MKT 402 consumer behavior final (WIP) ADD MORE TO IT

1. reciprocation 2. commitment and consistency 3. social proof 4. liking 5. authority 6. scarcity

Social influence weapons (RCSLAS)

a

15. Which is NOT true about consumers' attention? a. It cannot be divided b. It is limited c. It is selective

Context Effects

Features of the environment that influences consumers' purchasing decision - not usually aware, and it's underestimated by marketers

more

"Nag Factor" video. Why did marketers study how often parents were nagged by their children to buy specific products? Because the _______ that kids nag their parents, the ______ likely the parent is to purchase that product or service

Omni-channel

Multi-channel approach to service that provides a completely integrated customer experience In store, Online, Mobile

Extrinsic Motivation: encouragement from an outside source ex: punch cards Intrinsic Motivation: drive stemming from oneself ex: spa treatments, relaxation

Two types of motivation and examples of each?

1. descriptive 2. arbitrary 3. suggestive 4. narrative

Types of brand names (DASN)

Establish the integration of multiple facts in such a way that the consumer responds to a product offering based on both emotional and rational responses.

Ultimate goal of experiential marketing

It was a big hit but it was too expensive

Ultimately, was the mailer redesign worth it? Why / why not?

when the commitment is voluntary, effortful, made publicly or in writing!

Under what situations does commitment and consistency work best?

Brand names

Communicate message to consumers

b. false

5. T/F: If something is postdictable, it is less likely to be sticky. a. True b. False

goal gradient effect

As you get closer to the reward, you speed up.

meaningful encoding?

Associating active info in short-term mem w other info from long-term mem

schema

Associative network that represents what consumers know about an item. (brand, product, category)

1. Maslow's 2. ASU revised

What are the two hierarchies of needs?

Long-term memory

Where information is ultimately stored. The duration is unlimited The capacity is unlimited

Depth of Processing: (Gold Box Effect)

- shallow: physical structure "Abby rhymes with Crabby" - intermediate: basic analysis "Oh Abby, like Abby Lee Miller from dance moms?" - deep: detailed analysis "Abby, I remember you from Micro-Economics freshmen year. You always used to sit up front with a hat on."

Ethical

-Being loyal, honest, trustworthy, fair, and respectful, etc. are examples of what types of values?

Online retail stores= customer favorites, amazon's choice, best sellers

-Common marketplace examples of Social Proof

It looked scammy, wasn't protective, too many logos, unprofessional

-One of the issues Jack highlighted was with low send-in rates based on the initial mailer he was using. What were some of the issues with this mailer?

1. simplicity 2. unexpectedness 3. concreteness 4. credibility 5. emotions 6. stories

-What are the critical elements of a sticky idea? (SUCCES)

b.

1. T/F: Offering a customer 2 free flights for signing up for an airline credit card is a good way to foster intrinsic motivation. a) True b) False

1. people focus on the elongated/vertical/up and down dimension 2. make people think they are drinking more beer at a bar, when they are actually drinking the same amount. People will think they are drinking less if the glass is short and wide and will order more/drink more -even though they hold the same amount of liquid

1. What is the elongation bias? 2. How can marketers use this?

1. B 2. E 3. S 4. K 5. vowels 6. V 7. Z 8. d, and g

1. _: reliability, relaxation (Bentley, Bed and Breakfast) 2. _: speed (Harley Davidson) 3. Double _: elegance (Swarovski) 4. Hard _: daring, active, great recall (Kombucha? lol) 5. short ______: crisp, small, fast (intel) 6. _: energetic (Verve) 7. _: fast (Zappos) 8. vocal cords vibrate for more luxurious brands= _ and _

reciprocation

1. _______: I feel obligated to give you something in return Door-in-the-face (reject then retreat)

Simplicity

1. ________: Essential core of an idea. The golden rule (treat others as yourself!) Ex: Southwest, the low-fare airlines Uncertainty paralyzes us--Simple ideas alleviate anxiety. The less simple something is, the higher the uncertainty is

sense

1. _________= hair care ads make the ads look like what they should smell like

descriptive

1._______ = describe what it is, hard to trademark, can be limiting (Raisin Bran)

b.

14. Which program ultimately increased learning more for young children? a. Sesame Street b. Blue's Clues c. It is impossible to tell

1. Categories 2. Attributes

2 types of nodes in associative network (CA) 1. __________ which are important for consideration sets 2. ___________ which are important for building attitudes toward brands

arbitrary

2. _______ = tells you nothing about what they do, but easy to trademark (Apple, Hulu)

feel

2. ________ = life insurance commercial making you feel emotions

commitment and consistency; foot; low

2. _________ & _________ : I feel obligated to help after I have already said yes ______-in-the-door ____ Ball= when the terms are changed!

unexpectedness

2. ____________ Ex: Surprise—A bag of popcorn is as unhealthy as a whole day's worth of fatty foods! Ex: the Southwest safety spiel -Surprise must be "postdictable" (surprising in the moment, but looking back on it in hindsight, it makes sense) Ex: Nordstrom fishing pole- hard core Nordstrom employees that are dedicated to customers no matter WHAT -Pain drives filling a knowledge gap. It's painful to be in the unknown

text, personalized emails, chat feature

3 things buyback boss did

think

3. ______= eco dot, Iphone X, show you what you could use it for

suggestive

3. _________ = coined words: hybrids of real words (Verizon, Spotify)

concreteness

3. __________= how true it sounds based on memorable characteristics Concrete things people can grasp on to—ice filled bathtubs, apples with razors Ex: Until it reaches a "hearty consistency" vs. 8 mins. Ex: Brown eyes blue eyes experiment—Riceville Iowa specific details = believability

social proof

3. _____________ _______: I feel obligated because everyone else is doing it

E. Relate

4. A new ad campaign for the United Way focuses on raising awareness of poverty in people's own communities. THis campaign tries to link people's emotions to the needs of others. What type of experiential campaign would this be an example of? A. Sense B. Feel C. Think D. Act E. Relate

act

4. _____= Nike just do it advertisement

narrative

4. ________ = names around a narrative, with a lot of money, the name can be anything (Pandora)

liking

4. _________: I feel obligated because you gave me a compliment/you're similar to me

credibility

4. _________= "Where's the Beef?" Give people stuff they can test for themselves (free, 30-day trial) "Before you vote, ask yourself if you are better off today than you were 5 years ago" Give local addresses to folk legends (vivid details boost credibility) Ex: "Highbeams" - made more believable by being set in her hometown Ex: Free trials: Makes people see for themselves and supply their own answer—feels more credible coming from themselves.

1. Sense 2. Feel 3. Think 4. Act 5. Relate

5 strategic underpinnings of Experiential marketing (SFTAR) 1. 2. 3. 4. 5.

E. None of the above

5. Which of the following is an example of deep culture? A. In Arizona, air conditioner is a staple in every house B. In Europe, smaller and more efficient cars are more prevalent than large vehicles C. ASU is a biking campus D. B and C E. None of the above

emotions

5. _______= Make people feel something Ex: Disgusted by popcorn, a black lung Identifiable victim effect→Show 1 victim rather than groups, Truth campaign Generate self-interest—explain the benefit of the benefit→"You will feel better by doing this thing"

authority

5. _________: I feel obligated because you are an authority figure

B. False

6. In a high power distance nation, a factory worker would feel reasonably comfortable speaking about poor working conditions to his boss. A. True B. False

d.

6. The popular 2001 Usher song, "You Remind Me," describes how Usher is hesitant to embark on a relationship with another young woman because she reminds him so much of his ex-girlfriend. Usher sings, "You remind of a girl, that I once knew. / See her face whenever I, I look at you. / You won't believe all of the things that she put me through. / This is why I just can't get with you." Usher's hesitation is an example of what common decision making heuristic? a. The Compromise Effect b. Availability c. Anchoring and Adjustment d. Representativeness

scarcity

6. ________: I feel obligated because there is only a matter of time/objects left!

Stories

6. ________= get people to act on our ideas Mentally rehearsing a situation helps us perform better when we see that situation in the physical environment Want to provide stimulation (Knowledge about how to act) and inspiration (motivation to act) Visualizing a process or past event (vs. the outcomes) is beneficial Stories put knowledge into a framework that is more lifelike Ex: Chicken soup for the soul

b.

9. Your friend claims that he is addicted to Chapstick because his lips get dry and cracked as soon as he stops using it and they feel better when he applies it again. This is an example of: a. Punishment b. Negative reinforcement c. Positive reinforcement d. Shaping

perceptual map

A graphical representation of how customers perceive brands.

B. the consumer is exposed to the new perfume many times, but does not remember seeing it.

A popular company has decided to advertise one of their perfumes through product placement in an upcoming romantic comedy, and wants to know how to make the placement most effective. Which of the following scenarios would MOST make a consumer likely to purchase the new perfume? A. the consumer is exposed to the new perfume many times and remembers seeing it B. the consumer is exposed to the new perfume many times, but does not remember seeing it. C. the consumer is exposed to the new perfume a few times, and remembers seeing it D. the consumer is exposed to the new perfume a few times, but does not remember seeing it

1. larger;bigger 2. smaller;smaller

According to Weber's law: 1. The ______ the product the _________ the change needed for people to notice. 2. The ______ the product the _________ the change needed for people to notice. 1. larger;bigger 2. smaller;smaller

concreteness

Apples with razors and ice filled bathtubs=

The prototype and "better" examples of categories tend to be included more easily in consideration sets.

Are prototypes more or less likely to be included in consumers' consideration sets?

subliminal, supraliminal, used not mentioned, used and mentioned, sponsorship, product integration

Arrange the spectrum of product placement in the order of subtle to blatant supraliminal, product integration, used not mentioned, subliminal, used and mentioned, sponsorship,

The more specific you are the better!

Attitude-behavior match—how might this influence how you ask consumers questions?

recognize your bias (take the test), be aware and motivated to change "Why am I thinking this way?", give your undivided attention, get exposure to others UNlike you; counter stereotype, be awkward Build enough positive associations within this behavior so that individuals have no other option other than to associate people of different races with positive attributes.

Based on the Gladwell reading, what can weaken implicit bias?

concreteness

Brown eyes / blues eyes experiment = ________

yes; creative; honest; more; more

Can brands shape our behavior? ____! Ex: Apple makes us more _______ Disney makes us more _____ compared to those primes with E network People who didn't notice the Dasani bottle were _____ likely to pick the Dasani bottle. The more times they were exposed to Dasani, the ____ likely they were to choose Dasani.

No

Can you change your score on the IAT by taking it multiple times?

Stories

Chicken soup for the soul=

UCS= hot woman UCR= liking of hot woman CS= beer CR= beer is associated with hot woman. I like hot woman so I'll like beer

Classical conditioning in beer ads UCS= UCR= CS= CR=

Phonemes; bromley; frosh

Consumers have links between raw sounds of vowels and consonants and specific meaning and emotions Letters such as B, E, Double S, Hark K, short vowels, V, Z, vocal words (d, g, v, z) This is called what? Brimley vs Bromley - ________ rated higher on perceived legroom and much more for a car brand Fresh vs Frosh - _______ rated higher, creamier, smoother, richer ice cream

difference; preference

Discrimination taste test help us determine if people can tell the _________ between brands, but it doesn't show ___________

Reciprocity

Door in the face / reject then retreat is which type of weapon?

concreteness (photos), emotions (intensity of feelings), stories (it was a narrative), unexpectedness (you didn't expect this lady to go so crazy).

Elan Gale story factors of stickiness:

He passed notes to a rude woman on an airline flight and communicated everything live via Twitter. Took pictures of the notes, called out U. S. Airways, gave believability.

Elan gale story what happened

make stimuli personally relevant, surprising, and easy to process

Essay question 3 ways to get consumers attention

consists of customs, rituals, laws used to maintain orderly social life

Examples of ecology and social structure from ASU / Arizona?

1. Reminder messages- for oil change 2. Family life cycle- dorm room stuff 3. Changing reference groups- American Eagle to Banana Republic 4. Boredom- crazy flavors of Snapple

Four triggers of need recognition? (RFCB)

1. Mcdonald's Super Size Me came out so in response they have carrots and apples now. 2. Got milk? Milk companies came together to change the perception of the milk industry.

Give 2 examples of a company using advertising to change or generate links?

culture

Goya foods took a ______ first approach to marketing

evident

Homeplus successful in south korea because it focused on leveraging the (evident/deep) culture in the area. Answer=

That the more related it was to the specific hotel room and other guests helping out in terms of saving the environment by using towels, the more likely people were to do it.

Hotels example: signs that read help the environment, join other hotel guests, same room guests. Was it more effective to emphasize the: Importance of saving the environment? Or the fact that other people are doing it? What did they find?

brand

How are taste tests helpful? Taste tests can help determine ______ strength: Is it taste or perceptions that are driving sales? If not preferred brand by taste but sales are high, you know you have a good brand image. If preferred brand by taste but low sales, you know you have a bad brand image

Coherently Consistently paying

How can companies manage customer experiences? _______ (in an integrated way) ________ over time By ________ attention to detail

slow; buy

How can music affect consumption / sales; consumer processing? Affects pace of people walking through store Affects sales, ______ music = more sales when people are less rushed, calm and go slow, they are more likely to ___ more

It led to a 12% increase in send in rates by improving customer attention through packaging more sturdy, trustworthy, easy to use, on brand, and memorable. But this ended up costing to much so they stopped this and instead they increased attention through their website's chat feature, their personalized follow up emails, or thier personalized text messages to customers to guide them throughout the process.

How did Jack Wight's Buyback Boss interventions improve consumer attention to raise send-in rates?

physical surroundings, technology used to negotiate ecology

How does ecology and social structure shape evident culture?

People associate apple with being creative and innovative.

How does the Apple logo influence creativity?

u multiply brand importance by brand evaluation for each then add the vertical columns for each store then u make a separate vertical column that calculates the differential between the stores

IN MAAM how do u calculate importance?

Emotions

Identifiable victim effect

b.

If a company wanted to decrease the volume of their soda can slightly while maintaining the same price, this would be an example of them taking advantage of the _______________. a. Elongation Bias b. Just Noticeable Difference c. Classical Conditioning d. Weber's Law

Bystander effect

If no-one acts, onlookers may believe others believe action is incorrect, and may therefore themselves refrain from acting. EX: everyone assumes that someone else has called 911 when they all see an accident, which leads to no one calling 911. If no one helps after an accident, people will believe that is the correct thing to do. Social Proof!

exceed; fall below

If u want consumers to notice a change, ________ the just noticeable difference. If u don't want consumers to notice a change ______________ the just noticeable difference.

UCS: Cee-Lo Song, UCR: Liking, CS: Gap, CR: Liking

In a commercial, the Gap pairs a Cee-Lo song with their brand. What is the UCS, the UCR, the CS and the CR?

UCS: Madonna Song, UCR: Liking, CS: Gap, CR: Liking

In a commercial, the Gap pairs a Madonna song with their brand. What is the UCS, the UCR, the CS and the CR?

Subway because people associate the food there as healthier which leads them to eat more there because of the perception that healthy food = low calories.

In what restaurant are people more likely to underestimate calorie content (Subway or McDonald's)? Why?

Labels improve people's views when describing beers and make people able to differentiate them more. People couldn't tell the difference between beers according to blind taste test results. Labels improve the overall taste of beers because they associate it with quality due to marketing efforts of companies.

Influence of labels on taste of preferred beer and taste of beers overall

Waitresses mimic and repeat your order bc they are more likely to get a tip

Influence of mimicry on tip amounts, likelihood of purchase

Any of the following advertisements, in store, freebies, social media, product placement, word of mouth, non-traditional locations for brand placement

List 3 ways to get exposure

elongation

Marketers can use the __________ bias to understand that people associate size with their perception of getting more. So they are more inclined to be satisfied from receiving a tall drink than a short wide one.

green

Nabisco SnackWells: _______ = healthy, fresh

hierarchy

Needs are arranged in a _______, most pressing at the bottom, least at the top

The mere exposure effect

People have a preference for something just because they are familiar with it (ex: hydro flask bc you see so many of them around) consumers like products they have seen many times

placebo effect

People's tendency to think that one wine will taste better than another because its a higher price. Another example of it is when people think higher priced pain pills will work better.

preferred

Preference taste test shows us if one brand is ________ to another

Yes to both

Product placement: Do the number of exposures matter? Does whether or not you remember seeing the product matter?

Consideration set

Set of brands that a consumer is likely to make a decision to buy from one of them and will consider for a purchase. The most powerful thing it's derived from is an Evoked set (memory).

a.

Surveys sent by mail often have low response rates. Which technique is likely to be more effective in increasing the number of responses: (a) Including a "gift" check for $5 with the survey. (b) Offering to send respondents $5 after they have returned the survey. (c) Both a and b will be equally effective (d) Neither a nor b will be effective

proximity, similarity, symmetry, figure-ground, closure

The Gestalt laws include (P,S,S,F-G,C)

absolute threshold; just noticeable difference

The minimum amount of ingredient u need to add to a cake make people notice a difference is the ___________________________. The minimum amount of ingredient u need to add to a cake to differentiate itself from another cake is the ___________________.

subliminal

The most hidden types of ads in terms of the spectrum of product placement are what?

When to use related rewards?

Use this when people already like it and the reward is related to behavior & when people do not like it and reward is not related to behavior

increase; unaware

The probability of choosing a brand will ________ with the number of brand exposures when the consumers are __________ of the exposure

product integration

The television show Friends where they advertised the store shown in class was what type of product placement?

1. titles 2. clothing 3. expensive

What are 3 symbols that can enhance authority? 1. _____ - name tags 2. _____ - lab coats 3. ______ possessions

1. Make stimuli (ads) personally relevant 2. Make stimuli (ads) surprising 3. Make stimuli (ads) easy to process

What are 3 ways to get consumers' attention 1. Make stimuli (ads) _____________ _________ 2. Make ads ________________ 3. Make ads __________ _____ _____________

borderline unethical

What are concerns with the marketing of energy drinks, cereals to kids, payday loans, multi-level marketing programs, for-profit colleges?

1. consistent 2. respect 3. reflect 4. compatible 1. visibility 2. generality 3. legacy

What are four key questions to ask yourself regarding how to tackle ethical issues? 1. Is the action _______ with the your basic duties? 2. Does it _______ the rights of affected parties (i.e., stakeholders) 3. Does it _______ best practice? 4. Is it ________ with your own deeply held commitments? Within the four key questions, what is meant by 1) visibility, 2) generality, and 3) legacy? _______= Okay with this on the front page of the paper? ________= Okay if everyone did this? __________= Proud to tell my kids about this?

1. How strong the response to the UCS is- a super popular song vs not so much. 2. Uniqueness of pairing- make sure you're not copying someone's song 3. Number of pairings- the more often you see it paired, the quicker it will take place 4. Consistency of pairings- the more you see the 2 paired the better it works (1 gap commercial with a song and another with a diff one won't work).

What are the four factors that determine classical conditioning effectiveness?

1.How strong the response to the UCS is- a super popular song vs not so much. 2. Uniqueness of pairing- make sure you're not copying someone's song 3. Number of pairings- the more often you see it paired, the quicker it will take place 4. Consistency of pairings- the more you see the 2 paired the better it works (1 gap commercial with a song and another with a diff one won't work).

What are the four factors that determine classical conditioning effectiveness?

Top to bottom: 1. Philanthropic, 2. ethical, 3. legal, 4. economic

What are the four steps of the pyramid of corporate social responsibility? (PELE) 1. 2. 3. 4.

Email subscription, live chat, text

What are the new features that Buyback Boss uses to engage their customers and increase send-in rates?

ASU's is more focused on evolution and you want one of the needs at the same time as the others

What are the two main differences between Maslow's and the newest ASU version?

get people okay with the idea of drinking recycled water through changing the weights of values.

What are ways that you can make an attitude more favorable? How does this apply to the "tap to toilet" reading?

When u use focus groups and managers' judgments to determine attributes. U plot most important attribute of comp on X-axis and 2nd most important on Y-axis U plot consumers' preferences regarding their ideal product and u plot consumers' perceptions of existing products

What do Attribute-based perceptual maps tell us?

To do it u get people to rate brands on their similarity where the distance between brands on perceptual map relates to perceived similarity. There is no criteria on the x or y axises in similarity perceptual maps so people purely group companies in terms of what they feel. U just make customers rate ur company in relation to other companies in terms of the market they're serving in comparison to u. The ratings TELL U people's perception of ur brand in relation to ur competitors.

What do Similarity-based perceptual maps tell us?

Influences subsequent attitudes and behavior, Refers to associative networks

What do all priming effects have in common?

Focus on experience something provides

What does it mean to market holistically?

People who were shown the sign of others who stayed in the same room and helped had a higher percent of reusing towels. "join your fellow guests in saving the environment and reuse your towels"

What happened in the Hotel Experiment?

higher; greater

What is Weber's law? (7-11 soda size cup example) The _____ the initial level of an attribute, the _____ the amount that attribute has to change before people will notice the difference (7-11 soda changed 12 oz the first time, but had to go more the 2nd change at 20 oz).

Disney

What is a good example of a company that provides an excellent omni-channel experience

the face of something for example when u think of dogs u 1st think of golden retriever

What is a prototype?

Uber and uber eats

What is an example of a rewards structure that expands the repertoire of purchases

Pregnancy tests being positioned as hopefuls and fearfulls (Hopefuls being most trusted, simple, etc. and fearfulls being accurate and peace of mind)

What is an example of the same product being positioned to two different segments of consumers?

Divisibility is the reward-redemption opportunities a program provides Low divisibility is when the requirements of rewards are so high that people are deterred from wanting to do them. Customers want high divisibility so they can keep track of points and because it makes them more likely to get an award and thus, reduce award waste.

What is divisibility of rewards?

when u don't know something in class but no one else has any doubts so u don't ask about it The weapon it relates to is social proof

What is pluralistic ignorance? What weapon does it relate to?

Simply thinking about a concept activates related concepts in memory

What is priming?

Stimulus itself, the mental processes activated by the stimulus, the behavior that occurs as a result

What makes something unconscious? What do consumers need to be unaware of? Traditional views assume that consumers are largely conscious thinking machines and that they are aware of what they are doing. But there is evidence to suggest that many processes take place unconsciously

social proof

What social influence was werther effect (suicide trend rising because it was being shown on news)

Reciprocity

What weapons are free samples associated with?

Red box, interactive space on the bottom of the box for customers to write, pen, inserts (stickers, protective pad)

What were some of the elements of the mailer redesign that were employed?

After. You've already committed, there is no turning back now so you have to believe in what you got!

When are people most confident in their choice before or after placing bets?

Part-List cuing

When retrieving brands from long-term memory to short-term memory, it is easier for consumers to think of just think of a few main brands they are exposed to and harder to think of additional brands. Involves repeatedly presenting names of a few brands to increase prominence. Makes it more difficult for consumer to think of additional brands as a result of it Ex: customer thinks of just Verizon and at&t for phone plans because those two are compared to and talked about the most. It is good for competitive advertising but bad because it can lead to limited and bad choices for the consumer.

A. Evident

When you travel to a foreign country, you typically observe the _________ culture in the area. A. Evident B. Deep culture

In memory in Associative Networks

Where are Needs and Goals stored?

They attempt to make their ads personally relevant to consumers and show them how much better their lives would be if they took their drug. There are concerns because the ads are a bit deceiving and because there may be other alternative solutions people can utilize that are less expensive.

Where do drug ads fit in? Why are there concerns?

They attract consumers because they make people want to stay tuned or complete something they find interesting. A good example of this is cliffhangers.

Where do incomplete stimulus/puzzles fit in

Success: Easy to access, clear buttons, calls to action Unsuccessful: app and mobile site not mobile friendly, frustrating for customers

Where has PetSmart been successful in the omni channel experience? Where has it been unsuccessful?

Short-term memory

Where information is processed. The duration is limited, about 15-30 seconds. The capacity is limited about 7 + or - 2 units of information

Credibility

Where's the beef

people believing that american airlines is good because attitudes need valence= positive/negative component

Which of the following is an example of an attitude

D. Paying for concert tickets and apparel before arriving to the concert

Which of the following would Chase and Dasu most likely encourage based on their findings? A. having customers at a hotel pay for items in the mini bar as soon as they consume them B. not giving people option to choose flavor of toothpaste at dentist C. Frequently changing the check in procedure at a hotel D. Paying for concert tickets and apparel before arriving to the concert

made to look like junk food, it makes them more appealing.

Why are baby carrots packaged like potato chips?

because the value of the coins are bigger in their minds anyway making the size of the coins go up.

Why are poor children more likely to perceive coins as larger?

it fosters rapport and prosocial behavior

Why are we conditioned to mimic others?

similarity

Why do we categorize? so much info around us, we must do so by ___________.

Undeveloped cognitive abilities, preying on their needs, teach children materialism, they do not understand cost

Why is it problematic to advertise directly to children? ________ cognitive abilities _________ on their needs teach children _________ they do not understand _____

The company applied oneness to america. They failed to account or take under consideration that just because they had success with their packaging policies in another country did not mean they would have the same type of success here using the same exact strategy. When they used their same packaging policies for produce for example, people associated it with being less fresh since they didn't pick it out for themselves despite it just being an effort to reduce costs. This was deep and evident. Deep= people have a deep association about grocery stores in america

Why was Fresh & Easy unsuccessful? Based on evident culture? Based on deep culture?

The company applied oneness to america. They failed to account or take under consideration that just because they had success with their packaging policies in another country did not mean they would have the same type of success here using the same exact strategy. When they used their same packaging policies for produce for example, people associated it with being less fresh since they didn't pick it out for themselves despite it just being an effort to reduce costs. This was evident culture.

Why was Fresh & Easy unsuccessful? Based on evident culture? Based on deep culture?

nodes

Within the associative network, consumers store concepts, feelings, and events in _______. Associative links connect the __________ to organize the knowledge.

subliminal, supraliminal, used not mentioned, used and mentioned, sponsorship, product integration

Write down the spectrum of product placement in the order of subtle to blatant

heat;cool

Yellow, orange, red = _____ of sun or fire Blue, green = _____ness of leaves, sea and the sky

Feelings of Familiarity:

_____ ______ ____= confusing familiarity with positive qualities

Source Confusion

______ _______= misremembering where the info came from (WebMD, POM drinks)

links

______ in a network are created through knowledge and experience, when one is activated, that can link to another (train of thought)

happy; sad

______ mood increases spontaneous purchases ____ makes people process more carefully

Deep

______: underlying aspects of a culture (values, views of the world, beliefs)

Evident

______= things that can be observed and described (customs, language, behavior)

implicit

_______ bias= Our associations on an unconscious level. We do NOT choose these associations

cool; blue

_______ colors: soothing and rallying. ______ shown to calm consumers

unconscious

_______ influences don't shape our behavior when we know what we want/choices that are made deliberately (brand loyalty) - if you really want a steak, no matter how many McD's you drive by on your way to the steak house, you are not going to change your mind

low; stronger

_______ self-monitors: don't care what people think, ____________ link between attitudes and behaviors

Heuristics

_______= mental shortcuts that help consumers simplify their decision making tasks.

anchoring and adjustment

________ & _________: People make estimates or decisions starting from an initial value, the anchor, then adjust. Ex: Is the boiling point of Mt. Everest 50 degrees? Is the boiling point 500 degrees? People will most likely only adjust their answer a little from what the original person asked.

compromise

________ Effect: A target product appears more attractive when it is viewed as a "good compromise". Basically, people choose the middle option. Ex: picking the middle of the road kindle because the more expensive one is unnecessary.

warm; red

________ colors: encourage activity and excitement, _____ shown to stimulate the senses

unconscious

________ influences don't shape our behavior when we know what we want/choices that are made deliberately (brand loyalty) - if you really want a steak, no matter how many McD's you drive by on your way to the steak house, you are not going to change your mind __________ influences are helpful when: Have close competitors, Consumers aren't thinking too hard about their decisions, When there isn't brand loyalty Ex: Bounce vs Snuggle dryer sheets

high; weaker

________ self-monitors: will read the crowd, ______ link between attitude and behavior.

Availability

________= Easily brought to mind and rely on frequency or likelihood. Ex: Allstate Mayhem commercials remind people that an accident could occur and happen frequently. People are then more likely to buy expensive car insurance as a result.

bystander

_________ effect. If no-one acts, onlookers may believe others believe action is incorrect, and may therefore themselves refrain from acting. its part of Social Proof!

representativeness

_________: Used to understand unfamiliar things. Making predictions based on perceived similarities between a specific target and a general category. Ex: Private label brands (generic cereal) can appear representative of name brands. - usher song

relate

_________= makes things meaningful in a broader context

Exposure

__________= process by which consumer comes into physical contact with a stimulus

Attraction

___________ Effect: A good brand looks even better when an inferior brand is added to the consideration set. Ex: For movie tickets, having a regular be $10 and an Imax ticket be $17 can deter people. Adding in a decoy option of $16.50 for a curved screen makes the $17 seem more do-able. This makes people more likely to choose the expensive option.

culture

___________= Learned set of shared meanings, rituals, norms, and traditions that are shared among members of an organization or society

external; internal

____________ locus of control= "things just happen to me, out of my control. Life happens that causes us to not act on our preferences. _____________ locus of control= "I create the things that happen to me" Stronger link between attitudes and behaviors.

Gestalt laws

______________ involves innate laws of organization Its how u organize/design shapes in terms of peoples associations upon seeing them.

The associative network

______________ is how memory is organized in long term memory.

elongation bias

_______________ is when people focus on the elongated dimension. Ex: people drinking from a taller glass of water feel that they're getting more than people drinking from a short wide glass of water elongation bias

Self-monitoring

_________________= How people monitor how others view them

nodes

associative links connect the ________

negative reinforcement because baby crying= bad and changing diaper= good

babies quickly learn that crying makes their parents change their diapers this is what?

credibility

better off today than u were 4 years ago quote is what

feel any more full because there was no recognition that they were eating more. Since they were unaware that their bowl was being refilled and that they were eating more, they did not associate a regular bowl of soup with a refilled one because their minds had not made that distinction. The results indicated they did not feel more full or like they were eating any more, because there were no obvious indicators for them to realize what was going on.

bottomless bowls experiment found that people did not what?

modeling

diff times in a mag you see someone wearing an outfit and they tell you how you can look like this. It benefits consumers because we can understand benefits without taking on the cost.

the issue was their original package for people to put phones in looked like too much of a scam and was too flimsy where phones could get damaged. The company changed packaging to a box people could write feedback on and looked more trustworthy. this increased send in rates but it was too expensive. So they switched to having users sending their own box and just including live support chat on their site, emails, and text messaging instead.

essay question buyback boss

b. low

for whom is the attitude behavior link likely to be stronger a. high b. low

build commitment through choice

having patrons choose where they wanna sit when entering restaurant is an example of what chase and desu principle

LESS

heuristics are most likely used for _____ important decisions, when available info increases, and there are more choices. Allows for efficiency but can also lead to oversimplification and overlooking important info.

B; false because= high= u change based on env. and low= no filter u dont care about wat env. does

high self monitors have stronger link between attitude and behavior than low self monitors A. true B. false

Answer= both phone A and B because in this case u have compromise and attraction effect

how will this affect sales phone A= price is same with fewer apps phone B= higher price but same apps phone C= in the middle

operant conditioning

how you can alter a behavior by focusing on the consequences.

less likely to occur

is classical conditioning more or less likely to occur if consumers are unfamiliar with the unconditioned stimulus

green m and m's symbolized death and disgust Or the one where in a country, what you put as the picture of a product represents what is inside the container. So you can't put a baby on baby food containers? Or india grocery stores

name a bad example of marketing affecting culture

Figure-ground

one part of the stimulus will dominate (the figure) while the other parts recede into the background (ground)

visual cues

people continued eating from bottomless soup shows they rely on ___ __ to determine when they're full

Generation Effect

put answers into your own words to better remember. Create your own answers. Ex: blues clues asking viewers questions also Sesame Street. They increased learning because they gave kids the chance to answer questions for themselves

False Memories

remember items or events that never happened (Bugs Bunny at Disney)

productivity

scent can increase worker _________ Ex: Bookstore and coffee shop smell Quality suites - recognize Febreze associates with cleanliness Smells like clean spirit study People were 35% likely to list a cleaning activity in scent condition People were 3.5x more likely to remove crumbs after eating biscuit in scent condition

postdictability

something surprising in the moment, but looking back on it in hindsight, it makes sense

Evident; ecology

the fact u see people in AZ wearing sandals all year long is an example of a (deep or evident) culture, particularly reflecting (ecology or social structure).

Weber's Law

the higher the initial level of an attribute, the greater the amount that attribute has to change before people will notice the difference.

convex rewards

the more you shop at Frys, the better the rewards should be.

1. Discrimination 2. Preference

what are the 2 different kinds of taste tests?

Used to learn how brands in the market are perceived, learn what's desired by consumers and whether those desires are being fulfilled, and to construct a model for predicting consumer preferences and market share for new or modified products

what's a perceptual map used for?

exposure; attention

what's the difference between exposure and attention? _________ involves pre-attentive processing which is when ur exposed to something but not thinking about it. _________ involves pertinence analysis which is when u are thinking about it.

Positive reinforcement

when a consumer engages in behavior, something good happens. (fly American again after getting upgraded to first)

closure

when an object is incomplete, people perceive the whole by filling in the missing information

category namesake

when brand becomes synonymous with category itself (Kleenex, Q-Tip).

Punishment

when consumer engages in behavior, something bad happens. (get a bad steak from Cheesecake and never return)

Negative reinforcement

when consumer engages in behavior, something bad stops happening. (Advil takes headache away, use it again next time)

proximity

when objects placed close together are perceived as a group.

similarity

when objects that look similar to one another are perceived as a group

endowed progress

when u give customers a head start on ur rewards program. A little push to get things moving. It's used when the customer first starts using the rewards program. Ex: 2 stamps to get them started

native advertising

when u use another company's website that's already popular and trusted by users to show your own content to get it out there. Usually the ads will say sponsored but sometimes not. It works by allowing companies who wouldn't otherwise be found to be found through paying to be showcased on another popular outlet for consumers Ex: The sponsored scientology content on the Atlantic article

symmetry

when we look at certain objects, we see them as symmetrical shapes that form around their center.

e

which leads to increased liking a. flattery b. significant similarities c. superficial similarities d. both a and b e. all of the above

collectivistic

within american culture working class students have shown to be more (individualistic, collectivistic, long-term oriented, or masculine) than upper class students?