Shared Flashcard Set

Details

MKT 351 Test #3
dfad
36
Anatomy
1st Grade
11/04/2013

Additional Anatomy Flashcards

 


 

Cards

Term
Explicit
Definition
conscious recollection of an exposure event, answer review questions without referring back to the chapter, traditional memory
Term
Implicit
Definition
non-conscious retrieval of previously entered stimuli, sense of familiarity, a feeling or set of beliefs
Term
Three types of Cognitive learning
Definition
Iconic Rote
Vicarious
Analytical
Term
Iconic Rote
Definition
learning a concept or the association between two or more concepts in the absence of conditioning. Low involvement learning, not aware of the source of the information, but form beliefs about product, just by scanning environment
Term
Vicarious
Definition
observe the outcomes of others choices and adjust their own to result in what is wanted. Use imagery to anticipate outcomes of various courses of action (MODELING)
Term
Analytical
Definition
Most complex form of cognitive learning, use creative thinking to restructure and recombine existing information as well as new information to for new associations and concepts, triggers reasoning
Analogical reasoning: inference process that allows consumers to use existing knowledge base to understand a new situation. Helps use familiar information to understand non-familiar information
Term
Hierarchy of Needs
Definition
Physiological
safety
belongingness
Esteem
Self-actualization
Term
Manifest motives
Definition
Term
Latent Motives
Definition
unknown or reluctant to admit, makes me look rich
Projective techniques: provide info on latent motives, third person technique (why OTHERS purchase it)
Laddering (means-end/benefit chain): ask benefits, for each benefit, name more
Term
Three motivational Conflicts
Definition
Approach Apporach
Approach Avoidance
Avoidance Avoidance
Term
Personality
Definition
characteristic response to ordinary/usual situations
Term
Brand Personality (5)
Definition
Sincerity, excitement, competence, sophistication, Ruggedness
Use celebrity endorsement, user imagery (Typical user and characteristics of the users), and executional factors (Tone, media, pace, logo)
Term
Emotion
Definition
Strong, relatively uncontrolled feelings that affect behavior –strongly linked to need, motivation and personality
Have specific feelings, affects, behaviors, and thoughts, have pleasure, arousal, and dominance.
Use in advertising,
Term
Id
Definition
Seeks immediate gratification, impulsive
Term
Ego
Definition
Mediator between impulsive ID and Moral constraints of superego
Term
Superego
Definition
The conscious, Controlled by societal norms and ethical restraint on behavior
Term
Attitude
Definition
Enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment; The way one thinks, feels, and acts towards some aspect of his/her environment such as a retail store or product.
Term
Cognitive attitude
Definition
consumer’s belief about an object, total configuration of beliefs about this brand represents the cognitive component, beliefs about specific attributes or overall object
Term
Affective Attitude
Definition
emotions or feelings about specific attributes or overall object
Term
Behavior Attitude
Definition
Behavioral intentions with respect to specific attributes or overall object
Term
Elaboration Likelihood model (4)
Definition
Source Credibility
Celebrity Source
Appeals characteristics
Message structure: 1 vs 2 sided
Term
6 different advertising appeals
Definition
fear
humor
sex
comparative ads
emotional ads
Value Expressive vs Utilitarian
Term
Characteristics of attitude (5)
Definition
Valence
Extremity
Resistance
Confidence
Accessibility
Term
Valence
Definition
whether attitude is positive, negative, or neutral
Term
Extremity
Definition
Intensity of liking vs. disliking
Term
Resistance
Definition
Degree to which the attitude is immune to change
Term
Confidence
Definition
Belief that attitude is correct
Term
Accessibilitly
Definition
How easily the attitude can be retrieved from memory
Term
Self-Concept
Definition
- Totality of the individuals thoughts and feelings having reference to himself or herself as an object. Attitudes you have for yourself
Actual vs. Ideal, Private vs. Social: who I am now, who I’d like to be, how others and myself see me
Term
Independent self-concept
Definition
emphasizes personal goals, characteristics, achievements, and desires, tend to be individualistic, self-reliant and self contained
Term
Interdependent self-concept
Definition
emphasizes family, cultural, professional, and social relationships, tend to be obedient, relationship oriented, know social roles
Term
Extended Self
Definition
The self plus possessions, people define themselves as part of their possessions or what they possess, if you loose a possession, become a different person slightly
Peak experience: one that surpasses the usual level of intensity and produces feelings of joy and self-fulfillmen
Term
Lifestyle
Definition
How a person lives, how they view self-concept and use past experiences.
Term
How Lifestyle is measured
Definition
Measured with psychographics which include attitudes, values/beliefs, activities/interests, demographics, media patterns and usage rates
Term
Scripts
Definition
Memory of how an action sequences SHOULD occur, purchasing and drinking a soft drink relieves thirst, known as a script. Necessary for consumers to shop effectively, appropriate script for correct item
Term
Schemas
Definition
pattern of associations between concepts and episodes is called knowledge structure , WEB OF ASSOCIATIONS, what a consumer thinks of and feels when a brand name is mentioned
Supporting users have an ad free experience!