Consumer Marketing Quiz 1

Subliminal perception

- individuals have wide difference in their threshold levels - advertisers cannot control many important variables - most viewers aren't giving their full attention - the specific effect cannot be controlled embeds

Consumer Product Safety Commission powers

1. identify unsafe products 2. establish safety standards 3. recall defective products 4. ban dangerous products

Labeling legislation

Fair Packaging and Labeling Act (1966)- changed everything, had to list what's in your product The Nutrition Labeling and Education Act (1990)

Absolute vs. differential thresholds

absolute threshold: point at which one can distinguish between something and nothing differential threshold: the minimum difference that can be detected between two (just noticeable difference)

Products and greenhouse emissions

carbon footprint: the total set of greenhouse gas emissions associated with a product, person, or company

Closure

closure principle: tend to perceive incomplete picture as complete; we fill in the blank

Botnets

computers that use malware to take control of other computer from remote locations

Purchase motivation

consumer motivation is an internal state that drivers people to identify and buy products or services that fulfill conscious and unconscious needs or desires

C2C e-commerce

consumer to consumer commerce online

Dissatisfaction responses

consumers have three options to pursue when they are dissatisfied with a product 1. voice response 2. private response 3. third-party responses dissatisfied consumers tend to keep to themselves then bad mouth you

Demographic vs. psychographic variables

demographics: categories consumers fall in based on age, gender, income, etc. Characteristics of a population psychographics: the 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

Lack of nearby grocery stores

food deserts: census tracts where 33% or 500 people live more than a mile from a grocery store in an urban area or more than 10 miles away in a rural area

Exaggerating green friendliness

greenwashing: false or exaggerated claims about how environmentally friendly a product or industry is

David McClelland

human motivation(need) theory: three motivators we all have a need for achievement, a need for affiliation and a need for power. People will have different characteristics depending on their dominant motivator

Horizontal revolution

information flows across people not just from companies interpretivism (social media)

Consumers trading items of value

lateral cycling: one consumer exchanges something owned for something another person owns

80/20 Rule

marketers use this as a rule of thumb; 20% of users account for 80% of sales

Teaser ads

online rich media versions of familiar tv commercials that sit frozen on the web site until you click them

Perceptual defense vs. perceptual vigilance

perceptual vigilance - relates to current needs perceptual defense - tend to see what we want to see and we dont see what we dont want to see

Kansei Engineering

philosophy that translates customers' feelings into design elements

Relationship marketing

philosophy where the key to success is building relationships between brands and customers that will last a lifetime

Provenance vs. curation

provenance: the idea that sometimes you're willing to take things if you know where it is coming from curation: selecting the best content related to a specific niche, targeted to a specific audience where it's enhanced by expertise and personal opinion

Psychology vs. Sociology

psychology studies how the individual functions within society while sociology (individual mental processes and behaviors) studies how the society functions for the individual (group behavior)

Study of signs and symbols

semiotics: the study of signs and symbols

Perception vs. sensory issues

sensation: sensory receptors perception: the process by which sensations are selected, organized, and interpreted

Colors associated with companies

sensory signature: sensory impression a brand/product leaves in consumer minds

Shoplifting and employee theft

shrinkage: shoplifting and employee theft

Social vs. cause marketing

social: encourage responsible behavior/discourage irresponsible behavior cause: tying the corporate brand/image to a particular social cause

Closely associating a company or product with a particular sound or jingle.

sound symbolism

Asynchronous vs. synchronous interactions

synchronous: interactions that dont require all participants to respond immediately asynchronus: interactions that occur in real time, i.e. texting back and forth between a friend

Transformative consumer research

the idea when you're doing consumer research to identify potential social problems and how to fix them

Nostalgic attachment

the produce serves as a link with a past self

Weber's Law

the stronger the initial stimulus, the greater the change must be for it to be noticed

Rich media

the use of animated.gif files or video clips to grab viewers' attention

Positivism vs. Interpretivism

two perspectives on consumer research positivism: human reason is supreme, rational orderly world, objective truth can be discovered by science interpretivism: rejects human reason, cultural experiences, subjective experiences