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Body Image
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efficent decions
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minimal time/energy
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whats wrong about hueristics?
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BIAS
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Nationality
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an important suvcultural reference that guides what they value and that they buy
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Incidental Learning
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unintentional acquisition of knowledge
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Symbolic Performance
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aesthetic or image-enhancement performance
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negative reinforcement
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strengthens responses so that appropriate behavior is learned. i.e. a perfume company might run an ad showing a woman sitting home alone on a Saturday night because she did not wear its fragrance
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Fact/Claim Discrepancies
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relevant information is omitted, leading to misrepresentation (false)
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evoked set
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alternatives a consumer knows about
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perception process
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stimul (5 senses)-->sensation (sensory receptors; attention)--->meaning (interpretation & response)----->perception
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utilitarian function
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reward/punishment; we develop some attitudes twrds brands based on whether/not it provides pleasure or pain) (ads that stress straightforward product benefits 'you should drink coke just for the taste of it' sppeals to utilitarian function
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Sacralization
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occurs when ordinary objects, events, and people take on a sacred meaning
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mass market
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lower-middle and upper-lower classes constitute this
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Churn
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turnover in a firm's customer base
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Zipping
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occurs when one fast-forwards through a commercial on a prerecorded program
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Stimulus Discrimination
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Brand positioningUnique attributes of brandAnti-Counterfeiting Coalition combats “knockoffs”
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Repetition
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a basic concept that increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting
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Three Parts of Attitude
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1. Affect
2. Behavior
3. Cognitive
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seniors
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individuals 65 years of age and older
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Crowdsourcing
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similar to a firm that outsources production to a subcontractor; companies call upon outsiders from around the world to solve problems their own scientists can't handle
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Recognition
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in advertising research the extent to which consumers say they are familiar with an ad the researcher shows them
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Twitter
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a popular social media platform that restricts the poster to a 120 word entry
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Word of Mouth
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product information transmitted by individual consumers on an informal basis
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Objectification
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when we attribute sacred qualities to mundane items
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hierarchy-of-effects models
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explain different levels of consumer response to advertising
- first model still used today is the AIDA model
Attention
Interest
Desire
Action
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erosions
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the "tracks" or "wearing away" or "removals" left behind by past cultures
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Resonance
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advertisements that are created for a certain target group to identify with them
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Store Atmosphere
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influenced by such attributes as lighting, layout, presentation of merchandise, fixtures, floor coverings, colors, sounds, odors, and the dress and behavior of sales and service personnel
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Opinion Leader
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"go-to-person" for specific types of information; individuals that actively filter, interpret, or provide product and brand-relevant info to their family, friends, and colleagues
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Explicit Memory
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the conscious recollection of an exposure event
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Perception:
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The process by which sensations are selected, organized, and interpreted
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short term memory
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stores information for a limited period of time, limited capacity. i.e. a computers working memory, what is currently being processes
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Neo-Pavlovian Conditioning
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the creation of a strong association between the conditioned stimulus (cs), and unconditioned stimulus (US) requiring (1), forward conditioning, (2) repeated pairings of the CS and US; (3) a CS and US that logically belong together; (4) a CS that is novel and unfamiliar; and (5) a US that is biologically or symbologically salient
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What are the five traits of an individual?(personality)
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-innovativeness
-self-confidence
-sociability
-materialism
-need for cognition
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availability heuristic
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provide consumer w pos and vivid product experiences; stimulate pos WOM (sneak previews)
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Paradigm
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a widely accepted view or model of phenomena being studied; the perspective that regards people as rational information processors is currently the dominant paradigm, although this approach is now being challenged by a new wave of research that emphasizes the frequently subjective nature of consumer decision making
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Priming
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properties of a stimulus that evoke a schema that leads us to compare the stimulus to other similar ones we encountered in the past
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Safety Need
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the need to maintain a secure environment
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ABC Model of Attitudes
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a multidimensional perspective stating that attitudes are jointly defined by affect, behavior, and cognition
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Social Networking
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a growing practice whereby web sites let members post information about themselves and make contact with others who share similar interests and opinions or who want to make business contacts
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Meme Theory
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a perspective that uses a medical metaphor to explain how an idea or product enters the consciousness of people over time, much like a virus
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What is stimulus differentiation?
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We can differentiate similar stimuli
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feminine culture
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sets value of nurturing, the family, quality of life, social responsibility, and environmental quality
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adopters of innovations
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- the characteristics of the innovation drive consumer readiness, as do the individual differences they possess
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The Pioneering Advantage
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the importance of consideration, early brands in a category have an advantage over later entrants; results from an advantage enjoyed by brand consideration set formation
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Intercept Strategy
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marketing strategy in which you need to get a consumer to make a point of purchase decision for something that is not in their evoked set
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Event Marketing
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creating or sponsoring an event that has a particular appeal to a market segment (ex: church in African American culture)
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The Looking-Glass Self:
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The process of imagining the reactions of others toward us
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perceptual selection
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people atten to only a small portion of the stimuli to which they are exposed
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Massed vs. Distributed Learning
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compressing the learning schedule into a short time span to accelerate consumer learning vs. learning spaced over a period of time to increase consumer retention
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significant differences btw...
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consumer decison mkaing when effor tis high vs low effort
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functional theory of attitude
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to explain how attitudes facilitate behavior (Katz)1. utilitarian function(reward/punishment; we develop some attitudes twrds brands based on whether/not it provides pleasure or pain)(ads that stress straightforward product benefits 'you should drink coke just for the taste of it' sppeals to utilitarian function2. value-expressive function3. ego-defensive function4. knowledge function
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Social Pressure
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the power of others to influence what we do regardless of our internal beliefs
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Plutonomy
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an economy that a small number of rich people control
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What is perception?
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the process by which sensations are absorbed and interpreted by the consumer
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African-American subculture
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- 1 in 8 Americans- far from homogeneous; subculture has enormous diversity within itself- continues to experience some "marketplace discrimination"- often shares the consumption values of the dominant culture- marketing to them: being shown respect and having a sense of acceptance within the marketplace are keys, target media, equal-opportunity advertisers
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Autonomic (unilateral) Decisions
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a purchase decision in which either the husband or the wife makes the final decision
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Social Class System
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hierarchial division of a society into relatively distinct and homogenous groups with respect to attitudes, values, and lifestyles
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Subliminal Stimulus
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a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it
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Nuclear Family
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a husband and wife and one or more children
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family influence effect
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tendency to buy the same products that your parents bought aka intergenerational effect
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Rational Perspective
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a view of the consumer as a careful, analytical decision maker who tries to maximize utility in purchase decisions
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how retention is influenced by the information recipient
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consumer's mood
consumer familiarity or experience
consumer motivation
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corrective advertising
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- the FTC has the power to compel marketers to correct wrongful beliefs that consumers form about a product as a result of deceptive advertising
- sometimes we don't accept the new information and hold on to earlier beliefs
- at its best, ___________ advertising is based on consumer behavior research
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Price Advertising Decisions
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1) How large a price discount should be used
2) Should comparison or reference prices be used
3) What verbal statements should accompany the price information
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positive framing vs negative framing
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refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive) or in negative or loss terms (negative framing)
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Principle of Least Interest
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the person who is least committed to staying in a relationship has the most power
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aspirational group
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- a group that a person would like to be part of but to which he or she does not currently or may never belong
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Extended V limited problem solving
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high risk v low riskmuch info search, little info searchalt view as similar, significant difference for alt
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What is information power?
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A person who has power based on their knowledge and can influence consumer opinion
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What is a reference group?
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The group you refer to when making a purchase or decision
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