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ConSci 543
Exam 2
59
Advertising
Undergraduate 3
11/09/2009

Additional Advertising Flashcards

 


 

Cards

Term
Motivational strength
Definition
degree of willingness to expend energy to reach a goal
Term
Drive theory
Definition
biological needs that produce unpleasant states of arousal (e.g., hunger)
Term
Expectancy theory:
Definition
behavior is pulled by expectations of achieving desirable outcomes
Term
Biogenic
Definition
biological needs, such as for air, water, food
Term
Psychogenic
Definition
need for status, power, affiliation
Term
Utilitarian:
Definition
need for tangible attributes of a product, such as miles per gallon in a car or calories in a cheeseburger
Term
Hedonic:
Definition
needs for excitement, self-confidence, fantasy
Term
Approach - Approach
Definition
Two desirable alternatives
cognitive dissonance
Term
Approach-Avoidance
Definition
-Positive and negative aspects of desired product
-Guilt of desire occurs
Term
Avoidance-Avoidance
Definition
-Facing a choice with 2 undesirable alternatives
Term
Permission marketing
Definition
marketer will be much more successful in persuading consumers who have agreed to let him try
Term
M-Commerce
Definition
Marketers promote goods and services via wireless devices
Term
Source effects
Definition
The same words by differant people can have very different meanings
Term
Sleeper Affect
Definition
Overtime, disliked sources can still get a message across effectively
Term
Knowledge bias:
Definition
source’s knowledge about a topic is not accurate
Term
Reporting Bias
Definition
Source has required knowledge but sources willingness to convey it is compromised
Term
Buzz
Definition
Authentic message generated by customers
Term
Hype
Definition
Inauthentic message generated by corp propoganda
Term
Source attractiveness
Definition
Percieved social value of source
Ex: physical appearance
Personality
Social Status
similiartity
Term
halo affect
Definition
people who rank high on one dimension are assumed to excel at other dimensions
EX: goodlooking people are thought to be smarter
Term
Match-up hypothesis
Definition
celebrity’s image and that of product are similar
Term
Visual Message
Definition
Big emotional impact
Term
Verbal Message
Definition
High involvement situations
-factual info
- more effective reinforced by a framed picture
Term
One-Sided Arguments
Definition
supportive arguments
Term
Two Sided arrangements
Definition
Both positive and negative information
Term
Comparative Advertising
Definition
Message compares 2+ recognizable brands on specific attributes

"Unlike mcdonalds, all of arbys chicken sandwhichs are made of 100% all natural chicken
Term
Allegory
Definition
Story about an abstract concept personified in a fictional character
Term
Metaphor
Definition
2 Dissimilar objects in a close relationship ("A is B")
Term
Simile
Definition
Compares 2 objects "A is like B"
Term
Resonance
Definition
PLay on words with pictures
Term
Attitude
Definition
A lasting, general evaluation of people, objects advertisements, or issues
Term
AFFECT
Definition
the way a consumer feels about an attitude object
Term
Behavior
Definition
persons intentions to do something regard to an attitude object
Term
Cognition
Definition
Beliefs a consumer has about an attitude object
Term
Social Judgment Theory
Definition
We assimilate new info about attitude objects in light of what we already know/feel
Term
multi-attribute model
Definition
consumers attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object
Term
Theory of reasoned
Definition
considers other elements of predicting behavior
Term
Social pressure
Definition
acknowledge the power of other people in purchasing decision
Term
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
Definition
Fishbein models
Term
Theory of Trying
Definition
Measure the reasoned action consumers take to reach a goal
Term
Attitude-tracking program
Definition
increases predictability of behavior by analyzing attitude trends during extended time period
Term
Motivation
Definition
process that leads people to behave as they do
Term
Goal
Definition
Consumers desired end state
Term
Drive
Definition
Degree of consumer arousal
Term
Want
Definition
Manifestation of consumer need
Term
Involvement
Definition
percieved relevance of an object based on ones needs, values and interest
Term
Inertia
Definition
Consumption at the low end of involvement
Term
Cult product
Definition
command feirce consumer loyalty, devotion, and even worship by consumers who are highly involved
Term
product involvement
Definition
consuemrs level of interest in a product
Term
Vigilante marketing
Definition
freelancers and fans film their own commercials for favorite products
Term
Purchase situation involvement
Definition
Differences that occur when buying the same object for different contexts.
Term
Consumer generated content
Definition
Everyday people voice their opinons about products brands and companies on blogs podcasts and social networking sites
Term
Value
Definition
a belief that some condition is preferable to its opposite
Example: looking younger is preferable to looking older
Term
Core Values
Definition
values shared within a culture
Term
Enculturation
Definition
Learning the beliefs and values of ones own culture
Term
Acculturation
Definition
learning the value system and behaviors of another culture
Term
Syndicated surveys
Definition
track changes in values via large-scale surveys
Term
Voluntary Simplifiers
Definition
Once basic material needs are satisfied, additional income does not add to happiness
Term
Conscientious consumerism
Definition
consumer’s focus on personal health merging with a growing interest in global health
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