Final Exam Consumer Behavior
Licensing
"Renting" a well known brand to put on their product.
bounded rationality
"good enough" perspective on decision making
Gemba
(In Japanese) means "the one true source of information." Essentially means to send marketers and designers to the precise place where consumers use the product or service.
fusiform face area
(facial recognition) a region in the temporal lobe of the brain that helps us recognize the people we know
implementation intentions
(if-then situations) that dictate how much weight we give to different kinds of information, whether emotional or cognitive, a timetable to carry out a decision, or even how we deal with other influences that would interfere with our plans
Semiotics
(philosophy) a philosophical theory of the functions of signs and symbols
this theory suggests that people who have an incomplete self-definition tend to complete this identity when they acquire and display symbols they associate with that role
(practice golf) symbolic self-completion theory
The economics-of-information perspective argues that advertising is important. Why?
Advertising reduces the amount of search time the consumer has to give up in order to acquire a product or service. Advertising offers important information for the customer, acting as a service.
Refers to the way a consumer feels about an attitude object
Affect
ABC Model of Attitudes
Affect Behavior Cognition
ABC model of attitudes is
Affect - consumer feels about the attitude object Behavior - actions he or she takes toward the object Cognition - they believe about the attitude object
ABC model
Affect- How a consumer feels about an attitude object. Behavior- Refers to the action or action intentions one takes toward the object. Cognition- What one believes to be true about an attitude object.
The "Big Three" American Ethnic Subcultures
African Americans Hispanic Americans Asian Americans
Fixed-Interval reinforcement
After a specified time period has passed the first response you make brings the reward. ie monthly blow out sales
7 dimensions of demographics described in the textbook
Age, Gender, Family structure, Social class/Income, Race/Ethnicity, Geography, and Lifestyles
What is the difference between an art product and a craft product?
Art- an object we admire strictly for its beauty or because it inspires an emotional reaction Craft- Because of the beauty with which it performs some function (tends to follow a formula and pretty functional for "use")
What is popular culture, and how does this concept relate to marketing and consumer behavior?
Consisting of music, movies, sports, books, celebrities, and other forms of entertainment that the mass market produces and consumes, is both a product and inspiration for marketers. GoPro sponsors athletes.
Membership reference group
Consists of people we know
Buzz
Consumer driven
Post-purchase evaluation
Consumer experiences the product.
Product choice
Consumer makes the decision.
Role Theory
Consumers act as they would in a play. Like, they act based upon their perceived roles, such as how they dress and how they do that stuff.
Perceptual Vigilance
Consumers are more likely to be aware of stimuli that relate to their current needs.
Foot-in-door technique
Consumers are more likely to comply with a big request if they agree to a smaller one.
Problem recognition
Consumers experiences a significant difference between current situation and some state we desire.
Expectancy disinformation model
Consumers form beliefs about product performance based on prior experience with or communications about the product that may imply a certain level of quality.
The basic perspective of role theory
Consumers seek lines, props, and costumes to put on a good performance (Different roles)
What is the difference between C2C and B2C e-commerce?
Consumers selling to consumers as opposed to the traditional business selling to consumers. ebay, blogs, craigslist
What is role theory and how does it help us understand consumer behavior?
Consumers take on roles as if in a play, complete with props, lines and costumes. To put on good performance they consume what's necessary to live up to their role. People often take on several roles (workplace, home, church, sports, school).
Referent power
Consumers voluntarily modify what they do and buy to identify with a referent.
WOM is a two-edged sword
Consumers weigh negative WOM more heavily than they do positive comments.
Heavy Users
Consumers who purchase a product or service much more frequently than others.
Serial reproduction
Content mutates
functional theory of attitudes
Daniel Katz, explains how attitudes facilitate social behavior. attitudes exist because they serve some function for the person the different functions: utilitarian - basic principle of reward and punishment like tasting a burger because of pleasure filling and positive reactions with burgers or coke because you like the taste value-expressive - self-concept like what someone says about him as a person ego-defensive - protect ourselves from external threats like deodorant knowledge - need order/structure/meaning, casual work pants on Friday only
Family identity
Defines the household to members and to outsiders.
Name two different disciplines that study consumer behavior. How would their approaches on the issue differ?
Demography: product role in the measurable characteristics of a population. Microeconomics: product role in the allocation of individual or family resources. 1. Families living Falmouth are likely to buy a BMW than a family living in Buxton. 2. Concentration of family incomes exceeding $150k/year live in Falmouth.
Activation Models of Memory
Depending on the nature of the processing task, different levels of processing occur that activate some aspects of memory rather than others. The more effort it takes to process information (so-called deep processing), the more likely it is that information will be placed in long-term memory.
Temporal orientation dimension
Depicts the relative significance individuals attach to past, present, or future.
Expert power
Derives from the knowledge a person possesses in a content area.
Red Sneakers Effect
Describe a brave person who sports a pair of red kicks in a professional setting
Demographics
Descriptive characteristics of a population such as age, gender, income, or occupation
Functional Theory of Attitudes
Developed to explain how attitudes facilitate social behavior.
The ______ focuses on commonalities across cultures while the _____ focuses on variations across cultures
Etic and Emic
Minimal group paradigm
Even when arbitrarily assigned, people favor those who wind up in the same group.
Consumer-Generated Content
Everyday people functioning in marketing roles, such as participating in creating advertisements, providing input to new product development, or serving as wholesalers or retailers.
Sharpening
Exaggerate prominent details
Lateral cycling
Exchanging something owned for something another person owns.
This theory suggests that expectations of achieving desirable outcomes rather than being pushed from within motive our behavior
Expectancy theory
Metaphysical
Explain origins of existence.
Perceptual Process
Exposure, Attention, Interpretation
The 3 stages of perception in order
Exposure, Attention, Interpretation (EAI)
the compulsion to check social media constantly to make sure we stay on top of what online friends are up to 24/7
FOMO - fear of missing out
Movement
Factors that motivate people to physically uproot and go to another.
__________ depends on such factors like education level, availability of birth control, and religion.
Family size
Trickle-across effect
Fashions diffuse horizontally
Trickle-up effect
Fashions originate with lower classes.
Asian Americans
Fastest-growing racial group in U.S. Largest group of new immigrants to the U.S.
Time poverty
Feeling more pressed for time than ever before
Reality principle
Finds ways to gratify the id that the outside world will find acceptable. (Hint: This is where Freudian theory applies to marketing.)
Narrowcast
Finely tuned messages for small audiences.
What is unique about the Quaker Oats guy?
First trademark for a cereal.
Underground economy
Flea markets and other used-product sales formats
Sociological models of fashion
Focuses on a subculture's adoption of a fashion and its subsequent diffusion into society.
Etic perspective
Focuses on commonalities across cultures.
Theory of Trying
Focuses on consumer's goals and what they believe they have to do to attain them.
Halal foods
Foods permissible under the laws of Islam. Potential for mainstream consumers.
Consumer hyperchoice
Forces us to make repeated decisions that may drain psychological energy while decreasing our abilities to make smart choices.
Frugality
Frugal people deny short-term purchasing whims; they choose instead to resourcefully use what they already own.
What is Thompson's favorite magazine?
GAME magazine with the puzzles
Turning routine actions into experiences by adding gaming elements to tasks that otherwise may be boring or routine.\
Gamification
Shopping orientation
General attitudes about shopping.
Look-alike packaging
Generic brands copying popular brands colors, shapes and overall image.
Three distinct stages of the gift-giving ritual
Gestation Presentation Reformation
The wedding
Giving away the bride. Best man, tossing of the garter, throwing rice.
Legitimate power
Granted by social agreements
Evoked Set
Group of brands, resulting from an information search, from which a buyer can choose
Avoidance group
Group we want to distance ourselves from.
Prediction market
Groups of people with knowledge about an industry are, collectively, better predictors of the future than any as individuals.
Which holiday mentioned in the textbook involves mostly non family members?
Halloween
Mental state of well-being characterized by positive energy
Happiness
How does the sense of touch influence consumers' reactions to products?
Haptic (touch) sense acts as primal language for humans, play a strong part of our everyday lives and how consumers grow attached to products. Apple allowing potential customers to handle the electronics before they buy, helps that most of their models have touch screens.
Loss aversion
Hate losing things more than getting.
Counterarguing
Humor inhibits. Reasons why a consumer doesn't agree with a message.
Freudian systems
Id Ego Superego
Personality traits
Identifiable characteristics that define a person.
Product-specific profile
Identifies a target group and then profiles these consumers on product-relevant dimensions.
Ritual script
Identify needed artifacts, sequence to use them, and who uses them.
Sunk-cost sallacy
If we pay for something, we're more reluctant to waste it.
Id
Immediate gratification
Mental budget
In some instances, we create this to help us estimate what we will consume over time so that we can regulate what we do in the present.
B2B e-commerce
Internet interactions between two or more businesses or organizations.
Shrinkage
Inventory losses that occur as a result of theft or deterioration.
A person's perceived relevance of the object based on their inherent needs, values, and interests
Involvement
Major differences in B2B
Involves more people, impulse buying is rare, career may be on the line.
Swatting
Involves phone calls and texts to police departments that falsely report wrongdoing at a celebrity's home.
Bioterrorism
Involves the deliberate spread of pathogenic organisms into a community to cause widespread illness, fear, and panic.
What is a positioning strategy? What are some ways marketers can position their products?
Is a fundamental component of a company's marketing efforts as it uses elements of the marketing mix. Lifestyle: dos equis vs pbr Price leadership: $50,000 BMW vs $20,000 car with similar performance. Attributes: bounty "quicker picker upper" Product class: Sports car vs mini van competitors: the healthy option, always low prices Occasions: taxis in the old port because black out individuals shouldn't drive. Users: Levi's targeting men in 20's and 30's Quality: L.L. Bean, 100% return policy, quality guarentee
List of values scale
Isolates values with more direct marketing applications.
How is Freud's work relevant to consumer behavior?
It highlights the potential importance of unconscious motives that guide our purchases.
Spiritual-therapeutic model
Loosely based on religious principles. E.g., Alcoholic Anonymous, Weight Watchers
members of an online community who absorb content others post rather than contributing their own? AND this accounts for what percentage of a typical community's users?
Lurkers AND 90%
Hispanic Americans
Many corporations avidly court Hispanic consumers. 1 in every 6 U.S. residents, which is the second largest U.S. consumer market.
Problems with Traits Theory in consumer research
Many of the scales are not sufficiently valid or reliable; they do not adequately measure what they are supposed to measure, and their results may not be stable over time. Often marketers don't administer the tests under the appropriate conditions; people who are not properly trained may give them in a classroom or at a kitchen table.
Celebrity endorsements
Marketers hope that the star's popularity will transfer to the product or when a nonprofit organization recruits a celebrity to discourage harmful behaviors.
Define social marketing and give an example of the technique.
Marketing a product on the grounds of social change. Detergent company donating books to support literacy, beer companies sponsoring campaigns against drunk driving.
Green Marketing
Marketing efforts to produce, promote, and reclaim environmentally sensitive products
Consumerspace
Marketing environment where customers act as partners with companies to decide what the market place will offer.
What is database marketing?
Marketing that involves tracking specific consumer buying habits. Wal-Mart discovered interesting buying habit of customer who were stocking up before a hurricane truck. Beer and pop-tart sell a lot.
What is market segmentation? Three Examples:
Marketing to specific groups of consumers who share well-defined and relevant characteristics. Pepsi: for those who think young.
Translation
Master rules for operating in a new environment (currency, clothing)
Queuing Theory
Mathematical study of waiting lines.
The golden arches
Mconald's Sanctuary to Americans around the world. Ronald McDonald and the Hamburglar. Seminary for inductees (Hamburger University)
Interpretation
Meanings we assign to sensory stimuli, everyone interprets it differently.
A process for acquiring information and storing it over time so that it is available when needed
Memory
Sensory memory
Memory that stores the information we receive from our senses
Ideology
Mental characteristics of a people and the way they relate to their environment and social groups.
heuristics
Mental shortcuts or "rules of thumb" that often lead to a solution (but not always).
Associative Network
Mental system that contains many bits of information we see as related and stores each incoming piece of information with other, related pieces.
Contrast effect
Message in our latitude of rejection more unacceptable than they are.
Myths serve 4 interrelated functions in a culture
Metaphysical Cosmological Sociological Psychological
How does the United Nations define a megacity?
Metropolitan area with a total population of more than 10 million people
Psychological
Models of personal conduct.
Name the five types of perceived risk discussed in your textbook
Monetary, Functional, Physical , Social, Psychological
Refers to the idea that our judgments tend to be shaped by our moods
Mood congruency
Default bias
More likely to comply than make the effort to not comply.
flaming
POST CONTAINS CAPITAL LETTERS TO EXRESS ANGER
Does the size of a package influence how much of the contents we eat? Provide example.
Package size influences our consumption by encouraging consumers to consume it in one sitting. 7-11 big gulp, large fountain drinks, holds minimum of 1 liter of coke. Doesn't have re-closable cap, encourages user to drink whole thing.
Socialization agents
Parents, friends, and teachers impart these beliefs to us.
2 years
Peeps illustrates a fundamental premise of the modern field of consumer behavior: People often buy products not for what they do, but for what they mean. What is the shelf life of marshmallow Peeps?
Acculturation agents
People and institutions that teach the ways of a culture.
Rational perspective
People calmly and carefully integrate as much information as possible with what they already know about a process.
Opinion leaders
People knowledgable about products whose advice others take seriously
Halo effect
People reacting to similar stimuli in the same way they reacted to the original stimuli.
Collaborative consumption
People rent what they need rather than buying it.
Lifestyle marketing perspective
People sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.
Mere exposure phenomenon
People tend to like things that are more familiar to them, even if they were not that keen on them initially.
examples of priming
People that heard "rude" words were more likely to interrupt an experimenter than people that heard "polite" words. - Individuals that heard words that relate to older people subsequently exited the testing area more slowly than people not primed with those words. - Holding a hot or cold beverage influenced how a person felt about an interviewer. - see pics of cute stuff likely to engage
Organizational buyers
People who purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale.
Balance Theory elements
Person and his/her perceptions Attitude object Some other person or object
Phablets
Phone/tablet
spokescharacters
Pillsbury Doughboy, Chester Cheetah, GEICO Gecko boost viewers recall of claims that ads make and yield higher brand attitudes
General lifestyle segmentation study
Places a large sample of respondents into homogenous groups based on similarities of their overall preferences.
Simile
Places two dissimilar objects in a close relationship.
Mood dimensions
Pleasure Arousal
Theory of Gift Giving
A form of economic exchange in which the giver transfers an item of value to the recipient, who in turn must reciprocate.
Attitude
A lasting, general evaluation of people, objects, advertisements, or issues.
Permission marketing
A marketer will be more successful when communicating with consumers who have agreed to listen.
80/20 Rule
A marketing rule of thumb that 20 percent of purchasers account for 80 percent of a product's sales.
Meme theory
A meme is an idea or product that enters the consciousness of people over time.
Pastiche
A mixture of images (a mixture of images on how we see the world)
Consumer style
A pattern of behaviors, attitudes, and opinions that influences all a person's consumption activities.
Lifestyle
A pattern of consumption that reflects a person's choices of how to spend his or her time and money. These choices play a key role in defining consumer identity.
Icon
A person who attacks and ridicules cherished figures, ideas, and institutions
Reward power
A person who can provide positive reinforcement.
Consumer
A person who identifies a need/desire makes a purchase and then disposes of the product during the 3 stages of the consumption process- prepurchase issues, purchase issues, and postpurchase issues
Market maven
A person who likes to transmit marketplace information of all types.
Consumer
A person who purchases goods and services for personal use
lifestyle
A person's pattern of consumption that reflects a person's choices of how to spend his/her time and money and living as expressed in his or her activities, interests, and opinions
Personality
A person's unique makeup and how it consistently influences the way a person responds to his or her environment.
Information eascades
A piece of info triggers a sequence of interations
Learning
A relatively permanent change in behavior due to experience
Positive reinforcement
A reward for doing something
Masked branding
A seperate brand inside the same company to avoid being associated with the 'mother brand'. Pampers/Luvs
Script*
A sequence of events an individual expects to occur (different from schema)
Knowledge structure
A set of beliefs and the way we organize these beliefs in our minds.
Rituals
A set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically.
time poverty is
A situation in which a person is lacking time, which leads to stress
Culture
A society's personality. The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society.
Uncertainty Avoidance
A society's tolerance for uncertainty and ambiguity
Allegory
A story about an abstract trait or concept that advertisers tell in the context of a person, animal, vegetable, or object.
Narrative
A story that is used to convey product information.
Myth
A story with symbolic elements that represents a culture's ideals. Story often focuses on conflict between two opposing forces, and its outcome serves as a moral guide.
Relationship Marketing
A strategy that focuses on keeping and improving relationships with current customers
Rokeach value survey
A survey that measures instrumental and terminal values.
Subliminal Perception
A thought or behavior that is influenced by stimuli that a person cannot consciously report perceiving
Valentine's Day
A time for romantic gifts.
The exchange
A transaction in which two or more organizations or people give/receive something of value Mutually beneficial and an integral part of marketing
Want
A way society has taught us to satisfy a specific need
Reader-response Theory
A widely accepted perspective in literature that focuses on the role of the reader in interpreting a story rather than just relying upon the author's version.
The point at which a stimulus is strong enough to make a conscious impact on a person's awareness
Sensory Threshold
Name the 3 phases of a rite of passage
Separation (left home) Liminality Aggregation
Segregation
Shop and live away from mainstream.
Affiliation
Shopping centers are a natural place to congregate. The shopping mall is a favorite "hangout" for teenagers.
Heuristics
Shortcuts used to simplify product choices. Mental rules-of-thumb.
Two-step flow model of influence
Small group of influencers disseminates information because they can modify the opinions of many people.
Dimensions of time related to Timestyles
Social dimension Temporal orientation dimension Planning orientation dimension Polychronic orientation dimension
Hedonic shopping motives
Social experiences Sharing of common interests Affiliation Status The thrill of the hunt
Linkbaiting
Social media pros refer to the careful crafting of a title that markets the concept.
Source attractiveness
Social value recipients attribute to a communications physical appearance, social status, or similarity to the receiver.
Crowdsourcing
Soliciting ideas for new products from a user community.
The Foreign Corrupt Practices Act (1977)
The law/act that makes it illegal for U.S. executives to bribe foreigners to gain business
Conscientiousness
The level of organization and structure a person needs.
Absolute threshold
The lowest level of stimulation that a person can detect
Principle of Least Interest
The person who is least committed to staying in a relationship has the most power because that party doesn't care as much if the other person rejects him.
Differential Threshold
The point of sensitivity at which the least amount of change in a stimulus gives rise to a change in sensation.
Weber's Law
The principle that, to be perceived as different, two stimuli must differ by a constant minimum percentage (rather than a constant amount)
Information search
The process by which we survey the environment for appropriate data to make a reasonable decision
Elaborative rehearsal*
The process in which we switch information from short term memory into long term by relating one sensory or whatever thing to another.
Provide the definition of consumer behavior.
The process involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
Presentation
The process of gift exchange.
Spreading Activation*
The process through which activity in one node in a network flows outward to other nodes through associative links. (Axe) Brand Specific: it's macho Ad Specific: Macho guys using axe products Brand Identification: AXE brand Product Category: The product sits on the cabinet shelf Evaluative Reactions: that looks cool
CSR (corporate social responsibility)
The processes that encourage a business organization to make a positive impact on the various stakeholders in the community
Connection between product symbolism and motivation
The product represents a consumer's true goal, which is socially unacceptable or unattainable.
Retail theming
The quest to entertain means that many stores go all out to create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation.
Principle of cognitive consistency
We value harmony among our thoughts, feelings, and behaviors, and a need to maintain uniformity among these elements motivates us.
Stimulus discrimination
Weakening reaction to a conditioned stimulus when a reaction doesn't follow a stimuli similar to the conditioned stimulus.
Part-Category Cueing
When marketers present a list of products in a category and then the person has to come up with other ones
Extinction
When the effects of prior conditioning diminish and disappear. no longer salivate to bell
Paradox of low involvement
When we don't care as much about a product, the way it's presented (e.g., who endorses it or the visuals that go with it) increases in importance.
Coercive power
When we influence someone because of social or physical intimidation.
Prestige-exclusivity effect
Where high prices still create high demand.
Advergaming
Where online games merge with interactive advertisements that let companies target specific types of consumers.
Snob effect
Whereby lower prices reduce demand.
wearable computing
Whether devices we wear on our wrist like the Apple Watch, on our face like Google Glass, or woven into our clothing, increasingly our digital interactions will become attached to our bodies and perhaps even inserted into our bodies as companies offer ways to implant computer chips into our wrists
Star power
Works because celebrities embody cultural meanings: status and social class
value
a belief that some condition is preferable to its opposite
Brand equity
a brand has strong positive associations in a consumer's memory and commands a lot of loyalty
salience
a brand's prominence or level of activation in memory
red sneakers effect is what
a brave person who wears read kicks in a professional setting
avoidance-avoidance conflict
a choice situation where both alternatives are undesirable
schema
a cognitive framework we develop through experience
phablets
a combination of the features of a cellphone and a tablet
Total Quality Management (TQM)
a complex set of management and engineering procedures that aims to reduce errors and increase quality
identity
a component of self-concept
torn self
a condition where immigrants struggle to reconcile their native identities with their new cultures
chunk
a configuration that is familiar to the person and that he or she can think about as a unit
counterarguing
a consumer thinks of reasons why he doesn't agree with the message
media literacy
a consumer's ability to access, analyze, evaluate, and communicate information
goal
a consumer's desired end state
product involvement
a consumer's level of interest in a particular item
body image
a consumer's subjective evaluation of his or her physical self
productivity orientation
a continual striving to use time constructively
sex roles
a culture's expectations about how members of the male or female gender should act, dress, or speak
search engines
a database website that allows the user to locate links to specific information given search criteria, such as Google, Yahoo, and Bing
satisficing solution
a decision strategy that aims to yield an adequate solution rather than the best solution in order to reduce the costs of the decision-making process
nudge
a deliberate change by an organization that intends to modify behavior
narrative
a description of a product that is written as a story
classic
a fashion with an extremely long acceptance cycle
emotional oracle effect
a finding reported by researchers that people who trust their feelings are able to predict future events better than those who do not
Hierarchy of Needs
a framework that specifies different levels of motives that depends on the consumer's personal situation
horizontal revolution
a fundamental change in how consumers communicate via social media
aspirational reference group
a group that someone would like to join
e-sports
a growing activity that involves spectators who watch video gamers compete with one another
member contributions
a healthy proportion of users need to contribute content
attitude
a lasting, general evaluation of people, objects, advertisements, or issues
conditioned response
a learned response to a previously neutral (conditioned) stimulus
permission marketing
a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him
humor appeals
a marketing message that relies upon humor to sell a product
spectacles
a marketing message that takes the form of a public performance
happiness
a mental state of well-being characterized by positive emotions
ideal of beauty
a model, or exemplar, of appearance valued by a culture
social game
a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players
envy
a negative emotion associated with the desire to reduct the gap between oneself and someone who is superior on some dimension
dadvertising
a new trend that depicts fathers as wise and benevolent in advertising
lovemark
a passionate commitment to a brand
consumer style
a pattern of behaviors, attitudes, and opinions that influence all of a person's consumption activities
consumer style
a pattern of behaviors, attitudes, and opinions that influences all of a person's consumption activities
reinforcement schedule
a pattern that defines how often the desired response will be reinforced fixed interval - first response brings rewards variable interval - time must pass before you get reinforced varies based on average fixed-ratio - reinforcement only occurs after a fixed number of responses variable ratio - reinforced after a certain number of responses but don't know how many are required (casino slot machines for example)
microfame
a period of notoriety due to a surge of interest on the internet
self-fulfilling prophecy
a person acts according to the way he or she believes others expect, thus confirming this consumption
approach-avoidance conflict
a person desires a goal but wishes to avoid it at the same time
approach-approach conflict
a person must choose between two desirable alternatives
ideal self
a person's conception of how he or she would like to be
involvement
a person's perceived relevance of the object based on their inherent needs, values, and interests
actual self
a person's realistic appraisal of his or her qualities
personality
a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment
public self-consciousness
a personality trait that makes a person very aware of how he or she appears to others
multiple-intelligence theory
a perspective that argues for other types of intelligence, such as athletic prowess or musical ability, beyond the traditional math and verbal skills psychologists use to measure IQ
Consumer Addiction
a physiological or psychological dependency on goods or services
selfie
a picture a smartphone user takes of himself or herself
frequency marketing
a popular technique that rewards regular purchasers with prizes that get better as they spend more; i.e. frequent flyer models
identity marketing
a practice whereby consumers are paid to alter some aspects of their selves to advertise for a branded product
fattism
a preference for thin people and/or discrimination against overweight people
sentiment analysis
a process (sometimes also called opinion mining) that scours the social media universe to collect and analyze the wordspeople use when they describe a specific product or company
lateral cycling
a process in which already purchased objects are sold to others or exchanged for other items (reusing people's things)
memory
a process of acquiring information and storing it over time so that it will be available when we need it
collective self
a process of self-definition whereby an individual's identity is largely derived from his or her group memberships
Attentional Gate
a process whereby information retained for further processing is transferred from sensory memory to short-term memory
medical tourism
a rapidly growing sector of the global economy that encourages consumers to travel to other countries for surgical procedures that might be unavailable, more dangerous, or more expensive where they live
locational privacy
a related issue. GPS-enabled phones/cars share approximate locations with a centralized service
bromance
a relationship characterized by strong affection between two straight males
learning
a relatively permanent change in behavior caused by experience
positive reinforcement
a reward that strengthens the response to desired behaviors
leaderboard
a scoreboard providing the names and current rankings of top competitors
fantasy
a self-induced shift in consciousness, often focusing on some unattainable or improbable goal; sometimes fantasy is a way of compensating for a lack of external stimulation or for dissatisfaction with the actual self
script
a sequence of events an individual expects to occur
knowledge structure
a set of beliefs and the way we organize these beliefs in our minds
paradigm
a set of beliefs that guide our understanding of the world
Web 2.0
a set of economic, social, and technology trends that collectively form the basis for the next generation of the Internet
social network
a set of relations- essentially, a set of dyads- held together by ties between individuals
empty self
a shift toward a greater focus on the self as traditional points of reference such as family and cultural traditions recede in importance
shopping orientation
a shopping style that puts particular emphasis on certain activities or shopping motivations
embodied cognition
a simple way to explain it is states of the body modify states of the mind
focus groups
a small group of voters chosen by a political campaign for their demographic similarities who are brought together to gauge how the group they represent feels about the candidate.
symbolic interactionism
a sociological approach stressing that relationships with other people play a large part in forming the self; people live in a symbolic environment, and the meaning attached to any situation or object is determined by a person' interpretation of these symbols
homeostasis
a stable state of physiological arousal
conditioned stimulus
a stimulus that elicits a response only after learning has taken place
Conditioned stimulus
a stimulus that elicits a response only after learning has taken place and then leads to a conditioned response
unconditional stimulus
a stimulus that is naturally capable of causing a desired response
store image
a store's "personality," composed of such attributes as location, merchandise suitability, and the knowledge and congeniality of the sales staff
allegory
a story about an abstract trait or concept that advertisers tell in the context of a person, animal, veggie, or object
green marketing
a strategy that involves the development and promotion of environmentally friendly products and stressing this attribute when the manufacturer communicates with customers
Interpretivism
a study of consumer behavior that observes the act of consuming rather than the act of buying; based on qualitative research
influence network
a two-way dialogue between participants in a social network and opinion leaders
neuromarketing
a type of brain research that uses technologies such as functional magnetic resonance imaging (fMRI) to measure brain activity to better understand why consumers make the decisions they do
Sensory Signature
a unique characteristic of a brand conveyed on a perceptual channel
nanofame
a very brief period of "buzz" about someone who posts online or who appears in an online video
dramaturgical perspective
a view of consumer behavior that views people as actors who play different roles
cybermediary
a website or app that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently
persuasion
active attempt to change attitudes
AIO
activities interests opinions
AIOs
activities, interests, opinions
reference group
actual or imaginary individual/group that influences another
product line extension
adding additional products to an existing product line in order to compete more broadly in the industry
Where online games merge with interactive advertisements that let companies target specific types of consumers
advergaming
mere exposure phenomenon
advertisers find positive effects for repetition even in mature product categories such as repeating product info. boosts consumers awareness of the brand
sadvertising
advertising that uses inspirational stories to generate an emotional response
independence hypothesis
affect and cognition are separate systems so that it's not always necessary to have a cognition to elicit an emotional response
bromance
affection between straight male friends
females - communal goals
affiliation and building harmonious relations
fixed-interval reinforcement
after a specified time period has passed, the first response an organism makes elicits a reward
compensary rule
allows a product to make up for its shortcomings on one dimension by excelling on another
elaborative rehearsal
allows information to move from STM to LTM; involves thinking about the meaning of the stimulus and relating it to other information already in memory
evoked set
alternatives a consumer knows about
heading tag
an HTML tag that is used to section and describe content
happiness economy
an economy based upon well-being rather than material wealth
social shopping
an emerging form of e-commerce that allows an online shopper to simulate the experience of shopping in a brick-and-mortar store
embarrassment
an emotion driven by a concern for what others think about us
communal goals
an emphasis on affiliation and the fostering of harmonious relations, often associated with traditional female gender roles
agentic goals
an emphasis on self-assertion and mastery, often associated with traditional male gender roles
minimal group paradigm
an experimental paradigm in which researchers create groups based on arbitrary and seemingly meaningless criteria and then examine how the members of these "minimal groups" are inclined to behave toward one another
looking-glass self
an image of yourself based on what you believe others think of you
guilt
an individual's unpleasant emotional state associated with possible objections to his or her actions, inaction, circumstances, or intentions
information cascades
an online communication process where one piece of information triggers a sequence of interactions
retro brand
an updated version of a brand from a prior historical period
prospect theory
analyze how the value of a decision depends on gains or losses
the tendency to attribute human characteristics to objects or animals
anthropomorphism (disney movies)
attitude object
anything toward which one has an attitude
Alternate Reality Games (ARGs)
applications that blend online and offline clues and encourages players to collaborate to solve a puzzle
Name the 3 types of motivational conflict
approach-approach approach-avoidance avoidance-avoidance
lattitudes of acceptance and rejection
around an attitude standard - consider and evaluate ideas falling within the latitude favorably, but they are more likely to reject out of hand those that fall outside of the zone
dimensions of emotional states
arousing, exciting, pleasant, relaxing, sleepy, gloomy, unpleasant, distressing
art product vs craft
art- beauty like bliss or disgust craft has a formula and has a function
enclothed cognition
as a demonstration of the more general phenomenon of embodied cognition, the symbolic meaning of clothing changes how people behave
interference
as we learn additional information, it displaces the previous information
Behavioral learning theories
assume that learning takes place as the result of responses to external events
behavioral learning theories
assume that learning takes place as the result of responses to external events
social judgment theory
assumes that people assimilate new information about attitude objects in light of what they already know or feel
disclaimers
at end of commercial that supply additional info
multiple intelligence theory
athletic prowess or musical ability, beyond math and verbal skills used to measure IQ
observational learning process
attention, retention, production, motivation, observational learning
a lasting, general evaluation of people (including oneself), objects, advertisements, or issues
attitude
murray's psychogenic needs (TAT)
autonomy (independent), defendance (self against criticism), play (pleasurable activities)
according to saatchi & saatchi advertising agency, what are 4 basic conflicts common to all teens
autonomy vs. belonging (break away from family and grow up) rebellion vs. conformity (desire to rebel against parents) idealism vs. pragmatism (hypocritical and being right against society) narcissism vs. intimacy (own identity, but want to belong)
sex-typed traits
characteristics that are stereotypically associated with one gender or the other
sex-typed traits
characteristics we stereotypically associate with one gender or the other
culture production system
creative - generate new symbols and products managerial - make tangible, manage distribution communications - give meaning to new product
Term used to describe products that command fierce command loyalty, devotion, and maybe even worship by consumers
cult products (Apple, Harley-Davidson, Chick-fil-a)
common culprits
cultural pressures fear of deviance commitment group unanimity, size, expertise susceptibility to interpersonal influence environmental cues
more
custom with a strong moral overtone
social marketing
customers compared their progress with their neighbors' and broadcast their achievements on Facebook
a parody of a brand posted on a website that looks like the original but is in fact a critique of it
doppelganger brand image
what are DINKS
double income no kids
degree of arousal
drive
culture of participation
driving philosophy behind social media, belief in democracy, ability to freely interact with others, and open access to venues where one can share
4 major segments of global brands
global citizens - largest segment, quality, and innovation global dreamers - second-largest, quality products and myths antiglobals - dislike brands global agnostics - don't base on brand's global attributes
ritual script
grad programs and etiquette books
these ceremonies help us transition from our private self to our public self
grooming rituals
brand community
group of consumers who develop relationships based on shared interests or product usage
buying center
group of people - plays different roles in more complex organizational decision
antibrand communities
groups of consumers who share a common disdain for a celebrity, store, or brand
who was the speaker from troy
hal fulmer
this occurs when we assume that persons who rank high on one dimension excel on others as well
halo effect
Happiness vs. Meaningfulness
happiness is linked to satisfying needs (a taker>giver) vs. relates to activities that express oneself and impact others in a positive way (giver>taker)
title
headline or main indicator of a page's content
feedback loop
help with self-regulation (the flashes signs on side of the road that help drivers regulate their speed) provide people with information about their actions in real-time and give them a chance to change those so you push to improve
decision-making shortcuts referred to as "mental rules of thumb"
hieristics
Attitude researchers developed the concept of a hierarchy of effects to explain the relative impact of the three components of knowing, feeling, and doing. Name the three hierarchies of effects and the differences.
high involvement - think, feel, do low involvement - think, do, feel experiential - feel, do think
prestige-exclusivity effect vs. snob effect
high prices create high demand and lower prices reduce demand
mass connectors
highly influential members of social media networks
tailgating
highly popular group ritual
antifestival
holiday of halloween meaning distorts the symbols we associate with other holidays
balanced state
homeostasis
refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs
homophily
Authoritarian parents Neglecting parents Indulgent parents
hostile, restrictive, and emotionally uninvolved detached from their children, don't exercise control communicate more with kids ad less restrictive
B2C E-Commerce
businesses selling to consumers
never can prove a theory
but you can support it
underground economy
buying and selling of goods and services that is concealed from the government to avoid taxes or regulations or because the goods and services are illegal
Economies of Information
perspective, advertising is an important source of cnsumer informaion. this view emphasizes the economic cost o the time spent searching for products.
prominent stimuli
print formats and loud music with fast action and celebrities
grooming ritual
private self to public self
when we experience a significant difference between our current state of affairs and some state we desire (Houston we have a problem)
problem recognition
theory of reasoned action
newer version of the fishbein model
stages of problem recognition
no problem opportunity recognition need recognition
problem recognition has 3 categories. name the 3 categories and the relationship between the ideal state and actual state
no problem (ideal/actual state=same (balanced) opportunity recognition (happy with car but realize cool other cars) need recognition (content, but flat tire and need a tire)
flows
occur between nodes
synchronous interactions
occur in real time, texting back and forth with friends and family
shared endorsements
occur when users who follow or rate a product or service may find that their endorsements show up on the advertiser's page.
stimulus discrimination
occurs when a UCS does not follow a stimulus similar to a CS; when this happens, reactions weaken and will soon disappear
reporting bias
occurs when a source has the required knowledge but we question his or her willingness to convey it accurately
classical conditioning
occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own (dogs with the bells)
negative word of mouth
occurs when consumers spread negative information about a product, service, or store to others we like this more than positive WOM
feature creep
occurs when developers add extra features that were not part of the initial requirements (spiral of complexity)
reality engineering
occurs when marketers appropriate elements of popular culture and use them as promotional vehicles
purchase momentum
occurs when our initial impulse purchases actually increases the likelihood that we will buy even more
highlighting effect
occurs when the order in which consumers learn about brands determines the strength of association between these brands and their attributes
punishment
occurs when unpleasant events follow a response; we learn the hard way not to repeat these behaviors
instrumental (operant) conditioning
occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes
instrumental conditioning (operant conditioning)
occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes
observational learning
occurs when we watch the actions of others and note the reinforcements they receive for their behaviors
recognition vs. recall
one at a time and ask if seen before independently think about what they have seen before being prompted (greater effort)
autonomic decision
one family member chooses a product
Doppelganger brand mage is
one that looks like the original but is in fact a critique of it
geospatial platforms
online applications that use smartphones to identify consumers' physical locations
group dieting
online forums devoted to encouraging people to go on crash diets
the percentage of people who open an email message from a marketer
open rates
power users
opinion leaders in online networks
selfie
or a picture a smartphone user takes of himself or herself on a smartphone (whether or not it's attached to a "selfie stick") is a common form of communication, especially for Millennials
highlighting effect
order in which we learn about brands determines the strength of association bt brands
The 3 examples of consumed consumers described in the textbook
organ/blood/hair donors, babies for sale, or prostitution
market segmentation strategies
organization targets its product, service, ideas only to specific groups of consumers
chunking
organizing items into familiar, manageable units; often occurs automatically
country of origin (COO)
original country from which a product is produced; it can be an important piece of information in the decision-making process
pleasure principle
our basic desire to maximize pleasure and avoid pain guides our behavior
impression management
our efforts to "manage" what others think of us by strategically choosing clothing and other cues that will put us in a good light
cognitive purhcase decision
outcome of a series of stages that results in the selection of one product over competing objects
cooptation
outsiders transform their original meanings
name in order the 5 steps in the cognitive decision making process
problem recognition information search evaluate alternatives product choice post purchase evaluation/outcomes
Memory
process of acquiring information and storing it over time so that it will be available when we need it
compensatory consumption
product choice driven by a threat to the self-concept
POP stimuli - point of purchase
product display or demonstration or employee that gives out free samples
The insertion of real products in fictional movies, TV shows, books, and plays is called _____
product placement (ultimate movie: Transformers or James Bond with Chevrolet and Volkswagon cars)
sex-typed products
products that reflect stereotypical masculine or feminine attributes
salience
prominence or level of activation in memory
Transformative Consumer Research (TCR)
promotes research projects that include the goal of helping people or bringing about social change
guerrilla marketing
promotional strategies that use unconventional means and venues to encourage word of mouth about products
message involvement
properties of the medium and message content that influence a person's degree of engagement with the message
two step flow model of influence
proposes that a small group of influencers disseminate information since they can modify the opinions of a large number of other people
researchers who work on this theory analyze how the value of a decision depends on gains or losses
prospect theory
consumed consumers
prostitutes organ/blood/hair donors babies for sale
self-perception theory
provides an alternative explanation of dissonance effects - 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 what he does
body image distortions
psychological disorders that cause the patient to believe that his or her body is bigger or smaller than others see it
body image distortions
psychological disorders that cause the patient to believe that his or her body is bigger or smaller than others see it occur among females
the mathematical style of waiting in lines (a queu)
queuing theory
a widely accepted perspective in literature that focuses on the role of the reader in interpreting a story rather than just replying upon the author's version
reader response theory
basic psychological principles that influence people to change their minds
reciprocity scarcity authority consistency liking consensus
pre purchase search
recognize a need and search market for specific information
this term describes a brave person who sports a pair of red kicks in a professional setting
red sneakers effect
spontaneous recovery
reestablished connection of emotional reactions to songs/pictures not in a long time
6 forms of power are what
referent information legitimate expert reward coercive
list the 6 classifications of power presented in the textbook
referent legitimate reward information expert coercive
B2B ecommerce
refers to Internet interactions between two or more businesses or organizations
source credibility
refers to a communicator's expertise, objectivity, or trustworthiness
comparative advertising
refers to a message that compares two or more recognizable brands and weighs them in terms of one or more specific attributes
androgyny
refers to the coexistence of both masculine and feminine personality traits in a single person
tie strength
refers to the nature of the bond between people
source attractiveness
refers to the social value recipients attribute to a communicator
need vs. want
reflects a basic goal like staying nourished vs. specific pathway to achieve the objective
third gender movement
register gender as nonspecific
fixed ration reinforcement
reinforcement occurs only after a fixed number of responses; this schedule motivates you to continue performing the same behavior over and over
episodic memories
relate to events that are personally relevant
episodic memories
relate to events that are personally relevant. as a result, a person's motivation to retain these memories will likely be strong
symbolic interractionism
relationships with other people play a large part to form the self
value system
relative importance and ranking of the universal values
brand loyalty
repeat purchasing behavior that reflects a conscious decision to continue buying the same brand
Repetition
repeated exposures and prevent decay of associations in memory
repetition
repeated exposures that increase the strength of stimulus-response associations and prevent the decay of these associations in memory
Compulsive Consumption
repetitive shopping, often excessive, as an antidote to tension, anxiety, depression, or boredom
social graphs
represent the interconnection of relationships in a social network
prototypical
representative of a pattern or category
self-image congruence models
research that suggests we chooseproducts when their attributes match some aspect of the self
lifestyle segmentation typologies
respondents answer a battery of questions that allow the researchers to cluster them into a set of distinct lifestyle groups
torn self
respondents struggle with retaining an authentic culture while still enjoying western freedom
shaping
responses made/elicited to deliberately obtain a goal, causing us to learn the desired behavior over a period of time
normative influence
result in contradiction bt what we say we will do and what we actually do when the moment of truth arrives
An updated version of a brand from a prior historical period
retro brand (slinky)
frequency marketing
rewards regular purchasers with prizes that get better as they spend more
A set of multiple, symbolic behaviors (weddings) that occurs in a fixed sequence and is repeated periodically
rituals
rites of passage
rituals we perform to mark a change in social status stages are separation (detaches from group and leaves), liminality (between statuses), and aggregation (returns to new status)
standards of behavior
rules that specify what members can and can't do on the site
Autonomic
salivation
response bias
saying yes regardless to the question asked
service scripts
scripts that guide our behavior in commercial settings
Embeds
symbols that are usually sexual are photoshoped into a picture and they supposidely exert strong but unconceus influences
utilitarian needs hedonic needs
tangible attributes like amount of fat experiential and subjective like fantasy
Market Segmentation Strategies
targeting a brand only to specific groups of consumers rather than to everybody
co-branding strategies
team up with other companies to promote two or more items
virtual makeover
technologies make it even easier for each of us to involve the digital self as we choose products to adorn our physical selves
moods
temporary positive or negative affective states accompanied by moderate levels of arousal
category exemplars
tend to exert a disproportionate influence on how people think of the category in general
stimulus generalization
tendency of stimuli similar to a CS to evoke similar conditioned responses
Anthropomorphism
tendency to attribute human characteristics to objects/animals
Figure-Ground Principle
the Gestalt principle whereby one part of a stimulus configuration dominates a situation whereas other aspects recede into the background
People react to similar stimuli in much the same way they respond to the original stimulus. This generalization is called what?
the HALO effect
megaphone effect
the ability of individual bloggers to share their opinions about products with large numbers of online followers
meerkating
the act of shooting a live video stream
retail therapy
the act of shopping in order to improve mood or mental state
meerkating is
the act of someone shooting a live video stream, has become a verb as thousands of people create their own running self-documentaries
Anticonsumption
the actions taken by consumers involving the deliberate defacement or mutilation of products
priming
the activation, often unconsciously, of certain associations, thus predisposing one's perception, memory, or response
Gyges Effect
the anonymity of the internet can cause otherwise moral people to experience a loss of inhibition and post things they would never say to a person in the real world
rational perspective
the assumption that 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
imbibing idiot bias
the assumption that people who drink alcohol are less intelligent
social comparison
the basic human tendency to compare ourselves to others
Hyperreality
the becoming real of what is initially simulation or "hype"
self concept
the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities
self-concept
the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities
nostalgia
the bittersweet emotion that arises when we view the past with both sadness and longing
social power
the capacity to alter the actions of others
Big data
the collection and analysis of extremely large datasets
online community
the collective participation of members who together build and maintain a site
advertising wear-out
the condition that occurs when consumers become so used to hearing or seeing a marketing stimulus that they no longer pay attention to it
source derogation
the consumer may doubt the credibility of a biased presentation
homophily
the degree to which a pair of individuals is similar in terms of education, social status, and beliefs
variety-seeking
the desire to choose new alternative over more familiar ones
drive
the desire to satisfy a biological need to reduce physiological arousal
evaluative criteria
the dimensions consumers use to compare competing product alternatives
extinction
the diminishing of a conditioned response due to lack of association between the CS and the UCS
Extinction
the effects of prior conditioning diminish and disappear
gender identity
the elements of self-concept that reflect sex roles
maximizing solutions
the extensive cognitive decision strategies we use when we want to identify the best possible choice
situational invovlement
the extent to which a shopper is engaged with a store, website, or a location where people consumer a product or service
extended self
the external objects we consider a part of our self-identity
pioneering brand
the first brand to enter a market
core values
the fundamental, passionate, and enduring principles of an organization that guide its conduct over time freedom and achievement
halo effect
the generalization that occurs when people react to other, similar stimuli in much of the same way they responded to the original stimulus
sexting
the growing trend of young people posting sexually suggestive photos of themselves online
mood congruency
the idea that our judgements tend to be shaped by our moods
norms
the informal rules and shared expectations that groups establish to regulate the behavior of their members
product placement
the insertion of real products in fictional movies, TV shows, books, and plays
material accumulation
the instinct to earn more than we can possible consume
material accumulation
the instinct to earn more than we can possibly consume
gender socialization
the learning of gender roles through social factors such as schooling, the media, and family
Interpretant
the meaning derived from a sign or symbol
involvement
the motivation to process product-related information
popular culture
the music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market
P2P commerce (peer-to-peer)
the notion of doing business with other consumers rather than with companies
organizational buyers
the people who purchase products and services for use in business and government
open rates
the percentage of people who open an email message from a marketer
Perceptual Filters
the personality-, psychology-, or experience-based differences that influence people to ignore or pay attention to particular stimuli
mass customization
the personalization of products and services for individual customers at a mass-production price
expectancy theory
the perspective that behavior is largely "pulled" by expectations of achieving desirable outcomes, or positive incentives, rather than "pushed" from within
embodied cognition
the perspective that our behaviors and observations of what we do and buy shape our thoughts rather than vice versa
symbolic self-completion theory
the perspective that people who have an incomplete self-definition in some context will compensate by acquiring symbols associated with a desired social identity
atmospherics
the physical elements in a store's design that appeal to consumers' emotions and encourage buying
self esteem
the positivity of a person's self-concept
self-esteem
the positivity of a person's self-concept
androgyny
the possession of both masculine and feminine traits
recommerce
the practice of trading or reselling used possessions in the underground economy rather than purchasing new items from retailers
consumer socialization
the process by which people acquire the skills, knowledge, and attitudes necessary to function in the marketplace
consumer socialization
the process by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace
looking-glass self
the process of imagining the reaction of others toward oneself
modeling
the process of imitating the behavior of others
Modeling
the process of imitating the behavior of others.
acculturation
the process of learning the value system and behavior of another culture
enculturation
the process of learning the value system and behavior of our own culture
spreading activation
the process that allows us to shift back and forth among levels of meaning
identity negotiation
the process that occurs when both participants in an encounter reach an agreement about the role of each person like age or appearance
collective value creation
the process whereby brand community members work together to develop better ways to use and customize products
inertia
the process whereby purchase decisions are made out of habit because the consumer lacks the motivation to consider alternatives
motivation
the processes that lead people to behave as they do
third gender movement
the push to expand the definition of gender beyond the traditional categories of male and female
network effects
the quality of the site improves as the number of users increases
narrative transportation
the result of a highly involving message where people become immersed in the storyline
response bias
the results we obtain from a measuring instrument are not necessarily based on what we measure, but rather on something else about the instrument or the respondent
kin network system
the rituals intended to maintain ties among family members, both immediate and extended
situational self image
the role a person plays in a specific social context that helps to determine how he or she feels
Positioning Strategy
the selection of key themes or concepts that the organization will feature when communicating this distinctiveness to the target segment
chapter 6 is on
the self: the mind, the gender, and the body
social media
the set of technologies that enable users to create content and share it
showrooming
the shopping practice of coming into retail store showrooms to check out merchandise and prices but instead buying from an online-only rival, sometimes while in the store
traditional communications model
the source then message then medium then consumer and feedback
information search
the stage of the buyer decision process in which the consumer is motivated to search for more information
decay
the structural changes that learning produces in the brain simply go away
behavioral economics
the study of situations in which people make choices that do not appear to be economically rational
Neuroendocrinological science
the study of the potential role of hormonal influences on preferences for different kinds of products or people
neuroendocrinological science
the study of the potential role of hormonal influences on preferences for different kinds of products or people
long-term memory
the system that allows us to retain information for a long period of time
ego
the system that mediates between the id and the superego (referee in the fight)
IKEA Effect
the tendency for consumers to like products more when they are involved in building or assembling them
spacing effect
the tendency for distributed study or practice to yield better long-term retention if repeats the target item than in short time period
state dependent retrieval
the tendency for information to be better recalled when the person is in the same state during encoding and retrieval
martyrdom effect
the tendency for people to donate more to a cause if they also have to sacrifice something or experience discomfort
spacing effect
the tendency for us to recall printed material more effectively when the advertiser repeats the target item periodically, rather than presenting it repeatedly in a short time period
stimulus generalization
the tendency of stimuli similar to a CS to evoke similar, conditioned responses
Dispreferred Marker Effect
the tendency to couch negative product reviews in softer terms to avoid looking harsh and judgmental like god bless it or i do not want to be mean but
this hedonic shopping motive involves people who pride themselves on their knowledge of the marketplace. they may love to haggle and bargain and even view this process as a sport
the thrill of the hunt
variable-interval reinforcement
the time that must pass before you get reinforced varies based on some average; because you don't know exactly when to expect the reinforcement, you have to respond at a consistent rate
U-Commerce
the use of ubiquitous networks that will slowly but surely become part of us, whether in the form of wearable computers or customized advertisements beamed to us on our cell phones.
negative state relief
the view that helping others is a way to resolve one's own negative moods
augmented reality
the viewing of the physical world with computer-generated layers of information added to it
affect
the way a consumer feels about an attitude object
framing
the way an issue is posed; how an issue is framed can significantly affect decisions and judgments
stage of cognitive development
their ability to comprehend concepts of increasing complexity
selective search
their efforts are more focused and efficient
theory of cognitive dissonance
theory based on the premise that a state of tension is created when beliefs or behaviors conflict with one another; people are motivated to reduce this inconsistency (or dissonance) and this eliminate unpleasant tension
cognitive learning theory
theory of learning that stresses the importance of internal mental processes and that views people as problem solvers who actively use information from the world around them to master their environment; stresses the role of creativity and insight during the learning process
updated version of the Fishbein mode; involving intentions vs. behavior and attitude toward the act of buying
theory of reasoned action
this theory states that we should replace the criterion of behavior in the reasoned action model with trying to reach a goal
theory of trying
lurkers
they absorb content that others post rather than contributing their own
Consumed Consumers
those people who are used or exploited, whether willingly or not, for commercial gain in the marketplace
mixed emotions
those with positive and negative components
refers to the nature of a bond between people
tie strength
5 metaphors that capture participants' perspectives on time
time is... pressure cooker map mirror river feast
many consumers believe they are more pressed for time than ever before. marketers label this feeling
time poverty
ways to decorate the physical self -
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
brand loyalty
totally different story - describes a pattern of repeat purchasing behavior that involves a conscious decision to continue buying the same brand
sociometric methods
trace communication patterns among members of a group
Database marketing
tracks specific consumers' buying habits very closely and crafts products and messages tailored precisely to people's wants and needs based on this information
gender-bending products
traditionally sex-typed items adapted to the opposite gender
market maven is
transmit market info. of all types enjoy staying on top of what is happening
One of the most influential sociological perspectives on fashion
trickle-down-theory (Hollywood stars upper-class and everyone follows)
gamification
turns routine actions into experiences as it adds gaming elements to tasks that might otherwise be boring or routine
this theory explains the fine line between familiarity and boredom
two-factor theory (like Huyndaii where change jobs every break)
this proposes that a small group of influences disseminates information because they can modify the opinions of a larger number of people
two-step flow model of influence
what is the subject of a haul video
unboxing videos and shopping for clothing
laddering
uncovers consumers' associations between specific attributes and these general consequences
elaboration likelihood model (ELM)
under conditions of high involvement we take the central route of persuasion and low involvement we take peripheral route
archetypes
universally recognized ideas and behavior patterns that involve themes such as brith or death or the devil
Name the two different processes that explains when a shopper suddenly buys something in a store
unplanned buying - unfamiliar impulse buying - the sudden urge
2 different processes happens when shoppers suddenly buy from store
unplanned buying - unfamiliar impulse buying - familiar and sudden urge
guilt
unpleasant emotional state with possible objections to actions
retro brand
updated version of a brand from a prior historical period
psychographics
use of psychological, sociological, ad 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
frugality
use what they already own instead of buying short-term purchases
sensory marketing
using the sense - taste, smell, touch, hear, see
Name the four different attitude functions associated with the functional theory of attitudes and what is the difference
utilitarian value-expressive ego-defensive knowledge
principle of cognitive consistency
value harmony among our thoughts, feelings, and behaviors, and a need to maintain uniformity among these elements motivate us
ongoing search
veteran shoppers enjoy browsing for fun and because we like to stay up to date on what is happening in the marketplace (shopaholics)
The 3 possible courses of action a consumer has when not happy with a product or service
voice response (retailer) ask for a refund, private response (friends) boycott the store, third-party response (court) take it legally to the judge
Shows that almost any technique that increases the novelty of the stimulus also improves recall
von restorff effect
culture system (3) ecology, social structure, and ideology
way a system adapts to its habitat way people maintain a social life mental characteristics and way they relate to environment
retrieval stage
we access the desired information
state-dependent retrieval
we are better able to access information if our internal state is the same at the time of recall as when we learned the information
default bias
we are more likely to comply with a requirement than to make the effort not to comply
sunk-cost fallacy
we are reluctant to waste something we have paid for
loss aversion
we emphasize losses more than gains
contructive processing
we evaluate the effort we will need to make a particular choice and then tailor the amount of cognitive "effort" we expect to get the job done
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 of quality
storage stage
we integrate this knowledge with what is already in memory and "warehouse" it until it is needed
long tail
we no longer need to rely solely on big hits to find profits
theory of trying
we should replace the criterion of behavior in the reasoned action model with trying to reach a goal
self-regulation
we specify in advance how we want to respond in certain situations
Principle of Similarity
we tend to group figures according to how closely they resemble each other, whether in shape, color, or orientation
part of the brain called executive control center
we use for important decision making including moral judgments can be worn down or distracted even by simple tasks like memorizing numbers
observational learning
we watch the actions of others and note the reinforcements they receive for their behaviors
Consumption Communities
web groups where members share views and product recommendations online.
licensing
well known for
TAT
what is happening what led up to this situation what is being thought what will happen
stimulus discrimination
when a UCS does not follow a stimulus similar to a CS
brand equity
when a brand has strong positive associations in a consumer's memory and commands a lot of loyalty as a result
spontaneous recovery
when a stimulus is able to evoke a weakened response years after we first perceived it
classical conditioning
when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a similar response because we associate it with the first stimulus.
viral marketing
when an org. motivates visitors to forward online content to their friends spreading quickly
Exposure
when stimulus comes within a range of someone's sensory receptors
social default
when we are preoccupied with other demands, we are likely to mimic others' behaviors
halo effect
when we assume that persons who rank high on one dimension excel on others too
paradox of low involvement
when we do not care as much about a product or the way it is presented increases in importance
collective self
where a person derives his or her identity in large measure from a social group
associative network
where an incoming piece of information is stored that contains many bits of related information
advergaming
where online games merge with interactive advertisements that let companies target specific types of consumers
swishing
where people organize parties to exchange clothing or other personal possessions with others
consumption communities
where people share on web opinions/recommendations
acoustically semantically
how it sounds what it means
title tag
html tag that defines page's title. Title is displayed in browser's title bar, in search engine results, and RRS feeds
anthropomorphism with debbie
human characteristics to an inanimate object
Modernism/Positivism
human reason is supreme and there is a single, objective truth that science can discover
meme theory
idea or product that enters the consciousness of people over time
personality traits
identifiable characteristics that define a person
contemporary young mainstream female achievers (CYMFA)
identified different roles these women play in different contexts
a perspective on consumer behavior that views people as actors who play different roles
identity
modeling
imitating the behaviors of others
ID
immediate gratification and the "party animal" of the mind
when we don't care as much about a product, the way it is presented increases in importance
paradox of low involvement (in the peripheral route)
belief system
seek others with similar beliefs so the networks overlap
lexicographic rule
select the brand that is the best on the most important attribute
summarizes the beliefs a person holds about his/her own attributes and how he/she evaluates the self on these qualities
self concept
refers to the positivity of a person's self-concept
self esteem
this suggests we choose products when their attributes match some aspect of the self
self-image congruence models
this theory assumes we observe our own behavior to determine just what our attitudes are, much as we assume that we know another person's attitude is when we watch what he does
self-perception theory
counterfeit
sell fake version
tricks of the trade
sell sweets at eye level use end of aisle to generate big revenue sprinkle same product throughout store health ingredients group stuff for meal together
sacred vs profane consumption
set apart events from normal and treat with respect vs. ordinary everyday objects and events
brand personality
set of traits people attribute to a product as if it were a person
gender-bending products
sex-typed items adapted to the opposite gender
an individual's priority regarding how he or she depends time as influenced by personal and cultural factors
timestyle
name the four levels of the extended self that allow people to feel as though they are rooted in their larger social environments
individual family community group
FFO family financial officer
individual who keeps track of family's bills and how to spend surplus funds
4 levels of the extended self are
individual-level - jewelry car and clothes family-level - residence and furnishings community-level - neighborhood or town group-level - landmarks, statues, sports teams
self-monitors
individuals who are very conscious of their behavior in social situations
Autotelics
individuals who enjoy touching products to experience them
opinion leaders
individuals who exert direct or indirect social influence over others
WOM word of mouth
information about products, services, and experiences that is transmitted from consumer to consumer
encoding stage
information enters in a way the system will recognize
self-image congruence models
suggest that we choose products when their attributes match some aspect of the self
meerkating
live-stream videos
locavore
locally produced meats and veggies like farmers markets to sell
symbolic self-completion theory
suggests that people who have an incomplete self-definition tend to complete this identity when they acquire and display symbols they associate with that role
if we pay for something, we're more reluctant to waste it (movies)
sunk cost falacy
who was the guest speaker who owned the clark cinema movies
mack clark
we often rely on rules of thumb to
make routine decisions
a person who likes to transmit marketplace of all types
market maven
celebrity endorsements
marketers hope that the star's popularity will transfer to the product or when a nonprofit organization recruits a celebrity to discourage harmful behaviors
sex appeals
marketing communications for products that feature heavy doses of erotic suggestions that range from subtle hints to blatant displays of skin
family branding
marketing several different products under the same brand name
MMORPGs
massive multiplayer online role playing games
queuing theory
mathematical theory of waiting in lines
Nonsense syllables with beauty or success words
meaningless set of letters with words meaning transfers to the fake words
dissonance
means tension
levels of categorization
superordinate (dessert), basic (fattening vs. non), subordinate (different categories of products)
involves phone calls and texts to police departments that falsely report wrongdoing at a celebrity's home
swatting
this movement is where people organize parties to exchange clothing or other personal possessions with others
swishing
fastest countries vs slowest
switzerland, ireland, germany, japan, italy mexico, indonesia, brazil, el salvador, syria
enclothed cognition
symbolic meaning of clothing changes how people behave
product complementarity
symbolic meanings of different products relate to one another
term that describes the act of someone shooting a live video stream
meerkating
nodes
members of a social network connected to others via one or more shared relationships
evaluative reactions
memory is stored as positive or negative emotions
brand-specific
memory is stored in terms of claims the brand makes
product category
memory is stored in terms of how the product works or where it should be used
brand identification
memory is stored in terms of the brand name
ad-specific
memory is stored in terms of the medium or content of the ad itself
in some instances, we create this to help us estimate what we will consume over time so that we can regulate what we do in the present (like meal prepping)
mental budget
people tend to like things that are more familiar to them, even if they were not that keen on them initially. this is called ____
mere exposure phenomenon
What are the four interrelated functions that a myth serves in a culture
metaphysical cosmological sociological psychological
4 myth types
metaphysical - explain origins of existence cosmological - all parts of universe are single picture sociological - social order and code psychological - models for personal conduct
according to urban dictionary, undergrads at school are into 3 categories
metro - own lots of shoes and sunnies and moisturize hesher - acid wash jeans and in parents basement emo - greasy hair and dark colors and punk rock music
what are the 3 things included in ch. 6 the self?
mind gender body
information processing approach
mind is described as a computer
Search Engine Optimizer
mines internet data to provide consulting to firms who wish to move up the listing of hits for terms related to their product category
consumer confusion
mistaken copycats for the original
m-commerce
mobile commerce where marketers promote their goods and services via wireless devices
contemporary young mainstream female achievers (cymfa)
modern women who assume multiple roles
continuous vs. dynamically continuous vs. discontinuous
modification of existing product significant change to an existing product really big changes
perceived risk types
monetary, social, functional, physical, and psychological
superordinate category vs subordinate
more abstract vs. includes individual brands
self-monitors
more attuned to how they present themselves in their social environments, and their estimates of how others will perceive their product choices influence what they choose to buy
actual self
more realistic appraisal of the qualities we do and don't have
this shows that people are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning
morning morality effect
heavy users
most faithful customers
Describes engagement with a store, web site, or location where people consume a product or service (situational involvement)
personalize messages shoppers receive at time of purchase, based on what consumers pick up off the shelf, and butts-in-seats strategy, e-sports is rapidly growing phenomenon around the world
Remember the number
12-45-78-36
what percentage of people who buy kosher food do it for religious reasons
15%
motivational research
1950s, borrowed freudian's ideas to understand the deeper meanings of products and advertisements
when and how did the label teenager enter the general US vocabulary
1956 band
binary opposition
2 opposing ends of a dimension
dyadic encounters
2 person groups both parties must reach an agreement about the roles of each participant during a process of identity negotiation
80/20 rule
20% of users account for 80% of sales
when did Hofstede die
2020
What percentage of people celebrated Valentine's day?
53%
Research shows once an app was installed __________ in one day, the popularity took off.
55 times
according to the textbook, what is the senior market, and how big is the senior market
700 million and 2 million by mid century older than 60
Why is it important for businesses to learn about their heavy users?
80/20 rule: 20 percent of users account for 80 percent of sales. Faithful customers will comprise a very important market segment.
Facebook users outside of the US
90%
Maintenance
Actions associated with culture of origin.
Reference group
Actual or imaginary individual or group that significantly influences an individual's evaluations, aspirations, or behavior.
Evaluate alternatives
Actually choose a product from several alternatives.
Product line extension
Adding related products to established brands.
Adaptation
Adjustment to environmental conditions, or when consumers no longer notice a certain stimuli because they have been exposed to it
Assimilation (ch. 13)
Adopt habits, products, values of mainstream culture.
Latitudes of acceptance and rejection
Consider and evaluate ideas falling within the latitude favorably, but they are more likely to reject out of hand those that fall outside of this zone.
Ecology
The way a system adapts to its habitat.
Social structure
The way people maintain an orderly social life.
Contrast
The way we notice stimuli that differ from others around them. Color, size, position and novelty.
Gestalt
The whole is greater than the sum of it's parts.
This chapter states that "people often buy products not for what they do but what they mean." Explain the meaning of this statement and provide an example.
There's more to the product than the item or service itself. If you buy an Apple computer, it means you will get excellent repair and service.
plinking
act of embedding a product or service link in a video
perceived risk
belief that a product has potentially negative consequences
The Values and Lifestyles System (VALS2)
best known lifestyle segmentation system; uses a battery of 39 items to divide US adults into groups each with distinctive characteristics innovators thinkers achievers experiencers believers strivers makers strugglers
intersex children
born with both genitals or ambiguous sex characteristics
the set of traits people attribute to a product as if it were a person
brand personality pillsbury doughboy and michelin man
influence impressions
brand-specific mentions on social media posts
follower brand
brands that enter a market after another brand has already tested the waters
vegetarianism vs veganism
diet excluding meat but excludes the death of milk/cheese/butter cruelty to animals
naive advertising
digital messages designed to blend into the editorial content of the publications in which they appear
DVC
digital viral consumption
rationalization
discover flaws that with the option we did not choose
look-alike packaging
distinctive packaging designs create strong associations with a particular brand
look-alike packaging
distinctive packaging designs create strong associations with a particular brand; companies that make generic or private-label brands and want to communicate a quality image often exploit this linkage when they put their products in packages similar to those of popular brands
buyclass theory of purchasing
divides organizational buying decisions into three types that range from the least to the most complex level of info. must gather prior to decision the seriousness with must consider all possible alternatives degree to which familiar with purchase
employee performance
employee training, evaluation, and compensation systems
a perspective that states people that shifted inward and a focus on the self is an unconscious way to compensate for what we have lost
empty self
Stages of memory process
encoding storage retrieval
Name the three stages of the memory process
encoding - the way you can remember storage retrieval
learning the beliefs and behaviors endorsed by one's own culture; then learning the value system and behaviors of another culture
enculturation acculturation
conjunctive rule
entails processing by brand
mental budget
estimate what we will consume over time so we can regulate what we do in the present
schema
even more complex unit - the cognitive framework we develop through experience one type: script
brandfests
events that companies host to thank customers for their loyalty
badges
evidence of some achievement consumers display either in the physical world or on social platforms
counteractive construal
exaggerating the negative aspects of behaviors that will impede the attainment of a goal as a strategy to avoid them and reach the goal
5 classes of rituals
exchanging gifts/cards showing affection going out preparing and consuming food/drink special attention to grooming and clothing
consumer hyper choice
forces us to make repeated decisions that may drain psychological energy while decreasing our abilities to make smart choices
normcore
fore sake hipster styles for bland urban attire
creolization
foreign influences integrate with local meanings
sleeper effect
forget the negative sources and change their attitude
store and brand loyalty
foursquare gives people virtual badges when they check in at a local cafe or restaurant. Some of them check in as often as they can to compete for the honor of being named "mayor" of the location
wisdom of crowds
from a book by that name and under the right circumstances groups are smarter than the smartest people themselves
attitude accessibility persepective
function of the person's immediate perceptions of attitude
theory developed to explain how attitudes facilitate social behavior
functional theory of attitudes
basic dimensions of social games
game platform - hardware systems on which the game is played mode - way players experience the game world milieu - visual nature of the game like science fiction genre - method of play
according to this philosophy, it's essential to send marketers and designers to the precise place where consumers use the product or service rather than to ask laboratory subjects to use it in a simulated environment
gemba
refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share common consumption patterns
geodemographic
gift giving stages (3)
gestation (gives item to mark an event), presentation (process of gift exchange), and reformulation (bond bt them)
Name the three stages of the gift-giving ritual
gestation, presentation, and reformulation
Fashion
Process of social diffusion by which some group(s) of consumers adopts a new style.
Family Branding
Relying on the reputation of the whole company to sell different product lines.
Recognition
Remembering seeing something before when prompted with the information
Sandwich generation
Taking care of kids and parents.
Illusion of truth effect
Telling people a claim is false over and over again can make them remember it... but as true.
Stimulus Generalization
Tendency of stimuli similar to a conditioned stimuli to evoke similar, conditioned responses.
Product placement
The insertion of real products in fictional movies, TV shows, books, and plays.
self-fulfilling prophecy
act the way we assume others to act and confirm those perceptions
six degrees of kevin bacon
challenges players to link the actor Kevin Bacon with other actors in much the same way
conformity
chance in belief or actions as a reaction to real or imagined group pressure
Balance theory
Considers how people perceive relations among different attitude objects, and how they alter their attitudes so that these remain consistent (or "balanced").
Lifestyle profile
Looks for items that differentiate between users and nonusers of a product.
Neuroticism
How well a person copes with stress.
Cognitive Learning Theory*
-assumes most human behavior to be very complex and controlled primarily by persons internal mental processes rather than external stimuli and reinforcements
addictive consumption
-consumer addiction -social media addiction -cyberbullying -phantom vibration syndrome -compulsive consumption
Extroversion
How well a person tolerates stimulation from people.
"The whole is greater than the sum of its parts." Explain this statement.
...
Consumers practice a form of "psychic economy." What does this mean?
...
forgetting occurs as a result of interference. name and define the two types of interference.
1) retroactive - forget if learn new learning (to same stimuli and can learn new) 2) proactive - prior learning interfere with new learning (prior with new)
(Market access) Disabilities
11 million have trouble leaving the house, touch screens ability to find and purchase goods and services is limited because of physical, mental, economic, or social barriers
Big Five Personality Traits
1. Openness to experience 2. Conscientiousness 3. Extroversion 4. Agreeableness 5. Neuroticism
Three phases of a rite of passage
1. Separation 2. Liminality 3. Aggregation
what percentage of the class were experiencers
100%
Food Deserts
A Census tract where 33% of the population or 500 people, whichever is less, live more than a mile from a grocery store in an urban area or more than 10 miles away in a rural area
Need
A basic biological motive
Value
A belief that some condition is preferable to its opposite. For example, it's safe to assume that most people prefer freedom to slavery
Nostalgia
A bittersweet longing for the past
virtual reality
A computer-simulated environment that can be a simulation of the real world or an imaginary world
Schema
A concept or framework that organizes and interprets information.
Islamic marketing
A consumer market of a size to take seriously.
Global Consumer Culture
A culture in which people around the world are united through their common devotion to brand name consumer goods, movie stars, celebrities, and leisure activities.
Nudge
A deliberate change by an organization that intends to modify behavior.
Metaphor
About abstract trait or concept told in a different context.
What is the difference between an absolute threshold and the differential threshold?
Absolute threshold refers to the minimum amount of stimulation a person can detect on a given sensory channel. Ex. Small text on billboard will be illegible to passing motorists Differential threshold refers to the ability of a sensory system to detect the differences between two stimuli, the just noticeable difference (j.n.d.) ex. merchandise discount, manufacturer reducing package size.
Assimilation effect
Accepting when consistent with position, latitude of acceptance.
Retrieval
Accessing desired information from our memories
Subjective norm
Accounts for the effects of what we believe other people think we should do.
Cosmological
All components are part of a single picture.
Fashion system
All the people and organizations that create symbolic meanings and transfer those meanings to cultural goods. Music, art, science, etc.
Planning orientation dimension
Alludes to different time management styles varying on a continuum from analytic to spontaneous.
Sex appeals
Although erotic content does appear to draw attention to an ad, its use may actually be counterproductive.
Persuasion
An active attempt to change attitudes.
Social shopping
An emerging form of e-commerce that allows an online shopper to simulate the experience of shopping with others in a brick-and-mortar store.
Priming
An enhanced ability to think of a stimulus, such as a word or object, as a result of a recent exposure to the stimulus
Negative reinforcement
An event not happening because of an action.
Geodemography
Analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share common consumption patterns.
Prospect Theory
Analyze how the value of a decision depends on gains or losses.
Household
Any occupied housing unit.
von restorff effect
Any technique that increases the novelty of a stimulus also improves recall
Von Restorff effect
Anything that increases the novelty or originality of a stimulus improves recall.
Attitude object
Anything toward which one has an attitude.
Emotional vs. Rational Appeals
Appeal to the heart or appeal to the head? Depends on the product and the relationship we have with it.
sentiment analysis (opinion mining)
Applies technology to identify, extract, and quantify subject information in textual data
Social Identities Theory
Argues that each of us has several "selves" that relate to groups.
Psychological models of fashion
Conformity, variety, express personal creativity, and sexual attraction.
Status
As every salesperson knows, some people savor the experience of being waited on, even though they may not necessarily buy anything.
Group unanimity, size, and expertise
As groups gain in power, compliance increases. It is often harder to resist the demands of a large number of people than only a few, especially when a "mob mentality" rules.
Country of origin
Associate certain items with certain countries.
Convariation
Associations among events that may or may not actually influence one another.
Laddering
Associations of attributes and consequences.
Means-end chain model
Assume people link specific product attributes to terminal values.
Halo effect
Assume those who rank high on one dimension excel on others.
Social judgment theory
Assumes that people assimilate new information about attitude objects in light of what they already know or feel.
Progressive learning model
Assumes that people gradually learn a new culture as they increasingly come in contact with it.
Self-perception theory
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 what he does.
Elaboration Likelihood Model (ELM)
Assumes that, under conditions of high involvement, we take the central route to persuasion. Under conditions of low involvement, we take a peripheral route instead.
The extent to which processing activity is devoted to a particular stimulus
Attention
Knowledge function
Attitudes formed as we need order, structure, or meaning.
Theory of Reasoned Action
Attitudes possess both direction and strength.
Ego-defensive function
Attitudes that project ourselves from external threats or internal feelings
Utilitarian function
Attitudes that relate to basic principles of reward or punishment.
Value-expressive function
Attitudes that relate to the consumer's self-concept and central values.
Sociological
Authorize social code for members of culture.
Asynchronous Interactions
Interactions that don't require all participants to respond immediately
Pleasure principle
Basic desire to maximize pleasure and avoid pain guides our behavior.
Variable - ratio reinforcement
Reinforced after a certain number of responses but the number is unknown to the consumer.
Advertising wear-out
Becoming so used to hearing or seeing a marketing stimulus that you no longer pay attention to it.
those that focus ons simple stimulus-response connections
Behavioral theories
Teams that wear this color uniforms tend to play more aggressively
Black
__________ is among the fastest-growing religious affiliations.
Born-again Christians
Motivational research
Borrowed Freudian ideas to understand the deeper meanings of products and advertisements.
Syncretic decision
Both partners involved.
Names in the classroom
Brooklyn, Justin, Jackson
Marketscape themes
Build on associations with man-made places. An example is The Venetian hotel in Las Vegas, which lavishly recreates parts of the real Italian city.
Cyberspace themes
Build on images of information and communications technology. eBay's retail interface instills a sense of community among its vendors and traders.
B2C and C2C e-commerce
Business selling to consumer vs. consumer to consumer activities
Consumption situation elements
Buyer Seller Product
Atmospherics
Conscious designing of space and its various dimensions to evoke certain effects in buyers. Includes the use of colors, scents, and sounds.
Mood
Can affect what we feel like buying
Assimilation
Change ambiguous forms to more conventional ones as we try to make them consistent with existing schemas.
Conformity
Change in beliefs or actions as a reaction to real or imagined group pressure
Demographics
Characteristics such as age, sex, income, location, education, and religion
Give two examples of important legislation that relates to American consumers.
Child Protection Act: Prohibits the sale of dangerous toys and other items. 1966 Federal Cigarette Labeling and Advertising Act: requires cigarette packages to carry a warning label from the Surgeon General 1967
what are boomerang kids
Children are more likely to live at home after graduating from college rather than taking their own places
Family decision making types
Consensual purchase decision Accommodative purchase decision
Families make two types of decisions
Consensual purchase decision - agree on purchase and example is w a dog they draw a chart as to who will take care of it Accommodative purchase decision - different priorities that satisfy the needs
Habitual decision making
Choices made with little or no conscious effort. Routine purchases.
The 3 principles of the Gestalt perspective related to the way our brains organize stimuli
Closure - people tend to perceive an incomplete picture as complete, Similarity - tend to group together objects that share similar physical characteristics, Figure-Ground - one part of the stimulus will dominate and other parts recede into the background
The three buckets of consumer decision making
Cognitive Habitual Affective
Theory-based on the premise that people have a need for order and consistency in their lives and that a state of tension exists when beliefs or behaviors conflict with one another
Cognitive dissonance
consumers as solvers of complex problems and learn abstract rules and concepts when they observe what others say and do
Cognitive theories
Resonance
Combines play on words with a relevant picture. A pun.
Chunking
Combining small pieces into larger ones. A chunk is a configuration specific to an individual that can be thought of as a unit.
Hybrid ads
Commercials that tie into the show that they are aired during.
Long tail
Companies no longer need to rely solely on big hits but can also make profits by selling small amounts of items that only a few people want-- if they sell enough different items.
Feature creep
Companies overwhelm us with more and more features.
Co-branding strategies
Companies team up to promote 2 or more products.
Classical Conditioning
Conditioning process in which an originally neutral stimulus, by repeated pairing with a stimulus that normally elicits a response, comes to elicit a similar or even identical response; aka Pavlovian conditioning
Superego
Counterweight to the id. This system is essentially a person's conscience.
Many chips are made in where?
Country of Taiwan
Priming
Cues that make us more likely to react in a certain way even though we're unaware of these influences.
Popular Culture
Culture found in a large, heterogeneous society that shares certain habits despite differences in other personal characteristics.
Crescive norms
Custom- Control basic behaviors. More (Mor-ay)- Custom with strong moral overtone. Convention- How we conduct our everyday lives.
Fixed-ratio reinforcement
Reinforcement occurs only after a fixed number of responses. collecting coke rewards points
Episodic memories
Related to events that are personally relevant. High motivation to retain them.
Cultural pressures
Different cultures encourage conformity to a greater or lesser degree.
Native advertising
Digital messages designed to blend into the editorial content of the publications in which they appear.
Polychronic orientation dimension
Distinguishes between people who prefer to do one thing at a time from those who have multitasking timestyles.
Buyclass Theory of Purchasing
Divides organizational buying decisions into three types that range from the least to the most complex.
Spokescharacters
Do boost recall of ad claims; cost effective.
DINKS
Double income, no kids.
Mindscape themes
Draw on abstract ideas and concepts, introspection and fantasy, and often possess spiritual overtones. The Kiva day spa in downtown Chicago offers health treatments based on a theme of American Indian healing ceremonies and religious practices.
This theory focuses on biological needs that produce unpleasant states of arousal
Drive theory
Culture system functional areas
Ecology Social structure Ideology
An emotion driven by a concern for what others think about us
Embarrassment
Fear appeals
Emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude.
Brand storytelling
Emphasizes the importance of giving a product a rich background to involve customers in its history or experience.
The ABC model
Emphasizes the interrelationships among knowing, feeling, and doing.
Memory: External Inputs
Encoding, Storage, Retrieval
An experiential need involving emotional responses or fantasies as when a person feels "righteous" by eating kale
Hedonic
Death and funerals
Help the living organize their relationship with the dead.
Describe the difference between a high-involvement medium and a low-involvement medium
High - Print. "dead tree" or an e-book, actively processes information and able to pause before turn the page Low- TV. requires a passive viewer who exerts relatively little control (remote-control zipping not with standing over content)
The Hierarchies of effects components
High-involvement: Think, Feel, Do Low-involvement: Think, Do, Feel Experimental: Feel, Do, Think
Short-Term Memory
Hold info for a short period of time, only 7 at a time, and it is called the working memory because it hold information we are currently processing chuncking)
Framing
How a question is posed.
serial reproduction
How content mutates/changes
consumer confusion
How likely is it that one company's logo, product design, or package is so similar to another that the typical shopper would mistake one for the other?
Casual and unintentional acquisition of knowledge/Learning when we don't try and recognition of brand names and hum many jingles for products we don't personally use
Incidental learning
Underdog brand biography
Includes details about a brand's humble origins and how it defied the odds to succeed.
Closure Principle
Individuals have a need to organize perceptions so that they form a meaningful whole
Norms
Informal rules of society that rule behavior.
Encoding
Information enters the mind in a way we recognize.
Storage
Integrating knowledge with what is already in our memory warehouse.
Describe two factors that can lead to stimulus adaption.
Intensity: soft sounds / dim colors Duration: require lengthy exposure to create awareness. Following political campaigns, documentaries Discrimination: Simple stimuli habituate because they do not require attention to detail. off brand spaghetti Exposure: Frequently encountered stimuli habituate as the rate of exposure increases. Rons + WKTJ = overexposure of lame content Relevance: Someone who's not on the market for a vacuum will ignore vacuum advertisment
Endowment Effect
It seems that encouraging this encourages consumers to imagine they own it
Ritual artifacts
Items needed to perform rituals.
companies no longer need to rely solely on big hits but can also make profits by selling small amounts of items that only a few people want -- if they sell enough different items (Amazon)
Long-tail
gemba
Japanese term for the one true source of information
Who was the President at the time of the Foreign Corrupt Practices Act of 1977?
Jimmy Carter
Myers-Briggs Type Indicator (MBTI)
Jung's work that is a personality test 16 4 letter types
Boomerang kids
Kids who return home after graduating college.
Information power
Know something others would like to know.
Marketing
Know this definition
Perception
Know this definition
Four basic kinds of theming techniques
Landscape themes Marketscape themes Cyberspace themes Mindscape themes
Enculturation
Leaning the beliefs and behaviors endorse by another culture.
A relatively permanent change in behavior caused by experience
Learning
Shaping
Learning a desired behavior over a period of time due to rewards for our immediate behavior.
Interference
Learning additional information that displaces earlier information
Behavioral Learning Theories
Learning takes place as the result of responses to external events. Classical conditioning & Instrumental/operant conditioning
Acculturation
Learning the beliefs and behaviors endorsed by another culture.
Activity Stores
Let consumers participate in the construction of the product. Ex., build-a-bear.
Buyclass Theory of Purchasing types (least to most complex)
Level of information gathered Seriousness in considering all possible alternatives Purchase familiarity
Store image
Location, merchandise, suitability, and the knowledge and congeniality of the sales staff.
Collective decision making
More than one person chooses products/services that multiple consumers use.
AIOs
Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables: activities, interests, and opinions.
Refers to the processes that lead people to behave as they do utilitarian (desire to achieve functional/practical need) vs. hedonic (experiential need with fantasies involving with kale)
Motivation
Freudian Theory (Sigmund Freud)
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.
Define hedonic consumption and provide an example
Multisensory, fantasy, and emotional aspects of consumers' interactions with products. Ex. Hearing a can of soda pop open, followed by sound of carbonation fizzing. Coke wonderland commercial.
A story with symbolic elements that represents a culture's ideals. The story often focuses on conflict between two opposing forces, and its outcome serves as a moral guide for listeners
Myth (Hollywood is full of these - e.T., Star wars, and gone with the wind)
Unipolar emotions
Neither wholly positive or wholly negative
Tylenol guy
Never caught, arrested for 15 years and served time
Adaption
New consumption patterns
Resistance
Not take on the new identity.
Fertility rate
Number of births per year per 1,000 women of childbearing age.
name the five dimensions that form the basis of personality, according to the Neo-Personality Inventory
OCEAN openness to experience conscientiousness extroversion agreeableness neuroticism
Reciprocity norm
Obligates people to return the gesture of a gift with one of equal value.
Reality engineering
Occurs when marketers appropriate elements of popular culture and use them as promotional vehicles.
Purchase momentum
Occurs when our initial impulse purchases actually increase the likelihood that we will buy even more (instead of less as we satisfy our needs); it's like we get "revved up" and plunge into a spending spree (we've all been there!).
Product complementarity
Occurs when the symbolic meanings of different products relate to one another.
Leveling
Omitting facts to simplify the structure
Autonomic decision
One family member chooses a product.
prediction market
One of the hottest trends in organizational decision-making techniques
Environmental cues
One study reported that people are more likely to conform when they make decisions in a warm room.
Doppelgänger brand image
One that looks like the original but is in fact a critique of it.
Kosher food
Only 15 percent of persons who buy kosher do it for religious reasons. (Jewish)
Co-consumers
Other patrons in a setting
co-consumers
Others who are present in a consumer's physical and social environment when purchases are made are called ________.
Consumer Behavior
Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use
Gift-giving rituals
Procure the object, remove price tag, wrap (symbolically change item from a commodity to a unique good), and deliver it to recipient.
The consumer's level of interest in a particular product
Product involvement
Fortress brands
Products embedded in our ceremonies.
Word-of-mouth (WOM)
Products information that individuals transmit to other individuals.
Landscape themes
Rely on associations with images of nature, Earth, animals, and the physical body. Bass Pro Shops, for example, creates a simulated outdoor environment, including pools stocked with fish.
Steps in the CDM process
Problem recognition Information search Evaluation of alternatives Product choice Post-purchase evaluation
Acculturation
Process of movement and adaption to one country's cultural environment by a person from another country.
Name the three ways instrumental conditioning occurs
Positive reinforcement - a form of a reward that strengthens the response Negative reinforcement - strengthens the response so that we learn the appropriate behavior Punishment - unpleasant events follow a response
What are the major differences between positivist and interpretivist paradigms in consumer research.
Positivist may argue with quantifiable evidence whereas an interpretivist may argue with qualitative evidence.
Hofstede's Dimensions of National Culture (Started with 4, but now 6)
Power Distance, Individualism, Masculinity, Uncertainty Avoidance, Long-Term Orientation, and Indulgence vs. Restraint
Hofstede Dimensions of National Culture
Power distance Individualism Masculinity Uncertainty avoidance Long-term orientation Indulgence versus restraint
Timestyle
Priorities on how time is used
steps in the cognitive decision making process
Problem recognition Information search Evaluation of alternatives Product choice then the outcomes
What is the primary difference between Transformative Consumer Research and other kinds of consumer research?
Promotes research projects that include the goal of helping people or bringing about social change. Anti tobacco commercials try to reduce smoking consumption. Marlboro markets to promote this action by making it seem like its cool / sexy.
Guerilla marketing
Promotional strategies that use unconventional means and venues to encourage word of mouth about products.
Interpretivism/Postmodernism
Proponents of this perspective argue that our society emphasizes science and technology too much. They feel that this ordered, rational view of behavior denies or ignores the complex social and cultural world in which we really live.
Cognitive-affective model
Proposes that an emotional reaction is just the last step in a series of cognitive processes that follows sensory recognition of a stimulus and retrieval of information from memory that helps to categorize it.
Recall
Pulling up a memory without being propted with the information first
Psychological principles
Reciprocity Scarcity Authority Consistency Liking Consensus
Six classifications of power bases
Referent power Information power Legitimate power Expert power Reward power Coercive power
Social dimension
Refers to individuals' categorization of time as either "time for me" or "time with/for others"
Materialism
Refers to the importance people attach to worldly possessions
What do we mean by the concept of hyperreality? Give an example this is not discussed in the chapter. How does this differ from augmented reality?
Refers to the process of making real what was initially simulation or "hype." Simulation: Duff beer soda drink from the Simpsons. Lord of the Rings collectors items, rings and swords from the movie. Hype: Culture that self enforces norm, takes on a mind of its own. Cowboys are expected to smoke cigarettes to fit the norm.
The basic perspective of consumer culture theory
Research regarding social and cultural points of view rather than economic exchange
Does subliminal perception work? Why or why not?
Research suggests success in subliminal messaging work mostly in very specific conditions. Subliminal messaging has been shown to be unsuccessful on several fronts. - differences in individual threshold levels. - distance away from screen will determine whether the viewer visual threshold can signify meaning from the message. - Viewer needs to pay complete attention to pick up on the subtleties of the subliminal message. - Viewer who see's a Budweiser derives the urge to drink. Not necessarily to drink bud in specific, but simply a beer in general.
Conditioned Response
Response to the conditioned stimulus instead of the unconditioned stimulus. salivation
Normative influence
Result in contradiction between what we say we will do and what we will do.
Experience
Result of acquiring and processing stimulation over time.
A term that describes the act of shopping restoring a sense of personal control over one's environment and as a result can alleviate feelings of sadness
Retail Therapy
Frequency Marketing
Rewards regular purchasers with prizes that get better as they spend more.
Halloween
Rituals mostly involve non-family members.
Grooming rituals
Rituals to transform from our private self to our public self.
Rites of passage
Rituals we perform to mark a change in social status.
Business Ethics
Rules of conduct that guide actions in the marketplace, what is right and wrong, good or bad
Trend in advertising using inspirational stores that manipulate our emotions like a rollercoaster
Sadvertising
Salience
Salience of a brand refers to its prominence of activation in memory.
Christmas
Santa Claus socializes children. Good behavior gets rewarded.
Define a "schema" and provide an example of how this concept is relevant to marketing.
Schema refers the the set of beliefs we associate with a stimulus. Warm pasteurized milk boxes conflict with American schema which prefer refrigerated milk. Snack bar revising menus creating more elegant labels / titles for their foods. chocolate pudding vs satin chocolate putting.
Self-designation
Some inflate the own importance. Others might not admit it, others might not realize it.
The thrill of the hunt
Some people pride themselves on their knowledge of the marketplace. They may love to haggle and bargain, and even view this process as a sport.
Need vs Want
Something a person must have to live or achieve a goal vs. a specific manifestation of a need that personal and cultural factors determine
What do we mean by the term global consumer culture?
Sophisticated marketing strategies that unite people around the world by their common devotion to brand name consumer goods, movie stars, celebrities and leisure activities. Coke advertises worldwide, recognizable in most urban areas.
Traditional communications model
Source->message->medium->consumer->feedback.
Attitude models
Specify the different elements that might work together to influence people's evaluations of attitude objects.
Trickle-down theory
States that two conflicting forces drive fashion change.
Unconditioned Stimulus
Stimulus that naturally causes the desired response.
Sharing of common interests
Stores frequently offer specialized goods that allow people with shared interests to communicate.
Short term Memory
Stores memory for a limited period of time, has a limited capacity and is easily available for retrieval.
Emic perspective
Stresses variations across cultures.
Psychographics
Studies of consumers based on social and psychological characteristics such as attitudes, interests, and opinions
Response bias
Subjects are often eager to give the experimented what they want to hear instead of the truth
Knowledge structure levels
Superordinate level Basic level Subordinate level
Economic models of fashion
Supply and demand
sustainability
The ability to keep in existence or maintain. A sustainable ecosystem is one that can be maintained
Plinking
The act of embedding a product or service link in a video.
Social power
The capacity to alter the actions of others.
Database Marketing
The creation of a large computerized file of customers' and potential customers' profiles and purchase patterns and then crafting messages or products close to the consumer's needs
Culture Jamming
The defacement or alteration of advertising materials as a form of political expression
Homophily
The degree to which a pair of individuals is similar in terms of education, social status, and beliefs.
Openness to experience
The degree to which a person is open to new ways of doing things.
Individualism
The degree to which individuals are integrated into groups.
Agreeableness
The degree to which we defer to other people.
Masculinity
The distribution of roles between the genders.
Indulgence versus restraint
The extent to which a society allows relatively free gratification of basic and natural human drives related to enjoying life and having fun. A culture high on restraint suppresses gratification of needs and regulates it by means of strict social norms.
Belif system
The extent to which people share a belief system is a function of individual, social, and cultural forces.
Power distance
The extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally.
Two-factor Theory
The fine line between familiarity and boredom; it proposes that two separate psychological processes operate when we repeatedly show an ad to a viewer. The positive side of repetition is that it increases familiarity and thus reduces uncertainty about the product. The negative side is that over time boredom increases with each exposure.
Reformation
The giver and receiver redefine the bond between them (either looser or tighter) to reflect their new relationship after the exchange.
Gestation
The giver procures an item to mark some event.
Trade Dress
The image and overall appearance of a product—for example, the distinctive decor, menu, layout, and style of service of a particular restaurant. Basically, trade dress is subject to the same protection as trademarks.
Value system
The importance placed or ranking universal truths.
Fear of deviance
The individual may have reason to believe that the group will apply sanctions to punish nonconforming behaviors.
Tripping point
The moment of critical mass.
Commitment
The more people are dedicated to a group and value their membership in it, the greater their motivation to conform to the group's wishes.
Identity Theft
The most common consumer complaint, according to the Federal Trade Commission (phishing- people receive fraud emails to supply account info./botnets-computers that are penetrated by malware allowing an external agent to control their actions) also when someone steals your personal info. and uses it without your permission
Hedonic Consumption
The multi-sensory, fantasy, and emotional aspects of consumers' interactions with products
P2P commerce (peer-to-peer)
The notion of doing business with other consumers rather than with companies.
What are demographics? Three Examples:
The observable measurements of a population's charactoristics, such as age distribution, birthrate, and income
Recycling
The perceived effort required is best predictor of whether people would go to the trouble.
Open rates
The percentage of people who open an email message from a marketer. (Peak time is mid-day on weekdays)
Business Ethics
The use of ethics in making business decisions
Brand personality
The set of traits people attribute to a product as if it were a person.
Social experiences
The shopping center or department store replaces the traditional town square or county fair as a community gathering place.
Conditioned stimulus
The stimuli that accompanies the unconditioned stimuli to eventually produce the conditioned response. bell
Weber's Law
The stronger the initial stimulus, the greater a change must be for us to notice it
Decay
The structural changes that the learning produces go away. -forgetting
Psychophysics
The study of relationships between the physical characteristics of stimuli, such as their intensity, and our psychological experience of them.
Consumer Behavior
The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. (Consumer Behavior is a process)
Long-term memory
The system that allows us to retain information for a long period of time.
Ego
The system that mediates between the id and the superego. It's basically a referee in the fight between temptation and virtue.
Spacing effect
The tendency for us to recall printed material more effectively when the advertiser repeats the target item periodically rather than presenting it repeatedly in a short time period.
Perceptual Defense
The tendency of perceivers to protect themselves by disregarding ideas, objects, or people that are threatening to them.
Anthropomorphism
The tendency to attribute human characteristics to objects or animals.
List the three semiotic components of a marketing message, give an example of each.
The three components are: Object (product), Sign (Image), Interpretation (meaning). Marlboro Cigarettes (object) Marlboro Man Cowboy (sign) rugged American (interpretation) Jameson Whiskey (O) John Jameson (S) Crazy Irish drunk (I)
Identify and describe the three stages of perception.
The three stages of perception include: Exposure, Attention, and Interpretation. Exposure: speaks to the raw stimuli being exposed to the sensory receptors, seeing a billboard, familiar smell of girlfriend's perfume. Attention: Refers to our mental acknowledgement of the sensory stimuli entering our surroundings. Interpretation: Refers to the meanings we assign to the stimuli we take in.
Social Marketing
The use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society.
Surrogate consumer
Third party we retain to provide input into our purchase decisions. We compensate for their advice.
African Americans
This ethnic subculture makes up more than 13 percent of the U.S. populations.
VCRs
This product was credited, along with the handheld remote-control device, as being instrumental in changing how consumers receive programs (messages) on televisions.
Morning morality effect
This shows that people are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning.
Nielsen's PRIZM system
This system classifies every U.S. Zip Code into 1 of 66 categories, ranging from the most affluent "Blue-Blood Estates" to the least well-off "Public Assistance."
Susceptibility to interpersonal influence
This trait refers to an individual's need to have others think highly of him or her.
Positivism
Thought that emphasizes that human reason is supreme and that there is a single, objective truth that science can discover.
Random Act of Kindness Day
Thursday, February 17
Variable -interval reinforcement
Times that passes before being reinforced varies based on an average that is unexpected to the consumer.
Goal of lifestyle marketing
To allow consumers to pursue their chosen ways to enjoy their lives and express their social identities.
Hyperchoice
Too many choices. Repeated decisions may drain our psychological energy.
Sociometric methods
Trace communication patterns among members of a group
Instrumental/operant Conditioning
Training to perform behaviors that produce positive outcomes and avoid actions that produce negative consequences.
What do we mean by exchange?
Transaction in which one or more organizations or people give and receive something of value, integral part of marketing.
Exchange
Transaction in which two or more organizations or people give and receive something of value.
Warming
Transforming objects and places into those that feel cozy, hospitable, and authentic.
Binary opposition
Two opposing ends of some dimension (good and evil).
Forked-tail effect
Unattractive person isn't good at other things.
Wisdom of crowds
Under the right circumstances, groups are smarter than the smartest people in them.
Incidental learning
Unintentional acquisition of knowledge
Archetypes
Universally recognized ideas and behavior patterns. Archetypes involve themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams.
Punishment
Unpleasant events following a behavior
Retro Brand
Updated version of a brand from a prior historical period.
Psychographics
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.
Shared endorsements
Users who follow/rate a product may find their endorsement showing up on an advertiser's page.
Desire to achieve some functional/practical benefit (someone loads up on greens fir nutritional reasons)
Utilitarian
Attitude functions
Utilitarian Value-expressive Ego-defensive Knowledge
this product was credited, along with the handheld remote-control device, as being instrumental in changing how consumers receive programs (messages) on television. what is the product?
VCR's
Long-term orientation
Values associated with long-term orientation are thrift and perseverance; values associated with short-term orientation are respect for tradition, fulfilling social obligations, and protecting one's "face."
What is the 2022 Pantone Color of the Year?
Very Peri
A specific pathway to achieving a need that depends a lot on our unique personalities, cultural upbringing, and our observations about how others we know satisfy the same need
Want
Extended family
Was most common family unit; 3 generations
Observational Learning
Watching and noting the consequences of other peoples behavior.
State-dependent retrieval
We are better able to access information if our internal state is the same at the time of recall as when we learned the information.
Aspirational reference group
We don't know them; we admire them. Successful people in a field of interest.
Constructive processing
We evaluate the effort we'll need to make a particular choice and then tailor the amount of cognitive "effort" we expend to get the job done.
instrumental values
actions we need to take to achieve those terminal values helpful honest loving logical polite responsible cheerful
greater emphasis on acquiring things actually links to lower levels of happiness
according to research
subjective norm
account for the effects of what we believe other people think we should do
covaritation
base events that may or may not actually influence one another
multiattribute attitude model
based on the notion that customers see a retailer, a product, or a channel as a collection of attributes or characteristics
ritual artifacts
bday candles, diplomas
product authenticity is what
becoming a determinant attribute for many consumers
3 common elements with negative or destructive consumer behaviors
behavior is not done by choice, gratification is short-lived, strong feelings of guilt or regret after
synoptic ideal
calls for the husband and wife to act as joint decision makers
home shopping party
capitalizes on group pressures to boost sales
linkbaiting
careful crafting of a title that markets the content
incidental learning
casual, unintentional acquisition of knowledge that can occur when we observe events that affect others
mental accounting
categorizing spending and saving decisions into "accounts" mentally designated for specific consumption transactions, goals, or situations
strategic
children 12 and older spontaneously employ storage and retrieval strategies
cued
children between the ages of 6 and 12 employ these strategies but only when prompted to do so
intersex children
children born with both genitals or ambiguous sex characteristics
limited
children who are younger than age 6 do not employ storage and retrieval strategies
product disposal
choices people make regarding how to get rid of items once they no longer are of value to them
This occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own
classical conditioning (famous example was the lost dog with bells)
online shoppers value aspects of website
click on items enter all data mix and match
post purchase evaluation
closes the loop; it occurs when we experience the product or service we selected and decide whether it meets (or maybe even exceeds) our expectations
meta tag
code embedded in a web page, visible to site visitors but only by viewing the source code for the page
3 categories of consumer decision making are what
cognitive habitual affective
the 3 "buckets" of consumer decision making
cognitive (rational) habitual (behavioral) affective (emotional)
eliminate unpleasant tension through choosing 2 alternatives
cognitive dissonance reduction
sharing economy
collaborative consumption - people rent what they need rather than buy it
chunking
combine smaller pieces into larger pieces
novel stimuli
commercials
market beliefs
common assumptions about relationships between product quality and other factors such as price
etic
commonalities across cultures
greenwashing
companies make false or exaggerated claims about how environmentally friendly their products are
licensing
companies often "rent" well-known names, hoping that the learned associations they have forged will "rub off" onto other kinds of products
Sensory Marketing
companies pay extra attention to the impact of sensations on our product experiences
simile
compares 2 objects w like and as
e-sports
competitive video gaming
3 increasing levels of commitment
compliance (lowest level) gain rewards and avoid punishment, identification (form attitude to conform to another person/group expectation), internalization (highest level) difficult to change because important to us
drive theory
concept that focuses on biological needs that product unpleasant states of arousal
Sensory Overload
condition resulting from excessive sensory input to which the brain is unable to meaningfully respond
Minnesota Multiphasic Personality Inventory (MMPI)
confirm that our personalities tend to stabilize by the age of 30
the ones he or she seriously considers
consideration set
balance theory
considers how people perceive relations among different attitude objects, and how they alter their attitudes so that these remain consistent or balanced
dramaturgical perspective
consumer behavior views people as actors who play different roles
consumers having too many choices
consumer hyperchoice
conditioned superstition
consumers who feel they don't have control over outcomes so paired with a reward with outcome
psychological time
consumers' perception of time
mental budgets
consumers' preset expectations of how much they intend to spend on a shopping trip
inertia
consumption at low end of involvement where we make decisions out of habit where we lack motivation
RFID Tag
contains a computer chip and a tiny antenna that lets the chip communicate with a network
productivity orientation
continual striving to use time constructively (check off bucket list)
custom
controls basic behavior
superego
counterweight to the id - person's conscience
beacons
devices communicate with apps through bluetooth about coupon
fantasy
daydream is a self-induced shift in consciousness to escape problems in the real world
the miracle of the moose (small town - big heart)
debbie gaydos - shopaholics in enterprise
noncompensatory rule
decision shortcuts a consumer makes when a product with a low standing on one attribute cannot make up for this position by being better on another attribute
empty self
decline of shared points of reference over the 50 years as we witness a decline in family, community, and traditions
delay gratification
declining a pleasant activity now in order to get greater pleasure later
anti-consumption
defacing purposely, mutilating products/services, graffiti, computer viruses
consumption constellation
define, communicate, and perform social roles
family identity
defines the household both to members and to outsiders
vanity sizing
deliberately assigning smaller sizes to garments
activation models of memory
depending on the nature of the processing task different levels of processing occur that activate some aspects of memory rather than others
habitual decision making
describes a purchase decision process in which consumers engage in little conscious effort
crowdsourcing
describes the growing practice of soliciting ideas for new products and even advertising campaigns from a user community
goal
desired end state
terminal values
desired end states that apply to many different cultures exciting life equality freedom happiness pleasure wisdom friendship
underdog brand biography
details about a brand's humble origins and how it defied the odds to succeed
the features we actually use to differentiate among our choices
determinate attributes
timestyle
determines how you spend your time resource
wearable computing
devices that integrate digital interactions with the physical body
identity
each element that contributes t our self concept any category label with which a consumer self-associates that is amenable to a clear picture of what a person in that category looks like, thinks, feels, and does
social identity theory
each of us have several "selves" that relate to groups
CS/D - consumer satisfaction / dissatisfaction
easier to sell something once than again if it bombed
What are the 3 functional areas of a cultural system
ecology, social structure, ideaology
what 3 major forces have shaped the millennials' experience
economy globalization social media
resonance
element with double meaning such as a pun
gender socialization
elements of culture, including advertising, that provide guidelines regarding "appropriate" sex role behavior for memebers
digital self
elements of self expression that relate to a person's online identity
digital self
elements of self-expression that relate to a person's online identity
communications model
elements they need to control to communicate with their customers
theory explained as "states of the body modify states of the mind"
embodied cognition
cognitive affect model
emotional reaction is just the last step in a series of cognitive processes that follows sensory recognition of a stimulus and retrieval of info. from memory that helps to categorize it
unipolar emotions
emotions that are either wholly positive or wholly negative
fear appeals
emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude
brand story telling
emphasizes the importance of giving a product a rich background to involve customers in its history or experience
hierarchy of effects
explains the relative impact of the three components high involvement - problem solving process think. feel. do. low involvement - consumer initially does not have a strong preference for one brand over another instead acts on basis of limited knowledge and forms evaluation only after he or she has bought the product think. do. feel. experiential - we act on the basis of our emotional reactions feel. do. think
public self-consciousness
express more interest in clothing and use more cosmetics than others who score lower
Nervous system
eye blinks
trickle across effect and trickle-up effect
fashions diffuse horizontally among members of the same social group vs. originate with lower class
FOMO
fear of missing out
haul videos and unboxing videos
feature a proud fashionista describe clothes she just bought and details of how to remove electronic products from their boxes and assemble them
determinant attributes
features we actually use to differentiate among our choices
Reverse Product Placement
fictional products that appear in TV shows or movies become popular in the real world
cultural gatekeepers
filter the overflow
The 3 business strategies that make up a triple bottom-line perspective
financial- provide profits to stakeholders, social- return benefits to the communities where the organization operates, and environmental- minimize damage to environment or even improve natural conditions
reality principle
finds ways to gratify the id that the outside world will find acceptable -freudian theory applies to marketing
two factor theory
fine line bt familiarity and boredom
pioneering brand follower brand
first brand to enter a market ride their coattails
refutational arguments
first raise a negative issue and then dismiss it
media multiplexity
flows of communication go in many directions at any point in time and often on multiple platforms
attitude toward the act of buying
focuses on the perceived consequences of a purchase plus the attitude toward the product itself
reader response theory
focuses on the role of the reader in interpreting a story rather than just relying upon the author's version
knowledge bias
implies that a source's knowledge about a topic is not accurate
gender identity and sex rolls
important component of a consumer-s self concept and change over time
digital native
in a 2001 article that explained a new type of student who was starting to turn up on campus
word phrase dictionary (library)
in sentiment analysis, a library that codes data so that the program can scan the text to identify whether the words in the dictionary appear
word-phrase dictionary
in sentiment analysis, a library that codes data so that the program can scan the text to identify whether the words in the dictionary appear
the predetermined amount a person has in mind that they are willing to spend on unplanned purchases
in-store "slack"
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
hook
increases the likelihood people will click on it
roles in consumer decision making
initiator gatekeeper influencer buyer user
the 5 roles involved in collective decision-making (marketing 300 - buying centers)
initiator, gatekeeper, buyer, influencer
what were the top 3 classifications in the class
innovators strivers experiencers
8 classification levels
innovators - new ideas/take-charge people/prob. solve thinkers - ideas/proven products/responsibility/order believers - tradition-based/close-knit family/gender roles achievers - goal oriented/achievement/reward strivers - trendy/fun/loving/ lottery win/approval of others experiencers - impulsive/ social-media/ entertained makers - self expression and traditional concepts/unimpressed by material possessions of others survivors - cautious consumers/ home coffee/ safety and security
Name the four types of innovation adopters
innovators early adopters, early majority, late majority, and laggards
types of adopters
innovators early adopters, early majority, late majority, and laggards
emotions
intense affective reactions, such as happiness, anger, and fear
Relationship marketing
interact with customers on a regular basis and give them solid reasons to maintain a bond with the company over time
Rich Media
interactive multimedia productions that use technology such as flash, java applets and streaming video
factors that determine how much family decision conflict there will be
interpersonal needs - level of investment product involvement and utility - product to satisfy a need responsibility - payment power - influence over others
pastiche
interpretivism, world we live in is a mixture of images and ideas
shrinkage
inventory and cash losses from shoplifting and employee theft
syncretic decision
involve both partners
inertia
involves less effort to throw a familiar package into the cart
priming definition with debbie
involves the actions taken to increase knowledge that influences the response to an object manipulating or increasing the consumers' activation toward a target to produce a specific result like purchasing a moose
co-creation
involving consumers in the process of developing advertising and other marketing actions
list of values (LOV) scale
isolates values with more direct marketing applications
cult products
items that command fierce consumer loyalty and devotion
hybrid products
items that feature characteristics from two different product domains
4 basic kinds of theming techniques
landscape themes marketscape cyberspace midscape
what was the case study about?
lane bryant and the plus size section of store
the overall concept where one consumer exchanging something owned for something the other person owns
lateral cycling (through swishing)
retroactive and proactive interference
learn new responses to the same or similar stimuli prior learning can interfere with new learning
A relatively permanent change in behavior caused by experience
learning
activity stores
let consumers participate in the production of the products or services they buy there
defines a pattern of consumption that reflects a person's choices of how to spend his or her time and money
lifestyle
consumption style
lifestyle in middle surrounded by person, product, and setting
LOHAS
lifestyles of health and sustainability
brand arrogance
like arrogant people both positive and negative aspects
One view of child development advocates children differ in information-processing capability or the ability to store and retrieve information from memory. What are the three development stages of this view?
limited cued strategic
3 developmental stages
limited (younger than 6), cued (6-12), strategic (12 and older)
means end chain model
link specific product attributes to terminal values
social media pros refer to the careful crafting of a title that markets the concept
linkbaiting
proposition
links 2 nodes together to form a more complex meaning
Occurs when we watch the actions of others and note the reinforcements they receive for their behavior
observational learning
power posing
most widely viewed TED talk standing in a confident way even if you do not feel confident affects the brain activity
who compose a nuclear family
mother, father, one or more children (sheep dog for good measure)
avoidance groups
motivation to distance oneself from other people/groups
A goal has valence (-) avoid the outcome known as social disapproval and (+) move toward a goal
motivational conflicts
incidental brand exposure
motives that can lurk beneath the surface and cues in the environment that can activate a goal even when we don't know it
multiple pathway anchoring and adjustment (MPAA) model
multiple pathways to attitude formation
Hedonic Consumption
multisensory, fantasy, and emotional aspects of consumers' interactions with products
elimination by aspects rule
must have a specific feature to be chosen
B2B marketers
must satisfy the needs of organizations such as corporations, government agencies, hospitals, and retailers
fishbein model
named after its primary developer and has 3 components of attitude salient belief - considers during evaluation object attribute linkage - probability that object has an important attribute evaluation - of each important attribute
Unconditional stimulus
naturally capable of causing the response
envy
negative emotion with a desire to reduce the gap benign - we believe the other deserves (like an iPhone) and are willing to pay more malicious - believes the other does not deserve the position
Big Five
neo-personality inventory set of 5 dimensions that form the basis of personality: openness to experience, conscientiousness, extroversion, agreeableness, and neuroticism
members of a social network
nodes
convention
norm that regulates how we conduct our everyday lives
informal rules that govern behavior
norms
time poverty
not enough time in the day
lovemark
passionate commitment to one brand
morning morality effect
people are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning
endowed progress effect
people are more motivated to attain a goal when they are provided with the illusion of a "head start" even though the actual effort required to reach the goal does not change (car wash card example)
endowed progress effect
people are more motivated to attain a goal when they are provided with the illusion of a "head start" even though the actual effort required to reach the goal does not change; i.e. car wash punch cards
cognitive learning theory
people as problem solvers who use the information around them to master environment
Perceptual Selection
people attend to only a small portion of stumuli to which they are exposed
who is identified as being a part of the silent generation
people born between the 2 world wars (WW1 and WW11)
Halo effect
people react to other similar stimuli in much the same way they responded to the original stimulus
lifestyle marketing perspective
people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income - taste public consumer group symbolic community status culture
consumer consumer
people used or exploited willingly or not for commercial gain in the market
membership reference group
people we actually know
what is meant by "birds of a feather flock together"
people who have similar needs/tastes tend to live near one another (place-based subcultures) college kids in a way
emotional oracle effect
people who trusted their feelings were able to predict future events better than those who did not
what are halal foods
permissible (allowed) under the laws of islam
a balance theory perspective involves relations among what three elements
person and his/her perceptions attitude object some other person or attitude object
social comparison
person tries to evaluate their appearance by comparing it to the people depicted in these artificial images
a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment
personality
chapter 7 is on
personality, lifestyles, and values
involves an active attempt to change attitudes
persuasion
foot-in-the-door technique
persuasive technique involving making a small request before making a bigger one
swatting
phone calls and texts to police departments that falsely report wrongdoing at a celebrity's home
Name the five levels of Maslow's hierarchy of needs in order from the bottom to the top
physiological, safety, social (belongingness), (ego needs) esteem, and self-actualization
maslow's hierarchy of needs
physiological, safety, social, esteem, self-actualization
metaphor
places 2 dissimilar objects into close relationship
mood
pleasure and arousal positive or negative
fatshionistas
plus-sized consumers who are avidly interested in fashion and want more options from mainstream fashion marketers
fatshionistas
plus-sized consumers who want more options from mainstream fashion marketers
marketer should convey 3 pieces of info
point out there are significant differences among brands supply consumer with decision-making rule (if then) consistent with decisions prior to this time
name the 4 ways marketers categorize products that affect which products consumers will buy
position a product identify competitors create an exemplar product locate products in a store
4 steps in categorizing products
position a product identify competitors create an exemplar product locate products in a store
family branding
positive corporate images to sell different product lines
valence
positive or negative
evaluations
positive or negative reactions to events and objects that are not accompanied by high levels of physiological arousal
demonstrate an example of flaming
post contains all capital letters to express anger THIS IS FLAMING
This occurs when a consumer must choose between two products, both of which possess good and bad qualities
post decision dissonance
Hofstede 6 Dimensions of Culture
power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence
degree of connectedness
powerful groups are cohesive; this means the members identify strongly with them and are highly motivated to stay connected
3 issues in process
pre-purchase, purchase, post-purchase issues all affect both consumer/exchange
Provenance as related to consumer behavior
shoppers are willing to pay more for an item when they know exactly where it comes from "real people" select what they choose (shopper's trust/know the source)
serial wardrobers
shoppers who buy an outfit, wear it once, and return it
compulsive consumption
shopping disorder or gambling
fad
short lived fashion
badges
show the community the challenges the player has mastered so far
von Restorff Effect
shows that almost any technique that increases the novelty of a stimulus also improves recall
2 basic types of compensatory rules
simple additive rule - leads to the highest number of positive attributes, difficult to get info. weighted additive rule - relative importance of attributes by weighting each one
collective decision making
situations in which more than one person chooses the products or services that multiple consumers use
objectification
smelly socks (sacred qualities to mundane items)
Advertising wear-out
so used to hearing or seeing a marketing stimulus that they no longer pay attention to it
hedonic shopping includes
social experiences sharing of common interest affiliation status thrill of the hunt
the term for a multiplayer, competitive, goal-oriented activity with defined rules of engagement and only connectivity among a community of players
social game
theory assumes that people assimilate new info. about attitude objects in light of what they already know or feel
social judgment theory
crescive norms
subtle and unspoken rules that govern social behavior
the capacity to alter the actions of others
social power
culture
society's personality
virtual makeover
software that allows consumers to manipulate aspects of their appearance in a photograph they post online
problem recognition
someone running out of gas on side of the road- The first stage of the business buying process in which someone in the company recognizes a problem or need that can be met by acquiring a good or a service.
Paradigm
something that serves as a model, example, or pattern; the framework of assumptions and understandings shared by a group or discipline that shapes its worldview
intelligent agents
sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases
attitude models
specify the different elements that might work together to influence people's evaluations of attitude objects
extended self
spouse becomes a part of wife's extended self external objects that are considered part of us
brand specific - memory is stored in terms of claims the brand makes ad specific - memory is stored in terms of medium or content of ad brand identification - memory is stored in terms of brand name product category - memory is stored in terms of how product works or where it should be used evaluation reactions - memory stored as positive or negative emotions
spreading activation
power posing
standing in a confident way in order to increase self-confidence
subliminal perception
stimulus below the level of the consumer's awareness
short-term memory
stores information for a limited period of time, and it has limited capacity; this system is a working memory
sensory memory
stores information from our senses
sensory memory
stores the information we receive from our senses
myth
story with symbolic elements
3 types of strategies described in the buy class theory of purchasing
straight rebuy (habitual) modified rebuy (limited decision) new task (problem solving and the hardest0
3 types of buyclasses or strategies are what
straight rebuy - habits modified rebuy - limited decision making new task - problem solving
transmedia storytelling
strategically typically includes communications media that range from web sites, blogs, and emails to recorded phone calls
retail theming
strategy where stores create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation
negative reinforcement
strengthens a behavior by making the avoidance of an undesirable consequence contingent on its occurrence
males - agentic goals
stress self-assertion and mastery
postmodernism/interpretivism
stress the importance of symbolic, subjective experience, idea that meaning is within the mind of the person
emic
stresses variations over cultures
decay
structural changes in the brain produced by learning decrease over time also occurs forgetting as a result of interference
masculinism
study devoted to the male image and the cultural meanings of masculinity
masculinism
study the male image and the complex cultural meanings of masculinity
what communication is the most important driver of product choice
word of mouth
impression management
work hard to manage what others think of us, strategically choose clothing and other products that will show us off to others in a good light
juggling lifestyle
working mothers' attempts to compromise between conflicting cultural ideals of motherhood and professionalism
variable-ration reinforcement
you get reinforced after a certain number of responses, but you don't know how many responses are required; people in such situations tend to respond at high and steady rates, and this type of behavior is difficult to extinguish
