but not the future

Universal symbolism

- Everyone recognizes - Affects the most people

How has motivation research been useful?

- Goes beyond demographic analyses - Addresses "why" consumers behave as they do in the marketplace

Individual symbolsim

- Held by a subset of people or small group or one person

Sensory Stores (Multiple store memory)

- Information is lost after 1-2 seconds - Capable of storing a small amount of information for very brief periods

Short-Term Stores ( Multiple store memory)

- Information lost after about 18 seconds - Limited capacity, but capable of maintaining information (through rehearsal) for longer periods than the sensory store

Long-Term Store (Multiple store memory)

- Information slowly lost over long periods - A large capacity and capable of storing memory for very long periods of time

Measuring consumer behavior

- Observational research - Indirect technique or projecting - Direct verbal reports (series of questions)

Problems with motivational research

- Small sample sizes - Questionable research procedure (in-consistent findings) - Difficulty applying findings to marketing research

Cognitive response analysis

- Thoughts one has in response to some persuasive message - Thoughts that are critical determinants of subsequent yielding - Stimulus (AD) --> cognitive responses (Thoughts) --> attitude formation/change

Contrast Principle

-If a second item or choice is fairly different from the first, it seems more different than it actually is. -Ex: After buying an expensive suit, a belt doesn't seem like so much, so you're more likely to buy it.

Hierarchy of effects model

1. Awareness (Step 1 Cognitions, Thoughts) 2. Knowledge (Step 1 Cognitions, Thoughts) 3. Liking (Step 2 Attitudes, Affect) 4. Preference (Step 2 Attitudes, Affect) 5. Conviction (Step 3 Conotation, Intention, Behavior) 6. Purchase (Step 3 Conation, Intention, Behavior)

Levels of problem-solving effort

1. Extensive decision making (substantial search) 2. Limited decision making (low to moderate amounts of search) 3. Routinized choice behavior (relatively automatic process)

The three entries to psych

1. ID 2. Ego 3. Super ego

Three bold assumptions

1. Individuals have perfect knowledge 2. Consumers make decisions because they have perfect knowledge 3. Consumers never spend more than they make

Maslows Hiearchy of Needs

1. Psychological (need for water, shelter, food etc.) 2. Security (social security in family and a society that protects against hunger and violence) 3. Love & Belonging (need for affection, friendship, & belonging) 4. Esteem Need (the need to be unique with self-respect & to enjoy others esteem 5. Experience Purpose (meaning and realizing internal potential 6. The need of self-actualization

Need recognition

A noticeable difference between the actual and ideal states

Fixed Action Pattern (FAP)

A sequence of behavioral acts that is essentially unchangeable and usually carried to completion once initiated. - Providing a reason - Expensive = good (sometimes)

Spendthrift

A sufficiently low levels, the pain of paying may deter spending less. The failure to feel the pain may lead these consumers to spend more than their deliberative selves would prefer.

Non- conscious processing

Affect process cognition

Janiszewski's Pre-conscious processing

Affect reaction to stimuli befor cognitive responses - "Unattained stimuli can be processed enough to produce response without thought"

Social Desirability

Answer that put the consumer in a favorable light - Socially appropriate answers, not the truth - To gain a real answer, ask ambiguous questions that trigger the subconcious mind

Tightwad

At sufficiently high levels, the pain of paying may deter spending. These individuals affective reaction to spending may lead them to spend less than their more deliberative selves would prefer

Beliefs --> Attitudes --> Intention --> __________

Behavior

_________ lead to attitudes.

Beliefs

We group together ________ of information to form chunks of information

Bits

CVPA

Centrality for Visual Product Aesthetics - You want the product to look pretty

Nodes

Concept, feeling

Post-Purchase Dissonance

Conflict between behavior and attitude - attitude normally has't to change - A feeling of discomfort about whether or not the correct decision was made

Iceberg model of the mind

Conscious = above the water line Pre-conscious = waterline (memories and dreams) Unconscious = below the waterline (motives, below the level of awareness and works independently)

Systematic

Considerable cognitive effort attending to, comprehending, and evaluating message arguments - Non-content cues (characteristics, credibility, attractiveness, likability) are of secondary importance

Counter arguments

Do not agree with ad/persuasion

Knowledge uncertainty (Buyer uncertainty and information search)

Don't know about attributes or performance -- external search is less likely to occur

Choice uncertainty (Buyer uncertainty and information search)

Don't know which alternative to choose -- external search is more likely to occur

High Involvement Models

Excessive problem solving - Active search, product attributes, valued products, beliefs and attitudes formed towards the product

Zip

Fast forwarding through commercials

We can process _________ to _________ chunks if information

Five to Nine

Market Maven

Has general marketplace information - Experienced or knowledgable about something - Have smarts about the marketplace

Central Route (ELM)

High involvement, attitude formation and change process when effort is high -- deeper -- thoughtful -- quality of arguments -- high NFC

Activation Knowledge

How representations stored in memory become available. The brain takes info from the environment and places them in memory: Sensory, Semantic, and Episodic Codes

Pre-purchase search

Information seeking and processing activities one engages in to facilitate decision making regarding some global object in the marketplace

Low involvement model

Limited information processing - Reduce "cost" of thinking - Seek small amounts of information - Social Influence

Networks

Linkages and spreading of activation that gets triggered by something

Low NFE

Little research

High NFE

Lots of research

Peripheral Route (ELM)

Low involvement, the attitude formation and change process when effort is low, shallow, attractiveness is important, low NFC

Alternative Evaluation

Made up of evaluative criteria, beliefs, attitude, and behavioral intentions

Indirect technique or projecting

Measuring motives without them knowing (i.e. key words or ambiguous stimulus)

Multiple Store Memory

Memory consists of three different storage systems. Each store serves a different function and has unique properties

Heuristics

Mental shortcuts, lazy organism strategy - Little cognitive effort - Avoid detailed processing of message - Rely on social cues (source's identity)

Freudian Perspective

Most of our motives have a biological basis --> most of our motives are subconscious

NFC

Need for Cognition - Desire to think - They need to think

NFU

Need for Uniqueness - The desire to be different

NFE

Need for evaluation - The desire to evaluate

Source derogation thoughts

Negative thoughts towards ad/persuasion

Observational research

Observe how people act in isles of the store - Temporary and short research --> can't make assumptions for mental or inside the head

Deadline tactic

Official time limit is placed on the customers' opportunity to get what the pro is offering

Outcome-relevant involvement

One is concerned with attaining a desirable outcome

Impression-relevant involvement

One is concerned with the impression made on others - one anticipates scrutiny from others

Capacity limitations

Only so many meanings can be activated and processed at one time

Measurement of cognitive responses

Participants are given about 2.5 minutes to write down or verbalize their thoughts, feelings about the product, the model, or advertisment

Support arguments

Positive thoughts towards persuasion and agrees with ad

Persuasion process equation

Probability of actual purchase = P(p) x P(a) x P(c) x P(y) x P(r) x P(b)

Simple model of consumer decision making

Problem recognition --> Search for alternative solutions --> Evaluation of alternatives --> Purchase --> Post-Purchase use and reevaluation of chosen alternative

(Freud) Personality results from __________

Psychic energy (source of this energy is instinct)

Frugality

Putting off short-term satisfaction for long-term satisfaction - They want to spend money on the things they want

Ego

Reality principle --> not the right time or place

Dogmatism

Refers to an individuals tendency to be resistant to change and new ideas - Dogmatic or close-minded

______________ for memory is a silent inner speech

Rehearsal

Beliefs are the perceived _______________ between an object and an attribute

Relationship

Marketing Concept

Satisfy customer needs and wants of defined group through research to better identify needs - On-going search is needed to further identify those wants - Satisfaction will create loyalty - Repeat business - Word of Mouth Advertising

On-going search

Search activities that are independent of specific purchases needs or decisions - No recognized need or immediate purchase problem

Perceptual vigilance

Seeking lowered threshold for valued stimuli, easier to recognize, seen the bad wants

Perceptual Defense (Blocking)

Seeking raised thresholds for threatening stimuli, difficult to repeat, did not see the bad wants

Sensory Codes

Senses touch from long-term memory

Tachistoscope

Slide projector that can flash words

Value-relevant involvement

Some object or issue is centrally related to an individual's value system (i.e. environmental concerns)

Non-compensatory Model (Lussier and Olsakavsky)

Strength cannot make-up for a weakness/limitation

Compensatory Model (Lussier and Olskavasky)

Strengths can make up for weakness

Zap

Switching channels

Velbens notion of conspicuous consumption

Symbolic consumption (product visibility ) meant to portray an image to others

Attitude (Alternative Evaluation)

The extent ti which one feels favorable or unfavorable toward some object

Search for human mainsprings (Freud)

The irrational forces in a man's life were so strong that the rational forces had little chance to succeed

Behavior intentions (Alternative Evaluation)

The likelihood that a particular action will be taken

Pre-search decision making and external information (Punji)

The mind is made up before buying - Not the same as pre-purchase search

Beliefs (Alternative Evaluation)

The perceived relationship between an attitude, object, and some attribute (i.e. an alternative performance on important evaluative criteria

Consumer Behavior

The study of acquisition, consumption, and disposition, of goods & services, time & ideas by (human) decision making units.

Consumer Psychology

The study of psychological factors which underlie and determine consumer behavior... uses psych concepts, theories, and methods to understand consumption.

Grazing

Watching multiple channels

Selective Perception

When a stimulus is registered by one of our five senses

When does high involvement occur?

When the category reflects status (image), a costly item, a strong reference group

Elaboration Likelihood Model (ELM)

a model of persuasion maintaining that there are two different routes to persuasion: the central route and the peripheral route

Super-ego

morals/standards we have incorporated from society --> conscious - knowing right from wrong

Scarcity Principle

opportunities seem more valuable to us when they are less available 1. Rare value: if more rare = more valuable 2. Limited numbers: not much in circulation 3. Time limits: only sold once, not often

Evaluative criteria (Alternative Evaluation)

standards and specifications consumers use to compare and contrast products

Dynamic psychology (Freud)

studied the transformation of energy within personality

Cognitive Processing

the way in which information is transformed, reduced, elaborated, stored, recovered, and used