Term
| what are the 5 levels of need in maslow's theory? |
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Definition
physiological needs
safety needs
social needs (sense of belonging/love)
esteem needs (recognition/status)
self-actualization needs |
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Term
what are the implications of the hierarchy of needs when developing an IMC campaign?
2 examples |
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Definition
since basic physiological needs are met in developing countries, ppl dont usually move thru the hierarchy in a stair step manner.
also, different market segments focus on different needs. young single person wants cool car for social acceptance, family wants safe car for safety |
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Term
| what are the various sources of problem recognition? |
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Definition
out of stock
dissatisfaction w/ current state of affairs
new needs/wants develop
related products/purchases (buy ipod, suddenly need a case too)
marketer-induced problem recognition (making ppl think theyre out of style)
new products |
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Term
| how can marketers influence problem recognition? are there ethical concerns about doing so? |
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Definition
| marketer-induced problem recognition (power of suggestion). could be seen as manipulating the consumer?? also- SUBLIMINAL ADVERTISING |
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Term
| what is the basic model of consumer decision making? |
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Definition
problem recognition
-> info search
-> alternative evaluation
-> purchase decision
-> postpurchase evaluation |
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Term
| what role does advertising/promotion play at each stage of the consumer decision making process? |
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Definition
prob rec = ad can suggest that a problem is present ("want cleaner floors?")
info search = ad provides info about product
alt eval = ad can compare product to competitors ("better than the leading brand!")
purch decision = marketer's strive to develop brand loyalty
post purch eval = marketers must make sure that product lives up to what they say in ad, or else customer will be dissatisfied |
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Term
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Definition
| the reinforcement of successive acts that lead to a desired behavior pattern or response |
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Term
| how would promotional elements be used to shape behavior toward a new running shoe? |
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Definition
| marketers can use a small discount coupon to prompt purchase of the shoe |
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Term
| what is subliminal perception? |
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Definition
| the ability to perceive a stimulus that is below the level of conscious awareness |
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Term
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Definition
the various brands identified as purchase options to be considered during the alternative eval process;
the subset of all the brands of which the consumer is aware |
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Term
| what is classical conditioning? |
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Definition
| the behavioral learning theory approach that assumes learning is an 'associative process' w/ an already existing relationship between a stimulus and a response |
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Term
| what are salient beliefs? |
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Definition
| beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude (THE ONES THAT MATTER TO MARKETERS) |
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Term
| what is selective exposure? |
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Definition
| occurs as consumers choose whether or not to make themselves available to info |
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Term
| what is selective attention |
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Definition
| occurs when the consumer chooses to focus attention on certain stimuli while excluding others |
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Term
| what is selective comprehension? |
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Definition
| occurs when consumers interpret info on the basis of their own attitudes, beliefs, motives, and experiences |
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Term
| what is selective retention? |
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Definition
| occurs when consumers do not remember all the info they see, hear, or read even after paying attention to and comprehending it |
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Term
| what is operant conditioning? |
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Definition
| behavioral learning theory approach where the individual must actively operate/act in some aspect of the environment for learning to occur (based on positive vs negative reinforcement) |
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Term
| give a non-text example of operant conditioning and classical conditioning |
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Definition
O.C. = consumers are given free sample of ice cream flavor. they like it so they buy a whole cone
C.C. = pillsbury is associated w/ grandma's house. grandma's house is associated w/ good feelings. so pillsbury is associated w/ good feelings |
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Term
| from the supp reading, describe the nature of the experiments |
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Definition
| 2 studies were conducted where only the familiarity of the brand was altered. subjects were asked to watch the news and there were ads during commercial break, some familiar and some unfamiliar |
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Term
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Definition
less familiar brands wore out faster (became less effective).
processing of the brand was more extensive when unfamiliar
also, attitude toward the brand depended more on attitude toward the ad for unfamiliars |
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Term
| from a persuasion perspective, what do those results tell us? |
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Definition
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Term
| how do campbell and keller characterize attitudes? |
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Definition
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Term
| how does the text define attitudes? |
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Definition
| a person's overall evaleation of an object, issue, person, or action that is relatively global and enduring (long lasting); a general feeling of favorability or unfavorability |
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