Term
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Definition
Product - goods, services
Place - distribution
Promotion - advertising
Price - value, need |
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Term
| Actions we are interested in |
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Definition
| Buying, supporting, donating, voting |
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Term
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Definition
| Nope. They can influence us and make us think about action, but they cannot make us act. |
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Term
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Definition
| The extent to which processing activity is devoted to a particular stimulus |
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Term
| Behavioral Learning Theories |
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Definition
| Classical conditioning and instrumental conditioning |
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Term
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Definition
| A brand that has strong positive associations in a consumer's memory and commands a lot of loyalty |
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Term
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Definition
| Consumer to consumer, business to business, business to consumer |
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Term
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Definition
| Intended audience: single women |
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Term
| Cognitive Dissonance Theory |
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Definition
| We look for a way to reduce inconsistency (or dissonance) and we eliminate unpleasant tension |
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Term
| Cognitive Learning Theories |
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Definition
| Approaches that stress the importance of internal mental processes; this perspective views people as problem solvers who actively use information from the world around them to master their environment |
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Term
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Definition
| Consumer interest in global health and "going green" |
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Term
| Consumer Generated Content |
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Definition
| Everyday people voice their opinions about products, brands, and companies online |
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Term
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Definition
| The chart from the powerpoint - It is important that we are familiar with its content to be sure we do not violate any laws when packaging, promoting, and advertising products in the future |
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Term
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Definition
| A person who sees a need or desire, makes a purchase, and disposes of the product |
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Term
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Definition
| Web groups where members share views and product recommendations online |
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Term
| The Dark Side of Consumption |
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Definition
| Consumer terrorism, compulsive consumption, illegal activities |
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Term
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Definition
| The defacement or alteration of advertising materials as a form of political expression; strategy to disrupt corporate influence on our cultural landscape |
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Term
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Definition
| Tracking consumers' buying habits very closely (data mining) then crafting products and messages tailored precisely to people's wants and needs based on this information |
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Term
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Definition
The ability of the sensory system to detect changes or differences among stimuli
Also: Just Noticeable Difference (JND) - the smallest change in stimuli that can be detected - Weber's Law |
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Term
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Definition
Biological needs that produce unpleasant states of arousal
Focuses on biological need
Originates with an unpleasant feeling = arousal of tension |
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Term
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Definition
| Ability to store and retrieve information |
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Term
| Ethnic Food, top categories in the US |
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Definition
Mexican: 55.4%
Asian: 26%
Indian: 1.2% |
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Term
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Definition
| The perspective that behavior is largely "pulled" by expectations of achieving desirable outcomes, or positive incentives, rather than "pushed" from within |
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Term
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Definition
| Occurs when a stimulus comes within range of someone's sensory receptors |
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Term
| Five Second Ads - why they are used |
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Definition
| People with DVR skip over commercials, and these advertisements make their point before the viewer can fast forward |
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Term
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Definition
Dedicated to the science of flavor
ex - analyzing and creating ingredients |
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Term
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Definition
| Tendency to react to other, similar stimuli in the same way as the original way |
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Term
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Definition
| Most basic of sense; we learn this sense before vision and smell |
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Term
| Healthy Living memory example |
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Definition
| Our brains' memory works similarly to the web shown in class; as one node is activated, other nodes associated with it also begin to be triggered; schemas are developed that clump together information |
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Term
| Hofstede's Cultural Dimensions |
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Definition
Power distance
Individualism
Masculinity
Uncertainty avoidance
Long-term orientation |
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Term
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Definition
Unintentional acquisition of knowledge
Ex - recognizing brand names, jingles, etc. for products that we ourselves do not even use |
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Term
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Definition
| The meaning we assign to sensory stimuli, which is based on a schema |
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Term
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Definition
| Motivation to process product related information based on their needs, values, and interest; perceived relevance of an object based on one's needs, values, and interests |
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Term
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Definition
| A Japanese philosophy that translates customers' feelings into design elements |
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Term
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Definition
| Robot mouths that taste and analyze; determine whether foods, medicines, and other products to be tastes are too bitter, etc. |
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Term
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Definition
| Acquiring or modifying existing knowledge, behavior, skills, values, or preferences |
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Term
| What did the Levi's jeans ad demonstrate? |
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Definition
| Episodic advertising - shows a narrative; we are more likely to personally identify with advertisements that illustrate some sort of narrative |
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Term
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Definition
| A strategy that deliberately hides a products' origin |
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Term
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Definition
1: Physiological needs (food, sleep, water)
2. Safety needs (security, shelter, protection)
3. Belongingness needs (love, friendship, acceptance by others)
4. Ego needs (prestige, status, accomplishment)
5. Self-actualization (self fulfillment, enriching experiences)
*According to Maslow, we must achieve each stage of the hierarchy in this order; we cannot reach self-actualization without first achieving the steps leading up to it |
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Term
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Definition
| The importance consumers attach to worldly items |
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Term
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Definition
| Narrative, autobiographical - we respond well to this type of advertising |
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Term
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Definition
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Term
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Definition
Imitating the behavior of others
For modeling to occur, the consumer must attend to the model, must remember what the model does and says, the consumer must convert new information, and must be motivated to perform actions |
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Term
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Definition
| Refers to the process that leads people to behave as they do |
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Term
| Multitasking and evidence against it |
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Definition
Multitasking is NOT effective
College students were separated into two groups: one with laptops, one without, and were then given quizzes to complete. The ones without the laptops performed significantly better on the quiz than those with laptops. |
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Term
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Definition
| Company devoted to making music (and now scents, etc.) in order to affect the behavior of customers |
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Term
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Definition
Need: a basic biological motive
Want: form of consumption chosen to satisfy a need; extension of a need |
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Term
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Definition
| Learning by observing the actions of others |
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Term
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Definition
| The immediate response to a change in the environment when that change is not sudden enough to elicit the startle reflex |
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Term
| Pantone/Color of the Year |
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Definition
Pantone officially decides the color of the year
Color of 2012: Tangerine Tango
2008's Color of the Year was Blue Iris, which had an emotional and soul-searching feeling to it |
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Term
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Definition
| The process by which sensations are selected, organized, and interpreted |
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Term
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Definition
| The music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market |
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Term
| Psychographics and Lifestyles |
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Definition
| Aspects of a person's lifestyle or personality: values, attitudes, interests, sense of self, sense of belonging, activities we do in our spare time |
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Term
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Definition
| Makes learning faster; more exposure = more brand awareness |
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Term
| DDB Advice on Retro Brands |
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Definition
1. Facilitate Rediscovery
2. Connect with Timeless Values
3. Be True to the old, but Contemporize
4. Build a Community |
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Term
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Definition
| Perspective that much of consumer behavior resembles actions in a play |
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Term
| Rory Sutherland Ted Talk - the point he makes; Shreddies example |
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Definition
Shreddies ad: Advertised "new" diamond-shaped cereal
The point: ads should focus on strengthening old things |
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Term
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Definition
| Signs, symbols, and assignment of meaning |
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Term
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Definition
| Touch, smell, feel, sight |
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Term
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Definition
| affects feeling and behavior - STM: this sense lasts for a few seconds |
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Term
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Definition
| Process occurs when the behavior caused by a reaction to one stimulus occurs in the presence of other similar stimulus |
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Term
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Definition
| Purpose: to construe liberal bias - the dark side of consumption |
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Term
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Definition
Stimulus is below awareness
Evidence does not support that this is a very effective advertising strategy |
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Term
| Texas demographics (vs. U.S.) |
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Definition
Age: Under 18
TX - 27%, US - 24%
Gender: Female
TX - 50%, US - 50%
Education: Bachelor's or higher over the age of 25
TX - 25%, US - 27%
Income: Median household income
TX - $123,500, US - $188,400
Race/Ethnicity: Hispanics
TX - 37%, US - 16% |
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Term
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Definition
| Color combinations that become strongly associated with a corporation |
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Term
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Definition
| Used to promote women's financial independence in their own homes and to encourage them to spend money |
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Term
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Definition
| Belief that some condition is preferable to its opposite |
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Term
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Definition
| Color provokes emotion - reactions are both biological and culturally based |
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Term
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Definition
Identify as:
Open to new experiences
Following their own path in life
Information-savvy and confident consumers
Desirous of intangibles in life (experiences and emotions)
Having their life priorities in order
Eschewing brands as badges
Women account for the majority of wine purchases
Enjoy wine in small, intimate gatherings and choose it for reasons that speak to enhancing an experience - social, romantic |
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Term
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Definition
| Spend less time with family and friends, less time shopping in stores, more time working at home after hours |
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