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Definition
| What the consumer is responding to (advertisement, product, etc |
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| Factors specific to a time and place that a consumer reacts to. Consumers often behave very differently depending on situation |
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| include décor, sounds, aromas, lighting, weather, and configuration of merchandise or other materials surrounding the stimulus object (consumer)-Creates feelings in a customer |
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| the sum of all the physical features of a retail environment. |
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| influences consumer judgments of the quality of the store and the store’s image. |
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| 5 Dimensions of Situation |
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Definition
Physical surroundings
Social surroundings
Temporal perspectives
Task definition
Antecedent states |
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Definition
| Atmosphere of a service business such as a hospital or bank. |
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| Components of Physical Surroundings |
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Definition
| Colors, Aroma, Music, and Crowding |
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Definition
| Other individuals present in a situation |
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| Situational characteristics that deal with the effect of time on consumer behavior |
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Definition
The reason consumption action is occurring
Gift Giving |
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Definition
| Features of the individual person that are not lasting characteristics (momentary moods or conditions) |
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| - Transient feeling states that are generally not tied to a specific event or object. Reflect states of mind (happy, cheerful, peaceful, sad, blue, depressed, etc) |
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| Reflect temporary states of being (being tired, sick, having extra money, being broke, etc.) |
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Definition
Thrill of the Chase
Social Experience
Instant Status
Interpersonal Attraction
Sharing Common Interests |
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Definition
Rational, Goal-Oriented, Maximize Value
of Their Dollar |
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Definition
| Forms strong attachments to store personnel. |
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| Supports locally owned stores, rather than big brands. |
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| Doesn't like to shop. Views shopping as a necessary but unpleasant chore. |
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| Shops for fun, as a social activity |
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| A shopping style that puts particular emphasis on certain activities or shopping motivations. |
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| Types of shopping orientations. |
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Definition
–Chameleons (situation-specific/constantly changing)
–Collectors/Gatherers (stock-pile to save money)
–Foragers (desired items/ shop alone)
–Hibernants (indifferent towards shopping)
–Predators (speedy, plan shopping, dislike shopping)
–Scavengers (enjoy shopping to buy and as an activity) |
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Term
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Definition
Purchases made in a retail outlet that are different then what the consumer planned to make prior to entering that retail outlet
2 types: reminder and impulse |
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| Point of Purchase Advertising International (POPAI) |
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Definition
•Specifically Planned
•Generally Planned
•Substitute
•Unplanned
•In Store Decision |
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Definition
| Refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, and sound. |
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Definition
Process by which sensations are selected organized and interpreted.
Consists of the first 3 stages of the information processing model (Exposure, Attention, Interpretation) |
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Definition
| A series of activities by which stimuli are perceived, transformed into information, and stored. |
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Definition
| Individuals are not passive recipients of marketing messages. (Consumers largely determine the messages they will encounter and notice as well as the meaning they will assign them.) |
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Definition
| Consumers are highly selective. People are typically only exposed to what they want to be exposed to. |
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Definition
| When consumers actively seek out marketing stimuli. |
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Definition
when a stimulus comes within range of our sensory receptor nerves
Random vs. Deliberate |
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Term
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Definition
when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing
Low vs. High Involvement |
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Term
| What 3 factors determine Attention? |
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Definition
1. Stimulus Factors
2. Individual Factors
3. Situational factors |
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Term
| Stimulus factors affecting Attention |
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Definition
| Position, Size, Intensity, Attractive Visuals, Color and Movement, Isolation, Format, Contrast and Expectations, Interestingness, and Information Quantity |
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Definition
| suggests that if a stimulus doesn’t change over time we habituate to it and begin to notice it less |
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Definition
| Assigning meaning to sensations |
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Definition
| Touch, Taste, Smell, Vision, and Sound |
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Definition
| A practice in which manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured |
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Definition
| Occurs when one changes channels when a commercial comes on. |
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Definition
| Fast forwarding through commercials |
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Definition
| Turning off the sound during commercial breaks |
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Definition
| Program-length television commercial with a toll-free number. |
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Term
| Permission Based Marketing |
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Definition
| When customers sign up to receive email based promotions |
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Definition
| Occurs when consumers are faced with so much information that they cannot or will not attend to all of it. |
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Definition
| Banner ads based on what certain consumers search. Example of "Behavioral Marketing" Example of "Individual Factor" |
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Term
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Definition
| Ability Individual factor related to attention. |
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Definition
| Hide key persuasive information |
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Definition
| A process whereby stimuli are placed into existing categories of meaning |
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Definition
| The emotional or feeling response triggered by a stimulus such as an ad. |
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Definition
| Stimuli positioned close together are perceived as belonging to the same category. |
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Definition
| Communication or activity that makes consumers think that the organization is apart of an event, when it really is not. |
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Definition
| Presenting incomplete stimuli to consumers hoping to get them to help complete it |
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Definition
| Involves presenting stimulus in a way that it is seen as the focal object with everything else as a background. |
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Term
| Just noticeable difference |
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Definition
| When there is barely any difference between stimuli like the dos equis commercials |
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Term
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Definition
| any change in the content or organization of long term memory or behavior and is the result of information processing |
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Term
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Definition
| working memory- is that portion of total memory that is currently activated or in use. It has limited capacity. |
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Term
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Definition
| is that portion of total memory devoted to permanent information storage. |
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Definition
| Basic knowledge and feelings an individual has about a concept |
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Definition
| Memory of a sequence of events that one participated in |
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Term
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Definition
| Refreshing Short Term Memory to prevent it from being lost. |
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Term
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Definition
| occur in STM (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. |
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Term
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Definition
| involves concrete sensory representations of ideas, feelings, or objects |
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Term
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Definition
| abstractions of reality that capture the meaning of an item in terms of other concepts. |
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Term
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Definition
| Schematic Memory- Knowledge Structure |
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Term
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Definition
| Memory of how an action sequence should occur. |
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Definition
| The likelihood and ease information can be recalled from LTM |
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Term
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Definition
| Conscious recollection of an exposure event |
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Term
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Definition
| Non-conscious retrieval of previously encountered stimuli. |
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Term
| High Involvement Learning |
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Definition
| Consumer is motivated to process or learn the material |
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Term
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Definition
| Consumer has little or no motivation to process or learn the material. |
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Term
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Definition
| refers to the schematic memory of a brand. (Users, benefits, perceived attributes, usage situations, Characteristics) |
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Term
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Definition
Using an established relationship between a stimulus and response
Low-Involvement |
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Term
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Definition
Instrumental Conditioning- involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior
Occurs as the Individual Learns to Perform Behaviors That Produce Positive Outcomes and to Avoid Those That Yield Negative Outcomes.(positive/negative reinforcement, punishment)
High-Involvement |
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Term
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Definition
| Encouraging partial responses leading to the final desired response. (free sample-discount-full price) |
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Term
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Definition
| Learning based on association of a stimulus and response |
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Term
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Definition
Fixed - Interval (seasonal sale)
Variable - Interval (Radio Station caller 10)
Fixed - Ratio (frequent flyer miles)
Variable - Ratio (gambling) |
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Term
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Definition
| Reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased |
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Term
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Definition
| Encompasses all the mental activities of humans as they work to solve problems or cope with situations |
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Term
| Iconic Rote (Cognitive Learning) |
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Definition
| (low involvement): the association between two or more concepts in the absence of conditioning |
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Term
| Vicarious/Modeling (Cognitive Learning) |
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Definition
| (low or high involvement): Observing the outcomes of others’ behaviors and adjusting their own accordingly |
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| Reasoning (Cognitive Learning) |
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Definition
| (high involvement): 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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Term
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Definition
| Process of learning to respond differently to similar but distinct stimuli. |
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Term
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Definition
| "rub-off effect"-occurs when a response to one stimulus is elicited by a similar but distinct stimulus |
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Term
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Definition
| in conditioned learning, when the stimuli is forgotten |
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Term
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Definition
| In cognitive learning, when stimuli is forgotten and the desired response begins to decay. |
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Term
| 6 factors that strengthen learning |
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Definition
Importance
Message Involvement
Mood
Reinforcement
Repetition
Dual Coding (learn in multiple ways) |
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Term
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Definition
occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way.
Competitive Advertising can cause this |
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Definition
| Indicates that consumers are relating brand information to themselves. |
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Definition
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Definition
| a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. |
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Definition
| Basic needs of a human to survive |
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Definition
| A persons psychological or emotional needs that affect their consuming behavior. (love, self esteem, social status) |
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Definition
| One of the types of needs that seek to achieve some practical benefit from a product. They are normally associated with product attributes that define performance. |
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Definition
| The need to achieve pleasure from a product; most likely associated with emotions or fantasies derived from consuming a product. |
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Definition
| The willingness to buy a particular product or service |
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Definition
| Motives that are known and freely admitted |
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Definition
| Motives that are unknown to the consumer or were such that he/she was reluctant to admit them |
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Term
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Definition
motivation research to determine “latent motives”
Ex: Laddering, or constructing a means-end chain |
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Definition
A motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting.
-increases attention, analytical processing, information search, and word of mouth. |
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Term
| Approach-Approach Motivational Conflict |
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Definition
| A choice between two attractive alternatives |
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| Approach-Avoidance Motivational Conflict |
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Definition
| A choice with both positive and negative consequences |
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| Avoidance-Avoidance Motivational Conflict |
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Definition
| A choice involving only undesirable outcomes |
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Definition
Personality refers to a person’s unique psychological makeup and how it consistently influences the way a person responds to his or her environment.
Involves people choice of leisure activities, politics, aesthetic tastes |
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Definition
Id- Oriented towards immediate gratification
Ego- Referee in the fight between virtue and temptation
Superego- Person's Conscience |
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Definition
| uses relatively few consumers but probes deeply into each person’s purchase motivations |
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Definition
is the identifiable specific feeling, and affect to refer to the liking/disliking aspect of the specific feeling.
Emotions are strong, relatively uncontrolled feelings that affect behavior |
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Term
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Definition
| involves consumers thoughts and behaviors in reaction to a stress-inducing situation designed to reduce stress and achieve more desired positive outcomes. |
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Definition
| the emotional appreciation for benefits received is a desirable consumer outcome that can lead to increased consumer trust and purchases. |
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Definition
Overall orientation towards an object
an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
“What are our motives and how do we apply them” |
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Definition
| a consumer's belief about an object |
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Definition
The components of an Attitude.
1.Affect- Consumer's Feelings
2.Behavior- Response Tendancies "do"
3.Cognition- Consumer's Beliefs
Stimuli only need to target one component because they all follow they all respond the same. |
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Term
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Definition
1. Source Credibility
2. Celebrity sources
3. Sponsorship |
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Definition
| Source’s perceived expertise, objectivity, or trustworthiness.Credibility can be enhanced if the source’s qualifications are perceived as somehow relevant to the product being endorsed. |
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Definition
Source’s perceived social value.
Celebrities are successful endorsers because they embody Cultural Meanings such as status, social class, gender, age, or personality types. (celebrities are not relevant to product) |
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Definition
| often occurs when persons of high rank on one dimension are assumed to excel on others as well. The “What is beautiful is good” stereotype. |
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Definition
| Holding Mixed beliefs and or feelings about an attitude object. |
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Definition
| Anything toward which one has an attitude. This means it is general evaluation of people (including one self), objects, advertisement, products, brands, companies, or any other issue. |
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Definition
| 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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Definition
| A company providing financial support for an event. |
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Definition
| Created to be the face of the brand or product (tony the tiger, Geico's gecko, etc.) |
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Definition
| Use the threat of negative consequences if attitudes or behaviors are not altered |
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Definition
| Directly compare the features or benefits of two or more ads. |
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Definition
| attempt to build a personality for the product or create an image of the product user |
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Definition
| Involves informing consumers about the functional benefits that are important to the target market |
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Definition
| When marketers only say the benefits of the product not the negative aspects of it |
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Definition
| When marketers present the good and bad aspects |
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Term
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Definition
| presenting one of two equivilant value outcomes either in positive or gain (positive framing) or negative or loss terms (negative framing) |
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Definition
| the message stresses either positive consequences of performing an act or negative consequenses of not performing the act. |
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Term
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Definition
Fear Appeals
Humorous Appeals
Comparative Ads
Emotional Appeals
Value-Expressive versus Utilitarian Appeals |
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Term
| Strategic Implications of the Multi-attribute Model |
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Definition
1. Capitalize on relative advantage
2. Strengthen PerceivedProduct / Attribute Linkages
3. Influence competitors ratings
4. Add a new attribute |
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Term
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Definition
| the totality of the individuals thoughts and feelings having reference to himself or herself as an object |
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| Dimensions of self concept |
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Definition
Independent- emphasizes personal goals, characteristics, achievements, and desires
Interdependent- emphasizes family, cultural, professional, and social relationships |
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Definition
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Definition
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Definition
| how i am or how i would like to be to myself |
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Definition
| How I am seen by others or how I would like to be seen by others |
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Definition
consists of self plus possessions
Tattoos can be an example |
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Definition
| an experience that surpasses the usual level of intensity, meaningfulness and richness and produces feelings of joy and self-fulfillment. |
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Definition
| the tendency of an owner to evaluate it more favorably than a non owner. |
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Definition
How a person lives. How they enact his or her self concept.
Influences all aspects of one’s consumption behavior.
Is determined by the person’s past experiences, innate characteristics, and current situation. |
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Term
| 4 levels of Extended Self |
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Definition
1. Individual Level (personal possessions)
2. Family Level (residence and furnishings)
3.Community Level- Neighborhood or Town
4. Group Level- Social Groups |
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Definition
| stresses that relationships with other people play a large part in forming the self. |
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Definition
| Process of imagining the reactions of others toward us. |
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| Symbolic Self-Completion Theory |
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Definition
| predicts that people who have an incomplete self-definition tend to complete this identify by acquiring and displaying symbols associated with it. |
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Definition
| Attempts to develop quantitative measures or lifestyle |
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Definition
| occurs when the symbolic meanings of different products are related to each other. |
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| Consumption Constellations |
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Definition
| used by consumers to define, communicate, and perform social roles. i.e. The “Yuppie” was defined by a Rolex watch, BMW cars and Gucci briefcases. |
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Definition
| Attitudes, Values, Activities/Interests, Media Patterns, Demographics, and Usage Rates |
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Definition
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Definition
| Tells why a customers buy |
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Definition
| Activities, Interests, Opinions |
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Definition
provides a systematic classification of U.S. adults into eight distinct consumer segments.
based on enduring psychological characteristics that correlate with purchase patterns |
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Definition
Innovators- successful, high self-esteem
Thinkers- ideals motivated
Achievers/Strivers- Achievment motivated
Experiensers/Makers- Self Expression Motivated
Survivors- Satisfied with little income, constricted lives |
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