MKT 351-Exam 3-Clark

Behavioral Component

(Doing): A consumer's tendency to respond in a certain manner toward an object or activity.

Affective Component

(Feeling): A consumer's feelings or emotional reactions to an object.

Cognitive Component

(Thinking) A consumer's beliefs about an object.

operant conditioning

(or instrumental learning) involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior

approach-approach conflict

A choice between two attractive alternatives. (e.g., getting a new mountain bike or a trip to Hawaii)

avoidance-avoidance conflict

A choice involving only undesirable outcomes (e.g., the decision to fix an appliance or replace it when money is tight)

approach-avoidance conflict

A choice with both positive and negative consequences (e.g., wanting a tan but wanting to avoid skin cancer)

McGuire's Psychological Motives

A fairly detailed set of motives used to account for specific aspects of consumer behavior. Useful as a descriptive explanation of motives, but more difficult to apply broadly.

Maslow's Hierarchy of Needs

A macro theory designed to account for most human behavior in general terms. Multiple applications across the social sciences

Schema

A pattern of thought or behavior that organizes categories of information and the relationships among them

Retrieval Cue

A stimulus that activates information in memory relevant to the to-be-remembered information

Short Term Memory

Also known as working memory is the portion of memory that is currently activated, or in use. What most refer to as thinking.

Feelings

An affective state (e.g., current mood state) or reaction (e.g., emotion experienced during product consumption).

Personality

An individual's characteristic response tendencies across similar situations.

analogical reasoning

An inference process that allows consumers to use an existing knowledge base to understand a new situation or object.

Learning

Any change in the content or organization of long-term memory or behavior.

Laddering

Ask a consumer to list the benefits of a product, then asking them to explain the benefits of the benefits to illicit underlying motives.

Projective Techniques

Asking consumers to reveal their own motives by speculating on the motives of "others"

elaboration likelihood model

Assumes that once a customer receives a message, involvement is the key to how the consumer processes it.

Celebrity Sources

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

Cognitive Attitude

Change Consumer Beliefs Shift Attribute Importance Change the Ideal

Affective Attitude

Classical Conditioning Change Affect towards the Ad or the Website Mere Exposure

Characteristics of attitudes

Confidence, Resistance, Accessibility, Valence, Extremity

Conditioned Learning Extinction

Desired response decays or dies out if not reinforced.

VALS

Developed by Arnold Mitchell for SRI International Draws heavily on the work of Harvard sociologist David Riesman and psychologist Abraham Maslow Divides consumers into groups based on resources and consumer behavior motivations

PRIZM

Developed by Claritas, Inc. (then bought by the Neilson Co.) Stands for Potential Ratings Index by ZIP Market Combines demographic and behavioral information that enables marketers to better understand and target their customers

Cognitive Learning

Encompasses all the mental activities of humans as they work to solve problems or cope with situations.

Sensory Memory Types

Iconic, Echoic, Haptic

Cognitive Learning Retrieval Failure

Information that is available in LTM cannot be retrieved.

Retrieval

Involves the activation of information stored in long-term memory that's then transferred into short-term memory

Iconic Rote Learning

Learning a concept or association between two or more concepts in the absence of conditioning. (Different from conditioning in that there is neither an unconditional stimulus (classical) nor a direct reward (operant) involved.

Vicarious Learning/Modeling

Learning by observing the outcome of others behaviors and adjust their own accordingly.

Consumer Beliefs

Linkages between a particular brand and specific brand attributes, i.e., "consumer k's belief as to the extent to which attribute i is offered by brand j

Latent Motives

Motives that are either unknown to the consumer or the consumer is reluctant to admit them.

Manifest Motives

Motives that are known and are freely admitted.

Behavioral Attitude

Operant Conditioning

Types of Schemas

Product, Brand, Exemplar, Prototypes

conspicuous consumption

Purchases motivated to some extent by the desire to show other people how successful we are.

Extended Self`

Self + Possessions

Emotion

Specific psychobiological reaction to a cognitive and or affective appraisal of an object or situation.

Beliefs

Subjective judgments about the relationship between two or more things

Materialism

The level of importance that consumers place on the acquisition and possession of material objects.

Analytical Reasoning

The most complex form of cognitive learning. Involves engaging in creative thinking to restructure and recombine existing information to form new associations and concepts.

Long Term Memory

The portion of memory devoted to permanent information storage.

Frugality

The tendency to use restraint in the acquisition and consumption of products in order to minimize expenses.

Self Concept

The totality of the individual's thoughts and feelings having reference to himself or herself as an object

Lifestyle

The way a person lives their life, devotes their time, and spends their money.

Types of need

Utilitarian Need (e.g., does what it supposed to do) Expressive Need (e.g., allows for self expression) Affiliation Need (e.g., provides a way to fit in)

Best thing about Spokescharacters?

complete image control

Interdependent self-concept

emphasizes family, cultural, professional, and social relationships

independent self-concept

emphasizes personal goals, characteristics, achievements, and desires

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.

Classical Conditioning

is the process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand).

Attitude

is the way one thinks, feels, and acts toward some aspect of his or her environment," (e.g., retail store, television program, or product)

product repositioning

refers to a deliberate decision to significantly alter the way the market views a product. This can involve level of performance the feelings it evokes the situations in which it should be used, or who uses the product