Consumer Behavior 11e Chapters 5-9

Perception

Exposure, attention, and interpretation (no memory).

Adopter categories

Innovators, early adopters, early majority, late majority, and laggards.

Iconic rote learning

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

Analytical reasoning

Most complex. Individuals engage in creative thinking to restructure and recombine existing information as well as new informatino to form new associations and concepts.

Early adopters

Opinion leaders in local reference groups. Willing to take a calculated risk, but are concerned with failure.

Piaget's stages of cognitive development

Sensorimotor intelligence 0-2 (primarily motor, no thinking), Period of preoperational thoughts 3-7 (development of language and rapid conceptual development), Period of concrete operations 8-11 (the child develops the ability to apply logical thought to problems), Period of formal operations 12-15 (cognitive structures reach their greatest level of development, able to apply logic to all classes of problems).

Stimulus Factors

Size, intensity, Attractive Visuals, Color and movement, position, Isolation, Format, Contrast and Expecations, Interestingness, and Information Quantity.

Shaping

The process of encouraging partial responses leading to the final desired response.

HLC/occupational category matrix

The vertical axis is the particular stage in the HLC, which determines the problems the household will likely encounter; the horizontal axis is a set of occupational categories, which provide a range of acceptable solutions.

Vicarious learning (modeling)

Using others' experiences and using imagery to anticipate the outcome of various courses of action.

Ad avoidance

Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising messages.

Community

a characterized by consciousness of kind, shared rituals and traditions, and a sense of mroal responsibility.

Online Community

a community that interacts over time around a topic of interest on the internet.

Product positioning

a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment.

Product repositioning

a deliberate decision to significantly alter the way the market views a product.

Consumption Subculture

a distinctive subgroup of society that self-selects on the basis of ashared commitment to a particular product class, brand, or consumption activity.1) identifiable, hierarchal social structure 2) set of shared beliefs or values 3) unique jargon, rituals, and modes of symbolic expression.

Blended Family

a family consisting of a couple, one or both of whom were previously married, their children, and the children from the previous marriage of one or both parents.

Reference group

a group of presumed perspectives or values are being used by an individual as the basis for his or her current behavior.

Nonfamily Household

a householder living alone or exclusively with others to whom he or she is not related.

Traditional Family

a married couple and their own or adopted children living at home.

Subliminal stimulus

a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it.

Brand Community

a nongeographically 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.

Hispanic

a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.

Cognitive interpretation

a process whereby stimuli are placed into existing categories of meaning.

Subculture

a segment of a larger culture whose members share distinguishing values and patterns of behavior.

Information Processing

a series of activities by which stimuli are perceived, transformed into information, and stored. Exposure, attention, interpretation, and memory.

Conditioning

a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned.

Hemispheric lateralization

a term applied to activities that take place on each side of the brain.

Adoption process

a term used to describe extended decision making when a new product is involved. Awareness, Interest, Evaluation, Trial, Adoption

Online social network site

a web-based service that allows individuals to 1) construct a public or sempublic profile within a bounded system 2) articulate a list of other users with whome they share a connection, and 3) view and traverse their list of connections and those made by others within the system.

Concepts

abstractions of reality that capture the meaning of an item in terms of other concepts.

Household

all the people who occupy a housing unit.

Identification influence

also called value-expressive influence, occurs when individuals have internalized the group's values and norms.

Aspiration Reference groups

also exert a strong influence. Buying similar products as the group has symbolizes belonging in the group.

Brand leverage

also family branding, brand extensions, or umbrella branding. refers to marketers capitalizing on brand equity by using an existing brand name for new products.

Brand familiarity

an ability factor related to attention.

Innovation

an idea, practice, or product perceived to be new by the relevant individual or group.

Analogical reasoning

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

Learning

any change in the content or organizatoin of long-term memory or behavior and is the result of information processing.

Reinforcement

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

Early majority

cautious about innovations. They wait until the product is proven to be successful. Socailly active but seldom leaders. Somewhat older, less educated, and less socially mobile.

Expicit memory

characterized by the conscious recollection of an exposure event.

Consumption-related attitudes

cognitive and affective orientations toward marketplace stimuli such as advertisements, salespeople, warranties, and so forth.

Imagery

concrete sensory representations of ideas, feelings, and objects. Provides direct recovery of aspects of past experiences.

Maintenance rehearsal

consumers must constantly refresh information

Right hemisphere

deals with pictorail, geometric, timeless, and nonverbal informationwithout the individual being able to verbally report it. works with images and impressions.

Cognitive learning

encompasses all the mental activities of humans as they work to solve problems or cope with situations. Involves learning ideas, concepts, attitudes, and facts that contribute to our ability to reason, solve problems, and learn relationships.

Primary Groups

family and friends, involve strong relationships and frequent interaction.

Zipping

fast-forwarding a commercial

Market Mavens

generalized market influencers, similar to opinion leaders without the specialization. Know about a range of topics.

Pereptual relativity

generally a relative process rather than absolute. Difficult for people to make interpretations in the absence of some reference point.

Family Household

having at least 2 members related by birth, marriage, or adoption, one of whom is the householder.

Adaption level theory

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

Self-referencing

indicates that consumers are relating brand information to themselves.

Perceptual defenses

individuals are not passive recipients of marketing messages.

WOM communications

individuals sharing information with other individuals in a verbal form.

Rhetorical figures

involve the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.

Multistep flow of communication

involves opinion leaders for a particular product area who actively seek relevant info from the mass media as well as other sources.

Operant conditioning

involves rewarding esirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.

Long-term memory LTM

is that portion of total memory devoted to permanent information storage. Viewed as an unlimited, permanent storage.

Laggards

locally oriented and engage in limited social interaction. Dogmatic and oriented towards the past. Reluctantly adopt.

Modeling

occurs when a child learns appropriate or inappropriate consumption behaviors by observing others.

Mediation

occurs when a parent alters a child's initial interpretaion of, or response to, a marketing or other stimulus.

Instrumental Training

occurs when a parent or sibling specifically and directly attempts to bring about certain responses through reasoning or reinforcement.

Exposure

occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.

Informational influence

occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information.

Attention

occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

short-term memory STM

orking memory, is tha portion of total memory that is currently activated or in use.

Stimulus organization

physical arrangement of the stimulus objects.

Contextual cues

play a role in consumer interpretation independent of the actual stimulus.

Secondary groups

professional and neighborhood associations, weaker ties and less frequent contact.

Product Placement

provides exposure that consumers don't try to avoid. It shows how and when to use the product and it enhances the product's image.

Cross-promotions

signage in one area of the store promotes complementary products in another.

Muting

silencing the technology!

Late majority

skeptical about innovations. Usually adopt in response to social pressures or lack of previous products.

Proximity

stimuli positioned close together are perceived as belonging to the same category.

Zapping

switching channels during commercials.

Opinion leader

the "go-to" person. They actively filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues.

Interpretation

the assignment of meaning to sensations.

Semantic memory

the basic knowledge and feelings an individual has about a concept.

low-involvement leraning

the consumer has little or no motivation to process or learn the material.

High-involvement learning

the consumer is motivated to process or learn the material

Acculturation

the degree to which an immigrant has adapted to his or her new culture.

Affective interpretation

the emotional or feeling response triggered by a stimulus such as an ad.

Buzz

the exponential expansion of WOM.

Accessibility

the likelihood and ease with which information can be recalled from LTM

Diffusion process

the manner in which innovations spread throughout a market.

Episodic memory

the memory of a sequence of events in which a person participated.

Consumer socialization

the process by which young people acquire skills, knowledge, and attributes relevant to their functioning as consumers in the marketplace.

Brand image

the schematic memory of a brand

Asch phenomenon

using a group to sway a person (peer pressure at its best)

Innovators

venturesome risk takers.

Retrieval failure

what forgetting is often referred to in cognitive learning

Information Overload

when consumers are confronted with so much information that they cannot or will not attend to all of it.

Memory interference

when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way.

Normative influence

also known as utilitarian influence, occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction.

Co-branding

an alliance in which two brands are put together on a single product.

Ambush marketing

any communication or activity that implies, or from which one could reasonable infer, that an organization is associated with an event, when in fact it is not.

Regional Subcultures

arise as a result of climatic conditions, the natural environment and resources, the characteristics of the various immigrant groups that have settled in each region, and significant social and political events.

Smart banners

banner ads that are activated based on terms used in search engines.

Household Life Cycle (HLC)

based on the age and marital status of the adult members of the household and the presence and age of children.

Inference

goes beyond what is directly stated or presented.

Perceptual mapping

offers marketing managers a useful technique for measuring and developing a product's position. Perceptions of brand similarities through the eyes of the customer.

Closure

presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

Figure-ground

presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.

Left hemisphere

primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening. Reason and logic.

Just noticeable difference (j.n.d.)

the minimum amount that one brand can differ from another (or from its previous version)with the difference still being noticed.

Implicit memory

the nonconscious retrieval of previously encountered stimuli

Sensory discrimination

the phsiological ability of an individual to distinguish between similar stimuli.

Family decision making

the process by which decisions that directly or indirectly involve two or more family members are made.

Stimulus discrimination

the process of learning to respond differently to similar but distinct stimuli.

Classical conditioning

the process of using an established relationship between one stimulus and response to bring about the learning tf the same response to a different stimulus.

Stimulus generalization

the rub-off effect, occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

Extinction

the term used in conditioned learning for forgetting.

Elaborative activities

the use of previously stored expreiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

Consumer skills

those capabilities necessary for purchases to occur such as understanding money, budgeting, product evaluation, and so forth.

Ethnic subcultures

those whose members' unique shared behaviors are based on a common racial, language, or national background.

Group

tow or more individuals who share a set of norms, values, or beliefs and hae certain implicitly or explicitly defined relationships to one anothersuch that their behaviors are interdependent.

Permission-based marketing

voluntary and self-selected nature of online offerings where consumers opt-in to receive e-mail-based promotions.

Pulsing

when it is important to produce widespread knowledge or the product rapidly through frequent (close together) repititions.

Brand extension

where an existing brand extends to a new category with the same name.

Two-step flow of communications

where one person receives the information from the mass media and passes it on to others.