Consumer survey that lists the top brands

Attitude toward the object = The attribute X the evaluation of that attribute 

Model that promostes that attitude toward an object is based on the summed set of beliefs about the object's attributes weighted bsy the evaluation of these attributes

Consumers indicate where they believe a product is

located on scales representing the various levels of salient attributes.

Also report where ‘ideal’ product would fall on these

attribute scales.

The closer the ‘actual’ rating is to the ‘ideal’ ratings, the

more favorable the attitude.

1.) Change beliefs

2.) Change 'attribute importance'

3.) change 'ideal points'

Elderly persons living with  nonfamily members

Persons of the opposite sex sharing living quarters

friends living together

same sex couples

these are all...

_______ of career women age 35+ are childless

______Femail CEOs earning $100k + are childless

55%

49%

initiator of family thinking about buying products and gathering information to aid decisions

(Under Family Role Behavior)

person who acts as the purchasing agent by visiting the store, calling suppliers, writing checks, bringing products into the home and so on

(Under Family Role Behavior)

Androgynous society

Boomerang Kids

a generation that is sandwiched between their children and their parents. Must take care of both.

Sandwich Generation

16 million consumers in US are members of the "sandwich generation"

Average age for women to get married is ______

Average age men get married is _________

25 yrs

27yrs

____ % men vacuum

___% men wash dishes

____% men made beds 

____% men load washing machines

47

41

37

Kids Growing Older Younger

kids know about stuff that adults didn't know about until way later

Children learn their consumer behaviors through socialization

Children learn shopping behaviors from shopping with parents

Involves the interpretation of a stimulus

When meaning is attached to the stimulus

The meaning depends on what occurs during stimulus processing

Opinion Formation: Comprehension

Classifying stimulus using the mental concepts and categories stored in memory

The category to which a product is assigned will affect how the product is interpreted

Stimulus Categorization

Opinion Formation

Cognitive responses

Affective responses

Cognitive responses:

Affective responses:

thoughts evoked by the ad

feelings evoked by the ad

***Mere exposure effect

Opinion Formation: Classical Conditioning

Leads to the formation of opinions without thinking about relevant information

Often attitude toward an ad is an important determinant of advertising effectiveness in shaping opinions

Peripheral process

peripheral cues

Other factors may b ias or alter information processing and cause a change in how the inforation is interpreted

Expectations and mood states may bias information

They show consumers a broken B. If you show consumers a  bunch of numbers, then the broken B, they say 13. If you show them a bunch of letters and then the broken B, they will say B.

The "Broken B" Stimulus

just noticeable difference

The smallest change in stimulus intensity that will be noticed

1. making changes can improve the opinions of some but harm the opinions of others
2. may attract one segment but alienate another
5. ****sacrifices are acceptable as long as the losses are more often ofset by the new customers gained

What is Composite Branding

_______ leads consumers to blieve that more product is inside

_______ are effective at drawing attention particularly when they have an unusual shape

Larger Packages

Packages

_____________  __________appeals attempt to influence consumers’ beliefs about the advertised product.

whereas

_________ ____________ appeals try to influence

consumers’ feelings about the advertised product.

informational advertising

emotional advertising

information about a price other than that actually charged for the product is provided

Designed to encourage consumers to form a

favorable opinion about the reasonableness of the

price.

An endorser for a product is more effective

when perceived as appropriate for the product.

Ex. David Beckham is more effective at endorsing a brand of soccer equipment than he is for endorsing a restaurant

"Be Consistent"

Helping consumers remember

- An ad may convey the same meaning through the brand name, copy and picture if they are presented in similar ways

-When the ad copy conveys the same meaning as teh name and picture, brand name recall is improved

-Consistency facilities rememberance 

such as dog or tree can be visualized rather easily

i.e. Easy off, head and shoulders

such as democracy or equality are more difficult to represent visually

i.e. Nuprin, Prius, WD-40

concrete words

abstract words

Brand Name Suggestiveness

rewrite

reformulate

Brands 

cartoon characters

______________:when the last digit of the price is

the number 9, it signals a lower price or is mentally

rounded down.

Given a price of $9.99, it tends to be viewed as $9.00 instead of $10.00.

 developed by Daniel Kahnemann and Amos Tvorsky

A rigorous theory studied in psychology and mathematics

that proved:

Consumers tend to segregate gains

Consumers tend to integrate losses

Consumers tend to integrate smaller losses with larger gains

Consumers tend to segregate small gains from largers losses

Prospect Theory

a part of mental accounting and the prospect theory

consumers tend to integrate smaller losses with larger gains

The cancellation principle

allowing a previous expenditure affect your future decisions

***Sunk Cost Effect

When studying two cases of a person "losing" ten dollars:

They found that only _____ of those who lost a movie ticket (worth $10)were willing to buy a replacement ticket, whereas _____ of those who lost and equivalent amount of cash was willing to buy a movie ticket

46%

88%

- Identify the age and gender of the potential customer and customize advertising

-quanitity effectiveness of the marketing campaign measureing demographics and attention level

- design special offers to recognized customers

No Noise at Selfridges

Marketers use demographic analysis as _____________descriptors 

 and in __________.

market segment

trend analysis

number of live births per 1,000

population in a given year

surplus of births over deaths

in a given period

number of live births per 1,000

women of childbearing age (15 to 44 years).

future growth of any population will be influenced by its present age distribution

__________is fundamental to understanding

changing consumer markets.

The key is examining the influences

that are shared by most people in a specific group

___________:the age one perceives one’s self to be

Often seen in what market?

Cognitive Age

Young Again

__________refers to where people live, how

they earn and spend their money, and other

socioeconomic factors

a free-standing metropolitan area surrounded by non-metropolitan counties and not closely related to other

metropolitan areas.

a metropolitan area closely

related to another city.

Primary MSA

or Primary Metropolitan Statistical Area

money from wages and salaries as well

as interest and welfare payments

a measure of a family’s net worth or

assets in things such as bank accounts, stocks,

and a home, minus its liabilities such as home

mortgage and credit card balances

____________is what consumer think will happen in the future. It heavily influences consuption

measuring it isimportant in making decisions about inventory levels, staffing, or promotional budgets

___________reflect the choices an individual

makes from the variety of social values or social

systems to which they are exposed

Values are concerned with goals and ways of behaving to obtain them.

Values are enduring beliefs that specific modes of conduct or end states of existence are personally or socially preferable to opposing modes of conduct or end states or existence.

Designed to measure a comprehensive set of values

thought to be held by nearly everyone.

Values are trans-situational goals that serve the interest of individuals or groups and express one of ten universal

motivations or value types.

patterns in which people live and spend time and money.

Reflects a person’s activities, interests, and opinions

(AIO) as well as demographic variables.

an operational technique to measure

lifestyles; it provides quantitative measures and can

be used with the large samples needed for definition

of market segments…

Consumers who are primarily motivated by _______

are guided by knowledge and principles.

Consumers primarily motivated by _________ look

for products or services to demonstrate their

success to their peers.

Consumers primarily motivated by ___________

desire social or physical activity, variety, and risk.

ideals

achievement

self-expression

individual whose opinions are important in determining the critera for a purchase and which products may fit that critera 

(Under Family Role Behavior)

_________occurs when, for an existing stimulusresponse

relationship, the more similar a new stimulus is to an

existing one, the more likely it will evoke the same response.

Eg: designing ‘me-too’ packages to imitate leading competitor’s packaging to create favorable opinions among consumers.

NFU

Need for Uniqueness

_________ measures how satisfied your customers are with the company. “How likely are you to recommend to a colleague or friend”

NPS

Net Promoter Score

__________is fundamental to understanding

changing consumer markets.

it analyzes any group of individuals linked as a group

in some way

_____________ is an individual’s unique

psychological makeup, which consistently

influences how the person responds to his

or her environment.

This theory states:

Human personality system consists of the id, ego, and

superego.

The dynamic interaction of these elements in

unconscious motivations that are manifested in

observed human behavior.

Personality is derived from conflict between the desire

to satisfy physical needs and the needs to be a

contributing member of society (Sigmund Freud).

This Theory states:

Recognizes interdependence of the individual

and society—individual strives to meet needs of

society and society helps individual attain personal goals.

Social variables (rather than biological instinct)

are most important in shaping personality.

The ________ is an

important predictor of family or household spending.

In the last decade of a person's life, consumers have changed their

household spending from “things” to “services”.

_________attempt to

influence consumers’ opinions about the advertised

product’s ability to communicate something about

those who use the product.

_________suggests that consumer buy products and

services and seek experiences that fulfill their

characteristic preference and give shape, substance,

and satisfaction to their lives.