Consumer Behavior test 4
Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of what?
Cybermediaries
_______ summarizes the beliefs a person holds about his own attributes and how he or she evaluates their self on those qualities.
Self concept
________ is a discipline that studies the correspondence between signs and symbols and their meaning.
Semiotics
Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving? public marketing
Social marketing
__________ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.
exposure
Through the process of ________, people try to control what others think of them by strategically choosing clothing and other products that will convey a positive image.
impression management
figure ground principle
one part of stimulus will dominate and the other parts recede into the background ex. fedex logo
________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.
Information search
________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.
Problem recognition
A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?
Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.
refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.
The halo effect
__________ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
attention
Features actually used to differentiate among choices are called ________ attributes.
determinant
Steps in the information processing model
exposures attention interpretation memory
closure principle
filling in blanks based on prior knowledge ex. apple logo
similarity principle
grouping objects together that share similar characteristics
Consumer Decision Making buckets
habitual affective cognitive
gestalt psychology
hidden processes within our brain are crucial to explaining perception. We fill in the missing pieces
The first step in consumer decision making is ________, when the consumer realizes he or she must take some action.
problem recognition
what indicates motivation or interest in a specific product category, and it can be temporary or enduring.
product involevment
__________ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner.
product placement
According to this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision. consideration set
rational perspective
When a product helps to establish the user's identity, the user is said to have a(n) ________ type of relationship with the product.
self-concept attachment
If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.
self-image congruence model
________ influence helps the consumer make decisions about specific brands or activities.
social cue
What are intelligent agents?
software programs that use collaborative filtering technologies to learn from past user behavior
Cedric runs out of gas on the way to work. He thinks to himself-"How stupid I am!" Cedric has experienced a form of a problem recognition that is being dominated by a downward movement in his actual state.
true
Color and the nature of the programming surrounding the brand's advertisement are examples of contextual cues present in the situation that can play a role in consumer interpretation independent of the actual stimulus.
true
Cybermediaries describes a website or app that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently.
true
T/F: Consumers who have a large gap between their real and ideal selves are particularly good targets for marketing communications that use fantasy appeals.
true
Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?
voluntary exposure
What is schema?
A set of beliefs we assign that are used to guide behavior
________ is where a person derives his or her identity in large measure from a social group.
Collective Self
Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent?
Exposure
_________ is a person's conception of how she would like to be.
Ideal self
Proximity Principle
Things close in proximity are grouped together
__________ refers to the capacity of individuals to attend to and process information.
ability
Decisions driven by our emotional responses to a product are called ________.
affective decision making
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer ______ .
interpretation
_________ is a drive state created by consumer interests and needs
motivation
what is an individual factor affecting attention?
motivation & ability
What is attention is determined by?
the stimulus, the individual, and the situational
