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MKT 447 Exam 2
MKT 447 Exam 2
27
Marketing
Undergraduate 4
10/22/2012

Additional Marketing Flashcards

 


 

Cards

Term
Define personality as related to Freudian Theory:
Definition
Much of a person's adult personality comes from a fundamental conflict between a person's desire to gratify physical needs and the necessity to function as a responsible member of society
Term
Freudian Theory's three components of personality:
Definition

ID

EGO

SUPEREGO

Term

Personality:

ID = 

Definition

"Party animal of the mind"

  • Immediate gratification
  • Follows the pleasure principle
  • Selifish and illogical
Term

Personality:

 

EGO =

Definition

Balance

Reality Principle

Term

Personality:

 

SUPEREGO =

Definition

Conscience

Internalizes society rules

Term
Dichter Motivational Research uses...
Definition

Freudian ideas to understand deeper meanings of products/advertisements.

 

In-depth interviews.

Term
Dichter believes all purchases are...
Definition
emotion-based
Term
Motivational Research...
Definition

Is cheaper than quantitative surveys

 

Uncovers deep-seated needs that can be targeted with advertising

Term
Trait Theory is..
Definition

A quantitative measure of individual traits:

introvert/extrovert, internal characteristics

 

These are formed at an early age and remain relatively unchanged

Term
Scales used in trait theory examine:
Definition

Promotional Appeal/Value Consciousness

Need for Cognition

Visualizers/Verbalizers

Materialism/Frugality

Self-Monitoring

Impressions Management

Term
What are some of the problems associated with Trait Theory?
Definition
Non-reliable scales, don't measure what they are supposed to.
Term
Aaker's Five Dimensions of Brand Personality:
Definition

CRESS

 

Competence

Ruggedness

Excitement

Sincerity

Sophistication

Term
Lifestyle Marketing Perspective:
Definition
recognizes that people sort themselves into groups based on the things they like to do, how they spend leisure time and how they spend disposable income
Term
80/20 Rule:
Definition
Only 20% of a product's users account for 80% of the sales
Term
ELM:
Definition

Elaboration Liklihood Model:

Describes the conditions in which consumers will engage in message elaboration

Term
2 Routes to Persuasion:
Definition

Central Route: High Elaboration

Peripheral Route: Low Elaboration

Term
Factors affecting Persuasion:
Definition

Source Effects:

  • Match-up Hypothesis
  • Sleeper Effect

 

Characterists of a Message:

  • Single-Sided/Double-Sided
  • Emotional Appeals/Rational Appeals: 
  • Conclusions: Implicit/Explicit
Term

Factors affecting persuasion:

 

Source Effects:

Definition

Source Effects:

  • Match-up Hypothesis: A good match between the product and endorser
  • Sleeper Effect: People remember the message better than the source
Term

Factors affecting persuasion:

 

Characteristics of a Message:

Definition

Characteristics of a Message:

  • Single-Sided: Supportive Arguments (positive-only)
  • Double-Sided:  Show both positives and negatives, seem more credible
  • Emotional Appeals: using emotions, usually positive, to encourage purchase, attracts attention and increases affective involvement
  • Rational Appeals: Straightforward, lists product benefits, offers proof
  • Conclusions: Consumers think about ads that leave things open-ended (McDonalds/BK example), Implicit: implied and not stated/Explicit: stated directly
Term
Cialdini's Compliance Principles:
Definition

Reciprocity

Consistency

Social Proof

Scarcity

Liking

Authority

 

Term
Decision Rules:
Definition

Noncompensatory: lexicographic, elimination-by-aspect, conjunctive

Compensatory: simple-additive, weighted-additive

Term
Noncompensatory Decision Rules:
Definition

Lexicographic Rule: uses most important attribute to rate brands

Elimination-By-Aspect Rule: cut-off points have to be met

Conjunctive Rule: brand selected when meets all cut-offs, otherwise rejected

Term
Compensatory Rules:
Definition

Allows for a negative product attribute to be compensated for by a positive one.

 

Simple-additive: Compare positives

Weighted-additive: Gives greater weight to some attributes than others

Term
Define The Self:
Definition
Sim of thoughts, beliefs, perceptions and feelings we have of ourselves
Term
What is the Self-Concept?
Definition
the total body of information a person has about himself or herself, self-schemas summarize things like personality, attitudes, values, interests, beliefs, etc.
Term
Why is self-concept important?
Definition
Our response to events depends on it
Term
Fishbein Model:
Definition
Assign importance rankings to attributes, rate attributes based on belief, multiply belief score by importance score to get result
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