MKT 342

50% of females classified single are - engaged to be married, divorced, living alone, living with parents, LIVE WITH OTHERS

Live with others

Barbara is 72 old and widow for almost 3 years and is is labeled as

single by circumstances

What is low involvement learning?

· The consumers have little or no motivation to process or learn the material

Brand Communities

A nongeographical bound community, based on a structure set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use and the firm.

What ____ flow of communication involves opinion leaders for a particular product are who actively seek relevant information from the mass media as well as other sources

Multistep

What is WOM?

Word of Mouth

Maslow triangle - what is self-esteem?

· 4th level, self-worth, accomplishment, and respect. Esteem for oneself and the desire for reputation or respect from others

Understand from a census perspective what a household is considered? What makes up a household?

· A household is defined as all the people who occupy a housing unit

Different family modes model and what it means to define to a segment based on family household

· A household is defined as all the people who occupy a housing unit. A family household is one having at least two members related by birth, marriage, or adoption, one of whom is the householder. A non-family household is living alone or exclusively with others to whom he or she is not related.

What is brand community?

· A nongeographical bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm.

What is Cognitive interpretation?

· A process whereby stimuli are placed into existing categories of meaning

What are occupational categories

· A set of jobs whose main tasks and duties are characterized by a high degree of similarity.

Reinforcement -Learning frequency

· Anything that increases the likelihood that a given response will be repeated in the future.

Understand semantic memory

· Basic knowledge and feelings an individual have about a concept.

What are the 2 basic forms of condition learning?

· Classical conditioning attempts to create an association between a stimulus and some response. Operant conditioning attempts to create an association between a response and some outcome that serves to reinforce the response.

What is consumer generated content?

· Consumer posts online about the brand, company, or product

Singing up to receive an email on a brand website is an example of?

· Conversion

Conversions mean in terms of advertising

· Convert into customers or establish engagement

Understand consumption subcultures?

· Distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product, class, brand, or consumption activity

What is Brand extension?

· Existing brand extends to a new category with the same name

5 factor model of personalities are? Name all 5

· Extroversion, Instability, Agreeableness, Openness to experience, Conscientiousness

Self-referencing

· Indicates that consumers are relating brand information to themselves

What is a decision maker?

· Individual who makes the final decisions

What is expectation bias?

· Individuals' interpretations of stimuli tend to be consistent with their expectations.

Understand reference groups?

· Influence organizational behavior and purchasing decisions. The flow of purchase influence within an industry

Low involvement learning and high involvement learning

· LIL, the consumer has little or no motivation to process or learn the material. HIL, the consumer is motivated to process or learn the material

What is iconic ROTE learning?

· Learning a concept or the association between two or more concepts in the absence of conditioning

What happens when you have the absence of reinforcement?

· Learning frequently occurs but at a slower rate and with a unsignificant impact

Synaesthesia is having a neurological condition that process two or more senses

· Merging of senses that aren't normally connected. Hearing color and seeing sound

What is impression management?

· Misrepresenting the facts in order to win

What is the need for expression?

· Motive deals with the need to express one's identity to others. People feel the need to let others know who and what they are by their actions, which include the purchase and use of goods.

Which of the following is not a criterion in social groups? Traffic, type of contact, NUMBER of MEMBERS, memberships, strength of tie

· Number of Members

Explain why there is a need to categorize. How do we do it? Conscious or subconscious

· People have a need to categorize and organize the vast array of information and experiences they have encountered in a meaningful yet manageable way, so they establish categorize or mental partitions to help them do so. Subconscious

What is Market maven?

· People who have early awareness and high levels of information about the market.

Emotional Intelligence vs IQ

· Person's ability to skillfully use emotional information to achieve a desirable consumer outcome. Intelligence Quotient measures a person's reasoning ability, use information and logic to solve problems.

What is extroversion?

· Prefers to be in a large group rather than alone, talkative when with others, bold

What is traditional memory recall?

· Referred to as explicit memory, which is characterized by the conscious recollection of an exposure event. In contrast, implicit memory involves the nonconscious retrieval of previously encountered stimuli.

What is adaption level theory?

· Suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.

What is an initiator?

· The family member who first recognizes a need or starts the purchase process

What is sensory discrimination

· The physiological ability of an individual to distinguish between similar stimuli

What is an aspirational reference group?

· To those others against whom one would like to compare oneself.

Difference between needs and wants

· Wants are the desire for goods. Needs are necessary to survive.