Term
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Definition
| Set of value-seeking activities that take place as people go about addressing their real needs |
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Term
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Definition
| A specific desire representing a way a consumer may go about addressing a recognized need |
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Term
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Definition
| Acting out of the decision to give something up in return for something of greater value |
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Term
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Definition
| Negative results of consumption |
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Term
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Definition
| Positive results of consumption |
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Term
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Definition
| Process by which goods, services, or ideas are used and transformed into value |
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Term
| Consumer behavior as a field of study |
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Definition
| Study of consumers as they go about the consumption process; the science of studying how consumers seek value in an effort to address real needs |
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Term
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Definition
| Study of production and consumption |
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Term
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Definition
| Study of human reactions to their environment |
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Term
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Definition
| Study that focuses on the thoughts, feelings, and behaviors that people have as they interact with other people |
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Term
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Definition
| Study of the intricacies of mental reactions involved in information processing |
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Term
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Definition
| Multitude of value-producing activities that facilitate exchanges between buyers and sellers, including production, pricing, promotion, distribution, and retailing, which are all focused on providing value for consumers and other stakeholders |
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Term
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Definition
| The study of groups of people within a society, with relevance for consumer behavior because a great deal of consumption takes place within group settings or is affected by group behavior |
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Term
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Definition
| Study in which researchers interpret relationships between consumers and the things they purchase, the products they own, and the activities in which they participate |
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Term
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Definition
| The study of the central nervous system including the brain |
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Term
| Consumer (customer) orientation |
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Definition
| Way of doing business in which the actions and decision-making of the institution prioritize consumer value and satisfaction above all other concerns; keeping the customer satisfied is the number 1 goal |
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Term
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Definition
| Organizational culture that embodies the importance of creating value for customers among all employees; emphasizes value for the customer; always trying to enhance value |
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Term
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Definition
| An orientation in which firms recognize that more than just the buyer and seller are involved in the marketing process and a host of primary and secondary entities affect and are affected by the value creation process |
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Term
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Definition
| Activities based on the belief that the firm's performance is enhanced through repeat business |
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Term
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Definition
| Direct contacts between the firm and a customer; opportunities to connect with the customer |
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Term
| Resource-advantage theory |
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Definition
| Theory that explains why companies succeed or fail; the firm goes about obtaining resources from consumers in return for the value the resources create |
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Term
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Definition
| A product feature that delivers a desired consumer benefit |
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Term
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Definition
| Potentially valuable bundle of benefits |
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Term
| Undifferentiated marketing |
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Definition
| Plan wherein the same basic product is offered to all customers |
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Term
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Definition
| Approach where innovation is geared primarily toward making the production process as efficient and economic as possible |
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Term
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Definition
| Firms that serve multiple market segments each with a unique product offering |
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Term
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Definition
| Plan wherein a different product is offered for each individual customer so that each customer is treated as a segment of one |
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Term
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Definition
| Plan wherein a firm specializes in serving one market segment with particularly unique demand characteristics |
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Term
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Definition
| Approach that seeks to explain the inner meanings and motivations associated with specific consumption experiences |
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Term
| Qualitative research tools |
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Definition
| Means for gathering data in a relatively unstructured way, including case analysis, clinical interviews, and focus group interviews |
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Term
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Definition
| Subjective data which requires a researcher to interpret the meaning |
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Term
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Definition
| Qualitative approach to studying consumers that relies on interpretation of the lived experience associated with some aspect of consumption |
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Term
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Definition
| Qualitative approach to studying consumers that relies on interpretation of artifacts to draw conclusions about consumption |
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Term
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Definition
| A branch of ethnography that studies the behavior of online cultures and communities |
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Term
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Definition
| Approach that addresses questions about consumer behavior using numerical measurement and analysis tools |
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Term
True or False:
Consumer orientation and market orientation are related. |
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Definition
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Term
| A satisfied person will tell ___ people. An unsatisfied person will tell _____ people. |
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Definition
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Term
| It costs ___ times as much to get a new customer versus keeping an old one. |
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Definition
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Term
| You're treated better in environments that are more ___________ and ____________. |
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Definition
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Term
| All business disciplines sprung from ____________. |
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Definition
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Term
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Definition
| Decreasing demand (e.g., DUI checkpoints) |
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Term
| The _____ is how you interpret the need. |
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Definition
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Term
| What are the steps of the consumption process? |
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Definition
• Need
• Want
• Exchange
• Costs & Benefits
• Reaction
• Value |
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Term
| Understanding _____________ is key to choosing effective marketing strategies. |
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Definition
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Term
| Consumer Value Framework (CVF) |
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Definition
| Consumer behavior theory that illustrates factors that shape consumption-related behaviors and ultimately determine the value associated with consumption |
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Term
| Customer Relationship Management (CRM) |
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Definition
| Systematic information management system that collects, maintains, and reports detailed information about customers to enable a more customer-oriented managerial approach |
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Term
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Definition
| Degree of connectedness between a consumer and a retailer, brand, or service provider |
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Term
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Definition
| Things that go on inside of the mind and heart of the consumer |
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Term
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Definition
| Thinking or mental processes that go on as we process and store things that can become knowledge |
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Term
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Definition
| Feelings associated with objects or experienced during events |
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Term
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Definition
| Characteristic traits of individuals, including personality and lifestyle |
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Term
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Definition
| Social and cultural aspects of life as a consumer |
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Term
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Definition
| Elements that specifically deal with the way other people influence consumer decision-making and value |
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Term
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Definition
| Things unique to a time or a place that can affect consumer decision-making and the value received from consumption |
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Term
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Definition
| A personal assessment of the net worth obtained from an activity |
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Term
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Definition
| Value derived from a product that helps the consumer with some task |
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Term
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Definition
| Value derived from the immediate gratification that comes from some activity |
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Term
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Definition
| A planned way of doing something to accomplish some goal |
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Term
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Definition
| Way a company goes about creating value for customers |
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Term
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Definition
| A common condition in which a company views itself in a product business rather than in a value- or benefits-producing business. In this way, it is shortsighted. Example: BlackBerry changing design and losing business customers |
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Term
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Definition
| Way a firm is defined, and its general goals |
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Term
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Definition
| Ways marketing management is implemented; involves price, promotion, product, and distribution decisions |
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Term
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Definition
| Actual physical product purchased plus any services such as installation and warranties necessary to use the product and obtain its benefits |
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Term
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Definition
| Business practice wherein companies operate with the understanding that products provide value in multiple ways ("How does our product/service provide value in multiple ways?") |
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Term
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Definition
| The realization that a consumer is necessary and must play a part in order to produce value |
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Term
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Definition
| Combination of product, pricing, promotion, and distribution strategies used to implement a marketing strategy |
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Term
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Definition
| Identified segment or segments of a market that a company serves |
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Term
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Definition
| Separation of a market into groups based on the different demand curves associated with each group |
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Term
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Definition
| Reflects how sensitive a consumer is to changes in some product characteristic |
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Term
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Definition
| Marketplace condition in which consumers do not view all competing products as identical to one another |
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Term
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Definition
| Way a product is perceived by a consumer |
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Term
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Definition
| Tool used to depict graphically the positioning of competing products |
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Term
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Definition
| Positioning a firm far away from competitors' positions so that it creates an industry of its own and, at least for a time, isolates itself from competitors |
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Term
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Definition
| Combination of product characteristics that provide the most value to an individual consumer or market segment |
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Term
| Customer Lifetime Value (CLV) |
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Definition
| Approximate worth of a customer to a company in economic terms; overall profitability of an individual consumer |
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Term
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Definition
| Change in behavior resulting from some interaction between a person and a stimulus |
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Term
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Definition
| Consumer's awareness and interpretation of reality |
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Term
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Definition
| Process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of the five human senses |
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Term
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Definition
| Consumers immediate response to a stimulus |
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Term
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Definition
| Purposeful allocation of information processing capacity toward developing an understanding of some stimulus |
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Term
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Definition
| Process by which the human brain assembles sensory evidence into something recognizable |
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Term
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Definition
| State that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category |
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Term
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Definition
| State that results when a stimulus shares some but not all of the characteristics that would lead it to fit neatly into an existing category, and consumers must process exceptions to rules about the category |
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Term
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Definition
| State that results when a stimulus does not share enough in common with existing categories to allow categorization |
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Term
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Definition
| Giving humanlike characteristics to inanimate objects |
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Term
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Definition
| Process of screening out certain stimuli and purposely exposing oneself to other stimuli |
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Term
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Definition
| Process of paying attention to only certain stimuli |
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Term
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Definition
| Process by which consumers interpret information in ways that are biased by their previously held beliefs |
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Term
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Definition
| Way that the human brain deals with very low strength stimuli, so low that one cannot notice anything |
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Term
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Definition
| Minimum strength of a stimulus that can be perceived |
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Term
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Definition
| Behavior change induced by subliminal processing |
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Term
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Definition
Just noticeable difference; condition in which one stimulus is sufficiently stronger than another so that someone can actually notice that the two are not the same
"How much do you have to drop a price before people notice?" |
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Term
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Definition
| Law that states that a consumers ability to detect differences between two levels of the stimulus decreases as the intensity of the initial stimulus increases |
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Term
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Definition
Just meaningful difference; smallest amount of change in a stimulus that would influence consumer consumption and choice
"How much change is going to influence behavior?"
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Term
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Definition
| Memory that develops when a person is exposed to, attends, and tries to remember information |
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Term
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Definition
| Memory for things that a person did not try to remember |
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Term
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Definition
| Learning that occurs without attention |
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Term
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Definition
| Effect that leads consumers to prefer a stimulus to which they've previously been exposed |
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Term
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Definition
| The transfer of meaning between objects that are similar only by accidental association |
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Term
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Definition
| Products that have been placed conspicuously in movies or television shows |
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Term
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Definition
| Attention that is beyond the conscious control of a consumer; result of a surprising or novel stimuli |
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Term
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Definition
| Natural reflex that occurs as a response to something threatening |
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Term
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Definition
| The personal relevance toward, or interest in, a particular product; the more risk you perceive, the more involved you will be |
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Term
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Definition
| Learning that occurs when behaviors modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus |
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Term
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Definition
| Process by which consumers set out to specifically learn information devoted to a certain subject |
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Term
| Behaviorist approach to learning |
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Definition
| Theory of learning that focuses on changes in behavior due to association without great concern for the cognitive mechanics of the learning process |
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Term
| Information processing (or cognitive) perspective learning |
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Definition
| Perspective that focuses on the cognitive processes associated with comprehension and how these precipitate behavioral changes |
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Term
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Definition
| Change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes some reaction; a type of unintentional learning |
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Term
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Definition
| Stimulus with which a behavioral response is already associated |
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Term
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Definition
| Object or event that does not cause the desired response naturally but that can be conditioned to do so by pairing with an unconditioned stimulus |
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Term
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Definition
| Response that occurs naturally as a result of exposure to an unconditioned stimulus |
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Term
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Definition
| Response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus |
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Term
| Instrumental conditioning |
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Definition
| Type of learning in which a behavioral response can be conditioned through reinforcement -- either punishment or rewards associated with undesirable or desirable behavior |
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Term
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Definition
| Reinforcers that take the form of a reward |
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Term
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Definition
| Stimuli to differentiate one choice from another through the presence of a reinforcer |
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Term
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Definition
| Process through which a desired behavior is altered overtime, in small increments |
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Term
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Definition
| Stimuli that decrease the likelihood that a behavior will persist |
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Term
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Definition
| Removal of harmful stimuli as a way of encouraging behavior |
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Term
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Definition
| Process through which behavior cease due to lack of reinforcement |
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Term
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Definition
| The way people cognitively assign meaning to (i.e., understand) things they encounter |
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Term
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Definition
| Explains ways in which communications convey meaning beyond the explicit or obvious interpretation |
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Term
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Definition
| Tangible elements or the parts of a message that can be sensed |
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Term
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Definition
| The preferred ratio of objects, equal to 1.62 to 1.00 |
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Term
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Definition
| Extent to which a message is internally consistent and fits surrounding information |
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Term
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Definition
| Object that is intended to capture a person's attention, the focal part of any message |
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Term
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Definition
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Term
| Figure-ground distinction |
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Definition
| Notion that each message can be separated into the focal point (figure) and the background (ground) |
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Term
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Definition
| Amount of knowledge that a source is perceived to have about a subject |
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Term
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Definition
| How honest and unbiased the source is perceived to be |
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Term
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Definition
| Extent to which a source is considered to be both an expert in a given area and trustworthy |
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Term
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Definition
| Thoughts that contradict a message |
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Term
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Definition
| Thoughts that further support a message |
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Term
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Definition
| Process by which continuous exposure to a stimulus affects the comprehension of, and response to, the stimulus |
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Term
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Definition
| Level of a stimulus to which a consumer has become accustomed |
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Term
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Definition
| Russian word that can be roughly translated as "acquiring things with great difficulty" |
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Term
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Definition
| Beliefs about what will happen in some future situation |
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Term
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Definition
| Refers to the phenomenon of hemispheric lateralization. Some people tend to be either right-brain or left-brain dominant |
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Term
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Definition
| In a consumer context, an ad claim that is not literally true but figuratively communicates a message |
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Term
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Definition
| Amount of information available for a consumer to process within a given environment |
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Term
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Definition
| A phenomenon in which the meaning of something is influenced (perceived differently) by the information environment |
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Term
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Definition
| Theory that suggests that a decision, or argument, can be framed in different ways and that the framing affects risk assessments consumers make |
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Term
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Definition
| Cognitive process in which context or environment activates concepts and frames thoughts and therefore affects both value and meaning |
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Term
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Definition
| Psychological process by which knowledge is recorded |
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Term
| Multiple store theory of memory |
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Definition
| Theory that explains memory as utilizing three different storage areas within the human brain: sensory, workbench, and long-term |
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Term
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Definition
| Area in memory where a consumer stores things exposed to one of the five senses |
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Term
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Definition
| Storage of visual information in sensory memory and the idea that things are stored with a one to one representation with reality |
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Term
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Definition
| Storage of auditory information in sensory memory |
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Term
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Definition
| Interpretations created by the way some object feels |
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Term
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Definition
| Storage area in the memory system where information is stored while it is being processed and encoded for later recall |
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Term
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Definition
| Process by which information is transferred from workbench memory to long-term memory for permanent storage |
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Term
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Definition
| Process by which information is transferred back into workbench memory for additional processing when needed |
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Term
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Definition
| Simple mechanism in which a thought is kept alive in short-term memory by mentally repeating the thought |
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Term
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Definition
| Coding that occurs when two different sensory traces are available to remember something |
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Term
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Definition
| Coding that occurs when information from long-term memory is placed on the workbench and attached to the information on the workbench in a way that the information can be recalled and used later |
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Term
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Definition
| Process of grouping stimuli by meaning so that multiple stimuli can become one memory unit |
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Term
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Definition
| Notion that everything else that the consumer is exposed to while trying to remember something is also vying for processing capacity and thus interfering with memory and comprehension |
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Term
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Definition
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Term
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Definition
| Reconstruction of memory traces into a formed recollection of information |
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Term
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Definition
| Repository for all information that a person has encountered |
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Term
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Definition
| Type of coding wherein stimuli are converted to meaning that can be expressed verbally |
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Term
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Definition
| Mental path by which some thought becomes active |
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Term
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Definition
| Way cognitive activation spreads from one concept (or node) to another |
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Term
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Definition
| Small piece of coded information that helps with the retrieval of knowledge |
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Term
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Definition
| Unintentional but recurrent memory of long-ago events that are spontaneously (not evoked by the environment) triggered (e.g., thinking of your childhood when seeing a Koolaid ad) |
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Term
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Definition
| A yearning to relive the past that can produce lingering emotions |
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Term
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Definition
| Extent to which a consumer continues processing a message even after an initial understanding is achieved |
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Term
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Definition
| Process by which people imagine themselves somehow associating with a stimulus that is being processed |
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Term
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Definition
| Network of mental pathways linking knowledge within memory; sometimes referred to as a semantic network |
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Term
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Definition
| Cognitive components that represent facts |
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Term
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Definition
| Concepts found in an associative network |
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Term
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Definition
| Representations of the association between nodes in an associative network |
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Term
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Definition
| Cognitive representation of a phenomenon that provides meaning to that entity |
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Term
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Definition
| Concept within a schema that is the single best representative of some category; schema for something that really exists |
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Term
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Definition
| Schema that is the best representative of some category but that is not represented by an existing entity; conglomeration of the most associated characteristics of a category |
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Term
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Definition
| Schema representing an event |
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Term
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Definition
| Memory for past events in one's life |
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Term
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Definition
| Cognitive representation that gives a specific type of person meaning |
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Term
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Definition
| Another word for social schema |
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Term
| Each aspect of the CVF is ____________ to other components of the model. |
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Definition
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Term
| What are the components of the CVF? |
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Definition
| • Internal influences (e.g., learning, memory, cognition, personality, lifestyle) • Consumption process (needs, wants, exchange, etc.) • Value (utilitarian and hedonic) • Relationship quality • External influences (e.g., culture, social class, family, situational influences) |
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Term
| _________ and ________ are critical to consumer behavior. |
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Definition
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Term
| What are the 2 most important concepts in marketing strategy? |
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Definition
| market segmentation and product differentiation |
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Term
| What are the steps in the perception process? (p. 49-52) |
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Definition
| sensing -> organizing -> reacting |
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Term
| When applying JND, marketers should make sure _______________________________ when making a positive change. |
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Definition
| the difference is large enough to be perceived |
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Term
| When applying JND, marketers should make sure _______________________________ when making a negative change. |
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Definition
| changes are made in small increments |
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Term
| What are the 3 possible reactions in the consumer perception process? |
|
Definition
• assimilation
• accommodation
• contrast |
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Term
| Product placements impart _______ memories. |
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Definition
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Term
| What are the factors affecting consumer comprehension? |
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Definition
• characteristics of the message (intensity, color, font, congruity, figure-ground, source)
• characteristics of the receiver (intelligence, involvement, familiarity, expectations, brain dominance)
• characteristics of the environment (intensity, framing, riming, timing) |
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Term
| The _________ the message, the more likely people will comprehend it. |
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Definition
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Term
True or False:
You are more likely to comprehend an incongruent message. |
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Definition
|
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Term
|
Definition
| expertise and trustworthiness. |
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Term
|
Definition
| likeability, attractiveness, expertise, and trustworthiness. |
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Term
| What is an example of habituation? |
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Definition
| Hearing the same joke over and over |
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Term
| __________ is the ultimate goal in marketing messages. |
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Definition
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