Term
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Definition
| a series of activities by which stimuli are perceived, transformed into information, and stored. |
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Term
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Definition
| the process of sensing, selecting, and interpreting consumerstimuli in the external world (the first 3 steps of IP) |
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Term
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Definition
| occurs when a stimulus comes within range of a person's sensory receptor nerves. We see, hear, taste, smell, and touch inputs from the environment |
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Term
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Definition
| consumers make choices about what they are exposed to. |
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Term
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Definition
| although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information. |
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Term
Selective Exposure
(detailed) |
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Definition
- Ad avoidance- includes ways consumers selectively avoid exposure to advertising messgaes and can include:
- Zipping- occurs when one fast forwards through a commercial on a prerecorded program.
- Zapping- involves switching channels when a commercial appears.
- Muting- turning the sound off during commercial breaks
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Term
Selective Exposure con.
(Detailed) |
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Definition
| Product placement: involves incorporating brands into movies, TV programs, and other entertainment values in exchange for payment or promotional or other consideration |
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Term
Voluntary Exposure
(Detailed) |
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Definition
- Infromercials: are program length commercials to which consumers voluntarily expose themselves
- Permission based marketing: occurs when a consumer "opts in" to recieve email-based promotions
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Term
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Definition
| occurs when the stimulus activates one or more sensory perceptor nerves, and the resulting sensations go to the brain for processing |
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Term
Attention stimulus factors:
Intensity |
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Definition
| Intensity: Stimulus can increase attention (e.g. loudness, brightness, length) |
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Term
Attention stimulus factors:
Information quantity |
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Definition
| Information quantity: represents the number of cues in the stimulus field |
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Term
Attention stimulus factors:
Information overload |
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Definition
| Information overload: too much information can have negative consequences |
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Term
Attention stimulus factors:
Attractive stimuli |
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Definition
| Attractive stimuli: individuals are attracted to pleasant stimuli and repelled by unpleasant stimuli |
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Term
Attention stimulus factors:
Color and movement |
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Definition
| Color and movement: A bright colored package or display is more likely to receive attention |
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Term
Attention stimulus factors:
Position |
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Definition
| Position: the placement of an object in physical space or time |
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Term
Attention stimulus factors:
Isolation |
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Definition
| Isolation: is separating a stimulus object from other objects |
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Term
Attention stimulus factors:
Format |
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Definition
| Format: refers to the manner in which the message is presented |
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Term
Attention stimulus factors:
Interestingness |
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Definition
Interestingness: In advertising, factors that increase curiousity, interest and attention include:
- The possiblity of a surprise ending
- Uncertainty as to the point of the message until the end
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Term
Attention stimulus factors:
Contrast |
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Definition
| Contrast: consumers pay more attention to stimuli that contrast with their background |
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Term
Attention stimulus factors:
Expectations |
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Definition
| Expectations: drive perception. Ads that differ from expectations for a product category often attract more attention |
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Term
Attention stimulus factors:
Adaption level theory |
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Definition
| Adaption level theory: suggests that if a stimulus doesn't change over time we habituate to it and begin to notice it less. |
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Term
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Definition
occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. |
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Term
Non-focused Attention:
Hemispheric laterization |
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Definition
Hemishperic laterization: refers to the activities that take place on each side of the brain
- Left side: controls activites related to rational thought.
- Right side: deals with images and impressions
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Term
Non-focused attention:
Subliminal stimuli |
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Definition
| Subliminal stimuli: is a stimuli that cannot be discriminated by our conscious perceptual processes |
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Term
Non-focused attention: Evaluating evidence
Weak claim and Strong claim |
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Definition
- Weak claim: that subliminal advertising can create a positive affective reponse
- Strong claim: that subliminal advertising can affect behavior
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Term
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Definition
›the assignment of meaning to the received sensations. |
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Term
| 3 Basic processes of interpretation |
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Definition
- Organization
- Categorization
- Inference making
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Term
| Three aspects of interpretation |
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Definition
1)It is generally a relative process rather than absolute, referred to as perceptual relativity.
2)It tends to be subjective and open to a host of psychological biases.
3)It can be a cognitive “thinking” process or an affective “emotional” process. |
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Term
| 3 characteristics of interpretation and influencing factors |
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Definition
1)Individual Characteristics
oTraitsoLearning & KnowledgeoExpectations
2)Situational Characteristics
oContextual cues
3)Stimulus Characteristics
›Traits
›Organization
›Proximity
›Closure
›Figure-Ground
›Changes
›Sensory Discrimination
›JND
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Term
| Individual characteristics- Traits |
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Definition
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Term
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Definition
| interpretations tend to be consistent with expectations |
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Term
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Definition
| elements that are close together in space and time are seen as belonging together to form a unit |
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Term
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Definition
| elements that are similar in appearance seem to form a unit |
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Term
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Definition
| perceptions tends to feature one object at a time and to view the remaining stimuli as background which is less important |
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Term
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Definition
| perception favors a complete or closed figure |
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Term
| Individual characteristics- Changes |
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Definition
›Sensory discrimination refers to the ability of our sensory systems to detect changes or differences in stimuli.
›The Just Noticeable Difference is the minimum actual change in a stimulus that can be detected as a change.
›Weber’s lawstates "as stimulus intensities get larger, it takes more of a change in the stimulus to be detected as a change."
›JND and consumers - downsizing |
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Term
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Definition
| an inference goes beyond what is directly stated or presented |
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Term
| Perception and Marketing strategy |
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Definition
›-Retail Strategy
-›Brand Name and Logo Development
›Linguistic Consideration
›Branding Strategies
›Logo Design and Typographics
›-Media Strategy
-›Advertisements
›-Package Design and Labeling |
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Term
| Perception and Marketing Strategy |
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Definition
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Term
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Definition
| allows individuals to retain relatively large amounts of information they have just encountered for a very breif period of time |
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Term
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Definition
| also known as working memory, is a limited capacity storage system |
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Term
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Definition
| is an unlimited capacity, content-addressable facility |
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Term
Long term memory:
Semantic memory |
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Definition
| is the basic knowledge and feelings an individual has about a concept |
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Term
Long term memory:
Episodic memory |
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Definition
| the memory of a sequence of events in which a person participated |
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Term
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Definition
| are memory of how an action sequence should occur |
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Term
| High-involvement learning |
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Definition
| occurs when an idividual is motivated to acquire the information |
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Term
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Definition
| occurs when an individual is paying only limited or indirect attention to an advertisement or other message |
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Term
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Definition
| is any change in the content or organization of long-term memory or behavior |
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Term
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Definition
| is the process of using an established relationship between a stimulus and response to bring about the learning of the same response to a different stimulus |
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Term
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Definition
| occurs as the individual learns to perform behaviors that product positive outcomes and to avoid those that yield negative outcomes |
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Term
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Definition
| encompasss all the mental activities of humans as they work to solve problems or cope with situations |
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Term
| Factors that affect information retrieval |
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Definition
- Competing advertising
- Similarity to competing ads
- Lack of initial learning
- Lack of retrieval cues
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Term
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Definition
| is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment |
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Term
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Definition
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Term
| Maslow's Heirarchy of Needs |
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Definition
| All humans acquire a similar set of motives through genetic endowment and social interaction |
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Term
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Definition
Self Actualization
Esteem
Belongingess
Safety
Psychological |
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Term
| McGuire's Psychological Motives |
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Definition
| Behavior is a function of both the person and the environment |
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Term
McGuire's Psychological Motives:
Need for Consistency |
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Definition
| A basic desire to have all facets or parts of oneself consistent with each other. These facets include attitutes, behaviors, opinions, self-images, views of others, and so forth |
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Term
McGuire's Psychological Motives:
Need to Attribution |
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Definition
| This set of motives deals with out need to determine who or what causes the things that happen to us |
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Term
McGuire's Psychological Motives:
Need for Stimulation |
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Definition
| We often seek variety and difference simply out of a need for novelty. |
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Term
McGuire's Psychological Motives:
Need for Tension-Reduction |
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Definition
| In order to effectively manage tension and stress in our lives we are motivated to seek ways to reduce arousal |
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Term
McGuire's Psychological Motives:
Need for Expression |
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Definition
| This motive deals with the need to express one's identity to others. We feel the need to let others know by our actions, including the purchase and display of goods, who we are and what we are |
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Term
Motivation Conflict:
Approach-approach conflict |
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Definition
| occurs when the consumer is attempting to decide between two alternatives that are both attractive |
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Term
Motivation Conflict:
Approach-avoidance conflict |
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Definition
| occur when a consumer is considering both positive and negative features of a single alternative |
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Term
Motivation Conflict:
Avoidance-avoidance conflict |
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Definition
| occurs when the consumer is choosing between two behaviors with negative valences |
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Term
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Definition
| an individuals chatacteristic response tendencies across similar situations |
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Term
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Definition
- all individuals have internal characteristics or traits,
- there are consitent and measurable differences between individuals on those characteristics
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Term
Use of personality in marketing practice:
Brand image |
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Definition
| what people think of and feel when they hear or see a brand name |
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Term
Use of personality in marketing practice:
Brand personality |
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Definition
| a set of human charactersitics that become ossociated with a brand and are a particular type of image that some brands acquire |
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Term
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Definition
strong, relatively uncontrolled feelings that affect out behavior. We all experience a wide variety of emotions
3 dimensions:
Pleasure
Arousal
Dominance
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Term
Emotional Dimensions:
Pleasure |
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Definition
| Duty, Faith, Pride, Affection, Innocence, Gratitude |
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Term
Emotional Dimensions:
Arousal |
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Definition
| Interest, Activation Surprise, Deja vu |
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Term
Emotional Dimensions:
Dominance |
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Definition
| Conflict, Guilt, Sadness, Fear, Shame, Anger |
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Term
| Emotions and Marketing Strategy |
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Definition
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Term
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Definition
| a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object or class of objects |
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Term
Attitude Components:
Cognative component |
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Definition
refers to the knowledge and opinions the person has about the attitude object
(beliefs) |
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Term
Attitude Components:
Affective component |
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Definition
reflects feelings or emotional reactions to the attitude object
(feelings) |
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Term
Attitude Components:
Behavioral component |
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Definition
reflects behavioral tendencies toward the attitude object
(response tendencies) |
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Term
Attitude Change Strategies:
Change the Cognitive Component |
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Definition
Strategy 1: Increase belief ratings for the brand on key attributes
Strategy 2: Increase the importance of a key attribute
Strategy 3: Decrase the importance of a weak attribute
Strategy 4: Add an entirely new attribute/belief to consumers' attitudes
Strategy 5: Decrease belief ratings for competitive brands
Strategy 6: Change ideal |
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Term
Attitude Change Strategies:
Change the Affective Component |
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Definition
Strategy 7: Classical conditioning
Strategy 8: Affect toward the Ad or website
Strategy 9: Mere exposure |
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Term
Attitude Change Strategies:
Change the Behavioral Component |
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Definition
Strategy 10: Sales promotion Tools
- Free samples
- Coupons
- Point-of-purchase displays
- Tie-in purchases
- Price reductions
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Term
| Appeal Characteristics Influencing Attitudes |
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Definition
Fear Appeals: make use og the therast of negative (unpleasant) consequence if attitudes or behaviors are not altered
Humorous appeals: attract attention, without impeding comprehension
Comparative Ads: directly compare the features or benegits of two or more brands
Emotional Appeals: are advertisements designed primarily to elicit a positive affective reponse rather than to provide information or arguments |
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Term
| Message Structure Characteristics |
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Definition
-One-sided vs Two-sided Messages
- Positive versus Negative Framing |
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Term
| One-sided messages vs. two-sided messages |
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Definition
One sided messages: marketers generally present only the benefits of their product, or only one point of view
Two sided messages: Marketers present both good and bad points in their product message. |
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Term
| Positive vs Negative Framing |
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Definition
- Positive Frame
- Best for Attribute Framing Situation: only a single attribute is the focus of the frame
- Negative Frame
- Best for Goal Framing Situation: Message stresses either positive aspect of performing an act or negative aspects of not performing the act
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Term
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Definition
| can be defined as the totality of the individual's thoughts and feelings having reference to him or herself as an object |
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Term
Self-concept:
Divided into 4 parts |
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Definition
- Actual self-concept: your perception of "who I am now"
- Ideal self-concept: who I would like to be
- Private self-concept: How I am or would like to be to myself
- Social self-concept: How I am or would like to be seen by others
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Term
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Definition
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Term
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Definition
is basically how a person lives. It is how one enacts his or her self-concept
- it is how we spend our time, money and energy
- it is determined by our past ecperiences, innate characteristics & current situation
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Term
Measurement of Lifestyle:
Psychographics |
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Definition
are quantitative measures or lifestyles. The analysis of lifestyles
- Psychographics originally focused on individuals' activities, interests, and opinions
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Term
The Nature of Lifestyle:
Luxury Sports Cars |
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Definition
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Term
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Definition
Classified into 8 consumer segments
- Innovators
- Thinkers
- Believers
- Acheivers
- Strivers
- Experiencers
- Makers
- Survivors
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Term
The VALS System:
Ideals Motivation |
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Definition
Consumers who are guided in their choices by their beliefs and princpiles rather than by feelings or desire for social approval. They purchase functionality and reliability
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Term
The VALS System:
Achievement Motivation |
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Definition
Consumers who strive for a clear social position and are strongly influenced by the actions, approval, and opinions of others. They purchase status symbols.
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Term
The VALS System:
Self-Expression Motivation |
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Definition
Action-oriented consumers who strive to express their individuality through their choices. They purchase experiences.
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Term
| PRIZM Social and Lifestage Groups |
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Definition
- PRIZM organizes its 66 individual segments into social and lifestage groups
- Four social grouping are based on "urbaniticity"
- Urban: major cities with high population density
- Suburban: moderately dens "suburban" areas surronding metro area
- Second City: Smaller, less densely populated cities or satellites to major cities
- Town & rural: Low- density towns and rural commmunities
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Term
| PRIZM Social and Lifestage Groups |
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Definition
- The lifestage groups are based on age and the presence of children
- Younger years: singles and couples under 35 years of age with no children, or middle aged without children at home
- Family life: households with chidren living at home
- Mature years: Singles and couples; age 55 yeras and older, or 45-64 without children at home
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Term
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Definition
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