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Definition
| a story about an abstract trait or concept for which a person, animal, or vegetable stands |
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| word of mouth that consumers think is authentic and truly customer generated |
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| specifies the elements they need to control in order to communicate with their customers |
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| the more involved a company appears to be in the dissemination of news about its products, the less credible it becomes |
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Term
ELM
Elaboration likelihood model
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Definition
| assumes that once a consumer recieves a message she beings to process it |
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Term
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| the celebrity's image and that of the product he or she endorses should be similiar |
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| mobile commerce.. where marketers promote their goods and services via wireless devices |
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Definition
| first raise a negative issue and then dismiss it |
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| a form of presentation that combines a play on words with a relevant picture |
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Definition
| when people "forget" about the negative source and winde up changing their attitudes anyway |
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Term
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Definition
refers to the social value recipients attribute to a communicator
This value relates to the person's physical appearance, personality, social status, or similiarity to the receiver |
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Term
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Definition
| explains the fine line between familiarity and boredom; it proposes that two separate psychological processes are operating when we repeatedly show an ad to a viewer |
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Term
| the communications model identifies what several important componets for marketers? |
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Definition
| those elements include a source, a message, a medium, a reciever, and feedback |
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Term
| Describe the elements of the traditional communications model, and tell how the updated model differs |
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Definition
- the elements are source, message, and medium
- the updated model differs with the consumer actually seeking out the message
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Term
| What is source credibility, and what are two factores that influence whether we decide a source is credible? |
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Definition
- source credibility refers to a communicator's expertise, objectivity, or trustworthiness
- it should have sincerity and it is more persuasive when the consumer has not yet learned much about a product or formed an opinion of it
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Term
| when should a marketer present a message visually versus verbally? |
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Definition
| when you really want the consumer to remember your product because it stays as a chunk of information in their memory |
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Term
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Definition
| occurs when consumers buy beyond needs satisfaction |
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| Behavioral influence perspective |
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Definition
| consumers buy based on environmental cues, such as a sale |
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Term
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Definition
| consumers buy based on totality of product’s appeal |
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Term
| Individual Decision Making |
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Definition
Problem Recgonition
Information Search
Evaluation of Alternatives
Product Choice
Outcomes |
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Term
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Definition
| persuade consumers to use specific brand |
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Term
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Definition
| framing a problem in terms of gains/losses influences our decisions |
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Definition
| We are reluctant to waste something we have paid for |
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Definition
| risk differs when consumer faces options involving gains versus those involving losses |
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Definition
| mental rules-of-thumb that lead to a speedy decision |
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| perceived associations among events |
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Term
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| our tendency to prefer a number one brand to the competition |
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