Final Exam Cheat Sheet

Final Exam Cheat Sheet - psychological core:may form...

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psychological core: may form memories based on certain information, but choices will be based only on information retrieved from memory process of making decisions: problem recognition, information search, decision making, post purchase evaluation consumers culture: reference groups people whose values are similar to yours consumer outcomes: symbols external signs of who we are Cooperatives: institutions in which consumers minimize costs and control marketing practices by acting as both owners and consumers 3C’s: cost, customer, competition Positioning: image should reflect what the product is and how it is different from the competition Motivation: an inner state of arousal, with aroused energy directed to achieving a goal. Energized, ready, and willing to engage in a goal-relevant activity. Influenced by the extent to which the ad, brand, product category, or other characteristic is personally relevant and important Motivated reasoning: process information in a way that allows them to reach a particular conclusion they want to reach Felt involvement: refers to the psychological experiences of the motivated consumer Enduring involvement: over a long period of time Situational: only once ex buying a car Cognitive: the consumer is interested in thinking about and processing information related to his or her goal Affective: consumer is willing to expend emotional energy in or had heightened feelings about an offering or activity Response: consumers involved in certain decisions and behaviors Brand Loyalty: cognitive/affective involvement w/brand Promotion-focused: behavior motivated by a desire to approach something good Prevention- focused: behavior motivated by a desire to stay away from something bad Hierarchy of needs: 1.physiological 4.egoistic 5.self-actualization Needs: social, nonsocial, functional(consumption related), symbolic (how we see ourselves and how others see us), hedonic (sensory stimulation), cognition and stimulation (mental stimulation) Perceived risk: the extent to which the consumer is uncertain about the personal consequences of buying, using, or disposing of an offering Risk: Performance,financial, physical, social, psychological, time Cognitive style: preferences for ways information should be presented cognitive complexity complicated processing of information from marketing communications Marketing stimuli: messages and information about products or brands communicated by either the marketer or by non-marketing sources Attention: selective, can be divided, limited Preattentive processing: process information from our peripheral vision even if we are not aware that we are doing so, makes a brand name familiar; personally relevant :stories pleasant: attractive models, music, humor surpising: novelty,unexpectedness,puzzles salient: stands out (eg. Gurilla) easy to procces: 1)prominence 2)concrete stimuli: the extent to which we can imagine a stimulus contrasting stimuli: green bottle next to all yellow bottles
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Final Exam Cheat Sheet - psychological core:may form...

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