Quiz 2

Quality signals

-price-perceived quality -advertising intensity -warranties -country of origin -brand

Maslow's hierarchy of needs 4 premises

1. All humans acquire a similar set of motives thru genetic endowment & social interaction 2. Some motives are more bsic or critical than others 3. The more basic motives must be satisfied to a min level before other motives are activated 4. As the basic motives become satisfied, more advanced motives come into play

Successful brand leverage generally requires that the original brand have strong positive image and the product fit within at least one of four dimensions

1. Complement 2. Substitute 3. Transfer 4. Image

Maslow's hierarchy of needs list

1. psycological 2. safety 3. belongingness 4. esteem 5. self-actualization

Spokescharacters

Animated animals, people, products, or other things.

Pusling

Any time it is important to produce widespread knowledge of the product rapidly, such as during a new-product intro, frequent (close together) repetitions should be used

Reinforcement

Anything that increases the liklihood that a given response will be repeated in the future

Brand personality

Brand image is what people think of and feel when they hear or see a brand name. set of human characteristics that become associated with a brand.

External stimulus ch

characteristics like animation had less influence on these consumers because they were already internally motivated.

Individual factors

characteristics that distinuish one individual from another

avoidance-avoidance conflict

choice involving only undesirable outcomes produces

Sponsorship

company providing financial support for an ebvent such as the Olympics or Concert is one of the most rapidly growing marketing activities and a multibillion-dollar industry

Source credibility

consists of trustworthiness and expertise.

Motive

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

laddering

constructing and means-end or benefit chain. Identifying motives. Product/brand shown to a consumer who names all the benefits that product might provide.

High-involvement learning

consumer is motivated to process or learn the material

Cognitive component

consumers beliefs about an object

Maintenance rehearsal

continual repition of a piece of information in order to hold it in current memory for use in problem solving or transferal to LTM.

Product positioning

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

Emotional ads

designed primarily to elicit a positive affective response rather than to provide info or aruments

Comparitive ads

directly compare the features or benefits of two or more brands

Motivation

drive state create by consumer interests and needs.

gratitude

emotional appreciation for benefits received

Active interpretation

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

Cognitive learning

encompasses all the mental activities of humans as they work to solve or cope with situations.

Attitude

enduring organization of motivational, emotionl, perceptual, and cognitive processes with respect to some aspect of our envionment

Brand leverage

family branding, brand extensions or umbrella branding. Marketers captializing on brand equity by using and existing brand name for new products

Affective component

feelings or emotional reactions to an object

Retrieval failure

forgetting is often refered to as this. Because info that is available in LTM cannot be accessed, that is, retrieved from LTM to STM.

Inference

goes beyond what is directly stated or presented

Ambivalent attidue

holding mixed beliefs and feelings about an attitude object.

Program involvement

how interested viewers are in the program or editorial content surrounding the ads

Situational factors

include stimuli in the environment other than the focal stimulus.

Self-referencing

indicates that consumers are relating brand info to themselves. The "self" is powerful memory schema

Utilitarian appeals

involve information the consumer of one or more functional benefits that are important to the target market.

Rhetorical figures

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

Amush marketing

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

Imagery

involves concrete sensory representations of ideas, feelings, and objects

Coping

involves consumer thoughts and behaviors in reaction to a stress inducing situation designed to reduce stress and achieve more desired positive emotions

Closure

involves presenting an incomplete stimulus with the goal of getting conusmers to complete it and thus become more engaged and invovlved

Operate conditioning

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

Memory

is the short-term use of the meaning for immediate decision making or the longer-term retention of the meaning A person's memory influences the info he or she is exposed to and attends to and the interpretations the person assigns to that information. At the same time, memory itself is being shaped by the information it is receiving **Much of the interpreted info will not be available to active memory when the individ makes a purchase decision

Schema - schematic memory

knowledge strcture. Complex web of associations

Iconic rote learning

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

Format

manner in which the message is presented

Perceptual defenses

means that individuals are not passive recipients of marketing messages. Rather consumers largely determine the messages they will encounter and notice as well as the meaning they will assign them.

Episodic memory

memory of a sequence of events in which a person participated

Just noticeable difference

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

Analytical reasoning

most complexform of cog. learning. Engage in creative thinking to restructure and recombine existing info as well as new info to form new associations and concepts

Involvement

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

Manifest motives

motives that are known and freely admitted

Script

necessary for consuemrs to shop effectively. Memory of how an action sequence should occur.

Implicit memory

nonconcious retrieval of previously encountered stimuli

Information quantity

number of cues in the stimulus field

Exposure 1

occurs when a stimulus is placed within a person's relevant environment and comes within range of his or her sensory receptor nerves. Provides opp for ppl to pay attention but does not guarentee it

Exposure

occurs when a stimulus such as a banner ad comes within range of a person's sensory receptor nerves - vision, in this example

Attention

occurs when the stimulus (banner ad) is "seen" (the recepter nerves pass the sensations on to the brain for processing).

Attention 1

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

Perceptual mapping

offers marketing managers a useful technique for measureing and developing a products position

Behavioral component

one's tendency to respond in a certain manner toward an object or activity.

One-sided messages

only one view point is expressed

Humorous appeals

opposite of fear appeals. Ads built around humor appear to increase attention and liking of the ad, particular for those individs in need for humor.

Punishment

opposite of reinforcement. Any consequence that decreases the likelihood that a given repsonse will be repeated in the future.

consumer emotional intelligence

person's ability to skillfully use emotional info to achieve a desireable consumer outcome.

Testimonial ad

person, generally a typical member of the target market, recounts his or her successful use of the produce, service, or idea.

**Read summary chapter 8

pg 303

stimulus organization

physical arrangement of the stimulus objects

Stimulus factors

physical characteristics of the stimulus itself

Long-term memory

portion of total memory devoted to permanent information storage

Contextual cues

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

two-sided message

presenting both good and bad points, is counterintuitive, and most marketers are reluctant to try such approach. One-sided messages most effective at reinforcing existing attitudes

Figure-ground

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

Conditioning

probably most apporpriately described as a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned

Stimulus discriminatio

process of learning to respond differently to similar but distinct stimuli

Classical conditioning

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

Cognitive interpretation

process whereby stimuli are placed into existing categories of meaning.

Infomercials

program-length tV commercials with toll-free number and/por web address through which to order or request additional information

Motivation

reason for behavior

Emoion

refer to the indentifiable, specific feeling, and affect to refer to the liking-disliking aspect of the specific feeling

Product repositioning

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

Ability

refers to capacity of individuals to attend to and process ifnormation

Message framing

refers to prsenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)

Position

refers to the placement of an object in phsyical space or time

Consumer ethnocentrism

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

Perceptual relativity

relative process rather than absolute. Often difficult for people to make interpretations in the absence of some reference point.

Clutter

represents density of stimuli in the environment.

Promotion-focused motives

revolve around a desire for growth and development and are related to consumers' hopes and aspirations

Prevention-focused motives

revolve around a desire for safety and security and are related to consumers' sense of duties and obligations

Stimulus generalization

rub off effect, occurs when a resonse to one stimulus is elicited by a similar but distinct stimulus

Brand image

schematic memory of a brand. Target markets interpretation of the products attirubutes, benefits, usage, users, manufacturer characteristics

Benefit segmentation

segmenting consumers on the basis of their most important attribute or attributes.

Semantic meaning vs psychological meaning

semantic - conventional meaning assigned to a word such as found in the dictionary psychological - specific meaning assigned a word by a given indivudal or group of individuals based on their experiences, their expectations, and the context in which the term is used.

Isolation

separating a stimulus object from other objects

Information processing

series of activities by which stimuli are perceived, transformed into information, and stored.

Mere exposure

simply presenting a brand to an indivudal on a large number of occasions might make a the individs' attitude toward the brand more positive.

Stimulus factors include

size, intensity, repetition, attractive visuals, color and movement, warm colors (reds & yellows, more arousing than cool colors, such as blues and greys.

Proximity

stimuli positioned close together are perceived belonging to the same category

Adaptation level theory

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

Regulatory focus theory

suggests that consumers will react differently depending on which broad set of motives is most salient.

Aesthetic appeal

tap consumers' affective reactions by going beyond the cognitive associations of functionality.

Hemispheric lateralization

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

Interpretation

the assignment of meaning to the received sensations

Sensory discrimination

the psycological ability of an individaul to distinguish between similar sstimuli Invovlves variables such as the sound of stereo systems, taste of food products, clarity of display screens

Demand

the willingness to buy a particular product or service. Is NOT the motive

Elaboration likelihood model (ELM)

theory about how attitudes are formed and changed under varying conditions of involvement. Integrates select individuals, situational, and marketing factors to understand attitudes.

Advertising wearout

too much repetition can cause consumres to actively shut out the message, evaluate it negatively, or disregard it

High-impact zones

toward the top and left of the ad

Company image and store image are similar except that they apply to companies and stores rather than brands

true

Most of the stimuli to which indiviuals are exposed are "self selected"

true

The left brain needs fairly frequent rest,but the right brain can easily scan large amounts of info over a long time period

true

individuals typically do not notce relatively small differences between brands or changes in brand attributes

true

Exposure and attention are highly selective

true meaning that consumers process only a small fraction of the available information.

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation

true.

Latent motives

unknown to the consumer or were such that he or she was reluctant to admit them

Elaborative activities

use of previously stored experiences, values, attitudes, belifs, and feelings to interpret and evaluate info in working memory as well as to add relevant prev stored info

Fear appeals

use the threat of negative (unpleasant) consequences if attitudes or behavrios are not altered.

Brand equity

value consumers assign to a brand above and beyond the functional characteristics of the product

Brand extension

where an existing brand extends to a new category with the same name such as Levi Struass putting its Levi name on a line of upsale men's suits.

Goal framing

where the message stresses either the positive consequences of performing and act or negative consequences of not performing the act.

cross-promotions

whereby signage in one area of the store promotes complementary products in another (milk signage in the cookie aisle), can also be effective

Short-term memory

working memory, portion of total memory that is currently activated or in use

Explicit memory

Characterized by the concious recollection of an exposure event

Extinction

Forgetting is often called this. Desired response decays or dies out if learning is not repeated and reinforced

Five-factor model

Multitrait personality theory identifies several traits that in combo capture a substantial portion of the personality of the individ.

Figure 8-1: Information processing for conusmer decision making

Pg 274 Information processing 4 steps: expsoure, attention, interpretation, and memory. ** the first 3 of these constitute perception These processes occur almost simultaneously and are clearly interactive

Multiattribute attitude model

Pg 385

Memory interference

Sometimes consumers have difficulty retrieving a specific piece of info

low-involvement learning

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

Shping

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

Vicarious learning/modeling

They can observe the outcomes of others behaviors and adjust their own accordingly. Can use imagery ot anticipate the outcome of various courses of action

Attribution theory

This set of motives deals with our need to determine who or what causes the things that happen to us and relates to an area of research called attribution theory

Permission-based marketing

Voluntary and self-selected nature of such online offerings, where consumers "opt in" to receive e-mail based promotions

Approach-avoidance conflice

a consumer facing a purchase choice with both positive and negative consequences confronts this

Approach-approach conflict

a consumer who must choose between 2 attractive alternatives faces this

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

Concepts

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

Flashbulb memory

acute memory for the circumstances surrounding a surprising and novel event.

Brand familiarity

an ability factor related to attnetion. Those with high brand familiarity may require less attentiont to brands ad

Co-branding

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

Personality

an individs characteristic response tendencies across similar situations

Analogical reasoning

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

Learning

any change in the content or organization of long-term memory or behavrior and is the result of information processing

Interpretation1

assignment of meaning to sensations. related to how we comprehend and make sense of incoming information based on characteristics of the stimulus, the individuals, situation.

Value-expressive appeals

attempt to build a personality for the product or create an image of the product user.

Smart banners

banner ads that are activated based on terms used in search engines. Behavioral targeting strategies are avialable for general websites as well, and they appear to be quite effective.

Semantic memory

basic knowledge and feelings an individual has about a concept

information overload

because (unlike the situation with print ads) consumers have no control over the pace of exposure.