Shared Flashcard Set

Details

MKTG 480 Ch.7
Stewart (Fall '11) Exam 2, Chapter 7
68
Marketing
Undergraduate 4
10/16/2011

Additional Marketing Flashcards

 


 

Cards

Term
-life cycle stage
-lifestyle
-gender roles
-occupation
Definition
The 4 Types of Personal Characteristics
Term
Maslow’s Hierarchy of Needs Theory
Definition
Theory that says humans have wants and needs which influence their behavior. People advance only to the next level if the lower needs are meet.
Term
Motivation
Attitude
Perception
Learning
Personality
Definition
The 5 Types of Psychological Attributes
Term
Physiological
Safety
Love/Social
Self Esteem
Self Actualization
Definition
The five steps of Maslow's Hierarchy of Needs
Term
Ruggedness
Definition
Type of Brand Personality;Outdoorsy And Tough
Term
Sophistication
Definition
Type of Brand Personality;Upper Class And Charming
Term
Competence
Definition
Type of Brand Personality;Reliable, Intelligence, And Successful
Term
Excitement
Definition
Type of Brand Personality;Daring, Spirited, Imaginative, And Current
Term
Sincerity
Definition
Type of Brand Personality; Down-to-Earth, Honest, Wholesome, Cheerful
Term
language
subculture
values
Definition
3 cultural factors
Term
Physical Surroundings
Personal Circumstances
Time
Definition
3 types of situational factors
Term
Family
Household Life Cycle
Opinion Leaders
References Groups
Definition
4 types of social factors
Term
Aspirational
Definition
(BLANK) focus is anything of interest to the buyer and is not limited to the product itself; possible to be involved with a brand , advertising or activities that occur with product use
Term
- The individual’s background and psychological profile
- The aspirational focus
- The environment at the time of the decision
Definition
Involvement is activated by 3 elements
Term
- Association
- Desirability
- Degree of affiliation
Definition
3 characteristics used to describe reference groups
Term
What’s the difference between an opinion leader & a market maven?
Definition
Market mavens have a broader understanding & expertise that goes beyond product to include other elements of the purchase decision such as shopping experience & price.
Term
- Success driven factors (have the greatest effect on social status; includes education, income, & occupation)
- Innate factors (results from characteristics the individual has inherited from birth; gender, race & parents, etc )
Definition
2 factors drive social status
Term
- Cultural
- Situational
- Social
Definition
The 3 wide-ranging external factors that have the most significant impact on consumer choices
Term
- Sincerity
- Excitement
- Competence
- Sophistication
- Ruggedness
Definition
Research on brand personality identified 5 traits
Term
problem recognition
search for information
evaluation of alternatives
product choice decision
post purchase evaluation
Definition
Consumer Decision Making Process (5)
Term
demographics
Definition
The characteristics of human populations and population segments, especially when used t identify consumer markets.
Term
family life cycle
Definition
The changes in life stage that transform an individual’s buying habits.
Term
lifestyle
Definition
An individual’s perspective on life that manifests itself in activities, interests, and opinions.
Term
gender roles
Definition
Behaviors regarded as proper for men and women in a particular society.
Term
motivation
Definition
The stimulating power that induces and then directs an individual’s behavior.
Term
attitude
Definition
Learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
Term
multiattribute model
Definition
A model that measures an individual’s attitudes toward an object by evaluating it on several important attributes.
Term
perception
Definition
A system to select, organize, and interpret information to create a useful, informative picture of the world.
Term
selective awareness
Definition
A psychological tool an individual uses to help focus on what is relevant and eliminate what is not relevant.
Term
selective distortion
Definition
The process in which an individual can misunderstand information or make it fit existing beliefs.
Term
selective retention
Definition
The process of placing in one’s memory only those stimuli that support existing beliefs and attitudes about a product or brand
Term
learning
Definition
Any change in the content or organization of Iongterm memory or behavior.
Term
conditioning
Definition
The creation of a psychological association between two stimuli.
Term
Cognitive learning
Definition
Active learning that involves mental processes that acquire information to work through problems and manage life situations.
Term
personality
Definition
An individual’s set of unique personal qualities that produce distinctive responses across similar situations.
Term
brand personality
Definition
The association between a brand and an individual’s specific personality characteristics.
Term
culture
Definition
A system of values, beliefs, and morals shared by a particular group of people that permeates over time.
Term
language
Definition
An established system of ideas and pho netics shared by members of a particular culture that serves as their primary communication tool.
Term
nonverbal communication
Definition
The means of communicating through facial expressions, eye behavior, gestures, posture, and any other body language.
Term
Subculture
Definition
A group within a culture that shares similar cultural artifacts created by differences in ethnicity, religion, race, or geography.
Term
household life cycle (HLC)
Definition
A structured set of chronological activities a particular household follows over time.
Term
social class
Definition
A ranking of individuals into harmonized groups based on demographic characteristics such as age, education, income, and occupation.
Term
aspirational purchases
Definition
Products bought outside the individual’s social standing.
Term
opinion leaders
Definition
Individuals with expertise in certain products or technologies who classify, explain, and bestow the information to a broader audience.
Term
market mavens
Definition
Individuals who have information about many kinds of products, places to shop, and other facets of markets, and initiate discussions with consumers and respond to requests from consumers for market information.
Term
reference group
Definition
A group of individuals whose beliefs, attitudes, and behavior influence (positively or negatively) the beliefs, attitudes, and behavior of an individual.
Term
desirability
Definition
The extent and direction of the emotional connection an individual wishes to have with a particular group.
Term
degree of affiliation
Definition
The amount of interpersonal contact an individual has with the reference group.
Term
primary group
Definition
A reference group an individual has frequent contact with.
Term
secondary group
Definition
A reference group with which an individual has limited contact.
Term
involvement
Definition
A significant outcome of an individual’s motivation that mediates the product choice decision. It is activated by three elements: background and psychological profile. aspirational focus, and the environment at the time of purchase decision.
Term
high-involvement learning
Definition
The learning process in which an individual is stimulated to acquire new information.
Term
low-involvement learning
Definition
The learning process in which an individual is not prompted to value new information, characterized by little or no interest in learning about a new product offering.
Term
real state
Definition
An individual’s perceived reality of present time.
Term
preferred state
Definition
An individual’s desires that reflect how he or she would like to feel or live in the present time. (i.e. being hungry)
Term
minimal information search
Definition
When a consumer makes a purchase decision based on very little information or investigation.
Term
limited information search
Definition
When a consumer makes a purchase decision based on incomplete information and/or lack of personal knowledge.
Term
extensive information search
Definition
When a consumer makes a purchase decision based on a thorough process of investigation and research.
Term
external information
Definition
Additional information an individual seeks from outside sources when internal information is not sufficient to make a purchase decision.
Term
complete set
Definition
The very large set of possible alternatives a consumer considers during the initial search for information.
Term
awareness set
Definition
A reduced set of possible alternatives a consumer considers after eliminating available options based on gathered Information and personal preference,
Term
consideration (evoked) set
Definition
A refined list that encompasses the strongest options an individual considers in a purchase decision once he or she has obtained additional information and carried out an evaluation.
Term
emotional choice
Definition
A product choice based more on emotional attitudes about a product rather than rational thought.
Term
attitude-based choice
Definition
A product choice that relies on an individual’s beliefs and values to direct his or her assessment.
Term
attribute-based choice
Definition
A product choice based on the premise that product choices are made by comparing brands across a defined set of attributes.
Term
postpurchase dissonance
Definition
A feeling of doubt or anxiety following a recent purchase, generally attributed with high-involvement, large purchases.
Term
instrumental performance
Definition
The actual performance features of the product in terms of what it was promised to do.
Term
symbolic performance
Definition
The image-building aspects of the product in terms of how it makes the consumer feel after purchase.
Supporting users have an ad free experience!