305 MKT Exam 2

Superego

(counterweight the id) a person's conscience. it internalizes socieyt's rules and tries to prevent the id from seeking selfish gratification

Body Decoration and Mutilation

-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

Fishbein Model

1- salient beliefs people have about attitude object (those beliefs about the object a person considers during evaluation) 2- object attribute linkages or the probability that a particular object has an important attribute 3- evaluation of each attribute

steps in cognitive decision-making process

1: Recognize Problem 2: Information Search 3:Evaluate Alternatives 4: Product Choice 5: Post purchase Evaluation

Lifestyles and consumer identity

236 defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money

The Power of Attitudes

263 attitude a lesting, general evaluation of people, objects, advertisements, or issues

The ABC model of Attitudes

264 affect- describe how a consumer feels about an attitude object behavior- refers to the actions her she taeks otward an object cognition- what he or she believes interrelationships among knowing, feeling, and doing

Hierarchies of Effects

264 explain the relative impact of the three components ABC high involvement low involvement experimental

How we form attitudes

267 classical conditioning instrumental conditioning complex cognitive process

shopping experience

363

Clicks vrs Bricks

366 more people shop online now showrooming- shopper visits a store for an expensive item (TV) then goes online and finds exact model for cheaper

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

ID

Nudge

a deliberate change by an organization that intends to modify behaviors - ask to be organ donor, only 20% -says drivers have to opt out of being an organ donor if they dont want to, 95% participation

Ideals of Beauty

a particular model or appearance -women big booty -men six pack

Collective self

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

Self regulation

a persons efforts to change or maintian his or her actions over time whether these involve dieting, living on a budget or training to run

AIOs

activities, interest and opinions researchers attempt to group consumers according to these three things

Salesperson effectiveness

age, apperance, education level and motivation to selll . they know their customers traits and preferences

Which of the following explains why people decorate or mutilate their bodies?

all of the above A) To separate group members from nonmembers B) To place a person in a gender category C) To enhance social role identification

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

an attitude

Social judgement theory

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

Primimg example

at wine place, french music in backgroun more likely to buy french wine, german music more likley to buy german wine

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

atmospherics

A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________.

being space

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

brand personalities

Cyberspace themes

build off information and communications technology ebay creates community among its vendors and traders

Marketscape theme

build on associations of man-made places Ex hotel that recreats parts of the real italian city

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

co-consumers

the three buckets of consumer decision making

cognitive - deliberate, rational, sequential habitual- behavioral, unconscious, automatic affective- emotional, instantaneous

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

collective self

Balance Theory

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

includes a buyer, a seller, and a product or service and other factors.

consumption situation

Priming

cues in the enviroment that make us more likely to react in a certain way even though we're unaware of these influences 2 groups one about to graduate college was primed to think about money (saw the word money often_ and other wasnt.. Asked to make ethical decisions. weaker ethics from money group

Online Decision making

cybermediary- a wesite or app that helps to filter and organize online market information so that customers can identify and evaluate altermatives more efficiently intelligent agents- what folter from past user behavior to recommend new purchases

Wearable computing

devices we wear such as Apple Watch, devices are woven into our clothing increasing our digital interactions will become attached to our bodies

Whats your problem

every consumer decision we make is a response to a problem -explain i am going to purchase more toothpaste because i need more toothpaste

Understanding our social roles are part of our

extended self

mindspace

fantasy, abstract ideas and concepts Kiva day s[ac pffer heal treatments basse don a theme of american indian healing

Experimental Hierarchy

feel-do-think we act on the basis of our emotional reactions

Priming and Nudging

framing- how we pose the question prospect theory- value of decision depends on gains and losses sunk-cost fallacy: if we paid for something more reluctant to waste it

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

gerneral lifesytle segmentation

product disposal

green issues: recycling our possessions anchor oour identities: our past lives on in our things concern about environment and need for conenience latering cycle- exchanges with something eh or she owns for something the other person owns ecommerce- selling old stuff

Hyperchoice

having too much stuff at the grocery store this forces us to make repeated decisions that may drain psycological energy while decreasing our abilities to make smart choices

ID

immediate gratification: it is the party animal of the mind

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

importance weights

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 we are more likley to purchase things at different times examples books come out in june because we stock up on beach books

describes consumption at the low end

inertia

Roles of collective decision making (thinkg of a family)

initiator gatekeeper influencer buyer user

Both Eastern and Western cultures see the self as divided into a(n)

inner, private self, and an outer, public self

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

internalization

Persuasion

involves an active attempt to change attitudes -reciprocity -scarcity -authority -consistency -liking -consensus

Psychographics

involves the use of pyschological, socialogical, 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

Self-perception theory

it 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 he does

The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.

low involvement

Retail themeing

many stores go all out to create imaginative environments that transport shoppers to fanstasy worlds or provide other kinds of stimulation

Position a product

marketers ability to convince the consumer to consider its product within a given category Ex: orange juice all day, or introduced am pesi did so good that ppl woulnt drink any other time and that product failed

Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior.

mental budget

In store decision making

mental budgets- assign amount but have additional slack amount they are willing to spend on unplanned purchases sell sweets eye level, product through out store, display toward rear of the supermarket and on the left side, unplanned buying- seeing something you realize you need impulse buying: have to have Point of purchase stimuli: free samples ( they elaborate product on display) store environment strong influence on purchasing store diplays important source to decide what clothes to buy

Saleperson role

most important value advice make shoppers choice easier dyadic encounters: two person groups- it's a relationship in which both parties must reach some agreement about the roles of each participant

Freudian Theory

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

Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________.

noncompensatory rule

Extended self

objects that we consider a part of us

Myers-Briggs Type Indicator

personality test -extroversion, introversion -sensing, intuition -thinking, feeling -judging (planning/ scheduled way) , perceiving (spontaneous)

Dimensions of emotional states

pleasure and arousal- determin whether we will react positively or negatively to a consumption environment (street riot vs street festival)

Product Categorization

position a product identify competitors create an exemplar product: brands we strongly associate with a category get to call the shots, they define the criteria we use to evaluate all category members locate products in a store

occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.

problem recognition

Search engine optimization

procedures companies use to design the content of websites and post to maximize the likelihood that their content will show up when someone searches for relevant term

M&M allows consumers to put names and works on their candy, this is an example of ________.

product personalization

________ are 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.

psychographics

The psychological dimension of time or how it is experienced is an important factor in what mathematical study?

queuing theory

Neo-freudian theories

read pg 224

Personality

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

landscape themes

rely on images of earth, animals Ex. bass pro shop

If products take on masculine or feminine attributes, they are said to be ________.

sex typed

Collective decision making

situation in which more than one person chooses the product or services that mulitple consumers use

Timestyle of groups

social dimensions- time for me, time with/for others temporal orientation- significance attached to past, present or future planning orientation- analytical to spontaneous polychronic orientation - different betwee one thing at a time to mulititasking

The elements of communication

source- message- medium which could be TV, radio and this reaches the consumer then the comsumer would provide feedback

impluse buying

sudden urge she simply cant resist retailers place impluse itmes suchs as candy and gum neat checkout

Self concept

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

habitual decision making

the choices we make with little or no conscious effort

user

the person who actually consumers the product or services

buyer

the person who actually makes the purchase

initiator

the person who brings up the idea or identifies a need

gatekeeper

the person who conducts the information search and controls the flow of info available to the group

influencer

the person who tries to sway the outcome of the decision

Brand personality

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

Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior best illustrates ________.

the sunk cost fallacy

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

theory of cognitive dissonance

sex-typed products

they reflect stereotypical masculine or feminine attributes and consumers associate them with one gender or another

Low involvement

think-do-feel assumes that consumers initally doesnt have a strong preference for one brand over another, instead he or she acts on the basis of limited knowledge and froms an evalutation only after he or she has bought the prodcut

high inolvment

think-feel-do assumes that a person appriaches a product decision as a problem-solving process first forms beliefs about a productm then she evaluates them, then they engage

motivational research

this approach adapted psychoanalytical interpretations with a heavy emphasis on unconscious motives -ask a select amount of people in depth questions to gage their motivation rather than a large group general questions

5 metaphors that capture perspective on time

time is a pressure cooker-feel under pressure or conflict, analytical in planning time is a map- extensive info search and comparison shop time is a mirror- loyal to product time is a river- spontaneous, present focus, quick frequent shopping trips time is a feast- pursue sensory pleasure and gratification, variety-seeking

Neuromarketing

uses functional magnetic resonance imaging, (fMRI), a brain-scanning device that tracks blood flow as we perform mental tasks to take an up-close look at how our brains respond to marketing messages and product design features

Postpurchase satisfcation

want quality and value

psychological time

we are more likely to be consuming mood at certaine rather than others

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 or quality ex. if it works, dont think much of it but when it doesn t work then it creates negative feelings

Consistentcy theory

we value harmony among our thoughts, feelings, and behaviors and a need to maintian uniformity among these elements motivates us 268

Trait theory

websites that match people based off of their personality profile -the identifiable characteristics that define a person

Unplanned buying

when he or she is unfamiliar with a store's layout or perhaps he or she is under some time pressure, or see something that reminds shopper she needs it

the digital self

your virtual life and how you display yourself on the internet