MKT 305 Exam 2
Types of message appeals
1. Emotional vs. Rational Appeals: which to use depends on situation, nature of product, and consumer relationship with product (appeal to the head or the heart?) 2. Sex Appeals: good for getting attention but come with risks (work when product itself is related to sex, otherwise might be a turn off for people, or take away from actual message of ad) 3. Humorous Appeals: can also gain attention well, but must be careful it does not overwhelm the primary message or take away from it 4. Fear Appeals: emphasizes possible negative consequences that can occur unless the consumer changes a behavior or an attitude
identification
Mid-level of attitude commitment -attitudes formed in order to conform to another person or group's expectations
social pressure
acknowledge the power of the people in purchasing decision
attitude accessibility perspective
behavior is a function of the person's immediate perceptions of the attitude object in the context of the situation in which it was encountered originally -form stronger, more predictive attitudes through direct, personal experience with an attitude object
two-sided message
both positive and negative information
attributes
characteristics of attitude object (Ex: attribute of a college is its scholarly reputation) *multi-attribute model
Self-image congruence
choose products when attributes match the self -product usage = self image
simile
compares two objects ("A is like B")
digital footprint
mark a consumer leaves after she occupies a specific digital space
archetype
universally recognized idea or behavior pattern -typically involve themes like birth and death and appear in myths, stories, and dreams
attributes of self concept
-content (facial attractiveness vs. mental aptitude) -positivity (self-esteem) -intensity and stability over time -accuracy (degree to which one's self assessment corresponds to reality)
Ideals of Beauty over time
-early 18002: "delicate/looking ill" appearance -1890s: voluptuous, lusty -1990s: "waif" loof -Today/Modern: high heels, body waxing, eye lifts, liposuction
Low Self-Esteems
-expect that you will not perform well -try to avoid embarrassment, failure, and rejection
Characteristic of "bad" message
-extensive information on components, ingredients, nutrition -outdoor setting (message gets lost) -large number of onscreen characters -graphic displays
High Self-Esteem
-willing to take risks -respond to failure by focusing on personal strengths
6 approaches to persuasion
1. reciprocity: more likely to give if we first receive 2. authority: tend to believe authoritative sources 3. liking: agree with those we like or admire 4. scarcity: people tend to find things that are not readily available more desirable ("limited edition" items) 5. consistency: try not to contradict what we've said before 6. consensus: will consider what others do before we decide what to do
Balance Theory
considers how a person perceives relations among different attitude objects and how she alters attitudes to maintain consistency or "balance" -involves relations among three elements so resulting attitude structures called triads -want relations among elements in a triad to be harmonious; if they are unbalanced, tension created. Motivated to reduce this tension by changing our perceptions in order to restore balance -when have balanced perceptions, attitudes likely to be stable
counter-arguing
consumer thinks of reasons why she doesn't agree with the ad's message -humorous ads inhibit this, increasing the likelihood of message acceptance because the consumer doesn't come up with arguments against the product
Extended self
external objects we consider apart of ourselves
initial attitude
frame of reference from which we categorize new information with these standards
comparative advertising
message compares two or more recognizable brands on specific attributes ("I'm a PC/Mac") -enables brand to compare itself to another on specific characteristics -can result in a negative outcome with consumers -consumers may doubt credibility of a biased presentation -this advertising approach could be found offensive in some cultures (asian)
one-sided argument
messages that present one or more positive attributes about the product or reasons to buy it -supportive arguments
actual self
more realistic appraisal of the qualities we have -products can be consistent with actual self -choose some products because believe they are consistent with our actual self
The Fishbone Model (multi-attribute model)
on of most influential multi-attribute models developed by Martin Fishbein- measures 3 components of attitudes: 1. salient beliefs: beliefs people have about the attribute object 2. object-attritube linkages: probability that a particular object has the attribute 3. evaluation: evaluate each of the important attributes *using there components, can compute a consumer's overall attitude toward an object
lifestream
ongoing record of digital life across platforms
importance weights
reflect the relative priority of an attribute to the consumer (Ex: one student might prioritize a strong athletic school to a school with good research opportunities) *multi-attribute model *how much one attribute matters to you - whether you want a college with a crazy party scene or not and how important that is relative to theory attributes of the school
metaphor
two dissimilar objects in a close relationship ("A is B") -Ex: cereal is strength Tony the Tiger -Ex: "you're in good hands" with AllState insurance -substitues one meaning for another by connecting two things that are in some way similar
consistency principle
value/seek harmony among thoughts, feelings, and behaviors -maintain uniformity among elements of thoughts, feelings, and behaviors (may be motivated to change one to match the others) -will change components to make them consistent -relates to theory of cognitive dissonance- take action to resolve dissonance when our attitudes and behaviors are inconsistent -nature is to keep attitudes and behaviors consistent which is basis for principle of cognitive consistency
social judgment Theory
we assimilate new information about attitude objects in light of what we already know or feel -initial attitude acts as frame of reference -decision that a box is heavy depends on weight of surrounding boxes (all relative)
Avoidance-Avoidance conflict
when faced with choice of two undesirable outcomes -Ex: spending money on an old car or buying a new one -addressed by marketers with messages that stress the unforeseen benefits of choosing an option -Ex: emphasize special credit plans to ease pain of car payment
Myers-Briggs type Indicator Test (MBIT)
widely used personality test based on Carl Jung's work -classfies people into 16 categories based upon whether they fall into one group or another based on 4 dimensions
Impression management
work to "manage" what others think of us -may choose clothing and other products strategically to show off to others in order to manage their impression of us
reflected self
-people see themselves as they imagine others see them -helps shape self-concept -person's possessions place them into social role which helps to answer question, "who am i?" -people use
Characteristic of "good" message
-show convenience of use show new product/improved features -casting background -indirect comparison to other products **to be effective, messages shouldn't cover too much information or distract the receiver
Problems with personality trait theory
-survey scales not valid or reliable and results not stable over time -"borrowed" from psychologists who use wide variety of subjects -traits only part of solution? used in conjunction with other data such as social or economic conditions
ABC model of Attitudes: 3 componenets
1. Affect (feel): way a consumer feels about an attitude object 2. Behavior (do): person's intentions to do something with regard to an attitude object 3. Cognition (think): beliefs a consumer has about an attitude object **three component of an attitude are interrelated
Types of Motivational Conflicts
1. Approach-Approach 2. Approach-Avoidance 3. Avoidance-Avoidance
4 dimensions of MBIT
1. focus of attention: introversion or extroversion 2. Information processing: sensing (take information in step-by-step manner) or intuition (take information in snapshot or big picture manner) 3. decision-making: thinking (step back from situation and take objective view) feeling (step into situation and take subjective view) 4. dealing with the outer world: judging (*systematic* approach to meeting deadlines and achieving objectives) perceiving (*spontaneous* approach to meeting deadlines and achieving objectives with sudden rush of activity)
4 levels of the extended self
1. individual level: personal possessions in self-definition "you are what you wear" /what car you drive 2. family level: residence and furnishings (house as "body" for family, place we live often central aspect of self) 3. community level: neighborhood or town come from 4. group level: social groups part of
Carl Jung
Father of analytical psychology -disciple of Freud -established concept of collective unconscious
latitudes of acceptance and rejection
acceptance and rejection standards around attitude -people differ on standards by which they find something acceptable or unacceptable -consider and evaluate ideas falling within latitude favorably, but more likely to reject out of hand those that fall outside the zone
permission marketing
acknowledges that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him; consumers who "opt out" of listening to the message probably weren't a good target to begin with -consumers have a voice in deciding what message they choose to see and when -updated view of communication model, more interactive
experiential hierarchy of effects
act on our emotional reactions -attitude based on hedonic consumption(is using the product exciting) -intangible product attributes like package design, advertising, brand names and the nature of the setting in which the experience occurs, can shape attitudes toward a brand Affect>Behavior>cognition
sleeper effect
after awhile, people tend to forget about the negative source and change their attitudes anyway
attitude object
anything towards which one has an attitude
Standard learning hierarchy
assumes a person approaches a product decision as a problem-solving process -first forms beliefs based on knowledge, then evaluates the beliefs and forms feelings about the product -then engages in relevant behavior -attitude based on cognitive information processing Cognition>affect>behavior
source credibility
communicator's expertise, objectivity, or trustworthiness -consumers' belief a person is competent and will provide necessary information needed to evaluate competing products -credible source especially persuasive when consumer has yet to learn much about product or form an opinion of it
Karen Horney
compliant vs. detached vs. aggressive -people move toward others, away from others, or against others
Ideal self
conception of who we would like to be -products can help us reach ideal self -buy some products to help us reach our ideal standard of ourself -may choose clothing and other products strategically to show off to others in order to manage their impression of us
Superego
conscience -opposite of ID -internalizes society's rules (like parents teach them to us) and tries to prevent the ID from seeking selfish gratification
contrast effects
exaggerated unacceptability; fall outside latitude automatically rejected even if they are not that different
Two-Actor Theory
explains fine line between familiarity and boredom; proposes that separate psychological processes operate when we repeatedly show an ad to a viewer -benefits of repetition: increases familiarity and reduces uncertainty about the product -negative side of repetition: boredom increases with each exposure -at some point boredom is greater than the amount of reduced uncertainty, causing "wear-out" -increases familiarity and reduces uncertainty but boredom increases with each exposure -marketers can overcome this by using short spots (15 seconds) and slightly varying the content overtime (Ex: "I'm a PC" commercial, producers used the concept in almost 66 different commercials each with slightly different plot/screenplay)
brand equity
extent to which consumer holds strong, favorable, and unique associations with a brand in memory, and the extent to which he or she is willing to pay more for the branded version of a product than for the non branded/generic version
reality principle
finds ways to gratify ID that outside world will find acceptable -occurs unconsciously, person not aware of underlying reasons for behavior
refutational arguments
first raise a negative issue then dismiss it -can be quite effective -increases source credibility because it reduces reporting bias, meaning the receiver assumes the source has carefully considered both sides of the argument
Antecedent states
many contextual factors affect our purchase decision -situational factors -usage contexts -time pressure -mood -shopping orientation
celebrity endorsements
marketers hope a celebrity's popularity will transfer to the product -part of "balancing act" -creates star-product unit relation
M-commerce (mobile commerce)
marketers promote goods and services via wireless, personal devices -revised communication models accounts for new forms of messages result of social media
ID
maximize pleasure, avoid pain -pleasure principle -"party animal" of mind -selfish and illogical -pleasurable acts without regard for consequences
beliefs
personal assessment of whether object actually has attribute deliberating -Ex: give college a score of 8/10 for party atmosphere (party atmosphere is the attribute, a score of 8 is the belief) -cognitions about the specific attitude object usually relative to others like it -measures the extent to which the consumer perceives a brand possesses a particular attribute (ex: student may believe UNC is strong academically) *multi-attribute model
Harry Stack Sullivan
personality evolves tor educe anxiety -personality evolves to reduce anxiety in social relationships
Resonance
play on words with pictures -employs element with double meaning -pun: two words sound similar but have different meanings
self-esteem
positivity of a person's self-concept
Identity marketing
promotional strategy where consumers alter some aspects of their selves to advertise for a branded product -Ex: tattoo restaurant logo on body get free lunches for a year
brand personality
set of traits people attribute to a product as if it were a person -stands out from competition, earns brand equity, inspires years loyalty -statement about brand's market position
collective unconscious
storehouse of memories we inherited from our ancestors -from these charged memories, we recognize archetypes
cognitive dissonance
when we do have inconsistent attitudes and behaviors, will find some way to rectify the dissonance and bring our attitudes and behaviors back into consistency -reduce dissonance when we eliminate, add, or change elements -helps to explain why evaluations of a product tend t increase after we buy them (ex: tend to find more reasons to like something after we bought it as we can't return it) -purchase dissonance -consumers actively seek support for their decision so they can justify them. Therefore, marketers should supply additional reinforcement after customer makes purchase so they can justify them
Psychographics
aka lifestyle segmentation -goes beyond simple demographics to help marketers understand and reach different consumer segments -describes WHY consumers buy not who they are
task specialization
assign certain duties or decision components to the person who is best at the task
Multi-attribute model
assumes a consumer's attitude toward an attitude object depends on the beliefs that she has about several of tis attributes 1. attributes: used to evaluate the attitude object 2. beliefs: assessment of whether the brand has specific attributes 3. important weights: reflect the relative priority of an attribute to the consumer
Low involvement hierarchy
assumes consumer initially does not have strong preferences for one brand over another and instead forms an evaluation only after she has bought the product -attitude based on behavioral learning process Behavior>affect>cognition
Self Perception Theory
assumes we observe our own behavior to determine just what our attitudes are -infer the attitudes from our behavior -explains effectiveness of sales strategies like foot-in-the-door technique -must have a positive attitude toward an object if we bought it -"I guess I must really love Facebook, I spend so much time on it"
digital self
people construct digital version of their selves online using digital footprints, lifestreams, and profiles
multiple selves
people play multiple roles in life; have as many selves as we do social roles -marketers pitch products needed to facilitate active role identities "choosy moms choose Jiff"
Time is a feast
seek out opportunities for hedonic consumption; analytical planners with present focus; time allows them to enjoy life
Influencer
sways outcome of decision
sex-type products
take on masculine or feminine attributes
anthropomorphism
tendency to attribute human characteristics to objects or animals -think about cartoon character as if it were person or assume has human feelings
upward mobility
"cinderella"
Progressive Learning Model
-assumes people gradually learn new culture as they increasingly come into contact with it -when people acculturate they blend their original culture and new culture -consumers who retain much of their original ethnic identity differ from those who assimilate
5 perspectives on Time
1. Time is a pressure cooker: shop methodically, analytical and mono-chronic, under pressure to shop quickly 2. Time is a map: extensive information search and comparison search 3. Time is a mirror: risk averse and stick to brands you trust, analytical and polychronic but have past temporal orientation 4. Time is a river: shop on spur of the moment, focused on the present 5. Time is a feast: seek out opportunities for hedonic consumption; analytical planners with present focus; time allows them to enjoy life
Variables affecting family life cycle
1. age 2. marital status 3. children in the home 4. ages of children in the home **these allow us to identify categories of family-situation types **all couples are considered household, whether or not they are husband and wife
3 ways reference groups influence us
1. informational: provide information on consumer choices (seal of approval) 2. Utilitarian: choices are influenced by important others (family members) 3. Value-expressive: uses the consumer choice to express values consistent (or not) with the group (athletes, successful business people)
2 highly influential indicators of social class
1. occupational prestige 2. income
Triad Attitude structures
1. person and his perceptions 2. attitude object 3. some other person or object ex: tiger woods and AT&T --> create unit relation between Tiger Woods and AT&T, but back fired because of Tiger's actions **link elements together in 2 was: unit relation and sentiment relation -unit relation: think that a person is somehow connected to an attitude object -sentiment relation: person expresses liking or disliking for an attitude object (Ex: dating couple has positive sentiment relationship, once married they have positive unit relation, if divorced, sever the unit relation)
1990s
African Americans depicted in 11% ads as mainly minor roles
Income Pyramid
Top: highest income is a small percentage of the world market Bottom: 78% of global population is low income whose purchasing power is under $10,000 per year
reference group
actual or imaginary individual or group that significantly influences what we say or do -significant relevance upon an individual's evaluations, aspirations, or behavior
Buyer
actually makes purchase
African American subculture
about 13% of US population -similar overall spending patterns -household income and education level rising -allocate about 2/3 of income to housing, transportation, and food
VALS2 Values and Lifestyles System
based on segments grouped by self-orientation and resources -self orientation based on ideals, achievement, and self-expression -resources range from high to low -Innovators: those whose high resources result in less emphasis on self-orientation -strugglers: low resources also result in little emphasis on self-orientation
self-concept
beliefs person holds about his own attributes and how he evaluates himself based on these qualities -products can play pivotal role in defining self-concept -self-concept strongly influences behavior -when use objects to define self concept, often become attached to these objects -the more a person relies on an object to define self, the more attached to it they will become
Initiator
brings up idea or identifies need
invidious distinction
buy things to inspire envy in others through our display of wealth or power
social power
capacity to alter the actions of others -one person admires the qualities of another and tries to copy the referent's behavior -consumers modify what they do and buy to identify with referent group
referent power
celebrity endorsements
conformity
change in beliefs or actions as a reaction to a real or imaginary group pressure
sex-typed traits
characteristics we stereotypically associate with one gender or the other
Family Life Cycle (FLC) concept
combines trends in income and family composition with changes in demands placed on income -enables marketers to segment households
self expression
concerned withe he emotional aspects of purchases and personal satisfaction received from the purchase
Gatekeeper
conducts information search
age cohort
consists of people of similar ages who have similar experiences -share common memories of cultural icons (Brad Pitt/Britney Spears) -share common memories of historical events (Great Depression vs. Great Recession) -not technical but good idea of what is meant by "my generation"
membership reference group
consists of people we actually know -advertisers use -family, friends, colleagues -compare ourselves with those similar to us -seeing consumption activities of others acts as form of social influence "ordinary people"
Foot-in-the-door technique
consumer is more likely to comply with a big request if she has first agreed to comply with a smaller request -ex: more likely to get a sale if you can get customer to open door talk with you and even let you inside. -sometimes may be easier just to say yes and comply with salesman rather than explain why you don't want to
Self/Product Congruence
consumers demonstrate values through their purchase behavior
attitude commitment
consumers vary in their commitment to an attitude -degreee of commitment relates to the consumer's level of involvement
consumer confidence
consumers' beliefs about what the future holds -how positive or negative consumers are about the future health of the economy -influence how much money people spend of their discretionary income -when pessimistic about the future economy/personal finances, tend to spend less
social stratification
creation of artificial devising among people such that some members get more resources than other because of relative standing, power, or control in the group
Syncretic decision
decisions that involve both partners -used for cars, vacations, homes, appliances, furniture, electronics, interior design, phone service, etc -as education increases, syncretic decision making also increases
Salient dimensions
define areas of common preference on specific dimensions
Lifestyle
defines a pattern of consumption that reflects a person's choice of how to spend his or her time and money and these choices are essential to define consumer identity -in an economic sense, how one elects to allocate income
Group Cohesiveness
degree of attraction and how we value each other in a group
parody display
deliberately avoiding status symbols -seek status by mocking it -popularity of old, ripped jeans -thrifting "utility" vehicles like the Jeep
Taste culture
describes/differentiates consumers in terms of their aesthetic and intellectual preferences -helps us to understand subtle distinctions in consumer choices -"taste" status-marking force or habits causing consumption patterns to cluster -strong differences in how different classes spend leisure time and discretionary income -Upper and upper middle class are more likely to visit museums and attend live theater -middle-class more likely to go camping and fishing
sandwich generation
description of middle-aged people who must care for both children and their own parents simultaneously -support both generation above them and the one below (own children and parents)
Buyclass theory of purchasing
divides organizational buying decisions into three types ranging from least to most complex 1. level of information must gather prior to decision 2. seriousness of decision and how much must consider alternatives 3. familiarity with purchase
aspirational reference group
don't know the people but admire them anyways -successful businesspeople athletes, performers -celebrity spokespeople
achieved status
earned resources through hard work and diligent study
gender identity
elements of self-concept that reflect sex roles
User
ends up using product
spendthrifts
enjoy nothing more than spending
assimilation effects
exaggerated feelings of consistency; fall within latitudes deemed favorable and consistent while others outside are not (or even if they are not) -as a person becomes more involved with an attitude object, latitude of acceptance gets smaller and tend to oppose even mildly differing positions greater -discriminating buyers have smaller latitude of acceptance (Choosy moms choose Jiff) -Uninvolved buyers have a wider range/latitude of acceptance are less picky, more likely to use generic brands, not brand loyal, switch brands often
Time is a map
extensive information search and comparison search
time poverty
feeling that you do not have sufficient time
Trait theory
focuses on quantitive measurement of personality traits personality traits: identifiable characteristics that define a person -traits relevant to consumers: innovativeness- try new things materialism- emphasize owning and acquiring products self consciousness- deliberately monitors and controls the image of the self projected to others need for cognition- likes to think about things, expands effort necessary to process brand information frugality- make due; deny short-term purchases and make due with what already own (don't buy that new dress for DSProm wear something old) -use of personality trait measurements to predict product choice mixed success -simply harder to predict consumer behavior based on personality
product-specific profile
identifies target group and then profiles these consumers on product-relevant dimensions -tailors questions to a product category
consumption situation
includes a buyer, seller, and product or service as well as many other factors like the reason we want to make a purchase and how the physical environment makes us feel
reward power
influence held by person who has the ability to offer a reward
acculturation agent
influencers in our environment which affect the process of transitioning from one culture to another that contains components of both the old and new culture -family and friends, churches, media -may be from culture of origin or of immigration
antibrand communities
join together around a celebrity, store, or brand united by disdain/dislike for product -brands like Starbucks and DD targeted by anti brand communities
limitations of E-Commerce
lack of security, fraud, actual shopping experience, shipping charges
attitude
lasting, general evaluation of people, objects, advertisements, or issues -tend to be predictive of behavior and endure overtime -general because applies to more than a momentary event
Mere Exposure
like people or things if we see them more often
Freudian Theory
much of one's adult personality stems from a fundamental conflict between a person's desire to gratify their physical needs and the necessity to function as a responsible member of society -often emphasized sexual conflicts which Neo-REudians disagreed with
compliance
lowest level of involvement/attitude commitment -consumer forms attitude because it gains rewards or avoids punishments -Ex: drink Pepsi because only thing the cafeteria sells
concessions based on intensity of each spouses preferences
make compromises with the other based on wishes and concerns of spouse
low-context culture
more literal
refutational argument
negative issue is first raised, then dismissed -reduces reporting bias (receiver assumes source has carefully considered both sides of the argument) -skeptical consumers more receptive to balanced argument -positive attributes refute presented negative attributes -effective with well-educated and not-yet-loyal audiences
Theory of Reasoned action
new version of the Fishbone model containing several additions to original to improve ability to predict behavior 1. aims to measure behavioral intentions 2. recognizes power of the people to influence what we do 3. measures attitude toward the act of buying rather than just attitude toward the product (considers the consequence of purchase) -focuses on behavioral intentions (recycling)
Deindividuation
occurs when our individual identities are submerged in the group -at costume party may act wilder than would in everyday lives -shopping behavior changes when in groups -tend to buy more and make more unplanned purchases when with a group of people shopping than when alone -why some brands like Mary Kay and Cabi use home shopping parties to capitalize on group pressure to buy (informational social influence and normative social influence)
De-ethnicization
occurs when product we link to a specific ethnic group detaches itself from its roots and appeals to other groups -Ex: popularity of bagels which are a staple of Jewish cuisine, but are mass-marketed today -Ex: tortillas and salsa are outselling Burger Buns and Ketchup in the US
lifestyle marketing perspective
people sort themselves into groups on the basis of the things they like to do, how they spend their leisure time, and who they spend their disposable income -products can have meaning in establishing person's lifestyle -allow consumers to pursue chosen ways to enjoy their lives and express their social identities
mere exposure
people tend to like things that are more familiar to them
source attractiveness
perceived social value the message receivers associate with he source -related to appearance, personality, social status, and similarity to the receiver -celebrities increase awareness of a firm's advertising and enhance company image -celebrity endorsement can be a way to differentiate among products
Approach-Approach conflict
person chooses between two desirable alternatives -Ex: student torn between going home for the holidays or going on a ski trip with friends -choosing between two good options creates dissonance so tend to convince self we made better choice after
social comparison
person tries to evaluate appearance by comparing it to the people depicted in artificial images -way in which marketers influence self esteem -Ex: "Clearasil may cause confidence"
expert power
person who is an expert in a field
Principle of least interest
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 party rejects him or her -as groups gain in power, compliance increases
Propinquity
physical nearness helps form relationships
acculturation
process of movement and adaptation to one country's cultural environment by a person from another country -learn a new culture -occurs with influence of acculturation agents: family, friends, churches, media
Point-of-purchase (POP)
product display that draws attention (milk displayed specially in cow structure)
Organizational buyers
purchase goods and services on behalf of companies for use in the process of manufacturing, distribution, or resale -buy from B2B marketers
universal pecking order
relative standing in society
Ideals orientation
rely on belief system to make purchase decisions
Time is a mirror
risk averse and stick to brands you trust, analytical and polychronic but have past temporal orientation
ethnic subculture
self-perpetuating group of consumers who share common cultural or genetic ties where both its members and others recognize it as a distinct category 1. African American 2. Hispanic 3. Asian Americans
Gray market
seniors, people over age 60 -older adults control more than 50% of discretionary income
Time is a pressure cooker
shop methodically, analytical and mono-chronic, under pressure to shop quickly
Time is a river
shop on spur of the moment, focused on the present
Brand Asset Valuator Archetypes (young & rubicam)
shows relationships among the Archetypes -for each healthy personality, there is a corresponding shadow -healhty personality: one in which Archetypes overwhelm their corresponding shadows -sick personality results when one or more shadows prevail -when brand's shadow dominates, cues agency to take action to guide the brand to healthier personality
Communications model
social scientists developed this model to understand mass communications in which a source transmit information to many receivers at one time -model doesn't work as well in some situations like those encompassing social media -includes source, message, method of transmitting the message Source > Message > Medium > Consumers >>> feedback
status hierarchy
some members are better off than others
information power
someone knows something others would like to know Ex: magazine editors
business-to-business marketers
specialize in meeting needs of organizations such as corporations, government agencies, hospitals, and retailers
store image
store's personality -location + merchandise suitability + knowledge/congeniality of sales staff Intangible factors: -interior design -types of patrons -return policies -credit availability
Allegory
story about an abstract concept personified in a fictional character (person, animal, vegetable, object)
symbolic interactionism
stresses that relationships with other people play a large part to form the self -we exist in a symbolic environment -assign meaning to any situation or object when we interpret the symbols in this environment -"negotiate" meanings over time as we interpret our identities continually based on new people and situations we encounter -Ex: know that red light means stop, golden arch means fast food, "blondes have more fun"
Connectedness
value bonds with friends and family
Autonomy
want to be self-sufficient
altruism
want to give something back to the world
codes
ways consumers express and interpret meanings
habitus
ways in which we classify experiences as a result of our socialization processes
Income
wealth not distributed evenly across classes (top fifth controls 75% of all assets) -how money is spent is more influential on class than income -distribution of wealth determines which groups have the greatest buying power and market potential -good indicator of major but non status/ non symbolic expenditures
Communal roles
women taught to foster harmonious relationships
Generation Y
"Echo Boomers" / "Millenials" -1/3 of US population -spend $170 billion a year -first to grow up with computers in homes and 500 channel TVs -1984-2002 -jugglers, value being footloose and connected to "peeps" -labeled lifestyle "connexity" -multitaskers, use texting and video and create user-generated content -like change, new progress, hope, excitement
ascribed status
"silver spoon" good fortune, get resources because of who they are
Youth Market
-"teenage" first used to describe youth generation in the 1950s -youth market often represents rebellion -$100 billion in spending power
Baby Boomers
-1946 and 1965 (mom and dad) -active and physically fit -in peak earning years -"midlife crisis"products -food, apparel, retirement programs -continue to be most powerful age segment economically (Hilary & Donald)
Generation X
-1966 and 1976 -values-oriented and value-oriented -desire stable families, save portion of income, view home as expression of individuality
Roles in Collective Decision Making
-Initiator -Gatekeeper -Influencer -Buyer -User
Consumer views of Luxury Goods
-Luxury is functional: buy things to last and have enduring value -Luxury is a reward: "I made it" desire to be successful and show success to others (Ex: high end cars, homes in exclusive communities) -Luxury is indulgence: illustrate individuality, take an emotional approach, spending and viewing it as an indulgence; purpose of owning luxury to be lavish and self-indulgent, more likely to buy on impulse
Heuristics in Joint Decision Making
-Synoptic Ideal: spouses take a common view and act as joint decision makers (rational). use as much information as possible, act rationally, analytically vs. -Reality: muddling through! choosing whatever option results in less conflict "reaches" rather than "makes" a decision **more about reaching a decision than making one as a unit
Hispanic Americans
-about 16% -describes people of many different backgrounds (60% Mexican) -brand loyal -highly concentrated geographically by country of origin (easy to reach) -more than 50% living in major metropolitan areas -looking for spirituality, strong family ties, more color in their lives -Large family size of Hispanic market -spend more on groceries -shopping is family affair -regard clothing children well as matter of pride -convenience/saving time is not important to Hispanic homemaker
Why do we conform to pressure?
-cultural pressure: different encourage conformity to a greater or lesser degree (ex: Japanese society emphasizes group well bing over individual) -fear of deviance: nonconforming behaviors are punished -commitment: more dedicated the individual the more power the group has -group unanimity/size: "mob mentality" -interpersonal influence: individual's need to have others think well of him/her
Uses of Psychographic studies
-define target market -create new view of market -position product -better communicate product attributes -develop product strategy -market social and political issues
new task
-extensive problem solving because company has not made a similar decision in the past -high risk -many buyers involved
straight rebuy
-habitual decision making -low risk -automatic reorder (no physical buyer involved)
problems with social class segmentation
-ignores subjunctive social class -ignores consumers' aspirations to change class standing -ignores social status of working wives
Organizational decision making (as compared to consumer decision making) ...
-involves many people -requires precise, technical specifications -is based on past experience and careful weighing of alternatives -may require risky decisions -involves substantial dollar volume -places more emphasis on personal selling
modified rebuy
-limited problem solving -low to moderate risk -one or a few buyers involved
Factors affecting savings rate
-pessimism/optimism -world events -cultural differences in attitudes toward savings
Heuristics that simplify decision making
-salient, objective dimensions (define areas of common preference like how many rooms house should have, rather than subtler, hard-to-define ones like how to decorate bedrooms) -task specialization system in which each spouse has specific area of decision making (woman searches for house options, husband determines mortgage details) -concessions based on intensity of each spouses preferences "choose your battles" Ex: husband indifferent about kitchen design may give in to wife in exchange for a work room in the basement
Hedonic shopping motives
-social experiences: mall replaces traditional town square or community gathering place -sharing common interests -interpersonal attraction: "hangout" at the mall for teens -instant status: consumers love being waited on by salespeople -thrill of the hunt: bargain, find a deal
In-store decision making
-spontaneous shopping -point-of-puirchase -sales person
Spontaneous Shopping
-unplanned buying: reminded to buy something -impulse buying: sudden, irresistible urge to buy (candy and gum at check-out)
factors that determine how couples spend money
-whether they have children -whether both spouses work
Values of Older Adults
1. Autonomy 2. Connectedness 3. Altruism
4 basic conflicts common among teens
1. Autonomy versus belonging: want to acquire independence so try to break away from families but at the same time want support structure 2. Rebellion versus conformity: rebel against social standards of appearance and behavior but need to fit in and be accepted by others 3. Idealism versus pragmatism: tend to view adults as hypocrites whereas see themselves as sincere 4. Narcissism versus intimacy: obsess about their appearance and needs, but also feel desire to connect with each other
Two kinds of household/family decisions
1. Consensual purchase decisions 2. Accommodative purchase decisions
Factors impacting level of conflict
1. Interpersonal need: level of investment of a person in the group 2. Product involvement and utility: level of product use or degree to which person will use the product to satisfy a need 3. Responsibility: procurement, maintenance, payment, etc. 4. Power: degree to which on family member exerts influence over others
4 kinds of retail theming techniques
1. Landscape themes: nature, animals, physical body (Ex: Bass Pro Shop) 2. Marketscape themes: build on associations with man-made places (Ex: Venetian hotel in Vegas) 3. Cyberspace themes: build on information and communications technology (Ex: Ebay) 4. Mindscape themes: draw on abstract ideas and concepts, fantasy, and often possess spiritual overtones (Ex: Day spas reflect spiritual theme)
3 traditional models of masculinity
1. breadwinner: American view of success 2. rebel: rebellion, independence, adventure, potency 3. man of action hero
Rules of Engagement for young consumers
1. don't talk down 2. don't try to be what you're not 3. entertain them, make it interactive and keep the sell short 4. show that you know what they're going through but keep it light **authentic, non-condescending messages
Factors predicting reference group membership
1. propinquity 2. mere exposure 3. group cohesiveness
4 Factors affecting decision-making patterns among couples
1. sex-role stereotypes: tend to make individual decisions for sex-typed products (those considered feminine or masculine) Ex: man buys/decides on car, woman chooses house furniture 2. spousal resources: spouse who contributes more resources to the family has a greater influence 3. experience: increased experience as a decision-making unit make individual decisions more often 4. socioeconomic status: middle-class families make more individual decisions than do higher or lower-class families
4 dimensions of time
1. social dimension: "me time" or "friend time" 2. temporal orientation dimension: significance attached to past, present, future 3. planning orientation dimension: different time management styles vary on a continuum from analytic to spontaneous 4. polychronic orientation dimension: one thing at a time or multi-tasker
Types of organizational buying decisions
1. straight rebuy 2. modified rebuy 3. new task **how much cognitive effort goes into making a decision affects what type of decision the buyer is making
Asian Americans
6% of US population -most affluent, best educated -most brand conscious but least brand loyal -made up of culturally diverse subgroups (20) that speak many different languages/dialects
purchase environment
many contextual factors affect our purchase decision -shopping experience point-of-purchase stimuli -sales interactions
Generational Categories
Interbellum Generation: beginning of 20th century Silent Generation: born between world wars War Baby Generation: born during WWII Baby Boom Generation: born between 1946 and 1964 Generation X: born between 1965 and 1985 Generation Y: Born between 1986 an 2002 ("Millenials") Generation Z: 2003 and later
attitude toward buying
measure attitude toward the act of buying (and the consequence of purchase), not just the product
Ego
mediator, how to satisfy the ID in a socially acceptable way -reality principle -"referee" in fight between temptation and virtue -balance opposing forces according to reality principle
1993
first Spanish-language prime time commercial on major network (nike)
1963
first ad featuring an African American in general circulation publication
restricted codes
focus on the content of objects, rather than on their relationships among objects
horizontal social mobility
from one occupation to another in same social class
shopping orientation
general attitudes about shopping -vary depending on type of product or type of store
Benefits of E-Commerce
good customer service, more options, more convenient
legitimate power
granted through true authority in a situation -police, doctors, etc
Psychographic Analysis
group consumers according to some combination of 3 categories of variables 1. activities 2.interests 3. opinions **how time spent, what they find interesting, how they view themselves and the world around them
high-context culture
group members tend to be tightly knit and they infer meanings that go beyond the spoken word
brand community
group of consumers who share set of social relationships based upon usage or interest in a product
consumer tribes
group of people who share a lifestyle and can identify with each other because of a shared allegiance to an activity or product -share emotions, moral beliefs, styles of life, affiliated product -considered less stable and shorter-lived (but active/passionate) and form around life styles rather than brands
subculture
group whose members share beliefs and common experiences that set them apart from others -age -race & ethnicity -Religion -Brand Communities -LGBT -Distance runners, Goth/punk, health nuts (micro culture)
boomerang kids
grown children who return to their parents' homes to live
Tightwads
hate parting with their money -experience emotional pain when they make purchases
brandfests
held by companies to enable consumers to interact with others who share a similar brand passion (Harley Davidson, Jeep)
coercive power
held by someone who has the ability to punish another -opposite of reward power
internalization
highest level of attitude commitment -deep-seeded attitudes become part of consumer's value system -attitudes difficult to change because important to us
Perceived age
how old person feels as opposed to his or her chronological age "feel-age" "look-age" "only as old as you feel" -older we get, younger we feel relative to actual age -marketers may need to stress product benefits rathe than age-appropriateness
timestyle
how you spend your time resource -personal priorities determine time style
post purchase processes
many contextual factors affect our purchase decision -consumer satisfaction -product disposal -alternative markets
Consensual purchase decisions
members agree on the desired purchase differing only in terms of how it will be achieved -engage in problem-solving and consider alternatives until they find a way to satisfy everyone in the group -Ex: family decides to get a dog, concern voiced for who will take care of it- solution is to make a chart of specific dog duties for family members **higher the level of conflict, greater the chance the decision will be accommodative
Accommodative purchase decisions:
members have different preferences or priorities and they cannot agree on a purchase to satisfy the minimum expectations of all involved (what to spend on the household budget) -bargaining, coercion, compromise to achieve agreement
Agentic roles
men are expected to be assertive and have certain skills
Mass Class
millions of global consumers who now a level of purchasing power that's sufficient to let them afford many high-quality products -"afffordable luxuries" within reach of many consumers -marketers cater to mass class with high quality products -Ex: Target, Panera
discretionary income
money available to a household over and above what it requires to have comfortable standard of living
achievement
more competitive; take into account what peers think
elaborated codes
more complex, depend on more sophisticated worldview -extend to way consumers approach basic concepts like time, social relationships, and objects
avoidance groups
motivation to distance oneself from other people/groups -deliberately act or dress in the opposite way of a group we do not want to be associated with
status-seeking
motivation to obtain products that will let others know you "made it" (rolled watch)
Alfred Adler
motivation to overcome inferiority -prime motivation is to overcome feelings of inferiority relative to others
Approach-Avoidance conflict
occurs when we desire a goal but wish to avoid it at the same time -many products we desire have negative consequences attached to them as well as positive -Ex: eating bowl of ice cream- tastes delicious but not healthy
autonomic decision
one family member chooses a product
social class
overall rank of people in a society -work in similar occupations and tend to have similar lifestyles -tend to marry people in a similar social class as ours, a tendency that sociologists call homogamy -determined by income, family background, and occupation -"Haves" and "have-nots"
social identity
part of self that group memberships define
social mobility
passage of individuals from one social class to another *most people stay in their class, rarely changes except for marriage
personality
person's unique psychological makeup and how it consistently influences the way a person responds to her environment -situational factors play large role in determining behavior
general lifestyle segmentation
places a large sample of respondents into homogenous groups based on similarities of their overall performance
Brand prominence
quiet versus loud brand signals
conspicuous consumption
refers to people's desires to provide prominent visible evidence of their ability to afford luxury goods
occupational prestige
stable over time and similar across cultures -single best indicator of social class -define people to a great extent by what they do for a living -considered best indicator of social class because strongly linked to use of leisure time, allocation of family resources, aesthetic preferences, and political orientation
masculinism
study of male image and its complex cultural meanings
behavioral economics/economic psychology
study of the human side of economic decisions
paradox of low involvement
when we don't care as much about a product, the way it's presented increases in importance -highly involved consumers look for the "steak" or song, rational arguments -less involved consumers go for the "sizzle" or the colors and images in packaging or celebrity endorsers