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