Term
| What is consumer behavior |
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Definition
| The totality of consumer' decisions with respect to the accuisition, consumption and disposition of goods, services, time and ideas by human-decision making units over time. |
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Term
| what kinds of things effect consumer decisions? |
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Definition
| culture, behavior outcomes, decision process, psychological core |
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Term
| what kinds of things effect consumer decisions? |
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Definition
| culture, behavior outcomes, decision process, psychological core |
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Term
| what kinds of methods are used in consumer behavior |
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Definition
surveys
focus groups
interviews
obersavtion methods
experiments
diaries
storytelling
photography |
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Term
| what kinds of research methods are used to identify problems/topics for study/develop theories? |
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Definition
focus groups
in depth interviews
indirect techniques |
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Term
| what kind of methods are used to collect date that can be generalized to the "universe" |
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Definition
observation
large sample surveys
composition of the sample is more important than the actual size |
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Term
| What kind of method should you use to validate hypotheses/theory testing? |
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Definition
| experiments, field experiements |
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Term
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Definition
Co-variance
Time-ordering
Absence of alternative explanations |
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Term
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Definition
| defined with canon's of causation. the says that the effect must not happen in the absence of the cause |
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Term
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Definition
| defined with the canons of causation. says the effect must not happen before the cause. |
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Term
| Image for canon's of causation |
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Definition
Does x cause y?
does smoking cause heart disease? |
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Term
| a more realistic explanation of heart disease in regards to canon's of causation |
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Definition
| smoking, stress, drinking and chasing women ALL CAUSE heart disease |
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Term
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Definition
| a theory of how individiuals find explantions for events |
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Term
| when a product or company does not fulfill a consumers needs, how does a consumer explain this? |
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Definition
stability: is the cause of the event temporary or permanent?
focus: is the problem consumer or marketer related?
controllability: is the event under the customer's or marketer's control? |
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Term
| When are customer's more likely to be dissatisfied? |
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Definition
| when the cause of the said event is permanent, marketer related, or not under the consumer's control |
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Term
| most popular research method |
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Definition
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Term
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Definition
| self-reported arousal or interest in an offering, activity or decision |
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Term
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Definition
| long-term interest in an offering, activity or decision |
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Term
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Definition
| temporary interest in an offery, activity or decision. often caused by situational circumstances. |
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Term
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Definition
| interest in thinking about and learning info pertienent to an offering activity or decision |
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Term
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Definition
| interest in expending emotional energy and evoking deep feelings about an offering, activity or decision. |
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Term
| how can marketers enhance consumers motivation to process promotional material? |
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Definition
| by making the information as personally relevent as possible and appealing to consumers self values, concepts and goals. think: american red cross slogan |
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Term
| how can advertising encourage consumers to connect with their brand or product? |
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Definition
| by using a narrative structure to stimulate narrative proccessing and thus help consumers connect the brand with their self-concept |
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Term
| When a perceived risk is high, what can marketers do to reduce this risk? |
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Definition
reduce uncertainty
reduce perceived risk
think: crestor "good news for arteries, bad news for plaque" helps reduce uncertainty about the product |
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Term
| When consumers percieve something as a low risk, what should marketers do to enchance their ads? |
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Definition
| they should increase risk. aka scare consumers. think: aids commercials to increase buying of condoms |
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Term
| what is the first thing marketers should be sure of when considering ability to process? |
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Definition
| they should be sure that target consumers have sufficient prior knowledge to process marketing communitcations. |
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Term
| if consumers do not have prior knowledge suffuicient prior knowledge, what should a company do? |
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Definition
| they should develop educational messages as a first step |
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Term
| what are some things marketers should be sensitive to when considering ability to process? |
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Definition
| different processing styles, education levels, and ages of target consumers |
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Term
| what are some ways marketers can encourage consumers' ability to proccess? |
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Definition
| advertising, websites, point of purchase, provide more information (for this, think The Knot and how it provides couples with info and options of purchase for wedding) also, think of how car dealerships enhance consumer's purchasing capability by offering low-down-payments etc. |
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Term
| what reasons can consumers not achieve their goal |
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Definition
if ability or opportunity to achieve goal is low
also, lack of knowledge, lack of experience, intelligence, education, or money |
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Term
| What is motivation influenced by? |
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Definition
personal relevane
perceived risk
moderate inconsistency with attitudes |
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Term
| what can ability be influenced by |
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Definition
knowledge and experience
cognitive style
complexity of information
intelligence education age
monetary resources |
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Term
| what can opportunity be influenced by |
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Definition
time
distractions
amount, repetition, and control of information |
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Term
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Definition
| the extent to which the consumer is uncertain about the consequences of buying, using or disposing of an offer |
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Term
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Definition
| uncertain about wheterh the offering will perform as expected |
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Term
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Definition
| 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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Term
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Definition
| the extent to which buying an offering is percieved to have the potential to create physical harm or harm one's safety |
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Term
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Definition
| the potential harm to one's social standing that may arise from buying, using etc. an offering |
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Term
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Definition
| reflects consumers' concern about the extent to which a product or service fits with the way they percieve themselves |
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Term
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Definition
| unertainties over the length of time consumers must invest in buying, using, or disposing an offering |
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Term
| How can marketers to enhance consumer's opportunites to process information? |
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Definition
repeating marketing communications (like playing a commercial at a "least distracting time of day)
reducing time pressure (extended store hours or online shopping_
reducing the time to buy or use a product (think: grocery stores with marked aisles) |
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Term
| attention has what three characteristics? |
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Definition
it is selective
it is capable of being divided
it is limited |
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Term
| how can marketers attract consumers to pay attnetion to a given stimulus? |
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Definition
make it personally relevant
make it pleasant
make it surprising
make it easy to process |
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Term
| what are four ways that marketers can make a stimulus personally relevant |
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Definition
appeal to your needs, values emotions or goals (ex: when you are hungry, you are more likely to pay attention to food ads)
2. show sources or people similar to your audience
3. use dramas or mini-stories
4. ask rhetorical questions |
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Term
| what are three ways marketers make stimuli pleasant? |
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Definition
use sexy ass people
use totally rad music
use humor |
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Term
| how to marketers make stimuli surprising? (three ways) |
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Definition
use novelty (ex: use magazine ads that appear to move)
use unexpectedness (ex: using slapstick humor to advertise online banking)
use a puzzle (ex: visual rhymes or metaphors) |
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Term
| how do marketers make stimuli easy to process |
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Definition
1) prominent stimuli (big pictures or bold letters... tv commericals get ANNOYING loud...big huge in-store displays. like the tostitos fiesta)
2) make stimuli concrete, not abstract (example: you can picture "apple" better than you can picture "hunger")
3) Decrease competing stimuli (more likely to notice a simple ad rather than a cluttered ad) |
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Term
| how can marketers prevent their product from becoming a victim to habituation? |
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Definition
| by altering the stimuli every so often. (ex: cinnamon toast crunch changed its packaging. i love cinnamon toast crunch) |
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Term
| how can marketers use color to promote a product |
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Definition
| BY DOING THEIR RESEARCH THAT'S HOW!!!! (ex: deep, rich colors have been historically linked to higher-end markets) |
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Term
| how can marketers use hearing to promote a product? |
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Definition
| slow tempo music has been known to increase sales by as much as 38% because it encourages leisurely shopping. the opposite is obvious. |
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Term
| how can marketers use taste to sell a product |
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Definition
| by using taste test and using descriptive words to describe the product |
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Term
| what precautions should marketers take when using smell to promote a product?> |
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Definition
| some may find the scent in a retail environment annoying (abercrombie) and pleasant smells are different to different cultures. |
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Term
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Definition
| the minimum level of stimulus intensity needed to detect a stimulus (example: you are driving on a freeway and see a billboard in the distance. your absolute threshold begins at the point you actually SEE the billboard and end at the point you no longer see it) |
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Term
| how can marketers use absolute threshold to their advantage? |
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Definition
| make words big and/or sound loud. |
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Term
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Definition
| intensity difference needed between TWO stimuli before people can perceive that stimulus as DIFFERENT. |
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Term
| In which cases would marketers DO NOT want consumers to notice a differntial threshold? |
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Definition
| example: regular beer and non-alcoholic beer. Non-alcoholic beer peeps do NOT want consumers to notice the difference between the non-alcoholic stuff and the stuff that gets you waaaasstteeeddd |
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Term
| When DO marketers want consumers to notice a differential threshold? |
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Definition
| when marketers want consumers to notice an improvement in their product. (example, McDonald's made their with burgers 25% more meat and hoped people noticed....aka got fatter) |
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Term
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Definition
| a set of associations linked to a concept. |
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Term
| what are the different types of schemas |
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Definition
1) product category
2) brands (ex: Payless=low price)
3) people (ex: mom and dad)
4) stores (ex: Payless is different from Nordstrom)
5) salespeople (ex: used car salesman)
6) ads (ex: Axe ads)
7) places (Disney World)
8) countries (Germany)
9) animals (cougar)
10) self (as in, we have schemas of ourselves) |
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Term
| When a product is NEW to the market, what should a marketer do to build brand equity? |
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Definition
| the marketer should create a schema, image, and/or personality that helps conumers understand what the product is. |
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Term
| Why is creating a schema for a company important? |
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Definition
| because it is important that consumers understand the general types of products produced by the firm. (ex: nobody knew about AFLAC until they introduced that little duck) |
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Term
| What other ways can schemas be created? |
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Definition
brand extension
licensing agreements
brand alliances |
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Term
| What is licensing agreements |
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Definition
| when a firm sells the rights to the brand name to another company that will use the name on its product (ex: Chrysler liscensed Jeep brand to be used on baby strollers, luggage, etc) |
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Term
| what is one (go0d) consequence of brand extensions, license agreements, and alliances? |
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Definition
| consumers develop an image for the new brand by transferring to it their associations and favorable feelings from the original brand's schema ( |
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Term
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Definition
| when two brands appear on a single product (ex: Baileys Haagen Daaz Ice Cream) |
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Term
| What do firms need to be careful about when they want to transfer brand extension? |
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Definition
| promoting a brand's extension's attributes can focus consumers' attention on the ATTRIBUTES not the BRAND and make the extension seem less attractive. IT MAY ALSO LOOSE THE BRAND'S IMAGE!!!!! (ex: Jeep luggage?) |
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Term
| What are three ways marketers can help develop and reinforce long-term schemas |
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Definition
!) use multiple brand extensions (Arm&Hammer reinforced its power to deoderize with kitty litter)
2. link product to sponsor of appropriate sport, or celeb
3. highlight additional features and benefits. (now everything is eco-friendly) |
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Term
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Definition
| a special type of schema that represents knowledge of a sequence of actions involved in performing an activity (ex: opening a bottle of wine is easier than opening a bottle of champagne because i open champagne less often) |
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Term
| how do scripts help marketers? |
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Definition
they help marketers understand how consumers buy and use a product. thus, marketers are able to improve those products.
2. marketers may want consumers to use their prodcuts in their daily scripts (ex: hands-free device in a cell phone script) |
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Term
| What is the main way consumers categorize a new brand? |
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Definition
| Prototype (best example of cognitive category) |
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Term
| What is a way for marketers to appeal a new product to a broad segment of consumers? |
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Definition
| by positioning a brand as similar to the category prototype. |
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Term
| What should marketers do when they want to differentiate a new product? |
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Definition
| positioning the product AWAY from the prototype. |
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Term
| How does categorization impact marketers? |
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Definition
inferences
elaboration
evalutation
consideration and choice
satisfaction |
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Term
| how can marketers use subjective comprehension...the meanings consumers generate from a communication? |
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Definition
| if consumers know little about a product, marketers can use analogy. (duck. rainboots) |
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Term
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Definition
| when a message is different from what consumers believe |
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Term
| How do marketers combat negative attitudes/counter arguments |
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Definition
| by asking consumers thoughts before placing ads. ask consumers to think aloud while they view an ad or to record their thoughts right after seeing it. |
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Term
| when do consumers come up with more support arguments and fewer counterarguments? |
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Definition
| when they are involved with the TV program in which a commercial appears |
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Term
| What is another way marketers can reduce counterarguments |
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Definition
| disrupt-then-reframe: disrupt consumers cognitive processing in an odd but subtle way: "four dollars a day is just four hundred pennies a day) |
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Term
| how is the TORA (theory of reasoned action) model helpful |
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Definition
| its helpful for analyzing the reasons why consumers may like or dislike an offering, whether they intend to engage in or resist a behavior, and who esle might be influential (and therefore should be targeted) |
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Term
| How can marketers change beliefs in order to change behavior (TORA) |
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Definition
| try to strengthen beliefs that the product has positive, important results or lessen the belief that it has negative results (GM ads emphasize styling) |
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Term
| how might marketers change evaluations? |
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Definition
| think: American Chemistry Council explains consumer's beliefs about chemeicals |
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Term
| how can marketers add a new belief? (TORA) |
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Definition
| taking a product with subpar attributes and adding novel attributes. Example: Kindle vs. Sony....Kindle can email. Sony CANNOT |
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Term
| How might marketers encourage attitude formation based on imagined experience? |
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Definition
| They help consuemrs IMAGINE IT! think: will it blend!?! |
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Term
| how might marketers target normative beliefs? tora |
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Definition
| target normative beliefs as a way of influencing behavior. think: to reduce heavy drinking, "most students have fewer than five drinks at a party" |
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Term
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Definition
| extent to which the source is trustworthy, expert, or has status –consumers tend to evaluate product info more thoughtfully when source credibility is low |
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Term
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Definition
trustworthiness
expertiese
status (why many firsm feature CEO)
*Credible sources will have less impact when consumers hold their existing attitude with confidence and when they have a high degree of ability to generate their own conclusions from the message
• Also less likely to believe source is credible when the source endorses multiple products |
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Term
| What can marketers do when using source credibilty |
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Definition
| someone with an honest face, ordinary peeps, sports figures, women |
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Term
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Definition
| consumers forget the source of a message more quickly than they forget a message |
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Term
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Definition
| simple rules of thumb that are used to make judegments. ex: if it is a well-knowsn brand, it must be good to infer that brands with more frequesnt ads are higher quality |
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Term
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Definition
| there are ten reasons why i should like it, so i will like it |
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Term
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Definition
| when consumers believe a statement simply because it has been repeated a number of times "this rings a bell, sp it must be true" |
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Term
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Definition
| familiarity leads to likeability |
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Term
| what can marketers do in increase consumers exposure when their MAO is low |
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Definition
| using the right medium to increase exposure or through optimal shelf placement, and sampling |
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Term
| how can marketers avoid wearout? |
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Definition
| by creating differetn executions for the same message (why there will be an ad series_ |
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Term
| when can brand attitudes improve? |
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Definition
| when repeitition allows consumers greater opportunity to process info about specific aspects of the brand and the ways it relates to other brands in that category |
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Term
| what/who are typically the unconditioned stimulus and what are criitiques of this |
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Definition
| UCS are often well-known celebs. classical conditioning may be more effective when UCS or CS is not familiar |
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Term
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Definition
| in low effort situations, consumers may like the brand because they like the ad |
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Term
| dual mediitation hypothesis explains attitude towards brand by... |
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Definition
| the dual-mediation hypothesis proposes that attitude toward the ad can affect brand attitudes either through believability or liking. These responses, in turn, may positively affect consumers’ intentions to purchase |
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Term
| short-term memmory characteristics |
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Definition
limited: we only can hold a certain number of things at one time
short-lived: unless we acitvely try to rmemeber that info, we will forget it |
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Term
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Definition
| proccessing of info in the sensory in the sensory form. |
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Term
| when MAO is HIGH in imagery processing.... |
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Definition
| consumers can use elaborated imagery processing to engage in daydreams, fantasies, visual problem-solving, to think about upcoming events (ex. picturing yourself on a ski vacation by a fire) |
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Term
| whe MAO is low in imagery processing... |
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Definition
| short-term memory might consist of a simple reproduction of an object – (ex. a picture of a skier) |
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Term
| how does imagery processing affect product liking and choice |
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Definition
| consumers who immerse themselves in thoughts of using the product similar to the experience in the ad will affect how uch we like the product (think: sitting by a ski slope) |
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Term
| how does imagery stimulate past experiences? |
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Definition
| re-experience thigns of the past; pacman |
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Term
| how does imagery affect how much info we can process` |
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Definition
| adding more info, like providing lists of attributes=info overload. However, adding info can help imagery processing b/c the additional info helps us flesh out the image (ex. zooming in on jewelry) |
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Term
| how does imagery affect how satisfied we are with an experience |
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Definition
| if the experience does not materialize in the way we imagined=dissatisfying ; some marketers help consumer establish realistic imagery (ex. “painting” rooms in a virtual home to envision product’s effect before purchasing) |
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Term
| characteristics of long term memory |
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Definition
eposodic/autobiographica;knowledge we have about our own personal experiences
sematic: general knowledge |
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Term
| marketing strategies to enchance memory |
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Definition
chunking: • Acronyms (KFC, H&M); phone numbers as words (800-GO-U-HAUL); ads may chunk many product attributes into a single benefit
reherseal: • Jingles, sounds, slogans used to perpetuate rehearsal when motivation is low; don’t use price
recirculation: • Marketers should create different ads that repeat same basic message; place messages in involving media like TV commercials; can be confusing
elaboration: • Unexpected and novel stimuli can attract attention and induce elaboration; older people and children elaborate less; moderate levels of humor in an ad enhance both encoding and retrieval of the product’s claims, whereas strong humor inhibits elaboration of the claims |
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Term
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Definition
| memory for some prior episode achieved by active attempts to remember (consciously trying to remember something that happened in the past) (ex. remember what you ordered last time you went to Central Market) |
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Term
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Definition
| memory for some prior episode achieved by active attempts to remember (consciously trying to remember something that happened in the past) (ex. remember what you ordered last time you went to Central Market) |
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Term
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Definition
the ability to retrieve information from memory (see a Pepsi display and use recall to retrieve knowledge about Pepsi as input for decision making)
• Free recall: when we can retrieve something from memory without any help (what we had for dinner last night)
• Cued recall: exists if we are asked the same question (What did you have for dinner last night), but need a cue (Was it chicken?) |
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Term
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Definition
| memory for things without any conscious attempt at remembering them (Caterpillar billboard example) |
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Term
| 1. Retrieval as a communication objective |
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Definition
| increase recall of brand name, brand benefit, increase consumers’ recognition of the brand name, logo, or package; newer competitors in an established industry work particularly hard to increase consumers’ memory for their brand names |
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Term
| 2. Retrieval affects consumer choices. how? |
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Definition
| use of product depends on recognition of the name of the product; remember, most memorable ads are not always the most effective! |
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Term
| 3. Recognition and recall relate to advertising effectiveness |
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Definition
| : marketers should use message strategies that encourage consumers to think about the brand and product – a process that enhances recall at the moment when choices are actually being made; implicit memory also important to marketers – suggests that consumers may have some memory of info in an advertising message even if they do not recognize or recall it. |
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Term
| 4. Consumer segments and memory |
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Definition
| older consumers have difficulty recognizing and remembering brand names and ad claims |
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