final 492

Instrumental Conditioning:

(also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.

What are the five dimensions of brand personality? What are brands which exemplify each?

Brand personality is the set of traits people attribute to a product as if it were a person. A product that creates and communicates a distinctive brand personality stands out from its competition, earns brand equity, and can inspire customer loyalty. Commonly used personality dimensions include the following: Sincerity - TOMS shoes Excitement - Lego, Target Competence - Nike, IBM Sophistication - Mercedes, Channel Ruggedness - Levis, Dodge

The "sandwich generation" refers to

Middle-aged people who are caretakers of both children and aging parents

31. What is social capital?

Organizational affiliations and experiences that provide access to desirable social networks.

Today thousands of brands borrow personality traits of individuals or groups to convey an image that marketers want consumers to form of their brands. As described in your textbook, an early brand personality was communicated in 1886 by the ________.

Quaker Oats man

Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

Sociometric

How do marketers use personality traits to predict consumer behavior? What problems do researchers face when trying to predict consumer behavior using trait theory?

While interesting and perhaps insightful in some contexts, marketers have struggled with making meaningful application of personality measurements to consumer behavior. Ultimately, for personality research to be meaningful in a consumer behavior context, other factors must also be included in the assessment including social and economic conditions.

People and institutions that teach the ways of a culture are called ________.

acculturation agents

The day reconstruction method requires a respondent to ________.

keep a diary of everything he or she did during the day

In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

recognition

What are the benefits to the firm in developing a strong brand personality?

A product that creates and communicates a distinctive brand personality stands out from its competition, earns brand equity, and can inspire customer loyalty.

In the Planet Money podcast you listened this week, the Black Lotus was:

A rare card

What is the difference between acculturation and enculturation?

Acculturation is the process of learning the beliefs and behaviors endorsed by another culture. Enculturation is the process of learning the beliefs and behaviors endorsed by your own culture.

After reviewing your classmates' visual representation of themes, which themes do you believe to be the most compelling and why? (20 points; open ended)

After reviewing my classmates' visual representation of themes, the most compelling themes had to do with the importance of health. Needing to achieve health and nutrition in simple ways, easy -to-make and grab-n-go products were present in many of the households studied.

________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers.

Atmospherics

How are attitudes formed (e.g., ABC model of attitudes, Hierarchies of effects)?

Attitudes have three components that are represented in what is called the ABC model of attitudes: A for affect - How a consumer feels about an object. B for behavioral - The consumer's intention to take action. C for cognitive - What the consumer believes to be true about the attitude object. The hierarchies of effects show the relative impact of the three components from the ABC model (affect, behavior, and cognition). Each hierarchy shows a fixed sequence of steps which can occur on the way to an attitude. 1. The standard learning hierarchy (think-feel-do) is most commonly associated with high involvement decision making (e.g., buying a new car or selecting a college to attend). In this model, the consumer in involved in a problem-solving process. She first thinks and forms beliefs based on knowledge, then evaluates the beliefs and forms feelings about the product. Then finally she acts. 2. The low-involvement hierarchy (do-feel-think) is associated with habitual decision making, especially when the consumer does not have a strong initial opinion. The consumer makes a purchase (e.g., behavior) first, then forms an attitude later. 3. The experiential hierarchy (feel-do-think) of effects illustrates how behavior is based on our emotional reactions. A brightly colored package of M&Ms might make you feel happy so you buy them.

How does organizational decision making differ from individual consumer decision making?

B2B Decision Making Is Different From Consumer Decision Making Involves many people Requires precise, technical specifications Is based on past experience and careful weighing of alternatives May require risky decisions Involves substantial dollar volume Places more emphasis on personal selling

If you were a person born between 1946 and 1964, you would be called a ________.

Baby Boomer

What is brand community and why are marketers interested in it?

Brand communities are formed when customers develop social relationships based on usage of or interest in products or brands. In the case of Harley-Davidson, consumers form brand communities where customers form social relationships around their motorcycles. H.O.G. (the Harley Owners Group) is the company's sanctioned club with chapters around the world, but more infamous are the Harley outlaw clubs. The different groups come with their own set of rules that members must follow. The rules sometimes dictate what members can wear, where they ride, and with whom they can ride. In brand communities, experienced members coach newer members. McAlexander, Schouten, and Koenig (2002) developed a model of brand community that explains the primary factors that influence the consumer. For marketers, it is important to be aware of the wide breadth of relationships influencing the consumer. These relationships include customer-to-customer, brand-to-customer, product-to-customer, and marketer-to-customer interactions. Marketers can strengthen brand communities and the ensuing relationships through organized events such as brandfests.

What is the difference between classical conditioning and instrumental conditioning?

Classical conditioning the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but will cause a similar response over time because of its association with the first stimulus Instrumental conditioning also known as operant conditioning, occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.

What are the roles in collective decision making?

Collective decision making often involves several people. Depending on the decision in question, the choice may include some or all group members and different group members may play different roles. The initiator role is played by the person who brings up the idea or identifies the need. The person who conducts the information search and controls the flow of information available to the group is the gatekeeper. The person who tries to sway the outcome of the decision is the influencer. The person who actually makes the purchase is the buyer. Those who will actually use the product are the users.

What determines if an innovation will diffuse?

Compatibility - should be compatible with consumer's lifestyle. Trialability - people are more likely to adopt an innovation if they can experiment with it before purchase. Complexity - a product that is understood will be chosen over competitors. Observability - more visible, the more likely to spread. Relative Advantage - products should offer relative advantage over competitors.

This week you listened to an interview with Tony Grech, Senior Project Manager with Nike's Consumer Digital Tech. What is Nike doing to enhance the consumer's purchase experience?

Create a continuous retail experience whether customers are on the website or in the brick-and-mortar store.

_______ income is the money available to a household over and above that required for a comfortable standard of living.

Discretionary

Many ________ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group.

Eastern

Name the three stages of information processing?

Encoding: Info is placed in memory. Storage: Info retained in memory. Retrieval: Info stored in memory is found as needed.

_______ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong.

Episodic

Cabbage Patch Kids and the Black Lotus are both examples of which:

Fads

What are the differences between fads, fashions, and classics?

Fads - very short-lived fashion Fashions - the process of social diffusion by which a new style is adopted by some group of consumers. Classics - a fashion with an extremely long acceptance cycle

Marketers recognize that family needs and expenditures change over time so they apply the ________ concept to segment households.

Family life cycle (FLC)

In the Zuzu's simulation activity, were asked to choose a plan of action based on your understanding of behavioral science perspectives of fashion. Which definition best describes the trickle-down theory of fashion?

Fashion moves from the upper classes to the lower classes.

Describe the following attitude models: Fishbein Model, Theory of Reasoned Action, Theory of Trying)

Fishbein Model most influential multi attribute Theory of Reasoned Action Theory of Reasoned Action Behavior is a direct result of intention Two factors involved in behavioral intention: Attitude toward the act of purchase Subjective norm the feelings of others who may be important to us Theory of Trying reason of action

According to the PPT lecture, what was the name of your instructor's first Cabbage Patch doll?

Gigi Juanita

Describe types of adopters and the process of innovation diffusion.

Innovators and early adopters are quick to adopt products. Innovators in particular have a high threshold for risk, are relatively well educated, and have high incomes. Early adopters are similar to innovators but they are different in their degree of concern for social acceptance. Laggards are very slow. The early majority and late adopters are in the middle.

Repetition

Many classic advertising campaigns consist of product slogans repeated often to enhance recall. The Rolaids campaign which asked, 'How do you spell relief? ROLAIDS' is an example. They have been using the same slogan for over 40 years. But for this to work, the UCS (unconditioned stimulus) must repeatedly be paired with the CS (conditioned stimulus). Otherwise, extinction occurs. Extinction means that the association is forgotten.

What can mathematics and romance tell us about consumer behavior? How does the message impact potential matches in online dating? How can this be applied to broader marketing situations?

Math and romance tell us that there are patterns to follow that can help predict behavior.

What is the difference between a high-context and a low-context culture?

One way to think of different subcultures is in relation to how abstract or literal the group is. Anthropologists and sociologists define this distinction as high-context cultures and low-context cultures. High-context cultures include much of the Middle East, Asia, Africa, and South America) while low-context cultures include North America and much of Western Europe. Marketers advertising to different ethnic or racial subcultures might choose a message strategy based on this distinction. For example, American car ads (low-context culture) tend to focus on explicit communication of facts such as an emphasis on horsepower and gas mileage; while French car ads (high-context culture) might be more fanciful.

What is the progressive learning model and how does it relate to acculturation?

Progressive learning model is the perspective that people gradually learn a new culture as they increasingly come in contact with it; consumers assimilate into a new culture, mixing practices from their old and new environments to create a hybrid culture.

What are behavioral science perspectives on fashion? Explain them using examples.

Psychological Models of Fashion - psychological factors can help us to explain what motivates us to be fashionable like our need to conform, variety seeking motivations, or the need to express personal uniqueness. Economic Model of Fashion - This approach looks at fashion in terms of supply and demand. Rare items are more valuable and have more prestige than easily acquired items hence rare items are more fashionable and desirable. Sociological Models of Fashion - The sociological perspective focuses on a subculture's adoption of a fashion. The "trickle-down" "trickle-up" and "trickle-across" theories are all versions of the idea that fashions start with subcultures and either move down from the dominant group, or up from the subordinate group, or across from within the same social group.

30. What are the social classes in the US?

Researchers have divided America's social classes into several categories: Upper Class (upper-uppers and lower-uppers), Middle Class (upper-middles and middle-middles), Working Class and Lower Class (upper-lowers and lower-lowers).

How do marketers use psychological principles to change attitudes (e.g., scarcity, reciprocity, authority)?

Scarcity Reciprocity Authority

How do marketers use knowledge about social class and income to predict consumer behavior? What are the limitations marketers must acknowledge when they "lump" consumers together into segments based on social class/income?

Social class and income can be useful in predicting consumer choices, but not always. Marketers often target the affluent consumer segment because the general thinking is that this market has resources to make purchases. But again, we must be careful to avoid "lumping" people together in to segments that might not truly fit. Affluent consumers, might not live the stereotypical life of the rich and famous. Consumers make different choices based on the product category. An affluent consumer might buy top-shelf liquor, but live in a middle-class neighborhood. Or vice-versa.

________ refers to the passage of individuals from one social class to another.

Social mobility

Why is it difficult to identify consumers in terms of their ethnic subculture membership?

Some people feel uncomfortable with the notion that marketers should explicitly take into account people's racial and ethnic differences when they formulate strategies, Targeting using such characteristics can be highly challenging. As we have seen in current events across the country, race and ethnicity is not an easy topic for many of us and marketers are often criticized for relying on and promoting stereotypes, for being insensitive, and for taking advantage of ethic and racial minority groups. In addition to these critics, for the marketer it's not always easy to define members of a distinct group. Many people are members of multiple groups.

What do marketers mean when they talk about the "extended self?" What are different levels of the extended self?

The concept of the extended self allows us to better understand how external objects become a part of our self-identity. The extended self-concept can be described in levels, (individual, family, community, group) with a fifth level emerging (digital).

Describe factors influencing the purchase environment.

The purchase environment is an important factor in decision making and includes the shopping experience, point-of-purchase stimuli, and sales interactions. Retailers design their stores to first attract customers and then to encourage purchases. Retailers use atmospherics to design store environments that address all of the senses. The resulting store environment builds a perception in the mind of the consumer we can think of as the store's personality. Compare these two stores Walmart and Target. What is the personality of each store? Walmart - no-nonsense, frugal, straight forward, and caring Target - fun, playful, and charming How do stores create their personality? Walmart - EDLP (every day low pricing) displays, greeters at the door, color scheme: blue Target - funky designs, designer brands, 'racetrack store layout', color scheme: red

What is conformity and why do people do it?

Though you may not realize it, every day you are conforming to society's rules. You may think you are a rebel (and maybe you are in certain areas of your life) but in many ways we are all conformists at heart. Why do we conform? Different cultures encourage conformity in varying degrees referred to as cultural pressure. For instance, the Japanese society emphasizes collective well-being and group loyalty over individuals' needs. Fear of deviance may lead people to believe that the group will apply punishment for nonconforming behaviors. According to the principle of least interest, the person who is least committed to staying in a relationship has the most power because that party doesn't care as much if the other person/group rejects him. As groups gain power, compliance increases (group unanimity). Susceptibility to interpersonal influence is considered a trait where a person feels a need to have others think highly of him or her.

What makes for successful social media?

Today's successful online communities are interactive. They allow members to have conversations. They are democratic (meaning ruled by the people). They create a sense of place or presence. And they center around collective interests. Successful online communities share a set of common characteristics: More users = better results Success is measured in "clicks" or "eyeballs" (people who visit the site) It's Free! Which makes it easier to attract more users. It's dynamic. Dynamic communities are constantly changing and updated Folksonomy - the site is organized by users.

What are the different types of social power? Give examples of each.

Ultimately, social power is the ability to influence or control the behavior of someone else. This control is sometimes wielded with intention but often it is just a part of our everyday lives that we accept without thinking too much about it. For instance, as your instructor, I have legitimate power based on our positions in the educational system. In your group projects, there is usually someone who becomes the de facto leader which could be due to referent power (people admire and respect this person). Referent, legitimate, Reward, information, expert, coercive.

What types of message appeals do marketers

Whether to use emotion or rational argument depends on the situation. It may depend on the nature of the product and the relationship consumers have with the product. Sex appeals can be good for getting attention but also come with risks. Humor is also a good choice for gaining attention but one has to be careful that the humor does not overwhelm the primary message. Fear appears emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude.

How do fads and fashions take hold and gain traction? Provide examples.

Word of Mouth; WOM - word of mouth: as verbal communication from one person to another. In the digital age, we now have eWOM (electronic word-of-mouth) which can include consumer product reviews, blogs, or even likes on Facebook. WOM is more powerful than commercial advertising because consumers believe other consumers are more trustworthy and more credible sources of information than firms themselves. Advertising as a tool is good at reinforcing consumer beliefs about products, but WOM is important for forming product beliefs. WOM is especially powerful when the consumer is unfamiliar with the product category or if the product is complex (e.g., smartphones, medications). Opinion Leaders; An opinion leader is someone who is frequently able to influence others' attitudes and/or behaviors. Opinion leaders possess social power. Social Media; Diffusion of Innovation

Define nostalgia and explain why it's such a widely used advertising strategy.

a bittersweet emotion; the past is viewed with sadness and longing; many classic products appeal to consumers' memories of their younger days

What is a subculture? Provide examples of different types of subcultures (e.g., ethnic and racial, age, religious).

a group whose members share beliefs and common experiences that set them apart from other members of a culture.

Classical conditioning:

a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.

What do the "A, B, Cs" of the ABC model of attitudes stand for?

affect, behavior, and cognition

Behavioral learning principles

apply to many consumer phenomena, such as creating a distinctive brand image or linking aproduct to an underlying need.

What is cognitive learning theory? How can theories of cognitive development be used to explain why children are a unique consumer segment?

approaches that stress the importance of internal mental processes; this perspective views people as problem-solvers who actively use information from the world around them to master their environment

A person who is born into a rich, powerful family is said to have ________ status.

ascribed

Classical conditioning (such as that demonstrated in experiments performed on dogs by Ivan Pavlov) takes place when a(n) ________ is continuously matched with a(n) ________.

conditioned stimulus; unconditioned stimulus

Families have alternatives in purchasing. In a(n) ________ purchase decision, the group agrees on the desired purchase, differing only in terms of how it will be achieved.

consensual

Consumers' beliefs about what the future holds are an indicator of ________.

consumer confidence

Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a(n) ________.

consumer tribe

Stimulus generalization

crucial to branding and packaging decisions that try to capitalize on consumers' positive associations with an existing brand or company name (e.g., how many Campbell's products do you see on store shelves. They typically use that iconic red background and cursive font). Family branding enables products to capitalize on the reputation of a company name. Marketers can use product line extensions by adding related products to an established brand. Licensing allows companies to rent well-known names. Distinctive packaging designs create strong associations with a particular brand. Companies that make generic or private-level brands and want to communicate a quality image often exploit this linkage when they put their products in similar packages to those of popular brands.

Motivational research relies on ________ of individual consumers.

depth interviews

The tipping point most likely occurs just towards the end of the adoption stage for the ________.

early majority

Behavioral learning Cognitive theories focus on consumers as complex problem solvers who learn when they observe relationships

focus on consumers as complex problem solvers who learn when they observe relationshipstheories focus on stimulus-response connections.

Shoppers on Amazon.com can search for products using words like "must read" and "girl power." These categorizations are based on a ________.

folksonomy (public tags)

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.

frequency

What are examples of marketing applications of instrumental conditioning principles (i.e., frequency marketing, gamification)?

frequency marketing gamification

Pierre Bourdieu concluded that "taste" is a ________ that causes consumption preferences to cluster together.

habitus

In a(n) ________ culture, members of the culture tend to be closely knit and infer meanings beyond the spoken word.

high-context

Japan is a very tightly knit culture with rich history and social identification. In this culture, people tend to infer meanings that go beyond the spoken word. This classifies Japan as a ________ culture.

high-context

We tend to marry people in a similar social class to our own. Sociologists call this ________, or assortative mating.

homogamy

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning.

incidental

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as

incidental Learning

A number of specific decision roles are played when a collective decision must be made. The person who brings up the idea or need is the ________.

initiator

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.

interference

Approximately 80% of brand mentions online are made by just 6.2% of social media users. Forrester Research calls these influencers ________.

mass connectors

Political candidates who get the most media coverage are more likely to win elections because of the effect of ________ in determining one's set of referents.

mere exposure

Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This approach focuses on the quantitative measurement of ________.

personality traits

What mechanism is used when a consumer learns to perform responses that produce rewarding outcomes?

positive reinforcement

A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

reference group

In general, advertising is more effective when it ________ than when it ________.

reinforces our existing product preferences; tries to create new product preferences

What are examples of marketing applications of classical conditioning principles (e.g., applications of repetition, product associations, stimulus generalization)?

repetition product association stimulus generalization

People tend to give "yes" responses to questions, regardless of what they are asked. This is an example of ________.

response bias

List the three types of memory and explain how they work together.

sensory memory, short-term memory and long-term memory

Which of the following is NOT one of the four levels of the extended self?

social level

Which of the following occurs when a customer learns that two products are different even though the packages of both products look similar?

stimulus discrimination

According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________.

stresses a unique attribute or benefit of the product

Tracy loves shopping with her personal shopper, Carrie, at Nordstrom's. Carrie is a ________.

surrogate consumer

Fashion refers to ________.

the process of social diffusion by which a new style is adopted by some consumer groups

Stimulus generalization refers to ________.

the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

theory of cognitive dissonance

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________.

theory of reasoned action

Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________.

time poverty

Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that influence our purchases

unconscious motives