MKTG 475 SIUE Exam 1
Three aspects of interpretation
1. It is generally a relative process rather than absolute, referred to as perceptual relativity. 2. It tends to be subjective and open to a host of psychological biases. 3. It can be a cognitive "thinking" process or an affective "emotional" process.
Characteristics of stimulus organization
1. Proximity 2. closure 3. figure-ground
Three important advertising tactics
1. celebrity endorsers 2. user imagery 3. executional factors
interpreation is defined by three characteristics
1. individual 2. situational 3. stimulus
McGuire's Psychological Motives
A fairly detailed set of motives used to account for specific aspects of consumer behavior.
Maslow's Hierarchy of Needs
A macro theory designed to account for most human behavior in general terms.
voluntary exposure
Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information.
approach-approach conflict
Conflict that results from having to choose between two attractive alternatives
Emotion Arousal as a Product Benefit
Consumers actively seek products whose primary or secondary benefit is emotion arousal.
Creation of informed individuals
Creating more informed individuals involves education consumers about their own consumption behaviors as well as marketers' efforts to influence them in such a way as to create a more sound citizenship, effective purchasing behavior and reasoned business ethics
Regulatory policy
Developing regulatory guidelines involves developing policies, guidelines, and laws to protect and aid consumers
emotion in advertising
Emotional content in ads can enhance attention, attraction, and maintenance capabilities. Emotional messages may be processed more thoroughly due to their enhanced level of arousal. Emotional ads may enhance liking of the ad itself. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. Emotion may operate via high-involvement processes especially if emotion is decision relevant
Market segmentation
Firms segment their markets and choose a segment or segments that best fit their capabilities and market conditions
Market analysis
Involves gathering data and tracking trends related to the company, competitors, conditions, and consumers
Marketing strategy
Involves setting levels of the marketing mix based on an understanding of the market and segments involved to create desirable outcomes
Emotion Reduction as a Product Benefit
Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions.
Cognitive preservation motives
Need for Consistency (active, internal) Need for Attribution (active, external) Need to Categorize (passive, internal) Need for Objectification (passive, external)
McGuire's Preservation Motives
Need for tension (active, internal) Need for expression (active, external) Need for ego defense (passive, internal) Need for reinforcement (passive, external)
McGuire's Cognitive Growth Motives
Needs for autonomy (active, internal) Need for stimulation (active, external) Teleological Need (passive, internal) Utilitarian Need (passive, external)
Need for Cognition (NFC)
Reflects an individual difference in consumers' propensity to engage in and enjoy thinking.
Consumers' Need for Uniqueness
Reflects an individual difference in consumers' propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods.
Perception and Marketing Strategy
Retail Strategy Brand Name and Logo Development: *Linguistic Consideration *Branding Strategies *Logo Design and Typographics Media Strategy Advertisements- capture attention and convey meaning Package Design and Labeling
Social marketing
The application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole
Outcomes at the individual, firm and societal levels
While profit maximization is often a goal at the firm level, possible adverse effects at the individual and societal level are of importance to firms, government organizations, and regulators.
avoidance-avoidance conflict
a choice must be made between two unattractive goals
approach-avoidance conflict
a choice with both positive and negative consequences
motive
a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response
subliminal stimulus
a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it
involvement
a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting
cognitive interpretation
a process whereby stimuli are placed into existing categories of meaning
brand personality
a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire
consumer emotional intelligence
an important determinant of effective consumer coping
personality
an individual's characteristic response tendencies across similar situations
Individual factors
characteristics of the individual- such as motivation and ability
situational factors of attention
clutter and program involvement
left side of the brain
controls activities related to rational thought
right side of the brain
deals with images and impressions
perception is highly subjective
different consumers often come up with different meanings; presenting a "reality"
society outcomes
economic, physical and social
perception
exposure, attention, and interpretation
individual outcomes
filling a need, injurious consumption
figure-ground
focal point
perceptual relativity
generally a relative process rather than absolute
factors of nonfocused attention
hemispheric lateralization and subliminal stimuli
selective exposure
highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities
Lifestyle
how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them
emtion
identifiable specific feeling, and affect to refer to the liking/disliking aspect of the specific feeling
consumer problems arise
in specific situations and the nature of the situation influences the resulting consumer behavior
Situational factors
include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
consumer involvement
increases attention, analytical processing, information search, and word of mouth
closure
involve consumer, greater recall
Marketing strategy
involves setting appropriate levels for the marketing mix as a function of the segments being targeted and the market conditions that exist
Five Factor Model of Personality
most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning
individual factors of attention
motivation and ability
McGuire's Growth Motives
need for assertion (active, internal) need for affiliation (active, external) need for identification (passive, internal) need for modeling (passive, internal)
exposure
occurs when a stimulus comes within range of one of an individual's primary sensory receptors
attention
occurs when the stimulus activates one or more of the sensory receptors and the resulting sensations go into the brain for processing
Stimulus factors
physical characteristics of the stimulus itself such as contrast, size, intensity, attractiveness, color, movement, position, isolation, format, and information quantity
Dimensions of emotions
pleasure, arousal, dominance
firm outcomes
position, sales, and satisfaction (retention)
Consumer inferences
positioning-strategy, quality signals, interpreting images, and missing info and ethical concerns
contextual cues
present in the situation play a role in consumer interpretation independent of the actual stimulus
hemispheric lateralization
refers to activities that take place on each side of the brain
program involvement
refers to interest in the program or editorial content surrounding the ads
consumer ethnocentrism
reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products
consumer decisions
result from perceived problems and opportunities
Consumer decision process
series of steps starting with problem recognition and moving through information search, alternative evaluation, purchase, use, and post-purchase evaluation
memory is
shaped by information
symbolic needs
status, identity, group acceptance
proximity
stimuli positioned close together
adaptation level theory
suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less
gratitiude
the emotional appreciation for benefits received is a desirable consume outcome that can lead to increased consumer trust and purchases
affective interpretation
the emotional or feeling response triggered by a stimulus such as an ad
while motivations are the energizing and directing force that makes consumer behavior purposeful and goal directed
the personality of the consumer guides and directs the behavior chosen to accomplish goals in different situations
position
the placement of an object in physical space or time
motivation
the reason for behavior
Self concept
the totality of an individual;s thoughts and feelings about him or herself
individual characteristics
traits, learning and knowledge, expectations
stimulus characteristics
traits, organization, changes
brand image
what people think of and feel when they hear or see a brand name
prevention-focused ad
worked best for last minute shoppers
promotion focused ad
worked best for shoppers buying for future travel