Quiz 2
Quality signals
-price-perceived quality -advertising intensity -warranties -country of origin -brand
Maslow's hierarchy of needs 4 premises
1. All humans acquire a similar set of motives thru genetic endowment & social interaction 2. Some motives are more bsic or critical than others 3. The more basic motives must be satisfied to a min level before other motives are activated 4. As the basic motives become satisfied, more advanced motives come into play
Successful brand leverage generally requires that the original brand have strong positive image and the product fit within at least one of four dimensions
1. Complement 2. Substitute 3. Transfer 4. Image
Maslow's hierarchy of needs list
1. psycological 2. safety 3. belongingness 4. esteem 5. self-actualization
Spokescharacters
Animated animals, people, products, or other things.
Pusling
Any time it is important to produce widespread knowledge of the product rapidly, such as during a new-product intro, frequent (close together) repetitions should be used
Reinforcement
Anything that increases the liklihood that a given response will be repeated in the future
Brand personality
Brand image is what people think of and feel when they hear or see a brand name. set of human characteristics that become associated with a brand.
External stimulus ch
characteristics like animation had less influence on these consumers because they were already internally motivated.
Individual factors
characteristics that distinuish one individual from another
avoidance-avoidance conflict
choice involving only undesirable outcomes produces
Sponsorship
company providing financial support for an ebvent such as the Olympics or Concert is one of the most rapidly growing marketing activities and a multibillion-dollar industry
Source credibility
consists of trustworthiness and expertise.
Motive
construct representing an unobservable inner force that stimulates and compels a behavioral repsonse and provides specific direction to that repsonse.
laddering
constructing and means-end or benefit chain. Identifying motives. Product/brand shown to a consumer who names all the benefits that product might provide.
High-involvement learning
consumer is motivated to process or learn the material
Cognitive component
consumers beliefs about an object
Maintenance rehearsal
continual repition of a piece of information in order to hold it in current memory for use in problem solving or transferal to LTM.
Product positioning
decision by a marketer to try to achieve a defined brand relative to competition within a market segment.
Emotional ads
designed primarily to elicit a positive affective response rather than to provide info or aruments
Comparitive ads
directly compare the features or benefits of two or more brands
Motivation
drive state create by consumer interests and needs.
gratitude
emotional appreciation for benefits received
Active interpretation
emotional or feeling response triggered by a stimulus as an ad.
Cognitive learning
encompasses all the mental activities of humans as they work to solve or cope with situations.
Attitude
enduring organization of motivational, emotionl, perceptual, and cognitive processes with respect to some aspect of our envionment
Brand leverage
family branding, brand extensions or umbrella branding. Marketers captializing on brand equity by using and existing brand name for new products
Affective component
feelings or emotional reactions to an object
Retrieval failure
forgetting is often refered to as this. Because info that is available in LTM cannot be accessed, that is, retrieved from LTM to STM.
Inference
goes beyond what is directly stated or presented
Ambivalent attidue
holding mixed beliefs and feelings about an attitude object.
Program involvement
how interested viewers are in the program or editorial content surrounding the ads
Situational factors
include stimuli in the environment other than the focal stimulus.
Self-referencing
indicates that consumers are relating brand info to themselves. The "self" is powerful memory schema
Utilitarian appeals
involve information the consumer of one or more functional benefits that are important to the target market.
Rhetorical figures
involve the use of an unexpected twist or an artful deviation of how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline
Amush marketing
involves any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not
Imagery
involves concrete sensory representations of ideas, feelings, and objects
Coping
involves consumer thoughts and behaviors in reaction to a stress inducing situation designed to reduce stress and achieve more desired positive emotions
Closure
involves presenting an incomplete stimulus with the goal of getting conusmers to complete it and thus become more engaged and invovlved
Operate conditioning
involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior
Memory
is the short-term use of the meaning for immediate decision making or the longer-term retention of the meaning A person's memory influences the info he or she is exposed to and attends to and the interpretations the person assigns to that information. At the same time, memory itself is being shaped by the information it is receiving **Much of the interpreted info will not be available to active memory when the individ makes a purchase decision
Schema - schematic memory
knowledge strcture. Complex web of associations
Iconic rote learning
learning a concept or the association between two or more concepts in the absence of conditioning
Format
manner in which the message is presented
Perceptual defenses
means that individuals are not passive recipients of marketing messages. Rather consumers largely determine the messages they will encounter and notice as well as the meaning they will assign them.
Episodic memory
memory of a sequence of events in which a person participated
Just noticeable difference
minimum amount that one brand can differ from another (or from its previous version) with the difference still being noticed
Analytical reasoning
most complexform of cog. learning. Engage in creative thinking to restructure and recombine existing info as well as new info to form new associations and concepts
Involvement
motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting
Manifest motives
motives that are known and freely admitted
Script
necessary for consuemrs to shop effectively. Memory of how an action sequence should occur.
Implicit memory
nonconcious retrieval of previously encountered stimuli
Information quantity
number of cues in the stimulus field
Exposure 1
occurs when a stimulus is placed within a person's relevant environment and comes within range of his or her sensory receptor nerves. Provides opp for ppl to pay attention but does not guarentee it
Exposure
occurs when a stimulus such as a banner ad comes within range of a person's sensory receptor nerves - vision, in this example
Attention
occurs when the stimulus (banner ad) is "seen" (the recepter nerves pass the sensations on to the brain for processing).
Attention 1
occurs when the stimulus acitivates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
Perceptual mapping
offers marketing managers a useful technique for measureing and developing a products position
Behavioral component
one's tendency to respond in a certain manner toward an object or activity.
One-sided messages
only one view point is expressed
Humorous appeals
opposite of fear appeals. Ads built around humor appear to increase attention and liking of the ad, particular for those individs in need for humor.
Punishment
opposite of reinforcement. Any consequence that decreases the likelihood that a given repsonse will be repeated in the future.
consumer emotional intelligence
person's ability to skillfully use emotional info to achieve a desireable consumer outcome.
Testimonial ad
person, generally a typical member of the target market, recounts his or her successful use of the produce, service, or idea.
**Read summary chapter 8
pg 303
stimulus organization
physical arrangement of the stimulus objects
Stimulus factors
physical characteristics of the stimulus itself
Long-term memory
portion of total memory devoted to permanent information storage
Contextual cues
present in the situation play a role in consumer interpretation independent of the actual stimulus
two-sided message
presenting both good and bad points, is counterintuitive, and most marketers are reluctant to try such approach. One-sided messages most effective at reinforcing existing attitudes
Figure-ground
presenting the stimulus in such as way that it is perceived as the focal object to be attended to and all of the stimuli are perceived as the background
Conditioning
probably most apporpriately described as a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned
Stimulus discriminatio
process of learning to respond differently to similar but distinct stimuli
Classical conditioning
process of using an establish relationship between one stimulus and response to bring about the learning of the same response to a different stimulus.
Cognitive interpretation
process whereby stimuli are placed into existing categories of meaning.
Infomercials
program-length tV commercials with toll-free number and/por web address through which to order or request additional information
Motivation
reason for behavior
Emoion
refer to the indentifiable, specific feeling, and affect to refer to the liking-disliking aspect of the specific feeling
Product repositioning
refers to a deliberate decision to significantly alter the way the market views a product.
Ability
refers to capacity of individuals to attend to and process ifnormation
Message framing
refers to prsenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)
Position
refers to the placement of an object in phsyical space or time
Consumer ethnocentrism
reflects an indivudal difference in consumers' propensity to be biased against the purchase of foreign products
Perceptual relativity
relative process rather than absolute. Often difficult for people to make interpretations in the absence of some reference point.
Clutter
represents density of stimuli in the environment.
Promotion-focused motives
revolve around a desire for growth and development and are related to consumers' hopes and aspirations
Prevention-focused motives
revolve around a desire for safety and security and are related to consumers' sense of duties and obligations
Stimulus generalization
rub off effect, occurs when a resonse to one stimulus is elicited by a similar but distinct stimulus
Brand image
schematic memory of a brand. Target markets interpretation of the products attirubutes, benefits, usage, users, manufacturer characteristics
Benefit segmentation
segmenting consumers on the basis of their most important attribute or attributes.
Semantic meaning vs psychological meaning
semantic - conventional meaning assigned to a word such as found in the dictionary psychological - specific meaning assigned a word by a given indivudal or group of individuals based on their experiences, their expectations, and the context in which the term is used.
Isolation
separating a stimulus object from other objects
Information processing
series of activities by which stimuli are perceived, transformed into information, and stored.
Mere exposure
simply presenting a brand to an indivudal on a large number of occasions might make a the individs' attitude toward the brand more positive.
Stimulus factors include
size, intensity, repetition, attractive visuals, color and movement, warm colors (reds & yellows, more arousing than cool colors, such as blues and greys.
Proximity
stimuli positioned close together are perceived belonging to the same category
Adaptation level theory
suggests if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.
Regulatory focus theory
suggests that consumers will react differently depending on which broad set of motives is most salient.
Aesthetic appeal
tap consumers' affective reactions by going beyond the cognitive associations of functionality.
Hemispheric lateralization
term applied to activities that take place on each side of the brain. ``
Interpretation
the assignment of meaning to the received sensations
Sensory discrimination
the psycological ability of an individaul to distinguish between similar sstimuli Invovlves variables such as the sound of stereo systems, taste of food products, clarity of display screens
Demand
the willingness to buy a particular product or service. Is NOT the motive
Elaboration likelihood model (ELM)
theory about how attitudes are formed and changed under varying conditions of involvement. Integrates select individuals, situational, and marketing factors to understand attitudes.
Advertising wearout
too much repetition can cause consumres to actively shut out the message, evaluate it negatively, or disregard it
High-impact zones
toward the top and left of the ad
Company image and store image are similar except that they apply to companies and stores rather than brands
true
Most of the stimuli to which indiviuals are exposed are "self selected"
true
The left brain needs fairly frequent rest,but the right brain can easily scan large amounts of info over a long time period
true
individuals typically do not notce relatively small differences between brands or changes in brand attributes
true
Exposure and attention are highly selective
true meaning that consumers process only a small fraction of the available information.
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation
true.
Latent motives
unknown to the consumer or were such that he or she was reluctant to admit them
Elaborative activities
use of previously stored experiences, values, attitudes, belifs, and feelings to interpret and evaluate info in working memory as well as to add relevant prev stored info
Fear appeals
use the threat of negative (unpleasant) consequences if attitudes or behavrios are not altered.
Brand equity
value consumers assign to a brand above and beyond the functional characteristics of the product
Brand extension
where an existing brand extends to a new category with the same name such as Levi Struass putting its Levi name on a line of upsale men's suits.
Goal framing
where the message stresses either the positive consequences of performing and act or negative consequences of not performing the act.
cross-promotions
whereby signage in one area of the store promotes complementary products in another (milk signage in the cookie aisle), can also be effective
Short-term memory
working memory, portion of total memory that is currently activated or in use
Explicit memory
Characterized by the concious recollection of an exposure event
Extinction
Forgetting is often called this. Desired response decays or dies out if learning is not repeated and reinforced
Five-factor model
Multitrait personality theory identifies several traits that in combo capture a substantial portion of the personality of the individ.
Figure 8-1: Information processing for conusmer decision making
Pg 274 Information processing 4 steps: expsoure, attention, interpretation, and memory. ** the first 3 of these constitute perception These processes occur almost simultaneously and are clearly interactive
Multiattribute attitude model
Pg 385
Memory interference
Sometimes consumers have difficulty retrieving a specific piece of info
low-involvement learning
The consumer has little or no motivation to process or learn the material
Shping
The process of encouraging partial response leading to the final desired response
Vicarious learning/modeling
They can observe the outcomes of others behaviors and adjust their own accordingly. Can use imagery ot anticipate the outcome of various courses of action
Attribution theory
This set of motives deals with our need to determine who or what causes the things that happen to us and relates to an area of research called attribution theory
Permission-based marketing
Voluntary and self-selected nature of such online offerings, where consumers "opt in" to receive e-mail based promotions
Approach-avoidance conflice
a consumer facing a purchase choice with both positive and negative consequences confronts this
Approach-approach conflict
a consumer who must choose between 2 attractive alternatives faces this
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
Concepts
abstractions of reality that capture the meaning of an item in terms of other concepts
Flashbulb memory
acute memory for the circumstances surrounding a surprising and novel event.
Brand familiarity
an ability factor related to attnetion. Those with high brand familiarity may require less attentiont to brands ad
Co-branding
an alliance in which two brands are put together on a single product
Personality
an individs characteristic response tendencies across similar situations
Analogical reasoning
an inference process that allows consumers to use an existing knowledge base to understand a new situation or object
Learning
any change in the content or organization of long-term memory or behavrior and is the result of information processing
Interpretation1
assignment of meaning to sensations. related to how we comprehend and make sense of incoming information based on characteristics of the stimulus, the individuals, situation.
Value-expressive appeals
attempt to build a personality for the product or create an image of the product user.
Smart banners
banner ads that are activated based on terms used in search engines. Behavioral targeting strategies are avialable for general websites as well, and they appear to be quite effective.
Semantic memory
basic knowledge and feelings an individual has about a concept
information overload
because (unlike the situation with print ads) consumers have no control over the pace of exposure.
