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Fantasy
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Ideal Self
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Paid Influencer Programs
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What is balance theory?
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social classes
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relatively homogeneous divisions within a society that contain people with similar values, needs, lifestyles, and behavior
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Tightwads
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consumers who experience emotional pain when they make purchases
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Buzz
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the exponential expansion of WOM
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anticonsumption
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products and services are deliberately defaced or mutilatedi.e. dogdoo.com
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Learning
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the process by which individuals acquire the knowledge and experience they apply to future purchase and consumption behavior
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identifying alternatives...
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evoked set vs considerations set
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Trade Dress
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color combinations that become strongly associated with a corporation
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Propinquity
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as physical distance between people decreases and opportunities for interaction increase, they are more likely to form relationships
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frequency
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number of times consumers are potentially exposed to an ad
- advertisers must realize that what is purchased is potential exposure
- still, getting exposure is the key, becuase no progress can be made witout it
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Conditioned Learning
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according to Pavlovian theory, conditioned learning results when a stimulus paired with another stimulus that elicits a known response and serves to produce the same response by itself. Think Pavlov’s dog
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Modeling
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occurs when a child learns appropriate, or inappropriate, consumption behaviors by observing others
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Sponsorship
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a company providing financial support for an event
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frequency marketing
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rewards regular purchasers by giving them prizes with values that increase along with the amount purchased. i.e. "frequen flyer" programs from airlines
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Gatekeepers
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control the flow of information about a product or service
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Testimonial
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a promotional technique in which a celebrity that has used a product or service speaks highly of its benefits in order to influence consumers to buy
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Match-up hypothesis
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celebrity endorses work when celebrity has a clear and popular image and the image of the celebrity and the company match up
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Interprevitism
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as opposed to the dominant positivist perspective on consumer behavior, instead stresses the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person rather than existing "out there" in the objective world
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Kansel Engineering
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a Japanese philosophy that translates customers' feelings into design elements
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Expectancy Theory
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the perspective that behavior is largely "pulled" by expectations of achieving desirable outcomes, or positive incentives, rather than "pushed" from within
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balance theory
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considers how a person perceives relations among different attitude objects, and how he alters his attitudes so that these remain consistent ("balanced") .. to restore balance, alter attitudes
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Homogamy
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the tendency for individuals to marry others similar to themselves
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Innovation
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a product or lifestyle that is perceived as new by consumers
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backward conditioning
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occurs when the unconditioned stimulus is presented first, followed by the conditioned stimulus
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brand awareness hierarchy
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top - top-of-mind awareness
brand recall
brand recognition
brand awareness
bottom - consumers who are unaware of the brand
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Momentary Conditions
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reflect temporary states of being; being tired, ill, having extra money, being broke, etc
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Affective Interpretation
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the emotional or feeling response triggered by a stimulus such as an ad; can range from positive, neutral, to negative
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vigilante marketing
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where freelancers and fans film their own commercials for favorite products and post them on web sites
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Maintainers
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service or repair the product so that it will provide continued satisfaction
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Psychological Noise
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a barrier to message reception (i.e. competing advertising messages or distracting thoughts)
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brand personality
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a set of human characteristics that become associated with a brand
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perceived risk
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extent to which a consumer is uncertain about the consequences of buying, using, or disposing of an offering
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consumer
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a person who identifies a need or desire, makes a purchase, and then disposes of the product during 3 stages in the consumption process
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Figure-Ground Principle
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the gestalt principle whereby one part of a stimulus configuration dominates a situation whereas other aspects recede into the background
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Value System
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a culture's ranking of the relative importance of values
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Noncompensatory Decision Rules
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decision shortcuts a consumer makes when a product with a low standing on one attribute cannot make up for this position by being better on another attribute
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Conspicuous Consumption
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the purchase and prominent display of luxury goods to provide evidence of a consumer's ability to afford them
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Discontinuous Innovation
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a new product or service that radically changes the way we live
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probability theory
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treats learning as the formation of habits
brand loyalty
brand acceptance
brand switching
new product forecasting
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understanding subculture helps marketers
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_______ _________ helps marketers- discover market segments- target selected groups- position goods and services- develop communications and distribution strategies
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Multi-attribute Attitude Models
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attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs
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Affective Choice
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choices that are holistic in nature; based on evaluations that are focused on the way they make the user feel as they are used; based exclusively or primarily on the immediate emotional response to the product or service
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Demographics
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describe a population in terms of its size, structure, and distribution; a result and cause of cultural values
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Manifest Motive
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motives that are known and freely admitted
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Self Monitoring:
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Awareness of how one presents oneself in a social environment
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Indirect Reference Groups
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consist of those individuals or groups with whom a person does not have direct face-to-face contact
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Information Search
*Internal Search
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- buyers search their memories for information about products that might solve their problem
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types of high effort decision process (HIGH MAO)...
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2. noncompensatory model
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Fertility Rate
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a rate determined by the number of births per year per 1,000 women of childbearing age
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Purchase Momentum
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initial impulses to buy in order to satisfy our needs increase the lieklihood that we will buy even more
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Life Course Paradigm
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perspective that views behavior at any stage in life or given point in time as the product of one's actions or responses to earlier life conditions and the way the individual has adapted to social and environmental circumstances
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The Fishbein model
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measures our beliefs about 1 product or brand
- looks at brands in isolation
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advertising substantiation
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- the FTC has ruled that companies that make claims about a product's safety, performance, efficacy, quality, or comparative price must provide tests, studies, or other data to support their claims
- marketers are obligated to make proof of their claims accessible to the public
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Elimination-by-Aspects Decision Rule
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requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion; eliminate until there is only 1 left over aspect
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Instrumental Materialism
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acquisition of things to enable one to do something
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Marketing Strategies to capitalize on endowment effect:
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SamplingVisualization of product ownership
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Informal Groups
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a group of people who see each other frequently on an informal basis, such as weekly poker players or social acquaintances
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Why should markets be segmented?
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To meet everyone's needs
Some markets are too big
Segmentation sells
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Voice of the Consumer
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an approach to new product development that solicits feedback from end customers well before the company puts a new product on the market
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communication effects
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the marketer must be able to shape and predict the effects of the communication on target customers
different advertising and/or camapigns are designed to gnereate different effects, depending on the audience and product positioning
the desired response may be increased awareness, brand acceptance, brand preference, brand trial, or brand adoption
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Socialization of Family Members
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a process that includes imparting to children and other family members the basic values and modes of behavior consistent with the culture
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Approach-Approach Motivational Conflict
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a consumer who must choose between two attractive alternatives
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What are norms and sanctions?
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Norms are socially defined rules that specify or prohibit certain behaviors in specific situations.
Sanctions are the penalties for violating a specific norm
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What is the sandwich generation?
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Middle-aged people who have to take care of their parents and their kids
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Central and Peripheral Routes to Persuasion
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a promotional theory that proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route)
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What are the conditions for aspirational overbuying?
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1. Consumer wants to acquire role
2. Knows role-related products
3. Has insecurity about role performance
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economic and gender role impact on households
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- two-income families (steady increase in the number of women in the workforce)- working women in two-income families- single women heading families ( the woman is involve in both traditional female-dominant decisions and traditional male-dominant decisions)- gender roles
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right to redress
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- this right - to be heard - is the right to complain and express grievances about product failues
- marketers can ensure that warranty policies are honored and listen carefully to consume rcomplaints and grievances
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