Term
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Definition
| the sum total of values, self-concepts, personality, and lifestyles |
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Term
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Definition
| the way we live--our pattern of living |
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Term
| Consumption Constellation |
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Definition
| a group of products that are consumed together in a typical consumption setting -- one place |
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Term
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Definition
"activities, interests, and opinion"
comprises a set of statements to which respondents indicate their agreement or disagreement on a numerical scale |
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Term
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Definition
| realizing that one is what one truly is |
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Term
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Definition
| the extent to which one considers possessing and consuming more and more products as a sign of success and a means of happiness |
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Definition
| holding oneself as valued |
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Definition
| viewing oneself as effective, in control |
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Definition
| divides consumers into eight groups, bases on two dimensions: primary motivation and resources |
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Definition
| acquiring a belief system that too much consumption is undesirable, and, accordingly, living life with fewer products and services |
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Term
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Definition
| learned predispositions to respond to an object in a consistently favorable or unfavorable way |
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Term
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Definition
| refers to the sequence in which the three attitude components occur |
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Term
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Definition
| expectations about what something is or is not or what something will or will not do |
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Term
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Definition
| a thought about a specific property or quality of the brand |
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Term
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Definition
| our instruction to the mind that next time the occasion arises, we are going to buy this thing |
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Term
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Definition
| defending our ego against others' attacks on it |
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Term
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Definition
| the sequence in which we feels first, then act, and think last |
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Term
| Functional Theory of Attitude |
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Definition
| Katz's theory that people hold certain attitudes (or come to acquire those attitudes) because these attitudes serve one or more of the following four functions: utilitarian, value expressive, ego-defense, and knowledge |
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Term
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Definition
| the ability of an object to serve our need for knowledge and certainty |
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Term
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Definition
| a sequence of learning wherein cognitions come first, affect next, and action last |
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Term
| Multiattribute Model of Attitude |
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Definition
| suggests that overall attitude is based on the component beliefs about the object, weighted by the evaluation of those beliefs |
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Term
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Definition
| a thought that makes you inclined to act |
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Term
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Definition
| a perception we come to form about a whole category of things or people |
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Term
| Theory of Reasoned Action (TORA) |
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Definition
| attitude toward an object is based on the consequences the object has, weighed by the desirability or undesirability of these consequences |
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Term
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Definition
| offering a personal benefit |
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Term
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Definition
| holds that consumers are actively processing the information in the ad, and that it they who are persuading themselves |
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Term
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Definition
| when a consumer processes the message with attention |
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Term
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Definition
| the advertised brand compares itself to competing products or brands |
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Term
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Definition
| the thoughts generated in the mind upon exposure to a message |
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Term
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Definition
| the marketer makes a large request that is sure to be refuse; subsequently, after the consumer declines the first request, the marketer then makes a much smaller request, which is whats/he wanted of the consumer in the first place |
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Term
| Elaboration Likelihood Model |
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Definition
| the higher the consumer involvement, the higher the likelihood that the consumer would elaborate on the message |
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Term
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Definition
| a marketer makes a small request to which the consumer cannot (or usually won't) refuse; subsequently, the marketer makes a larger request |
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Term
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Definition
| maintains that in any relationship between three entities, a state of unbalance cannot be sustain, and it will be resolved by altering one of the relationships |
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Term
| Law of Reciprocal Concessions |
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Definition
| the consumer notices that the requester has made a concession, and the consumer feels that it is now his or her turn to reciprocate |
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Term
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Definition
| the celebrity chosen for promoting a brand should have an image similar to the brand'd image (or desired image) |
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Term
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Definition
| the view of the consumer processing the message that consumers' minds sit there, like couch potatoes, passively, and absorb whatever is thrown at them |
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Term
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Definition
| the processing of a message superficially |
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Term
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Definition
| Bem's theory that we infer our attitude from our own behavior |
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Term
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Definition
| the quality of making an emotional connection with the viewer |
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Term
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Definition
| how credible (believable or trustworthy) the source is judged to be by the target audience |
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Term
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Definition
| separation of the source from the company that would benefit from the message |
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Definition
| how similar to themselves consumers see the spokesperson to be |
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Term
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Definition
| present both the merits and demerits of a product, brand, or issue |
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Term
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Definition
| consumers avoiding the commercial by fast-forwarding while watching a prerecorded program |
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Term
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Definition
| consumers avoiding commercials by switching channels |
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Term
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Definition
| a group in which membership is automatic--you don't have a choice |
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Term
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Definition
| the rapid-spreading of product news through word-of-mouth |
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Term
| Consumption as Identity Marker |
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Definition
| the extent to which a person defines his or her identity by consumption |
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Term
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Definition
| a subgroup of Influentials--the persons who are net-savvy and influence other people both offline and online |
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Term
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Definition
| two or more persons sharing a common purpose |
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Term
| Identificational Influence |
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Definition
| occurs when a consumer emulates the behavior of another person |
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Term
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Definition
| occurs when a consumer is influenced by the product information someone provides |
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Term
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Definition
| a researcher asks the residents of a community or members of a group who they (each one individually) would consult with or look to for information about the given topic |
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Term
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Definition
| permanent groups or entities with a pervasive and universal presence in a society, such as schools, religions, and family |
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Term
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Definition
| ask prominent people in a community to name a few persons they consider able to influence others' opinion on a given topic |
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Term
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Definition
| those in which an individual claiming to be a member is so recognized by the head or leader and/or key group members, even when the membership is informal |
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Term
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Definition
| occurs when a consumer's excision or action is based on his or her desire to conform to the expectations of someone else |
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Term
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Definition
| the giving of information and advice, leading to the acceptance of the advocated position by the recipient of the opinion |
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Term
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Definition
| groups with whom a person interacts frequently (not necessarily face-to-face) and considers their opinion or norms important to follow |
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Term
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Definition
| persons, groups, and institutions one uses as points of reference |
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Term
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Definition
| groups marked by infrequent contacts, and norms of the group are considered less binding or obligatory |
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Term
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Definition
| a survey method where the respondents rate or designate themselves on opinion-leadership activities or behaviors |
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Term
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Definition
1. As humanism we have an innate need to evaluate ourselves
2. Because we do not have objective criteria, we look to others similar to ourselves as an evaluation template |
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Term
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Definition
| the spreading of an innovation's acceptance and use through a population |
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Term
| Susceptibility to Interpersonal Influence (SIPI) |
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Definition
| consumer motivation to follow other people's expectations and advice |
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Term
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Definition
| groups have no provision or procedure for granting membership |
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Term
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Definition
| seeking the spread of product acceptance from one consumer to another in an exponential fashion |
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Term
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Definition
| journals or logs people keep on their personal Web sites |
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Term
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Definition
| suggests that the perceived disutility (that is, "pain") of a loss is greater than the perceived utility (that is, "joy") of a gain of the same amount |
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Term
1. Values
2. Motives
3. Personality
4. Self-Concept |
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Definition
| 4 abstract ideas that make up psychographics |
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Term
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Definition
| AIO inventories are used to put these together |
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Term
1. ideals (driven by principles)
2. achievements
3. self-expression |
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Definition
| qualities of primary motivation |
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Term
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Definition
| are thought to parallel innovation |
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Term
1. General Population Lifestyles
2. Subpopulation Lifestyles
3. Domain-Specific Lifestyles
4. Customers' Psychographics |
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Definition
| 4 Types of Lifestyle Research |
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Term
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Definition
| the idea that many products are conceived to suit specific lifestyles |
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Term
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Definition
| sets of products that fit together |
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Term
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Definition
| special case of product constellation where related products are sold together |
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Term
1. Lifestyle specifc media products
2. Physical presence in lifestyle events
3. Lifestyle niche echoing |
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Definition
| 3 Types of Positioning by Lifestyle |
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Term
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Definition
| entire marketing program is conceived to echo particular lifestyle niche (Hot Topic) |
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Term
1. Choose your target markets
2. Create different programs for different segments
3. Court a segment
4. Appeal to lifestyles |
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Definition
| 4 Steps in Implementing Psychographics |
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Term
1. Acquisition centrality
2. Acquisition as pursuit of happiness
3. Possessions-defined success |
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Definition
| 3 Dimensions of Materialism |
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Term
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Definition
| affluent consumers seek well-made products but not mass produced |
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Term
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Definition
| affluents consumption of products to mock cons picous consumption |
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Term
1. Attitudes are learned
2. They are targeted toward an object/objects
3. They cause responses
4. The response is consistent
5. It is predisposed |
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Definition
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Term
1. Affect (feelings)
2. Beliefs (cognitions)
3. Conation (intention) |
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Definition
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Term
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Definition
| where the consumer first feels, then acts, and finally thinks |
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Term
| Low-Involvement Hierarchy |
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Definition
| when a consumer first acts, then feels, and finally thinks |
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Term
1. Utilitarian
2. Value-Expressive
3. Knowledge
4. Ego-Defense |
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Definition
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Term
1. Theory of Value Assessment (TOVA)
2. Theory of Reasoned Action (TORA)
3. Theory of Trying to Achieve (TOTA) |
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Definition
| 3 Multiattribute models of attitude |
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Term
1. High-low involvement theories
2. Elaboration likelihood model
3. Multi-attribute model
4. Heider's balance theory
5. Attribution theory
6. Self perception theories
7. Active vs passive audience theory |
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Definition
| 7 Theories of Attitude Molding |
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Term
| peripheral route: low attention, low defense, repetition |
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Definition
| Low Involvement Attitude Change |
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Term
| central route: high attention, high defense, message content |
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Definition
| High Involvement Attitude Change |
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Term
1. High involvement THINK
2. High involvement FEEL
3. Low involvement THINK
4. Low involvement FEEL |
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Definition
| 4 modes of involvement theory |
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Term
+ more elaboration/processing
+ more likely to remember
+ more realistic brand perceptions
- more critical of ad |
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Definition
| High Involvement Ad Reaction |
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Term
1. change specific component belief
2. change importance of attribute
3. introduce a new attribute |
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Definition
| 3 Ways to Change Attitudes in a Multiattribute Model |
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Term
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Definition
| consumers assign causes to events. can be an internal attribution or external attribution. |
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Term
1. emotional vs rational
2. humor
3. fear
4. sexual
5. two-sided vs one-sided
6. comparative vs noncomparative |
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Definition
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Term
1. Source credibility
2. source expertise
3. source independence |
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Definition
| 3 Characteristics of Sources that Affect Persuasion |
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Term
1. Good looks
2. Common ground
3. Aspirational persona
4. Utility
5. Being liked |
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Definition
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Term
1. primary vs secondary
2. formal vs informal
3. ascribed vs choice
4. associative vs dissociative
5. membership vs symbolic |
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Definition
| 5 Types of Reference Groups |
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Term
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Definition
| membership granted by a formal admission |
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Term
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Definition
| a group that has few explicit rules about member behavior |
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Term
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Definition
| a group a person voluntarily decides to join |
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Term
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Definition
| groups with which we want to associate or to which we want to belong |
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Term
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Definition
| groups with which we want to disassociate |
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Term
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Definition
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Term
luxuries vs necessities
private vs public |
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Definition
| Dimensions of Reference Group Influence |
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Term
1. Informational
2. Normative
3. Identificational |
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Definition
| 3 Types of Reference Group Influence |
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Term
1. professional advisor
2. market maven
3. product enthusiast
4. experienced consumer |
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Definition
| 4 Types of Informational Influence |
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Term
1. parents and family
2. friends and peers
3. public institutions
4. work organizations |
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Definition
| 4 Types of Normative Influence |
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Term
1. personal acquaintance
2. heroes
3. social archetype |
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Definition
| 3 Types of Identificational Influence |
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Term
1. Autonomy
2. Risk Averseness
3. Consumption as Identity Marker |
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Definition
| 3 Factors that Make Consumers More or Less Susceptible |
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Term
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Definition
| the desire to feel fee to do whatever one wants |
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Term
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Definition
| how much risk people are willing to accept |
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Term
| Consumption as Identity Marker |
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Definition
| the extent to which a person defines his or her identity by consumption |
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Term
1. Observation
2. Self-Designation
3. Sociometry
4. Key-Informant |
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Definition
| 4 Methods for Identifying Opinion Leaders |
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Term
1. high product involvement
2. recognized as leaders
3. socially well integrated
4. more exposed to a variety of media sources
5. hold leadership and formal office positions in social and community organizations |
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Definition
| 5 Personal Characteristics of Opinion Leaders |
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Term
1. two smaller gifts > one large gift
2. two sequential discounts
3. bundling the price
4. deduct tax at source
5. charge more now, rebate it later (silver lining) |
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Definition
| 5 Ways to Implement Prospect Theory |
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