MKTG 475 SIUE Exam 1

Three aspects of interpretation

1. It is generally a relative process rather than absolute, referred to as perceptual relativity. 2. It tends to be subjective and open to a host of psychological biases. 3. It can be a cognitive "thinking" process or an affective "emotional" process.

Characteristics of stimulus organization

1. Proximity 2. closure 3. figure-ground

Three important advertising tactics

1. celebrity endorsers 2. user imagery 3. executional factors

interpreation is defined by three characteristics

1. individual 2. situational 3. stimulus

McGuire's Psychological Motives

A fairly detailed set of motives used to account for specific aspects of consumer behavior.

Maslow's Hierarchy of Needs

A macro theory designed to account for most human behavior in general terms.

voluntary exposure

Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information.

approach-approach conflict

Conflict that results from having to choose between two attractive alternatives

Emotion Arousal as a Product Benefit

Consumers actively seek products whose primary or secondary benefit is emotion arousal.

Creation of informed individuals

Creating more informed individuals involves education consumers about their own consumption behaviors as well as marketers' efforts to influence them in such a way as to create a more sound citizenship, effective purchasing behavior and reasoned business ethics

Regulatory policy

Developing regulatory guidelines involves developing policies, guidelines, and laws to protect and aid consumers

emotion in advertising

Emotional content in ads can enhance attention, attraction, and maintenance capabilities. Emotional messages may be processed more thoroughly due to their enhanced level of arousal. Emotional ads may enhance liking of the ad itself. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. Emotion may operate via high-involvement processes especially if emotion is decision relevant

Market segmentation

Firms segment their markets and choose a segment or segments that best fit their capabilities and market conditions

Market analysis

Involves gathering data and tracking trends related to the company, competitors, conditions, and consumers

Marketing strategy

Involves setting levels of the marketing mix based on an understanding of the market and segments involved to create desirable outcomes

Emotion Reduction as a Product Benefit

Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions.

Cognitive preservation motives

Need for Consistency (active, internal) Need for Attribution (active, external) Need to Categorize (passive, internal) Need for Objectification (passive, external)

McGuire's Preservation Motives

Need for tension (active, internal) Need for expression (active, external) Need for ego defense (passive, internal) Need for reinforcement (passive, external)

McGuire's Cognitive Growth Motives

Needs for autonomy (active, internal) Need for stimulation (active, external) Teleological Need (passive, internal) Utilitarian Need (passive, external)

Need for Cognition (NFC)

Reflects an individual difference in consumers' propensity to engage in and enjoy thinking.

Consumers' Need for Uniqueness

Reflects an individual difference in consumers' propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods.

Perception and Marketing Strategy

Retail Strategy Brand Name and Logo Development: *Linguistic Consideration *Branding Strategies *Logo Design and Typographics Media Strategy Advertisements- capture attention and convey meaning Package Design and Labeling

Social marketing

The application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole

Outcomes at the individual, firm and societal levels

While profit maximization is often a goal at the firm level, possible adverse effects at the individual and societal level are of importance to firms, government organizations, and regulators.

avoidance-avoidance conflict

a choice must be made between two unattractive goals

approach-avoidance conflict

a choice with both positive and negative consequences

motive

a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response

subliminal stimulus

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

involvement

a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting

cognitive interpretation

a process whereby stimuli are placed into existing categories of meaning

brand personality

a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire

consumer emotional intelligence

an important determinant of effective consumer coping

personality

an individual's characteristic response tendencies across similar situations

Individual factors

characteristics of the individual- such as motivation and ability

situational factors of attention

clutter and program involvement

left side of the brain

controls activities related to rational thought

right side of the brain

deals with images and impressions

perception is highly subjective

different consumers often come up with different meanings; presenting a "reality"

society outcomes

economic, physical and social

perception

exposure, attention, and interpretation

individual outcomes

filling a need, injurious consumption

figure-ground

focal point

perceptual relativity

generally a relative process rather than absolute

factors of nonfocused attention

hemispheric lateralization and subliminal stimuli

selective exposure

highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities

Lifestyle

how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them

emtion

identifiable specific feeling, and affect to refer to the liking/disliking aspect of the specific feeling

consumer problems arise

in specific situations and the nature of the situation influences the resulting consumer behavior

Situational factors

include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment

consumer involvement

increases attention, analytical processing, information search, and word of mouth

closure

involve consumer, greater recall

Marketing strategy

involves setting appropriate levels for the marketing mix as a function of the segments being targeted and the market conditions that exist

Five Factor Model of Personality

most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning

individual factors of attention

motivation and ability

McGuire's Growth Motives

need for assertion (active, internal) need for affiliation (active, external) need for identification (passive, internal) need for modeling (passive, internal)

exposure

occurs when a stimulus comes within range of one of an individual's primary sensory receptors

attention

occurs when the stimulus activates one or more of the sensory receptors and the resulting sensations go into the brain for processing

Stimulus factors

physical characteristics of the stimulus itself such as contrast, size, intensity, attractiveness, color, movement, position, isolation, format, and information quantity

Dimensions of emotions

pleasure, arousal, dominance

firm outcomes

position, sales, and satisfaction (retention)

Consumer inferences

positioning-strategy, quality signals, interpreting images, and missing info and ethical concerns

contextual cues

present in the situation play a role in consumer interpretation independent of the actual stimulus

hemispheric lateralization

refers to activities that take place on each side of the brain

program involvement

refers to interest in the program or editorial content surrounding the ads

consumer ethnocentrism

reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products

consumer decisions

result from perceived problems and opportunities

Consumer decision process

series of steps starting with problem recognition and moving through information search, alternative evaluation, purchase, use, and post-purchase evaluation

memory is

shaped by information

symbolic needs

status, identity, group acceptance

proximity

stimuli positioned close together

adaptation level theory

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

gratitiude

the emotional appreciation for benefits received is a desirable consume outcome that can lead to increased consumer trust and purchases

affective interpretation

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

while motivations are the energizing and directing force that makes consumer behavior purposeful and goal directed

the personality of the consumer guides and directs the behavior chosen to accomplish goals in different situations

position

the placement of an object in physical space or time

motivation

the reason for behavior

Self concept

the totality of an individual;s thoughts and feelings about him or herself

individual characteristics

traits, learning and knowledge, expectations

stimulus characteristics

traits, organization, changes

brand image

what people think of and feel when they hear or see a brand name

prevention-focused ad

worked best for last minute shoppers

promotion focused ad

worked best for shoppers buying for future travel