Test 2 Consumer Behavior

store image

a stores personality

allegory

a story told about an abstract trait or concept that has been personified as a person, animal, or vegtable

nudge

a subtle change in a person's environment that results in a change in behavior

new task

a task that requires a great degree of effort and information search

default bias

a tendency in decision making that makes it more likely for people to comply with a requirement than to make the effort not to comply

Anthromorphism

Giving human traits to non-human things

reader-response theory

Role of the reader interpreting a story rather than just relying upon the authors version.

low-involvement hierarchy

assumes consumers initially doesn't have a strong preference for one brand over another (think, do, feel)

multiattribute attitude models

assumes that consumers' attitude toward an attitude object depends on the belief they have about several of its attributes

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

attitude

Internalization

attitudes are difficult to change because they are so important to us

ego-defensive function

attitudes we form to protect ourselves from external threats or internal feelings

quality management (TQM)

complex set of management and engineering procedures that aims to reduce errors and increase quality

Researchers agree that there are various levels of commitment to an attitude. The lowest form of involvement is ________.

compliance

atmospherics

conscious designing of space and its dimensions to evoke certain effects in buyers

balance theory

considers how people perceive relations among different attitude objects, and how they alter their attitudes so that these remain consistent

foot-in-the-door technique

consumers are more likely to comply to a big request if they agree to a smaller one first

time poverty

consumers feel they are more pressed for time then ever before

recommerce

consumers want to squeeze more value out of their possessions by selling or trading them

diclaimers

content at the end of a commercial that supplies additional info the advertiser is required to give

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.

credibility and attractiveness

value-expressive function

relate to the consumer's self-concept or central values

utilitarian function

relates to rewards and punishments

sharing economy or collaborative consumption

renting instead of buying. WEbsite that allows other to use your old stuff

lifestyle segmentation typologies

research projects that cluster a large group of consumers into a set of distinct lifestyle groups

retail theming

strategy where stores create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation

consumer satisfaction/dissatisfaction (CS/D)

the overall attitude a person has about a product after it has been purchased

buying center

the part of an organization charged with making purchasing decisions

organizational buyers

the people who purchase products and services for use in business

open rates

the percentage of people who open an email message from a marketer

M-commerce

the practice of promoting and selling goods and services via wireless devid=ces including cell phones, PDAs, and iPods

core values

the primary or dominant values that are accepted throughout the organization

Search Engine Optimization (SEO)

the procedures companies use to design the content of Web sites and posts to maximize the likelihood that their content will show up when someone searches for a relevant term

Information search

the process by which we survey the environment for appropriate data to make a reasonable decision

normative influence

the process in which a reference group helps to set and enforce fundamental standards of conduct

enculturation

the process of learning the belief and behaviors endorsed by one's culture

acculturation

the process of learning the value system and behaviors of another culture

product placement

the process of obtaining exposure for a product by arranging for it to be inserted into a movie, tv show, or some other medium

accommodative purchase decision

the process of using bargaining, coercion, compromise, and the wielding of power to achieve agreement among group members who have different preferences or priorities

identity negotiation

the process that occurs when both participants in an encounter reach an agreement about the role of each person (buyer vs seller)

sleeper effect

the process whereby differences in attitudes change between positive and negative sources seem to diminish over time

kin-network system

the rituals intended to maintain ties among family members, both immediate and extended

situational self-image

the role a person plays at any one time

social media

the set of technologies that allow users to create content and share it with a large group of other people

showrooming

the shopping practice of coming into retail store showrooms to check out merchandise and prices but instead buying from an online-only cheaper stores

behavioral economics

the study of the behavioral determinants of economic decisions

counterarguing

the tendency for consumers to think of reasons why they should not believe a message

martyrdom effect

the tendency for people to donate more to a cause if they also have to sacrifice something or experience discomfort

loss aversion

the tendency for people to hate losing things more than they like getting things

mere exposure phenomenon

the tendency to like persons or things if we see them more often

transmedia storystelling

the use of a mix if social media platforms to create a plot that involves consumers who try to solve puzzles or mysteries in a narrative

spokescharachters

the use of animated characters or fictional mascots as a product representatives

psychographics

the use of psychological, sociological, and anthropological factors to construct market segments

framing

the way an issue is posed; can affect decisions and judgements

juggling lifestyle

working mothers' attempts to compromise between conflicting cultural ideals of motherhood and professionalism

long tail

no longer need to rely on big hits to find profits

dyadic encounters

two person groups

two-factor theory

2 seperate psychological processes are operating when a person is repeatedly exposed to an ad: repetition increased familiarity and thus reduced uncertainty about the product, but over time boredom inc. with each exposure, and at some point the amount of boredom incurred begins to exceed the amount of uncertainty reduced, resulting in wear-out

theory of reasoned action

A theory suggesting that the decision to engage in a particular behavior is the result of a rational process in which behavioral options are considered, consequences or outcomes of each are evaluated, and a decision is reached to act or not to act. That decision is then reflected in behavioral intentions, which strongly influence overt behavior.

fear appeals

Attempting to change people's behaviors by use of a message that induces fear.

activity stores

Letting consumers participate in the production of the products or services they buy there

value system

The relative importance or ranking of universal values

guerilla marketing

Unconventional marketing campaigns that place unusual messages in places where consumers don't expect to encounter advertising

source credibility

a communication source's perceived expertise, objectivity, or trustworthiness

bounded rationality

a concept that states bc we rarely have the resources to weigh every possible factor into a decision, we settle for a solution that is just good enough

more

a custom with a strong moral overtone

satisficing solution

a decision strategy that aims to yield an adequate solution rather than the best solution in order to reduce the costs of the decision-making process

prospect theory

a descriptive model of how people make choices

communications model

a framework specifying that a number of elements are necessary for communication to be achieved including a source, message, medium, receivers, and feedback

buyclass theory of purchasing

a framework that characterizes organizational buying decisions in terms of how much cognitive effort is involved in making a decision

attitide

a lasting general evaluation of people (including oneself), objects, advertisements, or issues

resonance

a literary device, frequently used in advertising, that uses a play on words (a double meaning) to communicate a product benefit

humor appeals

a marketing message that relies upon humor to sell a product

synoptic ideal

a model of spousal decision-making in which the husband and wife take a common view and act as joint decision-makers, assigning each other well-defined roles and making mutually beneficial decisions to maximize the couple's joint utility

dadvertising

a new trend that depicts fathers as wise and benevolent in advertising

custom

a norm that controls basic behaviors, such as division of labor in a household

lifestyle

a pattern of consumption that reflects a person's choices of how to spend his or her time and money

brand loyalty

a pattern of repeat product purchases, that involves a conscious decision to continue buying the same brand

high involvement theory

a person approaches a product decision as a problem-solving process (think, feel, do)

psychological time

a person's subjective evaluation of the passage of time, which may not correspond closely to the actual time elapsed

personality

a persons unique psychological makeup. Consistent patters of response to his/her environment

source derogation

a possible downside to comparative advertising because the consumer may doubt the credibility of a biased presentation

home shopping party

a selling format where a company representative makes a sales presentation to a group of people who gather at the home of a friend or acquaintance

knowledge structure

a set of beliefs and the way we organize these beliefs in our minds

belief system

a set of principles or tenets which together form the basis of a religion, philosophy, or moral code.

Plinking

act of embedding a product or service link in a video

instrumental values

actions we need to take to achieve the terminal values

AIOs

activities, interests, opinions

celebrity endorsements

advertisements that use an expert or celebrity as a spokesperson to endorse the use of a product or service

independence hypothesis

affect and cognition are seperate systems so its not necessary to have a cognition elicit an emotional response

ABC model of attitudes

affect, behavior, cognition

evoked set

alternatives a consumer knows about

consideration set

alternatives that are considered acceptable for further consideration in decision making

persuation

an active attempt to change attitudes

subjective norm

an additional component to the multiattribute attitude model that accounts for the effects of what we believe other people thinks we should do

attitude accessibility perspective

an attitude will guide the evaluation of the object but only if a persons memory activates it when she encounters the object

social shopping

an emerging form of e-commerce that allows an online shopper to simulate the experience of shopping in a brick-and-mortar store

cognitive-affective model

an emotional reaction is the last step in a series of cognitive processes that follow sensory recognition of a stimulus and retrieval of info from memory that helps categorize it.

timestyle

an individual's priorities regarding how he or she spends time as influenced by personal and cultural factors

attitude object

anything toward which one has an attitude

Habitual Bucket of Consumer Decision Making

behavioral, unconscious, automatic

salient beliefs

beliefs about the object a person considers during evaluation

motivational research

borrowed Freudian ideas to understand the deeper meanings of products and advertisements

category exemplars

brands that are particularly relevant examples of a broader classification

modified rebuy

buyer wants to modify product specifications, prices, terms, or suppliers

underground economy

buying and selling of goods and services that is concealed from the government to avoid taxes or regulations or because the goods and services are illegal

refutational arguments

calling attention to a products negative attributes as a persuasive strategy where a negative issue is raised and then dismissed; this approach can increase source credibility

point-of-purchase (POP) stimuli

can be an elaborate product display or demonstration, a coupon-dispensing machine, or an employee who gives out free samples

linkbaiting

careful crafting of a title that markets the content

M-commerce most likely takes place through ________.

cell phones

habitual decision making

choices made with little or no conscious effort

product disposal

choices people make regarding how to get rid of items once they no longer are of value to them

market beliefs

common assumptions about relationships between product quality and other factors such as price

co-branding strategies

companies team up to promote 2 or more products

impoulse buying

experiencing a sudden urge you can't resist

mental budgets

deciding beforehand an amount they plan to spenf, but then have an additional amount of slack they are willing to spend.

compensatory rule

decision rule that allows consumers to select products that may perform poorly on one criterion by compensating for the poor performance by good performance on another

consumption constellation

define, communicate, and perform social roles

Cognitive Bucket of Consumer Decision Making

deliberate, rational, sequential

frugality

denying short term purchasing desires

terminal values

desired end states that apply to many cultures

Id/libido

desiring immediate gratification

implementation intentions

dictates how much weight we give to different kinds of info, a timeline to carry out a decision, or how we deal with disruptive influences that mess up our plans

business to business e-commerce

e-commerce in markets where businesses buy from and sell to other businesses

reality engineering

elements of popular culture are appropriated by marketers and become integrated into marketing strategies

Affective

emotional, instantaneous

brand storytelling

emphasizes the importance of giving a product a rich background to involve customers in its history or experience

elimination-by-aspect

evaluating brands on the most important attribute

hierarchy of effects

explains the impact of the three components

hybrid products

feature characteristics from two distinct domains

determinant attributes

features we actually use to differentiate among our choices

native advertising

focusing on digital messages designed to blend into the editorial content of the publications in which they appear

attitude toward the act of buying (Aact)

focusing on the percieved consequence of purchasing

knowledge function

forming attitudes because we need order, structure, or meaning

expectancy disconfirmed model

forming beliefs about product performance based on our prior experience with the product or communications about the product that imply a certain level of quality.

shopping orientation

general attitudes about shopping

prediction market

groups of people with knowledge about an industry are, collectively, better predictors of the future than are any of them as individuals

mental budget

helps us estimate what we will consume over time so that we can regulate what we do in the present

affect

how a consumer feels about an attitude object

phablets

hybrid of a phone and a tablet

personality traits

identifiable characteristics that define a person

noncompensatory rule

if the option doesn't suit us on one dimension, we just reject it out of hand and move on to something else rather than think about how it might meet our needs in other ways

sunk-cost fallacy

if we pay more for something we shouldnt waste it

straight rebuy

in the buyclass framework, the type of buying decision that is virtually automatic and requires little deliberation

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

underdog brand biography

includes details about a brand's humble origins and how it defied the odds to succeed

inertia

involving little effort to throw a familiar package into the cart

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.

knowledge

simple additive rule

leads to the option that has the largest number of positive attributes

According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________.

learning and tedium

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

consumer hyperchoice

making repeated choices that may drain psychological energy while decreasing our abilities to make smart choices

sex appeals

marketing communications for products that feature heavy doses of erotic suggestions that range from subtle hints to blatant displays of skin

Fishbein Model

measures salient beliefs, object-attribute linkages, and evaluation

comparative advertising

message compares two+ recognizable brands on specific attributes

convention

norm that regulates how we conduct our everyday lives

feature creep

occurs when developers add extra features that were not part of the initial requirements

lateral cycling

one consumer exchanges something he or she owns for something the other person owns

automatic decision

one family member chooses a product

doppelganger brand image

one that looks like the original but is in fact a critique of it

advergaming

online games merged with interactive ads that let companies target specific types of consumers

Big 5 Personality Traits

oppenness to experience, conscientiousness, extroversion, agreeableness, neuroticism

co-consumers

other patrons in a consumer setting

Covariation

our associations among events that may or may not actually influence one another

purchase momentum

our initial impulse purchases actually increase the likelihood that we will buy even more

executive control center

part of the brain that we use for important decision making, including moral judgements, can be worn down or distracted even by simple tasks like memorizing numbers

P2P Commerce

peer to peer. the notion of doing business with other consumers rather than with companies

social judgement theory

people assimilate new info about attitude objects in light of what they already know or feel

rational persepective

people calmly and carefully integrate as much info as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternate, arriving at a satisfactory decision

means-end chain model

people link specific product attributes to terminal values

swishing

people organize parties to exchange clothing or other personal possessions with others

lifestyle marketing perspective

people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income

latitudes of acceptance and rejection

people will consider and evaluate ideas falling within the latitude favorably, but they are more likely to reject out of hand those that fall outside of this zone

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

permission marketing

permission marketing

popular strategy based on the idea that a marketer will be more successful in persuading consumers who have agreed to let them try.

mental accounting

principle that states that decisions are influenced by the way a problem is posed

object-attribute linkages

probability that a particular object has an important attribute

feedback loop

provide people with information about their actions in real time, and then give them a chance to change those actions so that you push them to improve

syncretic decisions

purchase decision that is made jointly by both spouses

lexicographic rule

select the brand that is the best on the most important attribute

brand personality

set of traits people attribute to a product as if it were a person

Morning Morality Effect

shows that people are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning

collective decision making

situations in which more than one person chooses the products or services that multiple consumers use

focus groups

small set of consumers tries out a new product while being observed by company personnel

value

some condition is preferable to its opposite

superego

someones conscience

cognitive element

something a person believes about himself, a behavior he performs, or an observation about his surroundings

intelligent agents

sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases

________ is the first element in the traditional communications model.

source

business to business marketers

specialists in meeting the needs of organizations such as corporations, government agencies, hospitals, and retailers

self-regulation

specify in advance how we want to respond to certain stimulus

ego

stuck in the middle of temptation and virtue

compliance

superficial attitude, likely to change when no one is monitoring us or when another option comes along

product complementarity

symbolic meanings of different products relate to one another

Behavior

the action he or she takes towards the object or in some cases at least his or her intentions to take action about it.

Elaboration Likelihood Model (ELM)

the approach that one of two routes to persuasion (central versus peripheral) will be followed, depending on the personal relevance of a message; the route taken determines the relative importance of the message contents versus other characteristics, such as source attractiveness

weighted additive rule

the consumer takes into account the relative importance of positively rated attributes, essentially multiplying brand ratings by importance weights

conjunctive rule

the decision maker establishes cut-offs for each attribute and chooses a brand if it meets all the cutoffs, but rejects a brand that fails to meet any one cut-off

family identity

the definition of a household by family members that it presents to members and to those outside the family unit

attitude models

the different elements that might work together to influence people's evaluations of attitude objects

source attractiveness

the dimensions of a communicator that increase her persuasiveness; these include expertise and attractiveness

evaluative criteria

the dimensions we use to judge the merits of competing options

reporting bias

the effectiveness of a source decreases bc he/she has the required knowledge but we question her willingness to convey it accurately

knowledge bias

the effectiveness of a source decreases because we question his/her knowledge about the topic

maximizing solution

the extensive cognitive decision strategies we use when we want to identify the best possible choice

postpurchase evaluation

the final stage of consumer decision making when we experience the product or service we selected and decide whether it meets our expectations

crowdsourcing

the growing practice of soliciting ideas for new products and even advertising campaigns from a user community

family financial officer

the individual in the family who is in charge of making financial decisions

queuing theory

the mathematical study of waiting lines

heuristics

the mental rules of thumb that lead to a speedy decision

gemba

the one true source of information

counteractive construal

when you exaggerate the negative aspect of behaviors that will interfere with the ultimate goal

functional theory of attitudes

theory that says attitudes exist because they serve some function for the person

multiple pathway anchoring and adjustment (MPAA) model

those models that assume a consumer's attitude (evaluation) of an attitude object depends on the beliefs he or she has about several or many attributes of the object; the use of a multi attribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them to derive a measure if the consumer's overall attitude.

The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

two-factor theory

laddering

uncovers consumers' associations between specific attributes and these general consequences

wisdom of crowds

under the right circumstances, groups are smarter than the smartest people in them, meaning that large numbers of consumers can predict successful products

unplanned buying

unfamiliar with a stores layout or under time pressure . Recognizing a new need while in the store

archetypes

universally recognized ideas and behavior patterns

shared endorsements

users who follow or rate a product/service may find that their endorsements show up on the advertiser's page

Neuromarketing

uses fMRI to track blood flow as we preform mental tasks to take an up-close look at how our brains respond to marketing messages and product design features.

experiential hierarchy of effects

we act on the basis of our emotional reactions (feel, do, think)

constructive processing

we evaluate the effort we'll need to make a particular choice and then tailor the amount of cognitive "effort" we expend to get the job done

self-perception theory

we observe our own behavior to determine what our attitudes are, much as we assume that we know what another person's attitude is when we watch what he does

principle of cognitive consistency

we value harmony within our thoughts, feelings, and behaviors, and a need to maintain uniformity among these elements motivates us

cybermediary

website that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently

cognition

what he/she believes to be true about the attitude object

halo effect

when people react to other, similar stimuli in much the same way they respond to the original stimulus

paradox of low involvement

when we don't care as much about a product, the way it's presented increases in importance

problem recognition

when we experience a significant difference between our current state of affairs and some state we desire

identification

when we form an attitude to conform to another persons/groups expectations