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Definition
| carried out automatically, with little conscious effort |
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Term
| Intermediate Problem Solving |
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Definition
| limited information search and deliberation |
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Term
| Extensive Problem Solving |
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Definition
| requires deliberate and systematic effort |
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Definition
| both consumer involvement and processing effort are low |
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Definition
| involvement is high and processing is relatively low |
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Term
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Definition
| misinterpretation of information about brands (incomplete information, misinterpret attributes, and using obsolete information). |
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Term
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Definition
| Consumers not understanding themselves |
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Definition
| consumer don't know what attributes they like |
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| Consumer don't know what attributes to trade off |
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Definition
| fundamental physical or psychological states of felt deprivation |
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Definition
| internal drives that push consumer to resolve a problem or reduce a need |
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Definition
| Need Satisfiers shaped by a consumer's personality, experiences and culture--including marketing |
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Term
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Definition
| Emerge when a consumer's ideal and acutal states simultaneously move in opposite directions |
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Term
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Definition
| the set of all existing brands along with their attributes |
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Definition
| only those brands of which a consumer is aware of. |
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Definition
| the acutal satisfaction a consumer will obtain from using and consuming a brand |
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Term
| Perceived Utility Function |
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Definition
| what a consumer believes his or her reaction to a brand |
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Term
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Definition
| non-compesatory process of selecting a single cluster of brand to consider |
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Term
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Definition
| a comensatory process of comparing brands within a cluser and selecting only one. |
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Term
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Definition
| determined by consumers' post-purchase evaluation of their choices |
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Term
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Definition
| consumer attempt to reduce post-purchase feelings of uneasiness regarding their choices by comparing the selected brand to a rejected alternative |
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Term
| Expectancy Disconfirmation |
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Definition
| consumers compare perceptions of a brand's performance with their expectations. |
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Term
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Definition
| a group of brands that consumers think about when making a purchase |
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Term
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Definition
| A target brand appears more attractive when it is viewed as a "good compromise" |
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Term
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Definition
| consumers directly and physically observe all relevant brands in the consideration set |
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Term
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Definition
| none of the considered brands are physically or directly observable |
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Term
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Definition
| consumers can see some brands but must remember others |
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Definition
| consumers form overall evaluations and gerneral impressions of brands |
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Term
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Definition
| consumers compare the specific attributes or features of each brand. |
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Term
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Definition
| Shortcuts used to simply decisions |
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Term
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Definition
| infulence consumers' beliefs and attitudes. |
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Term
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Definition
| used to form likelihood judgments |
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Term
| Influence (choice) Heuristics |
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Definition
| directly affect consumers' decisions |
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Term
| The liking-agreement heuristic |
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Definition
| (persuasion heuristic) based on the assumption that consumers usally agreewith people they like |
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Term
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Definition
| (Prediction Heuristic) an event or sequence of events that is easy to imagine also seems very likely to occur |
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Term
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Definition
| (Influnce or Choice Heurisitc) a consumer chooses the brand that appears best on the most important feature, ignoring all other attributes. |
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Term
| When are consumers likely to use Heuristics? |
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Definition
| When involvement is low and risk is low. And Choice difficulty is High |
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Term
| The door in the face technique |
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Definition
| allows customers to refuse the intial deal and a second more reasonable offer follows |
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Term
| The That's Not All Technique |
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Definition
| offers a better deal immediately eliminating the opportunity to refuse the intial offer |
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Term
| The Reciporocity Principle |
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Definition
| When somone does you a favor, you feel obligated to return it in kind. |
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Term
| The Multiple-deescalating-requests technique |
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Definition
| once a request is refused, additional request follow--one after the other until one is finally accepted. |
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Term
| The Even-a Penny Technique |
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Definition
| To make extremely small requests involoving a small donation of money |
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Term
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Definition
| Consumers often want what they can't have. Consumer also want things that may not be available in the future. |
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Term
| Social Validation Principle |
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Definition
| the perceived validity (or correctness) if an indea increases as the number of people supporting the idea increases. "The proof is in the numbers" |
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Term
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Definition
| Consumers tend to comply with those in authority |
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Term
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Definition
| the act of one consumer talking to another about a brand |
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Term
| The Automaticity Principle |
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Definition
| is the cornerstone of all influence techniques. Consumer often think midlessly, without evaluating the consequences of a request. |
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Term
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Definition
| Because people process small requests mindlessly hearing the word because may be enough to trigger complaince. |
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Term
| The commitment and consistency principle |
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Definition
| consumers feel pressured to maintain stable beliefs, attitudes, and behaviors. Inconsistencies often invite interpretations of personality flaws. |
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Term
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Definition
| learning about one's own culture |
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Term
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Definition
| learning and adapting to meaning in another culture |
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Term
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Definition
| the patterns of meaning acquired by members of society expressed in their knowledge, beliefs, art, laws, morals, customs, and habits. |
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Term
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Definition
| a collective set of beliefs about what is important useful and desirable |
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Term
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Definition
| smaller groups of a larger culture that at once share larger cultural values and demonstrate unique cultural values. |
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Term
| The Return Potential Model |
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Definition
| describes norms on behavior and evaluative dimensions. Too much or too little behavior such as humor can be evaluated as either positive or negative depending on the culture norms |
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Term
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Definition
preferences change when decision alternatives are described in terms of different frames or perspectivs. Example framed Positively people are risk averse
Example framed Negatively people are risk seeking |
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Term
| Prospect Theory (Reference Dependence) |
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Definition
| suggest all outcomes are evaluated with respect to a neutral reference point, and that preferences change as reference point change. |
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Term
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Definition
| losses have a bigger impact on people than do equivalent gains |
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Term
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Definition
| outcomes have weaker effects on people as distance from the reference point increases. |
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Term
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Definition
| as the amount of time or money invested in a prohect increases, people are more reluctant to give up the project |
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Term
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Definition
| Consumers tend to intrpret ambiguou information as supportive so preferred brand is cast in a favorable light. Only slecticting favorable information. |
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Term
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Definition
| word of mouth that occurs naturally |
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Term
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Definition
| the execution of marketing tactics specifically designed to generate positive wom and spread messages thoughtout the population of interest |
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Term
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Definition
| opinion leaders recruited by a company to get products prominently seen and talked about |
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Term
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Definition
| actors put on the payroll for stealth buzz campaings. (slip commercial messages and recommendations into everday conversations) |
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Term
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Definition
| is the insertion of branded goods and services within the content of popular media. When done correctly add a sense of continuity and realsim to the context that a generic cannot. (Are economical for advertisers and reduce the cost of producing media) |
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