Term
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Definition
| occurs when the effects of prior conditioning are reduced and finally disappear |
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Term
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Definition
| occurs when a stimulous that elicits a response is paired with another stimulus that intially does not elicit a response on its own |
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Term
| behavioral learning theories |
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Definition
| assume that leaning takes place as the result of responses to external events |
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Term
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Definition
| refers to the tendency of stimuli similar to a CS to evoke similar, conditioned responses. i.e. Pavlov noticed in subsequent studies that his dogs would sometimes salivate when they heard noises that only resembled a bell, such as keys jingling |
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Term
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Definition
| People also react to other, similar stimuli in much the same way they responded to the original stimulus |
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Term
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Definition
| occurs when a UCS does not follow a stimulus similar to a CS. reactions are weakened and will soon disappear. |
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Term
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Definition
| a brand has strong positive associations in a consumer's memory and commands a lot of loyalty as a result |
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Term
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Definition
| a variety of products capitilize on the reputation of a company name. i.e. Campbel''s, Heinz, etc. |
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Term
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Definition
| related products are added to an established brand. Dole, associated with fruit, introduced refrigerated juices, etc. |
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Term
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Definition
| well-known names are "rented" by others. i.e. Maxim magazine, has its own hair color for men |
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Term
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Definition
| distinctive packaging designs create strong associations with a particular brand. |
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Term
| instrumental conditioning (operant conditioning) |
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Definition
| occurs as the individual learns to perfrom behaviors that produce positive outcomes and to avoid those that yield negative outcomes |
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Term
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Definition
| a desired behavior that may be learned over a period of time, as intermediate actions are rewarded in a process. i.e. over of a new store may award prizes to shoppers just for coming in, hoping over time they will continue to drop in and eventually buy something |
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Term
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Definition
| when the enviornment proves a positive reinforcement in the form of a reward, the response is strengthened and appropriate behavior is learned |
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Term
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Definition
| strengthens responses so that appropriate behavior is learned. i.e. a perfume company might run an ad showing a woman sitting home alone on a Saturday night because she did not wear its fragrance |
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Term
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Definition
| occurs when a response is followed by unpleasant events (such as being ridiculed by friends for wearing an offensive-smelling perfume) |
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Term
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Definition
| rewards regular purchasers by giving them prizes with values that increase along with the amount purchased. i.e. "frequen flyer" programs from airlines |
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Term
| cognitive learning theory |
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Definition
| stresses the importance of internal mental processes |
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Term
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Definition
| occurs when people watch the actions of other and note the reinforcements they receive for their behaviors--learning occurs as a result of vicarious rather than direct experience |
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Term
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Definition
| process of imitating the behavior of others |
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Term
| components of observational learning (list 5 in order) |
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Definition
1. attentions
2. retention
3. production processes
4. motivation
5. observational learning |
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Term
| encoding stage (of memory process) |
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Definition
| information is entered in a way the system will recognize |
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Term
| storage stage (in the process of memory) |
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Definition
| integrate this knowledge with what is already in memory and "warehouse" it until needed |
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Term
| retrieval (in the process of memory) |
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Definition
| the person accesses the desire information |
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Term
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Definition
| stimulus such as its color or shape. the meaning may be activated when the person sees a picture of the stimulus |
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Term
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Definition
| refers to symbolic associations i.e. rich people drink champagne |
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Term
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Definition
| permits storage of the information we receive from our senses. lasts a couple of seconds |
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Term
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Definition
| infromation is retained for further processing and passes through this and is transferred to short-term memory |
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Term
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Definition
| stores information for a limited period of time, limited capacity. i.e. a computers working memory, what is currently being processes |
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Term
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Definition
| information is stored by combining small peices into larger ones |
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Term
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Definition
| the system that allows us to retain information for a long period of time. elaborative rehearsal is required in order for information to enter into long-term memory from short-term memory |
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Term
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Definition
| complex spider webs filled with pieces of data |
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Term
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Definition
| information that is connected by associative links within the knowledge structures |
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Term
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Definition
| allows consumers to shift back and forth between levels of meaning |
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Term
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Definition
| cognitive framework we develop through experience |
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Term
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Definition
| guides consumers behavior in commercial settings |
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Term
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Definition
| refers to its prominence or level of activation in memory |
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Term
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Definition
| as additional information is learned, it displaces the earlier information |
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Term
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Definition
| an updated version of a brand from a prior historical period. these products trigger nostalgia |
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Term
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Definition
| results obtained from a measuring instrument are not necessarily due to what is being measured, but rather to something else about the instrument or the respondent. i.e. bogus ads-calmed to have seen an ad that wasn't there |
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Term
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Definition
| descriptive characteristics of a population |
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Term
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Definition
| members share views and produc recommendations about anything over the interenet |
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Term
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Definition
| the study of th eprocesses involved when indidviduals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs and desires |
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Term
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Definition
| a person who identifies a need or desire, makes a purchase, and then disposes of the product during the stages of the consumption process |
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Term
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Definition
| marketers that interact with customers on a regular basis and give them reasons to maintain a bond witht the company over time |
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Term
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Definition
| involves tracking specific consumers' buying habits very closely and craftin products and messages tailored precisely to people's wants and needs based on this information |
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Term
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Definition
| the product helps establish the user's identity |
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Term
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Definition
| the product serves as a link with a past self |
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Term
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Definition
| the product is a part of the user's daily routine |
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Term
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Definition
| people around the world are united by their common devotion to brand-name consumer goods, movie stars, celebrities, and liesure activities. i.e. Coca-cola in Japan |
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Term
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Definition
| uses marketing techniques normally employed to sell beer or detergent to encourage positive behaviors such as increased literacy and to discourage negative activities such as drunk driving |
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Term
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Definition
| physiological or psychological dependency on products or services |
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Term
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Definition
| refers to repetitive shopping, often excessive, as an antidote to tension, anxiety, depression, or boredom |
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Term
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Definition
people who are used or exploited, willingly or not, for commercial gain in the marketplace
i.e. prostitutes; organ, blood, and hair donors; babies for sale |
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Term
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Definition
| industry term for inventory and cash losses from shoplifting and employee theft |
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Term
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Definition
products and services are deliberately defaced or mutilated
i.e. dogdoo.com |
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Term
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Definition
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Term
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Definition
| basic set of assumptions underlying the dominant paradigm at this point in time. to stress the function of objects, celebrate technology and to regard the world as a rational, ordered place with a clearly defined past, present, and future |
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Term
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Definition
| argues there is to much emphasis on science and technology in our society, and that this ordered, rational view of behavior denies the complex social and cultural world in which we live |
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Term
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Definition
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Term
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Definition
| immediate response of our sensory receptors to basic stimuli |
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Term
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Definition
| process by which people select, organize and interpret sensations to give them meaning |
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Term
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Definition
| multisensory, fantasy, and emotional aspects of consumers' interactions with products |
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Term
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Definition
| color combinations that are strongly associated with a coporation that they become exclusive to the use of those colors. ex: UPS brown and yellow |
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Term
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Definition
| occurs when a stimulus comes within the range of someone's sensory receptors |
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Term
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Definition
| the minimum amount of stimulation that can be detected on a given sensory channel |
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Term
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Definition
| the ability of a sensory system to detect changes or differences between two stimuli |
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Term
| just noticeable difference |
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Definition
| minimum difference that can be detected between two stimuli |
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Term
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Definition
| the amount of change that is necessary to be noticed is systematically related to the intensity of the original stimulus. the stronger the initial stimulus, the greater a change must be for it to be noticed |
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Term
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Definition
| occurs when the stimulus is below the level of the consumer's awareness |
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Term
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Definition
| the extent to which processing activity is devoted to a particular stimulus |
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Term
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Definition
| consumers are more likely to be aware of stimuli that relate to their current needs |
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Term
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Definition
| people atten to only a small portion of the stimuli to which they are exposed |
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Term
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Definition
| people see what they want to see. if a stimulus is threatening we may not fully process it and distort the message until it's more acceptable |
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Term
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Definition
| degree to which consumers continue to notice a stimulus over time. process of adaptation occurs when consumer no longer pay attention to a stimulus becasue it is so familiar |
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Term
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Definition
| set of beliefs to which the stimulus is assigned. i.e: milk should be cold, not sold on shelves |
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Term
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Definition
| whole, pattern, or configuration. "the whole is greater than the sum of its parts |
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Term
| closure principle (Gestalt) |
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Definition
| people tend to perceive an incomplete picture as complete |
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Term
| principle of similarity (Gestalt) |
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Definition
| consumers tend to group together objects that share similar physical characteristics |
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Term
| figure-groud principle (Gestalt) |
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Definition
| one part of a stimulus will dominate (the figure), and other parts reced into the background (the ground) |
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Term
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Definition
| study which examines the correspondence between signs and symbols and their role in the assignment of the meaning |
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Term
a.object
b.sign
c.interpretant |
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Definition
a.the product that is the focus of the message
b. the sensory image that represents the intended meanings of the object
c. the meaning derived,the relationship |
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Term
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Definition
| a sign that resembles the product in some way |
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Term
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Definition
| a sign that is connected to a product because they share some property. i.e: the pinetree on Spic and Span means fresh scent |
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Term
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Definition
| sign that is related to a product through either conventional or agreed-upon associations |
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Term
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Definition
| the process of making real what is initially simulation or "hype" |
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Term
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Definition
| vivid way to paint a picture of where products or brands are "located" in consumers' minds |
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Term
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Definition
| fundamental part of a company's marketing efforts as it uses elements of the marketing mix to influence the consumer's interpretation of its meaning |
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Term
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Definition
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Term
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Definition
| suggests that behavior is largely pulled by expectations of achieving desirable out comes |
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Term
| approach-approach conflict |
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Definition
| a person must choose between two desirable alternatives |
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Term
| theory of cognitive dissonance |
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Definition
| based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another |
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Term
| approach-avoidance conflict |
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Definition
| exists when we desire a goal but wish to avoid it at the same time. i.e. buying fake fur makes us not feel guilty by not harming animals |
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Term
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Definition
| "caught between a rock and a hard place" have to face a choice with two undesirable alternatives |
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Term
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Definition
| "a person's perceived relevance of the object on their inherent needs, values, and interests" |
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Term
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Definition
| ranging from absolute lack of interest in a marketing stimulus at one end to the obsession at the other. characterizes consumption at the low end of involvement, where we make decisions out of habit because we lack the motivation to consider alternatives |
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Term
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Definition
| when consumers are truly involved with a product, an ad, or a web site, they entere this |
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Term
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Definition
| command fierce consumer loyalty, devotion, and maybe even worship by consumers. i.e. harley-davidson, beanie babies |
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Term
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Definition
| is the personalization of products and services for individual customers at a mass-production price. i.e LL Bean, customizes backpacks |
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Term
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Definition
| where freelancers and fans film their own commercials for favorite products and post them on web sites |
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Term
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Definition
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Term
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Definition
| process of leaning the beliefs and behaviors endoresed by one's own culture |
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Term
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Definition
| process of learning the value system and behaviors of another culture (often to understand consumers and markets in foreign countries) |
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Term
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Definition
| desired end states that apply to many different cultures |
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Term
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Definition
| uncovers consumer's associations between specific attributes and general consequences |
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Term
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Definition
| believe that once basic material needs are sated additional income does not add to happiness. they are into community building, public service,and spiritual pursuits |
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Term
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Definition
| argues that anxiety and awareness of mortality motivates people to cling to deepseated cultural beliefs |
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