Term
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Definition
| The process by which a consumer comes to own an offering. |
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Definition
| The process by which a consumer uses an offering |
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| The process by which a consumer discards an offering |
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| Motivation, Ability, and Opportunity |
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Definition
| Jason is going on a ski vacation so he is motivated to find various places, he knows how to ski so he has the ability to be picky. |
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Term
| Developing and Implementing a Customer-Oriented Strategy |
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Definition
| Marketers do research to develop an understanding of what the consumers needs. How is the Market Segmented? How profitable is each segment? What are the characteristics of consumers in each segment? Are customers satisfied with existing offerings? |
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| How an offering is positioned in consumers' minds. How are competitive offerings positioned? How should our offerings be positioned? Should our offerings be repositioned? |
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| The price can affect a consumers' acquisition, usage, and disposition. What price should be charged? How sensitive are consumers to price and price changes? When should certain price tactics be used? |
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Definition
| An inner state of arousal that provides energy needed to achieve a goal |
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| Processing information in a way that allows consumers to reach the conclusion that they want to reach. |
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Definition
| Long-term interest in an offering , activity, or decision. |
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| Temporary interest in an offering, activity, or decision, often caused by situational circumstances. |
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| Something that has a direct bearing on the self and has potentially significant consequences or implications for our lives. |
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| Our mental view of who we are |
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Definition
| Social and nonsocial or functional, symbolic, and hedonic needs |
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Definition
| external needs directed and related to other individuals |
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| needs that achievement is not based on other people |
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| Need that motivates the search for offerings that solve consumption-related problems |
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| Need that relates to how we perceive ourselves, how we are perceived by others, how we related to others, and the esteem in which we are held by others. |
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| Need that relates to sensory pressure. Ex. sex drive |
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Definition
| Needs are dynamic meaning needs are never fully satisfied. Needs exist in a hierarchy meaning some needs are more important than others. Needs can be internally or externally aroused. Needs can conflict. |
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Term
| Approach-avoidance conflict |
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Definition
| An inner struggle about acquiring or consuming an offering that fulfills one need but fails to fulfill another. |
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Term
| Approach-Approach conflict |
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Definition
| An inner struggle about which offering to acquire when each can satisfy an important but different need. |
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| Avoidance-avoidance conflict |
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Definition
| An inner struggle about which offering to acquire when neither can satisfy an important but different need. |
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Definition
| A particular end state or outcome that a person would like to achieve. |
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Definition
| type of goal that is specific to a given behavior or action and determined by the situation at hand. If you're tired your goal is to go to bed early |
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| Goals that endure over a long period of time such as being a good student or looking beautiful. |
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Definition
| A theory of emotion that proposes that emotions are based on an are based on an individual's assessment of a situation or an outcome ans its relevance to his or her goals |
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Definition
| The extent to which the consumer is uncertain about the consequences of an action, for example, buying, using or disposing of an offering |
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Definition
| The possibility that the offering will perform less than expected |
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Definition
| The extent to which buying, using, or disposing of an offering is perceived to have the potential to create financial harm |
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Definition
| The extent to which buying, using, or disposing of an offering is perceived to have the potential to create physical harm or harm one's safety |
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Definition
| The extent to buying, using, or disposing of an offering is perceived to have the potential to do harm ton one's social standing. |
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Definition
| The extent to which buying, using, or disposing of an offering is perceived to have the potential to harm one's sense of self and thus create negative emotions. |
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Definition
| The extent to which buying, using, or disposing of the offering is perceived to have the potential to lead to loss of time. |
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Term
| Inconsistency with Attitudes |
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Definition
| seeing conflicting ads for a product owned by a consumer brings out this. |
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Definition
| the extent to which consumers have the resources needed to make an outcome happen |
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Definition
| Consumers gain experience through ad exposures, interactions with salespeople, information from friends or from media sources. |
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Definition
| The process by which the consumer comes in physical contact with a stimulus |
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Definition
| Fast-forwarding through commercials on a program recorded earlier. |
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Definition
| Use of remote control to switch channels during commercial breaks |
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Definition
| The nonconscious processing of stimuli in peripheral vision |
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Definition
| Stimuli that appeal to our needs, values, emotions, or goals. |
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Term
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Definition
| People tend to approach things that are inherently pleasant. Using attractive models, using music, and using humor allow marketers to do this. |
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Definition
| Consumers are likely to process stimulus when it is surprising. |
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Term
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Definition
| We are more likely to notice any marketing stimulus that is new or unique because it stands out relative to other stimuli. |
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Term
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Definition
| When a stimulus differs from what we are used to. |
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Term
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Definition
| Ads that require resolution such as rhymes, metaphors or puns attract customers. |
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Term
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Definition
| Marketers can enhance attention by boosting consumers' ability to process the stimuli. |
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Definition
| Stimuli that stand out relative to the environment because of it's intensity |
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Term
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Definition
| the extent to which we can imagine stimuli |
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Term
| Amount of Competing Stimuli |
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Definition
| A stimulus is easier to process when few things surround it to compete for attention. |
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Term
| Contrast with Competing Stimuli |
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Definition
| Example would be a black and white newspaper with a color ad in it. |
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Definition
| The minimal level of stimulus intensity needed to detect a stimulus |
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Definition
| The intensity difference needed between two stimuli before they are perceived to be different. |
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Definition
| the group of associations of associative network linked to an object or person. Example a banana is yellow has 100 calories, and bruises easily. |
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Term
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Definition
| associations can vary in favorability. Associating a banana with 100 calories can result in favorability. |
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Term
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Definition
| Fast service is not related to McDonald's but the Big Mac is |
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Definition
| how easily something comes to mind |
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Definition
| Specific type of schema that captures what a brand stands for and how favorably consumers view it. |
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Definition
| the way that the consumer would describe the brand it if were a person. |
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| A special type of schema that represents knowledge of a sequence of actions involved in performing an activity. |
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Definition
| Using the brand name of a product with a well-developed image on a product in a different category. |
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Term
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Definition
| when an object is representative of its category. Example a wedding ring and engagement |
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Term
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Definition
| when an associative network contains attributes that are linked in the consumer's mind |
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| things viewed as belonging in the same category because they serve the same goals. |
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Definition
| the degree to which we like or dislike something |
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Definition
| how strongly we hold an attitude |
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Definition
| How long our attitude lasts |
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Definition
| How difficult it is to change an attitude |
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Term
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Definition
| when our evaluations regarding a brand are mixed( both positive and negative) |
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Term
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Definition
| The attitude formation and change process when effort is high |
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Term
| Peripheral route Processing |
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Definition
| the attitude formation and change process when effort is low. |
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Term
| Direct or Imagined Experience |
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Definition
| Elaborating on actual experience with a product or service can help consumers form positive or negative attitudes. For example movie previews |
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Term
| Reasoning by Analogy or Category |
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Definition
| Consumers also form attitudes by considering how similar a product is to other products or to a particular product category. |
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Term
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Definition
| Another way that attitudes are generated or shaped is based on individual values |
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Term
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Definition
| The way that consumers view their own social identities can play a role in forming their attitudes toward products or brands. |
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Term
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Definition
| thought a person has when he or she is exposed to a communication, which may take the form of recognitions, evaluations, associations, images or ideas. |
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Term
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Definition
| thought that express disagreement with the message |
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Term
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Definition
| thought that express agreement with the message |
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Term
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Definition
| thought that discount or attach the message source. |
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Term
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Definition
| Extent to which the source is trustworthy, expert, or has status |
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Term
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Definition
| when consumer are either unwilling or unable to exert a lot of effort or devote emotional resources to processing the central idea. |
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Term
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Definition
| evaluations made after very brief observations |
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Term
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Definition
| beliefs based on peripheral cues |
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Term
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Definition
| Simple rules of thumb that are used to make judgements |
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Term
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Definition
| An ad in which the brand is not identified until the end of the message. |
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Term
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Definition
| Producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response. |
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Term
| Unconditioned Stimulus vs conditioned |
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Definition
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Term
| Factors influencing affective attitudes |
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Definition
| Attrative sources such as models, likable sources, and celebrity sources. |
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