Review Test 2

Review Test 2 - 1) Primary group- family and friends,...

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1) Primary group - family and friends, involve strong ties and interaction, more influence. 2) Reference group - group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. Simply a group that an individual uses as a guide for behavior in a specific situation. Basically who you model yourself after. 3) Secondary Group - professional and neighborhood associations, involves weaker ties and less frequent interaction. Less intimacy, less personal interaction. 4) Dimensions of brand personality - A set of human characteristics that become associated with a brand. Five dimensions for for-profit firms a. Sincerity b. Excitement c. Competence d. Sophistication e. Ruggedness Non Profit Firms A) Integrity B) Nurturance C) Sophistication D) Ruggedness Elements used to communicate brand personality- Celebrity endorsement, user imagery, executional factors. 3 types of motivation conflicts 5) Approach-Approach - Consumer much choose between two attractive alternatives, the more equal the alternatives the greater the conflict. Promote it by saying one has a lower price, or more unique. Ex. Vacations to Mexico vs. Puetro Rico. 6) Approach-Avoidance - Consumer facing a purchase choice btw positive and negative consequences. Balance between wanting something and what it takes to get it. Ex. Sunless Tanner. Having the tan is the approach, risk of sun poison is avoidance 7) Avoidance-Avoidance - Choice involving only undesirable outcomes. Advertising emphasizing the importance of regular maintenance for cars, such as oil changes use this motive conflict “Pay me now, or pay me more later.”
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8) Hedonic Shopping motive (hedonism is motivated by pleasure)- (if same as manifest) – Motives that are known and freely admitted. Easily identified by the consumer and often times the marketer. 9) Latent motives - Either unknown to the consumer, or the consumer is reluctant to admit them. More difficult for marketer to uncover, but when uncovered it can lead to new products. J Crew Website suggests sophistication and European influence. 10) Researching to identify latent motives - a. Projective techniques, designed to provide information on latent motives. Will use word associations in focus groups, in both 1 st and 3 rd person. 3 rd person to uncover latent motives, as it is easier and less threatening to talk about a hypothetical third person. b. Laddering - Constructing a means-end or benefit chain. A product or brand is shown to a consumer who names all the benefits a product provides, and then the benefits of those benefits, a benefits of those benefits. The farther you get down, the more you unveil one’s latent motives. 11)
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Review Test 2 - 1) Primary group- family and friends,...

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