advertising - TEST 2 CH 5 Perception the personalized way...

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TEST 2 __________________________________________________________________ CH. 5 Perception- the personalized way we sense, interpret and comprehend various stimuli. Stimuli- the physical info we receive through our senses. Habit- the acquired behavior pattern that becomes nearly or completely involuntary, the natural extension of learning Learning- a relatively permanent change in thought process or behavior that occurs as a result fo reinforced experience. Type of Learning 1. Cognitive Theory- a mental process of memory, thinking, and the rational application of knowledge to practical problems a. High Involvement 2. Conditioning Theory- treats learning as a trial and error process a. Low Involvement Physiological Screens- comprise the five senses: sight, hearing, touch, taste and smell. They detect the incoming data and measure he dimension and intensity of the physical stimuli Psychological Screens- used to evaluate, filter, and personalize info according to subjective emotional standards. These screens evaluate data based on innate factors, such as the consumer’s personality and instinctive human needs, and learned factors, such as self-concept, interests, attitudes, beliefs, past experiences, and lifestyles. Elaboration Likelihood Model- pg 133 Routes to Learning 1. Central Route- consumers have a higher involvement with the product or the message, so they are motivated to pay attention to the central, product-related info, such as product attributes and benefits or demonstrations of positive functional or psychological consequences. 133 2. Peripheral Route- It’s more like stimulus response learning. People who have low involvement with the product message. They have little or no reason to pay attention to it or to comprehend the central information of the ad. 133 Brand Loyalty- the consumer’s conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continuously. It occurs because the consumer perceives that the brand offers the right product features, image, quality, or relationship at the right price. 135
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Evoked set- selection of alternatives consumers evaluate with standards they use to judge the features and benefits of alternative products. 144 Needs- The basic, often instinctive, human forces that motivate us to do something. 136 Wants- “needs” that we learn during our lifetime. 136 Maslow’s Hierarchy- 137 CH 6 Primary data- Info collected from the marketplace about a specific problem, typically expensive and time-consuming. 160 Secondary data- Info previously collected or published, usually for some other purpose, by the firm or by some other organization. This info is readily available, either internally or externally, and can be gathered more quickly and inexpensively than primary data. 160 Reliability- for a test to be reliable it must be repeatable, it must produce approximately the same result each time it is administered. 170 Validity- results must be free of bias and reflect the true status of the market. 170
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advertising - TEST 2 CH 5 Perception the personalized way...

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