Term
|
Definition
the process that leads us to behave the way we do
- Need creates tension
- tension creates drive to reduce/eliminate need
- desired end state = consumer's goal
|
|
|
Term
|
Definition
| discrepancy between present state & ideal state |
|
|
Term
|
Definition
| degree of willingness to expend energy to reach a goal |
|
|
Term
|
Definition
- Biogenic
- Psychogenic
- Utilitarian
- Hedonic
|
|
|
Term
|
Definition
| consumption at the low end of involvement |
|
|
Term
|
Definition
true involvement with a product -
- playfulness
- being in control
- concentration/focused attention
|
|
|
Term
|
Definition
command fierce consumer loyalty, devotion, and worship
- high involvement in brand
- eg. Apple, Harley-Davidson
|
|
|
Term
| Message-Response Involvement |
|
Definition
- TV = low involvement medium; print = high involvement
|
|
|
Term
| Strategies to Increase Involvement |
|
Definition
- Appeal to hedonistic needs
- use novel stimuli in commercials
- use prominent stimuli in commercials
- include celebrity endorsers in commercials
- build consumer bonds via ongoing consumer relationships
|
|
|
Term
|
Definition
| the process of learning the beliefs and behaviors endorsed by one's own culture enculturation |
|
|
Term
|
Definition
| process of learning the value system and behaviors of another culture |
|
|
