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Consumer Behavior
Chapters 7, 8, 9, and 10
133
Marketing
Undergraduate 3
05/08/2010

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Term
Advertising Wearout
Definition
overexposure to repetitive advertising that causes individuals to become satiated and their attention and retention to decline
Term
Behavioral Learning Theory
Definition
theory based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as a stimulus response theory
Term
Behavioral Response
Definition
observable responses to promotional stimuli, i.e. repeat purchase behavior rather than attitude toward the product or brand
Term
Brand Equity
Definition
the value inherent in a well-known brand name
Term
Brand Loyalty
Definition
consumers’ consistent preference and /or purchase of the same brand in a specific product or service category
Term
Broad Categorizers vs. Narrow Categorizers
Definition
broad categorizers are uninvolved consumers who are likely to be receptive to a greater number of advertising messages regarding a product category and will consider more brands. Narrow categorizers are highly involved consumers that find fewer brands acceptable
Term
Central and Peripheral Routes to Persuasion
Definition
a promotional theory that proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route)
Term
Chunking
Definition
when consumers recode what they have already encoded to include larger amounts of information
Term
Classical Conditioning
Definition
see conditional learning
Term
Co-Branding
Definition
When two brands are featured on a single product, i.e. Coke made with splenda
Term
Cognitive Associative Learning
Definition
the learning of associations among events through classical conditioning that allows the organism to anticipate and represent its environment
Term
Cognitive Learning Theory
Definition
a theory of learning based on mental information processing, often in response to problem solving
Term
Comprehension
Definition
a function of the message characteristics, the consumer’s opportunity and the ability to process the information and the consumer’s motivation to do so (i.e. level of involvement)
Term
Conditioned Learning
Definition
according to Pavlovian theory, conditioned learning results when a stimulus paired with another stimulus that elicits a known response and serves to produce the same response by itself. Think Pavlov’s dog
Term
Conditioned Vs. Unconditioned Stimuli
Definition
when consumers associate new products bearing a well-known symbol or brand name with the original product in the belief that it embodies the same attributes as the name it is associated with versus associating a brand name with an endorsement or other non-product related element
Term
Copy Testing
Definition
testing an advertisement either before or after it runs to determine either if it should be redone beforehand or if it is effective after it runs
Term
Cues
Definition
stimuli that give direction to consumer motives (i.e. suggest a specific way to satisfy a salient motive)
Term
Elaboration Likelihood Model (ELM)
Definition
theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective. Goes with Central/peripheral routes to persuasion
Term
Encoding
Definition
the process by which individuals select and assign a word or visual image to represent a perceived object or idea
Term
Evoked Set
Definition
the specific brands a consumer considers in making a purchase choice in a particular product category
Term
Family Branding
Definition
the practice of marketing several company products under the same brand name. i.e. Virgin mobile, Virgin Atlantic
Term
Hemispheral Lateralization
Definition
Learning theory in which the basic premise is that the right and left hemispheres of the brain “specialize” in the kinds of information that they process. Also called split brain theory
Term
Imagery
Definition
the ability to form mental images
Term
Information Overload
Definition
situation in which the consumer is presented with too much product or brand-related information
Term
Information Processing
Definition
cognitive theory of human learning patterned after computer information process that focuses on how information is stored in human memory and how it is retrieved
Term
Instrumental Learning
Definition
behavioral theory of learning based on a trial-and-error process, with habits formed as the result of positive experiences (reinforcement) resulting from specific behaviors
Term
Interference Effects
Definition
the greater the number of competitive ads in a product category, the lower the recall of brand claims in a specific ad
Term
Involvement Theory
Definition
theory of consumer learning postulating that consumers engage in a range of information processing activity, from extensive to limited problem solving, depending on the relevance of the purchase
Term
Learning
Definition
the process by which individuals acquire the knowledge and experience they apply to future purchase and consumption behavior
Term
Licensing
Definition
the use by manufacturers and retailers of well-known brands, celebrity or designer names (for a fee), to acquire instant recognition and status for their products
Term
Massed vs. Distributed Learning
Definition
compressing the learning schedule into a short time span to accelerate consumer learning vs. learning spaced over a period of time to increase consumer retention
Term
Megabrands
Definition
well-known brand names
Term
Modeling, Observational, and Vicarious Learning
Definition
a process by which individuals observe the behavior of others, remember it, and imitate it. Also known as modeling
Term
Motivation
Definition
the driving forces within individuals which compels them to action
Term
Negative Reinforcement
Definition
an unpleasant or negative outcome that serves to encourage a specific behavior (not to be confused with punishment, which discourages repetition o fa specific behavior
Term
Neo-Pavlovian Conditioning
Definition
the creation of a strong association between the conditioned stimulus (cs), and unconditioned stimulus (US) requiring (1), forward conditioning, (2) repeated pairings of the CS and US; (3) a CS and US that logically belong together; (4) a CS that is novel and unfamiliar; and (5) a US that is biologically or symbologically salient
Term
Operant Learning
Definition
using consequences to modify the occurrence and form of behavior. Differs from classical conditioning in that it modifies voluntary behavior. Involves punishment and reinforcement
Term
Passive Learning
Definition
without active involvement, individuals process and store right-bran (nonverbal, pictorial) information
Term
Positioning
Definition
establishing a specific image for a brand in relation to competing brands
Term
Positive Reinforcement
Definition
a favorable outcome to a specific behavior that strengthens the likelihood the behavior will be repeated
Term
Pretesting and Posttesting
Definition
testing an advertisement before it runs to see if any elements should be revised before major media expenses are incurred. Testing an ad after it runs to see the effectiveness and see if any elements should be revised for future ads
Term
Product Category, Product Form and Product Line Extensions
Definition
o Line extension: adding related products to an already established brand (based on stimulus generalization theory)
o Form extension: changing products within a type, i.e. crest toothpaste to whitestrips
o Category extension: generally target new market segments, like Neutrogena coming out with a men’s line
Term
Recognition and Recall Tests
Definition
tests conducted to determine whether consumers remember seeing an ad, the extent to which they have read it or seen it and can recall its content, their resulting attitudes toward the product and the brand, and their purchase intentions
Term
Rehearsal
Definition
the silent, mental repetition of material
Term
Reinforcement
Definition
positive or negative outcome that influences the likelihood that a specific behavior will be repeated in the future in response to a particular cue or stimulus
Term
Repitition
Definition
basic concept that increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting
Term
Retrieval
Definition
the stage of information processing in which individuals recover information from the long-term storage
Term
Sensory, Short-Term, and Long-Term Stores
Definition
o Short Term: the stage of real memory in which information received from the sensory store for processing is retained briefly before passing into the long-term store or forgotten.
o Long Term: the stage of real memory where information is organized, reorganized, and retained for relatively extended periods of time
Term
Shaping
Definition
reinforcement performed before the desired consumer behavior actually takes place
Term
Stimulus Discrimination
Definition
the ability to select a specific stimulus from among similar stimuli because of perceived differences
Term
Stimulus Generalization
Definition
the inability to perceive differences between slightly dissimilar stimuli
Term
Stimulus Reponse Theories
Definition
the premise that observable responses to specific external stimuli signal that learning has taken place
Term
Attitudes
Definition
learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object
Term
Attitude-Toward-Behavior Model
Definition
model that proposes that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable
Term
Attitude Toward Object Model
Definition
model that proposes that a consumer’s attitude toward a product or brand is a function of the presence of certain attributes and the consumer’s evaluation of those attributes
Term
Attitude Toward the Ad Model
Definition
model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumers attitude toward the ad and beliefs and attitudes toward the brand
Term
Attributions toward others
Definition
when consumers feel that another person is responsible for either positive or negative product performance
Term
Attribution Toward things
Definition
consumers judge a product’s performance and attribute its success or failure to the product itself
Term
Attribution Theory
Definition
theory concerned with how people assign causality to events, and form or alter their attitudes after assessing their own or other people’s intentions
Term
Cognitive Dissonance Theory
Definition
the discomfort or dissonance that consumers experience as a result of conflicting information
Term
Defensive Attribution
Definition
theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution)
Term
Door In The Face Technique
Definition
a large, costly first request that is probably refused is followed by a second, more realistic, less costly request
Term
Ego-Defensive Function
Definition
a component of the functional approach to attitude-change that suggests that consumer wants to protect their self-concepts from inner feelings of doubt
Term
Foot In The Door Tecnique
Definition
theory of attitude change that suggests individuals form attitudes that are consistent with their own prior behavior
Term
Functional Approach
Definition
an attitude-change theory that classifies attitudes in terms of four functions: utilitarian, ego-defensive, value-expressive, and knowledge functions
Term
Intention to buy Scales
Definition
a method of assessing the likelihood of a consumer purchasing a product or behaving in a certain way
Term
Internal and External Attributions
Definition
o Internal: consumers attribute their success in using a product or source to their own skill
o External: a theory that suggests that consumers are likely to credit their success to outside sources ( like their degree or other persons)
Term
Knowledge Function
Definition
a component of the functional approach to attitude-change theory that suggests that consumer have a strong need to know and understand the people and products with which they come into contact
Term
Multi-attribute Attitude Models
Definition
attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs
Term
Self-Perception Theory
Definition
a theory that suggests that consumers develop attitudes by reflecting on their own behavior
Term
Theory of Reasoned Action
Definition
a comprehensive theory of the interrelationship among attitudes, intentions, and behavior
Term
Theory of Trying to Consume
Definition
recasts the “theory-of-reasoned-action” model by replacing actual behavior with trying to behave as the variable to be explained and/or predicted
Term
Tricomponent Attitude Model
Definition
an attitude model consisting of three parts: a cognitive (knowledge) component, an affective (feeling) component, and a conative (doing) component
Term
Utilitarian Function
Definition
a component of the functional approach to attitude-change theory that suggests consumer hold certain attitudes partly because of the brand’s utility
Term
Value Expressive Function
Definition
a component of the functional approach to attitude-change theory that suggests that attitudes express consumers’ general values, lifestyles, and outlook
Term
Advertising Resonance
Definition
defined as wordplay, often used to create a double-meaning, used in combination with a relevant picture, like a picture of Absout vodka labeled “Absolut Perfection.”
Term
Audience vs. Consumer Profiles
Definition
o Audience: psychographic/demographic profile of the audience of a specific medium
o Consumer: Psychographic/demographic profile of actual or proposed consumers for a specific product or service
Term
Broadcasting vs. Narrowcasting
Definition
o Broadcasting: where large audiences are reached with the same electronic or print messages. Becoming obsolete.
o Narrowcasting: a technique that allows marketers to send very directed messages to smaller audiences on an ongoing basis
Term
Buzz-Agents
Definition
hired by companies to use products with family and friends, as well as in public in order to increase product recognition “informally.”
Term
Cause-Related Marketing
Definition
when companies try to distinguish themselves and increase their credibility by being “good corporate citizens” and giving a portion of their earnings to a cause
Term
Communication
Definition
the transmission of a message from a sender to a receiver by means of a signal of some sort sent through a communications channel (medium) of some sort
Term
Comparative Advertising
Definition
advertising that explicitly names or otherwise identifies one or more competitors of the advertised brand for the purpose of claiming superiority either on an overall basis or an on selected product attributes
Term
Corrective Advertising
Definition
ads or messages within ads that the FTC requires a company to run correcting their deceptive claims in previous advertising
Term
Deceptive Advertising
Definition
ads that lead a consumer to believe that a product will do something that it does
Term
Direct Marketing vs. Direct Mail
Definition
o Direct marketing: a marketing technique that uses various media (mail, print, broadcast, etc) to solicit a direct response from a consumer. Also known as database marketing.
o Direct mail: advertising that is sent directly to the mailing address of a targeted consumer
Term
Federal Trade Commission
Definition
agency that determines whether an ad is deceptive
Term
Feedback
Definition
communication—either verbal or nonverbal (body language) that is communicated back to the sender of a message by the receiver
Term
Formal vs. Informal Communications Sources
Definition
o Formal: a source that speaks on behalf of an organization—either a for-profit (commercial) or a non-for-profit organization
o Informal: acquaintance that gives product info or advice
Term
Institutional Advertising
Definition
advertising designed to promote a favorable company image rather than specific products
Term
Interpersonal vs. Impersonal Communications
Definition
o Interpersonal: communication that occurs directly between two or more people by mail, e-mail, in person, phone, etc.
o Impersonal: communication directed to a large and diffuse audience, with no direct communication between source and receiver. Also known as mass communication.
Term
One-sided vs. Two-sided Messages
Definition
a one-sides message tells only the benefits of a product or service; a two-sided message also includes some negatives, thereby enhancing the credibility of the marketer
Term
Opinion Leaders
Definition
a person who informally gives product information and advice to others
Term
Order Effects
Definition
magazines charging more for ads on front, back, and inside covers because of their greater visibility
Term
Positive vs. Negative Framing Strategies
Definition
positive is stressing the benefits to be gained by using a product, whereas negative is stressing the benefits to be lost by not using the product
Term
Psychological Noise
Definition
a barrier to message reception (i.e. competing advertising messages or distracting thoughts)
Term
Publicity
Definition
when commercial or noncommercial messages appear in space or time that is not paid for and usually reserved for editorial messages
Term
Repetition
Definition
a basic concept that increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting
Term
Resonance
Definition
advertisements that are created for a certain target group to identify with them
Term
Sleeper Effect
Definition
the tendency for persuasive communications to lose the impact of source credibility over time (i.e. the influence of a message from a high credibility source tends to decrease over time; the influence of a message from a low credibility source tends to increase over time
Term
Source Credibility
Definition
the perceived honesty and objectivity of the source of the communication
Term
Target Audience
Definition
group of consumers that an advertisements is aimed at
Term
Truth-in-Advertising Laws
Definition
protect consumers from false advertisements
Term
Verbal vs. Nonverbal Messages
Definition
verbal is spoken or written, nonverbal is a photography, illustration, symbol, or combination of the two
Term
Word-of-Mouth Communications
Definition
informal conversations between friends concerning products or services
Term
Determined Detractors
Definition
those that consistently give bad ratings and publicity (usually online) to different products and companies
Term
Differential Decay
Definition
the memory of a negative cue (low credibility source) simply decays faster than the message itself, leaving behind primary message content
Term
Actor
Definition
someone paid to give an endorsement or testimonial, even if they do not actually approve of the product
Term
Autonomic (unilateral) Decisions
Definition
a purchase decision in which either the husband or the wife makes the final decision
Term
Celebrity Credibility
Definition
the audience’s perception of the endorser’s expertise and trustworthiness
Term
Comparative Reference Groups
Definition
a group whose norms serve as a benchmark for highly specific or narrowly defined types of behavior
Term
Consumer-Action Groups
Definition
groups that are dedicated to providing consumers with assistance in making the “right” purchase decisions and in avoiding “poor” decisions; sometimes based on political activism such as avoiding products manufactured in sweat shops and other unhealthy worker environments. Also called consumer activists and consumer advocates
Term
Consumer Conformity
Definition
the willingness of consumers to adopt the norms, attitudes, and behavior of reference groups
Term
Consumer Socialization
Definition
the process, started in childhood by which an individual learns the skills and attitudes relevant to consumer purchase behavior
Term
Endorsement
Definition
when celebrities or the so-called man-in-the-street who may or may not be users of a particular product or service, lend their names to advertisements for such products or services for a fee
Term
Extended Family
Definition
a household consisting of a husband, wife, offspring, and at least one other blood relative
Term
Family
Definition
two or more persons related by blood, marriage, or adoption who reside together
Term
Family Life Cycle (FLC)
Definition
classification of families into significant sates. The five traditional FLC stages are Bachelorhood, honeymooners, parenthood, postparenthood, and dissolution
Term
Group
Definition
two or more individuals who interact to accomplish either individual or mutual goals
Term
Husband-Dominated Decisions
Definition
decisions ultimately determined by the husband of a family. Traditionally the larger and money-oriented decisions
Term
Indirect Reference Groups
Definition
individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities
Term
Informal Groups
Definition
a group of people who see each other frequently on an informal basis, such as weekly poker players or social acquaintances
Term
Joint (syncratic) Decisions
Definition
family purchase decisions in which the husband and wife are equally influential
Term
Normative Reference Groups
Definition
a group that influences the general values or behavior of an individual
Term
Nuclear Family
Definition
a household consisting of a husband and wife and at least one offspring
Term
Reference Group
Definition
a person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior
Term
Shopping Group
Definition
two or more people who shop together
Term
Single-Parent Family
Definition
households consisting of only one parent and at least one child
Term
Socialization of Family Members
Definition
a process that includes imparting to children and other family members the basic values and modes of behavior consistent with the culture
Term
Spokesperson
Definition
a celebrity or company executive who represents a product, brand, or company over an extended period of time, often in print, on television, and in personal appearances
Term
Symbolic Group
Definition
a group with which an individual identifies by adopting its values, attitudes, or behavior despite the unlikelihood of future membership
Term
Testimonial
Definition
a promotional technique in which a celebrity that has used a product or service speaks highly of its benefits in order to influence consumers to buy
Term
Traditional Family Life Cycle
Definition
a progression of stages in which many families pass. Look at FLC
Term
Wife-Dominated Decisions
Definition
decisions typically determined by the wife of a family. More oriented towards the home and meals, traditionally
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