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| degree of willingness to expend energy to reach a goal |
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| biological needs that produce unpleasant states of arousal (e.g., hunger) |
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| behavior is pulled by expectations of achieving desirable outcomes |
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| biological needs, such as for air, water, food |
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| need for status, power, affiliation |
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| need for tangible attributes of a product, such as miles per gallon in a car or calories in a cheeseburger |
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| needs for excitement, self-confidence, fantasy |
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Two desirable alternatives
cognitive dissonance |
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-Positive and negative aspects of desired product
-Guilt of desire occurs |
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| -Facing a choice with 2 undesirable alternatives |
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| marketer will be much more successful in persuading consumers who have agreed to let him try |
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| Marketers promote goods and services via wireless devices |
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| The same words by differant people can have very different meanings |
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| Overtime, disliked sources can still get a message across effectively |
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| source’s knowledge about a topic is not accurate |
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| Source has required knowledge but sources willingness to convey it is compromised |
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| Authentic message generated by customers |
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| Inauthentic message generated by corp propoganda |
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Definition
Percieved social value of source
Ex: physical appearance
Personality
Social Status
similiartity |
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Definition
people who rank high on one dimension are assumed to excel at other dimensions
EX: goodlooking people are thought to be smarter |
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| celebrity’s image and that of product are similar |
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High involvement situations
-factual info
- more effective reinforced by a framed picture |
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| Both positive and negative information |
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Message compares 2+ recognizable brands on specific attributes
"Unlike mcdonalds, all of arbys chicken sandwhichs are made of 100% all natural chicken |
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| Story about an abstract concept personified in a fictional character |
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| 2 Dissimilar objects in a close relationship ("A is B") |
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| Compares 2 objects "A is like B" |
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| PLay on words with pictures |
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| A lasting, general evaluation of people, objects advertisements, or issues |
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| the way a consumer feels about an attitude object |
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| persons intentions to do something regard to an attitude object |
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| Beliefs a consumer has about an attitude object |
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| We assimilate new info about attitude objects in light of what we already know/feel |
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| consumers attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object |
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| considers other elements of predicting behavior |
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| acknowledge the power of other people in purchasing decision |
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Doesn’t deal with outcomes of behavior, including those beyond consumer’s control
Doesn’t consider unintentional behavior, such as impulsive acts or novelty seeking
Doesn’t consider that attitudes may not lead to consumption
Doesn’t consider the time frame between attitude measurement and behavior
Doesn’t differentiate between consumer’s direct, personal experience, and indirect experience |
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Definition
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| Measure the reasoned action consumers take to reach a goal |
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| Attitude-tracking program |
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| increases predictability of behavior by analyzing attitude trends during extended time period |
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| process that leads people to behave as they do |
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| Consumers desired end state |
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| Degree of consumer arousal |
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| Manifestation of consumer need |
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| percieved relevance of an object based on ones needs, values and interest |
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| Consumption at the low end of involvement |
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| command feirce consumer loyalty, devotion, and even worship by consumers who are highly involved |
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| consuemrs level of interest in a product |
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| freelancers and fans film their own commercials for favorite products |
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| Purchase situation involvement |
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| Differences that occur when buying the same object for different contexts. |
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| Consumer generated content |
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Definition
| Everyday people voice their opinons about products brands and companies on blogs podcasts and social networking sites |
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Definition
a belief that some condition is preferable to its opposite
Example: looking younger is preferable to looking older |
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Definition
| values shared within a culture |
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| Learning the beliefs and values of ones own culture |
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| learning the value system and behaviors of another culture |
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| track changes in values via large-scale surveys |
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Definition
| Once basic material needs are satisfied, additional income does not add to happiness |
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| Conscientious consumerism |
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Definition
| consumer’s focus on personal health merging with a growing interest in global health |
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