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marketing 431
mkt
74
Marketing
Undergraduate 4
03/03/2016

Additional Marketing Flashcards

 


 

Cards

Term
Consumer Behavior
Definition
The totality of consumers decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision making units
Term
Components
Definition
Goods, Services, Activities, experiences, people, and ideas
Term
Offering
Definition
Product, service, activity, experience, or idea offered by a MMKT organization to consumers
Term
CB more than buying is
Definition
Acquisition, Usage, Disposition
Term
Four DOmains
Definition
1. Consumer Culture 2. Psychological Core 3. Process of making decisions 4. Consumer behavior outcomes and issues
1: Social influences on CB, Consumer diversity, Household/Social Influences, Psychographics/Values/Personality/Lifestyles
2: Motivation/Ability/Opportunity, Exposure to comprehension, Memory/knowledge, Attitude formation/change
3: Problem recognition/info search, Judgment decision-making, Post-decision making
4: Innovations/Adaptions resistance/diffusion, Symbolic consumer behavior, Marketing/ethics/social responsibility
Term
Beneficiaries
Definition
Market managers, advertisers, ethicists, scholars, media, consumers’ segmentation, customer relationships
Term
Culture
Definition
The typical or expected behaviors, norms, and ideas that characterize a group of people
Term
Motivation
Definition
an inner state of arousal that provides energy needed to achieve a goal
Personal relevance, values, needs, goals. Perceived risk. Moderate inconsistency with attitudes
Term
Abilitiy
Definition
Financial, cognitive, emotional, physical, and social. Education/age.
High effort behavior, High effort info processing
Term
Felt Involvement
Definition
self reported arousal or interest in an offering activity or decision
Term
Enduring Involvement
Definition
Long-term interest
Term
Situational Involvement
Definition
Interest in an offering
Term
Cognitive Involvement
Definition
Interest in thinking about and learning info pertinent to an offering
Term
affective involvement
Definition
Interest in expending emotional energy and evoking deep feelings about an offering
Term
Opportunity
Definition
Time, Distractions, complexity, amount, repetition, control of info
Term
Personal Relevence
Definition
Self baring, significant consequences
Term
Self Concept
Definition
Our mental view of which we are
Term
Values
Definition
Abstract-enduring beliefs about what is right/wrong, good/bad
Term
Need
Definition
Tension from desired physical/psycho state
Term
Maslow Hierarchy of needs
Definition
: Self-actualization, Egoistic, Social (Non Social), Safety, Psychological
Term
Appraisal Theory
Definition
Whether a consumer feels good or bad about something depends on whether it is consistent or inconsistent with his/her goals
Term
Perceived Risk
Definition
The extent of which a consumer is uncertain about the personal consequences of buying, using, or disposing of an offering
Term
Perceived Risk Factors
Definition
Lack of Info, Newness, high price, complex technology, brand differentiation
Term
Exposure
Definition
The process by which the consumer comes in physical contact with a stimulus
Term
Market Stimuli
Definition
Info about offerings communicated either by the marketer or by non-marketing sources
Term
Exposure
Definition
Selective exposure, Gaining exposure
Term
Exposure Factors
Definition
Product distribution, shelf placement
Position of an ad within a medium
Term
Attention
Definition
Focal, non focal, pre attentive, habituation
Term
Attention
Definition
How much mental activity a consumer devotes to a stimulus
Term
pre attentive
Definition
the non-conscious processing of stimuli in peripheral vision
Term
Habituation
Definition
The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity
Term
Perception
Definition
Sensory processing, perceptual thresholds, perceptual organization
The process of determining the properties of stimuli using vision, hearing, taste, smell, and touch
Term
Comprehension
Definition
Source identification, message comprehension, consumer inferences
Term
SOurce Identification
Definition
the process of determining what the stimulus that we have detected actually is
Term
Message/COnsumer Comprehension
Definition
the process of extracting higher-order meaning from what we have perceived in the content of what we already know
Term
Grouping
Definition
Tendency to group stimuli to form a unified picture or impression
Term
Objective Comprehension
Definition
The extent to which consumers accurately understand the message a sender intended to communicate
Term
Subjective Comprehenson
Definition
What the consumer understands from the message, regardless of whether this understanding is accurate
Term
Webers Law
Definition
The stronger the initial stimulus the greater the additional intensity needed for the second stimulus to be perceived as different
Term
Absolute Threshold
Definition
The minimum level of stimulus intensity needed to detect stimulus
Term
Perceptual fluency
Definition
The ease with which information is processed
Term
COnsumer Memory
Definition
The persistence of learning overtime via the storage and retrieval of information, either consciously or unconsciously
Term
Sensory
Definition
input from the five senses stored temporarily in memory
Term
Working Memory
Definition
the portion of memory where incoming info is encoded or interpreted in the context of existing knowledge and kept available for more processing.
Term
long term memory
Definition
the part of memory where information is permanently stored for later use
Term
Episodic memory
Definition
Knowledge we have about ourselves and our personal past experiences
Term
Semantic Memory
Definition
general knowledge about an entity, detached from specific episodes.
Term
Explicit memory
Definition
when consumers are consciously aware that they remember something
Term
Implicit Memory
Definition
memory without any conscious attempt at remembering something.
Term
Schema
Definition
The set of associations linked to a concept
Term
Scripts
Definition
Represents our knowledge of a sequence of actions involved in preforming and activity
Term
Associative Networks
Definition
a set of concepts connected by links. When on is activated, others may become activated via the links
Term
retrieval
Definition
the process of remembering or accessing what was previously stored in memory.
Term
interface
Definition
memory weakens overtime because of competing memories
Term
Recognition
Definition
process of identifying whether we have previously encountered a stimulus when re-exposed to it.
Term
Recall
Definition
the ability to retrieve information from memory without being re-exposed to it.
Term
Elaboration
Definition
Transferring information into long-term memory by processing it at a deep level.
Term
Priming
Definition
the increased sensitivity to certain concepts and associations due to prior experiences based on implicit memory
Term
Primary and recency
Definition
the tendency to show greater memory for info that comes first or last.
Term
Retrieval Cue
Definition
A stimulus that facilitates the activation of memory
Term
Interference
Definition
when the strength of a memory is lost over time because of competing memories.
Term
Direct or Imagined Experiences
Definition
Elaborating on actual experiences with a product or service (or even imagining what that experience could be like) can help consumes form positive or negative attitudes.
Term
Reasoning by analogy category
Definition
Consumers also form attitudes by considering how similar a product is to other products or to a particular category.
Term
Value Driven Attitudes
Definition
The way values shape your attitudes towards brands.
Term
SOcial Identity Based attitudes
Definition
The way that consumers view their own social identities can play a role in forming their attitudes towards products or brands.
Term
Analytical Procceses
Definition
consumers sometimes use more analytical process of attitude formation in which, after being exposed to marketing stimuli or other information, they form attitudes based on their cognitive response
Term
Cognitive Response
Definition
: Thought we have in response to a communication
Term
FOundations of attitudes
Definition
Researchers have proposed various theories to explain how thoughts are related to attitudes when consumers devote a lot of effort to processing information and making decisions.
Term
Cognitive Model
Definition
1. Direct or imagined experiences 2. Reasoning by analogy or category 3. Values driven attitudes 4 social identity-based attitude generation 5. Analytical process of attitude construction, including expectancy-values models such as the theory of reasoned action and the theory of planned behavior.
Term
Belief Disrepenct
Definition
when a message is different from what consumers believe
Term
Normative Influence
Definition
How other people influence our behavior through social pressure
Term
Comparative Message
Definition
a message that makes direct comparison with competitors
Term
EMotional Contigen
Definition
Marketers attempt to influence consumer’s attitudes by using appeals that elicit emotions.
Term
Fear Appeal
Definition
A message that stresses a negative consequences.
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