305 MKT Exam 2
Superego
(counterweight the id) a person's conscience. it internalizes socieyt's rules and tries to prevent the id from seeking selfish gratification
Body Decoration and Mutilation
-to separate group members from nonmembers -to place the individual in the social organization -to place the person in a gender category -to enhance sex-role identification - to indicate desired social conduct -to indicate high status or rank to provide a sense of security
Fishbein Model
1- salient beliefs people have about attitude object (those beliefs about the object a person considers during evaluation) 2- object attribute linkages or the probability that a particular object has an important attribute 3- evaluation of each attribute
steps in cognitive decision-making process
1: Recognize Problem 2: Information Search 3:Evaluate Alternatives 4: Product Choice 5: Post purchase Evaluation
Lifestyles and consumer identity
236 defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money
The Power of Attitudes
263 attitude a lesting, general evaluation of people, objects, advertisements, or issues
The ABC model of Attitudes
264 affect- describe how a consumer feels about an attitude object behavior- refers to the actions her she taeks otward an object cognition- what he or she believes interrelationships among knowing, feeling, and doing
Hierarchies of Effects
264 explain the relative impact of the three components ABC high involvement low involvement experimental
How we form attitudes
267 classical conditioning instrumental conditioning complex cognitive process
shopping experience
363
Clicks vrs Bricks
366 more people shop online now showrooming- shopper visits a store for an expensive item (TV) then goes online and finds exact model for cheaper
According to Freud, the part of the personality that seeks immediate gratification is called the ________.
ID
Nudge
a deliberate change by an organization that intends to modify behaviors - ask to be organ donor, only 20% -says drivers have to opt out of being an organ donor if they dont want to, 95% participation
Ideals of Beauty
a particular model or appearance -women big booty -men six pack
Collective self
a person derives his or her identity in large measures from a social group
Self regulation
a persons efforts to change or maintian his or her actions over time whether these involve dieting, living on a budget or training to run
AIOs
activities, interest and opinions researchers attempt to group consumers according to these three things
Salesperson effectiveness
age, apperance, education level and motivation to selll . they know their customers traits and preferences
Which of the following explains why people decorate or mutilate their bodies?
all of the above A) To separate group members from nonmembers B) To place a person in a gender category C) To enhance social role identification
is a lasting, general evaluation of people, objects, advertisements, or issues.
an attitude
Social judgement theory
assumes that people assimilate new information about attitude objects in light of what they already know or feel
Primimg example
at wine place, french music in backgroun more likely to buy french wine, german music more likley to buy german wine
is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers.
atmospherics
A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________.
being space
The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.
brand personalities
Cyberspace themes
build off information and communications technology ebay creates community among its vendors and traders
Marketscape theme
build on associations of man-made places Ex hotel that recreats parts of the real italian city
Others who are present in a consumer's physical and social environment when purchases are made are called ________.
co-consumers
the three buckets of consumer decision making
cognitive - deliberate, rational, sequential habitual- behavioral, unconscious, automatic affective- emotional, instantaneous
is where a person derives his or her identity in large measure from a social group.
collective self
Balance Theory
considers how people perceive relations among different attitude objects and how they alter their attitudes so that these remain consistent
includes a buyer, a seller, and a product or service and other factors.
consumption situation
Priming
cues in the enviroment that make us more likely to react in a certain way even though we're unaware of these influences 2 groups one about to graduate college was primed to think about money (saw the word money often_ and other wasnt.. Asked to make ethical decisions. weaker ethics from money group
Online Decision making
cybermediary- a wesite or app that helps to filter and organize online market information so that customers can identify and evaluate altermatives more efficiently intelligent agents- what folter from past user behavior to recommend new purchases
Wearable computing
devices we wear such as Apple Watch, devices are woven into our clothing increasing our digital interactions will become attached to our bodies
Whats your problem
every consumer decision we make is a response to a problem -explain i am going to purchase more toothpaste because i need more toothpaste
Understanding our social roles are part of our
extended self
mindspace
fantasy, abstract ideas and concepts Kiva day s[ac pffer heal treatments basse don a theme of american indian healing
Experimental Hierarchy
feel-do-think we act on the basis of our emotional reactions
Priming and Nudging
framing- how we pose the question prospect theory- value of decision depends on gains and losses sunk-cost fallacy: if we paid for something more reluctant to waste it
Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?
gerneral lifesytle segmentation
product disposal
green issues: recycling our possessions anchor oour identities: our past lives on in our things concern about environment and need for conenience latering cycle- exchanges with something eh or she owns for something the other person owns ecommerce- selling old stuff
Hyperchoice
having too much stuff at the grocery store this forces us to make repeated decisions that may drain psycological energy while decreasing our abilities to make smart choices
ID
immediate gratification: it is the party animal of the mind
All multiattribute attitude models specify the importance of attributes, beliefs, and ________.
importance weights
consumption situation
includes a buyer, a seller, and a product or service- but also many other factors such as the reason we want to make a purchase and how the physical environment makes us feel we are more likley to purchase things at different times examples books come out in june because we stock up on beach books
describes consumption at the low end
inertia
Roles of collective decision making (thinkg of a family)
initiator gatekeeper influencer buyer user
Both Eastern and Western cultures see the self as divided into a(n)
inner, private self, and an outer, public self
Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.
internalization
Persuasion
involves an active attempt to change attitudes -reciprocity -scarcity -authority -consistency -liking -consensus
Psychographics
involves the use of pyschological, socialogical, and anthropological factors to determine how the market is segmented by the propensity of groups within the market and their reasons to make a particular decision about a product, person, ideology or otherwise hold an attitude or use a medium
Self-perception theory
it assumes that we observe our own behavior to determine just what our attitudes are, much as we assume that we know what another person's attitude is when we watch he does
The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.
low involvement
Retail themeing
many stores go all out to create imaginative environments that transport shoppers to fanstasy worlds or provide other kinds of stimulation
Position a product
marketers ability to convince the consumer to consider its product within a given category Ex: orange juice all day, or introduced am pesi did so good that ppl woulnt drink any other time and that product failed
Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior.
mental budget
In store decision making
mental budgets- assign amount but have additional slack amount they are willing to spend on unplanned purchases sell sweets eye level, product through out store, display toward rear of the supermarket and on the left side, unplanned buying- seeing something you realize you need impulse buying: have to have Point of purchase stimuli: free samples ( they elaborate product on display) store environment strong influence on purchasing store diplays important source to decide what clothes to buy
Saleperson role
most important value advice make shoppers choice easier dyadic encounters: two person groups- it's a relationship in which both parties must reach some agreement about the roles of each participant
Freudian Theory
much of one's adult personality stems from a fundamental conflict between a person's desire to gratify his or her physical needs and the necessity to function as a responsible member of society
Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________.
noncompensatory rule
Extended self
objects that we consider a part of us
Myers-Briggs Type Indicator
personality test -extroversion, introversion -sensing, intuition -thinking, feeling -judging (planning/ scheduled way) , perceiving (spontaneous)
Dimensions of emotional states
pleasure and arousal- determin whether we will react positively or negatively to a consumption environment (street riot vs street festival)
Product Categorization
position a product identify competitors create an exemplar product: brands we strongly associate with a category get to call the shots, they define the criteria we use to evaluate all category members locate products in a store
occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.
problem recognition
Search engine optimization
procedures companies use to design the content of websites and post to maximize the likelihood that their content will show up when someone searches for relevant term
M&M allows consumers to put names and works on their candy, this is an example of ________.
product personalization
________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.
psychographics
The psychological dimension of time or how it is experienced is an important factor in what mathematical study?
queuing theory
Neo-freudian theories
read pg 224
Personality
refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment
landscape themes
rely on images of earth, animals Ex. bass pro shop
If products take on masculine or feminine attributes, they are said to be ________.
sex typed
Collective decision making
situation in which more than one person chooses the product or services that mulitple consumers use
Timestyle of groups
social dimensions- time for me, time with/for others temporal orientation- significance attached to past, present or future planning orientation- analytical to spontaneous polychronic orientation - different betwee one thing at a time to mulititasking
The elements of communication
source- message- medium which could be TV, radio and this reaches the consumer then the comsumer would provide feedback
impluse buying
sudden urge she simply cant resist retailers place impluse itmes suchs as candy and gum neat checkout
Self concept
summarizes the beliefs a person holds about his or her own attributes and how he or she evaluated the self on these qualities
habitual decision making
the choices we make with little or no conscious effort
user
the person who actually consumers the product or services
buyer
the person who actually makes the purchase
initiator
the person who brings up the idea or identifies a need
gatekeeper
the person who conducts the information search and controls the flow of info available to the group
influencer
the person who tries to sway the outcome of the decision
Brand personality
the set of traits people attribute to a product as if it were a person
Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior best illustrates ________.
the sunk cost fallacy
Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?
theory of cognitive dissonance
sex-typed products
they reflect stereotypical masculine or feminine attributes and consumers associate them with one gender or another
Low involvement
think-do-feel assumes that consumers initally doesnt have a strong preference for one brand over another, instead he or she acts on the basis of limited knowledge and froms an evalutation only after he or she has bought the prodcut
high inolvment
think-feel-do assumes that a person appriaches a product decision as a problem-solving process first forms beliefs about a productm then she evaluates them, then they engage
motivational research
this approach adapted psychoanalytical interpretations with a heavy emphasis on unconscious motives -ask a select amount of people in depth questions to gage their motivation rather than a large group general questions
5 metaphors that capture perspective on time
time is a pressure cooker-feel under pressure or conflict, analytical in planning time is a map- extensive info search and comparison shop time is a mirror- loyal to product time is a river- spontaneous, present focus, quick frequent shopping trips time is a feast- pursue sensory pleasure and gratification, variety-seeking
Neuromarketing
uses functional magnetic resonance imaging, (fMRI), a brain-scanning device that tracks blood flow as we perform mental tasks to take an up-close look at how our brains respond to marketing messages and product design features
Postpurchase satisfcation
want quality and value
psychological time
we are more likely to be consuming mood at certaine rather than others
expectancy disconfirmation model
we form beliefs about product performance based on our prior experience with the product or communications about the product that imply a certain level or quality ex. if it works, dont think much of it but when it doesn t work then it creates negative feelings
Consistentcy theory
we value harmony among our thoughts, feelings, and behaviors and a need to maintian uniformity among these elements motivates us 268
Trait theory
websites that match people based off of their personality profile -the identifiable characteristics that define a person
Unplanned buying
when he or she is unfamiliar with a store's layout or perhaps he or she is under some time pressure, or see something that reminds shopper she needs it
the digital self
your virtual life and how you display yourself on the internet