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Idiocentric
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Behavioral Targeting
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Participant Observers
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participate while observing
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Infomercials
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program-length television commercials with a toll-free number and/or web address through which to order or request additional information
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What influences our self-concept?
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-Other people
-Values
-Beliefs
-POSESSIONS
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belief
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psychological association between a product or brand and an attribute or feature of that product or brand
- are cognitive (based on knowledge) as opposed to affective (Based on feelings)
- the stronger the association of features with the product or brand, the stronger the consumer's _____
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Attitude
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an enduring organization of motivational, emotional, perceptual, and cognitive process with respect to some aspect of our environment
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Opinion Seekers
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individuals who actively seek information and advice about products from others
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Attitudes
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learned predispositions to respond to an object in a consistently favorable or unfavorable way
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subcultural interaction
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because consumers are simultaneously members of several subcultural groups, marketers must determine how consumer’s specific subcultural memberships interact to influence the consumer’s purchase decisions
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Want
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the particular form of consumption chosen to satisfy a need
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Individualism
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cultural dimension: extent to which the culture values the welfare of the individual versus that of the group
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psychographics
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attempt to analyze and measure lifestyle
- to get this marketers examine various aspects of personality and behavior including:
personality traits and concept of self
attitudes toward product classes and toward brands
activities, interests, and opinoins
value systems
goods and services consumed
media use patterns
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Inept Set
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unworthy of further consideration; actively disliked or avoided by the consumer
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Consumer SKills
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those apabilities necessary for purchases to occu such as understanding money budgeting, product evaluation, and so forth
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Classical Conditioning
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PavlovCS + UCS = response
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relationship marketing
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marketers that interact with customers on a regular basis and give them reasons to maintain a bond witht the company over time
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customer satisfaction
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reception of product PERFORMANCE in relation to consumer EXPECTATIONS
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Cause-Related Marketing
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when companies try to distinguish themselves and increase their credibility by being “good corporate citizens” and giving a portion of their earnings to a cause
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horns effect
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one neg feasture influences everything else being neg
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trait theory
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NEOPI-R--Big 5-->aimed at looking at which traits define u ... extro/introverted? independent or passive?...focuses on the quantitative measurment of personality traits
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Chunking
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a process in which information is stored by combining small pieces of information into larger ones
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Avatars
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a cyberspace presence represented by a character that you can move around inside a visual, graphical world
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Mental Accounting
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principle that states that decisions are inflenced by the way a problem is posed
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Connexity
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a lifestyle term to describe young consumers who place high value on being both footloose and connected
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fashion
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process of social diffusion by which some group(s) of consumers adopt a new style
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consumer ethnocentricity
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an economic form of ethnocentrism; measured by the CETSCALE
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Attribution Theory
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theory concerned with how people assign causality to events, and form or alter their attitudes after assessing their own or other people’s intentions
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Conflicting Principles in Business
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Societal Responsibility (General Public & Environment)
Stakeholder Responsibility (Customers, Suppliers/Distributors, Employees)
Profit Responsibility (Owners/Stockholders, Lenders)
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Gender Identity
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the traits or femininity (express traits such as tenderness and compassion) and masculinity (instrumental traits such as aggressiveness and dominance)
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Brand Extension
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branding strategy; where an existing brand extends to a new category with the same name; ex:Levi Strauss putting its Levi name on a line of upscale men's suits
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Attention economy:
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The Internet has transformed the focus of marketers from attracting dollars to attracting eyeballs.
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absolute threshold
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the minimum amount of stimulation that can be detected on a given sensory channel
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Comparative Reference Groups
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reference groups that serve as benchmarks for specific or narrowly defined attitudes or behavior
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Nuclear Family
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a household consisting of a husband and wife and at least one offspring
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lateral cycling
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people exchanging what they dont use for what other ppl dont use any more. recycling
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downward mobility
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consumers who have a lower social class level than their parents in terms of the jobs they hold, residences, level of disposable income, and savings
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Straight Rebuy
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in the context of buyclass framework; the type of buying decision that is virually automatic and requires little deliberation
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Evoked Set
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those products already in memory plus those prominent in the retail environment that are actively considered during a consumer's choice process
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Comparative Advertising
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a strategy in which a messagae compares two or more specifically named or recognizably presented brands and makes a comparison of them in terms of one or more specific attributes
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Consumer Satisfaction/Dissatisfaction
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the overall attitude a person has about a product after it has been purchased
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Millennials
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people born between 1986 - 2002; also known as Echo Boomers and Gen Y
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craft product
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admire becuase of the beauty with which it performs some function
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situational involvement
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involvement that is specific to a product or situation and is temporary
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experimental research
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invovles setting up a situation in which one or more variables are manipulated and the effects of this manipulation are observed on a selected shopper/buyer/consumer behavioral phenomenon
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Ego-Defensive Function
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a component of the functional approach to attitude-change that suggests that consumer wants to protect their self-concepts from inner feelings of doubt
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Power Distance
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the degree to which people accept inequality in power, authority, status, and wealth as natural or inheret in society
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Low-Involvement Learning
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the consumer has little or no motivation to process or learn the material
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virtual consumption communities
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a collection of people whose online interactions are based on shared enthusiasm for and knowledge of a specific consumption activityties to community (weak, strong)vs.consumption activity (high, low)**important because even the mingler may have some influence on product
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sunk cost effect
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costs that have already been incurred and cannot be recovered; one should not let sunk costs influence ones dedcision b/c doing so would not assessing a decision exclusivly on its own
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What cultural influences affect purchase decisions?
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Cultural values, norms and sanctions
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Short-Term Memory
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the mental system that allows us to retain information for a short period of time
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Web 2.0
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rebirth of the internet as a social, interactive medium from its original roots as a form of one-way transmission from producers to consumers
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Desacralization
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occurs when we remove a sacred item or symbol from its special palce or duplicate it in mass quantities
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reference group influences
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1. part of the socialization process2. setters of roles3. information sources4. normative influences5. expression of self-value
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Value Expressive Function
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a component of the functional approach to attitude-change theory that suggests that attitudes express consumers’ general values, lifestyles, and outlook
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Functions of Marketing Channels
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1) Facilitating: financing & marketing information and research
2) Logistical: assorting and transporting
3) Transactional: buying, selling, & risk mitigation
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Information Processing
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a series of activites by which stimuli are perceived, transformed into information, and stored
exposure-->attention--> interpretation--> memory--> purchase & consumption decisions
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instrumental conditioning (operant conditioning)
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occurs as the individual learns to perfrom behaviors that produce positive outcomes and to avoid those that yield negative outcomes
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• Consumers’ need for Uniqueness
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: reflects an individual diff in consumers’ propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods
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Illusion of Truth Effect
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telling people that a consumer claim is false can make them misremember it as true
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What are the 5 categories of sacred products?
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-Times: events, holidays
-Intangibles
-Persons
-Places
-Experiences
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theory of assimilation
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- groups lose their customs and traits over time- gradually adopt behavior and lifestyles of the dominant culture
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Various Measures of External Info Search
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1)number of stores visited
2)number of alternatives considered
3)number of personal sources used
4)overall or combination measures
each assesses a different aspect of behavior but all observes one: external information search is skewed toward limites search, with the greatest proportion of consumers performing little external search immediately prior to purchase
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Multistep Flow of Communication Theory
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a revision of the traditional two-step theory that shows multiple communication flows
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generation X consumers
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born between 1965 and 1979, this is a post baby-boomer segment (also reflected as Xers or busters)
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gestalt principle
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the whole adds up to more than the sum of its parts
- the most effective point-of purchase materials are those that use colors and shapes in an arresting way not typically found in the surrounding environment
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Index of Social Position (ISP)
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two-item index that is well developed and widely used; multi-item indexes approach of Hollingshead
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What is the difference between situational and enduring involvement?
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Situational- goes away, based on risk, you're about to purchase a risky product
Enduring- hobbies, lasting involvement
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JFK’s “Declaration of Consumer Rights” (1962)
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The right to safetyThe right to be informedThe right to redressThe right to choice
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selecting a model to guide the research
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- choose a model we've talked about that will best help you answer the research question
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