BCOR 350 EXAM 4
promotion focused
"get the best deals!" is an example of a ___________ ad.
Social, economic, and cultural capital
Bourdieu suggests that social class should actually be a measure of:
Hemispheric Lateralization
Different parts of our brain are better suited for focused verus non-focused attention.
Situational Factors
Factor affecting attention includes stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment such as time pressures or a crowded store
Latent
If someone wants a new pair of shoes to be "cool" what type of motive does this represent?
Occupation is given a higher weight than education
In the hollingshead index of social position which is true
Class-to-Mass
Mercedes-Benz shows how the company provides a "new luxury" good for less affluent consumers. This real work example illustrates
Is the outcome of the behavior temporary or permanent?
NOT used to classify McGuire's psychological motives
interpretation
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _________________.
ego-defense
YOLO kids are influenced by the _________ motive
ethnicity; race
a consumer can change his/her ______ but not his/her _______
upward pull
a movement by retailers to offer less expensive "new luzury: goods to less afluent segments
information processing
a series of activities by which stimuli are perceived, transformed into information, and stored
True
according to maslow, all humans acquire a similar set of motives through genetic endowment and social interation
what underlying cultural value deermines most of the status dimensions in the united states?
achievement. an emphasis on value creation, risk, reward, and the common good
co-branding
also referred to as co-marketing, brand alliances, and joint marketing. When two brands are given to a single product. has been shown to modify attitudes toward the participating brands.
involvement
an individual factor affecting attention
consumer inference
an inference goes beyond what is directly stated or presented
psychological meaning
assigned to a word based on experiences and the context or situation in which the word or other symbol is used
smart banner
banner ads that are activated based on terms used in search engines
voluntary
barry decided he needs a new car so he started looking at commercials on television and ads in magazines as well as visiting several websites. what type of exposure does this represent
Rhetorical figures
bounty's quicker picker upper
exposure
carl is doing his homework and has the tv on in the background. while it is on, several commercials aired. what stage of the info processing model does this represent
conspicuous consumption
describes consumers purchase and use of automobiles, homes, yachts, clothes, and so forth primarily to demonstrate their great wealth
affective interpretation
emotional response triggered by a stimulus such as an ad for wearing safety belts that depicts a rather ugly accident which the driver was not wearing a safety belt
product involvement
indicates motivation or interest in a specific product category, and it can be temporary or enduring
cross-promotion
involves placing signage in one area of the store to promote complementary products in another area
figure ground
involves presenting the stimulus in such a way that is perceived as the focal object to be attended to and all other stimuli are perceived as the background
Infomercials
long, often 30 minutes or more commercials that frequently have an 800 number and or web address through which to order or request additional information
non-focused attention
low-involvement scanning of the environment, it appears to be a mainly right-brain activity
ambush marketing
marketing approach in which firms attempt to associate their companies with an event such as the olympics without becoming an official sponsor
manifest motives
motives that are known and freely admitted
cognitive interpretation
new stimuli are placed into existing categories of meaning
Ad avoidance
occurs when the consumer selectively avoids exposure to advertising
emotions are
often triggered by environmental events
Adaptation level theory
over time we adjust and no longer respond to the level and type of stimulus to which we are consistently exposed
Program involvement
particularly moving from low to moderate involvement increases the attention paid to ads in the program
contextual cue
present in a situation, such as the background color on a web page or the nature of the programming surrounding a brand's ad, play a role in the consumer's interpretation independent of the actual stimulus/
status crystalization
reflects the degree of consistency of an individual on all relevant status dimensions. it is moderate in the united states where we find many examples of high education and low income
What exists is not a set of social classes but a series of status continua
status continua reflect various factors that sociey values such as income, education, and occupation. in our society, we judge class people on various acievementrelated continua
zapping
switching channels when commercials appear
False
the Hollingshead index of social position is based on four socioeconomic factors: occupation, income, house type, and dwelling area
sensory discrimination
the ability of an individual to distinguish between similar stimuli
Gender Fluidity; males and females
the concept of ___________ has encouraged one make-up brand, shiseido, to market its make-up products to __________.
semantic
the conventional meaning assigned to a word as it is found in the dictionary
the extent to which an individual identifies with that subculture
the degree to which an individual behaves in a manner unique to a subculture depends on ____________
social class system
the hierarchial division of a society into relatively permanent and homogeneous groups with respect to attitudes, values, and lifestyles
noticeable difference
the minimum amount that one brand can differ from another with the difference still being noticed
Higher birthrates and greater immigration
the relatively faster growth rate of non-european groups in the united states is due to their______________
Asian Americans
the subculture that has the highest education levels and median household income in the united states
achievement
the underlying cultural value that determines most of the status dimensions in the us
information overload
there is too much information available to be dealt with effectively.
hispanic
what is the largest ethnic subculture in the united states
Zipping
when a viewer fast-forwards through a commercial on a prerecorded program
attention
when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing
length of the ad
which is NOT an advertising tactic used to communicate brand personality
Latin America and Asia
which regions are major sources of america's immigrants