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Consumer Behavior
Chapters 10-13
27
Marketing
Undergraduate 3
06/29/2010

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Term
• Motivation
Definition
the reason for behavior
Term
• Maslows’ hierarchy of needs: is based on 4 premises
Definition
o All human acquire a similar set of motives through genetic endowment and social interaction
o Some motives are more basic or critical than others
o The more basic motives must be satisfied to a minimum level before other motives are activated
o As the basic motives become satisfied more advanced motives come into play
Term
how McGuire came up with 16 categories
Definition
Divides it up among the following:
1. Is the mode of motivation cognitive or affective?
2. Is the motive focused on preservation of the status quo or on growth?
3. Is this behavior actively initiated or in response to the environment
4. Does this behavior help the individual achieve a new internal or new external relationship to the environment
Term
manifest motives
Definition
motives that are known and freely admitted
Term
latent motives
Definition
describe above either were unknown to the consumer or were such that she was reluctant to admit them
Term
approach approach conflict
Definition
a consumer who much choose between two attractive alternatives
Term
– approach avoidance conflict
Definition
a consumer facing a purchase choice with both positive and negative consequences
Term
avoidance avoidance conflict
Definition
a choice involving only undesirable outcomes
Term
personality:
Definition
an individual’s characteristic response tendencies across similar situations
Term
- Single trait theories
Definition
emphasize one personality trait as being particularly relevant to understanding a particular set o f behaviors
Term
• Consumer ethnocentrism
Definition
individual difference in consumers’ propensity to be biased against the purchase of foreign products
Term
• Need for cognition
Definition
an individual diff in consumers’ propensity to engage in and enjoy thinking
Term
• Consumers’ need for Uniqueness
Definition
: reflects an individual diff in consumers’ propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods
Term
brand personality
Definition
a set of human characteristics that become associated with a brand
Term
communicating brand personality
Definition
can serve as a way to target specific market segments. Three important advertising tactics are celebrity endorsers, user imagery (shows how to use it), and exceutional factors (the tone)
Term
attitude:
Definition
an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment
Term
attitude components
Definition
cognitive (beliefs), affective (feelings) and behavioral (response tendencies) look at figure 11-1 pg 393
Term
affective component
Definition
: feelings or emotional reactions to an object
Term
behavioral component
Definition
one’s tendency to respond in a certain manner toward an object or activity
Term
source characteristic
Definition
the source of a communication represents “who” delivers the message. The source of a message is important because consumers respond differently to the same message delivered by different sources
Term
source creditability
Definition
trustworthiness and expertise
Term
celebrity sources
Definition
celebrity sources are effective for various reasons: attentions, attitude toward the ad, trustworthiness, expertise, inspirational aspects, meaning of transfer, effectiveness
Term
fear appeals
Definition
the threat of negative (unpleasant) consequences if attitude or behavior are not alerted
Term
– humors appeals and humors ads
Definition
ads built around humor appear to increase attention to the liking of the ad, particularly for those individuals high in need for humor
Term
– emotional ads
Definition
designed primarily to elicit a positive affective response rather than to provide information or arguments
Term
One sided vs two sided messages
Definition
one-sided only one point of view is expressed, two sided presenting both good and bad points, is counterintuitive
Term
positive framing vs negative framing
Definition
refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive) or in negative or loss terms (negative framing)
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