Consumer Behavior - Exam 1

refers to how I think I am now

actual self

term used for a marketing approach in which firms attempt to associate their companies with an event like the Olympics without becoming an official sponsor

ambush marketing

the most complex form of cognitive learning, involving individuals' engaging in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts

analytical reasoning

what type of conflict is when the consumer faces a choice between two attractive alternatives?

approach-approach

what type of conflict is when the consumer faces both positive and negative consequences in the purchase of a particular product?

approach-avoidance

how is an associative network developed?

as links form between nodes

how are concepts stored in memory?

as nodes

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

attention

consumers sometimes hold mixed beliefs and/or feelings about an attitude object; these attitudes are less stable over time and less predictive of behavior

attitude ambivalence

relates to consumers having a need to attribute an underlying cause to a given outcome; used primarily for analyzing consumer reactions to promotional messages

attribution theory

what type of conflict is when the consumer faces two undesirable alternatives?

avoidance-avoidance

how are nodes connected?

by synaptic links

how is info stored in long-term memory?

in associative networks or schemas

how do you appeal to latent motives?

indirectly via symbolism

characteristics of the individual **motivation and ability

individual factors

there is too much information available to be dealt with effectively

information overload

the assignment of meaning to sensations; related to how we comprehend and make sense of incoming information

interpretations

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

involvement

an individual acquires and assigns meaning to stimuli

perception

_____ of a learned response represents a reduction in marketing effectiveness

retrieval failures or extinction

the self-concept including the possessions one uses to define oneself

the extended self

what do attitudes influence/reflect?

the lifestyle individuals pursue

how to measure the self-concept

through a 15 item semantic differential scale

is exposure self-selected?

yes, we tend to expose ourselves to information we think will help us achieve our goals

involves switching channels when a commercial appears

zapping

occurs when viewers fast-forward through commercials as they play back a previously recorded program

zipping

what four premises is Maslow's hierarchy-of-needs approach based on?

(1) all humans acquire a similar set of motives through genetic endowment and social interaction, (2) some motives are more basic or critical than others, (3) the basic motives must be satisfied to a minimum level before other motives are activated, and (4) after basic motives are satisfied, more advanced motives come into play

assumptions of trait theories of personality (2)

(1) all individuals have internal characteristics or traits related to action tendencies, and (2) there are consistent and measurable differences between individuals on those characteristics

how do you promote voluntary attention?

- connect with consumers' needs - make the message personally relevant - increase arousal - pay people to pay attention

external influences on consumer behavior

- culture - subculture - demographics - social status - reference groups - family - marketing activities

how do you promote involuntary attention?

- increase salience/vividness of message - subliminal advertising

difference between interdependent self-concept and independent self-concept

- independent self-concept is characterized by an emphasis on personal goals, characteristics, achievements, and desires - interdependent self-concept is characterized by and emphasis on familiar, cultural, professional, and social relationships

what is the allocation effort controlled by?

- involuntary attention - voluntary attention - cost-benefit analysis - physiological arousal

internal influences on consumer behavior

- perception - learning - memory - personality - motives - emotions - attitudes

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.

how are the groups in the VALS system broken down (2 dimensions)?

1. primary motivation - ideals - achievement - self-expression 2. physical, mental, and material resources to pursue one's dominant motivation

determinants of attention (3)

1. stimulus 2. individual 3. situation

theory that states that basic motives must be minimally satisfied before more advanced motives are activated

Maslow's need hierarchy

a detailed set of motives used to account for specific aspects of consumer behavior

McGuire's Psychological Motives

a system that examines demographic and consumption data down to the individual household with 68 lifestyle segments organized around social groupings and life stage

PRIZM

divides the United States into eight groups—Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors

VALS system

what does the left side of the brain control?

activities related to rational thought

four types of self-concept

actual self-concept, social self-concept, private self-concept, and ideal self-concept

occurs when the consumer selectively avoids exposure to advertising messages

ad avoidance

if a stimulus doesn't change over time we habituate to it and begin to notice it less

adaptation level theory

feelings or emotional reactions to an object

affective component

the emotional or feeling response triggered by a stimulus

affective interpretation

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

analogical reasoning

the way people think, feel, and act toward some aspect of their environment

attitudes

how do marketers decrease competitive interference?

avoiding competing advertising, strengthening initial learning, reducing similarity to competing ads, and providing external retrieval cues

why is the self-concept important to marketers?

because consumers purchase and use products to express, maintain, and enhance their self-concept

reflects overt actions and statements of behavioral intentions with respect to specific attributes of the object or the overall object

behavioral component

a segment based on needs or sought benefit

benefit segment

refers to the extent to which an individual includes important brands as part of their self-concepts

brand engagement

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

brand equity

a market segment or individual consumer's schematic memory of a brand

brand image

influence persuasion under high involvement but not low involvement

central cues

attempts to create an association between a stimulus and some response; generally low involvement in nature

classical conditioning

when two brands are given to a single product; has been shown to modify attitudes toward the participating brand

co-branding

this approach to learning encompasses the mental activities of humans as they work to solve problems, cope with complex situations, or function effectively in their environment

cognitive approach

consists of the individual's beliefs or knowledge about the object

cognitive component

a process whereby stimuli are placed into existing categories of meaning

cognitive interpretation

three components of attitudes

cognitive, affective, and behavioral

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

consumer ethnocentrism

energizing forces that activate behavior and provide purpose and direction to that behavior

consumer motivations

play a role in the consumer's interpretation independent of the actual stimulus

contextual cues

reinforcement occurs after every behavior; learning and extinction are faster

continuous reinforcement schedule

one that target market believes will provide accurate information; trustworthiness and expertise are key factors in establishing this

credible source

involves placing signage in one area of the store to promote complementary products in another area

cross-promotion retail strategy

how do you appeal to manifest motives?

directly

three strategies where consumers can resist persuasion

discrediting, discounting, and containment

a theory about how attitudes are formed and changed under varying conditions of involvement; suggests different communications strategies depending on involvement

elaboration likelihood model (ELM)

the use of stored experiences, values, attitudes, and feelings to interpret and evaluate information in current memory

elaborative activities

occur when environmental events or our mental processes trigger physiological changes such as increased heart rate; affect consumers' thoughts and behaviors

emotions

information entered in a recognizable way

encoding stage

steps of memory process (3)

encoding, storage, retrieval

specific episodes in one's life

episodic memory

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

exposure

occurs when a stimulus is placed within range of sensory receptor nerves

exposure

three stages of perception

exposure, attention, interpretation

five possible characteristics of an appeal that would influence or change attitudes

fear appeal, humorous appeals, comparative ads, emotional appeals, and value expressive/utilitarian appeals

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

figure-ground

memories that are vividly detailed and highly enduring over time; they contain specific situational detail; they are held with a high degree of confidence, and are perceived as special and different from other ordinary or mundane experiences

flashbulb memories

- uses activated knowledge from long-term memory - controlled process - uses some cognitive capacity - more likely for concepts of high importance/involvement - more likely for novel, unusually, infrequently encountered concepts

focal attention

based on the premise that individuals with similar lifestyles tend to live near each other

geo-demographic analysis

the object is to stress either the positive consequences of performing an act or the negative consequences of not performing the act; the negative message is generally more effective

goal framing

a consumer context is the emotional appreciation for benefits received

gratitude

activities that take part in each side of the brain

hemispheric lateralization

occurs when an individual is motivated to acquire the information

high-involvement learning

the learning of an association between two concepts in the absence of conditioning

iconic rote learning

refers to how I would like to be

ideal self

what does the right side of the brain control?

images and impressions

what factors does strength of learning depend on (6)?

importance, message involvement, reinforcement, mood, repetition, and dual coding

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

information processing

the minimum amount that one brand can differ from another with the difference still being noticed

just noticeable difference

when consumers are unable or unwilling to admit to the motives that are influencing them; can be determined by motivation research techniques such as word association, sentence completion, and picture response

latent motives

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

learning

when marketers capitalize on brand equity

leveraging brand equity

a function of a person's inherent individual characteristics that have been shaped through social interaction as the person moves through his or her life cycle

lifestyle

characteristics of attention (3)

limited, selective, divided

information from previous information processing that has been stored for future use; undergoes continual restructuring as new information is acquired

long-term memory

what level of involvement is associated with routine brand buyers?

low involvement

occurs when an individual is paying only limited or indirect attention to an advertisement or other message

low-involvement learning

the continual repetition of a piece of information in order to hold it in current memory

maintenance rehearsal

what occurs in short-term memory?

maintenance rehearsal and elaborative activities

when consumers are often aware of and will admit to the motives causing their behavior; can be discovered by standard marketing research techniques such as direct questioning

manifest motives

the total accumulation of prior learning experiences

memory

occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way

memory interference

theory that simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive

mere exposure

refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms

message framing

what level of involvement is associated with information seekers?

message-response/advertising involvement

aspects of a consumer's possessions that serve as a form of external memory which prompts the retrieval of episodic memories

mnemonic qualities

relates to how consumers do not need to experience rewards or punishments directly to learn

modeling/vicarious learning

include beliefs about an object's attributes, ideal or desired levels of performance for each attribute, and the relative important attached to each attribute

multi attribute attitude model

attempt to capture a significant portion of a consumer's total personality using a set of personality attributes

multitrait theories **Five-Factor Model

a low-involvement scanning of the environment; right-brain activity

non-focused attention

three characteristics of the message structure that influence its ability to change attitudes

one- versus two-sided messages, positive versus negative framing, and the nonverbal components of the message

what is one- versus two-sided messages?

one-sided message, only a positive point of view is expressed; in a two-sided message, both good and bad points are expressed which can enhance effectiveness

attempts to create an association between a response and some outcome that serves to reinforce the response; generally high involvement in nature

operant conditioning

when only a portion of the items in a category are presented to consumers, the omitted items are not easily recalled.

part-list cuing effect

behavior is reinforced only part of the time; learning and extinction are slower

partial reinforcement schedule

how are information processing and perception different?

perception involves all but the storage function (memory)

offers marketing managers a useful technique for measuring and developing a product's position; involves mapping how consumers perceive the similarity and dissimilarity between a set of competing brands or products

perceptual mapping

influence persuasion under high involvement in competitive situations

peripheral cues

influence persuasion under low involvement but not high involvement

peripheral cues

enhancing attention (4)

personal relevance, pleasant, surprising, easy to process

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

personality

what five levels of motivation are proposed by Maslow?

physiological, safety, belongingness, esteem, and self-actualization

what research techniques is this an example of? consumers tell a story about a person shown buying or using a product in a picture or line drawing

picture response (construction technique)

major dimensions of emotion (3)

pleasure, arousal, and dominance

the placement of an object in physical space or time

position

levels of attention (2)

preconscious and focal

- uses activated knowledge from long-term memory - automatic process - uses little or no cognitive capacity - more likely for concepts of low to moderate importance or involvement - more likely for familiar, frequently encountered concepts

preconscious attention

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

prevention-focused motives

refers to how I do or would like to see myself

private self

old info interferes with new info

proactive associative interference

as new responses are learned, a stimulus loses its effectiveness in retrieving the old response

proactive interference

skills possessed by humans **driving a car

procedural memory

what level of involvement is associated with brand loyalists?

product involvement

a decision by a marketer to attempt to attain a defined and differentiated brand image, generally in relation to specific competitors

product positioning

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

product repositioning

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

promotion-focused motives

the primary way that lifestyle is made operationally useful to marketing managers; a way of describing the psychological makeup or lifestyle of consumers by assessing such lifestyle dimensions as activities, interests, opinions, values, and demographics

psychographics

the meaning assigned to a word based on experiences and the context or situation in which the word or other symbol is used

psychological meaning

what level of involvement is associated with brand switchers?

purchase situation involvement

suggests that consumers react differently depending on whether promotion- focused or prevention-focused motives are most salient

regulatory focus theory

the person accesses the desired information

retrieval stage

new info interferes with old info

retroactive associative interference

consumers forget stimulus-response associations when new response to the same or similar stimuli are learned

retroactive interference

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

rhetorical figures

difference between a schema and a script

schema = a complex web of associations linking a variety of concepts and episodes to a particular object or event script = a memory of how an action sequence should occur

three types of LTM

schemas, scripts, and procedures

types of exposure (2)

selective and voluntary

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

selective exposure

one's beliefs and feelings about oneself

self-concept

we use observations of our own behavior to determine what our attitudes are

self-perception theory

a message involvement strategy used to highlight a brand's personal relevance to the consumer

self-referencing

facts and general knowledge about the world

semantic long-term memory

the conventional meaning assigned to a word that is found in the dictionary

semantic meaning

the ability of an individual to distinguish between similar stimular

sensory discrimination

focus on one aspect of personality in an attempt to understand a limited part of consumer behavior

single-trait theories

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

situational factors

banner ads that are activated based on terms used in search engines

smart banner

we assimilate new information about attitude objects in light of what we already know/feel

social judgement theory

refers to how I am or would like to be seen

social self

composed of two dimensions: trustworthiness and expertise

source credibility

two characteristics of the source of a message that influence its ability to change attitudes?

source credibility and celebrity sources

three communication characteristics

source, message appeal, and message structure

the ability of a stimulus to evoke a response years after it is initially perceived

spontaneous recovery

refers to the process of learning to respond differently to somewhat similar stimuli

stimulus discrimination

responding differently to somewhat similar stimuli

stimulus discrimination

physical characteristics of the stimulus itself **contrast, size, color, etc.

stimulus factors

once we have learned a particular response that works for us, we are able to capitalize on that learning by transferring it to similar learning situations or stimuli

stimulus generalization

one way of transferring learning by generalizing from one stimulus situation to other, similar ones

stimulus generalization

knowledge integrated into what is already there and warehoused

storage stage

what research techniques is this an example of? consumers complete a partial story.

story completion (completion technique)

what does retrieval depend on?

strength of initial learning, memory interference, and the response environment

what research techniques is this an example of? consumers give the series of words that come to mind after hearing each word on the list

successive word association (association technique)

what was on McGuire's list of motives?

the needs for consistency, attribution, categorization, objectification, autonomy, stimulation, desired outcomes (teleological), utility, tension reduction, expression, ego defense, reinforcement, assertion, affiliation, identification, and modeling

why are comparative appeals effective?

they are effective in generating attention, message and brand awareness, greater message processing, favorable sponsor brand attitudes, and increased purchase intentions and behaviors

why are emotional appeals effective?

they elicit a positive affective response rather than provide info or arguments

how do consumers organize information in LTM around brands?

through brand schemas

where are high impact zones in print ads?

top left portion of ad

when is a two-sided message likely to be more effective than a one-sided message?

two-sided messages are generally more effective than one-sided messages in changing a strongly held attitude and are particularly effective with highly educated consumers

involve informing the consumer of one or more functional benefits that are important to the target market; are most effective for products functional products and value-expressive appeals are most effective for products designed to enhance self-image or provide other intangible benefits

utilitarian appeals

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

value-expressive appeals

consumers actively seek out individual exposure for various reasons like purchasing goals, entertainment, etc.

voluntary exposure