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| the totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, and ideas by humans decision-making units (over time). |
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| a product, service, activity, or idea offered by a marketing org. to consumers. |
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| the process by which a comsumer comes to own an offering |
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| the process by which a consumer uses an offering |
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| the process by which a consumer discards an offering |
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| the typical or expected behaviors, norms, and ideas that characterize a group of people |
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| a group of people we compare ourselves with for information regarding behavior, attitudes, or values. |
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| external signs that we use to express our identity |
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| a social and managerial process through which individuals and groups obtain what they need and want by creating and exchanging products and value with others |
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| data originating from a researcher and collected to provide information relevant to a specific research project |
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| data collected for some other purpose that is subsequently used in a research project |
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| a written instrument that asks consumers to respond to a predetermined set of research questions |
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| a form of interview involving 8 to 12 people; a moderator leads the group and sks participants to discuss a product, concept, or other marketing stimulus |
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| a research method by which consumers are asked to tell stories about product acquisition, usage, or disposition experiences that assist marketers to gain insight of consumer needs and to identify product attributes that meet those needs |
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| the "treatment" or the entity that researchers vary in a research project |
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| a study in which the effectiveness of one or more elements of the marketing mix is examined by evaluating sales of the product in an actual market, e.g. Las Vegas |
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| a research technique to determine the relative importance and appeal of different levels of an offering's attribute |
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| in-depth qualitative research using observations and interviews (often over repeated occasions) of consumers in real world surroundings. Often used to study the meaning that consumers ascribe to a product or consumption phenomenon |
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| searching for patterns in a company database that offer clues to customer needs, preferences, and behaviors |
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| a nonprofit org. that sponsors research on topics relevant to the foundation's goals |
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| a professional org. made up of marketers in the same industry |
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| an inner state of arousal that provides energy needed to achieve a goal |
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| processing information in a way that allows consumers to reach the conclusion that they want to reach |
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| self-reported arousal or interest in an offering, activity, or decision |
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| long-term interest in an offering, activity, or decision |
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| temporary interest in an offering, activity, or decision, often caused by situational circumstances |
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| interest in thinking about and learning information pertinent to an offering, activity, or decision |
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| interest in expending emotional energy and evoking deep feelings about an offering, activity, or decision |
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| interst in certain decisions and behaviors |
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| something that has a direct bearing on the self and has potentially significant consequences or implications for our lives |
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| our mental view of who we are |
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| beliefs about what is right, important, or good |
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| an internal state of tension caused by disequilibrium from an ideal/desired physical or psychological state |
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| needs that motivate the search for offerings that solve consumption-related problems |
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| needs that relate to how we perceive ourselves, how we are perceived by others, how we relate to others, and the esteem in which we are held by others |
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| needs that relate to sensory pleasure |
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| approach-avoidance conflict |
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| a feeling of conflictedness about acquiring or consuming an offering that fulfills one need but fails to fulfill another |
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| approach-approach conflict |
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| a feeling of conflictedness about which offering to acquire when each can satisfy an important but different need |
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| avoidance-avoidance conflict |
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| a feeling of conflictedness about which offering to acquire when niether can satisy an important but different need |
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| outcomes that we would like to achieve |
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| a theory of emotion that proposed that emotions are based on an individual's assessment of a situation or an outcome and its relevance to his or her goals |
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| the extent to which the consumer is uncertain about the consequences of an action, e.g. buying, using, or disposing of an offering |
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| uncertainty about whether the offering will perform as expected |
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| the extent to which buying, using, or disposing of an offering is perceived to have the potential to create financial harm |
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| the extent to which buying, using, or disposing of an offering is perceived to have the potential to create physical harm |
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| the extent to which buying, using, or disposing of an offering is perceived to have the potential to do harm to one's social standing |
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| the extent to which buying, using, or disposing of an offering is perceived to have the potential to create negative emotions or harm one's sense of self |
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| uncertainties over the length of time consumers must invest in buying, using, or disposing of the offering |
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| the process by which the consumer comes in physical contact with a stimulus |
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| information about offerings communicated either by the marketer via ads, salespeople, brand symbols, packages, signs, prices, and so on or by non-marketing sources, e.g., the media or word of mouth |
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| use of remote control to switch channels during commercial breaks |
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| the process by which an individual allocates part of his or her mental activity to a stimulus |
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| the nonconscious processing of stiuli in peripheral vision |
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| the intensity of stimuli that caused them to stand out relative to the environment |
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| the extent to which a stimulus is capable of being imagined |
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| the process by which a stimulus loses its attention-getting abilities by virtue of its familiarity |
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| the process by which incoming stimuli activate our sensory receptors; eyes, ears, taste buds, skin, and so on |
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| the minimal level of stimulus intensity needed to detect a stimulus |
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| differential threshold/just noticable difference j.n.d. |
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| the intensity difference neede between two stimuli before they are perceived to be different |
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| the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different |
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| the activation of sensory receptors by stimuli presented below the perceptual threshold |
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| the process by which stimuli are organized into meaningful units |
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| according to this principle, people interpret stimuli in the context of a background |
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| accourding to this principle, individuals have a need to organize perceptions so that they form a meaningful whole |
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| the tendency to group stimuli to form a unified picture or impression |
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| the tendency to perceive more value in a whole than in the combined parts that make up a whole |
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| information we already have in memory |
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| the way n which knowledge is organized. |
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| the process of labeling or identifying an object. involves realting what we perceive in our external environment to what we already know |
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| the process of deepening understanding involves using prior knowledge to understand more about what we have categorized. |
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| the set of associateions linked to a concept |
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| a subset of salient and feeling-related associations stored in a brand schema. |
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| the set of asociations that reflect the personification of the brand |
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| a special type of schema that represent knowledge of a sequence of actions involved in performing an activity |
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| a group of objects that are classified in an orderly and ofter hierarchically based schema based on their similarity to one another |
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| the fact that category members vary in how well they represent a category |
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| the best example of a cognitive (mental) category |
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| the extent to which two or more associations linked to a schema go together |
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| the broadest level of category organization containing different objects that share few associations but are still members of the category. |
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| a level of categorization below the superordiante category that contains objects in more refined categories |
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| a level of categorization below the basic level that contains objects in very finely differentiated categories |
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| things that are viewed as belonging in the same category because they serve the same goals |
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| the extent to which the receiver accurately undersatnds the message a sender intended to communicate |
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| reflects what we understand, regardless of whether this understanding is accurate. |
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| inaccurate understanding of a message |
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| the ease with which information is processed |
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| how attitudes influence our thoughts |
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| how attitudes influence our feelings |
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| how attitudes influence our behavior |
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| the degree to which we like or dislike something |
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how easily an attitude can be remembered
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| how strongly we hold an attitude |
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| how long our attitude lasts |
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| how difficult it is to change an attitude |
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| when our evaluations regarding a brand are mixed (both positive and negative) |
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| the attitude formation and change process when effort is high |
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| peripheral-route processing |
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| the attitude formation and change process when effort is low |
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| thoughts we have in response to a communication |
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| CAs - thoughts that disagree with the message |
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| SAs thoughts that agree with the message |
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| SDs- thoughts that discount or attack the source of the message |
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| a widely used model that explains how attitudes form and change |
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| theory of reasoned action |
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| TORA - a model that provides an explanatnion of how, when, and why attitudes predict behavior. |
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| a act - how we feel about doing somehting |
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| SN - how others feel about our doing something |
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| how other people influence our behavior through social pressure |
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| theory of planned behavior |
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| an extension of the TORA model that predicts behaviors over which consumers perceive they have control |
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| extent to which the source is trustworthy, expert, or has status |
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| consumers forget the source of a message more quickly than they forget the message |
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| a presentation that features the best or central merits of an offering in a convincing manner |
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| a marketing message that presents only positive information |
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| a marketing message that presents both positive and negative information |
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| messages that make direct comparisions with competitors |
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| expending emotional energy and feightened feelings regarding an offering or activity |
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| when comsumers geverate feelings and images in response to a message |
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| messages designed to elicit an emotional response |
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| a source characteristic that evokes favorable attitudes if a source is physically attractive, likable, familiar, or similar to ourselves |
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| the ideat hat the source must be appropriate for the product/service |
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| messages that stress negative consequences |
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| TMT - a theory which deals with how we cope with the threat of death by defending our world view of values and beliefs |
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| Whether the consumer likes or dislikes an ad. |
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| ultitarian (functional) dimension |
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| when an ad provides information |
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| when an ad creates positive or negative feelings |
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| peripheral route to persuasion |
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| aspects other than key message arguments that are used to influence attitudes |
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| easily processed aspects of a message, such as music, an attractive source or picture, or humor |
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| evaluations made after very brief observations |
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| beliefs based on peripheral cues |
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| simple rules of thumb that are used tomake judgments |
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| belief based simply on the nubmer of supporting arguments or amount of repetition |
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| when consumers believe a statement simply because it has been repeated a number of times |
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| relating a message to one's own experience or self-image |
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| an ad in which the brand is not identified until the end of the message |
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| learning that occurs from repetition rather than from conscious processing |
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| when familiarity leads to a consumer's liking an object |
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| becoming bored with a stimulus |
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producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this respons
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| explains how attitudes toward the ad influence brand attitudes |
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| transformational advertising |
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| ads that try to increase emotional involvement with the product or service |
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| ads with characters, a plot, and a story |
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