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Consumer Behavior Ch. 7-9
Midterm Review
21
Marketing
Undergraduate 3
10/26/2008

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Term
utilitarian function
Definition
reward/punishment; we develop some attitudes twrds brands based on whether/not it provides pleasure or pain) (ads that stress straightforward product benefits 'you should drink coke just for the taste of it' sppeals to utilitarian function
Term
functional theory of attitude
Definition
to explain how attitudes facilitate behavior (Katz) 1. utilitarian 2. value-expressive; 3. ego-defensive; 4. knowledge function
Term
model of attitudes
Definition
ABC model: Affect ("feels"); Behavior ("do"); Cognition ("Beliefs")
Term
hierarchy of effects
Definition
form attitudes in 3 different ways: CAB, CBA, ABC
Term
social judgment theory
Definition
degree to which i find that new attitude in comparison/relation with current attitues; lattitde of acceptance/rejection
Term
balance theory
Definition
considers how a person perceives relations among different attitude objects, and how he alters his attitudes so that these remain consistent ("balanced") .. to restore balance, alter attitudes
Term
Balance Theory Triads
Definition
want relations among elements in a triad to be harmonious...
all from perceiver's point of view:
(1) a person and his perceptions
(2) an attitude object
(3) some other person or object
Term
multiattribute attitude models
Definition
assumes that a consumer's attitude twd an attitude object depends on the beliefs she has about several of its attributes...the model helps id these specific beliefes and combine them to derive a measure of the consumer's overall attitude... marketing researches use to understand complex attitudes
Term
fishbein model
Definition
measures behavior;
Term
issues in persuasive communication
Definition
WHO should be featured in the communication? HOW should the message be constructed? WHAT media should transmit the message? WHAT characteristics of the target market influence the commnications' acceptance?
Term
source credibility
Definition
source (communicator):
1. expertise - 2. attractiveness - 3. trustworthiness .... a credible source is particularly persuasive when the consumer has not yet learned much about a product or formed an opinion of it
Term
how does persuasion occur?
Definition
Term
how does persuasion occur
Definition
communication --> peripheral or central route
Term
peripheral route
Definition
low-involvement processing: belief-behavior-attitude change
Term
central route
Definition
high-involvement processing: cognitive response-->belief and attitude change-->behavior change
Term
types of consumer decisions
Definition
extended problem solving; limitied; habitual
Term
decision-making steps
Definition
1. problem recognition
2. information search
3. evaluation of alternatives
4. product choice
Term
biases in decision making
Definition
mental accounting, framing, prospect theory
Term
decision rules for product choice
Definition
compensatory vs. non-compensatory
Term
noncompensatory decision rules
Definition
1. lexicographic rule: choose 1 important attribute & base decision on that 1 attirubute; ..2. elimination by aspects rule; ...conjuctive rule
Term
compensatory decision rules
Definition
look at product wholistically & allow for the positives to make up for the negatives; simple additive rule; weighted additive rule
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