Final Exam Consumer Behavior

Licensing

"Renting" a well known brand to put on their product.

bounded rationality

"good enough" perspective on decision making

Gemba

(In Japanese) means "the one true source of information." Essentially means to send marketers and designers to the precise place where consumers use the product or service.

fusiform face area

(facial recognition) a region in the temporal lobe of the brain that helps us recognize the people we know

implementation intentions

(if-then situations) that dictate how much weight we give to different kinds of information, whether emotional or cognitive, a timetable to carry out a decision, or even how we deal with other influences that would interfere with our plans

Semiotics

(philosophy) a philosophical theory of the functions of signs and symbols

this theory suggests that people who have an incomplete self-definition tend to complete this identity when they acquire and display symbols they associate with that role

(practice golf) symbolic self-completion theory

The economics-of-information perspective argues that advertising is important. Why?

Advertising reduces the amount of search time the consumer has to give up in order to acquire a product or service. Advertising offers important information for the customer, acting as a service.

Refers to the way a consumer feels about an attitude object

Affect

ABC Model of Attitudes

Affect Behavior Cognition

ABC model of attitudes is

Affect - consumer feels about the attitude object Behavior - actions he or she takes toward the object Cognition - they believe about the attitude object

ABC model

Affect- How a consumer feels about an attitude object. Behavior- Refers to the action or action intentions one takes toward the object. Cognition- What one believes to be true about an attitude object.

The "Big Three" American Ethnic Subcultures

African Americans Hispanic Americans Asian Americans

Fixed-Interval reinforcement

After a specified time period has passed the first response you make brings the reward. ie monthly blow out sales

7 dimensions of demographics described in the textbook

Age, Gender, Family structure, Social class/Income, Race/Ethnicity, Geography, and Lifestyles

What is the difference between an art product and a craft product?

Art- an object we admire strictly for its beauty or because it inspires an emotional reaction Craft- Because of the beauty with which it performs some function (tends to follow a formula and pretty functional for "use")

What is popular culture, and how does this concept relate to marketing and consumer behavior?

Consisting of music, movies, sports, books, celebrities, and other forms of entertainment that the mass market produces and consumes, is both a product and inspiration for marketers. GoPro sponsors athletes.

Membership reference group

Consists of people we know

Buzz

Consumer driven

Post-purchase evaluation

Consumer experiences the product.

Product choice

Consumer makes the decision.

Role Theory

Consumers act as they would in a play. Like, they act based upon their perceived roles, such as how they dress and how they do that stuff.

Perceptual Vigilance

Consumers are more likely to be aware of stimuli that relate to their current needs.

Foot-in-door technique

Consumers are more likely to comply with a big request if they agree to a smaller one.

Problem recognition

Consumers experiences a significant difference between current situation and some state we desire.

Expectancy disinformation model

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

The basic perspective of role theory

Consumers seek lines, props, and costumes to put on a good performance (Different roles)

What is the difference between C2C and B2C e-commerce?

Consumers selling to consumers as opposed to the traditional business selling to consumers. ebay, blogs, craigslist

What is role theory and how does it help us understand consumer behavior?

Consumers take on roles as if in a play, complete with props, lines and costumes. To put on good performance they consume what's necessary to live up to their role. People often take on several roles (workplace, home, church, sports, school).

Referent power

Consumers voluntarily modify what they do and buy to identify with a referent.

WOM is a two-edged sword

Consumers weigh negative WOM more heavily than they do positive comments.

Heavy Users

Consumers who purchase a product or service much more frequently than others.

Serial reproduction

Content mutates

functional theory of attitudes

Daniel Katz, explains how attitudes facilitate social behavior. attitudes exist because they serve some function for the person the different functions: utilitarian - basic principle of reward and punishment like tasting a burger because of pleasure filling and positive reactions with burgers or coke because you like the taste value-expressive - self-concept like what someone says about him as a person ego-defensive - protect ourselves from external threats like deodorant knowledge - need order/structure/meaning, casual work pants on Friday only

Family identity

Defines the household to members and to outsiders.

Name two different disciplines that study consumer behavior. How would their approaches on the issue differ?

Demography: product role in the measurable characteristics of a population. Microeconomics: product role in the allocation of individual or family resources. 1. Families living Falmouth are likely to buy a BMW than a family living in Buxton. 2. Concentration of family incomes exceeding $150k/year live in Falmouth.

Activation Models of Memory

Depending on the nature of the processing task, different levels of processing occur that activate some aspects of memory rather than others. The more effort it takes to process information (so-called deep processing), the more likely it is that information will be placed in long-term memory.

Temporal orientation dimension

Depicts the relative significance individuals attach to past, present, or future.

Expert power

Derives from the knowledge a person possesses in a content area.

Red Sneakers Effect

Describe a brave person who sports a pair of red kicks in a professional setting

Demographics

Descriptive characteristics of a population such as age, gender, income, or occupation

Functional Theory of Attitudes

Developed to explain how attitudes facilitate social behavior.

The ______ focuses on commonalities across cultures while the _____ focuses on variations across cultures

Etic and Emic

Minimal group paradigm

Even when arbitrarily assigned, people favor those who wind up in the same group.

Consumer-Generated Content

Everyday people functioning in marketing roles, such as participating in creating advertisements, providing input to new product development, or serving as wholesalers or retailers.

Sharpening

Exaggerate prominent details

Lateral cycling

Exchanging something owned for something another person owns.

This theory suggests that expectations of achieving desirable outcomes rather than being pushed from within motive our behavior

Expectancy theory

Metaphysical

Explain origins of existence.

Perceptual Process

Exposure, Attention, Interpretation

The 3 stages of perception in order

Exposure, Attention, Interpretation (EAI)

the compulsion to check social media constantly to make sure we stay on top of what online friends are up to 24/7

FOMO - fear of missing out

Movement

Factors that motivate people to physically uproot and go to another.

__________ depends on such factors like education level, availability of birth control, and religion.

Family size

Trickle-across effect

Fashions diffuse horizontally

Trickle-up effect

Fashions originate with lower classes.

Asian Americans

Fastest-growing racial group in U.S. Largest group of new immigrants to the U.S.

Time poverty

Feeling more pressed for time than ever before

Reality principle

Finds ways to gratify the id that the outside world will find acceptable. (Hint: This is where Freudian theory applies to marketing.)

Narrowcast

Finely tuned messages for small audiences.

What is unique about the Quaker Oats guy?

First trademark for a cereal.

Underground economy

Flea markets and other used-product sales formats

Sociological models of fashion

Focuses on a subculture's adoption of a fashion and its subsequent diffusion into society.

Etic perspective

Focuses on commonalities across cultures.

Theory of Trying

Focuses on consumer's goals and what they believe they have to do to attain them.

Halal foods

Foods permissible under the laws of Islam. Potential for mainstream consumers.

Consumer hyperchoice

Forces us to make repeated decisions that may drain psychological energy while decreasing our abilities to make smart choices.

Frugality

Frugal people deny short-term purchasing whims; they choose instead to resourcefully use what they already own.

What is Thompson's favorite magazine?

GAME magazine with the puzzles

Turning routine actions into experiences by adding gaming elements to tasks that otherwise may be boring or routine.\

Gamification

Shopping orientation

General attitudes about shopping.

Look-alike packaging

Generic brands copying popular brands colors, shapes and overall image.

Three distinct stages of the gift-giving ritual

Gestation Presentation Reformation

The wedding

Giving away the bride. Best man, tossing of the garter, throwing rice.

Legitimate power

Granted by social agreements

Evoked Set

Group of brands, resulting from an information search, from which a buyer can choose

Avoidance group

Group we want to distance ourselves from.

Prediction market

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

Which holiday mentioned in the textbook involves mostly non family members?

Halloween

Mental state of well-being characterized by positive energy

Happiness

How does the sense of touch influence consumers' reactions to products?

Haptic (touch) sense acts as primal language for humans, play a strong part of our everyday lives and how consumers grow attached to products. Apple allowing potential customers to handle the electronics before they buy, helps that most of their models have touch screens.

Loss aversion

Hate losing things more than getting.

Counterarguing

Humor inhibits. Reasons why a consumer doesn't agree with a message.

Freudian systems

Id Ego Superego

Personality traits

Identifiable characteristics that define a person.

Product-specific profile

Identifies a target group and then profiles these consumers on product-relevant dimensions.

Ritual script

Identify needed artifacts, sequence to use them, and who uses them.

Sunk-cost sallacy

If we pay for something, we're more reluctant to waste it.

Id

Immediate gratification

Mental budget

In some instances, we create this to help us estimate what we will consume over time so that we can regulate what we do in the present.

B2B e-commerce

Internet interactions between two or more businesses or organizations.

Shrinkage

Inventory losses that occur as a result of theft or deterioration.

A person's perceived relevance of the object based on their inherent needs, values, and interests

Involvement

Major differences in B2B

Involves more people, impulse buying is rare, career may be on the line.

Swatting

Involves phone calls and texts to police departments that falsely report wrongdoing at a celebrity's home.

Bioterrorism

Involves the deliberate spread of pathogenic organisms into a community to cause widespread illness, fear, and panic.

What is a positioning strategy? What are some ways marketers can position their products?

Is a fundamental component of a company's marketing efforts as it uses elements of the marketing mix. Lifestyle: dos equis vs pbr Price leadership: $50,000 BMW vs $20,000 car with similar performance. Attributes: bounty "quicker picker upper" Product class: Sports car vs mini van competitors: the healthy option, always low prices Occasions: taxis in the old port because black out individuals shouldn't drive. Users: Levi's targeting men in 20's and 30's Quality: L.L. Bean, 100% return policy, quality guarentee

List of values scale

Isolates values with more direct marketing applications.

How is Freud's work relevant to consumer behavior?

It highlights the potential importance of unconscious motives that guide our purchases.

Spiritual-therapeutic model

Loosely based on religious principles. E.g., Alcoholic Anonymous, Weight Watchers

members of an online community who absorb content others post rather than contributing their own? AND this accounts for what percentage of a typical community's users?

Lurkers AND 90%

Hispanic Americans

Many corporations avidly court Hispanic consumers. 1 in every 6 U.S. residents, which is the second largest U.S. consumer market.

Problems with Traits Theory in consumer research

Many of the scales are not sufficiently valid or reliable; they do not adequately measure what they are supposed to measure, and their results may not be stable over time. Often marketers don't administer the tests under the appropriate conditions; people who are not properly trained may give them in a classroom or at a kitchen table.

Celebrity endorsements

Marketers hope that the star's popularity will transfer to the product or when a nonprofit organization recruits a celebrity to discourage harmful behaviors.

Define social marketing and give an example of the technique.

Marketing a product on the grounds of social change. Detergent company donating books to support literacy, beer companies sponsoring campaigns against drunk driving.

Green Marketing

Marketing efforts to produce, promote, and reclaim environmentally sensitive products

Consumerspace

Marketing environment where customers act as partners with companies to decide what the market place will offer.

What is database marketing?

Marketing that involves tracking specific consumer buying habits. Wal-Mart discovered interesting buying habit of customer who were stocking up before a hurricane truck. Beer and pop-tart sell a lot.

What is market segmentation? Three Examples:

Marketing to specific groups of consumers who share well-defined and relevant characteristics. Pepsi: for those who think young.

Translation

Master rules for operating in a new environment (currency, clothing)

Queuing Theory

Mathematical study of waiting lines.

The golden arches

Mconald's Sanctuary to Americans around the world. Ronald McDonald and the Hamburglar. Seminary for inductees (Hamburger University)

Interpretation

Meanings we assign to sensory stimuli, everyone interprets it differently.

A process for acquiring information and storing it over time so that it is available when needed

Memory

Sensory memory

Memory that stores the information we receive from our senses

Ideology

Mental characteristics of a people and the way they relate to their environment and social groups.

heuristics

Mental shortcuts or "rules of thumb" that often lead to a solution (but not always).

Associative Network

Mental system that contains many bits of information we see as related and stores each incoming piece of information with other, related pieces.

Contrast effect

Message in our latitude of rejection more unacceptable than they are.

Myths serve 4 interrelated functions in a culture

Metaphysical Cosmological Sociological Psychological

How does the United Nations define a megacity?

Metropolitan area with a total population of more than 10 million people

Psychological

Models of personal conduct.

Name the five types of perceived risk discussed in your textbook

Monetary, Functional, Physical , Social, Psychological

Refers to the idea that our judgments tend to be shaped by our moods

Mood congruency

Default bias

More likely to comply than make the effort to not comply.

flaming

POST CONTAINS CAPITAL LETTERS TO EXRESS ANGER

Does the size of a package influence how much of the contents we eat? Provide example.

Package size influences our consumption by encouraging consumers to consume it in one sitting. 7-11 big gulp, large fountain drinks, holds minimum of 1 liter of coke. Doesn't have re-closable cap, encourages user to drink whole thing.

Socialization agents

Parents, friends, and teachers impart these beliefs to us.

2 years

Peeps illustrates a fundamental premise of the modern field of consumer behavior: People often buy products not for what they do, but for what they mean. What is the shelf life of marshmallow Peeps?

Acculturation agents

People and institutions that teach the ways of a culture.

Rational perspective

People calmly and carefully integrate as much information as possible with what they already know about a process.

Opinion leaders

People knowledgable about products whose advice others take seriously

Halo effect

People reacting to similar stimuli in the same way they reacted to the original stimuli.

Collaborative consumption

People rent what they need rather than buying it.

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.

Mere exposure phenomenon

People tend to like things that are more familiar to them, even if they were not that keen on them initially.

examples of priming

People that heard "rude" words were more likely to interrupt an experimenter than people that heard "polite" words. - Individuals that heard words that relate to older people subsequently exited the testing area more slowly than people not primed with those words. - Holding a hot or cold beverage influenced how a person felt about an interviewer. - see pics of cute stuff likely to engage

Organizational buyers

People who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale.

Balance Theory elements

Person and his/her perceptions Attitude object Some other person or object

Phablets

Phone/tablet

spokescharacters

Pillsbury Doughboy, Chester Cheetah, GEICO Gecko boost viewers recall of claims that ads make and yield higher brand attitudes

General lifestyle segmentation study

Places a large sample of respondents into homogenous groups based on similarities of their overall preferences.

Simile

Places two dissimilar objects in a close relationship.

Mood dimensions

Pleasure Arousal

Theory of Gift Giving

A form of economic exchange in which the giver transfers an item of value to the recipient, who in turn must reciprocate.

Attitude

A lasting, general evaluation of people, objects, advertisements, or issues.

Permission marketing

A marketer will be more successful when communicating with consumers who have agreed to listen.

80/20 Rule

A marketing rule of thumb that 20 percent of purchasers account for 80 percent of a product's sales.

Meme theory

A meme is an idea or product that enters the consciousness of people over time.

Pastiche

A mixture of images (a mixture of images on how we see the world)

Consumer style

A pattern of behaviors, attitudes, and opinions that influences all a person's consumption activities.

Lifestyle

A pattern of consumption that reflects a person's choices of how to spend his or her time and money. These choices play a key role in defining consumer identity.

Icon

A person who attacks and ridicules cherished figures, ideas, and institutions

Reward power

A person who can provide positive reinforcement.

Consumer

A person who identifies a need/desire makes a purchase and then disposes of the product during the 3 stages of the consumption process- prepurchase issues, purchase issues, and postpurchase issues

Market maven

A person who likes to transmit marketplace information of all types.

Consumer

A person who purchases goods and services for personal use

lifestyle

A person's pattern of consumption that reflects a person's choices of how to spend his/her time and money and living as expressed in his or her activities, interests, and opinions

Personality

A person's unique makeup and how it consistently influences the way a person responds to his or her environment.

Information eascades

A piece of info triggers a sequence of interations

Learning

A relatively permanent change in behavior due to experience

Positive reinforcement

A reward for doing something

Masked branding

A seperate brand inside the same company to avoid being associated with the 'mother brand'. Pampers/Luvs

Script*

A sequence of events an individual expects to occur (different from schema)

Knowledge structure

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

Rituals

A set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically.

time poverty is

A situation in which a person is lacking time, which leads to stress

Culture

A society's personality. The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society.

Uncertainty Avoidance

A society's tolerance for uncertainty and ambiguity

Allegory

A story about an abstract trait or concept that advertisers tell in the context of a person, animal, vegetable, or object.

Narrative

A story that is used to convey product information.

Myth

A story with symbolic elements that represents a culture's ideals. Story often focuses on conflict between two opposing forces, and its outcome serves as a moral guide.

Relationship Marketing

A strategy that focuses on keeping and improving relationships with current customers

Rokeach value survey

A survey that measures instrumental and terminal values.

Subliminal Perception

A thought or behavior that is influenced by stimuli that a person cannot consciously report perceiving

Valentine's Day

A time for romantic gifts.

The exchange

A transaction in which two or more organizations or people give/receive something of value Mutually beneficial and an integral part of marketing

Want

A way society has taught us to satisfy a specific need

Reader-response Theory

A widely accepted perspective in literature that focuses on the role of the reader in interpreting a story rather than just relying upon the author's version.

The point at which a stimulus is strong enough to make a conscious impact on a person's awareness

Sensory Threshold

Name the 3 phases of a rite of passage

Separation (left home) Liminality Aggregation

Segregation

Shop and live away from mainstream.

Affiliation

Shopping centers are a natural place to congregate. The shopping mall is a favorite "hangout" for teenagers.

Heuristics

Shortcuts used to simplify product choices. Mental rules-of-thumb.

Two-step flow model of influence

Small group of influencers disseminates information because they can modify the opinions of many people.

Dimensions of time related to Timestyles

Social dimension Temporal orientation dimension Planning orientation dimension Polychronic orientation dimension

Hedonic shopping motives

Social experiences Sharing of common interests Affiliation Status The thrill of the hunt

Linkbaiting

Social media pros refer to the careful crafting of a title that markets the concept.

Source attractiveness

Social value recipients attribute to a communications physical appearance, social status, or similarity to the receiver.

Crowdsourcing

Soliciting ideas for new products from a user community.

The Foreign Corrupt Practices Act (1977)

The law/act that makes it illegal for U.S. executives to bribe foreigners to gain business

Conscientiousness

The level of organization and structure a person needs.

Absolute threshold

The lowest level of stimulation that a person can detect

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 rejects him.

Differential Threshold

The point of sensitivity at which the least amount of change in a stimulus gives rise to a change in sensation.

Weber's Law

The principle that, to be perceived as different, two stimuli must differ by a constant minimum percentage (rather than a constant amount)

Information search

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

Elaborative rehearsal*

The process in which we switch information from short term memory into long term by relating one sensory or whatever thing to another.

Provide the definition of consumer behavior.

The process involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

Presentation

The process of gift exchange.

Spreading Activation*

The process through which activity in one node in a network flows outward to other nodes through associative links. (Axe) Brand Specific: it's macho Ad Specific: Macho guys using axe products Brand Identification: AXE brand Product Category: The product sits on the cabinet shelf Evaluative Reactions: that looks cool

CSR (corporate social responsibility)

The processes that encourage a business organization to make a positive impact on the various stakeholders in the community

Connection between product symbolism and motivation

The product represents a consumer's true goal, which is socially unacceptable or unattainable.

Retail theming

The quest to entertain means that many stores go all out to create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation.

Principle of cognitive consistency

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

Stimulus discrimination

Weakening reaction to a conditioned stimulus when a reaction doesn't follow a stimuli similar to the conditioned stimulus.

Part-Category Cueing

When marketers present a list of products in a category and then the person has to come up with other ones

Extinction

When the effects of prior conditioning diminish and disappear. no longer salivate to bell

Paradox of low involvement

When we don't care as much about a product, the way it's presented (e.g., who endorses it or the visuals that go with it) increases in importance.

Coercive power

When we influence someone because of social or physical intimidation.

Prestige-exclusivity effect

Where high prices still create high demand.

Advergaming

Where online games merge with interactive advertisements that let companies target specific types of consumers.

Snob effect

Whereby lower prices reduce demand.

wearable computing

Whether devices we wear on our wrist like the Apple Watch, on our face like Google Glass, or woven into our clothing, increasingly our digital interactions will become attached to our bodies and perhaps even inserted into our bodies as companies offer ways to implant computer chips into our wrists

Star power

Works because celebrities embody cultural meanings: status and social class

value

a belief that some condition is preferable to its opposite

Brand equity

a brand has strong positive associations in a consumer's memory and commands a lot of loyalty

salience

a brand's prominence or level of activation in memory

red sneakers effect is what

a brave person who wears read kicks in a professional setting

avoidance-avoidance conflict

a choice situation where both alternatives are undesirable

schema

a cognitive framework we develop through experience

phablets

a combination of the features of a cellphone and a tablet

Total Quality Management (TQM)

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

identity

a component of self-concept

torn self

a condition where immigrants struggle to reconcile their native identities with their new cultures

chunk

a configuration that is familiar to the person and that he or she can think about as a unit

counterarguing

a consumer thinks of reasons why he doesn't agree with the message

media literacy

a consumer's ability to access, analyze, evaluate, and communicate information

goal

a consumer's desired end state

product involvement

a consumer's level of interest in a particular item

body image

a consumer's subjective evaluation of his or her physical self

productivity orientation

a continual striving to use time constructively

sex roles

a culture's expectations about how members of the male or female gender should act, dress, or speak

search engines

a database website that allows the user to locate links to specific information given search criteria, such as Google, Yahoo, and Bing

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

nudge

a deliberate change by an organization that intends to modify behavior

narrative

a description of a product that is written as a story

classic

a fashion with an extremely long acceptance cycle

emotional oracle effect

a finding reported by researchers that people who trust their feelings are able to predict future events better than those who do not

Hierarchy of Needs

a framework that specifies different levels of motives that depends on the consumer's personal situation

horizontal revolution

a fundamental change in how consumers communicate via social media

aspirational reference group

a group that someone would like to join

e-sports

a growing activity that involves spectators who watch video gamers compete with one another

member contributions

a healthy proportion of users need to contribute content

attitude

a lasting, general evaluation of people, objects, advertisements, or issues

conditioned response

a learned response to a previously neutral (conditioned) stimulus

permission marketing

a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him

humor appeals

a marketing message that relies upon humor to sell a product

spectacles

a marketing message that takes the form of a public performance

happiness

a mental state of well-being characterized by positive emotions

ideal of beauty

a model, or exemplar, of appearance valued by a culture

social game

a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players

envy

a negative emotion associated with the desire to reduct the gap between oneself and someone who is superior on some dimension

dadvertising

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

lovemark

a passionate commitment to a brand

consumer style

a pattern of behaviors, attitudes, and opinions that influence all of a person's consumption activities

consumer style

a pattern of behaviors, attitudes, and opinions that influences all of a person's consumption activities

reinforcement schedule

a pattern that defines how often the desired response will be reinforced fixed interval - first response brings rewards variable interval - time must pass before you get reinforced varies based on average fixed-ratio - reinforcement only occurs after a fixed number of responses variable ratio - reinforced after a certain number of responses but don't know how many are required (casino slot machines for example)

microfame

a period of notoriety due to a surge of interest on the internet

self-fulfilling prophecy

a person acts according to the way he or she believes others expect, thus confirming this consumption

approach-avoidance conflict

a person desires a goal but wishes to avoid it at the same time

approach-approach conflict

a person must choose between two desirable alternatives

ideal self

a person's conception of how he or she would like to be

involvement

a person's perceived relevance of the object based on their inherent needs, values, and interests

actual self

a person's realistic appraisal of his or her qualities

personality

a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment

public self-consciousness

a personality trait that makes a person very aware of how he or she appears to others

multiple-intelligence theory

a perspective that argues for other types of intelligence, such as athletic prowess or musical ability, beyond the traditional math and verbal skills psychologists use to measure IQ

Consumer Addiction

a physiological or psychological dependency on goods or services

selfie

a picture a smartphone user takes of himself or herself

frequency marketing

a popular technique that rewards regular purchasers with prizes that get better as they spend more; i.e. frequent flyer models

identity marketing

a practice whereby consumers are paid to alter some aspects of their selves to advertise for a branded product

fattism

a preference for thin people and/or discrimination against overweight people

sentiment analysis

a process (sometimes also called opinion mining) that scours the social media universe to collect and analyze the wordspeople use when they describe a specific product or company

lateral cycling

a process in which already purchased objects are sold to others or exchanged for other items (reusing people's things)

memory

a process of acquiring information and storing it over time so that it will be available when we need it

collective self

a process of self-definition whereby an individual's identity is largely derived from his or her group memberships

Attentional Gate

a process whereby information retained for further processing is transferred from sensory memory to short-term memory

medical tourism

a rapidly growing sector of the global economy that encourages consumers to travel to other countries for surgical procedures that might be unavailable, more dangerous, or more expensive where they live

locational privacy

a related issue. GPS-enabled phones/cars share approximate locations with a centralized service

bromance

a relationship characterized by strong affection between two straight males

learning

a relatively permanent change in behavior caused by experience

positive reinforcement

a reward that strengthens the response to desired behaviors

leaderboard

a scoreboard providing the names and current rankings of top competitors

fantasy

a self-induced shift in consciousness, often focusing on some unattainable or improbable goal; sometimes fantasy is a way of compensating for a lack of external stimulation or for dissatisfaction with the actual self

script

a sequence of events an individual expects to occur

knowledge structure

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

paradigm

a set of beliefs that guide our understanding of the world

Web 2.0

a set of economic, social, and technology trends that collectively form the basis for the next generation of the Internet

social network

a set of relations- essentially, a set of dyads- held together by ties between individuals

empty self

a shift toward a greater focus on the self as traditional points of reference such as family and cultural traditions recede in importance

shopping orientation

a shopping style that puts particular emphasis on certain activities or shopping motivations

embodied cognition

a simple way to explain it is states of the body modify states of the mind

focus groups

a small group of voters chosen by a political campaign for their demographic similarities who are brought together to gauge how the group they represent feels about the candidate.

symbolic interactionism

a sociological approach stressing that relationships with other people play a large part in forming the self; people live in a symbolic environment, and the meaning attached to any situation or object is determined by a person' interpretation of these symbols

homeostasis

a stable state of physiological arousal

conditioned stimulus

a stimulus that elicits a response only after learning has taken place

Conditioned stimulus

a stimulus that elicits a response only after learning has taken place and then leads to a conditioned response

unconditional stimulus

a stimulus that is naturally capable of causing a desired response

store image

a store's "personality," composed of such attributes as location, merchandise suitability, and the knowledge and congeniality of the sales staff

allegory

a story about an abstract trait or concept that advertisers tell in the context of a person, animal, veggie, or object

green marketing

a strategy that involves the development and promotion of environmentally friendly products and stressing this attribute when the manufacturer communicates with customers

Interpretivism

a study of consumer behavior that observes the act of consuming rather than the act of buying; based on qualitative research

influence network

a two-way dialogue between participants in a social network and opinion leaders

neuromarketing

a type of brain research that uses technologies such as functional magnetic resonance imaging (fMRI) to measure brain activity to better understand why consumers make the decisions they do

Sensory Signature

a unique characteristic of a brand conveyed on a perceptual channel

nanofame

a very brief period of "buzz" about someone who posts online or who appears in an online video

dramaturgical perspective

a view of consumer behavior that views people as actors who play different roles

cybermediary

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

persuasion

active attempt to change attitudes

AIO

activities interests opinions

AIOs

activities, interests, opinions

reference group

actual or imaginary individual/group that influences another

product line extension

adding additional products to an existing product line in order to compete more broadly in the industry

Where online games merge with interactive advertisements that let companies target specific types of consumers

advergaming

mere exposure phenomenon

advertisers find positive effects for repetition even in mature product categories such as repeating product info. boosts consumers awareness of the brand

sadvertising

advertising that uses inspirational stories to generate an emotional response

independence hypothesis

affect and cognition are separate systems so that it's not always necessary to have a cognition to elicit an emotional response

bromance

affection between straight male friends

females - communal goals

affiliation and building harmonious relations

fixed-interval reinforcement

after a specified time period has passed, the first response an organism makes elicits a reward

compensary rule

allows a product to make up for its shortcomings on one dimension by excelling on another

elaborative rehearsal

allows information to move from STM to LTM; involves thinking about the meaning of the stimulus and relating it to other information already in memory

evoked set

alternatives a consumer knows about

heading tag

an HTML tag that is used to section and describe content

happiness economy

an economy based upon well-being rather than material wealth

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

embarrassment

an emotion driven by a concern for what others think about us

communal goals

an emphasis on affiliation and the fostering of harmonious relations, often associated with traditional female gender roles

agentic goals

an emphasis on self-assertion and mastery, often associated with traditional male gender roles

minimal group paradigm

an experimental paradigm in which researchers create groups based on arbitrary and seemingly meaningless criteria and then examine how the members of these "minimal groups" are inclined to behave toward one another

looking-glass self

an image of yourself based on what you believe others think of you

guilt

an individual's unpleasant emotional state associated with possible objections to his or her actions, inaction, circumstances, or intentions

information cascades

an online communication process where one piece of information triggers a sequence of interactions

retro brand

an updated version of a brand from a prior historical period

prospect theory

analyze how the value of a decision depends on gains or losses

the tendency to attribute human characteristics to objects or animals

anthropomorphism (disney movies)

attitude object

anything toward which one has an attitude

Alternate Reality Games (ARGs)

applications that blend online and offline clues and encourages players to collaborate to solve a puzzle

Name the 3 types of motivational conflict

approach-approach approach-avoidance avoidance-avoidance

lattitudes of acceptance and rejection

around an attitude standard - consider and evaluate ideas falling within the latitude favorably, but they are more likely to reject out of hand those that fall outside of the zone

dimensions of emotional states

arousing, exciting, pleasant, relaxing, sleepy, gloomy, unpleasant, distressing

art product vs craft

art- beauty like bliss or disgust craft has a formula and has a function

enclothed cognition

as a demonstration of the more general phenomenon of embodied cognition, the symbolic meaning of clothing changes how people behave

interference

as we learn additional information, it displaces the previous information

Behavioral learning theories

assume that learning takes place as the result of responses to external events

behavioral learning theories

assume that learning takes place as the result of responses to external events

social judgment theory

assumes that people assimilate new information about attitude objects in light of what they already know or feel

disclaimers

at end of commercial that supply additional info

multiple intelligence theory

athletic prowess or musical ability, beyond math and verbal skills used to measure IQ

observational learning process

attention, retention, production, motivation, observational learning

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

attitude

murray's psychogenic needs (TAT)

autonomy (independent), defendance (self against criticism), play (pleasurable activities)

according to saatchi & saatchi advertising agency, what are 4 basic conflicts common to all teens

autonomy vs. belonging (break away from family and grow up) rebellion vs. conformity (desire to rebel against parents) idealism vs. pragmatism (hypocritical and being right against society) narcissism vs. intimacy (own identity, but want to belong)

sex-typed traits

characteristics that are stereotypically associated with one gender or the other

sex-typed traits

characteristics we stereotypically associate with one gender or the other

culture production system

creative - generate new symbols and products managerial - make tangible, manage distribution communications - give meaning to new product

Term used to describe products that command fierce command loyalty, devotion, and maybe even worship by consumers

cult products (Apple, Harley-Davidson, Chick-fil-a)

common culprits

cultural pressures fear of deviance commitment group unanimity, size, expertise susceptibility to interpersonal influence environmental cues

more

custom with a strong moral overtone

social marketing

customers compared their progress with their neighbors' and broadcast their achievements on Facebook

a parody of a brand posted on a website that looks like the original but is in fact a critique of it

doppelganger brand image

what are DINKS

double income no kids

degree of arousal

drive

culture of participation

driving philosophy behind social media, belief in democracy, ability to freely interact with others, and open access to venues where one can share

4 major segments of global brands

global citizens - largest segment, quality, and innovation global dreamers - second-largest, quality products and myths antiglobals - dislike brands global agnostics - don't base on brand's global attributes

ritual script

grad programs and etiquette books

these ceremonies help us transition from our private self to our public self

grooming rituals

brand community

group of consumers who develop relationships based on shared interests or product usage

buying center

group of people - plays different roles in more complex organizational decision

antibrand communities

groups of consumers who share a common disdain for a celebrity, store, or brand

who was the speaker from troy

hal fulmer

this occurs when we assume that persons who rank high on one dimension excel on others as well

halo effect

Happiness vs. Meaningfulness

happiness is linked to satisfying needs (a taker>giver) vs. relates to activities that express oneself and impact others in a positive way (giver>taker)

title

headline or main indicator of a page's content

feedback loop

help with self-regulation (the flashes signs on side of the road that help drivers regulate their speed) provide people with information about their actions in real-time and give them a chance to change those so you push to improve

decision-making shortcuts referred to as "mental rules of thumb"

hieristics

Attitude researchers developed the concept of​ a hierarchy of effects to explain the relative impact of the three components of​ knowing, feeling, and doing. Name the three hierarchies of effects and the differences.

high involvement - think, feel, do low involvement - think, do, feel experiential - feel, do think

prestige-exclusivity effect vs. snob effect

high prices create high demand and lower prices reduce demand

mass connectors

highly influential members of social media networks

tailgating

highly popular group ritual

antifestival

holiday of halloween meaning distorts the symbols we associate with other holidays

balanced state

homeostasis

refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs

homophily

Authoritarian parents Neglecting parents Indulgent parents

hostile, restrictive, and emotionally uninvolved detached from their children, don't exercise control communicate more with kids ad less restrictive

B2C E-Commerce

businesses selling to consumers

never can prove a theory

but you can support it

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

Economies of Information

perspective, advertising is an important source of cnsumer informaion. this view emphasizes the economic cost o the time spent searching for products.

prominent stimuli

print formats and loud music with fast action and celebrities

grooming ritual

private self to public self

when we experience a significant difference between our current state of affairs and some state we desire (Houston we have a problem)

problem recognition

theory of reasoned action

newer version of the fishbein model

stages of problem recognition

no problem opportunity recognition need recognition

problem recognition has 3 categories. name the 3 categories and the relationship between the ideal state and actual state

no problem (ideal/actual state=same (balanced) opportunity recognition (happy with car but realize cool other cars) need recognition (content, but flat tire and need a tire)

flows

occur between nodes

synchronous interactions

occur in real time, texting back and forth with friends and family

shared endorsements

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

stimulus discrimination

occurs when a UCS does not follow a stimulus similar to a CS; when this happens, reactions weaken and will soon disappear

reporting bias

occurs when a source has the required knowledge but we question his or her willingness to convey it accurately

classical conditioning

occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own (dogs with the bells)

negative word of mouth

occurs when consumers spread negative information about a product, service, or store to others we like this more than positive WOM

feature creep

occurs when developers add extra features that were not part of the initial requirements (spiral of complexity)

reality engineering

occurs when marketers appropriate elements of popular culture and use them as promotional vehicles

purchase momentum

occurs when our initial impulse purchases actually increases the likelihood that we will buy even more

highlighting effect

occurs when the order in which consumers learn about brands determines the strength of association between these brands and their attributes

punishment

occurs when unpleasant events follow a response; we learn the hard way not to repeat these behaviors

instrumental (operant) conditioning

occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes

instrumental conditioning (operant conditioning)

occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes

observational learning

occurs when we watch the actions of others and note the reinforcements they receive for their behaviors

recognition vs. recall

one at a time and ask if seen before independently think about what they have seen before being prompted (greater effort)

autonomic decision

one family member chooses a product

Doppelganger brand mage is

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

geospatial platforms

online applications that use smartphones to identify consumers' physical locations

group dieting

online forums devoted to encouraging people to go on crash diets

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

open rates

power users

opinion leaders in online networks

selfie

or a picture a smartphone user takes of himself or herself on a smartphone (whether or not it's attached to a "selfie stick") is a common form of communication, especially for Millennials

highlighting effect

order in which we learn about brands determines the strength of association bt brands

The 3 examples of consumed consumers described in the textbook

organ/blood/hair donors, babies for sale, or prostitution

market segmentation strategies

organization targets its product, service, ideas only to specific groups of consumers

chunking

organizing items into familiar, manageable units; often occurs automatically

country of origin (COO)

original country from which a product is produced; it can be an important piece of information in the decision-making process

pleasure principle

our basic desire to maximize pleasure and avoid pain guides our behavior

impression management

our efforts to "manage" what others think of us by strategically choosing clothing and other cues that will put us in a good light

cognitive purhcase decision

outcome of a series of stages that results in the selection of one product over competing objects

cooptation

outsiders transform their original meanings

name in order the 5 steps in the cognitive decision making process

problem recognition information search evaluate alternatives product choice post purchase evaluation/outcomes

Memory

process of acquiring information and storing it over time so that it will be available when we need it

compensatory consumption

product choice driven by a threat to the self-concept

POP stimuli - point of purchase

product display or demonstration or employee that gives out free samples

The insertion of real products in fictional movies, TV shows, books, and plays is called _____

product placement (ultimate movie: Transformers or James Bond with Chevrolet and Volkswagon cars)

sex-typed products

products that reflect stereotypical masculine or feminine attributes

salience

prominence or level of activation in memory

Transformative Consumer Research (TCR)

promotes research projects that include the goal of helping people or bringing about social change

guerrilla marketing

promotional strategies that use unconventional means and venues to encourage word of mouth about products

message involvement

properties of the medium and message content that influence a person's degree of engagement with the message

two step flow model of influence

proposes that a small group of influencers disseminate information since they can modify the opinions of a large number of other people

researchers who work on this theory analyze how the value of a decision depends on gains or losses

prospect theory

consumed consumers

prostitutes organ/blood/hair donors babies for sale

self-perception theory

provides an alternative explanation of dissonance effects - observe our own behavior to determine just what our attitudes are, much as we assume that we know what another person's attitude is when we watch what he does

body image distortions

psychological disorders that cause the patient to believe that his or her body is bigger or smaller than others see it

body image distortions

psychological disorders that cause the patient to believe that his or her body is bigger or smaller than others see it occur among females

the mathematical style of waiting in lines (a queu)

queuing theory

a widely accepted perspective in literature that focuses on the role of the reader in interpreting a story rather than just replying upon the author's version

reader response theory

basic psychological principles that influence people to change their minds

reciprocity scarcity authority consistency liking consensus

pre purchase search

recognize a need and search market for specific information

this term describes a brave person who sports a pair of red kicks in a professional setting

red sneakers effect

spontaneous recovery

reestablished connection of emotional reactions to songs/pictures not in a long time

6 forms of power are what

referent information legitimate expert reward coercive

list the 6 classifications of power presented in the textbook

referent legitimate reward information expert coercive

B2B ecommerce

refers to Internet interactions between two or more businesses or organizations

source credibility

refers to a communicator's expertise, objectivity, or trustworthiness

comparative advertising

refers to a message that compares two or more recognizable brands and weighs them in terms of one or more specific attributes

androgyny

refers to the coexistence of both masculine and feminine personality traits in a single person

tie strength

refers to the nature of the bond between people

source attractiveness

refers to the social value recipients attribute to a communicator

need vs. want

reflects a basic goal like staying nourished vs. specific pathway to achieve the objective

third gender movement

register gender as nonspecific

fixed ration reinforcement

reinforcement occurs only after a fixed number of responses; this schedule motivates you to continue performing the same behavior over and over

episodic memories

relate to events that are personally relevant

episodic memories

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

symbolic interractionism

relationships with other people play a large part to form the self

value system

relative importance and ranking of the universal values

brand loyalty

repeat purchasing behavior that reflects a conscious decision to continue buying the same brand

Repetition

repeated exposures and prevent decay of associations in memory

repetition

repeated exposures that increase the strength of stimulus-response associations and prevent the decay of these associations in memory

Compulsive Consumption

repetitive shopping, often excessive, as an antidote to tension, anxiety, depression, or boredom

social graphs

represent the interconnection of relationships in a social network

prototypical

representative of a pattern or category

self-image congruence models

research that suggests we chooseproducts when their attributes match some aspect of the self

lifestyle segmentation typologies

respondents answer a battery of questions that allow the researchers to cluster them into a set of distinct lifestyle groups

torn self

respondents struggle with retaining an authentic culture while still enjoying western freedom

shaping

responses made/elicited to deliberately obtain a goal, causing us to learn the desired behavior over a period of time

normative influence

result in contradiction bt what we say we will do and what we actually do when the moment of truth arrives

An updated version of a brand from a prior historical period

retro brand (slinky)

frequency marketing

rewards regular purchasers with prizes that get better as they spend more

A set of multiple, symbolic behaviors (weddings) that occurs in a fixed sequence and is repeated periodically

rituals

rites of passage

rituals we perform to mark a change in social status stages are separation (detaches from group and leaves), liminality (between statuses), and aggregation (returns to new status)

standards of behavior

rules that specify what members can and can't do on the site

Autonomic

salivation

response bias

saying yes regardless to the question asked

service scripts

scripts that guide our behavior in commercial settings

Embeds

symbols that are usually sexual are photoshoped into a picture and they supposidely exert strong but unconceus influences

utilitarian needs hedonic needs

tangible attributes like amount of fat experiential and subjective like fantasy

Market Segmentation Strategies

targeting a brand only to specific groups of consumers rather than to everybody

co-branding strategies

team up with other companies to promote two or more items

virtual makeover

technologies make it even easier for each of us to involve the digital self as we choose products to adorn our physical selves

moods

temporary positive or negative affective states accompanied by moderate levels of arousal

category exemplars

tend to exert a disproportionate influence on how people think of the category in general

stimulus generalization

tendency of stimuli similar to a CS to evoke similar conditioned responses

Anthropomorphism

tendency to attribute human characteristics to objects/animals

Figure-Ground Principle

the Gestalt principle whereby one part of a stimulus configuration dominates a situation whereas other aspects recede into the background

People react to similar stimuli in much the same way they respond to the original stimulus. This generalization is called what?

the HALO effect

megaphone effect

the ability of individual bloggers to share their opinions about products with large numbers of online followers

meerkating

the act of shooting a live video stream

retail therapy

the act of shopping in order to improve mood or mental state

meerkating is

the act of someone shooting a live video stream, has become a verb as thousands of people create their own running self-documentaries

Anticonsumption

the actions taken by consumers involving the deliberate defacement or mutilation of products

priming

the activation, often unconsciously, of certain associations, thus predisposing one's perception, memory, or response

Gyges Effect

the anonymity of the internet can cause otherwise moral people to experience a loss of inhibition and post things they would never say to a person in the real world

rational perspective

the assumption that people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision

imbibing idiot bias

the assumption that people who drink alcohol are less intelligent

social comparison

the basic human tendency to compare ourselves to others

Hyperreality

the becoming real of what is initially simulation or "hype"

self concept

the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities

self-concept

the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities

nostalgia

the bittersweet emotion that arises when we view the past with both sadness and longing

social power

the capacity to alter the actions of others

Big data

the collection and analysis of extremely large datasets

online community

the collective participation of members who together build and maintain a site

advertising wear-out

the condition that occurs when consumers become so used to hearing or seeing a marketing stimulus that they no longer pay attention to it

source derogation

the consumer may doubt the credibility of a biased presentation

homophily

the degree to which a pair of individuals is similar in terms of education, social status, and beliefs

variety-seeking

the desire to choose new alternative over more familiar ones

drive

the desire to satisfy a biological need to reduce physiological arousal

evaluative criteria

the dimensions consumers use to compare competing product alternatives

extinction

the diminishing of a conditioned response due to lack of association between the CS and the UCS

Extinction

the effects of prior conditioning diminish and disappear

gender identity

the elements of self-concept that reflect sex roles

maximizing solutions

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

situational invovlement

the extent to which a shopper is engaged with a store, website, or a location where people consumer a product or service

extended self

the external objects we consider a part of our self-identity

pioneering brand

the first brand to enter a market

core values

the fundamental, passionate, and enduring principles of an organization that guide its conduct over time freedom and achievement

halo effect

the generalization that occurs when people react to other, similar stimuli in much of the same way they responded to the original stimulus

sexting

the growing trend of young people posting sexually suggestive photos of themselves online

mood congruency

the idea that our judgements tend to be shaped by our moods

norms

the informal rules and shared expectations that groups establish to regulate the behavior of their members

product placement

the insertion of real products in fictional movies, TV shows, books, and plays

material accumulation

the instinct to earn more than we can possible consume

material accumulation

the instinct to earn more than we can possibly consume

gender socialization

the learning of gender roles through social factors such as schooling, the media, and family

Interpretant

the meaning derived from a sign or symbol

involvement

the motivation to process product-related information

popular culture

the music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market

P2P commerce (peer-to-peer)

the notion of doing business with other consumers rather than with companies

organizational buyers

the people who purchase products and services for use in business and government

open rates

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

Perceptual Filters

the personality-, psychology-, or experience-based differences that influence people to ignore or pay attention to particular stimuli

mass customization

the personalization of products and services for individual customers at a mass-production price

expectancy theory

the perspective that behavior is largely "pulled" by expectations of achieving desirable outcomes, or positive incentives, rather than "pushed" from within

embodied cognition

the perspective that our behaviors and observations of what we do and buy shape our thoughts rather than vice versa

symbolic self-completion theory

the perspective that people who have an incomplete self-definition in some context will compensate by acquiring symbols associated with a desired social identity

atmospherics

the physical elements in a store's design that appeal to consumers' emotions and encourage buying

self esteem

the positivity of a person's self-concept

self-esteem

the positivity of a person's self-concept

androgyny

the possession of both masculine and feminine traits

recommerce

the practice of trading or reselling used possessions in the underground economy rather than purchasing new items from retailers

consumer socialization

the process by which people acquire the skills, knowledge, and attitudes necessary to function in the marketplace

consumer socialization

the process by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace

looking-glass self

the process of imagining the reaction of others toward oneself

modeling

the process of imitating the behavior of others

Modeling

the process of imitating the behavior of others.

acculturation

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

enculturation

the process of learning the value system and behavior of our own culture

spreading activation

the process that allows us to shift back and forth among levels of meaning

identity negotiation

the process that occurs when both participants in an encounter reach an agreement about the role of each person like age or appearance

collective value creation

the process whereby brand community members work together to develop better ways to use and customize products

inertia

the process whereby purchase decisions are made out of habit because the consumer lacks the motivation to consider alternatives

motivation

the processes that lead people to behave as they do

third gender movement

the push to expand the definition of gender beyond the traditional categories of male and female

network effects

the quality of the site improves as the number of users increases

narrative transportation

the result of a highly involving message where people become immersed in the storyline

response bias

the results we obtain from a measuring instrument are not necessarily based on what we measure, but rather on something else about the instrument or the respondent

kin network system

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

situational self image

the role a person plays in a specific social context that helps to determine how he or she feels

Positioning Strategy

the selection of key themes or concepts that the organization will feature when communicating this distinctiveness to the target segment

chapter 6 is on

the self: the mind, the gender, and the body

social media

the set of technologies that enable users to create content and share it

showrooming

the shopping practice of coming into retail store showrooms to check out merchandise and prices but instead buying from an online-only rival, sometimes while in the store

traditional communications model

the source then message then medium then consumer and feedback

information search

the stage of the buyer decision process in which the consumer is motivated to search for more information

decay

the structural changes that learning produces in the brain simply go away

behavioral economics

the study of situations in which people make choices that do not appear to be economically rational

Neuroendocrinological science

the study of the potential role of hormonal influences on preferences for different kinds of products or people

neuroendocrinological science

the study of the potential role of hormonal influences on preferences for different kinds of products or people

long-term memory

the system that allows us to retain information for a long period of time

ego

the system that mediates between the id and the superego (referee in the fight)

IKEA Effect

the tendency for consumers to like products more when they are involved in building or assembling them

spacing effect

the tendency for distributed study or practice to yield better long-term retention if repeats the target item than in short time period

state dependent retrieval

the tendency for information to be better recalled when the person is in the same state during encoding and retrieval

martyrdom effect

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

spacing effect

the tendency for us to recall printed material more effectively when the advertiser repeats the target item periodically, rather than presenting it repeatedly in a short time period

stimulus generalization

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

Dispreferred Marker Effect

the tendency to couch negative product reviews in softer terms to avoid looking harsh and judgmental like god bless it or i do not want to be mean but

this hedonic shopping motive involves people who pride themselves on their knowledge of the marketplace. they may love to haggle and bargain and even view this process as a sport

the thrill of the hunt

variable-interval reinforcement

the time that must pass before you get reinforced varies based on some average; because you don't know exactly when to expect the reinforcement, you have to respond at a consistent rate

U-Commerce

the use of ubiquitous networks that will slowly but surely become part of us, whether in the form of wearable computers or customized advertisements beamed to us on our cell phones.

negative state relief

the view that helping others is a way to resolve one's own negative moods

augmented reality

the viewing of the physical world with computer-generated layers of information added to it

affect

the way a consumer feels about an attitude object

framing

the way an issue is posed; how an issue is framed can significantly affect decisions and judgments

stage of cognitive development

their ability to comprehend concepts of increasing complexity

selective search

their efforts are more focused and efficient

theory of cognitive dissonance

theory based on the premise that a state of tension is created when beliefs or behaviors conflict with one another; people are motivated to reduce this inconsistency (or dissonance) and this eliminate unpleasant tension

cognitive learning theory

theory of learning that stresses the importance of internal mental processes and that views people as problem solvers who actively use information from the world around them to master their environment; stresses the role of creativity and insight during the learning process

updated version of the Fishbein mode; involving intentions vs. behavior and attitude toward the act of buying

theory of reasoned action

this theory states that we should replace the criterion of behavior in the reasoned action model with trying to reach a goal

theory of trying

lurkers

they absorb content that others post rather than contributing their own

Consumed Consumers

those people who are used or exploited, whether willingly or not, for commercial gain in the marketplace

mixed emotions

those with positive and negative components

refers to the nature of a bond between people

tie strength

5 metaphors that capture participants' perspectives on time

time is... pressure cooker map mirror river feast

many consumers believe they are more pressed for time than ever before. marketers label this feeling

time poverty

ways to decorate the physical self -

to separate group members from nonmembers to place the individual in the social organization to place the person in a gender category to enhance sex-role identification to indicate desired social conduct to indicate high status or rank to provide a sense of security

brand loyalty

totally different story - describes a pattern of repeat purchasing behavior that involves a conscious decision to continue buying the same brand

sociometric methods

trace communication patterns among members of a group

Database marketing

tracks specific consumers' buying habits very closely and crafts products and messages tailored precisely to people's wants and needs based on this information

gender-bending products

traditionally sex-typed items adapted to the opposite gender

market maven is

transmit market info. of all types enjoy staying on top of what is happening

One of the most influential sociological perspectives on fashion

trickle-down-theory (Hollywood stars upper-class and everyone follows)

gamification

turns routine actions into experiences as it adds gaming elements to tasks that might otherwise be boring or routine

this theory explains the fine line between familiarity and boredom

two-factor theory (like Huyndaii where change jobs every break)

this proposes that a small group of influences disseminates information because they can modify the opinions of a larger number of people

two-step flow model of influence

what is the subject of a haul video

unboxing videos and shopping for clothing

laddering

uncovers consumers' associations between specific attributes and these general consequences

elaboration likelihood model (ELM)

under conditions of high involvement we take the central route of persuasion and low involvement we take peripheral route

archetypes

universally recognized ideas and behavior patterns that involve themes such as brith or death or the devil

Name the two different processes that explains when a shopper suddenly buys something in a store

unplanned buying - unfamiliar impulse buying - the sudden urge

2 different processes happens when shoppers suddenly buy from store

unplanned buying - unfamiliar impulse buying - familiar and sudden urge

guilt

unpleasant emotional state with possible objections to actions

retro brand

updated version of a brand from a prior historical period

psychographics

use of psychological, sociological, ad anthropological factors to determine how the market is segmented by the propensity of groups within the market and their reasons to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium

frugality

use what they already own instead of buying short-term purchases

sensory marketing

using the sense - taste, smell, touch, hear, see

Name the four different attitude functions associated with the functional theory of attitudes and what is the difference

utilitarian value-expressive ego-defensive knowledge

principle of cognitive consistency

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

ongoing search

veteran shoppers enjoy browsing for fun and because we like to stay up to date on what is happening in the marketplace (shopaholics)

The 3 possible courses of action a consumer has when not happy with a product or service

voice response (retailer) ask for a refund, private response (friends) boycott the store, third-party response (court) take it legally to the judge

Shows that almost any technique that increases the novelty of the stimulus also improves recall

von restorff effect

culture system (3) ecology, social structure, and ideology

way a system adapts to its habitat way people maintain a social life mental characteristics and way they relate to environment

retrieval stage

we access the desired information

state-dependent retrieval

we are better able to access information if our internal state is the same at the time of recall as when we learned the information

default bias

we are more likely to comply with a requirement than to make the effort not to comply

sunk-cost fallacy

we are reluctant to waste something we have paid for

loss aversion

we emphasize losses more than gains

contructive processing

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

expectancy disconfirmation model

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

storage stage

we integrate this knowledge with what is already in memory and "warehouse" it until it is needed

long tail

we no longer need to rely solely on big hits to find profits

theory of trying

we should replace the criterion of behavior in the reasoned action model with trying to reach a goal

self-regulation

we specify in advance how we want to respond in certain situations

Principle of Similarity

we tend to group figures according to how closely they resemble each other, whether in shape, color, or orientation

part of the brain called executive control center

we use for important decision making including moral judgments can be worn down or distracted even by simple tasks like memorizing numbers

observational learning

we watch the actions of others and note the reinforcements they receive for their behaviors

Consumption Communities

web groups where members share views and product recommendations online.

licensing

well known for

TAT

what is happening what led up to this situation what is being thought what will happen

stimulus discrimination

when a UCS does not follow a stimulus similar to a CS

brand equity

when a brand has strong positive associations in a consumer's memory and commands a lot of loyalty as a result

spontaneous recovery

when a stimulus is able to evoke a weakened response years after we first perceived it

classical conditioning

when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a similar response because we associate it with the first stimulus.

viral marketing

when an org. motivates visitors to forward online content to their friends spreading quickly

Exposure

when stimulus comes within a range of someone's sensory receptors

social default

when we are preoccupied with other demands, we are likely to mimic others' behaviors

halo effect

when we assume that persons who rank high on one dimension excel on others too

paradox of low involvement

when we do not care as much about a product or the way it is presented increases in importance

collective self

where a person derives his or her identity in large measure from a social group

associative network

where an incoming piece of information is stored that contains many bits of related information

advergaming

where online games merge with interactive advertisements that let companies target specific types of consumers

swishing

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

consumption communities

where people share on web opinions/recommendations

acoustically semantically

how it sounds what it means

title tag

html tag that defines page's title. Title is displayed in browser's title bar, in search engine results, and RRS feeds

anthropomorphism with debbie

human characteristics to an inanimate object

Modernism/Positivism

human reason is supreme and there is a single, objective truth that science can discover

meme theory

idea or product that enters the consciousness of people over time

personality traits

identifiable characteristics that define a person

contemporary young mainstream female achievers (CYMFA)

identified different roles these women play in different contexts

a perspective on consumer behavior that views people as actors who play different roles

identity

modeling

imitating the behaviors of others

ID

immediate gratification and the "party animal" of the mind

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

paradox of low involvement (in the peripheral route)

belief system

seek others with similar beliefs so the networks overlap

lexicographic rule

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

summarizes the beliefs a person holds about his/her own attributes and how he/she evaluates the self on these qualities

self concept

refers to the positivity of a person's self-concept

self esteem

this suggests we choose products when their attributes match some aspect of the self

self-image congruence models

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

self-perception theory

counterfeit

sell fake version

tricks of the trade

sell sweets at eye level use end of aisle to generate big revenue sprinkle same product throughout store health ingredients group stuff for meal together

sacred vs profane consumption

set apart events from normal and treat with respect vs. ordinary everyday objects and events

brand personality

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

gender-bending products

sex-typed items adapted to the opposite gender

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

timestyle

name the four levels of the extended self that allow people to feel as though they are rooted in their larger social environments

individual family community group

FFO family financial officer

individual who keeps track of family's bills and how to spend surplus funds

4 levels of the extended self are

individual-level - jewelry car and clothes family-level - residence and furnishings community-level - neighborhood or town group-level - landmarks, statues, sports teams

self-monitors

individuals who are very conscious of their behavior in social situations

Autotelics

individuals who enjoy touching products to experience them

opinion leaders

individuals who exert direct or indirect social influence over others

WOM word of mouth

information about products, services, and experiences that is transmitted from consumer to consumer

encoding stage

information enters in a way the system will recognize

self-image congruence models

suggest that we choose products when their attributes match some aspect of the self

meerkating

live-stream videos

locavore

locally produced meats and veggies like farmers markets to sell

symbolic self-completion theory

suggests that people who have an incomplete self-definition tend to complete this identity when they acquire and display symbols they associate with that role

if we pay for something, we're more reluctant to waste it (movies)

sunk cost falacy

who was the guest speaker who owned the clark cinema movies

mack clark

we often rely on rules of thumb to

make routine decisions

a person who likes to transmit marketplace of all types

market maven

celebrity endorsements

marketers hope that the star's popularity will transfer to the product or when a nonprofit organization recruits a celebrity to discourage harmful behaviors

sex appeals

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

family branding

marketing several different products under the same brand name

MMORPGs

massive multiplayer online role playing games

queuing theory

mathematical theory of waiting in lines

Nonsense syllables with beauty or success words

meaningless set of letters with words meaning transfers to the fake words

dissonance

means tension

levels of categorization

superordinate (dessert), basic (fattening vs. non), subordinate (different categories of products)

involves phone calls and texts to police departments that falsely report wrongdoing at a celebrity's home

swatting

this movement is where people organize parties to exchange clothing or other personal possessions with others

swishing

fastest countries vs slowest

switzerland, ireland, germany, japan, italy mexico, indonesia, brazil, el salvador, syria

enclothed cognition

symbolic meaning of clothing changes how people behave

product complementarity

symbolic meanings of different products relate to one another

term that describes the act of someone shooting a live video stream

meerkating

nodes

members of a social network connected to others via one or more shared relationships

evaluative reactions

memory is stored as positive or negative emotions

brand-specific

memory is stored in terms of claims the brand makes

product category

memory is stored in terms of how the product works or where it should be used

brand identification

memory is stored in terms of the brand name

ad-specific

memory is stored in terms of the medium or content of the ad itself

in some instances, we create this to help us estimate what we will consume over time so that we can regulate what we do in the present (like meal prepping)

mental budget

people tend to like things that are more familiar to them, even if they were not that keen on them initially. this is called ____

mere exposure phenomenon

What are the four interrelated functions that a myth serves in a culture

metaphysical cosmological sociological psychological

4 myth types

metaphysical - explain origins of existence cosmological - all parts of universe are single picture sociological - social order and code psychological - models for personal conduct

according to urban dictionary, undergrads at school are into 3 categories

metro - own lots of shoes and sunnies and moisturize hesher - acid wash jeans and in parents basement emo - greasy hair and dark colors and punk rock music

what are the 3 things included in ch. 6 the self?

mind gender body

information processing approach

mind is described as a computer

Search Engine Optimizer

mines internet data to provide consulting to firms who wish to move up the listing of hits for terms related to their product category

consumer confusion

mistaken copycats for the original

m-commerce

mobile commerce where marketers promote their goods and services via wireless devices

contemporary young mainstream female achievers (cymfa)

modern women who assume multiple roles

continuous vs. dynamically continuous vs. discontinuous

modification of existing product significant change to an existing product really big changes

perceived risk types

monetary, social, functional, physical, and psychological

superordinate category vs subordinate

more abstract vs. includes individual brands

self-monitors

more attuned to how they present themselves in their social environments, and their estimates of how others will perceive their product choices influence what they choose to buy

actual self

more realistic appraisal of the qualities we do and don't have

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

morning morality effect

heavy users

most faithful customers

Describes engagement with a store, web site, or location where people consume a product or service (situational involvement)

personalize messages shoppers receive at time of purchase, based on what consumers pick up off the shelf, and butts-in-seats strategy, e-sports is rapidly growing phenomenon around the world

Remember the number

12-45-78-36

what percentage of people who buy kosher food do it for religious reasons

15%

motivational research

1950s, borrowed freudian's ideas to understand the deeper meanings of products and advertisements

when and how did the label teenager enter the general US vocabulary

1956 band

binary opposition

2 opposing ends of a dimension

dyadic encounters

2 person groups both parties must reach an agreement about the roles of each participant during a process of identity negotiation

80/20 rule

20% of users account for 80% of sales

when did Hofstede die

2020

What percentage of people celebrated Valentine's day?

53%

Research shows once an app was installed __________ in one day, the popularity took off.

55 times

according to the textbook, what is the senior market, and how big is the senior market

700 million and 2 million by mid century older than 60

Why is it important for businesses to learn about their heavy users?

80/20 rule: 20 percent of users account for 80 percent of sales. Faithful customers will comprise a very important market segment.

Facebook users outside of the US

90%

Maintenance

Actions associated with culture of origin.

Reference group

Actual or imaginary individual or group that significantly influences an individual's evaluations, aspirations, or behavior.

Evaluate alternatives

Actually choose a product from several alternatives.

Product line extension

Adding related products to established brands.

Adaptation

Adjustment to environmental conditions, or when consumers no longer notice a certain stimuli because they have been exposed to it

Assimilation (ch. 13)

Adopt habits, products, values of mainstream culture.

Latitudes of acceptance and rejection

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.

Ecology

The way a system adapts to its habitat.

Social structure

The way people maintain an orderly social life.

Contrast

The way we notice stimuli that differ from others around them. Color, size, position and novelty.

Gestalt

The whole is greater than the sum of it's parts.

This chapter states that "people often buy products not for what they do but what they mean." Explain the meaning of this statement and provide an example.

There's more to the product than the item or service itself. If you buy an Apple computer, it means you will get excellent repair and service.

plinking

act of embedding a product or service link in a video

perceived risk

belief that a product has potentially negative consequences

The Values and Lifestyles System (VALS2)

best known lifestyle segmentation system; uses a battery of 39 items to divide US adults into groups each with distinctive characteristics innovators thinkers achievers experiencers believers strivers makers strugglers

intersex children

born with both genitals or ambiguous sex characteristics

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

brand personality pillsbury doughboy and michelin man

influence impressions

brand-specific mentions on social media posts

follower brand

brands that enter a market after another brand has already tested the waters

vegetarianism vs veganism

diet excluding meat but excludes the death of milk/cheese/butter cruelty to animals

naive advertising

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

DVC

digital viral consumption

rationalization

discover flaws that with the option we did not choose

look-alike packaging

distinctive packaging designs create strong associations with a particular brand

look-alike packaging

distinctive packaging designs create strong associations with a particular brand; companies that make generic or private-label brands and want to communicate a quality image often exploit this linkage when they put their products in packages similar to those of popular brands

buyclass theory of purchasing

divides organizational buying decisions into three types that range from the least to the most complex level of info. must gather prior to decision the seriousness with must consider all possible alternatives degree to which familiar with purchase

employee performance

employee training, evaluation, and compensation systems

a perspective that states people that shifted inward and a focus on the self is an unconscious way to compensate for what we have lost

empty self

Stages of memory process

encoding storage retrieval

Name the three stages of the memory process

encoding - the way you can remember storage retrieval

learning the beliefs and behaviors endorsed by one's own culture; then learning the value system and behaviors of another culture

enculturation acculturation

conjunctive rule

entails processing by brand

mental budget

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

schema

even more complex unit - the cognitive framework we develop through experience one type: script

brandfests

events that companies host to thank customers for their loyalty

badges

evidence of some achievement consumers display either in the physical world or on social platforms

counteractive construal

exaggerating the negative aspects of behaviors that will impede the attainment of a goal as a strategy to avoid them and reach the goal

5 classes of rituals

exchanging gifts/cards showing affection going out preparing and consuming food/drink special attention to grooming and clothing

consumer hyper choice

forces us to make repeated decisions that may drain psychological energy while decreasing our abilities to make smart choices

normcore

fore sake hipster styles for bland urban attire

creolization

foreign influences integrate with local meanings

sleeper effect

forget the negative sources and change their attitude

store and brand loyalty

foursquare gives people virtual badges when they check in at a local cafe or restaurant. Some of them check in as often as they can to compete for the honor of being named "mayor" of the location

wisdom of crowds

from a book by that name and under the right circumstances groups are smarter than the smartest people themselves

attitude accessibility persepective

function of the person's immediate perceptions of attitude

theory developed to explain how attitudes facilitate social behavior

functional theory of attitudes

basic dimensions of social games

game platform - hardware systems on which the game is played mode - way players experience the game world milieu - visual nature of the game like science fiction genre - method of play

according to this philosophy, it's essential to send marketers and designers to the precise place where consumers use the product or service rather than to ask laboratory subjects to use it in a simulated environment

gemba

refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share common consumption patterns

geodemographic

gift giving stages (3)

gestation (gives item to mark an event), presentation (process of gift exchange), and reformulation (bond bt them)

Name the three stages of the gift-giving ritual

gestation, presentation, and reformulation

Fashion

Process of social diffusion by which some group(s) of consumers adopts a new style.

Family Branding

Relying on the reputation of the whole company to sell different product lines.

Recognition

Remembering seeing something before when prompted with the information

Sandwich generation

Taking care of kids and parents.

Illusion of truth effect

Telling people a claim is false over and over again can make them remember it... but as true.

Stimulus Generalization

Tendency of stimuli similar to a conditioned stimuli to evoke similar, conditioned responses.

Product placement

The insertion of real products in fictional movies, TV shows, books, and plays.

self-fulfilling prophecy

act the way we assume others to act and confirm those perceptions

six degrees of kevin bacon

challenges players to link the actor Kevin Bacon with other actors in much the same way

conformity

chance in belief or actions as a reaction to real or imagined group pressure

Balance theory

Considers how people perceive relations among different attitude objects, and how they alter their attitudes so that these remain consistent (or "balanced").

Lifestyle profile

Looks for items that differentiate between users and nonusers of a product.

Neuroticism

How well a person copes with stress.

Cognitive Learning Theory*

-assumes most human behavior to be very complex and controlled primarily by persons internal mental processes rather than external stimuli and reinforcements

addictive consumption

-consumer addiction -social media addiction -cyberbullying -phantom vibration syndrome -compulsive consumption

Extroversion

How well a person tolerates stimulation from people.

"The whole is greater than the sum of its parts." Explain this statement.

...

Consumers practice a form of "psychic economy." What does this mean?

...

forgetting occurs as a result of interference. name and define the two types of interference.

1) retroactive - forget if learn new learning (to same stimuli and can learn new) 2) proactive - prior learning interfere with new learning (prior with new)

(Market access) Disabilities

11 million have trouble leaving the house, touch screens ability to find and purchase goods and services is limited because of physical, mental, economic, or social barriers

Big Five Personality Traits

1. Openness to experience 2. Conscientiousness 3. Extroversion 4. Agreeableness 5. Neuroticism

Three phases of a rite of passage

1. Separation 2. Liminality 3. Aggregation

what percentage of the class were experiencers

100%

Food Deserts

A Census tract where 33% of the population or 500 people, whichever is less, live more than a mile from a grocery store in an urban area or more than 10 miles away in a rural area

Need

A basic biological motive

Value

A belief that some condition is preferable to its opposite. For example, it's safe to assume that most people prefer freedom to slavery

Nostalgia

A bittersweet longing for the past

virtual reality

A computer-simulated environment that can be a simulation of the real world or an imaginary world

Schema

A concept or framework that organizes and interprets information.

Islamic marketing

A consumer market of a size to take seriously.

Global Consumer Culture

A culture in which people around the world are united through their common devotion to brand name consumer goods, movie stars, celebrities, and leisure activities.

Nudge

A deliberate change by an organization that intends to modify behavior.

Metaphor

About abstract trait or concept told in a different context.

What is the difference between an absolute threshold and the differential threshold?

Absolute threshold refers to the minimum amount of stimulation a person can detect on a given sensory channel. Ex. Small text on billboard will be illegible to passing motorists Differential threshold refers to the ability of a sensory system to detect the differences between two stimuli, the just noticeable difference (j.n.d.) ex. merchandise discount, manufacturer reducing package size.

Assimilation effect

Accepting when consistent with position, latitude of acceptance.

Retrieval

Accessing desired information from our memories

Subjective norm

Accounts for the effects of what we believe other people think we should do.

Cosmological

All components are part of a single picture.

Fashion system

All the people and organizations that create symbolic meanings and transfer those meanings to cultural goods. Music, art, science, etc.

Planning orientation dimension

Alludes to different time management styles varying on a continuum from analytic to spontaneous.

Sex appeals

Although erotic content does appear to draw attention to an ad, its use may actually be counterproductive.

Persuasion

An active attempt to change attitudes.

Social shopping

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

Priming

An enhanced ability to think of a stimulus, such as a word or object, as a result of a recent exposure to the stimulus

Negative reinforcement

An event not happening because of an action.

Geodemography

Analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share common consumption patterns.

Prospect Theory

Analyze how the value of a decision depends on gains or losses.

Household

Any occupied housing unit.

von restorff effect

Any technique that increases the novelty of a stimulus also improves recall

Von Restorff effect

Anything that increases the novelty or originality of a stimulus improves recall.

Attitude object

Anything toward which one has an attitude.

Emotional vs. Rational Appeals

Appeal to the heart or appeal to the head? Depends on the product and the relationship we have with it.

sentiment analysis (opinion mining)

Applies technology to identify, extract, and quantify subject information in textual data

Social Identities Theory

Argues that each of us has several "selves" that relate to groups.

Psychological models of fashion

Conformity, variety, express personal creativity, and sexual attraction.

Status

As every salesperson knows, some people savor the experience of being waited on, even though they may not necessarily buy anything.

Group unanimity, size, and expertise

As groups gain in power, compliance increases. It is often harder to resist the demands of a large number of people than only a few, especially when a "mob mentality" rules.

Country of origin

Associate certain items with certain countries.

Convariation

Associations among events that may or may not actually influence one another.

Laddering

Associations of attributes and consequences.

Means-end chain model

Assume people link specific product attributes to terminal values.

Halo effect

Assume those who rank high on one dimension excel on others.

Social judgment theory

Assumes that people assimilate new information about attitude objects in light of what they already know or feel.

Progressive learning model

Assumes that people gradually learn a new culture as they increasingly come in contact with it.

Self-perception theory

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

Elaboration Likelihood Model (ELM)

Assumes that, under conditions of high involvement, we take the central route to persuasion. Under conditions of low involvement, we take a peripheral route instead.

The extent to which processing activity is devoted to a particular stimulus

Attention

Knowledge function

Attitudes formed as we need order, structure, or meaning.

Theory of Reasoned Action

Attitudes possess both direction and strength.

Ego-defensive function

Attitudes that project ourselves from external threats or internal feelings

Utilitarian function

Attitudes that relate to basic principles of reward or punishment.

Value-expressive function

Attitudes that relate to the consumer's self-concept and central values.

Sociological

Authorize social code for members of culture.

Asynchronous Interactions

Interactions that don't require all participants to respond immediately

Pleasure principle

Basic desire to maximize pleasure and avoid pain guides our behavior.

Variable - ratio reinforcement

Reinforced after a certain number of responses but the number is unknown to the consumer.

Advertising wear-out

Becoming so used to hearing or seeing a marketing stimulus that you no longer pay attention to it.

those that focus ons simple stimulus-response connections

Behavioral theories

Teams that wear this color uniforms tend to play more aggressively

Black

__________ is among the fastest-growing religious affiliations.

Born-again Christians

Motivational research

Borrowed Freudian ideas to understand the deeper meanings of products and advertisements.

Syncretic decision

Both partners involved.

Names in the classroom

Brooklyn, Justin, Jackson

Marketscape themes

Build on associations with man-made places. An example is The Venetian hotel in Las Vegas, which lavishly recreates parts of the real Italian city.

Cyberspace themes

Build on images of information and communications technology. eBay's retail interface instills a sense of community among its vendors and traders.

B2C and C2C e-commerce

Business selling to consumer vs. consumer to consumer activities

Consumption situation elements

Buyer Seller Product

Atmospherics

Conscious designing of space and its various dimensions to evoke certain effects in buyers. Includes the use of colors, scents, and sounds.

Mood

Can affect what we feel like buying

Assimilation

Change ambiguous forms to more conventional ones as we try to make them consistent with existing schemas.

Conformity

Change in beliefs or actions as a reaction to real or imagined group pressure

Demographics

Characteristics such as age, sex, income, location, education, and religion

Give two examples of important legislation that relates to American consumers.

Child Protection Act: Prohibits the sale of dangerous toys and other items. 1966 Federal Cigarette Labeling and Advertising Act: requires cigarette packages to carry a warning label from the Surgeon General 1967

what are boomerang kids

Children are more likely to live at home after graduating from college rather than taking their own places

Family decision making types

Consensual purchase decision Accommodative purchase decision

Families make two types of decisions

Consensual purchase decision - agree on purchase and example is w a dog they draw a chart as to who will take care of it Accommodative purchase decision - different priorities that satisfy the needs

Habitual decision making

Choices made with little or no conscious effort. Routine purchases.

The 3 principles of the Gestalt perspective related to the way our brains organize stimuli

Closure - people tend to perceive an incomplete picture as complete, Similarity - tend to group together objects that share similar physical characteristics, Figure-Ground - one part of the stimulus will dominate and other parts recede into the background

The three buckets of consumer decision making

Cognitive Habitual Affective

Theory-based on the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviors conflict with one another

Cognitive dissonance

consumers as solvers of complex problems and learn abstract rules and concepts when they observe what others say and do

Cognitive theories

Resonance

Combines play on words with a relevant picture. A pun.

Chunking

Combining small pieces into larger ones. A chunk is a configuration specific to an individual that can be thought of as a unit.

Hybrid ads

Commercials that tie into the show that they are aired during.

Long tail

Companies no longer need to rely solely on big hits but can also make profits by selling small amounts of items that only a few people want-- if they sell enough different items.

Feature creep

Companies overwhelm us with more and more features.

Co-branding strategies

Companies team up to promote 2 or more products.

Classical Conditioning

Conditioning process in which an originally neutral stimulus, by repeated pairing with a stimulus that normally elicits a response, comes to elicit a similar or even identical response; aka Pavlovian conditioning

Superego

Counterweight to the id. This system is essentially a person's conscience.

Many chips are made in where?

Country of Taiwan

Priming

Cues that make us more likely to react in a certain way even though we're unaware of these influences.

Popular Culture

Culture found in a large, heterogeneous society that shares certain habits despite differences in other personal characteristics.

Crescive norms

Custom- Control basic behaviors. More (Mor-ay)- Custom with strong moral overtone. Convention- How we conduct our everyday lives.

Fixed-ratio reinforcement

Reinforcement occurs only after a fixed number of responses. collecting coke rewards points

Episodic memories

Related to events that are personally relevant. High motivation to retain them.

Cultural pressures

Different cultures encourage conformity to a greater or lesser degree.

Native advertising

Digital messages designed to blend into the editorial content of the publications in which they appear.

Polychronic orientation dimension

Distinguishes between people who prefer to do one thing at a time from those who have multitasking timestyles.

Buyclass Theory of Purchasing

Divides organizational buying decisions into three types that range from the least to the most complex.

Spokescharacters

Do boost recall of ad claims; cost effective.

DINKS

Double income, no kids.

Mindscape themes

Draw on abstract ideas and concepts, introspection and fantasy, and often possess spiritual overtones. The Kiva day spa in downtown Chicago offers health treatments based on a theme of American Indian healing ceremonies and religious practices.

This theory focuses on biological needs that produce unpleasant states of arousal

Drive theory

Culture system functional areas

Ecology Social structure Ideology

An emotion driven by a concern for what others think about us

Embarrassment

Fear appeals

Emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude.

Brand storytelling

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

The ABC model

Emphasizes the interrelationships among knowing, feeling, and doing.

Memory: External Inputs

Encoding, Storage, Retrieval

An experiential need involving emotional responses or fantasies as when a person feels "righteous" by eating kale

Hedonic

Death and funerals

Help the living organize their relationship with the dead.

Describe the difference between a high-involvement medium and a low-involvement medium

High - Print. "dead tree" or an e-book, actively processes information and able to pause before turn the page Low- TV. requires a passive viewer who exerts relatively little control (remote-control zipping not with standing over content)

The Hierarchies of effects components

High-involvement: Think, Feel, Do Low-involvement: Think, Do, Feel Experimental: Feel, Do, Think

Short-Term Memory

Hold info for a short period of time, only 7 at a time, and it is called the working memory because it hold information we are currently processing chuncking)

Framing

How a question is posed.

serial reproduction

How content mutates/changes

consumer confusion

How likely is it that one company's logo, product design, or package is so similar to another that the typical shopper would mistake one for the other?

Casual and unintentional acquisition of knowledge/Learning when we don't try and recognition of brand names and hum many jingles for products we don't personally use

Incidental learning

Underdog brand biography

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

Closure Principle

Individuals have a need to organize perceptions so that they form a meaningful whole

Norms

Informal rules of society that rule behavior.

Encoding

Information enters the mind in a way we recognize.

Storage

Integrating knowledge with what is already in our memory warehouse.

Describe two factors that can lead to stimulus adaption.

Intensity: soft sounds / dim colors Duration: require lengthy exposure to create awareness. Following political campaigns, documentaries Discrimination: Simple stimuli habituate because they do not require attention to detail. off brand spaghetti Exposure: Frequently encountered stimuli habituate as the rate of exposure increases. Rons + WKTJ = overexposure of lame content Relevance: Someone who's not on the market for a vacuum will ignore vacuum advertisment

Endowment Effect

It seems that encouraging this encourages consumers to imagine they own it

Ritual artifacts

Items needed to perform rituals.

companies no longer need to rely solely on big hits but can also make profits by selling small amounts of items that only a few people want -- if they sell enough different items (Amazon)

Long-tail

gemba

Japanese term for the one true source of information

Who was the President at the time of the Foreign Corrupt Practices Act of 1977?

Jimmy Carter

Myers-Briggs Type Indicator (MBTI)

Jung's work that is a personality test 16 4 letter types

Boomerang kids

Kids who return home after graduating college.

Information power

Know something others would like to know.

Marketing

Know this definition

Perception

Know this definition

Four basic kinds of theming techniques

Landscape themes Marketscape themes Cyberspace themes Mindscape themes

Enculturation

Leaning the beliefs and behaviors endorse by another culture.

A relatively permanent change in behavior caused by experience

Learning

Shaping

Learning a desired behavior over a period of time due to rewards for our immediate behavior.

Interference

Learning additional information that displaces earlier information

Behavioral Learning Theories

Learning takes place as the result of responses to external events. Classical conditioning & Instrumental/operant conditioning

Acculturation

Learning the beliefs and behaviors endorsed by another culture.

Activity Stores

Let consumers participate in the construction of the product. Ex., build-a-bear.

Buyclass Theory of Purchasing types (least to most complex)

Level of information gathered Seriousness in considering all possible alternatives Purchase familiarity

Store image

Location, merchandise, suitability, and the knowledge and congeniality of the sales staff.

Collective decision making

More than one person chooses products/services that multiple consumers use.

AIOs

Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables: activities, interests, and opinions.

Refers to the processes that lead people to behave as they do utilitarian (desire to achieve functional/practical need) vs. hedonic (experiential need with fantasies involving with kale)

Motivation

Freudian Theory (Sigmund Freud)

Much of one's adult personality stems from a fundamental conflict between a person's desire to gratify his or her physical needs and the necessity to function as a responsible member of society.

Define hedonic consumption and provide an example

Multisensory, fantasy, and emotional aspects of consumers' interactions with products. Ex. Hearing a can of soda pop open, followed by sound of carbonation fizzing. Coke wonderland commercial.

A story with symbolic elements that represents a culture's ideals. The story often focuses on conflict between two opposing forces, and its outcome serves as a moral guide for listeners

Myth (Hollywood is full of these - e.T., Star wars, and gone with the wind)

Unipolar emotions

Neither wholly positive or wholly negative

Tylenol guy

Never caught, arrested for 15 years and served time

Adaption

New consumption patterns

Resistance

Not take on the new identity.

Fertility rate

Number of births per year per 1,000 women of childbearing age.

name the five dimensions that form the basis of personality, according to the Neo-Personality Inventory

OCEAN openness to experience conscientiousness extroversion agreeableness neuroticism

Reciprocity norm

Obligates people to return the gesture of a gift with one of equal value.

Reality engineering

Occurs when marketers appropriate elements of popular culture and use them as promotional vehicles.

Purchase momentum

Occurs when our initial impulse purchases actually increase the likelihood that we will buy even more (instead of less as we satisfy our needs); it's like we get "revved up" and plunge into a spending spree (we've all been there!).

Product complementarity

Occurs when the symbolic meanings of different products relate to one another.

Leveling

Omitting facts to simplify the structure

Autonomic decision

One family member chooses a product.

prediction market

One of the hottest trends in organizational decision-making techniques

Environmental cues

One study reported that people are more likely to conform when they make decisions in a warm room.

Doppelgänger brand image

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

Kosher food

Only 15 percent of persons who buy kosher do it for religious reasons. (Jewish)

Co-consumers

Other patrons in a setting

co-consumers

Others who are present in a consumer's physical and social environment when purchases are made are called ________.

Consumer Behavior

Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use

Gift-giving rituals

Procure the object, remove price tag, wrap (symbolically change item from a commodity to a unique good), and deliver it to recipient.

The consumer's level of interest in a particular product

Product involvement

Fortress brands

Products embedded in our ceremonies.

Word-of-mouth (WOM)

Products information that individuals transmit to other individuals.

Landscape themes

Rely on associations with images of nature, Earth, animals, and the physical body. Bass Pro Shops, for example, creates a simulated outdoor environment, including pools stocked with fish.

Steps in the CDM process

Problem recognition Information search Evaluation of alternatives Product choice Post-purchase evaluation

Acculturation

Process of movement and adaption to one country's cultural environment by a person from another country.

Name the three ways instrumental conditioning occurs

Positive reinforcement - a form of a reward that strengthens the response Negative reinforcement - strengthens the response so that we learn the appropriate behavior Punishment - unpleasant events follow a response

What are the major differences between positivist and interpretivist paradigms in consumer research.

Positivist may argue with quantifiable evidence whereas an interpretivist may argue with qualitative evidence.

Hofstede's Dimensions of National Culture (Started with 4, but now 6)

Power Distance, Individualism, Masculinity, Uncertainty Avoidance, Long-Term Orientation, and Indulgence vs. Restraint

Hofstede Dimensions of National Culture

Power distance Individualism Masculinity Uncertainty avoidance Long-term orientation Indulgence versus restraint

Timestyle

Priorities on how time is used

steps in the cognitive decision making process

Problem recognition Information search Evaluation of alternatives Product choice then the outcomes

What is the primary difference between Transformative Consumer Research and other kinds of consumer research?

Promotes research projects that include the goal of helping people or bringing about social change. Anti tobacco commercials try to reduce smoking consumption. Marlboro markets to promote this action by making it seem like its cool / sexy.

Guerilla marketing

Promotional strategies that use unconventional means and venues to encourage word of mouth about products.

Interpretivism/Postmodernism

Proponents of this perspective argue that our society emphasizes science and technology too much. They feel that this ordered, rational view of behavior denies or ignores the complex social and cultural world in which we really live.

Cognitive-affective model

Proposes that an emotional reaction is just the last step in a series of cognitive processes that follows sensory recognition of a stimulus and retrieval of information from memory that helps to categorize it.

Recall

Pulling up a memory without being propted with the information first

Psychological principles

Reciprocity Scarcity Authority Consistency Liking Consensus

Six classifications of power bases

Referent power Information power Legitimate power Expert power Reward power Coercive power

Social dimension

Refers to individuals' categorization of time as either "time for me" or "time with/for others"

Materialism

Refers to the importance people attach to worldly possessions

What do we mean by the concept of hyperreality? Give an example this is not discussed in the chapter. How does this differ from augmented reality?

Refers to the process of making real what was initially simulation or "hype." Simulation: Duff beer soda drink from the Simpsons. Lord of the Rings collectors items, rings and swords from the movie. Hype: Culture that self enforces norm, takes on a mind of its own. Cowboys are expected to smoke cigarettes to fit the norm.

The basic perspective of consumer culture theory

Research regarding social and cultural points of view rather than economic exchange

Does subliminal perception work? Why or why not?

Research suggests success in subliminal messaging work mostly in very specific conditions. Subliminal messaging has been shown to be unsuccessful on several fronts. - differences in individual threshold levels. - distance away from screen will determine whether the viewer visual threshold can signify meaning from the message. - Viewer needs to pay complete attention to pick up on the subtleties of the subliminal message. - Viewer who see's a Budweiser derives the urge to drink. Not necessarily to drink bud in specific, but simply a beer in general.

Conditioned Response

Response to the conditioned stimulus instead of the unconditioned stimulus. salivation

Normative influence

Result in contradiction between what we say we will do and what we will do.

Experience

Result of acquiring and processing stimulation over time.

A term that describes the act of shopping restoring a sense of personal control over one's environment and as a result can alleviate feelings of sadness

Retail Therapy

Frequency Marketing

Rewards regular purchasers with prizes that get better as they spend more.

Halloween

Rituals mostly involve non-family members.

Grooming rituals

Rituals to transform from our private self to our public self.

Rites of passage

Rituals we perform to mark a change in social status.

Business Ethics

Rules of conduct that guide actions in the marketplace, what is right and wrong, good or bad

Trend in advertising using inspirational stores that manipulate our emotions like a rollercoaster

Sadvertising

Salience

Salience of a brand refers to its prominence of activation in memory.

Christmas

Santa Claus socializes children. Good behavior gets rewarded.

Define a "schema" and provide an example of how this concept is relevant to marketing.

Schema refers the the set of beliefs we associate with a stimulus. Warm pasteurized milk boxes conflict with American schema which prefer refrigerated milk. Snack bar revising menus creating more elegant labels / titles for their foods. chocolate pudding vs satin chocolate putting.

Self-designation

Some inflate the own importance. Others might not admit it, others might not realize it.

The thrill of the hunt

Some people pride themselves on their knowledge of the marketplace. They may love to haggle and bargain, and even view this process as a sport.

Need vs Want

Something a person must have to live or achieve a goal vs. a specific manifestation of a need that personal and cultural factors determine

What do we mean by the term global consumer culture?

Sophisticated marketing strategies that unite people around the world by their common devotion to brand name consumer goods, movie stars, celebrities and leisure activities. Coke advertises worldwide, recognizable in most urban areas.

Traditional communications model

Source->message->medium->consumer->feedback.

Attitude models

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

Trickle-down theory

States that two conflicting forces drive fashion change.

Unconditioned Stimulus

Stimulus that naturally causes the desired response.

Sharing of common interests

Stores frequently offer specialized goods that allow people with shared interests to communicate.

Short term Memory

Stores memory for a limited period of time, has a limited capacity and is easily available for retrieval.

Emic perspective

Stresses variations across cultures.

Psychographics

Studies of consumers based on social and psychological characteristics such as attitudes, interests, and opinions

Response bias

Subjects are often eager to give the experimented what they want to hear instead of the truth

Knowledge structure levels

Superordinate level Basic level Subordinate level

Economic models of fashion

Supply and demand

sustainability

The ability to keep in existence or maintain. A sustainable ecosystem is one that can be maintained

Plinking

The act of embedding a product or service link in a video.

Social power

The capacity to alter the actions of others.

Database Marketing

The creation of a large computerized file of customers' and potential customers' profiles and purchase patterns and then crafting messages or products close to the consumer's needs

Culture Jamming

The defacement or alteration of advertising materials as a form of political expression

Homophily

The degree to which a pair of individuals is similar in terms of education, social status, and beliefs.

Openness to experience

The degree to which a person is open to new ways of doing things.

Individualism

The degree to which individuals are integrated into groups.

Agreeableness

The degree to which we defer to other people.

Masculinity

The distribution of roles between the genders.

Indulgence versus restraint

The extent to which a society allows relatively free gratification of basic and natural human drives related to enjoying life and having fun. A culture high on restraint suppresses gratification of needs and regulates it by means of strict social norms.

Belif system

The extent to which people share a belief system is a function of individual, social, and cultural forces.

Power distance

The extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally.

Two-factor Theory

The fine line between familiarity and boredom; it proposes that two separate psychological processes operate when we repeatedly show an ad to a viewer. The positive side of repetition is that it increases familiarity and thus reduces uncertainty about the product. The negative side is that over time boredom increases with each exposure.

Reformation

The giver and receiver redefine the bond between them (either looser or tighter) to reflect their new relationship after the exchange.

Gestation

The giver procures an item to mark some event.

Trade Dress

The image and overall appearance of a product—for example, the distinctive decor, menu, layout, and style of service of a particular restaurant. Basically, trade dress is subject to the same protection as trademarks.

Value system

The importance placed or ranking universal truths.

Fear of deviance

The individual may have reason to believe that the group will apply sanctions to punish nonconforming behaviors.

Tripping point

The moment of critical mass.

Commitment

The more people are dedicated to a group and value their membership in it, the greater their motivation to conform to the group's wishes.

Identity Theft

The most common consumer complaint, according to the Federal Trade Commission (phishing- people receive fraud emails to supply account info./botnets-computers that are penetrated by malware allowing an external agent to control their actions) also when someone steals your personal info. and uses it without your permission

Hedonic Consumption

The multi-sensory, fantasy, and emotional aspects of consumers' interactions with products

P2P commerce (peer-to-peer)

The notion of doing business with other consumers rather than with companies.

What are demographics? Three Examples:

The observable measurements of a population's charactoristics, such as age distribution, birthrate, and income

Recycling

The perceived effort required is best predictor of whether people would go to the trouble.

Open rates

The percentage of people who open an email message from a marketer. (Peak time is mid-day on weekdays)

Business Ethics

The use of ethics in making business decisions

Brand personality

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

Social experiences

The shopping center or department store replaces the traditional town square or county fair as a community gathering place.

Conditioned stimulus

The stimuli that accompanies the unconditioned stimuli to eventually produce the conditioned response. bell

Weber's Law

The stronger the initial stimulus, the greater a change must be for us to notice it

Decay

The structural changes that the learning produces go away. -forgetting

Psychophysics

The study of relationships between the physical characteristics of stimuli, such as their intensity, and our psychological experience of them.

Consumer Behavior

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. (Consumer Behavior is a process)

Long-term memory

The system that allows us to retain information for a long period of time.

Ego

The system that mediates between the id and the superego. It's basically a referee in the fight between temptation and virtue.

Spacing effect

The tendency for us to recall printed material more effectively when the advertiser repeats the target item periodically rather than presenting it repeatedly in a short time period.

Perceptual Defense

The tendency of perceivers to protect themselves by disregarding ideas, objects, or people that are threatening to them.

Anthropomorphism

The tendency to attribute human characteristics to objects or animals.

List the three semiotic components of a marketing message, give an example of each.

The three components are: Object (product), Sign (Image), Interpretation (meaning). Marlboro Cigarettes (object) Marlboro Man Cowboy (sign) rugged American (interpretation) Jameson Whiskey (O) John Jameson (S) Crazy Irish drunk (I)

Identify and describe the three stages of perception.

The three stages of perception include: Exposure, Attention, and Interpretation. Exposure: speaks to the raw stimuli being exposed to the sensory receptors, seeing a billboard, familiar smell of girlfriend's perfume. Attention: Refers to our mental acknowledgement of the sensory stimuli entering our surroundings. Interpretation: Refers to the meanings we assign to the stimuli we take in.

Social Marketing

The use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society.

Surrogate consumer

Third party we retain to provide input into our purchase decisions. We compensate for their advice.

African Americans

This ethnic subculture makes up more than 13 percent of the U.S. populations.

VCRs

This product was credited, along with the handheld remote-control device, as being instrumental in changing how consumers receive programs (messages) on televisions.

Morning morality effect

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

Nielsen's PRIZM system

This system classifies every U.S. Zip Code into 1 of 66 categories, ranging from the most affluent "Blue-Blood Estates" to the least well-off "Public Assistance."

Susceptibility to interpersonal influence

This trait refers to an individual's need to have others think highly of him or her.

Positivism

Thought that emphasizes that human reason is supreme and that there is a single, objective truth that science can discover.

Random Act of Kindness Day

Thursday, February 17

Variable -interval reinforcement

Times that passes before being reinforced varies based on an average that is unexpected to the consumer.

Goal of lifestyle marketing

To allow consumers to pursue their chosen ways to enjoy their lives and express their social identities.

Hyperchoice

Too many choices. Repeated decisions may drain our psychological energy.

Sociometric methods

Trace communication patterns among members of a group

Instrumental/operant Conditioning

Training to perform behaviors that produce positive outcomes and avoid actions that produce negative consequences.

What do we mean by exchange?

Transaction in which one or more organizations or people give and receive something of value, integral part of marketing.

Exchange

Transaction in which two or more organizations or people give and receive something of value.

Warming

Transforming objects and places into those that feel cozy, hospitable, and authentic.

Binary opposition

Two opposing ends of some dimension (good and evil).

Forked-tail effect

Unattractive person isn't good at other things.

Wisdom of crowds

Under the right circumstances, groups are smarter than the smartest people in them.

Incidental learning

Unintentional acquisition of knowledge

Archetypes

Universally recognized ideas and behavior patterns. Archetypes involve themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams.

Punishment

Unpleasant events following a behavior

Retro Brand

Updated version of a brand from a prior historical period.

Psychographics

Use of psychological, sociological, and anthropological factors ... to determine how the market is segmented by the propensity of groups within the market—and their reasons—to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

Shared endorsements

Users who follow/rate a product may find their endorsement showing up on an advertiser's page.

Desire to achieve some functional/practical benefit (someone loads up on greens fir nutritional reasons)

Utilitarian

Attitude functions

Utilitarian Value-expressive Ego-defensive Knowledge

this product was credited, along with the handheld remote-control device, as being instrumental in changing how consumers receive programs (messages) on television. what is the product?

VCR's

Long-term orientation

Values associated with long-term orientation are thrift and perseverance; values associated with short-term orientation are respect for tradition, fulfilling social obligations, and protecting one's "face."

What is the 2022 Pantone Color of the Year?

Very Peri

A specific pathway to achieving a need that depends a lot on our unique personalities, cultural upbringing, and our observations about how others we know satisfy the same need

Want

Extended family

Was most common family unit; 3 generations

Observational Learning

Watching and noting the consequences of other peoples behavior.

State-dependent retrieval

We are better able to access information if our internal state is the same at the time of recall as when we learned the information.

Aspirational reference group

We don't know them; we admire them. Successful people in a field of interest.

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.

instrumental values

actions we need to take to achieve those terminal values helpful honest loving logical polite responsible cheerful

greater emphasis on acquiring things actually links to lower levels of happiness

according to research

subjective norm

account for the effects of what we believe other people think we should do

covaritation

base events that may or may not actually influence one another

multiattribute attitude model

based on the notion that customers see a retailer, a product, or a channel as a collection of attributes or characteristics

ritual artifacts

bday candles, diplomas

product authenticity is what

becoming a determinant attribute for many consumers

3 common elements with negative or destructive consumer behaviors

behavior is not done by choice, gratification is short-lived, strong feelings of guilt or regret after

synoptic ideal

calls for the husband and wife to act as joint decision makers

home shopping party

capitalizes on group pressures to boost sales

linkbaiting

careful crafting of a title that markets the content

incidental learning

casual, unintentional acquisition of knowledge that can occur when we observe events that affect others

mental accounting

categorizing spending and saving decisions into "accounts" mentally designated for specific consumption transactions, goals, or situations

strategic

children 12 and older spontaneously employ storage and retrieval strategies

cued

children between the ages of 6 and 12 employ these strategies but only when prompted to do so

intersex children

children born with both genitals or ambiguous sex characteristics

limited

children who are younger than age 6 do not employ storage and retrieval strategies

product disposal

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

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

classical conditioning (famous example was the lost dog with bells)

online shoppers value aspects of website

click on items enter all data mix and match

post purchase evaluation

closes the loop; it occurs when we experience the product or service we selected and decide whether it meets (or maybe even exceeds) our expectations

meta tag

code embedded in a web page, visible to site visitors but only by viewing the source code for the page

3 categories of consumer decision making are what

cognitive habitual affective

the 3 "buckets" of consumer decision making

cognitive (rational) habitual (behavioral) affective (emotional)

eliminate unpleasant tension through choosing 2 alternatives

cognitive dissonance reduction

sharing economy

collaborative consumption - people rent what they need rather than buy it

chunking

combine smaller pieces into larger pieces

novel stimuli

commercials

market beliefs

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

etic

commonalities across cultures

greenwashing

companies make false or exaggerated claims about how environmentally friendly their products are

licensing

companies often "rent" well-known names, hoping that the learned associations they have forged will "rub off" onto other kinds of products

Sensory Marketing

companies pay extra attention to the impact of sensations on our product experiences

simile

compares 2 objects w like and as

e-sports

competitive video gaming

3 increasing levels of commitment

compliance (lowest level) gain rewards and avoid punishment, identification (form attitude to conform to another person/group expectation), internalization (highest level) difficult to change because important to us

drive theory

concept that focuses on biological needs that product unpleasant states of arousal

Sensory Overload

condition resulting from excessive sensory input to which the brain is unable to meaningfully respond

Minnesota Multiphasic Personality Inventory (MMPI)

confirm that our personalities tend to stabilize by the age of 30

the ones he or she seriously considers

consideration set

balance theory

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

dramaturgical perspective

consumer behavior views people as actors who play different roles

consumers having too many choices

consumer hyperchoice

conditioned superstition

consumers who feel they don't have control over outcomes so paired with a reward with outcome

psychological time

consumers' perception of time

mental budgets

consumers' preset expectations of how much they intend to spend on a shopping trip

inertia

consumption at low end of involvement where we make decisions out of habit where we lack motivation

RFID Tag

contains a computer chip and a tiny antenna that lets the chip communicate with a network

productivity orientation

continual striving to use time constructively (check off bucket list)

custom

controls basic behavior

superego

counterweight to the id - person's conscience

beacons

devices communicate with apps through bluetooth about coupon

fantasy

daydream is a self-induced shift in consciousness to escape problems in the real world

the miracle of the moose (small town - big heart)

debbie gaydos - shopaholics in enterprise

noncompensatory rule

decision shortcuts a consumer makes when a product with a low standing on one attribute cannot make up for this position by being better on another attribute

empty self

decline of shared points of reference over the 50 years as we witness a decline in family, community, and traditions

delay gratification

declining a pleasant activity now in order to get greater pleasure later

anti-consumption

defacing purposely, mutilating products/services, graffiti, computer viruses

consumption constellation

define, communicate, and perform social roles

family identity

defines the household both to members and to outsiders

vanity sizing

deliberately assigning smaller sizes to garments

activation models of memory

depending on the nature of the processing task different levels of processing occur that activate some aspects of memory rather than others

habitual decision making

describes a purchase decision process in which consumers engage in little conscious effort

crowdsourcing

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

goal

desired end state

terminal values

desired end states that apply to many different cultures exciting life equality freedom happiness pleasure wisdom friendship

underdog brand biography

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

the features we actually use to differentiate among our choices

determinate attributes

timestyle

determines how you spend your time resource

wearable computing

devices that integrate digital interactions with the physical body

identity

each element that contributes t our self concept any category label with which a consumer self-associates that is amenable to a clear picture of what a person in that category looks like, thinks, feels, and does

social identity theory

each of us have several "selves" that relate to groups

CS/D - consumer satisfaction / dissatisfaction

easier to sell something once than again if it bombed

What are the 3 functional areas of a cultural system

ecology, social structure, ideaology

what 3 major forces have shaped the millennials' experience

economy globalization social media

resonance

element with double meaning such as a pun

gender socialization

elements of culture, including advertising, that provide guidelines regarding "appropriate" sex role behavior for memebers

digital self

elements of self expression that relate to a person's online identity

digital self

elements of self-expression that relate to a person's online identity

communications model

elements they need to control to communicate with their customers

theory explained as "states of the body modify states of the mind"

embodied cognition

cognitive affect model

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

unipolar emotions

emotions that are either wholly positive or wholly negative

fear appeals

emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude

brand story telling

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

hierarchy of effects

explains the relative impact of the three components high involvement - problem solving process think. feel. do. low involvement - consumer initially does not have a strong preference for one brand over another instead acts on basis of limited knowledge and forms evaluation only after he or she has bought the product think. do. feel. experiential - we act on the basis of our emotional reactions feel. do. think

public self-consciousness

express more interest in clothing and use more cosmetics than others who score lower

Nervous system

eye blinks

trickle across effect and trickle-up effect

fashions diffuse horizontally among members of the same social group vs. originate with lower class

FOMO

fear of missing out

haul videos and unboxing videos

feature a proud fashionista describe clothes she just bought and details of how to remove electronic products from their boxes and assemble them

determinant attributes

features we actually use to differentiate among our choices

Reverse Product Placement

fictional products that appear in TV shows or movies become popular in the real world

cultural gatekeepers

filter the overflow

The 3 business strategies that make up a triple bottom-line perspective

financial- provide profits to stakeholders, social- return benefits to the communities where the organization operates, and environmental- minimize damage to environment or even improve natural conditions

reality principle

finds ways to gratify the id that the outside world will find acceptable -freudian theory applies to marketing

two factor theory

fine line bt familiarity and boredom

pioneering brand follower brand

first brand to enter a market ride their coattails

refutational arguments

first raise a negative issue and then dismiss it

media multiplexity

flows of communication go in many directions at any point in time and often on multiple platforms

attitude toward the act of buying

focuses on the perceived consequences of a purchase plus the attitude toward the product itself

reader response theory

focuses on the role of the reader in interpreting a story rather than just relying upon the author's version

knowledge bias

implies that a source's knowledge about a topic is not accurate

gender identity and sex rolls

important component of a consumer-s self concept and change over time

digital native

in a 2001 article that explained a new type of student who was starting to turn up on campus

word phrase dictionary (library)

in sentiment analysis, a library that codes data so that the program can scan the text to identify whether the words in the dictionary appear

word-phrase dictionary

in sentiment analysis, a library that codes data so that the program can scan the text to identify whether the words in the dictionary appear

the predetermined amount a person has in mind that they are willing to spend on unplanned purchases

in-store "slack"

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

hook

increases the likelihood people will click on it

roles in consumer decision making

initiator gatekeeper influencer buyer user

the 5 roles involved in collective decision-making (marketing 300 - buying centers)

initiator, gatekeeper, buyer, influencer

what were the top 3 classifications in the class

innovators strivers experiencers

8 classification levels

innovators - new ideas/take-charge people/prob. solve thinkers - ideas/proven products/responsibility/order believers - tradition-based/close-knit family/gender roles achievers - goal oriented/achievement/reward strivers - trendy/fun/loving/ lottery win/approval of others experiencers - impulsive/ social-media/ entertained makers - self expression and traditional concepts/unimpressed by material possessions of others survivors - cautious consumers/ home coffee/ safety and security

Name the four types of innovation adopters

innovators early adopters, early majority, late majority, and laggards

types of adopters

innovators early adopters, early majority, late majority, and laggards

emotions

intense affective reactions, such as happiness, anger, and fear

Relationship marketing

interact with customers on a regular basis and give them solid reasons to maintain a bond with the company over time

Rich Media

interactive multimedia productions that use technology such as flash, java applets and streaming video

factors that determine how much family decision conflict there will be

interpersonal needs - level of investment product involvement and utility - product to satisfy a need responsibility - payment power - influence over others

pastiche

interpretivism, world we live in is a mixture of images and ideas

shrinkage

inventory and cash losses from shoplifting and employee theft

syncretic decision

involve both partners

inertia

involves less effort to throw a familiar package into the cart

priming definition with debbie

involves the actions taken to increase knowledge that influences the response to an object manipulating or increasing the consumers' activation toward a target to produce a specific result like purchasing a moose

co-creation

involving consumers in the process of developing advertising and other marketing actions

list of values (LOV) scale

isolates values with more direct marketing applications

cult products

items that command fierce consumer loyalty and devotion

hybrid products

items that feature characteristics from two different product domains

4 basic kinds of theming techniques

landscape themes marketscape cyberspace midscape

what was the case study about?

lane bryant and the plus size section of store

the overall concept where one consumer exchanging something owned for something the other person owns

lateral cycling (through swishing)

retroactive and proactive interference

learn new responses to the same or similar stimuli prior learning can interfere with new learning

A relatively permanent change in behavior caused by experience

learning

activity stores

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

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

lifestyle

consumption style

lifestyle in middle surrounded by person, product, and setting

LOHAS

lifestyles of health and sustainability

brand arrogance

like arrogant people both positive and negative aspects

One view of child development advocates children differ in information-processing capability or the ability to store and retrieve information from memory. What are the three development stages of this view?

limited cued strategic

3 developmental stages

limited (younger than 6), cued (6-12), strategic (12 and older)

means end chain model

link specific product attributes to terminal values

social media pros refer to the careful crafting of a title that markets the concept

linkbaiting

proposition

links 2 nodes together to form a more complex meaning

Occurs when we watch the actions of others and note the reinforcements they receive for their behavior

observational learning

power posing

most widely viewed TED talk standing in a confident way even if you do not feel confident affects the brain activity

who compose a nuclear family

mother, father, one or more children (sheep dog for good measure)

avoidance groups

motivation to distance oneself from other people/groups

A goal has valence (-) avoid the outcome known as social disapproval and (+) move toward a goal

motivational conflicts

incidental brand exposure

motives that can lurk beneath the surface and cues in the environment that can activate a goal even when we don't know it

multiple pathway anchoring and adjustment (MPAA) model

multiple pathways to attitude formation

Hedonic Consumption

multisensory, fantasy, and emotional aspects of consumers' interactions with products

elimination by aspects rule

must have a specific feature to be chosen

B2B marketers

must satisfy the needs of organizations such as corporations, government agencies, hospitals, and retailers

fishbein model

named after its primary developer and has 3 components of attitude salient belief - considers during evaluation object attribute linkage - probability that object has an important attribute evaluation - of each important attribute

Unconditional stimulus

naturally capable of causing the response

envy

negative emotion with a desire to reduce the gap benign - we believe the other deserves (like an iPhone) and are willing to pay more malicious - believes the other does not deserve the position

Big Five

neo-personality inventory set of 5 dimensions that form the basis of personality: openness to experience, conscientiousness, extroversion, agreeableness, and neuroticism

members of a social network

nodes

convention

norm that regulates how we conduct our everyday lives

informal rules that govern behavior

norms

time poverty

not enough time in the day

lovemark

passionate commitment to one brand

morning morality effect

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

endowed progress effect

people are more motivated to attain a goal when they are provided with the illusion of a "head start" even though the actual effort required to reach the goal does not change (car wash card example)

endowed progress effect

people are more motivated to attain a goal when they are provided with the illusion of a "head start" even though the actual effort required to reach the goal does not change; i.e. car wash punch cards

cognitive learning theory

people as problem solvers who use the information around them to master environment

Perceptual Selection

people attend to only a small portion of stumuli to which they are exposed

who is identified as being a part of the silent generation

people born between the 2 world wars (WW1 and WW11)

Halo effect

people react to other similar stimuli in much the same way they responded to the original stimulus

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 - taste public consumer group symbolic community status culture

consumer consumer

people used or exploited willingly or not for commercial gain in the market

membership reference group

people we actually know

what is meant by "birds of a feather flock together"

people who have similar needs/tastes tend to live near one another (place-based subcultures) college kids in a way

emotional oracle effect

people who trusted their feelings were able to predict future events better than those who did not

what are halal foods

permissible (allowed) under the laws of islam

a balance theory perspective involves relations among what three elements

person and his/her perceptions attitude object some other person or attitude object

social comparison

person tries to evaluate their appearance by comparing it to the people depicted in these artificial images

a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment

personality

chapter 7 is on

personality, lifestyles, and values

involves an active attempt to change attitudes

persuasion

foot-in-the-door technique

persuasive technique involving making a small request before making a bigger one

swatting

phone calls and texts to police departments that falsely report wrongdoing at a celebrity's home

Name the five levels of Maslow's hierarchy of needs in order from the bottom to the top

physiological, safety, social (belongingness), (ego needs) esteem, and self-actualization

maslow's hierarchy of needs

physiological, safety, social, esteem, self-actualization

metaphor

places 2 dissimilar objects into close relationship

mood

pleasure and arousal positive or negative

fatshionistas

plus-sized consumers who are avidly interested in fashion and want more options from mainstream fashion marketers

fatshionistas

plus-sized consumers who want more options from mainstream fashion marketers

marketer should convey 3 pieces of info

point out there are significant differences among brands supply consumer with decision-making rule (if then) consistent with decisions prior to this time

name the 4 ways marketers categorize products that affect which products consumers will buy

position a product identify competitors create an exemplar product locate products in a store

4 steps in categorizing products

position a product identify competitors create an exemplar product locate products in a store

family branding

positive corporate images to sell different product lines

valence

positive or negative

evaluations

positive or negative reactions to events and objects that are not accompanied by high levels of physiological arousal

demonstrate an example of flaming

post contains all capital letters to express anger THIS IS FLAMING

This occurs when a consumer must choose between two products, both of which possess good and bad qualities

post decision dissonance

Hofstede 6 Dimensions of Culture

power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence

degree of connectedness

powerful groups are cohesive; this means the members identify strongly with them and are highly motivated to stay connected

3 issues in process

pre-purchase, purchase, post-purchase issues all affect both consumer/exchange

Provenance as related to consumer behavior

shoppers are willing to pay more for an item when they know exactly where it comes from "real people" select what they choose (shopper's trust/know the source)

serial wardrobers

shoppers who buy an outfit, wear it once, and return it

compulsive consumption

shopping disorder or gambling

fad

short lived fashion

badges

show the community the challenges the player has mastered so far

von Restorff Effect

shows that almost any technique that increases the novelty of a stimulus also improves recall

2 basic types of compensatory rules

simple additive rule - leads to the highest number of positive attributes, difficult to get info. weighted additive rule - relative importance of attributes by weighting each one

collective decision making

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

objectification

smelly socks (sacred qualities to mundane items)

Advertising wear-out

so used to hearing or seeing a marketing stimulus that they no longer pay attention to it

hedonic shopping includes

social experiences sharing of common interest affiliation status thrill of the hunt

the term for a multiplayer, competitive, goal-oriented activity with defined rules of engagement and only connectivity among a community of players

social game

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

social judgment theory

crescive norms

subtle and unspoken rules that govern social behavior

the capacity to alter the actions of others

social power

culture

society's personality

virtual makeover

software that allows consumers to manipulate aspects of their appearance in a photograph they post online

problem recognition

someone running out of gas on side of the road- The first stage of the business buying process in which someone in the company recognizes a problem or need that can be met by acquiring a good or a service.

Paradigm

something that serves as a model, example, or pattern; the framework of assumptions and understandings shared by a group or discipline that shapes its worldview

intelligent agents

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

attitude models

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

extended self

spouse becomes a part of wife's extended self external objects that are considered part of us

brand specific - memory is stored in terms of claims the brand makes ad specific - memory is stored in terms of medium or content of ad brand identification - memory is stored in terms of brand name product category - memory is stored in terms of how product works or where it should be used evaluation reactions - memory stored as positive or negative emotions

spreading activation

power posing

standing in a confident way in order to increase self-confidence

subliminal perception

stimulus below the level of the consumer's awareness

short-term memory

stores information for a limited period of time, and it has limited capacity; this system is a working memory

sensory memory

stores information from our senses

sensory memory

stores the information we receive from our senses

myth

story with symbolic elements

3 types of strategies described in the buy class theory of purchasing

straight rebuy (habitual) modified rebuy (limited decision) new task (problem solving and the hardest0

3 types of buyclasses or strategies are what

straight rebuy - habits modified rebuy - limited decision making new task - problem solving

transmedia storytelling

strategically typically includes communications media that range from web sites, blogs, and emails to recorded phone calls

retail theming

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

negative reinforcement

strengthens a behavior by making the avoidance of an undesirable consequence contingent on its occurrence

males - agentic goals

stress self-assertion and mastery

postmodernism/interpretivism

stress the importance of symbolic, subjective experience, idea that meaning is within the mind of the person

emic

stresses variations over cultures

decay

structural changes in the brain produced by learning decrease over time also occurs forgetting as a result of interference

masculinism

study devoted to the male image and the cultural meanings of masculinity

masculinism

study the male image and the complex cultural meanings of masculinity

what communication is the most important driver of product choice

word of mouth

impression management

work hard to manage what others think of us, strategically choose clothing and other products that will show us off to others in a good light

juggling lifestyle

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

variable-ration reinforcement

you get reinforced after a certain number of responses, but you don't know how many responses are required; people in such situations tend to respond at high and steady rates, and this type of behavior is difficult to extinguish