MKTG 445 Test #2

What makes people believe ideas?

1. Authorities 2. Details 3. Statistics 4. The Sinatra Effect 5. Testable credentials

What are the 3 levels of meaning?

1. Denotation 2. Connotation 3. Ideological

What are the 7 ultimate motives according to (Griskevicius & Kenrick)?

1. Evading physical harm 2. Avoiding disease 3. Making friends 4. Attaining status 5. Acquiring a mate 6. Keeping a mate 7. Caring for family

What are 3 types of cognitive learning and their definitions?

1. Iconic rote: Learning through repetition 2. Vicarious learning/modeling: learning by watching others 3. Analytical reasoning: learning through complex reasoning

Semiotics breaks images down into what three parts? What are the definitions of these parts?

1. Sign 2. Object 3. Interpretant Sign: Imagery that represents the meaning of the object Object: Focus of the message Interpretant: Meaning derived

What are the 6 principles of sticky ideas?

1. Simplicity 2. Unexpectedness 3. Concreteness 4. Credible 5. Emotional 6. Stories

What is the capacity of working memory?

7 (+/- 2)

What is anchoring?

A cognitive bias that describes the common human tendency to rely too heavily on the first piece of information offered

What is a need?

A gap between "what is" and "what should be"

What is classical conditioning?

A learning process that occurs when 2 stimuli are repeatedly paired; a response that is at 1st elicited by the 1st stimulus is eventually elicited by the 2nd stimulus alone A type of learning in which one learns to link two or more stimuli and anticipate events. Learning by association

In the context of learning, what is involvement?

A person's perceived relevance of an object based on their inherent needs, values, and interests.

What is operant conditioning?

A type of learning in which an individual's behavior is modified by its antecedents and consequence

When primed, which ultimate motive do men exhibit conspicuous consumption?

Acquiring a mate

Is human behavior (needs) determined by the environment or by a person's genes?

Always both

What is unconsciousness?

Any mental process that is inaccessible to conscious awareness such as: breathing, walking, movement and understanding language.

What are the 3 types of motivational conflicts?

Approach --> Approach Approach --> Avoidance Avoidance --> Avoidance

What is semantics stretch? Give and example.

As words become more commonplace in every day vernacular, the way that people think and feel about them can change ex: ultra-premium vodka

What was Damasio's definition of emotion

Automated programs of action concocted by evolution

What is Daryl Bem's Theory of self perception?

Behaviors ----> attitudes

Between proximate and ultimate motives which should you consider when marketing?

Both

According to the book The Rational Animal Southwest Airlines secret to success is most related to which ultimate motive?

By activating employee kin care sub-selves at work, inspiring unrelated people to treat each other like family.

What is credibility?

Carry their own credentials

What are the components of working memory?

Central executive, Phonological loop, Episodic buffer, visuospatial scratchpad

What are the alternate names for system 2?

Central route, systematic, conscious

What are the marketing implications of language (car experiment)?

Choose your words wisely in all phases of communication

What is the answer to the memory problem?

Classical conditioning and operant conditioning

What determines which emotion you feel in response to a stimulus?

Cognitive appraisals

What are the characteristics of system 2?

Conscious, slow, effortful, infrequent, logical, calculating

In the Ted Talk by Joshua Foer, what is his suggestion for remembering information?

Create a memory palace (We remember when we pay attention)

How did Lera Boroditsky demonstrate language using Bridges?

Different gender specific nouns for "bridge" in German and Spanish make a German and Spanish speakers think differently about bridges

What is the evolutionary purpose of emotions?

Draw our attention to what is important in the environment Provide a course of action or response

The basic approach to emotions as exemplified by Paul Ekman is what?

Emotions are hardwired and universal

What is the emotional discounting probability?

Emotions cause people to ignore the true probability of events.

The constructivist approach as exemplified by Lisa Feldman Barrett is what?

Emotions emerge from the conceptual analysis of core affect

What is an ultimate motive?

Evolutionary motivation

What are 2 processes associated with the transfer from working memory to long-term memory?

Explicit Implicit

How do companies use masked branding?

Family branding and product line extensions to avoid stimulus dilution

How can loss aversion be used in marketing?

Frame things as a loss rather than a gain

What is unexpectedness?

Generate surprise and curiosity

What is one type of motivational conflict which is critical to understanding the human condition?

Group versus individual

Loss aversion and anchoring are examples of what?

Heuristics and biases

What is the definition of framing? Give a marketing example.

How communicators adjust or arrange words, phrases, images and presentation style for a set purpose ex: BMW: the ultimate driving machine

What determines whether an emotion is positive or negative?

How relevant the stimulus is to achieving and organism's goals

What are marketing examples of the 3 types of cognitive learning?

Iconic rote: head-on commercial, beggin strips Vicarious learning/ modeling: snickers commercial Analytical: nike commercial "if you let me play"

What is stickiness?

Ideas that are understood, remembered and have a lasting impact that influence your audience's opinions or behavior.

What is a proximate motive?

Immediate influence

What is consciousness?

Individual awareness of thoughts, memories, feelings, sensations and the environment

If a college administrator warns college students "Remember you must cut down on binge drinking, which is prevalent on campus!" This may actually increase binge drinking why?

It has the opposite effect of making students more inclined to engage in binge drinking since apparently every one else is doing it.

How can anchoring be used in marketing?

Item limits/pay what you want pricing with maximum amount

When primed, which ultimate motive do women exhibit conspicuous consumption?

Keeping a mate

These consumption motives (SRI consumption motives) are crossed with what to create the VALS (values and lifestyles) consumer profiles?

Level of resources

What does this fact (unconscious is responsible for most of our behavior) have to do with marketing and consumer decision-making?

Lots of little things make a difference ex: refrigerated silk, stock tickers, Dennis and dentist

What are the associative networks of memory?

Memory is a network of cognitive concepts (objects, events, ideas) interconnected by links reflecting the strength of association between pairs of concepts. (metaphorically)

According to Chapter 4 in the book The Rational Animal the authors use an example of auditory looming (a bias to sense that approaching sounds are going to arrive sooner than they really will) to demonstrate what?

Our brains intentionally see and hear the world inaccurately Everyone makes the error Being accurate isn't always smart

What is loss aversion?

Our emotional reaction to a loss is about twice as intense as our joy at a comparable gain

Why is semiotics relevant to marketing?

People often buy products not for what they do, but for what they mean.

Mlodinow discusses in groups and out groups. How can this be used in advertising?

People strive to be a part of an in-group so brands like Apple take advantage of this by creating marketing campaigns that associate the "Mac in-group" to smart, elegance, and hipness and the PC group with loser qualities. Out-group is judged and not part of the group Advertisers use this to get people to want to be a part of the in-group. This can influence the way that people think.

What are the alternate names for system 1?

Peripheral route, heuristic (hands on), unconscious

What are 2 components of affect or feelings?

Physiological arousal Cognition

What are the 4 types of operant conditioning and give examples for each.

Positive reinforcement: adding an appetitive stimulus ex: free gift with purchase Negative reinforcement: removing a noxious stimulus ex: seatbelt beeping sound stopping Positive punishment: adding a noxious stimulus ex: game pop up ads Negative punishment: removing appetitive stimulus ex: loss of priority boarding

Which emotions support us living in a group?

Pride, shame, embarrassment and guilt

How do companies use classical conditioning?

Relating the products or services to positive unconditioned stimuli

According to SRI (Stanford Research Institute) what are the three primary consumption motives?

Self-expression Achievement Ideals

What is simplicity?

Simple= core + compact Ideas that are simple and profound

Why do stories make things more memorable?

Stories= mental simulation Mental simulator that prepares us to respond quickly and effectively

What are the characteristics of system 1?

Subconscious, fast, automatic, frequent, emotional, stereotypic

What is concreteness?

Tangible, not abstract ex: v8 engine, 8 grams of sugar, seats 131 passengers

What do your brain and the Amazon rainforest have in common?

The Amazon has about 1000 trillion leaves and your brain has about 1000 trillion connections

What is learning?

The acquisition of knowledge or skills through experience, study, or by being taught.

What is action tendency?

The action which emotions most often trigger

What are dual process theories of mind? (What is dual process?)

The idea that the human mind is composed of two distinct systems (system 1 & 2)

What is conspicuous consumption?

The spending of money on and the acquiring of luxury goods and services to publicly display economic power

What is the definition of semiotics?

The study of signs and symbols and their use or interpretation

What is stimulus generalization?

The tendency for the conditioned stimulus to evoke similar responses after the response has been conditioned

Why did the California Prune Board spend $10 million rebranding prunes as dried plums?

The word "prunes" has negative connotations with the younger generation

What did the BBC video, Fear explain?

There is a fear of loss. Advertisers use fear in ads to get you to purchase more to not die, fit in, etc.

What is the somatic marker hypothesis?

Thoughts are "marked" by positive and negative feelings link directly or indirectly to somatic or bodily states. These feelings attached to our thoughts guide our decision-making. We cannot make a decision without emotion

Why does language affect how we think and feel?

To a large extent we see the world through words

Why do people buy things?

To satisfy a need, want or desire

In the book The Rational Animal Griskevicius and Kenrick talk about individuals having multiple "selves." These "selves" were referred to in class as what?

Ultimate motives

In Pavlov's experiment (dog with the bell and food) what was the unconditioned stimulus, unconditioned response and condition stimulus?

Unconditioned stimulus: food Unconditioned response: salivation Condition stimulus: bell

In the iPod commercial what was the stimulus?

Unconditioned stimulus: the song Unconditioned response: happiness (positive affect) Condition stimulus: iPod

Which is responsible for the vast majority of our behavior? (Conscious or unconscious)

Unconscious/System 1

How many bits of information per second can your unconscious process versus your conscious?

Unconscious: 11 million bits per second Conscious: 40 bits per second

What is the answer to the interpretation problem?

Understanding system 1 and system 2 and how they relate to culture or ultimate motivations.

How did Loftus and Palmer demonstrate (language and how people describe things) this using car crashes?

Using a different verb (smashed vs. contacted) cause subjects to estimate different speeds

Which is the most powerful reward interval?

Variable ratio

According to The Rational Animal, why do many people who strike it rich (including music and sports stars) spend well beyond their means?

We do not have the ability to comprehend large numbers past 100+ (large numbers paradox)

Mlodinow discusses a study in which consumers try two types of jam and then state their preference. They then think they are sampling their preferred jam again, but instead unbeknownst to them are sampling the jam they didn't like. The vast majority of consumers didn't realize they had sampled the jam they didn't like a second time. This demonstrates what?

We think we know the answer to things like "why we prefer a certain jam" and we can go on and explain a perfectly sound reason, however we do not know the answer. When we are asked to explain ourselves, we engage in a search for truth that may feel like a kind of introspection yet we do not actually know the content nor the unconscious origins of that content.

Why is emotion an important sticky idea?

We're wired to feel things for people You can prime people to care about a certain message, rely on emotions that already exist

What did Dan Airely speak about when he was talking about motivation in his Ted Talk?

When something is more meaningful there is more motivation, value and drive.

What is post hoc rationalization? What does it have to do with marketing?

Your conscious mind is making up/ guessing a rational reason for your actions and feelings You have to be very careful in marketing when you ask consumers what they want and why they want it