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Definition
a series of activites by which stimuli are perceived, transformed into information, and stored
exposure-->attention--> interpretation--> memory--> purchase & consumption decisions |
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4 major stages of the information processing model
1) exposure
2) attention
3) interpretation
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| individuals are not passive recipients of marketing messages |
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| occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves; the opportunity to pay attention to available info but in no way guarantees it |
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| occurs when one fast-forwards through a commercial on a prerecorded program |
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| involves switching channels when a commercial appears |
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| turning the sound off during commercial breaks |
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| zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages |
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| provides exposure that consumers don't try to avoid, it shows how and when to use the product, and it enhances the product's image; the goal is realism and subtle, unobtrusive exposure to the brand |
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| program-length television commercials with a toll-free number and/or web address through which to order or request additional information |
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| Permission-Based Marketing |
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Definition
| the voluntary and self-elected nature of such online offerings, where consumers "opt in" to receive e-mail based promotions; enhancing mobile marketing on cell phones |
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| occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing; determined by 3 factors: stimulus, individual, and the situation |
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| In-anttentional Blindness |
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Definition
| mental focus result in people not perceiving things that they would otherwise observe; ex: passing the lunchbox |
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Definition
| physical characteristics of the stimulus itself; size, intensity, attractive visuals, color and movement, position, isolation, format, contrast and expectations, interestingness, information quantity |
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| suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less |
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| occurs when consumers are confronted with so much information that they cannot or will not attend to all of it; the result can be suboptimal decisions |
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| characteristics that distinguish one individual from another; motivation, ability |
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| banner ads that are activated based on terms used in search engines; behavioral targeting strategies |
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| an ability factor related to attention; those with high ___ may require less attention to the brand's ads because of their high existing knowledge |
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stimuli in the environment other than the focal stimulus and temporary characteristcs of the individual that are induced by the environment, such as time pressures or a crowded store
clutter and program involvement |
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| Hemispheric Lateralization |
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Definition
a term applied to activities that take place on each side of the brain
left side= rational thought
right side= images & impressions |
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| a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it |
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the assignment of meaning to sensations; related to how we comprehend and make sense of incoming information based on characteristics of the stimulus, individual, or situation
expectations can bias perceptions |
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| generally a relative process rather than absolute; often difficult for people to make interpretations in the absence of some reference point |
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price-perceived qulaity, ad intensity, warranties, country of origin, brand name; lack expertise
ex: wine |
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| a process whereby timuli are placed into existing categories of meaning |
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| the emotional or feeling response triggered by a stimulus such as an ad; can range from positive, neutral, to negative |
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| present in the situation play a role in comsumer interpretation independent of the actual stimulus; exs: color, nature of the programming surrounding a brand's advertisements |
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| the physical arrangement of the stimulus objects; afftects consumer interpretation and categorization; ex: a sentence is perceived of words, not letters, bc the letters are separated by spaces |
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| refers to the fact that stimuli positioned close together are perceived as belonging to the same category; ex:"Have a safe winter. Drive Bridgestone Tires" |
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| involves any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not |
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| involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved |
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| involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background; ex: orange peels form the bottle of Absolut Mandarin |
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Definition
| the physiological ability of an individual to distinguish between similar stimuli; involves such variables as the sound of stereo systems, the taste of food, or the clarity of display screens |
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Term
| Just Noticeable Difference (J.N.D.) |
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Definition
| the minimum amount that one brand can differ from another (or from its previous version) with the difference still being noticed; ex: a small addition of salt to a pretzel would not be noticed unless the pretzel contained only a small amt of salt to begin with |
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Definition
| goes beyond what is directly stated or presented; consumers use available data and their own ideas to draw conclusions about information that is not provided |
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| whereby signage in one area of the store promotes completmentary products in another; ex: milk signage in the cookie aisle |
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| branding strategy; where an existing brand extends to a new category with the same name; ex:Levi Strauss putting its Levi name on a line of upscale men's suits |
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| branding strategy; an alliance in which 2 brands are put together on a single product |
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| any change in the content or organization of long-term memory or behavior and is the result of information processing |
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| working memory; the portion of total memorty that is currently activated or in use |
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| portion of total memory devoted to permanent information storage |
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| the short-lived nature of STM means that consumers must constantly refresh information through this or it will be lost; the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory |
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Definition
| the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information; serve to redefine or add new elements to memory |
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| abstractions of reality that capture the meaning of an item in terms of other concepts; similar to a dictionary definition of a word |
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| involves concrete sensory representations of ideas, feelings, and objects; permits a direct recovery of aspects of past experiences |
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| type of long-term memory; the basic knowledge and feelings an individual has about a concept; ex: Acura is a luxury car |
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| type of long-term memory; the memory of a sequence of events in which a person participated; elicit imagery and feelings |
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| Schemas/Schemantic memory |
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Definition
| knowledgable structure; a complex web of associations |
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Definition
| memory of how an action sequence should occur; special type of schema; necessary for consumers to shop effectively |
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Definition
| the liklihood and ease with which information can be recalled from LTM; can be enhanced by rehearsal, repetition, and elaboration |
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Definition
| the conscious recollection of an exposure event |
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Definition
| the nonconscious retrieval of previously encountered stimuli |
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| High-Involvement Learning |
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Definition
| the consumer is motivated to process or learn the material; ex: reading a PC Magazine before buying a computer |
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Definition
| the consumer has little or no motivation to process or learn the material |
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| a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned; classical and operant |
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| the process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand) |
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| instrumental learning; involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior |
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| the process of encouraging partial responses leading to the final desired response; ex: try a free sample, buy at a discount, buy at full price |
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| encompasses all the mental activities of humans as they work to solve problems or cope with situations; learning things that contribute to our ability to reason, solve problems, and learn relationships without direct experience or reinforcement |
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| type of cognitive learning; learning a concept or the association between two or more concepts in the absense of conditioning; ex: Ketoprofin is a headache remedy, Ketoprofin = headache remedy |
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| Vicarious Learning or Modeling |
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Definition
| type of cognitive learning; can observe the outcomes of others' behaviors and adjust their own accordingly; in low and high involvement situations |
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| most complex of the cognitive learning types; individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts |
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| form of analytical reasoning; an inference process that allows consumers to use an existing knowledge base to understand a new situation or object |
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| differentiation; the process of learning to respond differently to similar but distinct stimuli; possessing unique and important features compared with other brands; helps prevent spillovers |
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| the rub-off effect; occurs when a response to one stimulus is elicited by a similar but distinct stimulus |
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| forgetting in conditional learning since the desired response decays or dies out if learning is not repeated and reinforced |
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| forgetting in cognitive learning since information that is available in LTM cannot be accessed, or retrieved, from LTM to STM |
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Definition
enhanced by 6 factors
1)Importance
2) Message Involvement
3) Mood
4) Reinforcement
5) Repetition
6) Dual Coding |
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Definition
| indicates that consumers are relating brand information to themselves |
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| anything that increases the likelihood that a given response will be repeated in the future; has impact on the speed at which learning occurs and the duration of its effect |
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| the opposite of reinforcement; any consequence that decreases the likelihood that a given response will be repeated in the future |
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| comsumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way |
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| the schematic memory of a brand; the target market's interpretation of the product's attributes, benefits, usage situations, users, and manufacturer/marketer characteristics |
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Definition
| a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment; major impact of the long-term success of the brand; often interchangeable with "brand image" |
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| useful technique for measuring and developing a product's position; takes consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes |
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| a deliberate decision to significantly alter the way the market views a product; can involve level of performance, feelings it evokes, the situations in which it should be used, or even who uses it |
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| the value consumers assign to a brand above and beyond the functional characteristics of the product; reputation of the brand by economic value |
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| family branding, brand extensions, or umbrella branding; marketers capitalizing on brand equity by using an existing brand name for new products |
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| reason for behavior; interchangeable with "needs" |
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| a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response; why an individual does something |
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| Maslow's Hierarchy of Needs |
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Definition
4 premises:
1) all humans acquire a similar set of motives through genetic endowment and social interaction
2) some motives are more basic or critical than others
3) the more basic motives must be satisfied to a minimum level before other motives are activated
4) as the basic motives become satisfied, more advanced motives come into play
physiological--> safety--> belongingness--> esteem--> self-actualization |
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| McGuire's Psychological Motives |
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Definition
system to help marketers isolate motives likely to be involved in various consumption situations
cognitive preservation motives: need for consistency, attribution, categorize, objectification
cognitive growth motives: need for autonomy, stimulation, teleological need, utilitarian
affective preservation motives: need for tension reduction, expressions, ego defense, reinforcement
affective growth motives: need for assertion, affiliation, identification, modeling |
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Definition
| the willingness to buy a particular product or service; caused by a need or motive, but is not a motive |
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| motives that are known and freely admitted |
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| motives that are unknown to the consumer or were such that they were reluctant to admit them |
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| motivation research; designed to provide information on latent motives; ex: word associations, sentence completion, tell a story |
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| Laddering/Means-End/Benefit Chain |
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Definition
| a popular tool for identifying motives beyond projective techniques; identifying benefits of benefits until no addtional ones are able to be identified |
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Definition
| motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting; it affects numerous consumer behaviors and marketing strategies |
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| Approach-Approach Motivational Conflict |
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Definition
| a consumer who must choose between two attractive alternatives |
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| Approach-Avoidance Motivational Conflict |
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Definition
| a consumer facing a purchase choice with both positive and negative confronts |
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| Avoidance-Avoidance Motivational Conflict |
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| a choice involving only undesirable outcomes |
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| Promotion-Focused Motives |
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Definition
| revolve around a desire for growth and development and are related to consumers' hopes and aspirations; positive outcomes |
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| Prevention-Focused Motives |
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Definition
| revolve around a desire for safety and security and are related to consumers' sense of duties and obligations; negative outcomes |
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Definition
| suggests that consumers will react differently depending on which broad set of motives is most salient |
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| helps guide and further direct the behaviors chosen to accomplish goals in different situations; an individual's characteristic response tendencies across similar situations |
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Definition
personality multitrait approach; identifies basic traits formed by genetics and early learning
1) Extroversion
2) Instability
3) Agreeableness
4) Openness to Experience
5) Conscientiousness |
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| Personality Single-Train Approaches/Theories |
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Definition
emphaize one personality trait as being particularly relevant to understanding a particular set of behaviors
1) consumer ethnocentrism
2) need for cognition: reflects an individual difference in consumers' propensity to engage in and enjoy thinking
3) consumers' need for uniqueness: reflects an individual diff in consumers' propensity to pursue differentness relative to others through the acquisition, utilization, & disposition of consumer goods |
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Definition
| reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products |
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a set of human characteristics that become associated with a brand; 5 basic dimensions
1) sincerity
2) excitement
3) competence
4) sophistication
5) ruggedness |
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Definition
| environmental events, physiological changes, cognitive thought, behaviors, subjective feelings |
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identifiable, specific feeling, and affect to refer to the liking-disliking aspect of the specific feeling; 3 basic dimensions
Pleasure
Arousal
Dominance |
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Definition
| involves consumer thoughts and behaviors in reaction to a stress-inducing situation designed to reduce stress and achieve more desired positive emotions; avoidance is a common mechanism |
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| an enduring organization of motivational, emotional, perceptual, and cognitive process with respect to some aspect of our environment |
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| a consumer's beliefs about an object; most attitude objects have several beliefs |
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| feelings or emotional reactions to an object; emotional evaluation |
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| tap consumers' affective reactions by going beyond the cognitive associations of functionality |
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| one's tendency to respond in a certain manner toward an object or activity; ex: a series of decisions to purchase or not purchase Diet Coke |
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Definition
| controversial, but there is evidence that affect or brand preference may be increased by this; simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive; ex: you would like someone you see in your class more than a random person on the street |
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| Elaboration Likelihood Model |
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Definition
| a theory about how attitudes are formed and changed under varying conditions of involvement; integrates select individual, situational, and marketing factors to understand attitudes |
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| trustworthiness and expertise |
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| a person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea |
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| a company providing financial support for an event |
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| use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered; physical and social aspects |
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| used to increase attention to and liking of the ad, particularly for those individuals high in need for humor |
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| directly compare the features or benefits of two or more brands |
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Definition
| attempt to build a personality for the product or create an image of the product user; most effective for products designed to enhance self-image or provide other intangible benefits (lawn fertilizers) |
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Definition
| involve informing the consumer of one or more functional benefits that are important to the target market; most effective for functional products (perfumes) |
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Definition
| generally presenting only the benefits of their product without mentioning any negative characteristics it might possess; one point of view is expressed |
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| presenting both good and bad points, is counterintuitive, and most marketers are reluctant to try this appeal; more effective in changing a strongly held attitude |
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Definition
| presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative loss terms (negative framing) |
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| where only a single attribute is the focus of the frame; positive framing yields the most positive evaluations because it emphasizes the desirable aspects of the specific attribute |
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| where the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act |
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| segmenting consumers on the basis of their most important attribute or attributes; a marketers needs to know the importance that consumers attached to various product or service features |
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| the totality of the individual's thoughts and feelings having reference to himself or herself as an object; attitudes towards oneself |
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| emphasizes personal goals, characteristics, achievements, and desires; define themselves by what they have done, what they have, and their personal characteristics |
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| Interdependent Self-Concept |
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Definition
| emphasizes family, cultural, professional, and social relationships; define themselves in terms of social roles, family relationships, and commonalities with other members of their groups |
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| the self plus possessions; people tend to define themselves in part by their possessions |
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| an experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feellings of joy and self-fulfillment |
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Definition
| the endowment effect, is the tendency of an owner to evaluate an object more favorably than a nonowner |
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| how a person enacts to her or his self-concept, and is determined by past experiences, innate characteristics, and current situation |
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| attempts to develop quantitative measures of lifestyle; interchangeable with "lifestyle"; attitudes, values, activities & interests, demographics, media patterns, usage rates |
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Definition
a systematic classification of American adults into 8 distinct consumer segments
1) Innovators
2) Thinkers (ideals motivated)
3) Believers (ideals motivated)
4) Achievers (achievement motivated)
5) Strivers (achievement motivated)
6) Experiencers (self-expression motivated)
7) Makers (self-expression motivated)
8) Survivors |
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| based on the premise that lifestyle, and thus consumption, is largely driven by demographic factors; people with similar backgrounds naturally gravitate to each other and adopt one another's values, etc |
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| Census data that is a set of 66 lifestyle segments |
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