Shared Flashcard Set

Details

Consumer Behaviour
Theories
352
Marketing
Undergraduate 2
06/04/2018
Click here to study/print these flashcards.

Create your own flash cards! Sign up here.

Additional Marketing Flashcards

 

 

Cards

Term
Ability
 Definition
The extent which consumers have the resources needed to make outcome happen.
Term
Absolute threshold
 Definition
The minimum level of intensity needed to detect a stimulus.
Term
Accommodation theory
 Definition
The more effort one puts forth in trying to communicate with an ethnic group, the more positive the reaction.
Term
Acculturation
 Definition
Learning how to adapt to a new culture.
Term
Acquistion
 Definition
The process by which a consumer comes to own an offering.
Term
Activities, interests, and opinions (AIOs)
 Definition
The three component of lifestyles.
Term
Actual identity schema
 Definition
A set of multiple, salient identities that reflects our self-concept.
Term
Actual state
 Definition
The state in which consumers find themselves at the moment.
Term
Adaptability
 Definition
The extent to which the innovation can foster new styles.
Term
Addiction
 Definition
Excessive behaviour typically brought on by a chemical dependency.
Term
Additive difference model
 Definition
Compensatory model in which brands are compared by attribute, two brands at a time.
Term
Adoption
 Definition
A purchase of an innovation by an individual consumer or household.
Term
Affective decision-making model
 Definition
The process by which consumers base their decision on feelings and emotions.
Term
Affective forecasting
 Definition
A prediction of how you will feel in the future.
Term
Affective involvement
 Definition
Interest in expanding emotional energy and evoking deep feelings about an offering, activity or decision.
Term
Affective responses
 Definition
When consumers generate feelings and images in response to a message.
Term
Agentic goal
 Definition
Goal that stresses mastery, self-assertiveness, self-efficacy, strength and no emotion.
Term
Ambiguity of information
 Definition
When there is not enough information to confirm or disprove hypotheses.
Term
Ambivalence
 Definition
When our evaluations regarding a brand are mixed (both positive and negative).
Term
Anchoring and adjustment process
 Definition
Starting with an initial evaluation and adjusting it with additional information.
Term
Appraisal theory
 Definition
A theory of emotion that proposes that emotions are based on an individuals's assessment of a situation or an outcome and its relevance to his or her goals.
Term
Approach-approach conflict
 Definition
An inner struggle about which offering to acquire when each can satisfy an important but different need.
Term
Approach-avoidance conflict
 Definition
An inner struggle about acquiring or consuming an offering that fulfils one need but fails to fulfil another.
Term
Aspirational reference group
 Definition
A group that we admire and desire to be like.
Term
Associative reference group
 Definition
A group to which we currently belong.
Term
Attention
 Definition
How much mental activity a consumer devotes to processing a stimulus.
Term
Attitude
 Definition
A relatively global and enduring evaluation of an object, issue, person or action.
Term
Attitude accessibility
 Definition
How easily an attitude can be remembered.
Term
Attitude confidence
 Definition
How strongly we hold an attitude.
Term
Attitude persistence
 Definition
How long our attitude lasts.
Term
Attitude resistance
 Definition
How difficult is to change an attitude.
Term
Attitude towards the act
 Definition
How we feel about doing something.
Term
Attraction effect
 Definition
When the addition of an inferior brand to a consideration set increases the attractiveness of the dominant brand.
Term
Attractiveness
 Definition
A source characteristic that evokes favourable attitudes if a source is physically attractive, likeable, familiar or similar to ourselves.
Term
Attribute determinace
 Definition
Attribute that is both salient and diagnostic.
Term
Attribute processing
 Definition
Comparing brands, one attribute at a time.
Term
Attribution theory
 Definition
A theory of how individuals find explanations for events.
Term
Autonomic decision
 Definition
Decision equally likely to be made by the husband or wife, but not both.
Term
Availability heuristic
 Definition
Basing judgements on events that are easier to recall.
Term
Avoidance-avoidance conflict
 Definition
An inner struggle about which offering to acquire when neither can satisfy an importat but different need.
Term
Baby Boomers
 Definition
Individuals born between 1946 and 1964.
Term
Base-rate information
 Definition
How often an event really occurs on average.
Term
Behaviour
 Definition
What we do.
Term
Behaviour intention
 Definition
What we intend to do.
Term
Bias for the whole
 Definition
The tendency to perceive more value in a whole than in the combined parts that make up a whole.
Term
Black market
 Definition
An illegal market in which consumers pay often exorbitant amounts for items not readily available.
Term
Boycott
 Definition
An organised activity in which consumers avoid purchasing products or services form a company whose policies or practices are seen as unfair or unjust.
Term
Brand-choice congruence
 Definition
The purchase of the same brand as members of a group.
Term
Brand community
 Definition
A specialised group of consumers with a structured set of relationships involving a particular brand, fellow customers of the brand and the product in use.
Term
Brand extension
 Definition
Using the brand name of a product with a well-developed image on a product in a different category.
Term
Brand familiarity
 Definition
Easy recognition of a well-known brand.
Term
Brand image
 Definition
Specific type of schema that captures what a brand stands for and how favourably it is viewed.
Term
Brand image
 Definition
Buying the same brand repeatedly because of a strong preference for it.
Term
Brand personality
 Definition
The set of associations included in a schema that reflects a brand's personification.
Term
Brand processing
 Definition
Evaluating one brand at a time
Term
Central-route processing
 Definition
The attitude formation and change process when effort is high.
Term
Classic
 Definition
A successful innovation that has a lengthy product life cycle.
Term
Classical conditioning
 Definition
Occurs when a stimulus that elicits a response is pared with another stimulus that does not initially elicit a response on its own.
Term
Closure
 Definition
The principle that individuals have a need to organise perceptions so that they form a meaningful whole.
Term
Clustering
 Definition
The grouping of consumers according to common characteristics using statistical techniques.
Term
Co-branding
 Definition
An arrangement by which the two brands form a partnership to benefit from the power of both.
Term
Co-creation
 Definition
Actively involving consumers in creating value through participation in new product development, among other marketing activities.
Term
Coercive power
 Definition
The extent to which the group has the capacity to deliver rewards and sanctions.
Term
Cognitive decision-making model
 Definition
The process by which consumers combine items of information about attributes to reach a decision.
Term
Cognitive response
 Definition
The thought we have in response to a communication.
Term
Communal goal
 Definition
Goal that stresses affiliation and fostering harmonious relations with others, submissiveness, emotionality and home orientation.
Term
Comparative message
 Definition
A message that makes direct comparisons with competitors.
Term
Compatibility
 Definition
The extent to which an innovation is consistent with one's needs, values, norms or behaviours.
Term
Compensatory consumption
 Definition
The consumer behaviour of buying products or services to offset frustrations or difficulties in life.
Term
Compensatory model
 Definition
A mental cost-benefit analysis model in which negative feature can be compensated for by positive ones.
Term
Complexity
 Definition
The extent to which an innovation is complicated and difficult to understand or use.
Term
Compliace
 Definition
Doing what the group or social influencer asks.
Term
Comprehension
 Definition
The process of extracting higher-order meaning from what we have perceived in the context of what we already know.
Term
Compromise effect
 Definition
When a brand gains share because it is an intermediate rather than an extreme option.
Term
Compulsive behaviour
 Definition
An irresistible urge to perform an irrational act.
Term
Concreteness
 Definition
The extend to which a stimulus is capable of being imagined.
Term
Conformity
 Definition
The tendency to behave in an expected way.
Term
Conjoint analysis
 Definition
A research technique to determine the relative importance and appeal of different levels of an offering's attributes.
Term
Connectedness function
 Definition
The use of products as symbols of our personal connections to significant people, events or experiences.
Term
Conversation behaviour
 Definition
Limiting the use of scarce natural resources for the purposes of environmental preservation.
Term
Consideration
 Definition
The subset of top-of-mind brands evaluated when making a choice.
Term
Conspicuous consumption
 Definition
The acquisition and display of goods and services to show off one's status.
Term
Consumer behaviour
 Definition
The totality of consumers' decisions with respect to the acquisition, consumption and disposition of goods, services time and ideas by human-making units (over time).
Term
Consumer socialisation
 Definition
The process by which we learn to become consumers.
Term
Continuous innovation
 Definition
An innovation that has a limited effect on existing consumption patterns.
Term
Credibility
 Definition
Extend to which the source is trustoworthy, expert or has status.
Term
Cross-modal perception
 Definition
The ability for stimuli received in one sensory modality to influence perception in another sensory modality.
Term
Cultural categories
 Definition
The natural grouping of objects that reflect our culture.
Term
Culture
 Definition
The typical or expected behaviours, norms, ideas that characterise a group of people.
Term
Customer retention
 Definition
The practice of keeping customers by building long-term memories.
Term
Cutoff level
 Definition
For each attribute, the point at which a brand is rejected with a non-compensatory model.
Term
Deal-prone consumer
 Definition
A consumer who is more likely to be influenced by price.
Term
Decay
 Definition
The weakening of memory strength over time.
Term
Decision making
 Definition
Making selection among options or courses of action.
Term
Delight
 Definition
Post-puchase feeling when actual performance exceeds expectations.
Term
Diagnostic information
 Definition
That which helps us discriminate among objects.
Term
Differential threshold/just noticeable difference
 Definition
The intensity difference needed between two stimuli before they are perceived to be different.
Term
Diffusion
 Definition
The percentage of the population that has adopted an innovation at a specific point in time.
Term
Disconfirmation
 Definition
The existence of a discrepancy between performance and expectation.
Term
Discontinuous innovation
 Definition
An offering that is so new that we have never known anything like it before.
Term
Disposition
 Definition
The process by which a consumer discards an offering.
Term
Dissatisfaction
 Definition
The feeling that results when consumers make a negative evaluation or are unhappy with a decision.
Term
Dissociative reference group
 Definition
A group we do not want to emulate.
Term
Divestment ritual
 Definition
Ritual enacted at the disposition stage that is designed to wipe away all traces of our personal meaning in a product.
Term
Dogmatism
 Definition
A tendency to be resistant to change or new ideas.
Term
Domain-specific values
 Definition
Values that may only apply to a particular area of activities.
Term
Door-in-the-face technique
 Definition
A technique designed to induce compliance by first asking an individual to comply with a very large and possibility outrageous request, followed by a smaller and reasonable request
Term
Downward mobility
 Definition
Lowering one's social standing.
Term
Dynamically continuous innovation
 Definition
An innovation that has a pronounced effect on consumption practices and often involves a new technology.
Term
Earned status
 Definition
Status acquired later in life through achievements.
Term
Ego-defensive function
 Definition
A function of attitudes that protects our self-esteem.
Term
Elaboration
 Definition
Transferring information into long-term memory by processing it at deeper levels.
Term
Elaboration Likelihood Model of persuasion
 Definition
A model of attitude change based on whether consumers' MAO is high or low.
Term
Elimination-by-aspects model
 Definition
Similar to lexicographic model but adds the notion of acceptable cutoffs.
Term
Embedded market
 Definition
Market in which the social relationships among buyers and sellers change the way the market operates.
Term
Emblematic function
 Definition
The use of products to symbolise membership in social groups.
Term
Emergency problems
 Definition
Problems that are unexpected and require immediate solutions.
Term
Emotional appeal
 Definition
A message designed to elicit an emotional response.
Term
Emotional detachment
 Definition
Emotionally disposing of a possession.
Term
Endowment effect
 Definition
When ownership increases the value of an item.
Term
Encoding of evidence
 Definition
Processing the information one experiences.
Term
Enduring involvement
 Definition
Long-term interest in an offering, activity or decision.
Term
Episodic (autobiographical) memory
 Definition
Knowledge we have about ourselves and our personal, past experiences.
Term
Equitable performance expectation
 Definition
An expectation of what the product or service performance ought to be.
Term
Equity theory
 Definition
A theory that focuses on the fairness of exchange between individuals, which helps in understanding consumer satisfaction and dissatisfaction.
Term
Estimation of likelihood
 Definition
Judging how likely it is that something will occur.
Term
Ethnic group
 Definition
Subculture with a similar heritage.
Term
Ethnographic research
 Definition
In-depth qualitative research using observations and interviews (often over repeated occasions) of consumers in real world surroundings. Often used to study the meaning that consumers ascribe to a product or consumption phenomenon.
Term
Even-a-penny-will-help technique
 Definition
A technique that designed to induce compliance by asking individuals to do a very small favour - one that is so small that it almost does not qualify as a favour.
Term
Evolving problems
 Definition
Problems that are not expected but don't require immediate solutions.
Term
Expectancy-value model
 Definition
A widely used model that explains how attitudes form and change.
Term
Expected performance
 Definition
An expectation of what the most likely product or service performance would be.
Term
Explicit memory
 Definition
When consumers are consciously aware that they remember something.
Term
Exponential diffusion curve
 Definition
A diffusion curve characterised by rapid initial growth.
Term
Exposure
 Definition
The process by which the consumer comes in physical contact with a stimulus.
Term
Exposure to evidence
 Definition
Actually experiencing the product or service.
Term
Expressiveness function
 Definition
The use of products as symbols to demonstrate our uniqueness - how we stand out as different from others.
Term
Expressive roles
 Definition
Roles that involve an indication of family norms.
Term
Extended family
 Definition
The nuclear family plus relative such as grandparents, aunts, uncles and cousins.
Term
Extended self
 Definition
Extending our self-concept to include possessions.
Term
External search
 Definition
The process of collecting information from outside sources, for example, magazines, dealers, ads.
Term
Extremeness aversion
 Definition
Options that are extreme on some attributes are less attractive than those with a moderate level of those attributes.
Term
Fad
 Definition
A successful innovation that has a very short product life cycle.
Term
Fairness in the exchange
 Definition
The perception that people's inputs are equal to their outputs in an exchange.
Term
Family life cycle
 Definition
Different stages of family life, depending on the age the parents and how may children are living at home.
Term
Fashion
 Definition
A successful innovation that has a moderately long and potentially cyclical product life cycle.
Term
Favourability
 Definition
The degree to which we like or dislike something.
Term
Fear Appeal
 Definition
A message that stresses negative consequences.
Term
Felt involvement
 Definition
Self-reported arousal or interest in an offering, activity or decision.
Term
Figure and ground
 Definition
The principle that people interpret stimuli in the context of a background.
Term
Focus group
 Definition
A form of interview involving 8 to 12 people; a moderator leads the group and asks participants to discuss a product, concept or other marketing stimulus.
Term
Foot-in-the-door technique
 Definition
A technique designed to induce compliance by getting an individual to agree first to a small favour, then to a larger one and then to an even larger one.
Term
Frame switching
 Definition
Stimulated by language cues, a consumer who identifies with more than one culture will activate the aspects of his or her self-concept that relates to the language's cultural background.
Term
Fraudulent symbol
 Definition
Symbols that becomes so widely adopted that it loses its status.
Term
Functional need
 Definition
Need that motivates the search for offerings that solver consumption-related problems.
Term
Gatekeeper
 Definition
A source that controls the flow of information.
Term
Gender
 Definition
Biological state of being male or female.
Term
Generation X
 Definition
Individuals born between 1965 and 1983.
Term
Gestation stage
 Definition
The first stage of gift giving, when we consider what to give someone.
Term
Global values
 Definition
A person's most enduring, strongly held, and abstract values that hold in many situations.
Term
Goal
 Definition
Outcome that we would like to achieve.
Term
Goal-derived category
 Definition
Things viewed as belonging in the same category because they serve the same goals.
Term
Grey market
 Definition
Individuals over 65 years old.
Term
Greenwashing
 Definition
The misleading use of environmental claims for marketing purposes.
Term
Grooming ritual
 Definition
Ritual we engage in to bring out or maintain the best in special products.
Term
Grouping
 Definition
The tendency to group stimuli to form a unified picture or impression.
Term
Habit
 Definition
Doing the same thing time after time.
Term
Habituation
 Definition
The process by which a stimulus loses its attention-getting abilities by virtues of its familiarity.
Term
Hedonic need
 Definition
Need that relates to sensory pleasure.
Term
Hedonic or aesthetic innovation
 Definition
An innovation that appeals to our aesthetic, pleasing-seeking and sensory needs.
Term
High-effort hierarchy of effects
 Definition
A purchase of an innovation based on considerable decision making effort.
Term
Homophily
 Definition
The overall similarity among members in the social system.
Term
Household
 Definition
A single person live alone or a group of individuals who live together in a common dwelling, regardless of whether they are related.
Term
Household decision roles
 Definition
Roles that different members play in a household decision.
Term
Husband-dominant decision
 Definition
Decision made primarily by the male head-of-household.
Term
Hypothesis testing
 Definition
Testing out expectations through experience.
Term
Ideal identity schema
 Definition
A set of ideas about how the identity would be indicated in its ideal form.
Term
Ideal performance expectation
 Definition
An expectation of the best possible product or service perfromance.
Term
Ideal state
 Definition
The state that consumers would like to achieve.
Term
Imagery
 Definition
Imagining an event in order to make a judgement about likelihood.
Term
Implicit memory
 Definition
Memory without any conscious attempt at remembering something.
Term
Impulse purchase
 Definition
An unexpected purchase based on a strong feeling.
Term
Independent variable
 Definition
The 'treatment' or the entity that researches vary in a research project.
Term
Informational influence
 Definition
The extent to which sources influence consumers simply by providing information.
Term
Inherited status
 Definition
Status that derives from parents at birth.
Term
Innovation
 Definition
An offering that is perceived as new by consumers within a market segment and that has an effect on existing consumption patterns.
Term
Instrumental roles
 Definition
Roles that relate to tasks affecting the buying decision.
Term
Instrumental values
 Definition
The values needed to achieve the desired and states such as ambition and cheerfulness.
Term
Integration of evidence
 Definition
Combining new information with stored knowledge.
Term
Intensity of ethnic identification
 Definition
How strongly people identify with their ethnic group.
Term
Interference
 Definition
When the strength of a memory deteriorates over time because of competing memories.
Term
Internal search
 Definition
The process of recalling stored information from memory.
Term
Judgement
 Definition
Conclusions that people make about an event, a product, other people or another target.
Term
Judgement of goodness/badness
 Definition
Evaluating the desirability of something.
Term
Knowledge function
 Definition
A function of attitudes by providing us with beliefs and facts for a meaningful and structured environment.
Term
Law of small numbers
 Definition
The expectation that information obtained from a small number of people represents the larger population.
Term
Legitimacy
 Definition
The extent to which the innovation follows established guidelines for what seems appropriate in the category.
Term
Lexicographic model
 Definition
A non-compensatory model that compares brands by attributes, one at a time in order of importance.
Term
Lifestyles
 Definition
People's pattern of behaviour.
Term
Locus of control
 Definition
How people interpret why things happen (internal versus external).
Term
Long-term memory
 Definition
The part of memory where information is permanently stored for later use.
Term
Loved objects
 Definition
Products that are part of the extended self and to which consumers form an emotional bond.
Term
Low-effort hierarchy of effects
 Definition
Sequence of thinking-behaving-feeling.
Term
Marketing
 Definition
The activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings with value for individuals, groups and society
Term
Marketing ethics
 Definition
Rules of acceptable conduct that guide individuals and organisations in making honest, fair and respectful decisions about marketing activities.
Term
Marketing source
 Definition
The activating agent/medium/channel/platform that is delivering the information and influence.
Term
Marketing stimuli
 Definition
Information about offerings communicated either by the marketer (such as ads) or by non-marketing sources (such as word of mouth).
Term
Match-up hypothesis
 Definition
Idea that the source must be appropriate for the product/service.
Term
Memory
 Definition
The persistence of learning overtime, via storage and retrieval of information, either consciously or unconsciously.
Term
Mere exposure effect
 Definition
When familiarity leads to a consumer's liking an object.
Term
Mere satisfaction
 Definition
Post-purchase feeling when actual performance meets expectations.
Term
Metacognitive experiences
 Definition
How the information is processed beyond the content of decision.
Term
Millenial
 Definition
Individuals born between 1984 and 1994, also known as Generation Y.
Term
Modernity
 Definition
The extent to which consumers in the social system have positive attitudes toward change.
Term
Moral licensing
 Definition
Acting immorally after behaving morally.
Term
Motivated reasoning
 Definition
Processing information in a way that allows consumers to reach the conclusion that they want to reach.
Term
Motivation
 Definition
An inner stated of arousal that provides energy needed to achieve a goal.
Term
Multi-attribute expectancy-value model
 Definition
A type of brand-based compensatory model.
Term
Multibrand loyalty
 Definition
Buying two or more brands repeatedly because of a strong preference from them.
Term
Multicultural marketing
 Definition
Strategies used to appeal to variety of cultures at the same time.
Term
National character
 Definition
The personality of a country.
Term
Need
 Definition
A state of tension caused by disequilibrium in consumer's internal state.
Term
Need for cognition
 Definition
A trait that describes how much people like to think.
Term
Need for uniqueness
 Definition
The desire for novelty through the purchase, use and disposition of products and services.
Term
Negative word-of-mouth communication
 Definition
The act of consumers saying negative things about a product or service to other consumers.
Term
Netnography
 Definition
Observing and analysis the online behaviour and comments of consumers.
Term
Non-compensatory model
 Definition
A simple decision model in which negative information leads to rejection of the option.
Term
Non-marketing source
 Definition
An information source that is external to the marketing organisation, such as friends, family or the media.
Term
Norm
 Definition
Collective decision about what constitutes appropriate behaviour.
Term
Normative influence
 Definition
How other people influence our behaviour through social pressure.
Term
Nuclear family
 Definition
Family, mother and children.
Term
Objective comprehension
 Definition
The extent to which consumers accurately understand the message a sender intended to communicate.
Term
Observability
 Definition
The extent to which consumers can see others using the innovation.
Term
Offering
 Definition
A product, service, activity, experience or idea offered by a marketing organisation to consumers.
Term
Ongoing search
 Definition
A search that occurs, regularly, regardless of whether the consumer is making a choice.
Term
Online processing
 Definition
When a consumer is actively evaluating a brand as he/she views an ad for it.
Term
Operant conditioning
 Definition
The view that behaviour is a function of reinforcements and punishments received in the past.
Term
Opinion leader
 Definition
An individual who acts as an information broker between the mass media and the opinions and behaviours of an individual or group.
Term
Parody display
 Definition
Status symbols that start in the lower-social classes and move upward.
Term
Perception
 Definition
The process of determining the properties of stimuli using vision, hearing, taste, smell and touch.
Term
Perceptual fluency
 Definition
The ease with which information is processed.
Term
Perceptual organisation
 Definition
The process by which stimuli are organised into meaningful units.
Term
Peripheral cues
 Definition
Easily processed aspects of a message, such as music, an attractive source, picture of humour.
Term
Peripheral-route processing
 Definition
The attitude formation and change process when effort is low.
Term
Personal relevance
 Definition
Something that has a direct bearing on the self and has potentially significant consequences or implications for our lives.
Term
Personality
 Definition
An internal characteristic that determines how individuals behave in various situations.
Term
Physical detachment
 Definition
Physical disposing of an item.
Term
Planning problems
 Definition
Problems that are expected but don't require immediate solutions.
Term
Possession ritual
 Definition
Ritual we engage in when we first acquire a product that helps to make it 'ours'.
Term
Post-decision dissonance
 Definition
A feeling of anxiety over whether the correct decision was made.
Term
Post-decision feeling
 Definition
Positive or negative feeling emotion experienced while using the products or services.
Term
Post-decision regret
 Definition
A feeling that one should have purchased another option.
Term
Pre-attentive processing
 Definition
The non-conscious processing of stimuli in peripheral vision.
Term
Pre-purchase search
 Definition
A search for information that aids a specific acquisition decision.
Term
Presentation stage
 Definition
The second stage of gift giving, when we actually give the gift.
Term
Price-related tactics
 Definition
Simplifying decision heuristics that are based on price.
Term
Primary and recency effect
 Definition
The tendency to show greater memory for information that comes first or last in a sequence.
Term
Primary data
 Definition
Data originating from a researcher and collected to provide information relevant to a specific research project.
Term
Primary reference group
 Definition
Group with whom we have physical face-to-face interaction.
Term
Priming
 Definition
The increased sensitivity to certain concepts and associations due to prior experience on implicit memory.
Term
Problem recognition
 Definition
The perceived difference between an actual and an ideal state.
Term
Product life cycle
 Definition
A concept that suggests that products go through an initial introductory period followed by periods of sales growth, maturity and decline.
Term
Profane things
 Definition
Things that are ordinary and hence have no special power.
Term
Prominence
 Definition
The intensity of stimuli that causes them to stand out relative to the environment.
Term
Prospect theory
 Definition
A model of decision-making describing how consumers make decisions by evaluating possible outcomes against their own subjective utility or wealth.
Term
Prototype
 Definition
The best example of a cognitive category.
Term
Protoypicality
 Definition
When an object is representative of its category.
Term
Reactance
 Definition
Doing the opposite of what the individual or group wants us to do.
Term
Recall
 Definition
The ability to retrieve information from memory without being re-exposed to it.
Term
Recognition
 Definition
The process of identifying whether we have previously encountered a stimulus when re-exposed to it.
Term
Reference group
 Definition
A group of people consumers compare themselves with for information regarding behaviour, attitudes or values.
Term
Reflexive evaluation
 Definition
Feedback from others that tells us whether we are fulfilling the role correctly.
Term
Reformulation stage
 Definition
The final stage of gift giving, when we reevaluate the relationship based on the gift-giving experience.
Term
Relative advantage
 Definition
Benefits in an innovation superior to those found in exisiting products.
Term
Representativeness heuristic
 Definition
Making a judgement by simply comparing a stimulus with the category prototype of exemplar.
Term
Research foundation
 Definition
A non-profit organisation that sponsors the research on topics relevant to the foundation's goals.
Term
Resistance
 Definition
A desire not to but the innovation, even in the face of pressure to do so.
Term
Resource slack
 Definition
The perceived surplus of time that consumers believe they will have in the future.
Term
Response involvement
 Definition
Interest in certain decisions and behaviours.
Term
Retrieval
 Definition
The process of remembering or accessing what was previously stored in memory.
Term
Retrival cue
 Definition
A stimulus that facilitates the activation of memory.
Term
Role acquisition function
 Definition
The use of products as symbols to help us feel more comfortable in a new role.
Term
Routine problems
 Definition
Problems that are expected and require immediate solutions.
Term
Sacred entities
 Definition
People, things and places that are set apart, revered, worshipped and treated with great respect.
Term
Salient attribute
 Definition
Attribute that is 'top of mind' or more important.
Term
Satisfaction
 Definition
The feeling that results when consumers make a positive evaluation or feel happy with their decision.
Term
Schema
 Definition
The set of associations linked to a concept.
Term
Script
 Definition
A special type of schema that represents knowledge of a sequence involved in performing an activity.
Term
Secondary data
 Definition
Data collected for some other purpose that is subsequently used in a research project.
Term
Secondary reference group
 Definition
Group with whom we do not have direct contact.
Term
Self-concept
 Definition
Our mental view of who we are.
Term
Self-construal
 Definition
Our view of who we are based on our relationships with others.
Term
Semantic memory
 Definition
General knowledge about an entity, detached from specific episodes.
Term
Sensory memory
 Definition
Input from the five senses stored temporarily in memory.
Term
Sexual orientation
 Definition
A person's preference toward certain behaviours.
Term
Situational involvement
 Definition
Temporary interest in an offering, activity or decision, often caused by situational circumstances.
Term
Social class fragmentation
 Definition
The disappearance of class distinctions.
Term
Social class hierarchy
 Definition
The grouping of members of society according to status, high to low.
Term
Social comparison theory
 Definition
A theory that proposes that individuals have a drive to compare themselves with other people.
Term
Social dilemma
 Definition
Deciding whether to put self-interest or the interest of others first.
Term
Social influence
 Definition
The influence of individuals or groups on a person's actions, reactions and thoughts.
Term
Social relevance
 Definition
The extent to which an innovation can be observed or the extent to which having others observe it has social cachet.
Term
Source identification
 Definition
The process of determining what the perceived stimulus actually is.
Term
Spreading of activation
 Definition
The process by which retrieving a concept or association spreads to the retrieval of a related concept or association.
Term
S-shaped diffusion curve
 Definition
A diffusion curve characterised by slow initial growth followed by a rapid increase in diffusion.
Term
Status crystallisation
 Definition
When consumers are consistent across indicators of social class income, education, occupation, etc.
Term
Status float
 Definition
Trends that start in the lower and middle classes and move upward.
Term
Status symbol
 Definition
Product or service that tells others about someone's social class standing.
Term
Storytelling
 Definition
A research method by which consumers are asked to tell stories about product acquisition, usage or disposition experiences. These stories help marketers gain insights into consumer needs and identify the product attributes that meet these needs.
Term
Strong argument
 Definition
A presentation that features the best or central merits of an offering in a convincing manner.
Term
Subjective comprehension
 Definition
What the consumer understands from the message, regardless of whether this understanding is accurate.
Term
Subjective norm
 Definition
How others feel about our doing something.
Term
Subliminal perception
 Definition
The activation of sensory receptors by the stimuli presented below the perceptual threshold.
Term
Survey
 Definition
A method of collecting information from a sample of consumers, predominantly by asking questions.
Term
Switching costs
 Definition
The time, psychological, emotional and financial costs of changing from the current product to a new one.
Term
Symbolic innovation
 Definition
A product, service, attribute or idea that has new social meaning.
Term
Symbolic meaning
 Definition
The idea that consumers do not just buy products but rather what the products mean and represent, and how it enhances their self-concept.
Term
Symbolic need
 Definition
Need that relates to how we perceive ourselves, how we are perceived by others, how we relate to others and the esteem in which we are held by others.
Term
Symbols
 Definition
External signs that consumers use to express their identity.
Term
Syncratic decision
 Definition
Decision made jointly by the husband and wife.
Term
Taxonomic category
 Definition
How consumers classify a group of objects in memory in an orderly, often hierarchical way, based on their similarity to one another.
Term
Temporal dilemma
 Definition
Deciding whether to put immediate interests or long-term interests first.
Term
Terminal values
 Definition
Highly desired end states such as social recognition and pleasure.
Term
Terror management theory
 Definition
A theory which deals with how we cope with the threat of death by defending our world view of values and beliefs.
Term
Test market
 Definition
A study in which the effectiveness of one or more elements of the marketing mix is examined by evaluating sales of the product in an actual market.
Term
Theory of planned behaviour
 Definition
An extension of the TORA model that predicts behaviours over which consumers perceive they have control.
Term
Theory of reasoned action (TORA)
 Definition
A model that provides an explanation of how, when and why attitudes predict behaviour.
Term
Tie-strength
 Definition
The extent to which a close, intimate relationship connects people.
Term
Top dog
 Definition
A market leader or brand that has a large market share.
Term
Trade group
 Definition
A professional organisation made up of marketers in the same industry.
Term
Trialibility
 Definition
The extent to which an innovation can be tried on a limited basis before it is adopted.
Term
Trickle-down effect
 Definition
Trends that start in the upper classes and then are copied by lower classes.
Term
Underdog
 Definition
A lower-share brand.
Term
Upward mobility
 Definition
Raising one's status level.
Term
Usage
 Definition
The process by which a consumer uses and offering.
Term
Use innovativeness
 Definition
Finding use for a product that differs from the product's original intended usage.
Term
Utilitarian function
 Definition
A function of attitudes by helping us achieve rewards and avoid punishment.
Term
Valence
 Definition
Whether information about something is good or bad
Term
Value-expressive function
 Definition
A function of attitudes that allows individual to express their personality and individuality.
Term
Value segmentation
 Definition
The grouping of consumers by common values.
Term
Value system
 Definition
Our total set of values and their relative importance.
Term
Values
 Definition
Abstract, enduring beliefs about what is right/wrong, important or good/bad.
Term
Variety seeking
 Definition
A phenomenon, driven by factors including boredom and satiation, that influences people to try something different.
Term
Viral marketing
 Definition
Rapid spread of brand/product information among a population of people stimulated by brands.
Term
Wearout
 Definition
Becoming bored with a stimulus.
Term
Weber's law
 Definition
The stringer the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
Term
Wife-dominant decision
 Definition
Decision made primarily by the female head-of-household.
Term
Word of mouth
 Definition
Information delivered verbally by and individual or group to another person of group.
Term
Working memory
 Definition
The portion of memory where incoming information is encoded or interpreted in the context of existing knowledge, and kept available for more processing.
Term
Yes!...Damn! effect
 Definition
The perception of benefits is stronger from a distance, but when the actual time arrives, the perception of costs becomes stronger instead.
Term
Zapping
 Definition
Use of remote control to switch channels during commercial breaks.
Term
Zipping
 Definition
Fast-forwarding through commercials on a program recorded earlier.
Supporting users have an ad free experience!