Unformatted text preview: to process the more likely it will go to LTM Associate networks of information/spreading activation Semantic primingsymbolic associations help you recall info Retrieval of information Info removed from LTM ◦ Info might be in LTM it depends on the cues if we are able to access it.
◦ Physiological factors, age
◦ Statedependent retrieval, mood congruence
◦ Familiarity, more experience increases likelihood of recall
◦ Salience, novelty of a stimulus
◦ Pictorial cues Nature of forgetting Recency and primacy
Problem for marketers? The Self Self concept ◦ Consumers have a picture of themselves and seek products or brands that exemplify this depiction.
◦ A consumer has multiple selves A person will act differently when surrounded by different people, e.g. friends from school vs. work Ideal self Actual self ◦ Marketers should focus their products within the context of a particular ‘self’
◦ Does selfesteem matter? The Self How our “self” is created ◦ Symbolic interactionism relationships with others forms our “self” Our behavior reflects a social norm ◦ Looking glass selflook at how others respond to what we are doing
Consumers pick products that are consistent with their selfconcept The Self We can even view the products in our lives as part of our “extended self” ◦ The products are actually a part of us.
◦ levels of the extended self Individual level; personal possessions Family level; residence and furnishings Community level; town they are from Group level; social groups are a part of themselves The Self Altering the “self” ◦ Use of selfaltering products, e.g. colored contacts Roles associated with consumption ◦ Sex roles
◦ Shaped by our culture
◦ Gender doesn’t dictate what role you will follow
◦ Body image
◦ Decoration Marketers are aware of these self differences and attempt to market to specific ideas of self through the use of different segmentation criteria Consumer Behavior
Making decisions ◦ Old money vs. new money Conspicuous consumption Parody display Postpurchase dissonance: anxiety after purchasing product
◦ How to alleviate? Look for supporting evidence of product we chose Look for negative evidence of product we didn’t choose Newtask buying
Straight rebuy ◦ Involved decision making The Nature of Business Buying ◦ Initiator
Buying center Roles in the Buying Center Brands and Consumers
Brands have been around for a long time. ◦ From “brandr” old Norse word meaning “to burn” (Keller) According to the AMA: A brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Brands and Consumers
Coke is not just a beverage! Brands and Consumers
Researchers argue that a brand’s success is related to what resides in the hearts and minds consumers. Brands and Consumers
Keller’s model (1993) explains how what consumers know about a brand leads to success. Customerbased brand equity is: “the differential effect of brand knowledge on consumer response to the marketing of a brand.” Brands and Consumers
IMAGE DIMENSIONS OF BRAND KNOWLEDGE: Adapted from Keller (1993) Type
• • Brands and Consumers Self-Consistency Self-Enhancement Brands and Consumers
SelfEnhancement – possessions enhance our selfconcepts Essentially, we look to our objects augment our view of ourselves. enculturation: your own culture
Acculturation: learn from other cultures
NAICS ◦ How to use it...
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This note was uploaded on 04/28/2013 for the course MKTG 360 taught by Professor Joireman during the Fall '08 term at Washington State University .
- Fall '08