enduring beliefs that specific modes of conduct or end states of existence are preferred

- it is important for marketers to take these into account when identifying and analyzing potential market segments

- specific modes of conduct 

•  ambition, broad-mindedness, capability, cheerfulness, cleanliness, helpfulness

terminal values

 - desirable end states

• comfortable life, sense of accomplishment, a world at peace, or racial equality 

1. sell-fullfillment
2. excitement
3. sense of accomplihment
4. self-respect
5. sense of belonging
6. being well respected
7. security
8. fun and enjoymeny
9. warm relationships with others

demonstrates how the physical, tangible attributes of products (___) can be psychologically linked with personal values (___) in the minds of consumers

- six approaches:

1. concrete attributes
2. abstract attributes
3. functional consequences
4. psychosocial consequences
5. instrumental values
6. terminal values

• a group phenomenon
• influences many aspects of behavior
• implies a central life interest
• vary according to socially relevant variables

attempt to analyze and measure lifestyle

- to get this marketers examine various aspects of personality and behavior including:

• personality traits and concept of self
• attitudes toward product classes and toward brands
• activities, interests, and opinoins
• value systems
• goods and services consumed
• media use patterns

• identify consumer types or market segments
• uncover attitudes, interests, and opinions (AIOs) of segment members
• psychographic information is much more useful to marketers than demographic informatio nalone

• marketing plan development
• media selection
• creative strategy formulation
• product positioning
• retail strategy development

refers to the development of marketing strategies to enhance relationships with customers

 - repeat business is more important than new business

specialized, non-geographically bound community of consumers who interact with one another and who feel a special closeness to a particular brand

3 markers

1. consciousness of kind
2. rituals and traditions
3. moral responsibility

system of beliefs organized in memory

-(information is organized in memory in terms of this)

• repetition
• relevance
• competing information
• completeness of information
• time

• consumer's mood
• consumer familiarity or experience
• consumer motivation

treats learning as the formation of habits

• brand loyalty
• brand acceptance
• brand switching
• new product forecasting

focuses on how learning can be modified through incentives and offers, counteroffers, and other forms of rewards and punishments

• relationship between marketers and consumers in the marketplace often resembles a negotiation
• it may seem that marketers hold the cards because it is their intention to change the consumer's ________
• the consumer always hold the trump card: choice

process in which the frequency of occurs of a bit of behavior is modified by the consequences of that behavior

• especially releavnt to low-involvement purchases
• behavior is most easily modified when little thought is necessary for adequate decision making

• characteristics of the model
• characteristics of the modeled behavior
• characteristics of the observers
• characteristics of the modeled behavior consequences

alternative to behavior analysis that emphasizes the thinking rather than the doing aspects of learning

4 step process:

1. formulation of hypotheses
2. exposure
3. encoding
4. integration

the whole adds up to more than the sum of its parts

- the most effective point-of purchase materials are those that use colors and shapes in an arresting way not typically found in the surrounding environment

• research has shown that brand attitude and preference is influenced by _____-_____
• if consumers perceive themselves as using a specific brand, they infer they must like it

• __________ learn about products from various sources (e.g. advertising, promotion, word-of-mouth communication)
• but _______ don't learn everything they needed to know to help them judge these products
• so ______- fill in the remaining information by making _________

1. ease of use
2. versatility
3. durability
4. serviceability
5. performance
6. prestige

• funtional
• aesthetic/emotional
• social
• situational
• curiosity

• inducing need recognition
  • to activate consumer motives and thus guide marketplace behavior, the marketers must steer the consumer from an actual state to a desired state
• triggering motivation through need-benefit segmentation
• triggering subconscious motivation

affective responses that reflect the activation of deep-seated and value-laden beliefs within the consumer

-evocation of a beliefs generates a corresponding _________

- different _________ are triggered by different beliefs

• people purchase and use products and services in order to experience certain emotional states or to acheive emotional goals

affective state that is general and pervasive

•  much less intense than emotions
• whereas consumers may be aware of their emeotions, they are much less conscious of _____ and the effect ______ have on marketplace behavior

• service encounters
• point-of-purchase stimuli
• communications

• marketers have several opportunities to induce positive moods in consumers
• service encoutners
• point-of-purchase contact
• marketing communications

(a consumer's perception of his or her own personality identity), needs and values

- a personal factor

• perceived risk
• product differentiation
• hedonic value
• product conspicuousness

• purchase occasion
• social pressure
• decision imminence
• decision irrevocability

psychological association between a product or brand and an attribute or feature of that product or brand

- are cognitive (based on knowledge) as opposed to affective (Based on feelings)

- the stronger the association of features with the product or brand, the stronger the consumer's _____

• competitors
• use/application
• product attributes
• celebrity/person
• realtive price
• product class/category
• intangibles
• lifestyle/personality
• customer benefits

measures our beliefs about 1 product or brand

- looks at brands in isolation

1. Change B_i - marketers can communicate to consumers that the brand no longer has a negative attribute consumers believe it to have or possesses a positive attribute of which they are unaware
2. Change E_i - marketers can convince consumers to reasses their evalutaion of a particualr attribute of a brand
3. Add a new B_i/E_i combination - marketers can introduce a new, often unexpected attribute to increase the overall attractivness of their brand

• model guides the marketers to identify those attributes most important in causing consumers to develop positive (or negative) attitude toward the purchase of a product
• changing attitude toward purchase
• changing subjective norms

• the value of the _______ __ _____ is its focus on consumption behavior rather than purchase behavior
• to do this, marketers have to go beyond cotnrolling the purchase act and seek to encourage, support, and reward the consumption act

explain different levels of consumer response to advertising

 - first model still used today is the AIDA model

• Attention
• Interest
• Desire
• Action

awareness --> acceptance -->  preference --> buying intention

v

v

v

trial or purchase

• what is the message relevance to the consumer?
• does the consumer have a high need for cognition
• who has purchase responsibility?

two essential components

1. expertise
2. trustworthiness

refers to the emotional versus factual appeal of a message

• factual vs. emotional appeals

implicit conclusions

(part of message execution)

explict conclusions

(part of message execution)

implicit vs. explicit conclusions

(part of message execution)

• subtle persuasion
• consumer involvement

self-reference

(part of message execution)

evaluative information

(part of message execution)

one in which the product is compared directly with a competing product in terms of one or more product features

works best when:

1. the message uses factual rather than evaluative information
2. promoting a new rather than an established brand
3. the message is communicated through a credible rather than a noncredible source

effective selection depends on understanding targeted consumers and their media-use habits

• television
• radio
• magazines
• newspapres
• billboards
• transit advertising
• direct mail
• telemarketing
• in-store advertising
• internet

- each media category is made up of several of these

- there are many syndicated soruces of research information on general media audiences and in some cases audiences for specific media vehciles

extent to which messages inserted in certain media vehicles will be exposed to the audience

- media vehicles may be selected on the basis of this, aka the maximum exposure they can provideto their target audience

• reach
• editorial content

number of times consumers are potentially exposed to an ad

- advertisers must realize that what is purchased is potential exposure

- still, getting exposure is the key, becuase no progress can be made witout it